Advertising and Marketing MA 2019/20 entry

Course code:

FBLT055

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

September 2019

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:

+44 (0) 24 7765 4321
ukpostgraduate@coventry.ac.uk

Overview

With a focus on the creative aspects of marketing, we aim to deepen your commercial insight and understanding of the link between organisations and their customers.

While advertising is just one element of marketing, it is nonetheless a vital and huge sector of employment, which requires you to develop specialist skills and knowledge, and is where you can put marketing theories into specific advertising strategies.

The course aims to develop your critical understanding of the principles and practice of selling and sales management as a key marketing communications tool in the international marketplace.  

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities

Employability

Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies


Chartered Management Institute (CMI)

The course also includes the Chartered Management Institute (CMI) accredited module, Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.


Chartered Institute of Marketing (CIM)

We are a Chartered Institute of Marketing (CIM) accredited Study Centre, with the modules of our courses mapped to CIM professional qualifications. This means that students who complete the MA Advertising and Marketing at Coventry University are exempt from certain modules of CIM qualifications. Additional fees apply.

European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

What our students say...

As a Belgian student, studying at Coventry University has truly been an adventure. Thrown in a new class group, you get to know a lot of people. Through group work you get to know these people even better and eventually make a lot of new friends. Thanks to passionate lecturers and fascinating seminars the weeks flew by.

Jolien Leesen, Belgium, MA Advertising and Marketing

Course information

As well as featuring creative elements, the course will also give you the opportunity to develop your business acumen.

For example, you could have the opportunity to take part in a marketing simulation exercise, which requires you to apply the necessary skills to engage with the media in order to manage a crisis, or to develop a marketing campaign. This course also allows you to critically evaluate theories of cognitive, behaviour and social psychology, which are relevant to understanding the nature and effectiveness of advertising.

The course provides learners with a critical understanding of the challenges of managing corporate communications, crisis management and public relations. The course aims to develop your critical understanding of the principles and practice of selling and sales management as a key marketing communications tool in the international marketplace.  

This course draws on the latest development and theory in subject knowledge to enable you to develop your own research skills and area of expertise through the Postgraduate Dissertation/Consultancy Project. You will have the opportunities to work both individually and in teams, where you can construct, critically evaluate, recommend and execute an advertising or marketing communications campaign to meet the corporate objectives of different organisations by using an appropriate mix of digital and traditional media for a business-to-business, non-profit or business-to-consumer context.

The course aims to develop skills in advertising and marketing communications management, in order to prepare you to think strategically and respond effectively to future organisational challenges. You will cover a range of diverse subjects, such as global advertising, marketing planning, public relations, sales management and the psychology of advertising. Underpinning the teaching and learning approach will be a consideration to issues of ethics and sustainability and how this can impact on brand value, when there is a failure to consider these things. 

Course Specification
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Modules

Overview

This course includes the Professional Development Module. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Professional Development module.

Modules

  • Crisis Management and Public Relations

  • Advertising Psychology

  • Digital Marketing Strategy

  • Marketing Communications

  • Marketing Strategy Planning and Control

  • Global Advertising Management

  • Sales Management

  • Creative Advertising

  • Global Professional Development - Consultancy

  • Postgraduate Dissertation/Consultancy Project*

    *Internships and research internships as part of the final consultancy project module are subject to availability and a competitive application and selection process.

We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.

In more detail...

  • Successful completion provides exemption towards the CIM Professional Diploma in Marketing qualification.
  • With over 5,000 students, Coventry Business School is one of the largest in Europe, rated as ‘excellent’ by Eduniversal.
  • We are ranked 15th best in the UK for ‘Business, Management and Marketing’ in the UK in the Guardian University Guide 2020.
  • Vibrant student community with lots of student-led social events and activities, such as breast cancer charity fundraising and a sports away day.
  • Regular guest speakers from industry speaking about various marketing challenges, for example, big data, social media and online customer engagement.
  • Use of state-of-the art digital communications lab – the DigiComm Lab –  equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Staff stay abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the Academy of Marketing or the European Marketing Academy.

Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.

Opportunities to participate in industry field trips, to advertising agencies and exhibitions, such as the Digital Marketing Show.

