This programme places the academic study of advertising in a broad media context. The programme is designed for graduates with experience in advertising, marketing or related sectors who seek to enhance their qualifications and for those with an academic background in the social sciences or humanities who aspire to careers, or to teach, in these sectors. The specialist modules explore the advertising industry in a global context, examining advertising as a form of communication shaped by economic, cultural and social factors, and as an occupational practice. These modules will examine how advertising works in different media; advertising history and development; ethical, regulatory and social issues; the nature and impact of advertising; and consumer behaviour and marketing research.
Key Issues and Approaches in Media Study
Media History and Social Regulation
Media in Global Context
Communications and Globalisation
Media Industries: Convergence, Divergence
Audience and Reception
Advertising: Industry, Contexts, Impacts
Advertising as Communication
Teaching and assessment methods
The course is studied by distance learning. In Year 1 there are five written assignments and one examination. In Year 2 there are four written assignments and a dissertation of 12,000-15,000 words.