You should be:
- Aiming to work in marketing, branding, advertising or communications, on either the client or agency side, or as an independent freelancer, business start-up or contractor.
- Keen to develop your skills in the areas that are important to insights, planning, strategic and project management roles in the marketing, branding, advertising and communications industry.
- Looking to develop self-reliance and initiative in a challenging competitive global marketplace.
- Looking to develop commercial and cultural sensitivity for national and international markets.
- Ready to embrace future opportunities and challenges created by the rapidly-changing global marketing, advertising and digital communications industries.
As a graduate of this MA you could go into roles such as:
- Marketing officer or manager
- Account handler or planner
- Content planner
- Media planner
- Consumer or market researcher
- Data communications manager
- SEO/SEM manager
- Social media producer
Research skills embedded throughout the modules and with the Major Project could allow you to successfully progress into postgraduate research programmes and PhDs in the areas of marketing, branding and digital communications.
MA Marketing and Digital Communications
Throughout the course, you’ll work independently and in teams on challenges that will help you learn how to expertly:
- Research emerging technologies for marketing
- Research online audiences using digital ethnographies
- Write content that is appropriate for a variety of online channels, such as blogs
- Prepare marketing plans
- Prepare client briefs and interpret these for agencies, creatives, media and production teams
- Deliver a professional pitch to a potential client, audience or brand
- Develop a Major Project that establishes you as an expert on a theme, sector or trend
You will need to complete four 30-credit modules and one 60-credit project (180 credits in total). All modules on the course are compulsory and must be passed in order to complete the award.
You will need to complete four 30-credit modules (120 credits in total). All modules on the course are compulsory and must be passed in order to complete the award. A dissertation (major project) is not required.
*Please note: the order of modules may differ to that stated below.
|Marketing in a Digital World
|Creative Digital Storytelling
|Global Media Planning
|Innovation and Industry
|Final Major Project
Module one - Marketing in a Digital World (30 credits)
Interrogate the role of marketing in a global and digitally transformed world. Revisit the basic frameworks of marketing planning, updating the traditional analytical tools to bring marketing planning in line with the needs of a technology-aware audience. Work through the process of marketing goal setting, strategy and planning, using a variety of analytical and developmental tools. Consider how geography, globalisation and digital transformation impacts all parts of the marketing planning process.
Module two - Creative Digital Storytelling (30 credits)
Develop your understanding of the digital opportunities for creative content creation and dynamic story telling. Identify ways of generating insights into your audience and their digital and analogue touchpoints. Explore how you can maximise the reach and impact of your campaign by using tools such as user generated content, social media, ‘influencers’, ‘viral’ tactics, SEO, microsites and landing pages, user experience, artificial intelligence, virtual and augmented reality, and big data.
Module three - Global Media Planning (30 credits)
Explore media strategy and planning in a global context and examine traditional and digital media channels. Get up to speed with the latest debates and industry practice in this rapidly changing arena. Get the practical and theoretical tools you need to undertake communication strategies and media planning and measure and monitor their effectiveness. Examine ‘Paid, Earned and Owned’ models, Adwords, PPC, Google analytics, as well as media specific data analysis.
Module four - Innovation and Industry (30 credits)
Learn to innovate and problem-solve for brands, audiences and communications strategies. Pitch a new idea or concept to a professional audience, making the most of current digital technologies. Take well informed risks with creative concepts and present these in an imaginative way that makes the most of the digital technologies available. Develop a portfolio of case studies and examples of legal and ethical issues affecting your sector of interest.
Final Major Project (60 credits)
Choose an area of digital marketing communications to specialise in. You may have a new business idea to launch with a digital marketing campaign. You could solve a business problem associated with your current work or use a case study. You could extend a business opportunity for an existing company or respond to a gap in the market. Whatever you choose, your project is the final stage in your transformation into an adept, articulate marketing and digital communications innovator.
Assessments are 100% coursework and submitted online. There are no exams. Assessments could include:
- Academic essays
- Reports and plans
- Blogs and infographics
- Pitches and presentations
With Falmouth Flexible, you can access your course from wherever you are in the world through Canvas, our easy-to-use online platform. Everything you need to study the course is in one place.
You can participate in class discussions and get to know other students, submit assignments, get feedback from your online tutors, and access University support services.
On this MA you will be taught by an extensive network of industry practitioners and leaders. As well as drawing on their experience of teaching marketing theory and practice, they can share insights on career opportunities, current industry trends and the challenges facing the sector.
Learn more about our MA Marketing and Digital Communications Tutors.
Engaging online learning experiences will help you apply marketing and digital communications theory to practice.
They could include:
- Lectures to discuss core topics and present key ideas and themes, including making connections to current industry trends.
- Industry masterclasses where you’ll hear from marketing, branding and digital communications professionals.
- Challenges and workshops where you’ll work with other students to apply what you’ve learned to real-world case studies.
- Group webinars with online tutors and other students where you’ll discuss and gain feedback on challenges and assignments.
- Individual tutoring and mentoring where you’ll have 1:1 guidance on your progress and feedback on your assignments.
- Self-and peer-evaluations where you’ll be asked to reflect on your own and other student’s development throughout the course.
Throughout your studies, you’ll be supported by a student advisor. Their job is to answer any non-academic queries you may have, and they can be contacted via email, phone, text or WhatsApp. They can show you around the online learning platform, guide you through enrolment, and give advice on managing your work/life balance.
As a Falmouth student, you enjoy an equal status to students studying on campus:
- Your own student ID card
- 24/7 online access to library resources
- Students’ Union community
- Careers advice
- IT services and training
- Wellbeing advice and support
- Access to study skills training on topics such as referencing
Up to twice a year, you’ll have the optional opportunity to meet your classmates and tutors in person at face-to-face events. These allow exploration of topics related to your course content and offer a wider industry context for your learning. Dates and location of the events will vary. Events usually incorporate a weekend to accommodate busy schedules.
Find out more about face-to-face events.
You will need:
- An honours degree or Level 6 equivalent qualification
- Proof of proficiency in English (minimum overall score of IELTS 6.5 with at least 6.0 in Reading, Writing, Speaking and Listening or TOEFL IBT (Internet Based Test) with a minimum of 88 overall and at least 21 in all 4 components).
We also accept a range of equivalent recognised English language qualifications. Candidates without a degree or formal qualification are still encouraged to apply. For more information regarding equivalent international qualifications and Accreditation of Prior Learning (APL) please email us at firstname.lastname@example.org, call +44 (0)1326 213 827 or view our handy article:
- Submit an online application form.
- Submit a copy of your first degree certificate or Level 6 equivalent qualification and your IELTS/TOEFL certificate if English is not your first language
Please email us at email@example.com or call +44 (0)1326 213 827 for free advice from our friendly and knowledgeable course advisors.
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