UDADMCPR - BA Advertising, Marketing Communications and Public Relations

About the course, 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 offline and online media channels have in enhancing corporate, public sector, B2B, B2C and Not for profit success in today’s challenging global environment. 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 will be 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 a wide variety of local and international decision-making and research jobs in marketing communications such as corporate communications, media, public relations, social media direct and digital marketing, branding, advertising and copywriting.

The course adopts a modular structure. All the modules are delivered over a 12-week teaching period. Optional modules are offered to students on this course in 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, you will use computer technologies to access knowledge and to familiarize yourselves with the latest digital communications platforms for marketing communications. Each module is supported by Web Learn to facilitate and implement the Guildhall School of Business & Law’s blended learning strategy.

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, digital marketing, corporate reputation and brand management & social media marketing. 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. Additionally, through theory and practical activities, the richness and value added by cultural as well as individual differences is championed. The course is underpinned by the role marketing communications plays in maintaining stakeholder relationships and a customer-centric approach in the acquisition and retention of customers.
The degree is organized 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 collection of general knowledge in media, marketing, data analysis and public relations and dedicates valuable time to enhancing one’s writing skills specifically for media and marketing communications & confidence in presentation. Collaborative team skills facilities enable all students to appreciate the diversity of the cohort to enrich their experience. Students at level 4 are introduced to sector career and employability planning with an emphasis on employability and transferable skills development and reflection to support future professional growth.

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 & customers from both B2C & B2B perspectives. Advertising, consumer PR Digital Marketing and traditional communication channels, Students will be offered insights into the main measurement tools & metrics & the ever-evolving role of AI in professional practice in marketing communications, advertising and public relations. Level 5 challenges students’ intellectual and specialist skills by asking them to compete in generating feasible integrated communications plans for various organizations & diverse target segments. Students learn to research from a considerable number of sources -textbooks and academic journal reading and case study material and specialist practitioner material. Particular attention is given to their future employability, competence and global awareness of media and businesses & marketing communications at this level. Students will be offered the opportunity to engage with practical work-related experience through the following modules MN5W55 Learning through Work and MN5W50 Creating a Winning Business.

Level 6 Aims to develop and test independent judgement and critical awareness and to develop an enquiring, analytical and creative approach to learning. As well as ethical and sustainability considerations from a theoretical and practical perspective. 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, sustainability, media, and PR and research strategy. Students are taught how to creatively manage communications and media organizations encompassing private, public B2C, B2B and Not for profits organizations. Opportunities will be given to work ‘on live’ briefs.

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 and marketing communications & PR operate in the ever-evolving advertising and marketing communications industries. Including B2B, B2C, small and large organizations worldwide. Students will be competent in suggesting ethical and sustainable strategic alternatives to local as well as global organizations in their marketing communications. 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 organization, their management and the changing external environment in which they operate. The course develops skills and attributes which equip graduates to become impactful, global and in line with university ESJF initiatives inclusive citizens, as well as reflective, independent and collegial lifelong learners.

The University learning outcome that cuts across the entirety of the London Metropolitan University provision, and thus, the BSc (Hons) Advertising, Marketing Communications and Public Relations is:

On completion of this course, students will be able to: demonstrate confidence, resilience, ambition and creativity and will act as inclusive, collaborative and socially responsible professionals in their discipline (ULO

Thus, upon graduating with an honour’s degree in Advertising, Marketing Communications and Public Relations, students will be able to:

LO1: Have the confidence needed to take leadership decisions in challenging situations. (LO1)

LO2: Possess the necessary communication skills that will help them adopt a global and multicultural perspective in their professional context. (LO2

LO3: Be cognisant of the effects of the social and environmental of their decisions and will remain active citizens of the places they live and work (LO3).

