Online MSc in Marketing and Advertising: Syllabus and Structure
Advertising plays a very important role in an organisation's marketing strategy. Individuals who understand both fields are important for business success. The MSc in Marketing and Advertising programme consists of 4 core Marketing generalist modules and 2 specialisation modules: Advertising Management; International Advertising and Brand Management.
Online MSc in Marketing and Advertising Programme Structure:
| MSC Degree |
Diploma in Marketing |
Certificate in Marketing |
| Modules |
Modules |
Modules |
| Strategic Planning |
Strategic Planning |
Strategic Planning |
| Consumer Behaviour |
Consumer Behaviour |
Consumer Behaviour |
| Marketing Management |
Marketing Management |
Marketing Management |
| Integrated Marketing Communications |
Integrated Marketing Communications |
Integrated Marketing Communications |
| Advertising Management |
Advertising Management |
|
| International Advertising and Brand Management |
International Advertising and Brand Management |
|
| Capstone Module |
|
|
| Research Methods |
|
|
| Dissertation |
|
|
Specialisation Module 1: Advertising Management
This module focuses on the challenges and business practices associated with strategic advertising, brand management and managing integrated advertising campaigns. The module will emphasise adverting planning, development and media selection by studying best practices and failure cases of companies operating in the field.
Learning outcomes:
- Demonstrate a systematic understanding of the trends within the advertising industry
- Demonstrate a critical awareness of contemporary theories of communication and advertising
- Apply academic knowledge to the problems of advertising management
- Develop management and research skills relevant to the international context.
- Analyse and interpret data and information, evaluate their relevance and validity, and generate a synthesis to aid the interpretation of case situations
Specialisation Module 2: International Advertising and Brand Management
In this module the challenges associated with building global brands and managing international marketing communications campaigns are explored. The module will emphasise cross-cultural management, research and will study best practices and failure cases of companies working in the field.
Learning outcomes:
- Demonstrate a systematic understanding of the challenges of managing marketing communications across national boundaries
- Demonstrate a critical awareness of current issues in international marketing and branding
- Apply academic knowledge to the problems of international management
- Develop management and research skills relevant to the international context.
- Analyse and interpret data and information, evaluate their relevance and validity, and generate a synthesis to aid the interpretation of case situations
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