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Advertising, Marketing Communications and Public Relations - BA (Hons)

Why study this course?

Designed to equip you for a successful career in marketing communications and public relations, this undergraduate degree explores the drivers and dynamics of the communications industry, covering the key elements of modern theory and practice. Studying in London means you'll be immersed in one of the world's most important centres for advertising, communications and public relations with plenty of opportunities for industry experience. You'll also have the opportunity to gain accreditation from professional bodies such as the Chartered Institute of Marketing (additional costs apply).

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This undergraduate course is taught in the heart of London – one of the world’s most important centres for advertising, communications and public relations. You’ll be well placed to undertake work placements in the industry, which will be available as credited modules during your degree.

This career-oriented course explores the drivers and dynamics of the marketing industry, covering the key elements of modern advertising, marketing communications and public relations. You’ll learn techniques and approaches that will help you balance the often conflicting demands of an organisation’s stakeholders, enabling you to deliver clear and consistent results.

The course will give you a clear foundation in both theory and practice, and focuses on helping you develop transferable skills. You’ll have the option to specialise in areas that interest you, with modules in copywriting, brand management and media relations available.

As well as gaining valuable real-world experience through work placements, you’ll also have the opportunity to study abroad as part of your degree.

Assessment

You'll be assessed through reports, essays, exams, group work and individual portfolio work.

Professional accreditation

You may be given the opportunity to gain accreditation from professional bodies such as the Chartered Institute of Marketing (CIM).

In addition to the University's standard entry requirements, you should have:

  • a minimum of grades CCC in three A levels in academic or business subjects (or a minimum of 96 UCAS points from an equivalent Level 3 qualification, eg BTEC National, OCR Diploma or Advanced Diploma)
  • English Language and Mathematics GCSE at grade C (grade 4 from 2017) or above (or equivalent)

All applicants must be able to demonstrate proficiency in the English language. Applicants who require a Tier 4 student visa may need to provide a Secure English Language Test (SELT) such as Academic IELTS. For more information about English qualifications please see our English language requirements.

Accelerated study

If you have relevant qualifications or credit from a similar course it may be possible to enter this course at an advanced stage rather than beginning in the first year. Please note, advanced entry is only available for September start. See our information for students applying for advanced entry.

The modules listed below are for the academic year 2017/18 and represent the course modules at this time. Modules and module details (including, but not limited to, location and time) are subject to change over time.

Year 1 modules include:

  • This module currently runs:
    • all year (September start) - Wednesday morning

    Understanding and Managing Marketing Information introduces students to data-based marketing decision making and provides students with the practical experience of using Excel and SPSS to analyse, present and interpret marketing data. The module adopts an applied, problem-solving approach and aims to equip students with the relevant quantitative and information management skills required by employers within the marketing industry.

    The module examines how market, consumer and transactional data can be transformed into information to aid marketing mix decision making and improve the effectiveness of the marketing effort.

    Read full details.
  • This module currently runs:
    • all year (September start) - Monday morning

    In an age of mass communication we are constantly bombarded by messages through advertising, the press, television, film and the internet. Media is a powerful dynamic force and cuts through gender, class, race, creed, and nationality to form bonds between groups of people who may exist in totally different circles, bringing us closer to a global culture. Social & Cultural values are largely shaped and reflected by the consumption of media. This module seeks to provide students with an insight into the media industry and to provide students an introduction to models and tools to enable them to engage in contemporary debate and critically analyse, interpret the factors affecting media channels, production messages, and audiences.

    Read full details.
  • This module currently runs:
    • all year (September start) - Tuesday afternoon

    This module will develop an understanding of the role and purpose of Public Relations (PR) together with an appreciation of the societal context and global business environment within which PR operates. From a practical perspective, it will also aim to develop students’ writing skills with a specific focus on public relations copywriting.

    The module provides an introduction to the breadth of written public relations material, such as press releases, articles, press notices and pitches, required to deliver public relations campaigns. The module also considers how the media interacts with public relations practitioners via written material and how the media goes on to use written contributions from the public relations sector.

    Additionally, in recognition of the huge increase in global social media usage, the module will examine how this has resulted in an explosion of user-generated content that is significantly influencing how PR is practiced in the 21stC.

