Manchester Metropolitan University

BA (Hons)

Advertising and Brand Management

2018 entry

Features and benefits of the course

  • You will be taught in the Business School’s state of the art teaching and research headquarters on All Saints Campus in central Manchester. Watch the video to find out more.
  • We are an accredited Chartered Institute of Marketing (CIM) Graduate Gateway university
  • This course is accredited by CIM. This means as a student, you can offset credits earned whilst studying for this degree, against CIM professional marketing qualifications. You can gain CIM qualifications without having to do all the usual assessments. For more information visit www.cim.co.uk/qualifications/graduate-gateway
  • The placement route provides the opportunity to work for a year, applying your studies to real-life advertising campaigns and ‘testing’ possible career paths.
  • This degree uses innovative teaching methods, supported by Moodle, podcasting and video links.
  • Agency Life is a second year unit which may include an internship, where you will gain real work experience in an agency on a short, project-based internship. You may instead work on an in-house taught project. This experience will provide you with real-life learning about the day-today workings of advertising/marketing/PR/digital agencies and enhance your employability. 
  • The Faculty of Business and Law hosts two Professional Development Weeks annually. Free and open to all students, this includes a festival of skills-development activities, practical support in developing your CV and employability skills, and the opportunity to network with actively recruiting graduate employers. 

Accreditations, Awards and Endorsements

Placement options

A placement year can be an excellent opportunity to acquire high quality work experience and structured on–the-job training whilst earning a salary. There are also opportunities for you to undertake a placement based project where you research a business issue for your employer. This project can count towards one of your final year units and reduces your workload in your final year. The placement must be a minimum of 36 weeks but it will usually last for 12 months and takes place after your second year of study.

We have an award-winning placement team, who advertise vacancies and can help you find a placement. The team has over 25 years' experience of matching students to employers. They advertise over 1,000 vacancies each year, organise an annual placement fair where you can meet employers who are actively recruiting placement students, deliver CV workshops, provide one-to-one advice, and will conduct a mock interview with you so you can practice your interview technique.

The placement jobs market is competitive and it is your responsibility to be pro-active and apply for vacancies. We recommend that you start researching companies and opportunities during your first year and apply for positions at the start of your second year. Finding the right opportunity and the right position is important because if you are a good match to your placement, your employer could offer you a full-time position when you have graduated.

For more information about our Placement Office please see: 

www2.mmu.ac.uk/business-school/study/undergraduate/placements

About the course

Typical units of study may include

Year 1

You will study three 30-credit units and two 15 credit units:

  • Digital Media and Marketing Platforms
  • Marketing Communications Theory and Practice
  • Principles of Marketing
  • The Responsible Marketer (15 credits)
  • Personal and Professional Development (15 credits)

Core Units
Digital Media and Marketing Platforms

This unit will allow you to explore significant developments in digital and social media, using this knowledge to produce a campaign using industry standard skills and techniques. This unit aims to provide you with an understanding of digital and social platforms as well as contemporary digital marketing techniques so that you can apply these tools to promote a product or service.

Marketing Communications Theory and Practice

This unit will introduce you to communication theory and its impact on practice in areas such as marketing, advertising, retail promotion, brand and PR management and mass media communication. You may cover the following core themes Linear and two-way communication models; Semiotics; Visual communication: perception, design, typography and colour; Theories of social and cultural impact of communication; Mass communication models, media theories and practical considerations; Persuasive communication, including rhetoric and the ethics of communication; responsible communications: CSR, ethics and sustainability; The impact of digital technologies on marketing communications; Introduction to budgeting for communications, including use of spreadsheets and databases.

Personal and Professional Development

This 15-credit unit has been developed to assist you with the transition from further to higher education and aims to address your personal, professional and academic needs as a new undergraduate student. The unit aims to provide a holistic approach to developing your employability skills and attributes by supporting you at the first stage of your transition from university entry to professional entry level. During this unit, you will explore your own personal development via the emergent Life Skills or ‘Soft Skills’ perspective. The unit seeks to develop your personal attitudes and behaviours towards the concept of Professional Development via the Faculty of Business and Law’s Early Career Professional skills framework, which includes thinking critically, communicating effectively, professional and commercial awareness, and being able to demonstrate values. The unit has been designed to offer a potential parallel route for students to register for and gain the University’s Futures Skills Award within the period of study.

