The overall aim of the course is to facilitate an individuals' knowledge, critical appreciation and expertise to enable them to develop, implement and evaluate integrated marketing communication strategies. This will be achieved by providing students with a critical understanding of: -A rigorous, disciplinary conceptual framework that allows a strategic and integrated approach to be taken to marketing communications; -The marketing principles and strategies underpinning marketing communications strategies; -The major perspectives and models informing marketing communications; -The major perspectives and principles underlying the persuasion and influence of consumer audiences; -The role of research in marketing communications and the systematic research procedures required to investigate topics effectively; -The role of elements of the marketing communications' mix to integrated marketing communications culminating in a campaign plan; -The use of advertising as a strategic marketing tool; -The contribution of direct marketing to the marketing communication plan; -The role of public relations in a societal and business context and current and emerging approaches in public relations; -The nature, development and institutionalised forms of media in the United Kingdom and the extent to which they function in an increasingly global environment; -The nature and significance of current technological, regulatory and structural changes in the media industry; -The theoretical perspectives and research methods relating to the study of the media and the roles they play within the social context; -The nature and implications of emerging and convergent digital technologies; -The characteristics of and developments in services marketing.
Applicants should normally have an honours degree. Comparable qualifications, notably the Postgraduate Diploma of the Chartered Institute of Marketing, or relevant work experience will also be considered.
MA Marketing Communications
All aspects of marketing communications arise from the organisation’s marketing strategies. This unit establishes how organisations develop and implement marketing strategies.
The conceptual framework and operational perspectives of advertising are examined including its role in society and methods for measurement of its effectiveness.
Consumer Culture and Behaviour
This provides a critical appraisal of the theories and practice pertaining to persuasion and influence within communication. It focuses on change and constancy in individual and group beliefs, values, attitudes and behaviour. This understanding is essential to the work of marketing communications professionals.
Interactive Media Strategies
Demonstrates why marketers are increasingly using the Internet, Digital TV and other interactive media and gives students the ability to make strategic recommendations about their use. It covers diffusion theory, interactivity and human/computer interaction theory.
Gives the student theoretical and practical perspectives on public relations and corporate communication, and contributes to the development of integrated marketing communications.
Focuses on retention of existing customers and gaining further sales from them by developing appropriate direct marketing programmes. It looks at the use of databases to support effective direct marketing.
Research Principles and Practice
The ability to conduct and evaluate research is an important outcome of this programme. The unit contributes to this objective by examining the role of theory in the process of inquiry, investigating the major perspective informing marketing communications research and equipping students with the skills they need to conduct research.
Provides a strategic and integrated approach to the management, planning and development of advertising and marketing communication campaigns.
Students successfully completing these units will be entitled to the award of Postgraduate Diploma in Marketing Communications. Students who wish to proceed to the award of MA will need to achieve a consistently high standard of performance.
Advancing students then undertake an independent research project in an area of their choice, which must be directly related to an aspect of marketing communications and include primary research. The outcome of this will be a 20,000 word academically based dissertation. Students have up to two years to complete this phase of the programme.