Advertising and Marketing MA

Study level: Postgraduate
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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.

Year of entry



Coventry University (Coventry)

Study mode



1 year full-time
2 years part-time

Course code


Start date

September 2024

Course 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.

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Joint Top Modern University for Career Prospects

Guardian University Guide 2021 and 2022

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5 QS Stars for Teaching and Facilities

QS Stars University Ratings

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Top 5 UK Student City in England (Coventry)

QS Best Student Cities Index 2024

Why you should study this course

Careers in the worlds of advertising and marketing are some of the most attractive, in financial terms and in terms of career progression.

This course aims to:

  • Prepare you to be a professional advertising and/or marketing communications practitioner.
  • Provide you with theoretical knowledge, skills and personal attributes needed to become a manager in the field upon successful completion.
  • Mould you into an adaptable and reflective advertising and marking communication specialist capable of filling management level positions.
  • This course also has a growing network of alumni working in advertising and marketing industry, nationally and internationally, whose feedback informs the continuous development of the course.
  • This course is accredited1 by the Chartered Management Institute and includes a module that provides you with the opportunity to gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

Accreditation and professional recognition

This course is accredited1 and recognised by the following bodies:

Chartered Management Institute (CMI)

Chartered Management Institute (CMI)

As part of this course, you will undertake a professional development module currently accredited by the Chartered Management Institute for the 2024-25 intake. Upon successful completion of this module (achieving a pass grade), you will be eligible for the CMI Level 7 Certificate in Strategic Management and Leadership Practice at no additional cost.

Coventry University’s accreditation with CMI is currently ongoing for the relevant modules and is regularly reviewed and monitored by the CMI through its quality systems.

Chartered Institute of Marketing (CIM)

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 2024/25 intake. If the accreditation of this course change, we would seek to 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 you'll study

This course currently 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. Please see the Accreditations and Professional Recognition section for more information. For more information on the content of each module, see the module information below.


  • 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.


  • 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.


  • The purpose of this module is for you to examine the challenges of managing corporate communications, crisis management, and public relations. This module explores 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.


  • 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.


  • 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.


  • This module is key to providing you with a critical understanding of the theory, knowledge and skills required to plan for and make marketing communications decisions. You’ll have the opportunity to use interactive learning, to develop the analytical and decision-making skills required by marketing communications practitioners in the workplace.


  • This module is key to developing operational marketing skills for future application in the workplace. The module aims to 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. It also focuses on the implementation, control and evaluation of the marketing planning framework.


  • This module aims to provide students with a framework of knowledge and understanding of how to manage change using creativity and innovation whatever the master’s degree of specialisation they elect to follow, in different types of organisational scenarios. You will critically assess strategies for change and change management, and explore the leadership skills required to lead such successfully. You will explore for example, the complexity of innovative strategic plans, implementation plans and how to apply analytical techniques, theories, models and creative problem solving to manage change with confidence.


  • This module aims to introduce you to the key concepts involved in contemporary research in relation to your course subject area. You will also be given critical insight into relevant contemporary trends and research priorities. The module will enable you to develop your understanding of key current research techniques and methodologies. You are provided with the opportunity to critically explore innovative research methodologies, while seeing such approaches in practice through practical examples of contemporary research in your subject area.


  • You are required to carry out a substantive piece of individual research into a business management issue, supported by a series of workshops on research methods. You’ll be expected to draw upon the knowledge acquired, and the variety of skills developed during the course. You will be given the opportunity to either research a theoretical research question of your choice or to address a real question from a host organisation.


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.

How you'll learn

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. Request further information about part-time study.

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.

This course may feature 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.

Teaching contact hours

The number of full-time contact hours may vary from semester to semester, however, on average, it is likely to be around 12 contact hours per week in the first and second year.

Additionally, you will be expected to undertake roughly 12 hours each week, depending on the demands of individual modules.

The contact hours may be made up of a combination of face-to-face teaching, individual and group tutorials, and online classes and tutorials

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.

Since COVID-19, we have delivered our courses in a variety of forms, in line with public authority guidance, decisions, or orders and we will continue to adapt our delivery as appropriate. Whether on campus or online, our key priority is staff and student safety.


