Course specification and structure
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UDADMCPR - BA Advertising, Marketing Communications and Public Relations

Course Specification


Validation status Validated
Highest award Bachelor of Arts Level Honours
Possible interim awards Bachelor of Arts, Diploma of Higher Education, Certificate of Higher Education, Bachelor of Arts
Total credits for course 360
Awarding institution London Metropolitan University
Teaching institutions London Metropolitan University
School Guildhall School of Business and Law
Subject Area Business and Management
Attendance options
Option Minimum duration Maximum duration
Full-time 3 YEARS  
Part-time 4 YEARS 6 YEARS
Course leader Helen Gabriel

About the course and its strategy towards teaching and learning and towards blended learning/e-learning

This course places strong emphasis on cementing one’s knowledge and understanding of the role that integrated marketing communications and digital and traditional media have in enhancing corporate success in today’s challenging global environment. The BA (Hons) Advertising, Marketing Communications and Public Relations degree is taught by members of the Chartered Institute of Marketing (CIM) and by taking this course in the largest urban zone in the European Union, students have the possibility to apply for both international qualifications upon graduation. Students and lecturers work together to improve the quality of teaching and learning and subject librarians provide support on how to best exploit the university’s existing e-resources. Graduates are equipped with highly transferable skills, including those of employability and professional practice, as well as subject-specific practical skills, which enable them to work in wide variety of local and international decision-making and research jobs in: corporate communications, media, public relations, direct and digital marketing, branding, advertising and copywriting. This course also nurtures core entrepreneurial skills and students are introduced to the challenges of running small media enterprises. Given the size and composition of the majority players in the European and international marketing context, this is a very important stage in the education of a future communications & PR manager.
The course adopts a modular structure. The largest number of modules is delivered over a 30-week period. Optional modules of 15-weeks each are also offered to students on this course in levels 5 and 6. In order to create an integrated approach to learning, the course incorporates a plethora of teaching and learning strategies. Traditional face-to-face classroom methods, such as: lectures, seminars, tutorials and workshops, are combined with some of the latest computer-mediated activities, placing students in different learning environments. From the early stages of the course students use advanced computerised technologies in order to access knowledge and to familiarise themselves with the latest digital communications platforms for marketing communications. Each module is supported by WebLearn so as to facilitate and implement the faculty blended learning strategy.
Students complement their in-class experience of advertising and marketing communications and public relations and develop their knowledge and understanding through the use of business textbooks and academic journal articles. By engaging in group work and individual projects, Advertising, Marketing Communications and Public Relations students are actively involved in the learning process and have the opportunity to develop their own learning style. The course is structured in such a way that guest speakers, business/marketing games, simulations and industry visits are incorporated throughout the year. Thus, students benefit from extra-curricular activities aiming to enhance their understanding of the various career options available to them upon completion of the course. In relation to this, they receive continuous support from the faculty’s career departments which encourage them to develop practical knowledge through either a one semester or a one year industrial work placement. The ultimate aim of the course teaching team is to provide students with realistic practical opportunities for independent, useful, and sustainable learning.
Students are assessed through methods such as: problem-based exercises and unseen examinations, understanding and usage of known computer software for business and communication analysis, which require them to demonstrate their intellectual skills. They are asked to work in teams, prepare presentations and business reports, analyse case studies and present critical arguments through in-class or online debates. All students carry out independent research, including a lengthy final year marketing communications project, which is a typical example of how they demonstrate their specialist knowledge, intellectual skills, understanding and practical skills.
Finally, students Advertising, Marketing Communications and Public Relations students are encouraged to engage meaningfully with personal development planning (PDP) through the curriculum. This enables them to reflect on, plan, review and record their own personal and marketing/business skills development.