LO4: Demonstrate the application of creative thinking skills to practical problems, and possess the analytical and organizational skills to translate creative ideas to operational solutions (LO4)

LO5: Understand the structure & the changing nature of the global advertising marketing communication and public relations industries and the environment in which they operate and their management and more specialized and contemporary issues including entrepreneurship, leadership, innovation, sustainability, governance, ethics, inclusion & diversity (L5O)

LO6: Analyze and critically evaluate theoretical perspectives of marketing, marketing communications, advertising and PR through research skills and identifying and selecting appropriate marketing & Marketing communications outputs. (L6O)

LO7: Possess the necessary communication skills that will help them adopt a global and multicultural perspective in their professional context and be cognisant of the effects of the social and environmental effects of their decision and will remain active citizens of the places they live and work. (L7O)

LO8: Demonstrate application of creative thinking skills to practical problems and possess the analytical and organizational skills to translate creative ideas to operational solutions. (L8O)

LO9. Possess the necessary digital Literacy skills appropriate marketing communications research & Marketing communications outputs. (L9O)

LO10.Possess the ability to translate corporate objectives into an operational marketing communications plan relevant to the organization's target market.

The QAA Benchmark statement for Business Management and Marketing March 2023

The Advertising, Marketing Communications and Public Relations course uses a wide variety of assessment methods to test students’ knowledge and abilities.

Students are encouraged to engage in a dialogue through feed forward activities with staff on assessments. The aim is to encourage engagement support and 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 assessments are designed to assess a wide variety of knowledge and skills but also that they are inclusive in their design.

Assessment and Industry Integration
At each level, selected assessments replicate professional tasks, ensuring students develop practical skills alongside academic knowledge. Examples include:
Level 4 - Employability Skills audit and the development of transferable skills & living CV development
Level 5 -Live employer-led project briefs, delivered through partnerships and platforms such as Riipen, Small business clinic enabling students to apply strategic thinking to real business challenges.
Enterprise-focused exercises that simulate entrepreneurial decision-making and innovation within industry contexts.
Level 6 - Recruitment-focused activities such as CV and LinkedIn profile development, personal skills audits, and mock interviews, integrated into module assessments to prepare students for graduate roles.
Enterprise-focused exercises that simulate entrepreneurial decision-making and innovation within marketing context
· Guest speaker engagement, where talks from industry professionals are linked to reflective or subject-based assessments, reinforcing the connection between theory and practice.
The University initiative programme, Gateway to Success, underpins employability initiatives by helping students set career goals, build evidence of personal development, and demonstrate transferable skills will be embed in modules Through careers resources, practical exercises, interactive quizzes, and personalized support through workshops and one-to-one sessions, students earn points for completing activities across learning and careers areas. Achieving the required points by graduation signals strong engagement and commitment to professional growth, which is formally recognized on the degree transcript.
The assessment methods include:
• Coursework including problem-based communications briefs and case studies & live briefs are used to help enhance students’ analytical and prescriptive skills.
• Examinations (closed and or open books) are used to facilitate learning and integration of knowledge
• Oral & video presentations, including individual and group based, are used to enhance key marketing, 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.
• 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.

Education for Social Justice Framework Integration
In alignment with the (ESJF, assessments are:
• Culturally Responsive Assessments: Assessments draw on students’ cultural, social, and personal experiences to strengthen identity, foster reflection, and connect learning to real-world contexts.
• Diverse Formats: Are used to accommodate varied learning styles and backgrounds. Such as visual storytelling, campaign design,
• Embedded Reflection: Reflective elements throughout the degree encourage the examination of positionality, perspectives, and critical thinking.
• Social Justice Focus: Students engage with themes like media representation, inclusive marketing, and ethical communication, deepening relevance and impact.
• Empowering Feedback: Feedback enhances not only academic performance but also confidence & student voice.

At Level 5, students can choose from three alternative core 15-credit work-based learning modules:
• MN5W55 Learning Through Work - For those looking to gain experience from undertaking and reflecting on work-based projects related to your career interest.
• MN5W50 Creating a Winning Business - Ideal for those seeking to understand how entrepreneurial knowledge can benefit those seeking employment or for those interested in how to be self-employed. Includes a short work-based project
• WL5W50 Empowering London: Working within the Community - For students interested in how societal issues affect London, including gaining work experience supporting a charity or community organisations.
Students can also apply for the option to extend their degree by completing a full Year in Industry module (MN6W04) after successfully finishing Level 5. This provides in-depth, real-world experience, professional-level skills development, and opportunities to build networks, helping graduates stand out in a competitive job market.
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 can have the opportunity to interact and work with graduates and practitioners and to be mentored by them. 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 program. External experts will be invited into the university to deliver workshops for students with a focus on employability issues or other areas of expertise.
Students will be given the opportunity to take part in the National Chartered Institute of Marketing CIM Pitch competition based on a ‘real-life’ industry marketing challenge brief.

