Course description

The MA Media and Advertising will equip you with both the theoretical and the practical research skills to understand and critically evaluate one of the most creative promotional industries in the world: advertising. You will explore this dynamic phenomenon from different standpoints and use multidisciplinary approaches deriving from Media, Communication and Cultural Studies, as well as Marketing and Consumer Studies.

The course covers a range of topics, including:

• the role of advertising in media and consumer societies (history, industry and issues)
• the ubiquity of promotional culture (political advertising, public service advertising, branding, anti-consumer movements, etc.)
• the importance of researching advertising messages and campaigns using a variety of methods
• the position of advertising in the marketing toolkit available to companies
• the necessity to understand consumers' behaviour

You will also explore advertising from the standpoint of Marketing and Consumer Behaviour, and explore the relevant key concepts and practices. You will investigate how advertising promotes brand awareness and influences consumers' decision making processes. You will gain an understanding of the creative strategies used in advertising and the use of research in relation to advertising effectiveness, as well as the ability to work and be assessed on live creative briefs and advertising research projects.

The MA Media and Advertising is taught by Media and Communication. As a result you will be well equipped to pursue a career in advertising or marketing or continue your study in a research degree (PhD).

Teaching and learning

You will be taught by a combination of lectures, seminars and workshops.

You will be assessed through analysis of advertising campaigns, production and presentation of a creative brief, essays, research methods assignments, etc. You will also complete a research-based dissertation of 10-12,000 words on a topic of your choice, for which you will carry out extensive independent research under the direction of your supervisor.

Careers and employability

Our Masters degree will demonstrate to potential employers that you have an in-depth knowledge of advertising, its working mechanisms and its global industry, which can help you to stand out in the job market. Our programme has a strong emphasis on international content and research methods, which will have a practical application in the professional world.

Some of the key career destinations include advertising agencies, advertising research institutes, companies, as well as international media outlets, news agencies, government departments (e.g. publicity, education, health) and PR agencies, amongst others.