BA (Hons) Advertising and Brand Communications

Great advertising excites, persuades, and inspires. And the media landscape is constantly evolving. Time to put your business skills to work influencing consumers.

Attend an open day How to apply
Attend an open day How to apply


Whatever the brand, whatever the market and whatever the media, successful advertising comes down to a combination of creative thinking, commercial awareness and strategic insight. The kind of people who excel in the industry don’t just offer exciting ideas, but also have an excellent eye for detail, a flair for communication and an instinctive understanding of their audience.

This degree offers it all, and more. The course covers, consumer behaviour, brand management and digital marketing communications – to name a few areas. You’ll get to grips with media landscape, exploring integrated campaigns that balance traditional and digital channels. You’ll put your creative abilities to the test, turning your own ideas into memorable advertising. And, you’ll learn how it all fits in to a greater marketing strategy designed to build brands.

Along the way, you’ll have access to the real professionals – whether as guest lecturers, campaign clients or placement employers. So, by the time you leave us, you’ll be ready to join their ranks in the industry.

Features and Benefits

Accreditations, Awards and Endorsements

Career Prospects

Almost every business is a brand these days. Your skills as an expert brand builder will be in demand from a range of employers.

We’ll prepare you for careers in advertising, digital media, broadcast, marketing and public relations. Our graduates are working in agencies like Carat Media and McCann Erickson or as part of in-house departments at companies like Jack Wills, Boots, and Kellogg’s. They’ve gained a diverse range of roles, from Account Manager to Search Consultant.

Many of our graduates have gone on to set up their own businesses. Some become independent consultants on branding. Others have moved on to commercial sectors such as retail, sports, automotive or professional services.

Learn more about graduate careers

Entry requirements

These typical entry requirements apply to the 2019 academic year of entry and may be subject to change for the 2020 academic year. Please check back for further details.

UCAS tariff points/grades required


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

Pass Access to HE Diploma in a relevant subject with a minimum 106 UCAS Tariff Points.

International Baccalaureate points


IELTS score required for international students

6.0 with no less than 5.5 in any element

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

Course details

Advertising and brand communication professionals are highly creative, have an excellent eye for detail, are able to generate and execute ideas and have an acute awareness of how to use various types of media to target an audience with the right message.

Great advertising excites, persuades, and inspires and as the media landscape is constantly evolving it is time to put your business skills to work influencing consumers.

Personal and professional development will be embedded in the units below enabling students to identify and develop specific skills and attributes required to gain employment and succeed in their chosen profession.

You will study six 15 credit units and one 30 credit unit.

Read more about this year of study

Core Units

Advertising and Brands

The unit introduces students to the fundamentals of advertising and brands. Students will explore the role of brands in adding consumer value and how they are used to build customer-based equity within organisations. Students will also explore why successful global brands are recognised through how they are advertised to and connected with consumers increasingly through digital media platforms.

Introduction to Marketing (30 credits)

Key marketing principles, techniques and measures are introduced and explored in relation to the marketing consumer interface; helping to shape an understanding of strategic and operational aspects of business.

Dynamic Marketing Context I

Students will gain insight on major external factors that influence business decision-making, performance and the strategies developed in response to competitors, cultural differences and regulatory implications.

Consumer Psychology

Marketers need to understand the psychology of consumers and their buying behaviour. Namely, their perception, beliefs, attitudes and what influences them towards buying or not buying products and services.

Digital Marketing Essentials

An understanding of digital and social platforms and how they impact on today’s marketing environment is an important consideration for marketing students.

Responsible Marketer

The 21st century marketer needs to be equipped with the tools to understand, and think critically, about responsible marketing practices in relation to the wider social and environmental impacts of business at different levels.

Option Units

Uniwide Language

You can add a foreign language to your portfolio of skills. Enhance your employability by learning Classical Latin, English (as a foreign language), French, German, Italian, Japanese, Mandarin Chinese, Modern Standard Arabic or Spanish alongside your main degree. Whatever your language knowledge, from beginner to advanced, these classes will take you to the next level of proficiency.

Dynamic Marketing Context II

Several factors affect most businesses and marketing students need an understanding regarding the roles of customers, employees, competitors, shareholders and suppliers. Other modern business activities will be explored such as franchising, joint ventures and social enterprise.

You will study six 15 credit units.

Read more about this year of study

Core Units

Brand Management

Brand management is a crucial part of a marketing strategy within organisations. The unit develops a holistic approach to strategic branding decision-making that will help create brand equity for organisations in a global context. The key areas of study include brand strategy, brand portfolio management, brand management toolkit and brand culture.

Consumption Behaviour

Sociological and consumer behaviour is a fundamental aspect in understanding the nature of the consumers as individuals and within society and their culture.

Applied Advertising

The unit develops an understanding of the process of advertising using an applied approach. Students will explore the main creative approaches to advertising, the main media available and the regulatory system of the advertising industry in a global context by undertaking practical advertising activities. Where appropriate, students will create innovative solutions to live client briefs.

Digital Communications Professional

Students will examine digital technology and its impact on the advertising and brand communications including communication theory and practice. Planning, development and implementation of digital communications strategies will be examined.

Public Relations Principles and Practice

The unit examines the theory behind the principles and practice of public relations and develop students in knowledge and skills in public relations in a global context. The areas of study include the function of PR in organisations, strategic perspectives for PR, the external publics and PR activities, and the role of PR in corporate reputation and crisis management.

