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University course intakes maybe affected by Coronavirus (COVID -19).Latest info
Course descriptionThe 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
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.
As a top 25 UK University, Leicester has always been home to great minds; academics, researchers and students who aren’t afraid to challenge the status quo, advance new practices and develop a fresh way of thinking. Through the ground-breaking research of their experts, you will tackle the emerging social, economic, political and scientific issues head-on and set the agenda where others simply follow.
At Leicester, students aren’t confined by academic boundaries. The innovative approach you will take towards your studies brings together the sciences and the arts to inform the latest conversations and provide solutions to the most complex of issues. You will be given the space and support in which to be creative and develop both personally and professionally.