Principles of Marketing

Key marketing principles, aims, techniques and measures are introduced and explored in this unit in relation to the marketing consumer interface. You will cover key themes including marketing orientation; the marketing mix; marketing research and the use of financial techniques to underpin marketing programmes; planning and budgeting; ratio analysis and evaluation; marketing applications of consumer psychology and behaviour; digital marketing and the changing approaches to communication; the marketing environment and marketing strategy and planning. 

The Responsible Marketer (15 credits)

This unit aims to equip you with the tools to understand, and think critically, about responsible marketing practices in relation to the wider social and environmental impacts of business.  The unit will explore contemporary social, environmental and ethical factors affecting the wider impact of business in society. Core themes you will study include: sustainability, ethics, critical thinking in marketing, economic growth, wellbeing and consumerism, big data and customer surveillance, inequality and marketplace exclusion, globalisation/localisation and place, sustainable marketing and social marketing, Corporate Social Responsibility (CSR). In addition, you will critically explore marketing, retailing and advertising responses to the main social, ethical and sustainability challenges within specific areas such as tourism, healthcare, transport, food, energy or housing. 

Year 2

You will study four, 30-credit core units:

  • Advertising Management
  • Brand Management
  • Consumer Behaviour and Culture

And one from the following:

  • Agency Life Internships
  • The Big Agency

Core Units
Advertising Management

This unit aims to introduce you to key concepts of advertising theory and practice. Your studies will cover themes including the evolution and history of advertising and media; evaluation of advertising models and theory in relation to contemporary society. Social, regulatory and ethical dimensions of advertising are explored, alongside media planning and evaluation. Advertising terminology and how it is used, in addition to understanding how the advertising and creative planning process works are also key themes of this unit. 

Brand Management

In this unit, you will examine the theories and techniques involved the management and development of brands. You will cover core themes including the historical development of brands, the social and cultural impacts on brands, different types of brands, reputation, image and identity. You will also explore the concepts of brand extensions, brand equity, brand personality, celebrity endorsement and critically examine the relationship between brands, stakeholders and corporate social responsibility. In addition, the unit offers an introduction to communication design, history and contemporary applications including image, type and message; the creative production process and legal/regulatory issues of branding. 

Consumer Behaviour and Culture

Key sociological and consumer behaviour theories are introduced, explored and applied at a macro and micro level to consumer as individuals and the society and culture they operate within. Core themes in this unit include the application of consumer behaviour, psychology and consumer sociology theories to consumption activity. Themes such as individual influences of consumer perceptions, personality and concept of self are explored to understand how we make consumption decisions. Relevant themes such as reference groups, family, social class, culture and lifestyles are explored to understand the influence on cognitive process. Introduction to sociological theories to underpin the development of consumer culture and application of key principles of consumer culture to topics such as gender, sport and media.

Likely Optional Units
Agency Life - Internships

This unit allows you to engage in workplace practice and develop employability skills in the context of a real world organisation. You will learn about aspects of organisational culture and professional working practice in the context of internships at marketing; retailing; public relations and digital agencies and functions. You will gain workplace experience through an internship and will be measured on your performance, improvement in attitude, behaviour and competence. This will be typically done via a Personal Development Review and an employer assessment.

The Big Agency

Creative agencies today are not just looking for creativity; they’re looking for employability. In the agency world, skills such as communication, team working, client relationship building, strategic thinking, project management and customer-centric research, all play an important role in understanding and answering the client brief.  The Big Agency unit will give you the chance to work on a brief provided by one of our industry partners, pitching for the client you want to work on. It will help you build your practical agency skills through a range of account management, research and creative-related tasks, whilst helping you develop your personal skills through the process of self-reflection and personal development planning. The Big Agency will help bring to life theories, concepts and models of PR, marketing, branding, advertising and self-development and show how you can apply them.  This unit is assessed on an evidence-based portfolio of work to demonstrate your approach and response to a client’s creative brief and your own personal development: a) in the form of an end-of-year video documenting your work, and b) in the form of self-reflective essays and blogs evaluating your personal and professional goals and achievements. 

