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Marketing (Communications) (MSc)

Course Description

This programme has been developed to meet the demand for skilled marketing communications professionals to work within the ever-changing marketing communications industry. The programme is taught by industry professionals and highly experienced tutors, who are able to draw upon their substantial experience in marketing communications, digital communications and brand strategy to bring lectures to life and help direct practical student projects.

The programme has excellent professional links nationally and internationally - Manchester is acknowledged as a world leader in digital marketing activity. Completing the programme can enhance a student’s career prospects, as the emphasis throughout the course is on applying knowledge and developing skills. You will be able to undertake a live client brief project from a real organisation enabling you to develop a marketing communications plan. There is also the opportunity to obtain a short term internship with an employer during your studies.

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.

Research Methods
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.

Special features

•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.

Career Prospects

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).

Visit the Marketing (Communications) (MSc) page on the Manchester Metropolitan University website for more details!

(Student Profile)

Emma McGinley

“Manchester is one of my favourite cities; This course at this university is affiliated to the Chartered Institute of Marketing, which was a big benefit for me, giving me a masters and a professional qualification at the same time. I was 30 at the time of starting, and coming back into education was daunting, I think my age and my work experience helped me to relate topics to work situations. Being with students that are a range of ages was great, and we all worked well together in assessments throughout the course.
One of the best things about the course was the teaching staff. It was important to me that the staff had industry experience, not just teaching experience. Going to lectures or tutorials and seeing their passion was infectious. They drew on their own experience, and it made me excited about marketing.
Affiliation to the Chartered Institute of Marketing was important because being able to build relationships throughout my masters, and receive an additional qualification, was another string to my bow, and one I would not have had if I had chosen to study elsewhere. We were involved in a six-month project for a live client, where we were tasked to respond to a real brief. This included developing a marketing proposal and long-term action plan. Working in a team, we planned how we would attract new clients, and assessed the company’s core clients, which culminated in a portfolio of work and a 30-minute presentation to the client. A client from a previous presentation – MediaCom - stayed for our presentation and asked me if I would like to apply for a job. I said yes, and, after going through the recruitment process, I was successful. I have been working there as a Media Buyer ever since.
The course, the Business School and the city are amazing. The course changed my perceptions of certain areas of marketing and led to my career in media buying – something I would not have considered before studying for the masters. The money that’s been invested in the Business School is evident, and I received encouragement from all of the staff I met at the University. It’s a really open environment and people want to help you.
I love Manchester! It’s such a vibrant city and one of the best places to be a student in the world.”


Entry Requirements

Normally a good honours degree (minimum 2.2), or equivalent, in any subject. We will also consider your application if you have significant, relevant experience or degree-equivalent professional qualifications. International students please see View Website

Course Fees

Please refer to our website for the latest fee information.

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Recipient: Manchester Metropolitan University

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