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Introduction
Why choose this course?
Key features
 DMU is a Chartered Institute of Marketing (CIM) Accredited Study Centre and an Institute of Data & Marketing (IDM) Key Educational Partner, meaning you can earn exemptions from CIM and IDM professional qualifications in addition to your degree.
 This degree is recognised by the CIPR (Chartered Institute of Public Relations) allowing students the opportunity to become a member for only £36 a year, granting access to CPD materials, networking opportunities and activities to students interested in a career in communications.
 Working in partnership with key industry partners like the Taylor Bennett Foundation and a raft of regional and national agencies, this degree provides students with an accurate picture of working in contemporary agencies.
 Our Careers Team offers support to help you gain the skills and qualities that today’s employers are looking for through placement opportunities with local, national and global companies. Past students have worked at Next, DHL, Pfizer, FedEx, Rolls-Royce and Walgreens Boots Alliance.
 With the support of our Careers Team, our graduates have gone on to have careers in globally renowned organisations. Recent successes include TJX Europe, Marks and Spencer, Ocado and Vodafone, with graduates landing roles such as social media executive, junior creative executive, public relations account executive and marketing executive.
 This course covers a wide variety of modular content, such as Principles of Marketing, Digital Marketing, Public Relations, Campaign Planning, Social Media and Influencer Marketing, with students often working on live campaign briefs provided by real companies.
 Enjoy an international experience linked to your studies with our DMU Global programme. Previous trips have also included New York, Copenhagen, Paris, Athens, India, Berlin and San Francisco.
 Benefit from Education 2030, where a simplified ‘block learning’ timetable means you will study one subject at a time and have more time to engage with your learning, receive faster feedback and enjoy a better study-life balance.
Overview
This course is aimed at preparing you for a career in a wide range of marketing communications disciplines. Our accredited course combines the strategic side of marketing with the application of cutting-edge theory and techniques in creative areas such as social media, influencer marketing and campaign planning.
Providing a solid theoretical underpinning of marketing as a discipline and how organisations use it, this programme will build upon contemporary techniques to provide knowledge and skills that are directly relevant and applicable to employers and industry best practice.
Accredited by the Chartered Institute of Marketing (CIM), the Institute of Data & Marketing (IDM) and the Chartered Institute of Public Relations (CIPR), this programme provides live industry campaigns on which you can apply your learnings and demonstrate your creativity, on top companies and brands such as Pall-Ex, Aston Martin, Samsung and Next. With opportunities to participate in creative pitch competitions such as X-Culture and the CIM The Pitch, students from this course have reached the finals of these cross-university competitions every year for the last two years.
Taught by industry practitioners with real world experience, our lecturers have worked both agency and client-side at big name companies across business and consumer brands. You will also have the opportunity to take a placement year in industry, with previous students having secured placements at the likes of Bosch and Samsung.
Modules
Year 1
Block 1: Marketing Essentials
This will serve as an introduction to Marketing as a discipline and its potential impact on businesses and organisations. It will introduce the relevant foundation theory and principles of Marketing, including where Advertising and Marketing Communications sits within the Marketing Mix, and external factors that impact on the discipline. It will also cover key skills that marketers are expected to have including research, data analysis, budgeting and creativity, plus academic skills such as research, Library use, critical thinking; report writing, essay writing; business plan writing; team collaboration
Block 2: Fundamentals of Advertising and Marketing Communications
This module will outline the basics of Advertising and Communications in both theory and practice, as well as examining how the disciplines interact with the wider world. The module will examine the role of advertising, brands and communication within a business environment whilst also assessing their impact on consumers. The module will provide an introduction to the Marketing Communications Toolkit, describing a wide range of channels and tactics and how each may be used. Finally, students will be asked to apply their learning to their own personal branding, embedding practical skills and preparing them for future career options.
Block 3: Marketing in a Digital World
This module will introduce students to marketing practices and concepts as applied to the fast-moving world of digital communications. Students will learn basic digital communication channels, and how they integrate to form persuasive digital marketing communications campaigns, placing particular emphasis on the role of social media.
Block 4: Regulatory, Ethical and Sustainable Communications
This module will demonstrate how professional communicators need to behave within ethical and regulatory guidelines. This includes outlining the statutory and regulatory frameworks for the sector and looking at real life case studies that have come before the relevant regulatory bodies, and legal challenges for privacy, slander and liable. The module will also explore how communicators may face ethical and moral dilemmas within their working lives, again working with real life scenarios. Finally, we will be covering how sustainability has impacted the work of communicators both as a subject matter and the implications for our own professional practice.
Year 2
Block 1: Consumer behaviour and insight
This module will cover the implications of Consumer Behaviour for the contemporary communicator. Featuring a wide range of theory and practice, this module will include the basic definitions and concepts of consumer behaviour, the effectiveness of a range of techniques in impacting consumer behaviour and how society at large influences how we behave as consumers. This module will also feature an introduction to academic research methods, including primary and secondary research methods, in preparation for students who wish to take Dissertation at Level 6.
