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  

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

This course places a strong emphasis on cementing one’s knowledge and understanding of the role that integrated marketing communications, 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). Students have the opportunity to join The Chartered Institute of Marketing (CIM) as a studying Member. The course is accredited by the Chartered Institute of Marketing (CIM); the leading global professional body for marketers worldwide. Through the CIM gradate gateway programme students will be able to gaining exemptions from units on CIM qualification for the international CIM 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.

The course adopts a modular structure. The largest number of modules are 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 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 Web Learn so as to facilitate and implement the faculty blended learning strategy.

Students complement their in-class experience of advertising, 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, 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 and 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 the management of marketing communications, which covers areas such as: advertising, public relations, direct and digital marketing, corporate reputation and brand management. 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 commercial and or public organization marketing/communication departments. This is facilitated by placing an emphasis on the enhancement of critical marketing communication skills.

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 collection of general knowledge in media, marketing, marketing data analysis 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 consumers, 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 a considerable number of textbooks 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. Level 6 modules provide students with an advanced understanding of corporate communications, advanced communication theory, 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

Based on QAA benchmark statements for business and management courses
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, presentation formats and digital formats including written press releases and other advertising, marketing communications and public relations inputs

LO2: Proficient skills in multimedia, digital literacy and understanding of the nuances of media communications

LO3: Conduct general marketing & communication analysis using a variety of tools; specifically, to use IT to access sources of information and to work with business/marketing based software programmes

LO4: Ability to collate assemble, analyse, evaluate and interpret qualitative and/or quantitative data including audience data, business data, sources of information information in order to develop make clear judgements & decision making

Knowledge and understanding:

LO5: Demonstrate knowledge & understanding of the concepts theories, models, frameworks and principles of the management of marketing, brand communications, advertising and public relations and the organisational business context in which campaigns are delivered.

LO6: Understand the structure & and the changing nature of the global advertising marketing communication and public relations industries and the environment in which they operate and their management

LO7: Show knowledge and understanding of marketing communications tools and operational processes allowing for effective decision-making against different influences

LO8: Demonstrate knowledge & understanding of business contextual 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: Have knowledge and understanding of the stakeholders/consumer/audience/client in the management of service /product offering in planning targeted marketing, marketing communication, advertising & PR outputs

LO10: Demonstrate knowledge of the 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

LO11: demonstrate knowledge and understanding sources, uses and management of finance, budgets the use of accounting and other information systems for marketing communication planning, control, decision making and managing financials

Cognitive skills:

LO12: Analyse and critically evaluate theoretical perspectives of marketing, marketing communications, advertising and PR.

LO13: Develop a capacity for critical reflection and judgement in light of evidence and argument about marketing/business issues

LO14: Develop critical thinking, problem-solving, within the context of circumstances to determine the cause of a problem, & solutions through research skills and identifying and selecting appropriate marketing & Marketing communications outputs

Transferable skills (employability/professional practice):

LO15: Gather, organise and deploy information and ideas in order to communicate effectively by oral, written and visual means, including via digital platforms.

LO16: Display an enterprising approach to working life and self/time management

LO17:Exercise personal responsibility and initiative in individual and group working environments

LO18: Be skilled at working in cross-cultural settings.

LO19: Be reflective, respond to feedback, plan a course of action and follow it through

LO20: Career management: connect with professional institutions and knowledge sources which enable continuous learning and development

Course learning outcomes / Module cross reference

Principles and Practice in Marketing
Introduction to Media Culture & Society
Public Relations
Assessing the Marketing Environment
Understanding and Managing Marketing Information

Advertising, Theory, process and Practice
Consumer Culture and Behaviour
Communications & Digital Marketing
Consumer PR & Media Relations
Brand Management
Digital Marketing
Social Media
Learning Through Work MN5W55

Corporate Communications
Theory and Concepts
Marketing and Communications Project
Public Relations in Practice
Creative Advertising and Copywriting
Services Marketing
Managing Corporate Reputation
Learning through Work 2
Professional Experience Year Placement MN6W04

Learning Outcomes cover LO1-20

Principle QAA benchmark statements

Business and Management February 2015

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 in achieving the course learning outcomes

Students are encouraged to engage in a dialogue through feed forward activities with staff on assessments. The aim is to encourage engagement support & constructive guidance from academic staff. This is to facilitate & to ensure that assessment have an effective developmental impact on student learning and allow the student to reflect on learning.

The assessment methods include:
• Coursework including problem based communications briefs and case studies are 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, and are used to enhance key marketing and communications and PR subject skills such as interpersonal, team, time management and communication skills
• Essays and report writing; these tools are used to enhance and demonstrate students’ research skills, critical as well as business & academic 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.

The university operates a marking and moderation process that are both rigorous and transparent to quality assure that:
• student work is assessed on a fair basis
• students are provided with supportive and appropriate feedback
• Academic standards in relation to student work and final awards are maintained
Where possible work will be marked anonymously. The marking process on the course involves first marker who has responsibility for giving formal feedback and making an initial assessment of the standard and a provisional mark. A sample of students work is moderated by an internal 2nd marker. Marks and feedback may be adjusted if necessary. A sample of work is moderated by an external examiner who is independent of the university a subject specialist. External examiners are required to report back to the University and to the Chair of the Subject Standards Board that formally processes the marks. Following the regulatory framework of the marking process students are unable to appeal your final marks and/or grades on the grounds of academic judgement.

