Accredited by the Chartered Institute of Marketing (CIM), our Masters in Advertising and Marketing allows you to gain specialist knowledge in marketing communications and advertising, alongside comprehensive understanding of key areas of marketing such as strategy, consumer behaviour and research.
Taught by specialists with professional experience and research expertise, you’ll gain the skills and knowledge to prepare for a successful career in marketing communications.
The course offers a balanced academic and practical programme, giving you the opportunity to apply your knowledge to genuine business situations. You’ll explore contemporary developments in marketing and marketing communications theory and practice.
Dedicated modules will introduce you to key concepts, frameworks and approaches, whilst equipping you with the skills you need to work in a professional marketing communications or advertising environment. You’ll also select optional modules allowing you to focus on areas that suit your career plans.
The Marketing division at Leeds University Business School is one of the leading centres of research in marketing in Europe. As part of our research, we engage with companies, senior executives and academics across the globe.
Our research makes an important contribution to your learning on the MA Advertising and Marketing; our academics bring their world-leading expertise to you in the classroom. The Global and Strategic Marketing Research Centre is the Business School’s established and esteemed centre of excellence for scholarly research work.
This programme is accredited by the Chartered Institute of Marketing (CIM), giving you the opportunity to gain professional qualifications through CIM Graduate Gateway. This means you can work towards CIM qualifications during your studies, and will receive exemptions from selected assessments.
CIM is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners.
CIM qualifications are highly sought after by employers, which ensures you are equipped with the best opportunities for a successful marketing career.
Throughout the year you’ll study core modules covering different aspects of advertising and marketing.
You will build your understanding of the ways in which brands communicate with their audiences with modules in marketing communications and PR and corporate communications. From there you’ll explore theories and practices of different types of advertising, and examine how organisations plan and develop their media strategies in a changing media landscape. In addition you’ll also gain an insight into important marketing functions of marketing which support brand communications.
Optional modules will give you the chance to shape the programme to suit your interests or career plans. You could focus on sales promotion, brand management and other fields such as social media, digital and interactive marketing.
The course culminates in a final project, which allows you to demonstrate the knowledge and skills you’ve gained while focusing on a single topic in-depth. Two options are available – you could complete either a standard research dissertation on a topic of your choice, or a consultancy project, allowing you to work with an external business on a real marketing problem.
Throughout the course you’ll also benefit from a Professional Skills and Employability module, dedicated to developing the key skills employers are looking for when recruiting marketing graduates. Read what our students say about the opportunities for professional development.
You’ll take eight compulsory modules, plus your dissertation, which can be either a research dissertation or marketing consultancy project.
We use a range of teaching methods so you can benefit from the expertise of our academics, including lectures, workshops, seminars, simulations and tutorials. Company case studies provide an opportunity to put your learning into practice.
Independent study is also vital for this course allowing you to prepare for taught classes and sharpen your own research and critical skills.
Assessment methods emphasise not just knowledge, but essential skills development too. You’ll be assessed using a range of techniques including exams, group projects, written assignments and essays, in-course assessment, group and individual presentations and reports.
Graduates of the MA Advertising and Marketing can expect to have a wide and varied range of career opportunities in marketing communications agencies and in-house marketing departments.
Previous graduates have become brand managers, research managers, account executives, business development specialists, sales managers and even started their own businesses. Employers include marketing agencies within the advertising and communications sector, retailers, communications groups, commercial banks, education and recruitment agencies.
An increasing number of graduates are working within the rapidly expanding digital, direct and interactive marketing industry.
Our dedicated Professional Development Tutor provides tailored academic and careers support to every student. This means you will develop the academic skills to successfully progress through the course, and also the professional skills you will need to secure employment and start a successful career.
You can expect support and guidance on career choices, help in identifying and applying for jobs, as well as one-to-one coaching on interpersonal and communication skills.
Read more about our careers support.
The MSc in Marketing & Technology aims to transform students into uniquely-trained individuals possessing the knowledge and skills required to be successful marketers in dynamic and technology-driven industries.
Companies such as Netflix, Airbnb, and Tesla have one thing in common: they break with the norms of existing markets and employ unconventional, technology-driven marketing approaches. Traditional marketing education all too often neglects the marketing abilities that these companies possess.
The MSc in Marketing & Technology departs from the rather passive marketing logic that assumes markets and marketing channels are fixed features of reality. Instead, it shows how managers can proactively shape and create new markets and marketing landscapes.
The goal of this programme is to transform students into uniquely-trained individuals who understand how to leverage emerging technologies, such as 3D printing, Virtual Reality, and the Internet of Things, to design unique customer experiences, disrupt existing markets, and create entirely new ones.