This course has a range of innovative, academic and authentic assessments. For example, this course includes assessments such as:

  • Marketing communications campaign for a real client
  • Conference paper
  • Academic poster with commentary
  • Marketing plan
  • Video of created advertisement
  • Sales portfolo with sales roleplay
  • A crisis management manual
  • The response to a creative brief.

This course has no written examinations.

The Coventry University Group assessment strategy aims to ensure that our courses are fairly assessed and allows us to monitor student progression towards achieving the intended learning outcomes.

International experience opportunities

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. (Staff subject to change).

Within course content, we encourage an international outlook in all modules through the use of international case studies. Modules such as Global Advertising Management includes direct reference to international perspectives.

There are also opportunities to visit other countries and institutions2, 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.

Entry requirements

Typical offer for 2024/25 entry.

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.

We recognise a breadth of qualifications; speak to one of our advisers today to find out how we can help you.

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Select your region to find detailed information about entry requirements:

You can view our full list of country specific entry requirements on our Entry requirements page.

Alternatively, visit our International hub for further advice and guidance on finding in-country agents and representatives, joining our in-country events and how to apply.

If you do not have the typical entry requirements, you may want to consider studying this course with an international pre-master's. Upon successful completion our International Pre-Master's - Business will provide you with the knowledge and skills you need to progress onto this postgraduate degree.

Typical 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.

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

English language requirements

  • IELTS: 6.5 overall, with no component lower than 5.5

If you don't meet the English language requirements, you can achieve the level you need by successfully completing a pre-sessional English programme before you start your course. 

For more information on our approved English language tests visit our English language requirements page.

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Fees and funding

2024/25 tuition fees.

Student Full-time Part-time
UK, Ireland*, Channel Islands or Isle of Man £11,200   Request fee information
EU £11,200 per year with EU support bursary**
£20,050 per year without EU support bursary**
Not available
International £20,050   Not available

For advice and guidance on tuition fees3 and student loans visit our Postgraduate Finance page and see the university's Tuition Fee and Refund Terms and Conditions.

We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.

Tuition fees cover the cost of your teaching, assessments, facilities and support services. There may be additional costs not covered by this fee such as accommodation and living costs, recommended reading books, stationery, printing and re-assessments should you need them.

The following are additional costs not included in the tuition fees:

  • Any optional overseas field trips or visits: £400+ per trip.
  • Any costs associated with securing, attending or completing a placement (whether in the UK or abroad).

*Irish student fees

The rights of Irish residents to study in the UK are preserved under the Common Travel Area arrangement. If you are an Irish student and meet the residency criteria, you can study in England, pay the same level of tuition fees as English students and utilise the Tuition Fee Loan.

**EU Support Bursary

Following the UK's exit from the European Union, we are offering financial support to all eligible EU students who wish to study an undergraduate or a postgraduate degree with us full-time. This bursary will be used to offset the cost of your tuition fees to bring them in line with that of UK students. Students studying a degree with a foundation year with us are not eligible for the bursary.

  • We carry out an initial fee status assessment based on the information you provide in your application. Your fee status determines your tuition fees, and what financial support and scholarships may be available to you. The rules about who pays UK (home) or international (overseas) fees for higher education courses in England are set by the government's Department for Education. The regulations identify all the different categories of student who can insist on paying the home rate. The regulations can be difficult to understand, so the UK Council for International Student Affairs (UKCISA) has provided fee status guidance to help you identify whether you are eligible to pay the home or overseas rate.

    If you meet all the criteria required by any one category, including any residence requirements, your institution must charge you the home rate. You only need to find one category that you fit into.

Careers and opportunities

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 centres4.

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.

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.

How to apply

  • Coventry University together with Coventry University London, Coventry University Wrocław, 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.


    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 unpaid and/or 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, public authority guidance, decisions or orders and visa requirements. To ensure that you fully understand any 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 UK (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.


    Facilities are subject to availability. Access to some facilities (including some teaching and learning spaces) may vary from those advertised and/or may have reduced availability or restrictions where the university is following public authority guidance, decisions or orders.

    Student Contract

    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 current 2023/2024 contract is available on the website for information purposes however the 2024/25 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.

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