COURSE CURRICULUM

The MA in Media and Advertising offers a comprehensive curriculum that blends theoretical knowledge with practical skills, providing students with a deep understanding of the advertising industry and its societal impact. The program begins with Advertising and Society, which examines the historical, cultural, and social contexts of advertising, exploring how promotional messages shape and reflect consumer behaviour and societal values. Media Research Methods equips students with essential research skills, including both qualitative and quantitative approaches, enabling them to critically evaluate advertising campaigns and industry trends. Advertising for a Client provides practical experience in creating and managing campaigns, allowing students to apply theoretical concepts in a real-world context. Advertising Analysis focuses on interpreting and assessing advertising content, examining strategies, effectiveness, and audience reception. Advertising and Promotion in the Digital Age addresses the role of emerging digital platforms, social media, and technology in contemporary advertising, emphasising innovative and data-driven approaches to reaching audiences. Finally, Promotional Cultures investigates the broader implications of advertising in society, including political, public service, and commercial campaigns, as well as critiques such as anti-consumer movements. Together, these modules develop students’ ability to understand, analyse, and produce advertising content while equipping them with research, creative, and strategic skills necessary for careers in advertising, media, and marketing sectors.