Advertising and Marketing MA 2023/24 entry
The content of this course for 2023/24 entry is still being updated. The information on these pages relates to 2022/23 entry and is for guidance only. Please revisit this course page for updated information.
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 needed to prepare you for a career harnessing the power of marketing and advertising to drive business growth, or positively change behaviours.
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 upon successful completion.
Our graduates, upon successful completion, will be adaptable and reflective advertising and marketing communications specialists, capable of filling management level positions. We can now boast of a 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.
COVID-19
The University may deliver certain contact hours and assessments via emerging online technologies and methods across all courses. In response to the COVID-19 pandemic, we are prepared for courses due to start in or after the 2020/2021 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.
Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Global ready
An international outlook, with global opportunitiesEmployability
Career-ready graduates, with the skills to succeedStudent experience
All the support you need, in a top student cityAccreditation 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, Leading Strategic Change through Creativity and Innovation. 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 can 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. If any changes occur with respect to our accreditation related to these modules, we will seek to 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 Accredited Degree website for further information. Additional fees apply
This course is accredited by the CIM for the 2021/22 intake. If the accreditation of this course change, we would seek to 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, a global membership organisation dedicated to management development, covering over 900 members across 91 countries. Coventry Business School is recognised by the above memberships for the 2021/22 intake. There is currently no intention for this membership to lapse however if it were not to be renewed we would notify applicants and students as soon as possible.
Chartered Association of Business Schools (CABS)
Coventry Business School is currently an active member of the Chartered Association of Business Schools, which has a membership of over 120 business schools and higher education providers, and supports its members in maintaining high standards of teaching and research. There is currently no intention for this membership to lapse however if it were not to be renewed we would notify applicants and students as soon as possible.
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.
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 has a strong focus on corporate engagement, which enables you the opportunity to gain a wide range of transferable skills that could enhance your employability upon successful completion. This could include 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 have the chance to 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 the opportunity to develop your analytical skills when faced with ethical concerns in a variety of different contexts. You will have the opportunity to critically evaluate theories of cognitive, behaviour and social psychology, which are relevant to understanding the nature and effectiveness of advertising.
You will also have the chance to 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 aims to provide 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
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Modules
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...
The course involves a range of modules with a national and international focus that are taught in an inter-culturally diverse learning environment, which currently benefits from staff with a variety of backgrounds. We have a strong focus on corporate engagement, allowing you the opportunity to develop a wide range of transferable skills that could prepare you for your career, upon successful completion, and which could include producing and pitching a marketing communications campaign, producing a sales management portfolio, conducting online presentations and taking part in a simulated crisis management activity. Please note that staff are subject to change.
While studying on this course, you will be assessed through a variety of methods designed to reflect the skills you will need in any future career in the advertising or marketing sectors. For example, you may be asked to produce a crisis management manual or respond to a creative brief. These authentic assessments take the place of formal examinations, which have been completely removed from the course, and are designed to help further your ability to apply the content of the course to tasks that could be relevant in your future career. For a full list of assessment methods, please see the ‘How you’ll be assessed’ section
You will be taught by staff with both academic research and industry experience, many of whom have spent time in roles such as marketing executives, managers and directors of private and public sector organisations. Many of the academics are both nationally and internationally recognised in their respective fields of specialism, publishing their research in the highest quality academic journals. Please note that staff may be subject to change. Alongside these academics, the course boasts a growing number of alumni working within advertising, who currently maintain strong links with those teaching the course, to help inform the style of teaching and examples used within modules.
Employability is also embedded through the course by the inclusion of a Chartered Management Institute (CMI) accredited module, Professional Development. If you successfully complete the CMI module you can gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting. Please see the Accreditations and Professional Recognition section for more information.
Coventry University is currently a Chartered Institute of Marketing (CIM) accredited study centre, as well as being part of the CIM Accredited Degree scheme, which provides you with certain exemptions from certain modules of CIM qualifications upon successful completion of this course (additional fees apply). Please see the Accreditations and Professional Recognition section for more information.
- In 2019, 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 (subject to availability)
- Opportunity to study a module accredited by the CMI, as well as gaining certain exemptions from certain CIM qualifications upon successful completion of this course. Please see the Accreditations and Professional Recognition section for more information.
- Opportunity to make use of our digital communications lab – the DigiComms Lab – equipped with industry-standard software, including Adobe Comp, Adobe Slate, Adobe Voice, Behance, WordPress and social media platforms (subject to availability).
- 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. Please note that staff are subject to change.
- 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, which have previously included 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. Please see the ‘How you’ll be assessed’ section for more details.