Your main study themes are:

  • Marketing Management: You will study topics such as consumer behaviour, brand communications and strategy as well as specialist options such as creative advertising development and campaign management.
  • Strategic advertising management: Aims to develop the skills required to make strategic advertising management decisions in the workplace. We will develop your critical evaluation, analytical and decision making skills, together with knowledge related to managing agency relationships, advertising planning, and execution.
  • Services and retail marketing: For those marketing graduates who find employment in service industries, the traditional product-based models of marketing are not always useful. Within services, retailing is an activity of enormous economic significance to most developed countries. In the UK alone it employs over 10% of the workforce. We explore the theoretical concepts surrounding services and retail marketing.
  • Digital and social media marketing: Provides guidance on how to apply marketing on the Internet and emerging digital technologies, building on existing theories and concepts and questioning the validity of various e-models in the light of the differences between the internet and alternative media. We focus on the drivers for the increase in web engagement and social networking approaches, exploring the different strategies of developing and implementing digital marketing strategies to suit different organisational settings.
  • Consumer behaviour: An in-depth understanding of consumer behaviour underpins all marketing activities, so we provide a detailed insight into the psychology of consumers (their motivations, thoughts, feelings, reasoning, information processing, decision making and behaviour) and how they interact with their socio-economic and cultural environment to achieve their goals in today’s society.

The course is structured to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials.

You’ll research marketing literature and be encouraged to investigate, analyse and discuss from a critical perspective issues in advertising, and live projects including producing a full situations analysis and marketing communications campaign for companies which have included Revive, Brewhouse and Kitchen, Greene King Farmhouse Inns and Tewkesbury Borough Council.

We have regular guest lectures with marketing speakers from industry and offer a range of field trips both nationally and internationally, which provide exposure to industry and develop your intercultural competencies. Field trips are subject to availability, and fees apply. 

We have a range of iPads  for you to use in class (subject to availability) as well as using innovative teaching practices where you will pitch, present, and use innovation tools during your learning. 

This course will be assessed using a variety of methods which will could vary depending upon the module.

The Coventry University Group assessment strategy ensures that our courses are fairly assessed and allows us to monitor student progression towards the achieving the intended learning outcomes. Assessments may include exams, individual assignments or group work elements, however, as this course has been designed around the requirements of the marketing industry, and therefore contains no formal written examinations.

On successful completion, you should have knowledge of:

  • The essential principles of marketing and advertising practices.
  • Customers and stakeholders and their role within organisations.
  • How to identify and apply an appropriate depth of analysis from relevant sources of marketing information and research techniques.
  • Selected specialist sub-disciplines within marketing, advertising or management at an advanced level.
  • Current contemporary issues including sustainability, ethics and CSR in marketing and digital marketing.
  • The tools used in digital and social media marketing using appropriate software.


On successful completion, you should be able to:

  • Apply appropriate techniques to solve marketing communications problems in business.
  • Present ideas and findings to an audience, communicating effectively in written, verbal or electronic format using appropriate business media and IT applications.
  • Identify a marketing or advertising problem, choose and justify an appropriate research method and attempt to answer a question posed.
  • Source, analyse and apply appropriate marketing information to support decision making.
  • Develop and implement creative ideas in response to an advertising brief.
  • Critically analyse and interpret marketing data and consumer responses to advertising and marketing activities.
  • Develop an advertising and marketing plan.

In a typical teaching week, you will have up to 14 ‘contact’ hours of teaching. This generally breaks down as:

  • Personal tutorial/small group teaching: Several smaller one to one tutorial/seminars will be organised over the semester per module.
  • Medium group teaching: 9 hours of practical classes, workshops or seminars each week.
  • Large group teaching: 4 hours of lectures each week.

In addition, you will be expected to undertake a further 110 hours of self-directed studying per module per semester and revising in your own time.

You will have the opportunity to gain international experience in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Nearly two-thirds of the Department’s staff have joined from overseas countries, leading to a department that is very international in outlook.

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as Global Advertising Management or Global Professional Development  (Consultancy) are just two examples where there is a direct reference to international perspectives. 

The course also offers the opportunity for international experiences, with previous cohorts of students on similar courses having visited Leuen in Belgium and Greece. Overseas field trips are subject to availability, and fees apply. 

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2016/17, we were able to provide a total of 3,482 student experiences abroad that lasted at least five days.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA 2016/17)


3,482

Student experiences

The number of student trips abroad for at least 5 days in 2016/17


21,000

and counting

The number of students we’ve helped travel internationally so far

12

global programmes

As well as trips, we offer other opportunities like language courses


What our students say...

As a Belgian student, studying at Coventry University has truly been an adventure. Thrown in a new class group, you get to know a lot of people. Through group work you get to know these people even better and eventually make a lot of new friends. Thanks to passionate lecturers and fascinating seminars the weeks flew by.

