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Marketing (Creative Advertising) (MSc)

Course Description

Advertising and management skills are in high demand, with graduates working at all ends of the advertising spectrum from traditional print-based advertising to new digital media. Commercial, theoretical and creative units are combined to provide graduates of this programme with a significant advantage in this fast-paced and dynamic industry.

The programme is taught by industry professionals and highly experienced tutors, who are able to draw upon their substantial experience in marketing, digital and creative advertising management 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 graduates will have the digital, creative and cutting-edge business skills required by advertising agencies internationally.

Units of Study

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.

Creative Advertising
This unit will allow you to develop creative thinking and will encourage you to change the way you see, approach and respond to creative tasks. Creativity cannot be taught in its entirety but it can be developed and this is what this unit will aim for. The unit will cover the following topics and themes:
• Factual and visual research
• Development of creative thinking
• Interpreting briefs
• Advertising discourse
• Visualising and critiquing ideas
• Presenting creative solutions that respond to briefs.

Strategy & Planning for Digital and Social Media Communications
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 briefs – utilising the skills you develop through the unit content.

Investigating Business Practice
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 an advertising 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. Tutorial activities such as being part of a focus group will give you first-hand experience of the difficulties involved in undertaking primary research.

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 advertising (worth 85% of your overall grade for this unit). This will be submitted in September at the end of your course.

Special Features

• You will be taught in the Business School’s £75 million teaching and research headquarters on All Saints Campus in central Manchester.
• Extensive use of the University's online virtual learning portal (Moodle) to provide additional learning materials, communication and also as an aid to discussions.
• Visits to local companies and opportunities to attend guest lectures.
•This course is accredited by the Chartered Institute of Marketing which means you can gain exemptions from the Institute's professional qualifications.

Career Prospects

Many of our graduates have been successful in acquiring direct employment within the creative industries through a range of organisation from small digital creative agencies to full-service advertising agencies. The Greater Manchester area is a burgeoning area for the digital and creative industries with flagship employment hubs including MediaCityUK, The Sharp Project and The Northern Quarter. All students studying on our programmes will be able to substantially improve their employability skills for employers internationally.

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

Entry Requirements

Normally a good UK honours degree (minimum 2:2), or international equivalent, in any subject. We will 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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