    Project/event management skills will also be considered within this PR context. Delivery consists of 3-hour CCT using a combination of lectures (including guest speakers) seminars and industrial visits. Assessments comprise a group presentation, an individual coursework and an unseen exam.

    Read full details.
  • This module currently runs:
    • all year (September start) - Thursday afternoon
    • all year (September start) - Thursday morning

    This module provides an introduction to the study of the marketing and communications. It outlines the fundamental principles, concepts and techniques, which are essential to understanding marketing as a philosophy of business in different environments. It provides students with the opportunity to explore contemporary marketing theories and approaches and the body of knowledge required for marketing decision making based on the application of the marketing mix.

    Read full details.

Year 2 modules include:

  • This module currently runs:
    • all year (September start) - Thursday morning

    This module is designed to introduce students to the advertising process and the role it plays within the changing global technological environment of marketing communications. The module presents theoretical frameworks and models which are relevant to brand advertising and explores traditional and on line advertising practice. The content includes advertising theories and models; the strategic advertising brief; how agencies work with clients; how advertising is developed and produced; how advertising is evaluated and measured, (the metrics); the development of offline and online media; how advertising works within the regulatory framework in which advertising operates across markets and international cultures

    Read full details.
  • This module currently runs:
    • all year (September start) - Wednesday morning

    Digital media is increasingly playing a crucial role in the consumer’s decision making and purchasing process. Effective marketing management requires the ability to understand the needs, predict and influence how consumers will behave both online and off line and within a given market situation. The module examines the various determinants of e-consumer/consumer & buyer behaviour, and introduces and examines the theories and influences of buyer behaviour and their application to managerial decision-making. In addition, the module builds an appreciation of the market research processes and methods used for researching and understanding consumer buyer behaviour within an integration of offline and on line digital channels. The module will deal with a range of theoretical, practical techniques in understanding and researching consumer consumption behaviour.

    Read full details.
  • This module currently runs:
    • spring semester - Monday afternoon

    This module focuses on the role of public relations (PR) in the commercial activities of organisations. In particular it addresses the importance of winning (and maintaining) customers, and with meeting competitive challenges in the highly competitive world of modern capitalism. The module discusses how PR interfaces with consumer marketing, together with the manner in which organisations use PR tools to interact with consumers in a trading environment. Delivery consists of 3-hour CCT using a combination of lectures (including guest speakers) and seminars

    Read full details.
  • This module currently runs:
    • all year (September start) - Friday morning

    This module is designed to introduce students to the marketing communications process and role of communications in marketing. The changing environment and impact of technology are explained as background for synthesis of the communications process. The content includes communication theory and models; marketing communications plan; the marketing communications mix and tools; evaluation and control of plans and the regulatory framework in which marketing communications operate.

    Read full details.
  • This module currently runs:
    • autumn semester - Wednesday afternoon
    • spring semester - Wednesday afternoon

    Why do some companies succeed while others fail? Are some business ideas fundamentally better than others? How can you tell which ideas are worth investing time and money in and which are not? How can you find an idea to pursue that matches your skills, network and passion?

    This module is a key introduction to identifying, critically assessing and developing new business opportunities. The approaches and processes covered can be applied equally to new commercial ideas, social enterprises or new ventures within an existing business.

    The foundation of the module is a live project where you will develop your own startup idea leading to a live pitch and designing a business model. At each stage you will learn the concepts covered in the module by applying them to your own idea. You will have the opportunity to come up with new ideas on the module and do not need to have a business idea before you begin.

    The module is relevant for anyone considering starting their own business, working for a SME or taking on an entrepreneurial role within a large organisation.

    Students opting for this modules, will NOT be able to take “Create a Winning Business 2”

    Read full details.
  • This module currently runs:
    • autumn semester - Wednesday morning
    • spring semester - Wednesday morning

    This module enables students to undertake a short period of professional activity and to gain credit for their achievements. The activity can be employment activity, a work placement, professional training, volunteering activity in the not-for-profit sector, or where available, within a Virtual Business Environment within the University.

