Marketing Communications MSc 2017-18This course also available for 2018-19 entry
About the course
With communication technologies developing at an unprecedented rate, managing the interface between a business and its key stakeholders is an exciting and challenging role for marketers. This course provides a comprehensive study of core marketing principles with a particular focus on key communications issues to enable students to prepare for a career in marketing communications.
The course has been designed to develop cutting edge expertise in marketing communications. It is theoretically robust with an emphasis on applied critical thinking and analysis. We seek to maximise your opportunity to put marketing and marketing communications theory into practice through the use of live case studies, an on-line marketing simulation and by encouraging you to enter marketing competitions such as the annual Institute of Direct & Digital Marketing (IDM) competition. As such, the focus of this course is the development of applied marketing and marketing communications leaders of tomorrow.
Listen to what our students and staff have to say about postgraduate study at Huddersfield in our course and subject videos.
This course has multiple start dates:
18 / 09 / 2017
08 / 01 / 2018
September start - 1 year full-time
January start - 1 year full-time
• An Honours degree (2:2 or above) in any subject or an equivalent professional qualification.
• Other qualifications and experience will be considered on an individual basis.
• If English is not your first language, you are expected to demonstrate English language ability at a level equivalent to IELTs 6.0 (TOEFL 550 or Computer Based 213) before commencing your studies.
Tel: 01484 472956
20(this number may be subject to change)
Huddersfield, HD1 3DH
The Marketing Communications MSc is one of the specialist programmes in the Marketing MSc suite. The course consists of six compulsory modules, which are shared with other routes in the Marketing MSc suite of courses and two specialist modules:
Integrated Marketing Practice
The module is based around an online marketing simulation, where you'll work in teams in a fast moving and competitive environment. Segmentation, targeting and positioning strategy are key; along with their implementation through marketing mix decisions. The focus is on learning by doing, supported by seminars with consultancy and guidance available from the module tutor. Assessment comes in two parts: a group presentation and an individual assignment.
This module focuses on consumer behaviour and will introduce you to theories and concepts from different disciplines in order for you to (1) examine what consumers think and feel about the purchase and consumption of products, services, brands and ideas, and (2) assess the implications of this for the development of marketing strategy.
Using a comprehensive marketing research process as the framework, this modules hones in on each stage of the process, highlighting the practical relevance to marketing issues. It also focuses on the understanding of different research approaches, methods and techniques. The assessment is based on a group marketing research project and an individual reflection report.
This module utilises a strategic marketing planning process as a framework and focuses on the key issues concerning in each stage. It also looks at the failures and successes of different aspects marketing strategies, by studying real-life examples. The assessment is based on an individual essay, which examines a case company’s marketing strategies.
This module examines the strategic nature of marketing communications, and the role of planning and evaluation. You will be introduced to relevant marketing communication theories and concepts; with emphasis placed on social media/digital marketing, and the concept of Integrated Marketing Communications (IMC). Assessment for this module is based on an individual assignment.
Research Methods and Techniques
This module is a designed to prepare you for your research. The module looks at how to choose your topic, how to research the current knowledge in your area of interest, and quantitative and qualitative research methods. The module is assessed through the completion of a literature review and proposal for your dissertation. You will be supported both by the module team and an individually assigned supervisor.
Direct and Relationship Marketing
The module is structured in a way that provides you with a strong theoretical and practical understanding of direct and relationship marketing; as well as their implementation. You will be introduced to relevant theories, and are required to gain a full awareness of direct marketing campaign strategies and plans. You will develop your understanding further through the implementation, control, and evaluation of these direct marketing campaign strategies.
Social Media Marketing
This module is designed to introduce you to Social Media Marketing. It keeps you at the forefront of modern practices: bridging the gap between theory and its practical application. Students will use a variety of social media tools and platforms to design, manage, and optimise campaigns.
The highlight of the course is the opportunity for students to study and research a topic area related to marketing communications in the form of a dissertation. Previously students have based their dissertations on topics that will help with their career choices or subjects they have enjoyed studying during the course.
We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.
We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.
We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.
Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.
When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.
The Higher Education Funding Council for England is the principal regulator for the University.