Researching Advertising and Brand Communications

Students will explore how to appraise and apply research methods as a critical skill for undergraduates in the advertising and brand communications context and develop knowledge in academic research through this unit.

You will study four 15 credit units and one 30 credit unit.

Read more about this year of study

Core Units

Research Project (30 credits)

Students undertake a substantial project based on work experience or academic research.

Creativity in Advertising and Brand Communications

Creativity is at the heart of advertising and branding. This unit provides a deeper understanding of creativity in advertising and brand communications in a constantly evolving media landscape.

Content Strategy

The unit explores the strategic role of digital content in an organisation's marketing communications. Students will plan the creation and distribution of digital content to deliver effective propositions.

Strategic Marketing

Marketers need to critically assess the value of strategic marketing as part of the broad longer-term business objectives. Taking into consideration corporate management issues and opportunities leading to appropriate strategic marketing solutions.

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 and codes of conduct; how to evaluate campaigns; current campaigns and trends within the communications industry.

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 of 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:



Placement options

Most of our degrees offer the chance to spend a year getting a taste of professional life. It’s an opportunity to develop core skills, explore your career goals and discover about how your industry really functions – and shows employers that you’re ready to get to work.

Our Business School Placement Team is ready to help. They offer a wide range of services, including employer presentations, advice and placement fairs. They’re well connected, with an extensive network of relationships with placement employers locally, nationally and internationally. But it’s also up to you – the more proactive you are about applying for placement opportunities,  the better.

Find out more about what a placement can do for you. Visit our placements page.

Study Abroad

Many of our courses offer the opportunity to spend up to a year overseas, studying with one of our partner institutions across Europe, or beyond. Go abroad in the third year of your degree, and you’ll not only learn about other cultures, improve your language skills and discover more about yourself – you’ll also boost your career prospects. Having first-hand knowledge of another country’s cultures and traditions can take you far in a range of careers. And, by going abroad you’ll also demonstrate the kind of independent spirit and adaptability that many employers want.

Working Abroad

Gaining work experience with an international flavour offers a double benefit. While you’ll learn valuable professional skills in a real-world workplace, you’ll also experience different cultures, ways of working and new perspectives. Whether it’s a summer exchange, holiday internship or year-long international placement, global experience can make a world of difference to your career prospects.

A City of Opportunities

Manchester’s second largest employment sector is the creative and digital media industries, so studying your degree here means exposure to a melting pot of industry networks, agencies, entrepreneurs and digital marketing specialists.

As a leading destination for marketing, communications and advertising, there is a deep and wide infrastructure of employers, from global agencies and in-house teams to specialist providers of digital and advertising media. World class hubs including MediaCityUK and The Sharp Project are based here, and the mixture of global, national and independent creative talent provide a unique environment for collaboration and innovation.

Department of Marketing, Retail and Tourism

Our Marketing, Retail and Tourism Department is one of the UK’s largest providers of education in marketing, digital marketing, advertising and branding, public relations, retail management, place management and tourism management. The department’s mission is to develop its students into highly employable, socially and environmentally responsible professionals, delivering educational and research excellence, through courses accredited by key industry bodies.

More about the department

Taught by experts

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.

Meet our expert staff


Fees for this course have yet to be confirmed and will be updated as soon as more information is available.

UK and Channel Island students

The standard tuition fee for home and Channel Island students is set by the University subject to UK government policy and parliamentary regulation and may increase each academic year in line with inflation or UK government policy for both new and continuing students. For reference, the home fee for the full 120-credit 2019/20 academic year is £9,250.

EU and international students

The fees for EU and international students have not been confirmed for 2020, please check back for more details.

Additional costs

Specialist Costs

All of the books required for the course are available from the library. The University also has PC labs and a laptop loan service. However, many students choose to buy some of the core textbooks for the course and/or a laptop. Students may also need to print their assignments and other documents. Campus printing costs start from 5p per page. Estimated costs are £300 for a laptop and up to £100 each year for books and printing.

Professional Costs

Professional Body Accreditations and Memberships Optional Costs: The proposed programme is mapped against the equivalent professional qualifications of the Chartered Institute of Marketing. Students can join as a student member. The cost of student membership currently is £60.

Other Costs

Where necessary, field trip costs would not exceed £500.


Find out more about financing your studies and whether you may qualify for one of our bursaries and scholarships.

Money Matters

Want to know more?

How to apply

You can apply for this course for 2020 entry once applications open in UCAS.

Visit UCAS for further details, including deadlines.

You can review our current Terms and Conditions before you make your application. If you are successful with your application, we will send you up to date information alongside your offer letter.


Programme Review
Our programmes undergo an annual review and major review (normally at 6 year intervals) to ensure an up-to-date curriculum supported by the latest online learning technology. For further information on when we may make changes to our programmes, please see the changes section of our Terms and Conditions.

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. Please check back to the online prospectus before making an application to us to access the most up to date information for your chosen course of study.

Confirmation of Regulator
The Manchester Metropolitan University is regulated by the Office for Students (OfS). The OfS is the independent regulator of higher education in England. More information on the role of the OfS and its regulatory framework can be found at

All higher education providers registered with the OfS must have a student protection plan in place. The student protection plan sets out what students can expect to happen should a course, campus, or institution close. Access our current Student Protection Plan.