Advertising and Public Relations Management MSc

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 of the modules 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 and Digital Marketing, Strategic e-Marketing and New Media Perspectives.

Other key themes of the programme include: insight management, innovation and entrepreneurship, project management, customer management, campaign planning, paid, owned and earned media planning, marketing metrics, working with agencies and international marketing perspectives.

Semester one

Core modules

• Enhancing Business, Management and Personal Skills (non-credit)
• Marketing Theory and Practice
• Social Media Strategy
• Managing Advertising and Communications
• Corporate Communications

Semester two

Core modules

• Brand PR
• Research Methods for Marketers

Two elective modules are chosen from:

• Consumer Culture and Behaviour
• Direct and Digital Marketing
• Creative Brand Strategy
• Strategic e-marketing
• Advanced Marketing Analytics

Semester three

• Marketing Dissertation

OR

• Business Research Project (BRP)

Teaching and assessment

Teaching is delivered through formal lectures, informal seminars, tutorials, workshops, discussions and e-learning packages. The course provides opportunities to work on live or near live projects enabling students to gain further real world experience.

Teaching contact hours

Full-time option

For the full time option you should be prepared to devote approximately 38 hours a week to your studies. You will typically have up to 14 hours contact hours of teaching most weeks for semester 1 and 2. Teaching is through a mix of lecturers, tutorials, seminars and lab sessions and the breakdown of these activities is shown in each module description.

In addition each module provides a 2 hour surgery each week available for individual consultation with the lecturer. You may also have some scheduled meetings with your programme leader, personal tutor, and/or careers throughout the year to discuss your academic progress and personal development.

Self-directed study: In order to prepare for, and assimilate, the work in lectures and seminars you will be expected to make regular use of our on-line resources, participate in classroom discussions including on our virtual learning environment (VLE) and engage in personal study, revision and reflection for approximately 24 hours per work during semester 1 and 2.

In semester 3, you will undertake independent research for your dissertation (or In-company project), and again should typically allow around 38 hours per week for this. You will be allocated a dedicated academic supervisor to support you, who you will be able to contact on a regular basis.

Part-time option

For the part time option you should be prepared to devote approximately 19 hours a week to your studies. You will typically have up to 7 hours contact hours of teaching most weeks. Teaching is through a mix of lecturers, tutorials, seminars and lab sessions and the breakdown of these activities is shown in each module description.

In addition each module provides a surgery hour each week available for individual consultation with the lecturer. You may also have some scheduled meetings with your programme leader, personal tutor, and/or careers throughout the year to discuss your academic progress and personal development.

Self-directed study: In order to prepare for, and assimilate, the work in lectures and seminars you will be expected to make regular use of our on-line resources, participate in classroom discussions including on our virtual learning environment (VLE) and engage in personal study, revision and reflection for approximately 12 hours per work during teaching weeks.

Once you have completed all the taught modules, you will then undertake independent research for your dissertation (or In-company project), and should typically allow around 19 hours per week for this. You will be allocated a dedicated academic supervisor to support you, who you will be able to contact on a regular basis.

Accreditations

Chartered Institute of Marketing

This is one of a small number of marketing courses in the UK that is 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, 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 from 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.  These additional professional qualifications make you more marketable by distinguishing you from other candidates and form another important step in your career development.

Chartered Institute for Public Relations (CIPR)

CIPR is the industry’s professional body which represents PR professionals in the UK. The accreditation provides brilliant opportunities for current students looking to pursue a career in PR and communications, including free bitesize training, access to the regional and sector networking groups and many CPD opportunities.

The mentorship available to CIPR student members can help you expand your network by speaking to members of the institution and taking part in career development opportunities. Students can apply for CIPR student membership at a cost of £36 per student per annum.

Rock Kitchen Harris

Rock Kitchen Harris (RKH), one of the leading full-service agencies in the East Midlands, UK, will be an industry trusted adviser to DMU to encourage contextual best-practice, diversity in the creative industry, and help more students find work. The collaboration is designed to reduce the disconnect between students and the advertising and PR industry. Leicester Castle Business School (DMU) provides advanced theoretical education on Advertising and PR Management, supported by a teaching team of academics, ex-industry practitioners, and active consultants. RKH will provide thought leadership on the current and future industry trends. 

“By sharing live briefs from clients RKH hopes that students will gain a valuable understanding of delivering concepts and ideas against deadlines to help bolster their portfolio and come to interviews prepared with more experience.”
– Jamie Mollart, Client Services and Strategy Director