The programme will direct students’ attention to significant and emerging technological trends, and show how they can address important social and environmental problems.
It seeks to enable students to discover new market opportunities that will have a positive impact on the economy, society, and the environment. Students will be equipped with the skills required to effectively navigate today’s technology-dominated marketing environments, and they will learn how to be successful marketers in the digital marketing era.
You will find this programme valuable if you:
The MSc Marketing & Technology consists of:
You will study the following core modules:
You'll undertake an independent piece of research focusing on the intersection of marketing, technology management, and innovation. The research dissertation should be no longer than 10,000 words. You'll be advised by an experienced supervisor.
You can choose two optional modules to make up the remaining 30 credits
Please note that due to staff research commitments not all of these modules may be available every year.
Companies across many industries have to cope with increasingly technology-dominated marketing environments. This programme is a response to the marketing needs of such companies. Also, entrepreneurial, technology-based firms will value the skills provided by this programme. Typical jobs include, but are not limited to, the positions of marketing manager, product manager, brand manager, advertising manager, PR manager, media manager, digital communications manager, account manager, marketing strategist, marketing analyst, marketing consultant, or sales manager.
The Rome Business School’s Master’s Degree in Marketing and Communications is the ideal academic course for professionals seeking a world-class degree programme in these disciplines, leading to a successful global career in the field..
The programme’s quality teaching, its international paid internship offerings and its career and networking services all contribute to make this programme the perfect fit for anyone who is looking to rise to the top in the world of business.
The Master’s Degree is designed for all those who are seeking their first exposure to the world of marketing and communications or for all those who are already working in this environment, but are seeking to expand their knowledge of their own field, all within a structured environment.
• Expanding the knowledge and ability to apply the most cutting-edge marketing and business communication strategies.
• Recognizing individual market components and using this understanding for better marketing management.
• Learning how to launch and manage the most effective marketing strategies.
• Forming an effective integrated marketing plan.
• Understanding the process of defining and implementing streamlined communication strategies aligned with business objectives.
• Mastering the use of communication tools and channels.
• Applying marketing and communication knowledge to a variety of business contexts.
Part 1 – Defining Marketing and the Marketing Process
1. Introduction to Marketing
2. Company and Marketing Strategy
Part 2 – Understanding the Marketplace and Consumers
3. The Marketing Environment
4. Marketing Information Systems and Research
5. Consumer Markets and Consumer Buyer Behaviour
6. Business Markets and Business Buyer Behaviour
Part 3 – Designing a Customer-Driven Marketing and Communication Strategy and Mix
7. Segmentation, Targeting, Differentiation and Positioning
8. Product, Services, and Brands
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels
13. Retailing and Wholesaling
14. Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing
Part 4 – Competing on an international scale, ethically
18. Creating a Competitive Advantage
19. International Marketing and The Global Marketplace
20. Marketing Ethics and Social Responsibility
Part 5 – Special Contents
The technical/professional teaching is enriched by:
• Company tours, to get to know managerial systems and players from the inside
• Artistic-cultural programmes, aimed at stimulating creativity, innovation capability and complex system understanding
Training in interdisciplinary competencies, such as:
• Business English
• Interpersonal communication techniques and PNL
• Public speaking
Interested attendees may take part in paid internships in numerous Countries at major companies and organisations.
The Rome Business School prizes intercultural exchange as a source of personal and professional development. Students from more than 140 countries regularly attend its courses.
The Rome Business School employs a wide array of teaching methods:
• Case study analysis
• Assisted private studying
• Guest speakers
• Company tours
• Complementary cultural initiatives
The Rome Business School’s Master’s Degree in Marketing and Communications can be attended, based upon preference, either on campus or by distance learning, with the following options:
- Full-time (from Monday to Thursday)
- Executive (on Saturday)
- All applicants must have a three-year degree (or be near completion).
- Applicants for English-taught Masters must demonstrate English language proficiency.
For both the on-campus and distance learning options and in order to ensure a high quality training course, classes can consist of a maximum of 15 attendees.
Rome Business School is an International Institution that has already hosted students from more than 140 countries.
Rome Business School employs university lecturers, company trainers, consultants, managers and entrepreneurs chosen because of their proven experience and skills. The faculty has a strong multicultural inclination, with representatives from diverse backgrounds and nationalities. It will synergistically leaves you with a patrimony of knowledge for your personal development.
Our selected renewed and highly competent formators are always assessed and rated by students, thanks to our quality assurance system.
Rome Business School is developing an International didactic and corporate Network, thanks to several partnerships with business schools, universities and companies