BA (Hons) Advertising and Brand Management

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

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2019

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Overview

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, they have an excellent eye for detail, a flair for communication and an instinctive understanding of their audience. 

Our course covers areas like market research, consumer behaviour, brand management and customer relationship management. You’ll get to grips with the media, exploring integrated campaigns that balance traditional and digital channels.

 

The skills employers are looking for 

Put your creative abilities to the test, turning your own ideas into memorable advertising. The industry values creativity and your assignments will encourage you to take risks and come up with something memorable. We also put a strong emphasis on strategy so you can learn how to build and transform brands.

You’ll have access to the professionals – whether as guest lecturers, campaign clients or external tutors. You’ll also have the chance to learn on the job with work experience or placements at real agencies. So, by the time you leave us, you’ll be ready to join their ranks in the industry.

Features and Benefits

  • Advertising and brand experts – our lecturers have worked in agencies, consultancies, and client-side. They’ll pass their experience on to you throughout the course.
  • Gain professional qualifications - The degree is accredited by the Chartered Institute of Marketing (CIM), so you can gain CIM qualifications without having to do all the usual assessments.
  • Location - The Business School is in the heart of Manchester, home to Media City and some of the largest advertising and branding agencies in the world.
  • Real-life projects - You’ll work on live advertising briefs from clients, work with an agency in our Agency Life unit, and experience a work placement with a leading business.
  • International perspectives – take the opportunity to study overseas at one of our partner institutions where you’ll learn new approaches to solving your clients’ problems.
  • Regular industry events – attend guest talks and masterclasses or network with recruiting businesses.
  • Build your own career – whether you want to work in-house with a major brand, or start your own consultancy, the skills you’ll learn will last a lifetime.
  • Choose a placement or study abroad – the course offers real flexibility as you will enrol on the three year course and then decide if a placement or overseas study is right for you once you have started your studies, so you don’t have to decide now.  
“The course covered a range of marketing theories, from social responsibility to how to influence consumer behaviour. Applying this knowledge to real projects gave me a broad view of what working life would be like.” Michael Boyle, Advertising & Brand Management Graduate.

Accreditations, Awards and Endorsements

"We think it's very important to have employer partners as part of the curriculum because students need to be able to gain theoretical knowledge, but also understand how that's applied in the workplace."

Dr Steven Rhoden, Head of Department.

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

0%

of graduates go straight into employment or further study within six months of graduating.

DLHE survey 2017, for all respondents available for employment or further study and whose destinations are known.

Entry requirements

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

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

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.

MEET THE EXPERTS

“It's very important to have employer partners as part of the curriculum because students need to be able to gain theoretical knowledge, but also understand how that's applied in the workplace…”
 
Listen to what Dr Steven Rhoden, Head of Department, has to say about studying at Manchester Metropolitan University…

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 enrol on the three year course which will give you the flexibility when you start your studies to choose a year on placement or to study abroad in year two, so you would complete your degree over four years if you chose this option.

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

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.

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. 

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. 

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.

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. 

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):

  • Applied Management Practice (Placement students only)
  • 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. 

Applied Management Practice

This unit is designed for students who have taken a work placement who wish to continue a work based approach to studying management in their final year. The unit covers subjects such as reflective learning techniques, organisational theory, the role of the manager, management styles and managing in different contexts and industry sectors.

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

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:

Study
Assessment

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: 

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

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

UK, EU and Channel Island students

UK, EU and Channel Island students: Full-time fee: £9,250 per year. This tuition fee is agreed 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.

Non-EU international students

Non-EU international students: Full-time fee: £16,000 per year. Tuition fees will remain the same for each year of your course providing you complete it in the normal timeframe (no repeat years or breaks in study).

Additional Information

A degree typically comprises 360 credits, a DipHE 240 credits, a CertHE 120 credits, and an integrated Masters 480 credits. The tuition fee for the placement year for those courses that offer this option is £1,850, subject to inflationary increases based on government policy and providing you progress through the course in the normal timeframe (no repeat years or breaks in study). The tuition fee for the study year abroad for those courses that offer this option is £1,385, subject to inflationary increases based on government policy and providing you progress through the course in the normal timeframe (no repeat years or breaks in study).

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.

Funding

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

Money Matters

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How to apply

You can apply for this course through Clearing

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If you are an international student, please also have the following ready:

Call us +44 (0)161 247 3000

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.

MANCHESTER IS YOUR CITY. BE PART OF IT.

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
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