Block 2: Brand Strategy and Management
A deeper dive into the development of brand strategy and management including theoretical frameworks, the creative process, the importance of design and iconography within branding, and its impact on consumers and businesses. The module will feature live business briefs for students evaluate and the opportunity to apply their own creative branding skills.
Block 3: Digital Marketing and Media
This module is a comprehensive overview of the world of digital marketing, covering the development of the discipline from Web 1.0 to 2.0 and how new technology (such as AI) will impact the sector in the future. The module will also cover the importance of data, research and measurement, and their practical application in optimising performance. The module will also discuss the major digital marketing channels (including websites, email marketing, search marketing and paid media), how they interact with each other and how they are measured. There will also be opportunities for students to learn, apply and measure their own digital marketing skills.
Block 4: Public Relations
This module will be an exploration of the various roles of Public Relations in a contemporary communications environment. Covering both in-house and agency perspectives, the module will cover the basic theories of PR, and the elements covered by this wide -reaching discipline, including media relations, sponsorship, events, social media, influencer marketing, brand purpose and crisis communications. The module will also include key PR skills such as copywriting, identifying a news angle and pitching an idea (to media and client). We will work with local agencies and guest speakers to give students real life experience of the role.
Year 3
Block 1: Market Analysis and Strategy
This module will cover the important topic of Marketing Analysis and its impact on strategy. An ever-increasingly important element of the wider marketing world, the collation and evaluation will be critically assessed as to its value for the organisational decision making. Subjects will include the collation of data, the governance of data collection and storage, and identifying and overcoming biases in interpreting statistics.
Block 2: Contemporary Issues in Advertising and Public Relations
This module will examine the impact of external factors and trends on the theory and practice of contemporary advertising and public relations. This will include the impact of emerging technology, social factors and academic research in the development of practice, concentrating on specific contemporary themes.
Block 3: Choose one from the below:
Advertising and Campaign Planning
This module is the culmination of advertising and marketing communications studies. It is a strongly applied module that requires students to adopt an essentially practical stance in problem solving and application. It is recommended to those wishing to enter advertising/marketing communications/brand management careers in both client and agency organisations.
The module emphasises a student-centred orientation that is based around case method. Students are given the opportunity to play the role of advertising executives in determining, producing and defending the development of a campaign plan in response to a marketing communications brief. Skills of analysis, problem solving, and decision-making are emphasised throughout the module. Extensive group work requires the application of team skills and interpersonal communication.
Social Media and Influencer Marketing
This module provides the opportunity to explore the evolution and practices of social media and influencer marketing alongside more critical consideration of the social, cultural and technological impact of social and mobile technologies that are transforming consumer behaviour and the business environment. This module emphasises the central role of content as the unit of value in online communities and a key element of successful search marketing and influencer strategies. Practical workshops develop essential 'brand journalism' skills as students learn the principles and practicalities of creating compelling content for a range of audiences aligned to identified marketing objectives. Students will develop an understanding of the format, tone and style of content appropriate to a range of social media platforms. The ability to research, identify and negotiate with a range of relevant influencers will also be included. The development of key practical skills involved in analysing audience needs and researching and developing written materials will be emphasised alongside an appreciation of the value of images, video and interactive applications.
Block 4: Choose one from the below:
Marketing Dissertation
The Marketing Dissertation is designed to give students the opportunity to pursue a topic of their individual interest, from any area of marketing and retail; from brand to e-marketing, consumer behaviour to services marketing. Students frequently expand on a subject that has been of interest to them in previous marketing modules, link the study to issues that intrigued them from their work placements, or explore a topic that has not been studied in a formal module. With the guidance of lectures and support from an assigned supervisor, the dissertation should demonstrate the application of academic theory to actual marketing situations. Although supervised, the module requires the student to be able to work independently and set their own goals in exchange for the opportunity to explore a topic that excites and interests them personally. Recognising the scope of student led activities required for this module it will run over an extended time period, in parallel with the previous block.
Brand Portfolio
Within this module we will develop capabilities in applying theoretical knowledge in branding and marketing communication to assist the development of a new brand concept and launch plan.
This module is an alternative option to the dissertation, aimed at providing students with a more market orientated project with the opportunity to produce a substantial piece of work that could be presented to a future employer. Within this course students are expected to carry out primary and secondary market research, analyse the data and evaluate the market situation in order to identify any potential gaps within the market for a new brand concept.
Recognising the scope of student-led activities required for this module it will run over an extended time period, in parallel with the previous block.
Entry Criteria
ENTRY REQUIRED DOCUMENTS
Home Office Share Code
For EU students only.
If no Qualification
Please provide CV with at least 2 years of work experience, and employee reference letter.
