Advertising and management skills are in high demand, with graduates working at all ends of the advertising spectrum from traditional print-based advertising to digital media. This course will offer you a combination of commercial, theoretical and creative units to provide ensure you have a significant advantage in this fast-paced and dynamic industry.
The programme will develop your creative thinking skills in helping to create and implement effective creative advertising solutions to complex advertising challenges.
You will be taught by industry professionals and highly experienced tutors, who are able to draw upon their substantial industry experience, bringing lectures to life and offering practical support on student projects.
This course is also approved and accredited by the Chartered Institute of Marketing and has been developed to meet the demand for skilled marketing communications professionals to work within the ever-changing marketing communications industry.
Units of Study
Integrated Marketing Communications Planning & Control
This unit is assessed through coursework only, there is no exam. Assignment 1 is a group piece of work and involves a group report and a group presentation. Assignment 2 is an individual piece of work, based upon the same organisation selected by the group previously. group report and a group presentation. Assignment 2 is an individual piece of work, based upon the same organisation selected by the group previously.
Unit content includes:
• Corporate & brand communications
• Marketing strategy & marketing communications planning
• Segmentation, targeting, positioning
• Integrated marketing communications
• Creativity and developing the creative message
• Direct marketing & loyalty
• Sales promotion
• Public Relations
• Traditional media & media planning
• Digital media & social networking
• Ethics, corporate social responsibility, legal controls, codes of conduct
• Monitoring, control & evaluation of communication tools and campaigns
• Current trends within the marketing communications area
Strategy & Planning for Digital and Social Media Communications (30 credits)
This unit is assessed through one piece of coursework. You are required to develop a digital marketing strategy and plan for an organisation of your choice. The digital skills gap is widely recognised as a major barrier to organisations maximising the benefits of successful digital marketing. The unit takes a detailed view of developing a digital and social media communications strategy and plan. Learn from digital marketing specialists – each with active practitioner experience in their fields, such as email marketing, search, social media, mobile. You will also work on live client briefs – utilising the skills you develop through the unit content.
International Brand Strategy
This unit introduces you to the role and nature of brand development and management within an international environment. You will be introduced to a range of issues such as: the brand development process; brand architecture and management; global v local brand strategy, international macro-environment, international culture, corporate branding; international brand strategy and the role semiotics and marketing communications play in the brand development process. You will be assessed through a combination of coursework and exam.
Investigating Business Practice (marketing communications live client brief, 15 credits)
This unit involves working with a client on a live brief with other students. This will develop your communication skills, ability to work with others (students and clients), and will require some independent work to meet the requirements of the brief. The brief is normally a marketing communications issue that needs addressing for an organisation.
This unit covers a range of areas. Initially the focus is on developing your study skills, especially the ability to research and critique journal articles. You will be learning about research philosophy, qualitative and quantitative research methods in order to prepare you for your dissertation.
You will complete an outline topic form in order for a supervisor to be allocated. With the help of your supervisor you will submit initially a research proposal, which is marked and worth 15% of your overall grade for the unit. Once this has been approved you will continue to work under the guidance of your supervisor and complete a 12-15,000 word dissertation on a topic of your choice, relating to marketing communications (worth 85% of your overall grade for this unit). This will be submitted in September at the end of your course.
• This course is accredited by the Chartered Institute of Marketing.
• You will be taught in the Business School’s £75 million teaching and research headquarters on All Saints Campus in central Manchester.
• Established links with the Chartered Institute of Marketing and the Chartered Institute of Public Relations means you can obtain student membership of these professional bodies.
• You will also be encouraged to complete an optional internship unit during your time on the course. Combining relevant work experience with your study will help you to secure that ideal job at the end of your course. This is also a great opportunity for networking with people within the industry and allows you to use your contacts as future referees.
• This programme has an advanced standing route for mature students who have relevant professional qualifications or who have previously studied for a postgraduate certificate or diploma. Through advanced standing we can give you academic credit for your current qualifications. Consequently you only need to study selected units and can achieve an MSc in a shorter timeframe. The tuition fees for this route are also lower because you only pay for the units you need to take rather than having to study all the units for the MSc.
• Students work as an account team on a live project and with professional mentor support.
Graduates from the Business School have an excellent record in gaining employment in a variety of disciplines and roles. Manchester offers a vibrant and exciting business atmosphere, offering fantastic opportunities to work in marketing during and after the course, including MediaCityUK (a purpose built home for digital and creative businesses spread over 36 acres, which includes the BBC and ITV).