Course aims

The main aim of the Advertising, Marketing Communications and Public Relations course is to equip students with a sound conceptual and practical contemporary grounding in the diverse discipline of marketing communications, which covers areas such as: advertising, public relations, direct and digital marketing, corporate reputation and brand management, ethics and sustainability. The course seeks to prepare students for a career in both specialist agencies, such as public relations, media and advertising agencies, and within in-house marketing departments, by placing emphasis on the enhancement of critical marketing communications skills. The main skills emphasised are: team and inter-cultural communication, digital literacy, critical thinking, problem-solving, quantitative, decision-making, enterprise, negotiation, leadership, commercial awareness, self-assessment and reflection.

The degree is organised into three levels with specific aims, as follows:

Level 4 aims to provide a firm theoretical marketing and communications foundation to support the more advanced communications studies. This first level offers a general baggage of general knowledge in media, marketing and public relations and dedicates valuable time to enhancing one’s writing skills specifically for media and marketing communications.

Level 5 aims to deepen students’ specialist knowledge of the course and develop their intellectual and problem-solving skills, as well as their marketing communication skills. This second tier of modules incorporates the latest specialist theory of media and digital communications and offers student’s insights into the main measurement tools used in advertising and consumer public relations. Level 5 challenges students’ intellectual and specialist skills by asking them to compete in generating feasible integrated communications plans for various organisations. Students learn to research from considerable amount of textbook and academic journal reading and case study material. Particular attention is given to their future employability, competence and global awareness of media and businesses communications at this level.

Level 6 aims to develop and test independent judgement and critical awareness and to develop an enquiring, analytical and creative approach to learning. Students studying at this level see the broader implications of the theories studied and refine their personal development planning activities. Tier 6 modules provide students with an advanced understanding of corporate communications, media, and PR and research strategy. Students are taught how to creatively manage communications and media organisations as well as their own development.

Upon completion of this course, students will be equipped with highly specialist writing skills and knowledge which will enable them to pursue communications careers in both the private and public sectors. Students will have a sound understanding of how advertising, marketing communications and public relations apply in small and large organisations world-wide, and will be competent in suggesting ethical and sustainable strategic alternatives to local as well as global organisations.
In line with the QAA benchmark statements for business and management courses, the course team have ensured that the course content encompasses: the study of organisation, their management and the changing external environment in which they operate.

Course learning outcomes

On successful completion of this course students will be able to:

Subject-specific practical skills:

LO1: Effectively communicate information, arguments and analysis to different audiences in written, spoken and presentation formats, including written press releases and other advertising, marketing communications and public relations inputs
LO2: Demonstrate excellent levels of multimedia literacy and understanding of the nuances of media communications
LO3: Assemble, order and present qualitative and/or quantitative information in order to develop lines of argument and make clear judgements when adopting positions and creating persuasive arguments.
LO4: Conduct general marketing & communication analysis using a variety of theoretical tools; specifically, to use IT to access sources of information and to work with business/marketing based software programmes.
LO5: Search, handle and interpret relevant information in the critical analysis of the operation of modern global business/marketing environment
LO6 Understand the range of contextual issues and operational matters which create public relations problems and be able to express these through a well-planed communications/stakeholder audit.
LO7: Use a range of established techniques and tools to analyse business information or context and propose solutions to real-world advertising, marketing communications and public relations problems based on that analysis.
LO8: Demonstrate creativity in communicating complex ideas through written and oral expositions
LO9: Demonstrate the skills and reflective awareness to move to independent learning on media, advertising, public relations and related matters.
LO10:Prove good communication and negotiation abilities

Knowledge and understanding:

LO1: Understand the structure of the global advertising and public relations industries.

LO2: Demonstrate knowledge of the concepts and principles of advertising and public relations and the organisational context in which campaigns are delivered.

LO3: Adopt a critical and challenging approach to existing advertising and public relations practice through wider engagement with relevant communications theory, ethical issues, media theory and sociology.

LO4: Show an in-depth understanding of the issues relating to traditional and digital media formats, the differences between the two and their relation to society, Marketing communications - advertising and public relations practice.

LO5: Analyse general marketing management related areas of study as well as more specialised and contemporary issues including entrepreneurship, leadership, innovation, sustainability, governance, ethics, diversity and globalisation.

