BA (Hons) Advertising and Brand Management

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


This degree has been developed in close co-operation with practitioners from the advertising and communications industry who are also actively involved as expert guest lecturers, mentors and placement employers.

Your studies cover the main areas of this dynamic and fast-moving sector, namely marketing, advertising, market research, consumer behaviour, brand management and customer relationship management.

The media we use continues to evolve rapidly and you will analyse integrated campaigns that combine digital communications (social media, search engine optimisation and emails) with more traditional media (newspapers, magazines and TV) to reach a wide range of audiences.

Creativity is a highly valued attribute in this industry and assignments are designed to develop your ideas, encourage you to take risks and devise memorable advertising materials. You will also take a strategic approach to your work, learning how your concepts can contribute to a marketing strategy to build or transform a brand.

Our Agency Life option allows you the opportunity to gain short-term work experience with a real advertising agency, and we offer four year routes where you can spend your third year on industrial placement or studying abroad.

For a flavour of what you can expect on the course, check out our videos below:

Watch: Demelza Turner's story - BA (Hons) Advertising and Brand Management graduate 

Watch: Agency Life Movie - second year unit 

Watch: Guest Speaker - Social Chain Student Masterclass 

Watch: Digital Marketing Lecturer Brendan Keegan on Google Advertising

Watch: Connecting you with industry - Future Talent in the Creative Industries

Features and Benefits

Accreditations, Awards and Endorsements

Career Prospects

Our programmes aim to prepare you for careers in the advertising, digital media, broadcast, marketing and public relations sectors with graduates working in integrated agencies or as part of in-house departments.

Many of our graduates have gone on to set up their own businesses or become independent consultants on branding, while others have secured employment in commercial sectors such as retail, sports, automotive or professional services.

Graduates from this degree have gained employment in the following job roles: 

Learn more about graduate careers

Entry requirements

These typical entry requirements apply to the 2018 academic year of entry and may be subject to change for the 2019 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

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

Course details

Advertising is a form of communication that has the purpose of promoting, selling or creating brand awareness of products or services to different groups of people.

Advertising can be in various mediums, such as traditional media, out-of-home or digital, which may include social media, websites and vlogs.

Advertising and brand management 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.

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)

Read more about this year of study

Core Units

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. 

Marketing Communications Theory and Practice

In this unit you will explore communication theory and its impact on practice in areas such as marketing, advertising, retail promotion, brand and PR management and mass media communication.  Core themes include: linear and two-way communication models; semiotics; visual communication; theories of social and cultural impact of communication; mass communication models, media theories and practical considerations. In addition you will examine 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 will also be included.

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.

Personal and Professional Development

Assisting you with the transition from further to higher education, this unit aims to address your personal, professional and academic needs as a new undergraduate student. It aims to provide a holistic approach to developing your employability skills and attributes by supporting you at the first stage of your transition student to professional employment. You will explore your own personal development including your attitudes and behaviour towards professional development. This may include 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. 

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.  You will explore contemporary social, environmental and ethical factors affecting the wider impact of business in society. Themes you may study include: sustainability, ethics, critical thinking, economic growth, wellbeing and consumerism, big data and customer surveillance, inequality and marketplace exclusion, globalisation/localisation and place, sustainable 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. 

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

Read more about this year of study

Core Units

Consumer Behaviour and Culture

Key sociological and consumer behaviour theories are introduced, explored and applied at a macro and micro level to consumers as individuals and the society and culture they operate within. Core themes 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.

Brand Management

In this unit, you will examine the theories and techniques involved in 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. 

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. 

Option 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 in marketing; 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 through 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. 

Placement or Overseas Study Route:
You will either take up a minimum of 36 weeks’ paid experience on a work placement, or up to a year of study abroad at one of our partner universities, 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

Read more about this year of study

Core Units

Strategic Marketing Management

This unit offers an analytical investigation into the contemporary principles related to the study and practice of strategic marketing, including aspects of 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 for 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. 

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.

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. 

Option Units

Research Project

In this unit you will undertake a substantial project based on work experience or academic research that is related 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 to which 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. 

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, team-working 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 real 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. 

Assessment weightings and contact hours


Placements 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:

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


Tuition fees for the 2019/20 academic year are still being finalised for all courses. Please see our general guide to our standard undergraduate tuition fees.

Part-time students may take a maximum of 90 credits each academic year.

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.

Placement Costs

We have a dedicated Placement Team to support you in securing a placement with a professional employer. Fees for the Placement Year are substantially reduced. Additionally, you will incur costs including travel/living costs in securing and undertaking a placement. For the Overseas Study route, students should be aware that costs vary hugely between countries, areas and even between universities within the same country so it is very important to research costs well ahead of time.


For further information on financing your studies or information about whether you may qualify for one of our bursaries and scholarships, follow the links below:

Bursaries and scholarships

Money Matters

Want to know more?

How to apply

You can apply for this course through UCAS.

Apply now

UCAS code(s)

3 years full-time


4 years with placement


4 years with overseas study


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

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 Office for Students is the principal regulator for the University. For further information about their role please visit the Office for Students website. You can find out more about our courses including our approach to timetabling, course structures and assessment and feedback on our website.