Key details
Award title
MA Marketing and Digital Communications (also available as PGDip)
Awarding body
Falmouth University
Level
7
Duration
MA 2 years; PGDip 14 months
Mode of study
Online, part-time
Total MA course fee
£10,900
Next start date
25 January 2021
Welcome week
18 January 2021
Application deadline
11 January 2021

Introduction

Marketing, advertising and branding have been transformed by digital communications and globalisation. Audiences demand personalised, culturally relevant experiences that go beyond just buying another product. On this course, you’ll learn not just to react to the changing digital landscape, but to use emerging technologies to innovate and lead marketing transformations for international audiences.

You’ll build a comprehensive working knowledge of marketing and branding strategy and learn how to recognise and adapt to the demands of client-led and agency-led perspectives. This includes understanding returns on investment, accountability and future planning, as well as how to use data-driven marketing insights in a professional, ethical and regulated process. You’ll learn to work to professional standards and best practice in marketing and digital communications.

You’ll use your professional experience and cultural knowledge to develop concepts, plans, and campaigns that you can immediately use in your current work and as you progress in your career.

You will graduate as a forward-looking marketing professional, ready to embrace change on a global scale. You will have the ability to adapt to whatever new ways of doing business and new approaches to marketing and digital communications emerge during your career.

Who is this course for?

You should be:

  • 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.

Entry requirements

You should have:

  • 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 call us on +44 (0)1326 213827 or view our handy guide: 

APL guide

Course details

What you'll learn

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

MA

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.

PGDip

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.

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 (MA only)

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.

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.

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.

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.

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.

How you'll learn

With Falmouth Flexible, you access your course content, interactions with other students and tutors, and learning resources, through Canvas, an easy-to-use online platform.  

You can access the course wherever you are in the world, and you can stop, pause and rewind lectures whenever you want.  

Learning activities

Engaging learning activities will help you apply theory to practice. They could include: 

  • Concise online presentations to introduce key concepts 
  • Small group and class discussions and crits to facilitate interaction and dialogue 
  • Online critiques to test assumptions, ideas and to receive feedback from peers and tutors 
  • Individual and group tutorials throughout the course 
  • Independent study 
  • Self-evaluation and peer feedback

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

Student support

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

Teaching team

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.

"The course is relevant to anyone going into the industry now or looking to gain new skills to respond to the ever-changing landscape. With the self-initiated Final Major Project, you’re able to put all your learnings into practice and you graduate with a tangible asset that you can take with you to future employers, that can help you create your own role, or add value to your current position."
Laura Piccirillo, Transcreation Manager at a localisation/content production agency
"This MA is full of practical tools that will give students the confidence and skills needed to succeed in a modern marketing environment. Marketing is all encompassing, and I like that the new course reiterates this throughout the modules, looking at Digital Marketing, not as an isolated skill, but at how Marketers are now working in today’s digital-first environment."
Helen Pugh, a recent graduate who used her MA to secure a job as a University Lecturer in Marketing

Falmouth Flexible Graduation 

Complete your MA with us and you'll be invited to receive your degree certificate in person, at Falmouth University.

Find out how you can celebrate your achievement: 

More about graduation

 

Marketing and Digital Communications students

Face-to-face events

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 on our student support page.

How to apply

 

Before you apply 

Before you submit your application, please contact one of our course advisors so they can guide you through the process and ensure you submit the best application possible for entry into the course. 

Call us on  +44 (0)1326 213 827.

"I spoke to a couple of universities before deciding on Falmouth and you have been the most helpful by far, it's been very much appreciated and made the process so much easier."

Jade, MA Marketing and Digital Communications student

 

Application steps 

  • Submit an online application form
  • Submit a copy of your first degree certificate or Level 6 equivalent qualification and your IELTS certificate if English is not your first language 

Late applications may be considered if places are available. 

For free advice, please contact our friendly and knowledgeable course advisors on +44 (0)1326 213 827.


 

Fees & funding

Fees

Total course fee

£10,900 (including £250 acceptance fee)

Payment options

One-off payment

Six equal instalments spread over a two-year period.

Payment methods

Please visit the main Falmouth University Tuition Fees page to pay your fees using the online portal.

If you have any questions about paying your fees, you can contact the Falmouth University Finance Office on +44 (0) 1326 213778.

Funding options

Application offers

We offer a range of bursaries, early application offers, and alumni discounts.

Loans

You may be eligible for funding from the UK Government.

Please visit our fees and funding page for more information or call us on +44 (0)1223 447713 to speak to a course advisor.

Total course fee

£10,900 (including £250 acceptance fee)

Payment options

One-off payment

Six equal instalments spread over a two-year period.

Payment methods

Please visit the main Falmouth University Tuition Fees page to pay your fees using the online portal.

If you have any questions about paying your fees, you can contact the Falmouth University Finance Office on +44 (0) 1326 213778.

Application offers

We offer a range of bursaries, early application offers, and alumni discounts.

Loans

You may be eligible for funding from the UK Government.

Please visit our fees and funding page for more information or call us on +44 (0)1223 447713 to speak to a course advisor.

Hear from the Course Leader

Course Leader Amber Burton talks about the first module

 Watch our short video for an overview of Module 1 - 'Marketing in a Digital World' - and what sets it apart.

 
Falmouth sign
Contact us

If you have any questions about the programme, our experienced course advisors are here to help.

You can call our friendly and knowledgeable team on +44 (0)1326 213827. 

Online learning resources

5 Benefits of Online Learning
5 Benefits of Online Learning

Online learning has become the preferred learning option for many around the world, as technology continues to ...