There are no specified part-time structures for this course. Students on a part-time mode of study are required to take between 30 and 90 credits per academic year to complete the degree program within the maximum time allowed (6 years for a three-year course).

Program planning is therefore agreed between the student and course team, in accordance with regulations on progression and completion.

The course shall conform to both the framework and University Academic Regulations.

CertHE: Advertising Marketing Communications & PR 120 credits at Level 4

DipHE: Advertising Marketing Communications & PR 240 credits at Level 5

BA (unclassified): Advertising Marketing Communications & PR 300 credits at Level 6 (excluding Project/Dissertation)

BA (Honours): Advertising Marketing Communications & PR 360 credits at Level 6 (including Project/Dissertation)

Reflective learning is embedded throughout the course of curriculum. Students are exposed to the concept of reflective learning in level 4, 5, and 6. They can practice and develop the skills necessary to be an effective reflective practitioner and graduate employability skills. 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 using Academic Tutors. During 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 their own performance and future performance.

The course placed a strong emphasis on students’ employability and continuing professional development. Including the development of transferable skills including digital literacy which take place through a continuous process of self-development embedded in all core assessed modules, and assessed modules with an emphasis on graduate employability development.

• At Level 4 in the MC4079 academic skills module, students are introduced to career and employability planning, with a strong emphasis on developing transferable skills and reflective practice to support long-term professional growth. Students will be given the opportunity to start the development of a living CV & introduced to the activities in the Gateway to success material
• At Level 5, the choice of work experience modules listed in section 19 provide real world experience within your degree programme.
• The consultancy modules at level 5 MN5070 - The Practice of Consultancy & level 6 module MN6P05 - Consultancy Project Work in collaboration with industry SMEs and the small business clinic on ‘live’ briefs set and assessed by the organization.
• Additionally at level 6 in the MC6095 Strategic marketing module students in collaboration with an organizations will are given the opportunity to work on a ‘ live’ industry brief & campaign development. This will involve briefs set and assessed by the organization. Students will also be given the opportunity to further develop live CV, Linked in profile and mock interviews and activities linked to the Gateway to success activities.
Benefits of these assessed modules include:
• Expanding knowledge of job application and recruitment processes
• Developing expertise in a specific area of work, helping to confirm or refine career choices
• Enhancing graduate employability through a broader range of professional skills
• Building self-confidence, supported by structured module assessments
• Growing professional networks and contacts that may support future graduate career plans

There is an underlying philosophy of linking knowledge to real business/marketing situations and providing as much real marketing communications experience as possible. Students are placed in the best possible position after graduation to pursue rewarding and successful careers in areas such as Advertising Account executives, PR Account executives, Media planning, Media and PR Officers & Digital Marketing .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. Employability is embedded in the course through a core employability module in level 5, and students are given the opportunity to take an additional year employability module in level 6.
The course team works closely with the Careers Service and embeds within the year program opportunities to engage with the careers team. At Level 4: A short introduction to the Careers Service, including how students can access in-person support and online resources. Sessions are targeted at Levels 5 and 6: These tailored sessions on gaining work experience, identifying skills, career planning, applying for opportunities, personal branding for future employment, and post-graduation options.
Industry guest speakers & alumni are invited networking opportunities

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

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. Popular roles include copywriter, marketing executive, press officer and PR manager.

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 GCSE at grade C/4 or above (or equivalent)

If you don't have traditional qualifications or can't meet the entry requirements for this undergraduate degree, you may still be able to gain entry by completing our Business Management CertHE course.