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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 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.

What does this course lead to?

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.

Who is this course for?

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.

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.

Visit the Advertising and Multimedia Communications MA page on the Solent University website for more details!




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