    It is expected that the student should work for 140 hours, for which they will be required to provide evidence. The 140 hours can be completed in 20 working days in a full-time mode during the summer (where available), or spread over a semester in a part-time mode.

    Additionally, learners may in some cases be able to utilise their existing part-time / vacation employment providing they can demonstrate that it is personally developmental and involves a level of responsibility (decided upon submission of the role details by the Module Leader).

    The work based learning activity should enable the student to build on previous experiences and learning gained within their academic course and elsewhere. It should provide learning opportunities for personal development. The student is encouraged and supported in developing the ability to identify applied knowledge and skills that enhance their work performance, ensure their continued improvement and apply theory to practice as appropriate. The learner should develop improved understanding of themselves, and the workplace through reflective and reflexive learning.

    • Students will be contacted soon after they register for the module (e.g. June for those registered for October) to ensure they understand the requirements and are able to find suitable activity
    • The University must ensure that suitable health and safety requirements are in place and the work activity needs to be approved by the module team before they start the role. The suitability of the opportunities will be assessed on an individual basis.
    • Where required, students will be supported in finding suitable opportunities and with all aspects of their job search and applications. The Careers and Employability Team will work with School teams to provide this support. However, it is the students’ responsibility to obtain suitable employment, and roles cannot be guaranteed.
    Read full details.
  • This module currently runs:
    • autumn semester - Tuesday afternoon
    • autumn semester - Monday morning

    This module provides a comprehensive and up-to-date understanding on brands, brand equity and strategic brand management. It outlines the concepts and framework of branding which are crucial in designing and implementing marketing campaigns as well as activities to build, measure and manage brand equity. It provides students with the tools and techniques to improve long-term profitability via creating effective brand strategies.

    Read full details.
  • This module currently runs:
    • autumn semester - Monday afternoon

    In the current global climate it is imperative that marketers keep pace with the dramatic and far-reaching changes of the digital age. This module introduces students to the fast-moving world of digital marketing technologies and their applications. It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and examines digital channels and their suitability for inclusion for effective integrated online and off line marketing programmes and campaigns. Search Engine Optimization (SEO), customer acquisition and retention, display advertising, advergaming, mobile marketing, email marketing, viral marketing, online PR, affiliate marketing, social media, video and etailing, are all explored in detail. It introduces students to digital marketing metrics and related legislation, regulation and codes of practice related to digital marketing. LMBS PRME objective ethics and entrepreneurshipwill be addressed in this module.

    Read full details.
  • This module currently runs:
    • spring semester - Thursday afternoon

    This module explores the entire media environment and is designed to provide students with the understanding and skills required to work with digital and non-digital media within the context of designing and delivering public relations campaigns.

    The module examines the role of public relations within a fast changing media landscape and explores theory and practice relating to patterns of media usage, including digital communication.

    The module aims to develop students ability to analyse the fragmenting 21st century media landscape; to analyse public relations in its wider social and political context; to discuss and debate the future of media and communications; and to synthesise key academic and industry sources.

    The module also calls on students to reflect on their own communications presence and to deploy traditional and digital communications skills as part of a personal strategy to enhance their own employability.

    Read full details.

Year 3 modules include:

  • This module currently runs:
    • all year (September start) - Friday morning

    The module will consider what is meant by “communication” and why a study of the subject is especially important for Public Relations (PR) professionals. A range of methods for evaluating communication will be discussed together with the theories of the main authorities in the field.
    Case studies will feature in the module to illustrate the application of various theories and concepts.
    Delivery consists of 3-hour CCT using a combination of lectures (including guest speakers) and seminars. Assessments comprise an individual report on a content analysis of designated print media; a group presentation of a public communication campaign for a Local Government organisation; and a seen examination.

    Read full details.
  • This module currently runs:
    • all year (September start) - Wednesday morning

    This module encourages students to critically analyse the nature, value, and techniques of effective corporate relations, including a perspective on international communications.

    The module also covers the analysis and evaluation of theories, models and issues relating to corporate strategy and more specifically the subsequent implications for corporate communications. It applies a national and international perspective to the topic and enables students to critically analyse, evaluate issues and trends in contemporary corporate relations areas. These include corporate relations strategy, international corporate relations, corporate social responsibility, investor relations, internal communications, communications audits, issues and crises management.

