Advertising and Marketing

Leeds University Business School
Leeds, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' The MA in Advertising and Marketing is designed to equip students for a marketing career, offering a particular focus on advertising and marketing communications. The programme explores and assesses contemporary developments within marketing / marketing communications theory and practice, offering a balanced academic and ’hands on’ pragmatic programme of study. Specialist modules include; Public Relations and Corporate Communications, Advertising, Media Policy and Relationship and Direct Marketing.



The programme is taught by highly qualified teaching staff with extensive research and consultancy expertise, delivering knowledge and skills of direct relevance to the workplace. This is consolidated for the student by a final research dissertation, or consultancy project undertaken in-house for a company.



There are a wide and varied range of career opportunities in both communication agencies and company marketing divisions for students graduating from this programme.

The modules


Consumer Behaviour

This module draws on insights from psychology, sociology and anthropology, as well as economics to build a holistic picture of contemporary consumers and their behaviours. It considers a range of topics in contemporary consumer studies, including the consumption cycle; consumer decision-making; consumer motivation; the buying process; consumer value and values; lifestyles; individual and group identity; subjectivity; symbolic consumption; consumer disorders; hedonic consumption; the consumption experience; sacred and profane aspects of consumption; meaning and rituals; sites of consumption; anti-globalisation, and consumer cultures. The module focuses also on possible different representations of the consumer, as, for example, rational decision-maker, as a creative user of technology, as a ‘rebel� as a fan, and so on. A wide variety of products, services and experiences are examined, and the implications for marketing strategy and marketing communications of how these are consumed are considered.



International Marketing

Reflecting the expansion of world trade, economic integration and multinational organisations, this module explores a range of international marketing issues, including market selection, culture, distribution and entry strategies, product planning, national competitiveness, globalisation and success factors in international marketing.



Internet Marketing

This module includes aspects of internet marketing communications, international distribution and relationship marketing. It explores alternative internet marketing strategies and considers some of the practicalities of website design.



Marketing Communications

Organised around the development of an integrated marketing communications plan, this module considers branding, communications research, media strategies, public relations and sponsorship, promotions, the role of agencies and ’new’ communications, such as the Web.



Marketing Strategy

Drawing on strategic marketing concepts and the mechanisms to translate these into effective strategic marketing plans, this module explores environmental and competitor analysis, innovation and competitive advantage, strategies for growth and mature markets, delivering customer satisfaction and distribution strategies.



Advertising

This module looks at communication models and theory. Contemporary theories of how advertising works; salience, likeabiliy, involvement. The role of advertising in supporting brand equity, image and associations. Advertising effectiveness. Developing advertising strategies and plans; setting objectives, segmentation and positioning, message strategy and creative processes to achieve attention, comprehension and attitudinal deveopment. Advertising ethics and regulation. Global advertising strategies. The integration of advertising and its evolution within a contemporary dynamic communications environment.



Media Policy

This module provides and overview of mass media in society and examines media strategies in different market contexts, media policy, multi-media strategies, media budgets and schedules, and the evaluation of media plans, including the ’new’ media and transnational media strategies.



Public Relations (PR) and Corporate Communications

Drawing on the roles and theories of public relations, this module explores the strategic role of public relations in developing corporate image and identity, the legitimacy of PR and its roles in corporate, financial and retailing environments, the tools used in PR campaigns and the roles of in-house PR departments and PR consultancies.



Relationship and Direct Marketing

Redefining marketing in terms of longer-term relationships, this module explores the concepts and strategies of relationship marketing, including its economics, plans for partnership marketing and the role of direct marketing techniques in building successful marketing relationships.



Sales Promotion and Sponsorship

This module considers sales promotion and sponsorship within the marketing strategy and the marketing mix of the organisation. It examines the tools of promotion and promotion plans, the growth and forms of sponsorship, and the evaluation of promotions and sponsorship in services, retailing, financial and international contexts.

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Phone:+44 (0)113 343 6321

School Address:

Leeds University Business School, Maurice Keyworth Building, The University of Leeds, Leeds, LS2 9JT, UK

Jobs & Resumes: Leeds
Houses & Roommates: Leeds

Accounting and Finance
Banking and Finance
Computing and Management
Diversity Management
Financial Mathematics
Human Resource Management
International Finance
International Marketing Management
MBA Full-time
Executive MBA

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