Entry criteria
GCSEs
 Five GCSEs at grade 4 or above including English and Maths
Plus one of the following:
A levels
 A typical offer is 112 UCAS points. You need to study at least two subjects at A Level or equivalent (e.g. BTEC)
T Levels
 Merit
BTEC
 BTEC National Diploma - Distinction/Distinction/Merit
 BTEC Extended Diploma - Distinction/Distinction/Merit
Alternative qualifications include:
 Pass in the QAA accredited Access to HE overall 112 UCAS tariff with at least 30 L3 credits at Merit.
 English and Maths GCSE required as separate qualification. Equivalency not accepted within the Access qualification. We will normally require students to have had a break from full-time education before undertaking the Access course.
 International Baccalaureate: 26+ points.
Mature students
We welcome applications from mature students with non-standard qualifications and recognise all other equivalent and international qualifications.
English language requirements
If English is not your first language an IELTS score of 6.0 overall with 5.5 in each band (or equivalent) when you start the course is essential.
English Language tuition, delivered by our British Council-accredited Centre for English Language Learning, is available both before and throughout the course if you need it.
Contextual offer
To make sure you get fair and equal access to higher education, when looking at your application, we consider more than just your grades. So if you are eligible, you may receive a contextual offer. Find our more about contextual offers.
Assessment
ASSESSMENT METHODS
1. INTERNAL ENGLISH TEST if you don’t have an English accredited certificate
2. Academic interview
Teaching and assessment
You will be taught through a combination of lectures, tutorials, seminars, group work and self-directed study. Assessment is through 100% coursework (presentations, essays and reports) on this programme often in the form of real live briefs from companies.
Teaching contact hours
This is a full-time course. Each module is worth 30 credits. It is expected that student will spend a total of 300 hours of study for each module. You should be prepared to devote approximately 10 contact hours a week to your studies and additional independent hours of study in order to succeed. Teaching is through a mix of lectures, tutorials, seminars and lab sessions and the breakdown of these activity types is shown in each module description.
In addition, each module provides a two-hour surgery each week for individual consultation with the lecturer. You will also have timetabled meetings with your personal tutor and careers and/or subject meetings scheduled throughout the year.
Self-directed study: In order to prepare for, and assimilate, the work in lectures and seminars you will be expected to use our on-line resources, participate in flipped or virtual classroom discussions on our virtual learning environment (VLE) and engage in personal study and revision for approximately 25 hours per week.
Accreditations
 Chartered Institute of Marketing (CIM) Accredited Study Centre
 Chartered Institute of Marketing (CIM) Dual Award Status, providing you with exemptions from half of the CIM Professional Diploma in Marketing (subject to module selection)
 Institute of Direct Marketing (IDM) Key Educational Partner, enabling you to study the IDM Certificate in Direct and Digital Marketing alongside your degree (subject to module selection)
 Recognised by the CIPR Chartered Institute of Public Relations
Career Opportunities
Placements
During this course you will have the option to complete a paid placement year - an invaluable opportunity to put the skills developed during your degree into practice. This insight into the professional world will build on your knowledge in a real-world setting, preparing you to progress onto your chosen career. For Instance, Esther Sodeke spent a year with the global interactive entertainment publishing company Electronic Art's UK, where she was able to apply advertising and marketing theory and put it into practice.
Our Careers Team offers support to help you gain the skills and qualities that today’s employers are looking for through placement opportunities with local, national and global companies.
Past students have worked at Next, DHL, Pfizer, FedEx, Rolls-Royce and Walgreens Boots Alliance.
DMU Global
Our innovative international experience programme DMU Global aims to enrich studies, broaden cultural horizons and develop key skills valued by employers.
Through DMU Global, we offer an exciting mix of overseas, on-campus and online international experiences, including the opportunity to study or work abroad for up to a year.
Through DMU Global, we offer a wide range of opportunities including on-campus and UK-based activities, overseas study, internships, faculty-led field trips and volunteering, as well as Erasmus+ and international exchanges.
Advertising and Marketing Communications students have recently visited India to enhance their studies on the Brand Management module, as well as visiting one of the biggest advertising agencies in New York as part of a DMU Global trip.
Graduate careers
A degree in Advertising and Marketing Communications opens up a whole range of career opportunities such as account management, digital marketing, brand management, advertising and marketing communications, public relations, customer insight or market research.
You could find yourself developing new products, planning social media campaigns, deciding the future marketing strategy for many household names or developing a digital communications campaign for a big brand.
With the support of our careers and employability team, our graduates have gone on to careers in globally renowned organisations. Recent successes include TJX Europe, Marks and Spencer and Vodafone, with graduates landing roles such as social media executive, junior creative executive, public relations account executive and marketing executive.
Advertising and Marketing Communications student Dylan Raine landed a coveted marketing graduate scheme with the world’s biggest grocery retail platform of its kind, Ocado Retail.
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