    The module also examines the nature of corporate strategy and explores the inter-relationships between corporate strategy and corporate communications.

    Read full details.
  • This module currently runs:
    • all year (September start) - Thursday afternoon

    The Marketing and Communications Project is a compulsory component and distinguishing characteristic of the final year for the BA in Marketing, BA in Advertising and Marketing Communications, BA in Advertising and Marketing Communications and Public Relations students, BA Fashion Marketing and Business Management
    BA Fashion Retail Management

    It is a module that depends almost entirely on independent research and individual learning. For most of the undergraduate students, this final document submitted for assessment represents the most extensive piece of written academic work that they have ever attempted! The choice for topic largely rests with the students, however, it is important that the chosen topic is feasible, interesting and stimulating.

    Read full details.
  • This module currently runs:
    • autumn semester - Friday afternoon

    This module introduces students to the range of skills and competencies of public relations (PR) and the different areas of PR practice in which they are used. In particular, the module examines the different types of public relations consultancies and the role of in-house practitioners.

    After examining these different employment contexts for PR practice, students are encouraged to build on their own employability. This is done through a combination of individual and team projects, based on a series of workshops and lectures (some of which will be led by practitioners) which result in the development of individual PR practice portfolios of achievement.

    Delivery Weekly 3-hour CCT using a combination of 1.5 hour lectures, including presentations from outside speakers, and 1.5 hour seminars orworkshops depending on the learning outcomes of the sessions.

    Read full details.
  • This module currently runs:
    • autumn semester - Thursday afternoon
    • spring semester - Thursday afternoon
    • spring semester - Thursday morning
    • autumn semester - Thursday morning

    Why do some companies succeed while others fail? Are some business ideas fundamentally better than others? How can you tell which ideas are worth investing time and money in and which are not? How can you find an idea to pursue that matches your skills, network and passion?

    This module is a key introduction to identifying, critically assessing and developing new business opportunities. The approaches and processes covered can be applied equally to new commercial ideas, social enterprises or new ventures within an existing business.

    The foundation of the module is a live project where you will develop your own startup idea leading to a live pitch and designing a business model. At each stage you will learn the concepts covered in the module by applying them to your own idea. You will have the opportunity to come up with new ideas on the module and do not need to have a business idea before you begin.

    The module is relevant for anyone considering starting their own business, working for a SME or taking on an entrepreneurial role within a large organisation.

    Read full details.
  • This module currently runs:
    • spring semester - Wednesday morning
    • autumn semester - Wednesday morning

    This module enables students to undertake a short period of professional activity and to gain credit for their achievements. The activity can be employment activity, a work placement, professional training, volunteering activity in the not-for-profit sector, or where available, within a Virtual Business Environment within the University.

    It is expected that the student should work for 140 hours, for which they will be required to provide evidence. The 140 hours can be completed in 20 working days in a full-time mode during the summer (where available), or spread over a semester in a part-time mode.

    Additionally, learners may in some cases be able to utilise their existing part-time / vacation employment providing they can demonstrate that it is personally developmental and involves a level of responsibility (decided upon submission of the role details by the Module Leader).

    The work based learning activity should enable the student to build on previous experiences and learning gained within their academic course and elsewhere. It should provide learning opportunities for personal development. The student is encouraged and supported in developing the ability to identify applied knowledge and skills that enhance their work performance, ensure their continued improvement and apply theory to practice as appropriate. The learner should develop improved understanding of themselves, and the workplace through reflective and reflexive learning.