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. A core level 6 module in collaboration with the Business accelerator allows students to experience consultancy work and pitching to a ‘real business’ .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

Advertising, 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.

Course specific regulations

The course conforms to the framework and University Academic Regulations

Modules required for interim awards

BA (Hons) Advertising, Marketing Communications and Public Relations
Core modules

Level 4 Core Modules
MC4004 Principles and Practice in Marketing 30 credits
MC4012 Public Relations 30 credits
MC4011 Introduction to Media Culture & Society 30 credits
MC4054 Assessing the Marketing Environment 15 credits
MC4055 Understanding and Managing Marketing Information 15 credits

Level 5 Core Modules
MC5018 Communications & Digital Marketing 30 credits
MC5012 Consumer Culture and Behaviour 30 credits
MC5017 Advertising Theory, Process and Practice 30 credits
MC5074 Consumer Public Relations & Media Relations 15 credits

Level 6 Core Modules
MC6P09 Marketing and Communications Project 30 Credits
MC6011Corporate Communications 30 credits
MC6011 Communications Theory and Concepts 30 credits
MC6W50 PR in Practice 15 credits

For CIM exemption:
Principles and Practice in Marketing
Formally Integrated Marketing Communications

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, 5, and 6 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 through both formative and summative assessment throughout the curriculum and students have the opportunity for formative feedback to guide them in the development of this key skill. Students are also supported in this process through the use of Academic Tutors.
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 through the engagement of students reflecting on own performance and future performance.

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, employability and opportunities for continuing professional development

The course places a strong emphasis on students’ employability and the development of communications skills takes place through a continuous process of self-development embedded in all core modules. There is an underlying philosophy of linking the acquisition of knowledge to real business/marketing situations and providing as much as real marketing communications experience as possible. Students are placed in the best possible position after graduation to pursue rewarding and successful careers in arears such as Advertising Account executives, PR Account executives, Media planning, Media and PR Officers. The Advertising, Marketing Communications and Public Relations course provides appropriate preparation for students wishing to study marketing communications or public relations at Master’s level or to pursue advertising or public relations careers in industry, commerce, the public sector or voluntary sector. It may qualify undergraduates for Student Membership of the chartered Institute of Marketing (CIM) and Chartered Institute of public Relations (CIPR). Employability is embed in the course through a core employability module and students are given the opportunity to take additional employability modules to gain credit on work experience.

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  
JACS codes 100075 (marketing): 50% , 100074 (advertising): 50%
Route code ADMCPR

Course Structure

Stage 1 Level 04 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC4004 Principles and Practice in Marketing Core 30        
MC4011 Introduction to Media Culture and Society Core 30        
MC4012 Public Relations Core 30        
MC4054 Assessing the Marketing Environment Core 15        
MC4055 Understanding and Managing Marketing Information Core 15        

Stage 1 Level 04 January start Not currently offered

Code Module title Info Type Credits Location Period Day Time
MC4004 Principles and Practice in Marketing Core 30        
MC4011 Introduction to Media Culture and Society Core 30        
MC4012 Public Relations Core 30        
MC4054 Assessing the Marketing Environment Core 15        
MC4055 Understanding and Managing Marketing Information Core 15        

Stage 2 Level 05 September start Offered

Code Module title Info Type Credits Location Period Day Time
MC5017 Advertising Theory, Process and Practice Core 30        
MC5018 Communications and Digital Marketing Core 30        
MC5019 Consumer Insights and Research Core 30        
MC5074 Consumer PR and Media Relations Core 15 NORTH AUT TUE AM
MC5051 Brand Management Option 15        
MC5055 Digital Marketing Option 15 NORTH SPR MON AM
          NORTH SPR THU PM
MC5075 Social Media Option 15        
MN5W55 Learning through Work Option 15 NORTH AUT WED AM
          NORTH AUT WED PM
          NORTH AUT THU AM
          NORTH AUT THU PM
          NORTH AUT FRI AM
          NORTH AUT FRI PM
          NORTH SPR WED PM
          NORTH SPR THU AM
          NORTH SPR THU PM
          NORTH SPR FRI AM
          NORTH SPR FRI PM
          NORTH SPR WED AM
OL0000 Open Language Programme Module Option 15 NORTH SPR NA  
          NORTH AUT NA  

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        
MC6P09 Marketing and Communications Project Core 30        
MC6W50 Public Relations in Practice Core 15        
MC6052 Creative Advertising and Copywriting Option 15        
MC6061 Services Marketing Option 15        
MN6055 Managing Corporate Reputation Option 15        
MN6W04 Professional Experience Year Placement Option 30        
MN6W55 Learning through Work 2 Option 15        
OL0000 Open Language Programme Module Option 15