Jolien Leesen, Belgium, MA Advertising and Marketing

Entry Requirements

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

English as a Foreign Language: This course requires IELTS of 6.5 overall, with no component lower than 5.5. Pre-sessional English is available if required

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Accepted applicants will normally hold an honours undergraduate degree (minimum 2:2) in a relevant academic discipline, such as a marketing or business management degree. Applicants with a degree in another discipline may be admitted after consideration on a case-by-case basis. Applications from candidates with relevant experience are encouraged and will be considered on an individual basis.

Accreditation for prior learning (APL) is in accordance with University regulations.

English as a Foreign Language: This course requires IELTS of 6.5 overall, with no component lower than 5.5. Pre-sessional English is available if required

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

What our students say...

As a Belgian student, studying at Coventry University has truly been an adventure. Thrown in a new class group, you get to know a lot of people. Through group work you get to know these people even better and eventually make a lot of new friends. Thanks to passionate lecturers and fascinating seminars the weeks flew by.

Jolien Leesen, Belgium, MA Advertising and Marketing

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


September 2019

£11,450 (per year)


UK Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.

Starts

Fee


September 2019

£11,450 (per year)


EU Scholarships

We're investing into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Starts

Fee


September 2019

£15,800 (per year)


International Scholarships

We're investing into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

EU student fees

EU nationals and their family members starting in the 2019/20 academic year remain eligible for the same fees as home students and the same financial support. Financial support comes from Student Finance England, and covers undergraduate and postgraduate study for the duration of their course, providing they meet the residency requirement.

For tuition fee loans

EU nationals must have resided in the European Economic Area (EEA) or Switzerland for the three years prior to the start of their course. The purpose of that three year residency should not have been mainly for the purpose of receiving full time education.

For maintenance loans

EU nationals must have resided in the UK and Islands for the five years prior to the start of their course. The purpose of that five year residency should not have been mainly for the purpose of receiving full time education.

What our students say...

As a Belgian student, studying at Coventry University has truly been an adventure. Thrown in a new class group, you get to know a lot of people. Through group work you get to know these people even better and eventually make a lot of new friends. Thanks to passionate lecturers and fascinating seminars the weeks flew by.

Jolien Leesen, Belgium, MA Advertising and Marketing

Career prospects

Almost 200,000 people are employed in advertising and marketing jobs within the UK creative economy with annual advertising expenditure over £20 billion and rising. Highly skilled marketing professionals are in great demand.

Graduates of this course can pursue a wide range of career opportunities in marketing or communications agencies, in-house marketing departments or the rapidly expanding digital, direct and interactive marketing industry.

You will have the support of dedicated Personal Employment Tutors, who are industry trained, and our well-established Employment Unit, Business Futures, has an extensive network of employers with a wide range of internship possibilities. The employment unit also supports you with workshops and guidance on the various aspects of the employment process such as preparing your CV, interview practice and mock assessment centers.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. Alongside Business Futures, the University's Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Previous graduates have secured exciting and rewarding positions in a wide variety of marketing areas such as brand management, creative advertising development, marketing associate professionals, higher education teaching professionals, senior professionals of educational establishments, advertising account managers and creative directors, sales accounts and business development managers, working with leading organisations worldwide such as Jaguar Land Rover, L’Oreal Brandstorm in Zurich, Mimeo, WBTCB, Biocote, China Unicom, Coventry University, Kings College, Dentsu Aegis Network, Navien, Hale Company, TDM Ltd, Venus and many others.

Where our graduates work

Previous graduates have secured exciting and rewarding positions in a wide variety of marketing areas such as brand management, creative advertising development,  marketing associate professionals, higher education teaching professionals, senior professionals of educational establishments, advertising accounts managers and creative directors, Sales accounts and business development managers, working with the leading organisations worldwide such as Jaguar Land Rover, Zurich, Mimeo, WBTCB, Biocote, China Unicom, Coventry University, Kings College, Dentsu Aegis Network, Navien, Hale Company, TDM Ltd, Venus and many others.

What our students say...

As a Belgian student, studying at Coventry University has truly been an adventure. Thrown in a new class group, you get to know a lot of people. Through group work you get to know these people even better and eventually make a lot of new friends. Thanks to passionate lecturers and fascinating seminars the weeks flew by.

Jolien Leesen, Belgium, MA Advertising and Marketing
Disclaimer

By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the University. A copy of the 19/20 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the University will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the University.

The tuition fee for the course that is stated on the webpage and in the prospectus will apply. If the duration of the course is longer than one academic year, the University may increase the fee for each subsequent year of study but any such increases will be no more than inflation.

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Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
Coventry University UK top new University 2018
Coventry City of Culture 2021