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 be encouraged to 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 award criteria and award winning case studies 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 explore how to critique advertising and have the opportunity 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 try 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 aims to build 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 in aiming to 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. You will also recognise the complexities of marketing communications application. You will have the chance to 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 which is designed to help develop analytical and decision-making skills required by marketing communications practitioners in the workplace.
- Marketing Planning Strategy and Control: You should 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 have the opportunity to focus on the implementation, control and evaluation of the marketing planning framework.
This course can be offered on a part-time basis, with study over two years. Whilst we would like to give you all the information about our part-time offering here, it is tailored for each course each year depending on the number of part-time applicants. Therefore, the part-time teaching arrangements vary. You can make an enquiry about part-time study using our online forms, for UK and for EU/International students.
The course structure aims to provide a mix of classroom and lab-based activity with a series of lectures, associated seminars, practical workshop classes and personal tutorials. These sessions may be delivered through a combination of face-to-face teaching and online classes and tutorials.
You’ll be encouraged to research marketing literature and 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, delivered in-person or virtually, and offer a range of field trips both nationally and internationally, which are designed to provide exposure to industry and aim to develop your intercultural competencies (subject to competitive application, availability, meeting applicable visa requirements and additional fees may 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 can 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 will 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.
As an innovative and enterprising institution, the University may seek to utilise emerging technologies within the student experience. For all courses (whether on-campus, blended, or distance learning), the University may deliver certain contact hours and assessments via online technologies and methods.
In your first and second semester, you will have around 12 contact hours of teaching a week. The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials.
A strong emphasis is placed on the Project module 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.
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. Please see the Accreditation and Professional Recognition section for further information on the Global Professional Development (Consultancy) module.
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, past students on similar courses had the opportunity to visit the Perfetti van Melle headquarters (global brands like Mentos and Alpenliebe) and work on live case studies. In addition, past students on similar courses attended a seminar on negotiations at Athens University of Economics and Business.
Please note that we are unable to guarantee any placement or study abroad opportunities and that any such opportunities referred to on this webpage may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
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.
Entry 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.
Fees and funding
2023/24 Tuition fees
For advice and guidance on tuition fees3 and student loans visit our Postgraduate Finance page.
We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.
Course essentials – additional costs
This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to) travel, accommodation, activities and visas.EU student fees
EU nationals starting in the 2020/21 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 starting in the 2020/21 academic year 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 starting in the 2020/21 academic year 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.
Career prospects
Graduate Immigration Route visa
Based on current information from the UK Government, international students whose study extends beyond summer 2021 may be eligible for a visa under the UK Government’s Graduate Immigration Route, which will enable students to stay and work, or look for work, in the UK at any skill level for up to two (2) years. Check the most up to date guidance available to check your eligibility and any updates from the UK Government before making an application or enrolment decision.
As of the end of 2019, around 15,000 people are employed in advertising and marketing jobs within the UK creative economy with annual advertising expenditure in 2019 over £21 billion and rising. In recent years, highly skilled marketing and advertising professionals have been in great demand.
Graduates of this course can pursue a wide range of career opportunities in marketing or advertising agencies, in-house marketing departments or the rapidly expanding digital, direct and interactive marketing industry.
You will have the support of dedicated employment staff, who are industry trained, and our well-established employment unit, the Talent Team, has staff based with Coventry Business School who have 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. The University’s Talent Team provide a wide range of support services to help you plan and prepare for your career.
Please note that we are unable to guarantee any placement or internship opportunities and that any such opportunities referred to may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
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.
Disclaimer
Coventry University together with Coventry University London Campus, CU Coventry, CU London, CU Scarborough and Coventry University Online come together to form part of the Coventry University Group (the “University”) with all degrees awarded by Coventry University.
1Accreditations
The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.
2UK and international opportunities
Please note that we are unable to guarantee any UK or International opportunities (whether required or optional) such as internships, work experience, field trips, conferences, placements or study abroad opportunities and that all such opportunities may be subject to additional costs (which could include, but is not limited to, equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas), competitive application, availability and/or meeting any applicable travel COVID and visa requirements. To ensure that you fully understand the visa requirements, please contact the International Office.
3Tuition fees
The University will charge the tuition fees that are stated in the above table for the first Academic Year of study. The University will review tuition fees each year. For Home Students, if Parliament permit an increase in tuition fees, the University may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation.
For International Students, we may increase fees each year but such increases will be no more than 5% above inflation. If you defer your course start date or have to extend your studies beyond the normal duration of the course (e.g. to repeat a year or resit examinations) the University reserves the right to charge you fees at a higher rate and/or in accordance with any legislative changes during the additional period of study.
4Facilities
Due to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Student Contract
By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. The 2023/24 Contract is currently being updated so please revisit this page before submitting your application. 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.