Year 3

Placement Route:
A minimum of 36 weeks’ paid experience on a work placement between Year 2 and Year 3 of your studies.

If you are on the full-time route, you will progress directly into Year 3.

You will study four, 30-credit units, three core units and one option unit:

Core units:

  • Corporate Reputation Management
  • Strategic Communications and Advertising Planning
  • Strategic Marketing Management

Option units (choose one):

  • Consultancy Project 
  • Research Project
  • Services Marketing

Core Units
Corporate and Reputation Management

The aim of this unit is to provide you with an understanding of the fundamental concepts and theories underlying modern corporate reputation management practice. The following key themes are explored in this unit: definitions of corporate reputation and public relations and their interpretation; essential building blocks of corporate reputation and the role of corporate branding; managing the corporate identity and image for improved reputation; techniques for identifying, prioritising and targeting stakeholders and publics. You will also develop knowledge in the range of on-line and off-line communications techniques available to practitioners and the impact of social media and digital communications. Finally, the unit aims to develop your knowledge in planning, implementing, and evaluating corporate communications and public relations campaigns for enhancing corporate reputation. 

Strategic Communications and Advertising Planning

This unit aims to develop your expertise in the planning, development and implementation of integrated marketing communications strategies for a range of target audiences. Current trends within the industry and key ethical factors are also explored. In addition, the unit will allow you to consider target audiences and profile development; communications tools; ethics, legal controls & codes of conduct; how to evaluate campaigns; current campaigns and trends within the communications industry

Strategic Marketing Management

This unit offers an analytical investigation into the contemporary principles related to the study and practice of strategic marketing, including aspects digital and service marketing strategies. Core themes covered in the unit include the principles of strategy, strategic marketing and the concept of competitive advantage; theories to achieving a competitive advantage; the structure and component parts of a strategic marketing plan; how to assess the macro and micro environment in order to determine strategic issues. You will also explore the models used to assess and evaluate the context an organisation resides in; financial analysis of an organisation; understanding the key issues facing an organisation and setting objectives for a strategic marketing plan. 

Likely Optional Units
Consultancy Project

This unit enables you to solve a business problem for a client business. The objective of this unit is to develop your analytical, reporting, teamworking and individual skills and knowledge related to a consultancy project. You will also prepare an individual presentation (or equivalent) and an individual critical academic reflection. This unit will develop your professional and commercial awareness through the solving of a business problem for a client organisation. You will liaise with a live organisation which draws on communication and decision making skills as well as analytical skills. You will use qualitative and quantitative research methods to assist in solving a specific problem as outlined by the client. You will also use presentation skills along with academic knowledge and employ critical reflection skills. 

Research Project

In this unit you will undertake a substantial project based on work experience or academic research that is relating to your degree. You will set research objectives, carry out research, analyse your research findings and critically reflect on these to discuss implications and recommendations of your findings to your chosen area and the industry it relates to. 

Services Marketing

This unit covers the theory and practices of the Marketing function in the service economy. In this unit you will cover issues needed to implement service strategies for competitive advantage across sectors such as: health care; finance; education; tourism; retailing; and entertainment. The unit involves an element of research but less than that required for a Research Project. 

Programme Review

Each programme of study that we offer undergoes an annual review to ensure an up-to-date curriculum supported by the latest online learning technology. In addition, we undertake a major review of the programme, normally at 6-yearly intervals, but this can take place at a more frequent interval where required. Applicants should note that the programme currently provided may be subject to change as a result of the review process. We only make changes where we consider it necessary to do so or where we feel that certain changes are in the best interests of students and to enhance the quality of provision. Occasionally, we have to make changes for reasons outside our control. Where there are changes which may materially affect the current programme content and/or structure, offer holders will be informed.

Methods of Assessment

This course is assessed by a balance of assignments and examinations. From the second year onwards, these marks may go towards determining the final classification of your degree from Manchester Metropolitan University. Throughout your studies, there will be a mixture of individual and group work.

Types of assessment may include report writing, essay writing, presentations, business scenarios/case studies, poster presentations, portfolio work and reflective study activities. The work placement year is not formally assessed, but must be completed satisfactorily.

