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The MA in Communication, Media Practice and Public Relations (PR) is designed for students who want to focus their energy on the dynamic world of social media, develop their creative practice and professional writing skills or are looking to work in an entrepreneurial environment.
The MA in Communication, Media Practice and Public Relations (PR) offers syllabus-based practice in professional, contemporary media skills, taught by industry professionals with academic backgrounds. The Communication, Media Practice and Public Relations (PR) programme includes modules in Professional Writing/Journalism, Visual Communications and Media Design, Video and Documentary Making and Public Relations (PR), Branding and Promotion. Other modules in communication, theory, film and history are also available.
The Communication, Media Practice and Public Relations (PR) programme allows graduates to add valuable and desirable professional media skills for careers in business, journalism, public and media relations, broadcasting, advertising and marketing and industry professionals to acquire new media skills and qualifications that will enhance their continuing professional development.
The full-time MA in Communication, Media Practice and Public Relations (PR) course is split across the year with three modules offered in each academic semester (a total of six modules in part one) and then a dissertation or professional media practice project over the summer (part two).
The part two component allows students in the Communication, Media Practice and Public Relations (PR) programme to either write a 16,000 word dissertation or undertake the professional media project which incorporates the practical elements of the course and a short unpaid work placement.
To research and develop stories in an online, multi-media environment.
To present the principles, theories and techniques surrounding video making.
To develop practical skills and conceptual knowledge of digital publishing, visual communication and media design.
To provide a critical overview of the role of public relations (PR) and promotional practice.
To develop writing skills in a wide range of genres.
Modules on the MA in in Communication, Media Practice and Public Relations (PR) typically include:
• Visual Communication and Media Design
• Video and Documentary Making
• Public Relations (PR), Branding and Promotion
• Reporting Terrorism
• Global Media
• Risk Reporting
• The Business and Politics of Digital Media
• Development Communications
• Online Journalism
• The Digital Edge
Career expectations are excellent for Communication, Media Practice and Public Relations (PR) graduates. Media Companies, non-profit organisations, global business, government and the public sector value the fact that our Communication, Media Practice and Public Relations (PR) Graduates have developed a range of critical and theoretical abilities and a creative and innovative approach to media practice. Our Graduates go on to work in business, marketing and Public Relations (PR), journalism, broadcasting, web-design, advertising, publicity, arts and cultural bodies.
Open to graduates holding degrees in any subject, this course assumes no prior knowledge of public relations (PR) and is suitable for UK, EU and international students wishing to progress their academic knowledge of PR. It is also suitable for those who do not have a degree but who possess relevant experience.
Combining a unique blend of academic and practical public relations skills, the course will enable you to develop a successful career in an incredibly dynamic sector. With a strong emphasis on application of knowledge to practice industry skills such as PR writing, media relations, digital communications and client management are underpinned by academic rigour focusing on PR strategy, campaign planning and PR specialisms.
You will have the opportunity to work with real clients, including individually creating a press pack for use by a client, in addition to working as part of an account team on a live PR project.
You will be able to network with professional PR practitioners and guest speakers, and have the option to undertake an internship to gain additional work experience. Completing the programme will enhance your career prospects, equipping you with the skills required by PR consultancies as well as private and public sector organisations.
Throughout your studies there is strong provision for employability and gaining graduate employment through our Careers and Employability Hub and a range of additional activites that include:
Employers require graduates who possess a range of skills and knowledge, including experience in the workplace. To ensure you develop into a work-ready graduate for the PR or communications industry, you will have the opportunity to work on two live projects: (i) you will work on Live Client Brief as part of an account team on a live PR project under the guidance of an academic tutor who is also an experienced PR manager; and (ii) within Media Relations, you will work with an external client to prepare a media pack containing original material for the media, including a press release, social media press release, Q&A, social media content and photography for distribution to target media, as well as devise a media relations strategy for your client. These live projects will enable you to develop practical PR skills to enhance your employability, as well as develop client management skills. You will be supported by an academic tutor who is also an experienced PR consultancy manager.
