MA Marketing Communications

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. Bournemouth University has joined forces with CIM to give you the opportunity to gain professional qualifications through the CIM Graduate Gateway once you have completed your MA Marketing Communications course. CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Exemptions

Students who successfully complete the MA Marketing Communications course with a pass mark or higher will be exempt on an Accredited Prior Learning (APL) basis from:

• L4 Certificate in Professional Marketing modules ‘Marketing’ & ‘Integrated Communications’. You will be required to pass one elective module to obtain the L4 Certificate in Professional Marketing qualification.

• L6 Diploma in Professional Marketing module ‘Strategic Marketing’. You will be required to pass two modules, Mastering Metrics (Mandatory) plus one elective module to obtain the L6 Diploma in Professional Marketing qualification.

These exemptions are valid providing you sign up to study with CIM within three years of graduation and pass the additional units within five years of graduation.

• Marketing Communications: You will develop a critical understanding of the development of marketing communications as both an academic discipline and in practice. You will also learn how to apply the tools, techniques and theories of marketing communications to develop integrated marketing communications campaigns. This unit will provide you with an opportunity to experience the parameters and constraints of a client brief, where client issues, tight deadlines and the limitations of a budget call for ideas that are practical and realistic, as well as creative and original.
• Consumer Insights: Through applied work, you will gain a critical appreciation of the role of theory in generating commercially consumer viable insights and in marketing communications practice. Throughout, the importance of understanding consumer culture and behaviour for the effective development and implementation of marketing communications is explored and analysed.
• Digital Media Strategies: This unit covers the theoretical fundamentals of digital media and communications as well as the specific skills required to deploy efficient and effective strategies on digital platforms. By the end of the unit, you will be able to develop appropriate, effective and measurable digital media strategies within an integrated marketing communications plan. You will also be able to evaluate and assimilate new digital trends in a constantly moving arena.
• Brands & Branding: This unit aims to consolidate your understanding of why a brand is a strategic asset for an organisation; how the asset is realised, protected and valued not as a cost but as a source of revenue/ value. You will also be encouraged to critically reflect upon the role and impact of brands and branding in today’s contemporary society and appreciate how branding and brand communications need to evolve in the world of 24/7/always on connected audiences. You will also be exposed to new and emerging forms of brand communication such as branded content, branded entertainment and transmedia storytelling.
• Research in Action: In preparation for your final project, you will gain a broad grounding in social science research methods and the skills needed to rigorously and reflexively design, conduct, report and evaluate research. You will be exposed to a variety of cutting-edge research practices and will also be introduced to opportunities and challenges of conducting research of your own using some of the more industry-relevant data collection and analytical methods. 
• Corporate Communications: This unit aims to provide you with a critical understanding of the professional communicator’s role at a strategic level. It covers the complexities of communicating to internal and external audiences so as to recognise and address challenges in applied communication scenarios. 
• Final Project: You will have the opportunity to critically apply the principles and techniques of systematic research to produce either a piece of scholarly research or to intervene within an organisational setting to solve a practical marketing communications issue. The unit builds upon, and consolidates, knowledge and experience from all the earlier units in the course. 

You have the option to undertake a 30-week placement at the end of the course, providing an opportunity to apply your acquired knowledge and skills in the workplace. You are required to find your own placement; however, our Careers & Employability Service and your faculty placements office are on hand to support you.

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

Please see our website for the application deadlines. You should apply as early as possible to be considered for your course of choice. If you require a student visa, apply for the visa as soon as you have an unconditional offer and receive your CAS. There may be delays in visa processing in your country and you need to be in Bournemouth ready to study for the start of term.

December and January is one of our busiest application periods and therefore it may take us a little longer to process incoming applications. For courses with a January start date, we recommend submitting your application as soon as possible to avoid disappointment.

Click the green ‘Apply now’ button to submit your application free of charge online through myHub, our application portal. You will create your own myHub account so that you can track the progress of your application. Don’t forget to save your application as you go; you can return to it at as many times as you want before you submit it. For more information visit our How to apply section

We will provide a great deal of help and support to ensure you achieve a rewarding and satisfying placement as we are dedicated to giving you the best possible start in your future career.

Media & Communication students benefit from strong links between BU and leading companies in corporate communications, journalism, animation and media production.

The normal requirements for embarking upon a postgraduate taught degree are:

• A Bachelors Honours degree with 2:2 in any subject, or equivalent

This course is open to applications from both students who have not necessarily studied marketing communications at undergraduate level, as well as those who are changing career tracks and require developing their existing knowledge and understanding of the marketing communications discipline.

