Advertising and Public Relations Management MSc

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

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

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 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 with a focus on competitive intelligence and strategy which is designed to take those who already have marketing experience or qualifications to a deeper level of understanding.

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

Core modules include:

• Strategic and Competitive Analysis encourages the development of a critical approach towards the strategies and actions of differing types of firms. More than 40 different tools of analysis are explored and extensively evaluated with the aim of obtaining a clear understanding of when each should, and should not, be used as core modules or (dependent upon previous marketing experience)
• 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
• Managing Advertising and Communications provides a thorough grounding in all aspects of promotional activity, especially integrated marketing communications, and the development and management of advertising campaigns
• Public Relations Planning and Management (double module) explores the practice of public relations within a business and marketing context, encourages a critical understanding of the structure and management of public relations agencies and of the key skills required in modern public relations practice
• 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
• 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
• 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 one further module. The following are typical of the elective modules offered:

• Customer Relationship Management
• Applied International Marketing
• Services Relationships and Social Marketing
• Direct and Digital Marketing
• Managing Complexity, Uncertainty and Conflict
• Consumer Culture and Behaviour
• Strategic e-marketing
• Creative Brand Strategy

Additional professional qualifications

If you successfully complete the Direct and Digital Marketing module you will also 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| or further information.

The De Montfort University MSc Advertising and Public Relations Management, MSc Marketing Management, MSc Strategic Marketing 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.

This additional professional qualification makes you more marketable by distinguishing you from other candidates and is another important step in your career development.

In addition, with appropriate work experience you will be eligible to join The Chartered Institute of Marketing with associate or member status and signatory letters ACIM or MCIM.

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 (ie 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.

Home/EU Students: For 2012/13 entry the tuition fees for this course are £6,500.

UKPASS is the postgraduate equivalent of UCAS and gives you a simple and efficient way to apply online. It allows you to search for a course and guides you through the application process. Using UKPASS you can apply for up to ten courses for free.

You can create your application in your own time, so you can consider, research and complete each section at your own speed. You can track your applications as they progress, and can also receive and reply to offers online. Apply online with UKPASS|

You will need to attach qualification transcripts, references and evidence of English language (if you are an overseas student) with your UKPass application. If these documents are not attached to your original application, this will delay the process of your application.