COURSE CURRICULUM

The MA in Advertising and Marketing provides a comprehensive understanding of the commercial, creative, and sociological aspects of advertising and marketing, equipping students with the skills to analyse consumer behaviour and market dynamics. At the core of the program is the Postgraduate Taught Project and Academic Skills module, worth 60 credits, which develops advanced research, analytical, and academic skills essential for independent study and professional practice. Core modules, including Advertising: Commerce and Creativity and Perspectives on Marketing, each contributing 20 credits, explore the link between creative innovation and commercial strategy, as well as the theoretical frameworks that underpin marketing practices. Compulsory modules such as Digital Economy, Sociological Research Design, and Consumer Behaviour, also 20 credits each, provide students with an understanding of the digital marketplace, research methodologies, and the factors influencing consumer decisions. To allow for further specialisation, students may choose an optional module from a selection of advertising, business, or sociology topics, contributing an additional 20 credits. The program combines theory, research, and practical application, enabling students to critically examine the social and cultural impact of advertising and marketing, understand market trends, and design effective strategies. Graduates are prepared for careers in marketing, advertising, research, and policy, with the analytical and practical expertise to engage in both professional and academic contexts.