    • Students will be contacted soon after they register for the module (e.g. June for those registered for October) to ensure they understand the requirements and are able to find suitable activity
    • The University must ensure that suitable health and safety requirements are in place and the work activity needs to be approved by the module team before they start the role. The suitability of the opportunities will be assessed on an individual basis.
    • Where required, students will be supported in finding suitable opportunities and with all aspects of their job search and applications. The Careers and Employability Team will work with School teams to provide this support. However, it is the students’ responsibility to obtain suitable employment, and roles cannot be guaranteed.
    Read full details.
  • This module currently runs:
    • all year (September start)

    The module is designed to develop student employability and increase graduate career prospects. The ‘sandwich placement’ year requires learners to undertake a minimum of 44 weeks full-time work in employment which is developmental and relates to their graduate career goals. Compulsory pre-placement preparation workshops will provide structured learning and support to assist students in their search for an appropriate placement in an industry relevant to their area of study; develop professionalism and the ability to transfer learning from the classroom and previous employment to the placement workplace. During the placement term, students will be supported in applying theoretical knowledge in a practical context, analysing business problems and proposing solutions, and identifying and articulating transferable skills and knowledge developed during the placement. Students will be expected to demonstrate improved understanding of their abilities and career goals, knowledge of the workplace organisation and professional awareness through reflective and reflexive learning.

    Read full details.
  • This module currently runs:
    • spring semester - Monday afternoon

    This module explores the generation of engaging and effective creative advertising, the development and skills of copywriting and extensive practice of the development and critique of a personal portfolio of creative advertising. The course explores the relationships between advertising, conceptual thinking, creative writing, teamwork and design; utilising all media including posters, television, print, radio, viral, digital, guerrilla and ambient.

    Read full details.
  • This module currently runs:
    • spring semester - Monday afternoon
    • spring semester - Monday morning

    Maintaining a strong corporate image is a strategic priority for most CEOs. Organisations who enjoy a strong reputation in the market see this as a competitive advantage and crucial to improving financial returns, shareholder value and improved competitiveness. External forces, often globally driven can quickly change the way stakeholders view the organisation, often as result of sudden, often unforeseen and relatively unmanageable forces, leading to destabilisation, leadership change and a fall in market value. Understanding and managing corporate reputation is complex as it is not just the responsibility of the corporate communications team, or the CEO it is the responsibility of all employees. This module explores the importance of reputation, what it is, why it is managed it, how it affects the organisation and how it may be perceived by an often complex group of stakeholders.

    Read full details.
  • This module currently runs:
    • autumn semester - Tuesday morning

    This 15-credit module explores advanced human resource management, project management, organisational behaviour and management theories with the aim to equip students with the necessary baggage of knowledge in order to successfully manage in work environments employing creative professionals. It is argued that there is an art to getting the most out of one’s teams of creative professionals and that corporate leaders around the world should consider multiple interventions that take into account the individual, the group, the organisation, and the strategic environment when making decisions intending to enhance creativity. It is not surprising that with rapid changes in global technology and competition, the success of many organisations has become progressively more dependent on their ability to develop innovative products. Creative industries are known for their very high-pressured environments where organisational culture is directly influenced by fast changing fashion trends and fast shifting consumer demands. Fashion retail is typically a consumer goods market, characterised by very short product life, fickle consumer preferences, numerous competitors, relatively easy entry and exit, and a myriad of manufacturing, marketing and retail alternatives. It is also one of the most fragmented and diverse industries from the point of view of human resources. Not only is the workforce educated to custom-make products but it is also known to work largely part-time, seasonally, on short-term contracts or independently. The survival of micro-businesses, a dominating number in the creative industries, lies in their ability to continuously develop, source, market and deliver a wide variety of innovative, fashionable and saleable brands and products. Thus, these industries are characterised by small size work environments where fashion designers work daily alongside marketers, quality teams, solicitors and customer services teams in order to improve product design, brand image, price, quality, marketing tactics and customer service.
    This module addresses the issue of shortage of managers equipped to deal with local and international workplace diversity in a fast moving, high-pressured, fiercely competitive and at the same time highly innovative environment. This module builds upon the knowledge Fashion and Business students acquired at levels 4 and 5, from modules such as Fundamentals of Management and Leadership, Fashion Retailing, Retail Supply Chain Management. It also supports other 30 credit modules al level 6, e.g. Managing a Fashion Start-up. In order to cope with this advanced level module, students must have good levels of knowledge of the retail industry, fundamentals of management and leadership, and marketing with emphasis on brand communications and must be prepared to undertake advanced academic journal article reading as a priority. This 15-credit module also bears a core element of employability. It helps students enhance their leadership skills and knowledge of retail management.
    Skills development includes: problem-solving, advanced academic and practitioner researching, critical thinking, academic writing, management and leadership skills, independent working, intellectual discussion and awareness of contemporary debates in the business management related disciplines. Assessment components provide the vehicle for skills development.