As a Masters student of the Business School, you have the opportunity to participate in a number of free business visits that allow you to see behind the scenes of real companies and learn about how these businesses are structured and operate. The business visit programme varies each year, the following are indicative of the type of business visits that are available:
The Faculty of Business and Law hosts two Professional Development Weeks annually. Free and open to all students, this includes a festival of skills-development activities, practical support in developing your CV and employability skills, and the opportunity to network with actively recruiting graduate employers.
The dissertation unit is your chance to undertake a consultancy dissertation, which could be based on a current or potential employer and aligned to your career goals in a specific sector, organisation or industry.
A number of guest lectures take place each year with leading speakers from industry. The Business School shares extensive links with over 25 professional bodies including the Chartered Institute of Public Relations (CIPR) and the Public Relations Communications Association (PRCA). We invite speakers from various organisations onto campus as guest lecturers to share their knowledge with current Masters students, including practitioners from leading PR consultancies, senior in-house experts, digital specialists, journalists from local media including the BBC, and alumni now working in the PR or communications field.
All Masters students at the Business School are encouraged to undertake an optional, short-term internship with a real business in order to develop relevant experience relating to their studies.
A dedicated Placement and Project Coordinator will guide you through this process, by sourcing and advertising suitable roles throughout the year, offering 1-2-1 application advice, and supporting you to make speculative applications to source your own Internships.
Internships can be part-time or full-time but must fit around your scheduled classes.
From analysing the theories of intellectual heavyweights such as Foucault and Bourdieu, to unpicking a global campaign, explore the hinterland between the big three promotional professions and the media and society on this innovative MA.
Right now the roles within public relations, advertising and marketing are converging. So this MA isn’t about studying ads – it’s about becoming a professional who can understand the dynamics of power that exist between these professions, and critically intervene in today’s media landscape.
At its core this masters looks at how we can better serve society by improving communications across these disciplines, and how we can develop as professionals who can adapt within a challenging media world. You’ll learn how to reflect on the intellectual theories of the past and apply them to the present, so you plan the first decade of your career.
We want you to understand the power struggles that exist between these three professions so we look at public relations, advertising and marketing as inter-related disciplines, drawing on theoretical and professional debates around issues such as globalisation and homogenised consumption. We also discuss current industry expectations looking at the crossovers that exist between creativity, management and strategy.
We’ll tackle some of the big things that are changing when it comes to the way the world works - aspects such as globalisation, the control of knowledge, digital technologies, and the way content is created. You’ll also get an introduction to media and cultural theory, which lies at the intersection between the promotional professions, media and society.
This is a theory-based programme, but it also offers vocational elements, so you can take practice-based options in subjects ranging from online journalism and social media campaigning, to design methods and media law and ethics. You'll also get the latest insights from industry professionals across a range of sectors through our visiting speaker series in the Spring.
We take fields such as sociology, anthropology media and cultural studies to understand how public relations, advertising and marketing get together, where they overlap and where the tensions lie. This means we might take an anthropological perspective on how the promotional professions work together to develop a product – not just in terms of its messaging – but in terms of how it was conceived and came to market in the first place.
It’s important to mention that this isn’t a business studies-style MA; it’s a rigorous, academic programme investigating promotional workers and their use of media in today’s campaigns and debates.
Throughout the core components of the degree, you'll examine the very wide range of ways in which public relations, advertising and marketing is represented in society, together with the skills and techniques enacted by practitioners in their day-to-day roles. You will be encouraged to develop your critical and analytical skills, but also to think creatively and become more confident in your aesthetic judgment.
Goldsmiths prides itself on its innovative and critical approach, and you will be encouraged to immerse yourself in its wider intellectual environment in order to deepen your understanding of the cultural infrastructure surrounding branding and promotional media.
We offer a wide range of option modules each year. Below are some examples of modules that are currently running. For a full list, please contact the Department of Media and Communications.
The MA is assessed primarily through coursework essays and written projects. Practical modules may require audiovisual elements to be submitted. It will also include a dissertation of approximately 12,000 words.
