Advertising and Public Relations Management MSc

About the course

Advertising and Public Relations (PR) are fast-moving and highly competitive professions as well as being extremely popular career choices. To be successful in these fields you need talent, high-level skills and insight. This course will equip you with the in-depth knowledge, the specialist skills, the critical understanding and the confidence required for a successful management career in these industries.

This course provides the skills and knowledge to get ahead in an exciting career in marketing communications management. It is suitable for students with or without previous marketing experience and/ or qualifications.

The main aims of the course are to:

• Equip you with sufficient knowledge to understand the key marketing issues facing organisations and to embark on a career in marketing communications

• Develop your expertise in advertising and public relations management

• Prepare you for your future career with advanced communication skills, both written and spoken, within the marketing discipline

• Offer an opportunity for both personal and professional development which will be useful not just for any marketing position but also in a wider lifelong learning framework

The course complements our other two postgraduate marketing degrees: Marketing Management MSc – a general marketing degree designed for those without previous marketing experience or qualifications; and Strategic Marketing MSc – a specialist degree which is designed to take those who already have marketing experience or qualifications to a deeper level of understanding.

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Key facts

Duration: One year full-time, up to six years part-time

Entry and admission criteria

You should hold a good honours degree, or overseas equivalent, in any subject. Applications from mature students with significant business experience will be considered on an individual basis. If English is not your first language, an IELTS score of 6.5 (including a minimum of 5.5 in each component) or equivalent is normally required. English language tuition is available both before and during the course if required.

Teaching and assessment

Teaching is delivered through formal lectures, informal seminars, tutorials, workshops, discussions and -learning packages. You will also be expected to undertake independent study and research. Assessment will usually be through a combination of individual and group work, presentations, essays, reports and exams.

Course modules

This course is grounded in the latest theory and also has a strong practical element. There will be many chances to apply your knowledge and develop the advanced skills that will help you to enjoy a successful marketing career.

The content within the modules offered reflects the changing marketing landscape. For example, developments in social and digital media are embedded throughout the programme and are integral to certain modules such as Direct & Digital Marketing Strategic e-Marketing and

The Media Context of Marketing Communications. Other key themes covered across the programme include Paid Owned Earned media planning, insight management, innovation and entrepreneurship, customer management , campaign planning, working with agencies and international marketing perspectives.

The course starts with an induction in September which introduces the course team, the modules to be studied, and the business skills required for both the course and for a career in marketing.

You will take a number of core (compulsory) modules. The following are indicative of these core modules:

The Media Context of Marketing Communications examines the nature and development of contemporary media as well as the implications of emerging digital technologies and evaluates media potential for carrying marketing communications

Managing Advertising andCommunications provides a thorough grounding in all aspects of promotional activity, especially integrated marketing communications, and the development and management of advertising campaigns.

Marketing Research in Practice shows how marketing decision making is supported by detailed marketing information, and the techniques employed to gather and assess that information

Brand PR focuses on the use of Marketing PR at brand level. It concentrates on the use of PR techniques to build and promote brands developing a critical understanding of Marketing PR theories and practice and how they integrate with other promotional techniques

Marketing Theory and Practice is an introduction to the key areas of marketing, building the foundation for further study – this module is for students who have not studied marketing before.

Project Management considers the scope and definition of a project, its significance as an instrument of change and the roles and responsibilities of people within it. The module incorporates a chosen strategic marketing scenario which stimulates the experience of being in a real project team. The application of a range of project management tools is critically evaluated for the execution, management and control of project management throughout all its phases

Research Methods for Marketers develops research and analysis skills for an in-depth understanding of markets and for the final project. During the final semester, June to September, you will complete a marketing analysis project on a marketing communications topic of your choice.

Management Study Support is a practical module which teaches advanced communication and study skills to support you while studying at master’s level and to equip you with essential skills for a successful career in marketing

You normally choose two further modules. The following are typical of the elective modules offered:

• Corporate PR
• Direct and Digital Marketing
• Consumer Culture and Behaviour
• Strategic e-marketing
• Creative Brand Strategy
• Customer Relationship Management
• Applied International Marketing

The course culminates in the Marketing Communications Project, a substantial piece of work on a topic of your choice. These projects have proved to be valuable aids to demonstrating your expertise to future employers.

Academic expertise

You will be taught by highly experienced academics who also conduct leading-edge research and commercial consultancy projects in many marketing fields. The breadth of our staff expertise means that he department can cover a wide range of marketing activities while also allowing staff to specialise in their own, particular marketing areas.

The department supervises a number of PhD research students, and marketing staff regularly publish in academic journals, and write books and industry reports.

Additionally, our £35 million Hugh Aston Building offers state-of-the-art teaching and computer lab facilities.

Industry links and professional accreditation

Additional professionalqualifications

The De Montfort University Strategic Marketing MSc, Advertising and Public Relations Management MSc and Marketing Management MSc are three of a small number of marketing courses in the UK that are accredited by The Chartered Institute of Marketing (CIM ) for a Dual Award. This Dual Award means that while you are studying for your qualification you also have the opportunity to work towards achieving the CIM Professional Diploma in Marketing as part of your degree programme, enabling you to graduate with an enhanced qualification that is sought after by employers.

In addition, if you successfully complete the elective Direct and Digital Marketing module you will benefit from significant exemptions for the Certificate in Direct and Digital Marketing awarded by the Institute of Direct Marketing (IDM ). Most of our students opt to take the additional exam required and leave with this professional standard certificate alongside their marketing degree. Visit theidm.com for more information on the certificate

These additional professional qualifications make you more marketable by distinguishing you from other candidates and is another important step in your career development.

Industry Links

This Masters degree has close links with industry which include guest lectures, masterclasses and industry field trips. A number of senior figures from the world of marketing, advertising and public relations are invited to deliver guest lectures. Recent contributors to the programmes include executives from: IBM, Tesco, Next, American Express, Thomas Cook, Digimind, BMW, OMD, Rabbit Agency, Big Communications, IDM and CIM. Leading experts and thinkers contributing to the programme include Drayton Bird, Merlin Stone, David Rance, Neil Woodcock, John Seddon and Liz Machtynger.

The course provides opportunities to work on live or near live projects enabling students to gain further ‘real world’ experience. Modules also incorporate materials provided by outside agencies/companies enabling students to access and experience proprietary data, models and tools not in the public domain.

Graduate careers

There are numerous career opportunities within the world of marketing communications – and this degree will help you prepare for many of them. Graduates may go into advertising or PR agencies or take jobs client-side (i.e. within the companies who employ the agencies) – working their way up to senior management positions within large organisations. Alternatively, they may take the entrepreneurial approach and play a key role in a new venture – a new division, a new brand or a company start-up. Whatever you decide to do, this degree will give you the skills you need to be a successful manager within this specialist field.

Recent graduates from our MSc programmes are now working for a variety of UK and international companies including IBM, Candi, Schroders Investments, Saudi Industrial Development Fund, Sudan International University and Ski Cool St Moritz. Recent agency and media appointments include DDB Hong Kong, Leo Burnett Cyprus, Razorfish, The Station Agency, Big Communications, Northcliffe Media and Virgin Outdoor.

Fees and funding

Home/EU Students: For 2012/13 entry the tuition fees for this course are £6,500. Overseas Students: For 2012/13 entry the tuition fees for this course are £11,200
A range of scholarships and early payment discounts are also available for eligible students. For the latest information on UK funding, please visit dmu.ac.uk/pgfunding| and for international fee information please visit dmu.ac.uk/fees|