Advertising and Marketing MA 2020/21 entry

Course code:

FBLT055

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

September 2020

 

Fees:

2020/21 fees TBC*
2019/20 fees - £11,450

Find out more

Faculty:

Get in touch

For questions regarding study and admissions please contact us:

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

Overview

Marketing - and advertising within it - comprise a vital and huge sector of the economy, requiring you to develop specialist skills and knowledge. By studying this course, you have the chance to learn the theories, strategies and practices to prepare you to enter a career in these exciting business areas.

Careers in the worlds of advertising and marketing are some of the most attractive, in financial terms and in terms of career progression, and this course aims to prepare you to be a professional advertising and/or marketing communications practitioner with the theoretical knowledge, skills and personal attributes needed to become a manager in the field.

Our graduates should be adaptable and reflective advertising and marketing communications specialists, capable of filling management level positions, following in the footsteps of our growing network of alumni working in the advertising and marketing industry, nationally and internationally, whose feedback informs the continuous development of the course.

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 currently includes the Chartered Management Institute (CMI)* accredited module, Global Professional Development - Consultancy. Students who successfully complete the CMI module and meet the CMI evidence requirements will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. This will enable you to apply for Chartered Manager status via the qualified route, once all CMI entry criteria have been met (please visit the CMI website for full details on the criteria to qualify as a Chartered Manager and applicable fees).

*Coventry University’s accreditation with CMI is currently ongoing for the relevant modules, but is frequently reviewed and monitored by the CMI through their quality systems. Whilst Coventry University hopes and anticipates that these reviews will continue to be successful, if they were to be unsuccessful, this relevant module in this course would no longer be accredited and we would notify applicants and students as soon as possible.


Chartered Institute of Marketing (CIM)

We are currently a Chartered Institute of Marketing (CIM)** accredited Study Centre, as well as being part of the CIM Graduate Gateway scheme, with the modules of our courses aimed to map to CIM professional qualifications. This means that students who successfully complete the Advertising and Marketing MA at Coventry University are exempt from certain modules of CIM qualifications. Please visit the CIM Graduate Gateway website for further information. Additional fees apply

**Coventry University’s accreditation with CIM is renewed annually, with the current course mapped to meet the awarding bodies requirements. Whilst Coventry University hopes and anticipates that any renewal would be successful, if the renewal were to be unsuccessful, this course would no longer be accredited and we would notify applicants and students as soon as possible.

European Foundation for Management Development (EFMD)

Coventry Business School is currently an active member of the European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Coventry Business School is currently an active member of the 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

By studying MA Advertising and Marketing, you will be given the opportunity to gain an understanding of a variety of topics related to marketing communications, with specific reference to the advertising industry.

The course is distinct from others due to a strong focus on corporate engagement, which enables you to gain a wide range of transferable skills that could enhance your employability, such as producing and pitching a marketing communications campaign, producing a sales management portfolio, online presentations and taking part in a simulated crisis management activity.

As well as featuring creative elements, the course will also give you the opportunity to develop your business acumen, by, for example, working with a client and working in a group to pitch a marketing communications campaign. You will also take part in a simulation exercise and have the opportunity to apply the necessary skills to engage with the media in order to manage a crisis. The course examines marketing communications and the communications process to enable you to develop your analytical skills when faced with ethical concerns in a variety of different contexts. You will critically evaluate theories of cognitive, behaviour and social psychology, which are relevant to understanding the nature and effectiveness of advertising.

You will have the chance examine current research in advertising, focusing on the persuasive and/or informative effect of advertising, the internationalisation of advertising, the ethical and social aspects of advertising and advertising as a communication tool.

The course provides you with a critical understanding of the challenges of managing corporate communications, crisis management and public relations. You will examine real-life exercises and reflective accounts based on the awards of an acclaimed advertising festival. 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.

Course Specification
Download PDF

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. For more information on the content of each module, see the Study Themes section of this course page.

Modules

  • Marketing Communications

  • Global Advertising Management

  • Digital Marketing Strategy

  • Advertising Psychology

  • Crisis Management and Public Relations

  • Marketing Strategy Planning and Control

  • Sales Management

  • Creative Advertising

  • Global Professional Development - Consultancy

  • Postgraduate Dissertation/Consultancy Project

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...