If you lack the formal academic qualifications needed to enter a postgraduate or post-experience degree, there are several alternative routes to follow - some based on experience. Contact the Future Students Enquiry team for more information.

You can find details of the international qualifications we accept, and what level of study they apply to, on our entry requirements for non-UK students' page.

Please see below some examples of the qualifications for entry:

• India: Bachelor’s degree (three years) from a recognised HE institution with a minimum overall result of 55%  
• Nigeria: Bachelor's degree from a recognised institution with a minimum classification of 2:4  
• China: Chinese Bachelor's (Honours) degree from a recognised higher education institution with 65% or above  
• Turkey: Bachelor’s degree (Lisans Diplomasi - four years) with a minimum overall GPA of 2.3/4.0  
• Ghana: Bachelor's degrees from University of Ghana or Legon with a grade of 2.00 or above, or from Cape Coast with a grade 2.5 or above  
• USA: US Bachelor’s degree (four years), with a 2.5 GPA or above  

All applications will be subject to a minimum grade and your degree may need to be in a relevant subject area.

English language requirements

If English is not your first language, you will need to provide evidence that you understand English to a satisfactory level. English language requirements for this course are normally:

• IELTS (Academic) 6.5 with minimum 6.0 in writing, speaking, listening and reading or equivalent.

View further information about our English language requirements.

Bournemouth University International College offers a number of pre-sessional English and preparatory programmes to prepare international students for postgraduate study at BU. Admission to the degree is guaranteed on successful completion of your course to the required level.

If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.

What’s included in your tuition fee?

Your tuition fee covers expenses associated with your course including tuition materials, access to facilities, mandatory field trips and the following:

• Our fees commitment means your tuition fees are fixed at the price quoted.
• Materials for laboratory and mandatory field-based teaching activity.
• Support for finding placements (UK or abroad) and fieldwork, and non-financial support whilst on placement if this is part of your course of study.
• A range of student services – advisors, help desks, counsellors, placement support and careers service.
• The Library – access to a wide range of electronic resources (databases, e-journals and e-books), print and multimedia collections, subject librarians and study spaces.
• Access to Brightspace, our virtual learning environment, which offers a responsive and personalised learning experience with powerful learning analytics capabilities, integrated social media and advanced video features.
• IT labs (some open 24/7), wireless network, AV equipment to borrow.
• Free software download to your personal device of Microsoft Office 365 ProPlus while you are studying, as well as access to applications provided on AppsAnywhere, subject to licensing and compatability restrictions.
• Disability and additional learning support, according to individual circumstances.
• The BU Language Centre to help you develop/improve foreign or English language skills.
• 24 hours a day, 365 days a year security team.

Additional costs

We are committed to offering you value for money and ensuring there are no hidden costs while you are studying with us, therefore we have listed below any additional costs you may incur that are not covered by your tuition fee:

• Laptops, tablets and mobile devices and any software used on personal devices. Access to a personal computer is strongly recommended for your study. If you are experiencing financial difficulty, visit our website for information regarding hardship funds.
• ​Textbooks, general stationery and other supplies. Our award-winning library is stocked with a large range of textbooks and online resources, free of charge. The Students’ Union shop stocks a wide range of stationery supplies.
• Accommodation and living costs. Please visit our website for more information.
• ​Travel costs for optional field trips, outdoor wear and footwear for mandatory and optional field trips (if applicable).
• Travel costs to and from the University campus. An annual bus pass can be purchased alongside your rent if you are living in halls of residence/Unilet accommodation or may be purchased separately.
• ​Travel costs to and from your placement (both in the UK and overseas) if this is part of your course of study. Placement year funding information can be found on our website.
• You will need to meet the cost of any Enhanced Disclosure and Barring Service (DBS) check if required by your placement setting, including any Post Office or Digital ID verification charges.
• Clothing or equipment costs required for your placement if this is part of your course of study. 
• SportBU membership.

While all aspects of the programme, including required field trips, are included in the fee, additional, optional or extra curricula activities may be available for which a student contribution is required.

If you need to repeat one or more units during the course of your studies (with or without attendance) the pricing will be pro-rata of the full-time fee.

International (not Rep. of Ireland) students need to pay a non-refundable deposit to secure their place on a postgraduate course. For September 2024 and January 2025 entry, a £5,000 deposit is required. You will need to pay your deposit by the date stated in your offer letter. The remainder of your fee will be payable on registration/enrolment. There are two exceptions to the non-refundable rule on the deposit:

• You fail to meet the academic or English requirements of your offer
• You are refused a visa to enter the UK, provided the reason for the refusal is not a fraudulent application.