LO6: Explain how marketing communications tools and processes allow for effective decision-making against different influences

LO7: Analyse contemporary marketing communications issues and formulate solutions to identify problems in a clear and coherent research plan.

LO8: Analyse business context and strategic intent in order to build marketing communications and public relations plans and tactics, including creative themes and stakeholder messages for a mixture of different advertising and public relations specialism.

LO9: Locate relevant sources of information that support the study of advertising and marketing communications.

LO10: Show knowledge of the nature of career opportunities in advertising and marketing communications and undertake appropriate self-development planning

Cognitive skills:

LO1: Think independently and select appropriate approaches and solve problems relevant to business/marketing and related topics.

LO2: Apply intellectual skills and critical faculties with particular emphasis on the development of the skills to analyse, synthesise and evaluate concepts, ideas and theories that characterise the major disciplines of marketing communications.

LO3 Be aware of cultural and social diversity in the context of marketing communications, advertising and public relations.

LO4: Initiate and undertake independent and scholarly research and investigation, specifically to develop the ability to review critically relevant literature, retrieve data, to interpret and analyse complex information.

LO5: Develop a capacity for critical reflection and judgement in light of evidence and argument about marketing/business issues.

LO6: Appreciate the uncertainty and ambiguity relating to the limits of knowledge.

LO7:Analyse and evaluate theoretical perspectives of advertising and marketing communications

LO8: Formulate solutions for problems identified within advertising and marketing communications through critical assessment, evaluation and synthesis.


Transferable skills (employability/professional practice):

LO1: Gather, organise and deploy information and ideas in order to communicate effectively by oral, written and visual means, including via digital platforms.

LO2: Display an enterprising approach to working life and self/time management.

LO3 Exercise personal responsibility and initiative in individual and group working environments.

LO4: Be skilled at working in cross-cultural settings.

LO5: Make decisions and solve problems with confidence in complex and unpredictable settings.

LO6: Career management: connect with professional institutions and knowledge sources which enable continuous learning.

LO9: Be reflective, respond to feedback, plan a course of action and follow it through.

Course learning outcomes / Module cross reference

- Knowledge and Understanding:

(See attached spreadsheet) Introduction to Public Relations
Principles and Practice of Marketing
Introduction to Media Management
Advertising, Theory, Metrics and Control
Digital Communications and Media Relations
Brand Management
Corporate Communications Strategy
Communications Theory and Concepts
Digital Media Business Enterprise
Creative Advertising and Copywriting
Consumer Public Relations
Managing Corporate Reputation

- Intellectual Skills (see attached spreadsheet)

Writing Skills
Brand Management
Managing Corporate Reputation
Digital Media Business Enterprise
Digital Marketing

- Subject specific skills (See attached spreadsheet)

Writing Skills
Introduction to Public Relations
Advertising, Theory, Metrics and Control
Digital Communications and Media Relations
Corporate Communications Strategy
Consumer Public Relations

- Transferable skills (See attached spreadsheet)


All Core modules

Principle QAA benchmark statements

General Business and Management Benchmarks

Assessment strategy

The Advertising, Marketing Communications and Public Relations course uses a wide variety of assessment methods to test students’ knowledge and abilities. These assessment methods have been mapped to ensure that they are evenly spread and allow the student to perform at their best.

The assessment methods include:

  • Coursework including problem based case studies; this tool is used to help enhance students’ analytical and prescriptive skills.
  • Examinations are used to facilitate learning and integration of knowledge.
  • Oral presentations, including individual and group based, are used to enhance students’ team, time management and communication skills.
  • Business and Marketing simulation tasks; students are deliberately placed in various real complex company situations in order to widen their applied knowledge and understanding of companies’ behaviour in various environments.
  • Essays and report writing; these tools are used to enhance students’ critical as well as business writing skills.
  • Portfolio work; portfolios are used to encourage progressive building of evidence of competence and skills and to facilitate personal reflection on learning.
  • Individual research project/dissertation; this portrays students’ specialist subject knowledge, their in-depth understanding of a marketing communications area, their ability to work independently and draw conclusions based on a vast amount of primary and secondary data.