  • In 2018, Coventry Business School was rated as Excellent by Eduniversal, an annual ranking of business schools in over 150 countries.
  • Opportunities to participate in industry field trips, to advertising agencies, exhibitions and events (subject to availability and visa requirements, fees may apply)
  • Opportunities to hear from guest speakers from industry speaking about various marketing challenges, for example, Big Data, social media and online customer engagement.
  • Use of digital communications lab – the DigiComms Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms.
  • Informed staff who keep abreast of marketing issues and trends, sharing their experience of relevant national and international conferences, such as those organised by the CIM, the Academy of Marketing or the European Marketing Academy.
  • Chance to participate in live project briefs, which have previously included a Google online marketing challenge, as well as responding to a rebranding brief as requested by Kellogg’s.
  • Vibrant student community with lots of student-led social events and activities, such as fundraising for UK Boston Terrier Rescue, The Shakespeare Hospice, and breast cancer charities.
  • Assessed by methods designed to replicate situations relevant to a future career, with no formal examinations

Our main study themes are:

  • Advertising Psychology: You will explore the psychological underpinnings of advertising, as the module draws from theories of cognitive, affective and conative aspects of social psychology which are relevant to the understanding of the nature and effectiveness of advertising. You will critically examine current research in advertising, focusing on the persuasive and/or informative effect of advertising, the internationalisation of advertising, the ethical and social aspects of advertising, and advertising as a communication tool. This module explores contemporary advertising as it operates across a broad range of different media, examined from a variety of theoretical perspectives, with a view to encouraging a critical awareness of the social significance of living in a culture of increasingly intrusive promotion.
  • Global Advertising Management: You will have the opportunity to develop a critical understanding of the practices and challenges of the management of global advertising. Taking into account the scale and complexity of worldwide operations, as well as the accelerated change to a digital lifestyle, the module will encourage you to integrate advertising theory and its practical application. Techniques and theory drawn from the international best practice of leading multinational advertising agencies and teams, as well as legislative and regulatory concerns will all be examined to provide a solid underpinning for the development and management of the effective creative conceptual and promotional process. The module is based on the awards of an internationally-acclaimed advertising festival.
  • Crisis Management and Public Relations: You will examine the challenges of managing corporate communications, crisis management, and public relations. The strength and magnitude of the reputation of an organisation, entity or destination is pivotal of the way in which a complex range of stakeholders perceive it. Gaps can open between these perceptions and the way an organisation intends to be seen; this can be due to a range of forces, some foreseeable and manageable and others, not. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, fall in market valuation, difficulty raising finance and the recruiting of the right personnel. You will explore key themes around corporate reputation and corporate communications, using crisis management techniques and public relations as the main communications tools to help address and minimise gaps and to avoid potentially serious issues impacting on the organisation’s reputation.
  • Creative Advertising: You will have the chance to learn how to analyse, understand and evaluate the creative advertising process. You will learn how to critique advertising and to develop and execute an advertising campaign, including finding creative ideas, and proposing an appropriate media plan to meet an organisation’s marketing objectives. Advertising case study material will be used to develop students’ analytical skills, when faced with various advertising issues, including ethics, traditional and online advertising and advertising regulation.
  • Digital Marketing Strategy: This module is intended to provide you with both the theory and practice of digital marketing seen through a strategic prism. It builds on existing theories and concepts and encourages you to critically assess the use of the core tools of digital marketing strategy namely, social media, email, website design, online advertising and online public relations. The module specifically focuses on the drivers for the increase of online customer engagement in all the previously mentioned digital elements.
  • Sales Management: You will have the chance to develop your critical understanding of the principles and practice of selling and sales management as part of the marketing communications mix and sales strategy. You should be able to demonstrate a critical understanding of the sales process, the relationship between sales and marketing, sales force structure, customer relationship management and the use of technology to improve sales force effectiveness.
  • Marketing Communications: This module is key to help provide you with a critical understanding of the theory, knowledge and skills required to plan for, and make, marketing communications decisions. You will be given the opportunity to develop a critical and theoretical knowledge of the main communications planning frameworks and promotional tools. They will also recognise the complexities of marketing communications application. You will make judgments on the financial and creative aspects needed to achieve communications objectives. A feature of this module is the collaboration with a real ‘client’ organisation and includes interactive learning to develop analytical and decision-making skills required by marketing communications practitioners in the workplace.
  • Marketing Planning Strategy and Control: You will develop a strategic focus for marketing management by applying operational principles and practices to the framework of the marketing planning process in building organisational strategy. You will focus on the implementation, control and evaluation of the marketing planning framework.

