Taught course

Advertising and Marketing

Institution
Coventry University · Faculty of Business and Law
Qualifications
MA

Entry requirements

Applicants will normally hold a good honours degree in a relevant academic discipline. Applications from candidates with relevant experience will be considered on an individual basis.

Months of entry

September

Course content

With a focus on the creative aspects of marketing, we will deepen your commercial insight and understanding of the link between organisations and their customers.

You will learn how to produce persuasive communications that build affinity, inspire action and adapt to changing market conditions.

Coventry University is a CIM accredited study centre, one of a few UK universities that enables you to top up your Master’s to obtain either the CIM Professional Diploma in Marketing qualification. You’ll apply your knowledge in our state-of-the-art digital marketing lab, analyse real-life business case studies, work on ‘live’ projects and hear from industry guest speakers. The course also includes the Chartered Management Institute (CMI) accredited module, Global Professional Development. Students who successfully complete the CMI module will also gain a Level 7 Certificate in Strategic Leadership and Management and a Level 7 Award in Professional Consulting.

To achieve long-term success, businesses need to provide the products and services their customers require and they rely heavily on marketing professionals to do this. The study of marketing is therefore grounded in the understanding of customer needs, the environment in which companies operate and their competitors.

We will consider the broader implications of marketing and its impact upon consumers, society and other stakeholders, such as managing corporate reputation, advertising psychology or the sensitivities of marketing across different countries and cultures. You will be exposed to the newer ways of achieving competitive advantage in today’s business environment. For example, the extensive use of analytics and the various market research techniques used in decision making.

As the course progresses, you will study a variety of advertising and marketing topics, including creative development, copywriting, brand management and development, media consumption and selection and communications management.

Since marketing is a discipline that requires hands-on experience of conducting and managing activities, you will apply your marketing knowledge more extensively in the second semester. You will learn to appreciate the importance of how messages are received and encoded by society, and understand the power of marketing imagery and how this can have positive and negative impacts upon consumers and society.

You will work with others to develop advertising campaigns and hone your analytical skills using simulation games, such as the Cesim SIMBrand marketing management game.

Qualification and course duration

MA

part time
24-36 months
full time
12 months

Course contact details

Name
Recruitment and Admissions Office
Email
ukpostgraduate@coventry.ac.uk
Phone
+44(0)24 7765 4321