Organised work experience, work based learning, sandwich year or year abroad

The BA (Hons) Advertising, Marketing Communications and Public Relations degree students will be given extensive advice on how to undertake work experience. Work-based modules are offered at both level 5 and 6 of the programme. The course has a considerable tangible Alumni network and is visible on online platforms such as: Facebook and LinkedIn. Advertising, Marketing Communications and Public Relations students have the opportunity to interact and work with graduates and practitioners and to be mentored by them. In addition, via the Erasmus programme or other international exchange programmes, if desired, students will have the opportunity to study abroad.

As part of our Undergraduate Student Promise, every student will undertake accredited work-related learning (in either the form of a work placement or ‘live’ project with a partner organisation or planning to set up small business) as a core, compulsory element within their course programme.

You will have the option of taking the “Learning Through Work” or “Create a Winning Business” 15 credit module in the second or third year of your course programme. Additionally you have the option of taking an additional 30 credit 12 month sandwich placement module (which would extend your course to four years).
Work-related learning provides students with:

  • the experience of a competitive recruitment process or pitching for an opportunity
  • a work-related experience or project which impacts a real organisation
  • assessment and feedback on their reflections on their experience of the work-related learning and planning for their future career.

Where required, students will be supported in finding suitable opportunities which can be either be a placement, part-time role or ’live’ project for an external organisation untaken within the University. We have dedicated placements and careers teams who will assist learners with all aspects of their job search and application. The suitability of the opportunities will be assessed by the Module Leader on an individual basis. It is the student’s responsibility to apply for opportunities and engage with the relevant University personnel who to assist them in gaining a suitable role. Learners may be able to utilise their existing part-time / vacation employment (whether or not this relates to their subject area), providing they can demonstrate that it is personally developmental and involves responsibility (decided upon submission of the role details by the Module Leader)

Modules required for interim awards

Level 4 Core Modules
Principles and Practice in Marketing
Introduction to Public Relations
Introduction to Media Culture & Society
Assessing the Marketing Environment

Level 5 Core Modules
Integrated Marketing Communications
Consumer Culture and Behaviour
Advertising Concepts, Theory and Practice
Consumer Public Relations

For CIM exemption:
Principles and Practice in Marketing
Integrated Marketing Communications
Brand Management
Consumer Culture and Behaviour

For possible CIPR exemption:
Consumer Public Relations
Writing for PR

For CAM possible (digital) exemption:
Digital Marketing
Consumer Culture and Behaviour

Level 6 Core Modules
Marketing and Communications Project
Corporate Communications
Communications Theory and Concepts
PR in Practice

For possible CIPR exemption:
PR in Practice
Corporate Communications
Communications Theory and Concepts
Managing corporate Reputation

Arrangements for promoting reflective learning and personal development

Reflective learning is embedded throughout the course curriculum. Students are exposed to the concept of reflective learning in level 4 and are able to practice and develop the skills necessary to be an effective reflective practitioner. Both reflective and personal development planning are central to the students’ academic and career development. Reflective learning is linked to assessment throughout the curriculum and students have the opportunity for formative feedback to guide them in the development of this key skill.
During the course of their degree students are able to build their own personal development which enables them to reflect on their evolution in terms of skills and knowledge. All the BA (Hons) Advertising, Marketing Communications and Public Relations core modules contribute to this personal development planning

Arrangements on the course for careers education, information and guidance

The above activities are fundamental to students’ career education, information and guidance. In addition to tutorial drop in sessions during which students can discuss their career plans within the industry, membership of the CIPR’s student group gives students access to a range of internship and work placement opportunities. Longstanding relationships with visiting lecturers and alumni also lead to placement, work experience and career opportunities within London media and advertising agencies. Students have been given opportunities to respond to a real brief and compete for a work placement over the course of a day’s exercise to pitch to London PR agencies.