From corporate communications to product management, direct marketing is growing in importance, as is public relations. Posts arise with both agencies specialising in the field and with client organisations. For example, recent graduates are now working as an interactive-marketing manager in the music industry; digital strategy and social media executive; senior media executive in a marketing agency; account manager in a search engine optimisation agency.
For advice and guidance on your postgraduate study options join us at our next Postgraduate Study Fair.
Teaching and assessment
The varied marketing topics are studied in a range of ways including seminars, tutorials and lectures, case studies etc. Different modules have different teaching and assessment strategies, so some modules are based on individual work and others on a combination of individual and group work.
Our teaching and assessment is grounded in contemporary marketing issues and situations; live projects based on local companies are incorporated into the assessments for modules wherever possible and a marketing simulation forms the basis of teaching, learning and assessment on Integrated Marketing Practice module. Students achieving the highest marks on the Direct & Relationship Marketing Module are encouraged to enter their group project into the annual competition run by the Institute of Direct & Digital Marketing.
The £17m Business School is the most eco-friendly building on campus. It's a state-of-the art facility and provides you with a modern, professional environment in which to learn and develop.
All teaching rooms are high quality and the school has a number of computer labs for teaching or for students' individual or group use. You'll have comprehensive access to online resources through Unilearn, an online learning environment which gives access to all the study materials you'll need.
The Street Café is a perfect area for socialising, networking and relaxation over a wide range of fresh food, hot and cold drinks and free wi-fi. Set in landscaped grounds by the Huddersfield Narrow Canal, the Business School is in close proximity to the Library and Student Central which offers a number of places to eat, areas to socialise with friends, the Students' Union, student services and modern sporting and fitness facilities.
Our Learning Development Group can provide advice on how to improve your academic work including writing assignments, referencing, research skills, presentation skills and time management. There are also specialist learning advisors for international students who can help with a range of skills including academic English and language support.
How much will it cost me?
In 2017/18, the full-time tuition fee for UK and EU postgraduate students at the University of Huddersfield will generally be £5,100 (see Fees and Finance for exceptions). Tuition fees will cover the cost of your study at the University as well as charges for registration, tuition, supervision and examinations. For more information about funding, fees and finance for UK/EU students, including what your tuition fee covers, please see Fees and Finance. Please note that tuition fees for subsequent years of study may rise in line with inflation (RPI-X).
If you are interested in studying with us on a part-time basis, please visit our Fees and Finance pages for part-time fee information.
If you are an international student coming to study at the University of Huddersfield, please visit the International Fees and Finance pages for full details of tuition fees and support available.
Please email the Student Finance Office or call 01484 472210 for more information about fees and finance.
Research degrees are also available in this area. Contact us for details.
Interim Awards A Master's course is 180 Master's level credits, which would normally take one calendar year full-time study. Interim awards are available at Postgraduate Certificate level or Postgraduate Diploma level should you decide to exit the course early.
Please contact us for details of the credits required for these interim awards.
Tuition fee loans
Postgraduate students from the UK/EU (full or part-time) can now receive tuition fee support to cover the cost of their studies. You may be eligible to access up to £10,280 in loans towards your study costs. You can find out more from Student Finance England.
If you are an international student (including EU) you can check if you meet our entry requirements (both academic and English language) by visiting our country pages. .
If you do not meet the entry requirements you can consider completing a degree preparation programme (if you are from a country outside of the EU) at the University's International Study Centre (ISC). You can call the ISC on +44 (0) 1273 339333 to discuss your options. You can also complete the online application form or to ask a question please fill in the enquiry form and talk to one of our multi-lingual Student Enrolment Advisers.
If your English language is not at the required level (IELTS 6.0 overall), we have a range of Pre-Sessional English programmes that you can enrol on before starting your degree programme. You will not need to take an IELTS test after completing one of our Pre-Sessional English programmes.
How to apply
We hope you are interested in what you have seen and want to apply to join us.
If you are planning to study part-time, please get in touch with the contact in the 'At a glance' section above.
Research plays an important role in informing all our teaching and learning activities. Through research our staff are contributing to the latest developments in their field, which means you develop knowledge and skills that are current and highly relevant to industry and the professions. For more information, see the Research section of our website