From account executives to digital copywriters and from product managers to media planners and sponsorship coordinators, our graduates enhance their careers by working across disciplines, across countries, and across everything from social media and content generation, from sponsorship and events marketing, to corporate communications or government communications.
Find out more about employability at Goldsmiths.
The Master of Advertising is designed to provide students with the theoretical as well as the practical skills essential for a career in Advertising and related industries. Delivered through an innovative learning experience where course work is balanced with studio-based teaching and learning activities, students will learn from experienced academics and industry-professionals. Throughout the Master of Advertising program, students will be actively involved in the day-to-day requirements and challenges of developing commercial campaign concepts and design communication initiatives for clients in a studio-based learning environment. In addition, creative solution finding methods and techniques will provide highly transferable skills that are in strong demand across numerous industries seeking innovative products and practices and who are focused on user experience.
The Master of Advertising program enables graduates to enter the advertising industry in a variety of roles, ranging from management positions to creative roles in advertising or related professions. Designed and structured around a predominantly studio-based teaching environment, this innovative program prepares graduates for the dynamic culture and inter-disciplinary knowledge base that characterizes the modern advertising industry. A particular focus of this program is for students to develop a strong portfolio of work, which is essential for starting a career in advertising and the creative industries in general. The strategic thinking, visual creativity, public engagement, design and technology skills, strategic management and entrepreneurial outlook developed in this degree also provides graduates with a wide range of career opportunities in the broader field of the creative industries. For students interested in establishing a pathway into higher education, the program provides the opportunity to identify and pursue research projects that could lay the foundation for doctoral studies.
You must complete the following subjects:
Foundation subjects (6)
Studio subjects (3)
This newly developed programme is based on our popular and successful courses in Communication, Advertising and Public Relations, Political Lobbying and Public Affairs, and Health Communication. We have updated and re-structured the course to ensure that it reflects the latest trends in contemporary theory and practice. The innovative new design incorporates a ‘Communication and Public Relations’ core with opportunities for you to specialise and study streams in advertising, political lobbying or healthcare. This means that all students will study four core modules plus two taught modules in your particular specialism. This model:
This programme is a linked Postgraduate Diploma (PGDip) and Master's (MSc). The PGDip comprises six modules. Full-time students will take three modules per semester begining each september and finishing the PGDip components by May the following year.
For an MSc award you will also undertake an individual dissertation (12,000-15,000 words). Each student is allocated a supervisor who will support thier individual research project.
Each module is weighted with credit points indicating the amount of student effort required. Full-time students are required to complete 60 credits per semester (1 credit point equates to approximately 10 student effort hours).
Full-time students normally attend classes on 2 or 3 days per week. Part-time students normally attend classes on 1 or 2 days per week. The specific timetable will vary depending on your specialism. Classes are usually held during the day and full-time and part-time students share the same classes. Exact times vary, but each module generally involves 2-3 hours per week of class time that may be divided between lectures and seminars/workshops/practicals. Outside of this, you will also be expected to spend considerable time in independent study and you may also be involved in meetings with staff or with your fellow students on group projects.
Recognised by the Chartered Institute of Public Relations (CIPR).
Staff delivering the course are actively engaged in research supporting the academic content of the course. In addition, as well as maintaining close relationships and active engagement with professional organisations, staff frequently contribute professional expertise to a range of organisations. Staff are engaged on a day to day basis withthe leaders within the communication industry.
Due to the breadth of the course, you have a range of options upon graduation across the public, private and non-profit sectors, in communication, public relations, advertising, marketing, political lobbying and internal communication. While some previous graduates choose to specialise in a particular area, our students are equipped to be communication ‘all-rounders’ able to incorporate an integrated approach to communication management. Further PhD research study is also an option.
Are you looking to develop your skills in campaign planning and management across paid, owned, earned and shared advertising channels? Would you like to take the next step in your advertising career? This challenging master’s programme can help prepare you for a role in contemporary advertising in an account management, media planning, creative or agile role.