Assessment Weightings and Contact Hours

10 credits equates to 100 hours of study, which is a combination of lectures, seminars and practical sessions, and independent study. A 3 year degree qualification typically comprises 360 credits (120 credits per year). The exact composition of your study time and assessments for the course will vary according to your option choices and style of learning, but it could be:

Study
  • Year 1 25% lectures, seminars or similar; 75% independent study
  • Year 2 25% lectures, seminars or similar; 75% independent study
  • Year 3 100% placement
  • Year 4 20% lectures, seminars or similar; 80% independent study
Assessment
  • Year 1 55% coursework; 45% examination
  • Year 2 85% coursework; 15% examination
  • Year 3 100% practical
  • Year 4 75% coursework; 25% examination

Teaching Staff

Your studies are supported by a team of committed and enthusiastic teachers and researchers, experts in their chosen field. We also work with external professionals, many of whom are Manchester Met alumni, to enhance your learning and appreciation of the wider subject. Details of departmental staff can be found at: http://www2.mmu.ac.uk/business-school/about-us/our-staff/dept-of-marketing-operations-and-digital-business/

Typical entry requirements

These typical entry requirements apply to the 2017 academic year of entry and may be subject to change for the 2018 academic year. Please check back for further details.

UCAS Tariff points/Grades required

104-112

104-112 UCAS Tariff Points at A2 (Grades BCC-BBC) or acceptable alternatives e.g. BTEC Subsidiary Diploma, Diploma, Extended Diploma at Level 3 (Grades DMM).

Specific GCSE requirements

GCSE grade C or grade 4 in English Language and Mathematics. Level 2 Functional Skills English and Mathematics also accepted.

Non Tariffed Qualifications

106-112 UCAS Tariff Points from a relevant Access to HE Diploma with at least 45 credits at Level 3.

International Baccalaureate points

26 IB Diploma Points

IELTS score required for international students

6.0 with no element below 5.5

There’s further information for international students on our international website if you’re applying with non-UK qualifications.

Further information

Applications are considered individually and you are advised to contact our Course Enquires team via the web form www.mmu.ac.uk/course-enquiry

Your career prospects after the course

Our programmes aim to prepare you for careers in the advertising, marketing and public relations sectors.

Graduates from this degree have gained employment in the following job roles; Global Digital Marketing Manager at Jack Wills, Sainsbury’s Marketing Graduate Trainee, Marks and Spencer Business Analyst, O2 Marketing Assistant, HSBC Equity Analyst, Asda Graduate Trainee, Toni and Guy Opticians Co-Creator.

94%

In 2014, over 94% of our graduates went directly into work or further study within 6 months of graduation

DHLE survey 2014, for all respondents available for employment or further study and whose destinations are known

How do I apply for this course?

Applications through UCAS

Remember to use the correct institution code for Manchester Metropolitan University on your application: our institution code is M40

Open Days

Come and find out more about this course and our facilities at our open days.

Book now for the:

Manchester Open Day Wednesday 21st June

Unistats Information

Find out more about Unistats and the Key Information Set.

Find out more about Unistats and the Key Information Set.

Confirmation of Regulator

The Higher Education Funding Council for England is the principal regulator for the University.

Important Notice

This online prospectus provides an overview of our programmes of study and the University. We regularly update our online prospectus so that our published course information is accurate and up to date. Please note that our programmes are subject to review and development on an ongoing basis. Changes may sometimes be necessary. For example, to comply with the requirements of professional or accrediting bodies or as a result of student feedback or external examiners’ reports. We also need to ensure that our courses are dynamic and current and that the content and structure maintain academic standards and enhance the quality of the student experience.

Please check back to the online prospectus before making an application to us.

The provision of education by the University is subject to terms and conditions of enrollment and contract. The current Terms and Conditions Applicable to the provision of the University’s Educational Services are available online. When a student enrolls with us, their study and registration at the University will be governed by various regulations, policies and procedures. It is important that applicants/students familiarize themselves with our Terms and Conditions and the Key Contract Documents referred to within. Applicants will be provided with access to an up to date version at offer stage. This can be found within the Information for Offer Holders document.

Undergraduate Study