    Read full details.
  • This module currently runs:
    • autumn semester - Tuesday morning
    • spring semester - Tuesday morning

    The services economy accounts for about three-quarters of GDP and employment in developed economies and it becomes essential for students to have an in-depth understanding of the subject of Services Marketing. In this module students are introduced to a range of services marketing concepts, models, techniques and online activities applicable to service organisations.

    Read full details.

If you're studying full-time, each year (level) is worth 120 credits.

Year 1 (Level 4) modules include:

  • Assessing the Marketing Environment
  • Introduction to Media Culture and Society
  • Introduction to Public Relations
  • Principles and Practice in Marketing

Year 2 (Level 5) modules include:

  • Advertising Concepts Theory and Practice
  • Consumer Culture and Behaviour
  • Consumer Public Relations
  • Integrated Marketing Communications
  • Brand Management (option)
  • Creating a Winning Business 1 (option)
  • Digital Marketing (option)
  • Learning through Work (option)
  • Media Relations (option)
  • Open Language Programme (option)

Year 3 (Level 6) modules include:

  • Corporate Communications
  • Communication Theory and Concepts
  • Marketing and Communications Project
  • Public Relations in Practice
  • Creating a Winning Business 2 (option)
  • Creative Advertising and Copywriting (option)
  • Learning through Work 2 (option)
  • Managing Corporate Reputation (option)
  • Open Language Programme (option)
  • Professional Placement (option)
  • Services Marketing (option)

"It's not been just a degree, it's actually been an experience. It's been an adventure."

Christopher Bird, former student

"All of the modules were very rewarding and I found them extremely enjoyable. During the course of my degree I found myself revelling in marketing and the creative side but, saying this, I still thoroughly enjoyed all modules."

Natalie Lewkowicz, former student

This course prepares you for a career in one of the many sectors of the marketing and advertising industry, and also makes excellent preparation for postgraduate study.

Our previous graduates have gone on to work at companies such as AOL, Ambient Media Worldwide, JCDecaux and Ogilvy & Mather. Popular roles include copywriter, marketing executive, press officer and PR manager.

Between 2016 and 2020 we're investing £125 million in the London Metropolitan University campus, moving all of our activity to our current Holloway campus in Islington, north London. This will mean the teaching location of some courses will change over time. 

Whether you will be affected will depend on the duration of your course, when you start and your mode of study. The earliest moves affecting new students will be in September 2018. This may mean you begin your course at one location, but over the duration of the course you are relocated to one of our other campuses. Our intention is that no full-time student will change campus more than once during a course of typical duration.

All students will benefit from our move to one campus, which will allow us to develop state-of- the-art facilities, flexible teaching areas and stunning social spaces.

Please note, in addition to the tuition fee there may be additional costs for things such as equipment, materials, printing, textbooks, trips or professional body fees.

Additionally, there may be other activities that are not formally part of your course and not required to complete your course, but which you may find helpful (for example, optional field trips). The costs of these are additional to your tuition fee and the fees set out above and will be notified when the activity is being arranged.

Unistats is the official site that allows you to search for and compare data and information on university and college courses from across the UK. The widget(s) below draw data from the corresponding course on the Unistats website. If a course is taught both full-time and part-time, one widget for each mode of study will be displayed here.

How to apply

If you're a UK/EU applicant applying for full-time study you must apply via UCAS unless otherwise specified.

UK/EU applicants for part-time study should apply direct to the University.

Non-EU applicants for full-time study may choose to apply via UCAS or apply direct to the University. Non-EU applicants for part-time study should apply direct to the University, but please note that if you require a Tier 4 visa you are not able to study on a part-time basis.

All applicants applying to begin a course starting in January must apply direct to the University.

When to apply

The University and Colleges Admissions Service (UCAS) accepts applications for full-time courses starting in September from on year before the start of the course. Our UCAS institution code is L68.

If you will be applying direct to the University you are advised to apply as early as possible as we will only be able to consider your application if there are places available on the course.

Fees and key information

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