Customer engagement is increasingly key with the benefits of ‘big data’ providing detailed analytics for campaigns. Media planning is becoming more scientific and measurable, moving customers up the loyalty ladder to generate content for brands. Advertising is the catalyst to delivering integrated campaigns and Southampton Solent’s MA Advertising and Multimedia Communications programme prepares students for making a strategic contribution.
Recognising the close relationship with marketing and public relations, the course focuses on emerging forms of advertising which blur the boundaries with journalism and the importance of content marketing. Teaching is delivered by a team of industry professionals and the course covers the development of contemporary integrated marketing campaigns.
As the roles of multimedia advertising management, digital newsroom manager, marketing professional, and corporate PR manager are converging, students are encouraged to develop a collaborative and interdisciplinary approach, and will have the opportunity to gain first-hand experience by preparing campaigns for live client briefs. Students are also encouraged to seek work-placement and freelance opportunities through the University’s student run agency, Solent Creatives, as well as prepare competition briefs for the Design & Art Directors Association (D&AD) and the Young Creative Network (YCN).
Graduates from this course will be well placed to pursue careers in national or international advertising agencies in roles such as account management, media and communications officer, or creative director.
This course is ideally suited to those who are looking to further their career in the advertising and communications industry. The curriculum will appeal to students with a particular interest in the integration of advertising, marketing, PR and journalism to create innovative strategic campaigns.
Advertising in a World of Converging Communication (30 credits)
This unit covers contemporary advertising practice and theory combining traditional mass media approaches with emerging social media and mobile channels. This unit develops practical skills and a critical awareness of the issues and practices within advertising in a world where increasingly the target audience can skip ads and brands combine paid, owned, earned and shared media to engage consumers. After introducing advertising principles, the unit moves on to explore the digital mix, content marketing, native advertising and immersive, augmented experiences. The traditional advertising roles of art director, copywriter, account manager and media planner are still important industry pathways but are increasingly challenged by agile practice, this unit considers the implications. Assessments are designed to test application of your learning in both theory and practice.
Multimedia Campaign Planning (30 credits)
Students get the practical opportunity to develop and implement a number of campaign activities across a wide variety of platforms, testing their ability to integrate paid, owned, shared and earned media in a PR campaign.
Media Measurement & Evaluation (15 credits)
This unit introduces students to the challenge of measurement techniques applied in advertising, marketing, promotion and PR sectors, including the evolution of RoE (return on engagement)
Research Methods (15 credits)
This unit raises the students’ research skills to Master’s level, including SPSS and other methodologies that are relevant to their particular areas of interest (Shared Unit)
Professional Practice (30 credits)
This unit positions the MA programme in terms of the student’s career aspiration, identifying skill sets and development needs in a PDP, which forms the basis of a freelance/workplace project- and informs the student’s choice of Major Project or dissertation
Major Project/Dissertation (60 credits)
The culmination of the MA degree, where the theory and practice learned in the previous units informs the student’s principal learning outcome- a campaign that demonstrates their professional attainment or a dissertation that critically examines a crucial industry issue, generating original thinking. Both project and dissertation require primary research to a master’s level.
We provide a stimulating learning environment and access to state-of-the-art resources to help you make the most of your time with us. Flexible spaces, Wi-Fi facilities and learning zones all contribute to our lively and contemporary study environment at Solent.
Students will have access to a range of specialist facilities throughout their studies, including Mac computers, professional creative software, digital printing facilities, and traditional printing presses.
Solent also provides a comprehensive media loans scheme, giving students access to high-end photographic equipment.
The course is taught by industry experts who have established practitioner careers and who have strong links within the industry. Students have the opportunity to work on live client briefs and are encouraged to gain a work placement or freelance project.
Past students on the University’s creative advertising courses have benefitted from visits to London-based advertising and creative agencies.
Students who are in work while taking the course have the opportunity to adapt the topic of their assignments in several units to suit the needs of their employers.
The Professional Practice unit requires students to undertake a work placement or complete a freelance project. Students are encouraged to source their own client (through Solent Creatives) or to find a work placement that is appropriate to their career ambitions. The minimum requirement for a placement is two weeks, however placements and projects can vary in length, depending on client needs.