The London Guildhall Faculty of Business and Law provides its own support through a wide range of student services and pastoral care including Personal Academic Advisors (PAA), Centre for the Enhancement of Learning and Teaching (CELT) and the Student Academic Representatives (Stars). To these, a dedicated Placements & Employability unit offers tailor-made advice and links to business and industry. The Guildhall Faculty has a number of student activities to foster a sense of belonging within the School Programmes such as the ‘Get Involved’ extracurricular strategy encourages and facilitates students’ involvement in peer support, receiving mentoring, volunteering, student societies and national competitions and activities including the IBM University Business challenge, Princes Trust and SIFE. LMBS student societies includes; a Business Society, a PR Office, a university newspaper, a Radio station and an International Society to name a few.

Other external links providing expertise and experience

Advertising, digital marketing communications and public relations professionals and industry experts will be invited as guest speakers during direct learning time when and as appropriate throughout the three years of the programme. External experts will be invited into the university to deliver workshops for students with focus on employability issues or other areas of their expertise.

Professional Statutory and Regulatory Body (PSRB) accreditations & exemptions

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

Career opportunities

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.

Entry requirements

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.

Official use and codes

Approved to run from 2013/14 Specification version 1 Specification status Validated
Original validation date 01 Sep 2013 Last validation date 01 Sep 2013  
Sources of funding HE FUNDING COUNCIL FOR ENGLAND
JACS codes N500 (Marketing): 50% , P210 (Public Relations): 50%
Route code ADMCPR

Course Structure

Stage 1 Level 04 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC4003 Introduction to Public Relations Core 30 CITY AUT+SPR TUE PM
MC4004 Principles and Practice in Marketing Core 30 CITY AUT+SPR THU AM
          CITY AUT+SPR THU PM
MC4007 Assessing the Marketing Environment Core 30 CITY AUT+SPR WED AM
MC4011 Introduction to Media Culture and Society Core 30 CITY AUT+SPR MON AM

Stage 1 Level 04 January start Not currently offered

Code Module title Info Type Credits Location Period Day Time
MC4003 Introduction to Public Relations Core 30        
MC4004 Principles and Practice in Marketing Core 30        
MC4007 Assessing the Marketing Environment Core 30        
MC4011 Introduction to Media Culture and Society Core 30        

Stage 2 Level 05 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC5000 Advertising Concepts Theory and Practice Core 30 CITY AUT+SPR THU AM
MC5005 Integrated Marketing Communications Core 30 CITY AUT+SPR FRI AM
MC5012 Consumer Culture and Behaviour Core 30 CITY AUT+SPR WED AM
MC5054 Consumer Public Relations Core 15 CITY SPR MON PM
MN5W50 Creating a Winning Business 1 Alt Core 15 CITY SPR WED PM
          CITY AUT WED PM
MN5W55 Learning through Work Alt Core 15 CITY SPR WED AM
          CITY AUT WED AM
MC5051 Brand Management Option 15 CITY AUT TUE PM
          CITY AUT MON AM
MC5055 Digital Marketing Option 15 CITY AUT MON PM
MC5061 Media Relations Option 15 CITY SPR TUE AM
OL0000 Open Language Programme Module Option 15 NORTH SPR    
          NORTH AUT    

Stage 3 Level 06 September start Not currently offered

Code Module title Info Type Credits Location Period Day Time
MC6001 Communication Theory and Concepts Core 30        
MC6011 Corporate Communications Core 30        
MC6060 Public Relations in Practice Core 15        
MC6P09 Marketing and Communications Project Core 30        
MN6W04 Professional Experience Year Placement Alt Core 30        
MN6W50 Creating a Winning Business 2 Alt Core 15        
MN6W55 Learning through Work 2 Alt Core 15        
MC6051 Managing the Creative Fashion Environment Option 15        
MC6052 Creative Advertising and Copywriting Option 15        
MC6061 Services Marketing Option 15        
MN6055 Managing Corporate Reputation Option 15        
OL0000 Open Language Programme Module Option 15