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, in the past, 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.

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 has a range of innovative, academic and authentic assessments. For example, this course includes assessments such as producing a marketing plan based on a simulated organisation, providing a real client with a marketing communications plan and campaign, an individual video advertisement, an academic poster with viva presentation, a sales portfolio, a short story, a crisis management manual and the response to a creative brief. This course has no written examinations.

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.

On successful completion of this course, you should be able to:
  • Apply the latest paradigms used to develop global advertising, marketing planning and marketing communications theory and principles to solve issues using a range of techniques at the forefront of contemporary advertising and marketing communications in a multi-domestic context.
  • Critically analyse and evaluate public relations, sales management and the psychology of advertising, encompassing the narrative of ethical, sustainable, regulatory and societal considerations.
  • Demonstrate an appreciation of contemporary, complex, theoretical, global and national concepts relevant to digital marketing strategy and advertising in order to inform decision-making.
  • Identify synergies across multifaceted international advertising, strategic digital marketing and public relations issues both systematically and creatively to make sound judgements, in the absence of complete data, and at the forefront of contemporary advertising both domestically and globally.
  • 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.
  • Demonstrate professionalism and apply relevant skills relating to communication, teamwork, project planning, diversity, intercultural competence and responsibility for individual continuous learning and development in the advertising and marketing communications environment.
  • Critically evaluate and develop solutions to complex, inter-related, multi-faceted advertising and marketing issues that can be found in a variety of organisations and professional contexts.
  • Undertake independent research either in an academic or work context to solve complex problems, reaching informed decisions and critically review them in an international and domestic context.
  • Demonstrate knowledge and understanding of the principles of consultancy and the theories and practices found in leadership

We set out below the typical teaching contact hours that you will receive on this course. In addition to the contact hours below, we offer the opportunity to attend additional optional sessions, such as guest lectures (subject to availability), or to meet with staff during their advice and feedback hours.

In your first and second semester, you will have 12 contact hours of teaching a week.

A strong emphasis is placed on the postgraduate dissertation/consultancy project in your final semester and therefore total teaching contact hours may be reduced in the final semester.

In addition, you will be expected to undertake a significant amount of self-directed studying and revising in your own time each week, which may include, for example, guided study using hand-outs, online activities.

We recognise the difference that both work and an international experience can make to your future career – with that in mind, this course has been designed to incorporate the chance for you to gain international experiences in a number of ways, not least through the multicultural environment fostered by staff and students from all over the world. Currently, nearly two-thirds of the Department’s staff have joined from overseas countries, so our department 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 the Global Professional Development (Consultancy) are just two examples where there is a direct reference to international perspectives.

There are also opportunities to visit other countries and institutions, with previous cohorts on similar courses having visited countries such as Greece. While in Athens, students had the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies. In addition, students attended a seminar on negotiations at Athens University of Economics and Business.

Overseas trips are subject to availability and visa requirements, 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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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 2020

2020/21 fees TBC*
2019/20 fees - £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.

The following are additional costs not included in the course fees: For any optional overseas field trips or visits, additional costs may apply and attendance is subject to meeting visa requirements.

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

Around 15,000 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 and advertising 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 centres.

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.

Where our graduates work

Previous graduates on similar courses have secured positions in marketing areas such as brand management, creative advertising development, marketing associate professionals, buyers and procurement officers, managers and proprietors in other services, management consultants and business analysts, sales accounts and business development managers, managers and directors in retail and wholesale.

Some of our recent marketing graduates from similar courses are working with organisations such as Valeo, McCann-Erickson, Minority Group Support Services, Danco, IPU (Inter-Parliamentary Union), King Power, Dongguan Television, BMW, Dyson, IKEA, SmartSpotter (Hamilton Bright Group), Dukes International as well as owning their own companies.

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.

*2020/2021 course fees have not yet been determined by the University or government legislation. Once the course fees have been determined, the course web page will be updated to reflect your first year course fee. Please continue to revisit the course web page to identify the fee before you accept an offer of a place on the course and/or before you enrol at the University.

Coventry University ranked 15 in the UK
Coventry University awarded TEF GOLD Teaching Excellence Framework
University of the year for student experience
QS Five Star Rating 2019
Coventry City of Culture 2021