We offer a range of scholarships to students who are beginning their studies at BU. Our fees and funding pages also provide details on living costs, budgeting and paying your tuition fees.

A marketing communications expert with 20 years teaching experience across UK Universities, a champion of work based learning, employability credentials and global mobility.

A fellow of the Higher Education Academy (HEA) and a full member of the Chartered Institute of Marketing (CIM) since 2008. A graduate from Manchester Business School with a PhD (2004) in consumer behaviour and consumer culture.

Spent 3 years at Sanctuary Music as Head of Global Fashion & Licensing, where she led a team of creatives and brand managers to develop and create fashion music merchandise for bands/artists ranging from the Stone Roses to Robbie Williams. The role added substantial professional practise to her teaching practise and has enabled subsequent contract research.

Dr Tauheed Ramjaun is a Senior Lecturer in Marketing Communications at Bournemouth University. He is a former UN staff member and also worked for several years within the advertising and public relations arenas holding different positions such as client service executive, account manager and strategic planner. His PhD work explored brand relationships within the non-profit context and his current research interests include brand communities, branded content and storytelling, branded litter and sustainable marketing communications.

Prof Janice Denegri-Knott is the Director of the Promotional Cultures and Communication Centre at Bournemouth University. She leads cutting-edge research in the areas of digital consumption and has helped major media brands like ITV and Hearst at a strategic level on ways to capitalise digital content. Since 2001, she has been researching and publishing in the areas of digital virtual consumption and consumer/marketing research. Her award-winning work has been published in high profile academic journals. She is also an Associate Editor for Marketing Theory and co-edits the Journal of Promotional Communications, CMC’s in-house journal showcasing outstanding student work.

Tasos is currently a Principal Academic in Public Relations at the Faculty of Media and Communication at Bournemouth University and a Chief Examiner for the Chartered Institute of Public Relations. He holds a BA in Political Science and Public Administration (specialising in International Relations) awarded by the University of Athens, an MBA awarded by the National Technical University of Athens and the Athens University of Economics & Business and finally a PhD awarded by the Athens University of Business & Economics. His research interests expand on all aspects of organisational communication including crisis management, CSR, public relations and sponsorship, while his soft-spot has always been to explore the mentality, idiosyncrasies and engagement of the “simple” football fan.

Emmanuella Ejime is a Fellow of the Higher Education Academy, a Chartered Management and Business Educator, and a Full-Time Lecturer in Digital Marketing Communications at the Department of Communication and Journalism, Bournemouth University, U.K.

Ella has a first degree, an LL.M, an MBA and Ph.D. in Marketing and Consumer Behaviour (in view). She has previously worked at different reputable institutions including Coventry University, London (MBA students on International Marketing, Strategic Management, International Trade and Entrepreneurship, as a teaching assistant), and University of West London where she was a lecturer and module coordinator in charge of different units. She has also worked previously at the Business School in Bournemouth University, both as dissertation supervisor and unit tutor for different units.

Prof John Oliver is a Professor of Media Management and an experienced academic who has published in international media and business journals. His research has made a demonstrable impact on UK Communications policy and regulation decisions relating to Sky Plc and influenced the public policy debate on future internet regulation. His ideas and findings have also created financial benefits for several world-class management consultancies which had resulted in direct economic impacts in terms of new jobs and multi-million-pound investments made by FTSE 100 firms. The reach and significance of his research has also extended outside the UK with a number of Middle East government agencies changing their strategy practices, operational structures and capacity-building capabilities in strategic communications.

After reading a handful of papers about the imagination in consumer research Becky was fascinated with the notion of consumption in the imagination and conducted a study based on consumer desire for her Masters dissertation in 2005. After a couple of years working in the marketing industry, in 2007 Becky returned to academia, and embarked on her PhD in Consumer Culture, specifically Consumption in the Everyday Imagination. Becky was appointed as a Lecturer in the Corporate and Marketing Communications department of Bournemouth Media School in 2010 and became a Senior Lecturer in 2014. She teaches Consumer Culture and Behaviour, Consumer Cultures and Societies and Academic and Professional Research.

Stuart has worked in both industry and academia for over 30 years, primarily in the marketing communications sector. He is a graduate of the Advertising degree at Bournemouth and leads on the Research in Action unit on MA Marketing Communications.