Overview

The first year introduces students to the fundamental principles, theories, and practices that underpin the fields of communication, advertising, marketing, and public relations. It establishes a strong foundation in both conceptual understanding and practical skills, enabling students to grasp how meaning is constructed, conveyed, and interpreted across different contexts and media.

Students begin by exploring the essential relationship between language and communication, examining how words, symbols, and cultural contexts influence meaning and interpretation. They develop an understanding of competing models of communication and gain insight into the complexity of human interaction. Building on this, students study interpersonal communication, learning the strategies and techniques that make communication effective within different social and professional settings. Emphasis is placed on developing self-awareness, critical reflection, and behavioural adaptability.

The programme introduces students to the principles of marketing, providing an overview of marketing concepts, consumer needs, market segmentation, and value creation. This is complemented by an introduction to advertising, where students analyse how creative strategies, media channels, and digital technologies are used to influence audiences. Ethical, social, and sustainability issues in advertising are also explored, helping students understand the responsibilities of professionals working in this area.

An introduction to consumer behaviour helps students understand the psychological, social, and cultural factors that drive consumer decision-making. This knowledge forms the basis for effective marketing and communication strategies. Additionally, students study the principles of public relations, examining its role in shaping reputation and managing relationships between organisations and their publics within the broader media environment.

By the end of the first year, students will have developed a comprehensive understanding of the communication process, its application across marketing and media industries, and its importance in shaping audience perceptions and behaviours. They will have also begun to build the analytical, reflective, and interpersonal skills necessary for academic success and professional development in communication-related fields.

 Overview

In the second year, students deepen their understanding of communication, advertising, and marketing by engaging with more advanced concepts, analytical methods, and professional practices. The focus shifts toward the development of specialist skills, critical evaluation, and practical application, preparing students for the strategic and creative challenges of the communication industries.

Students are introduced to the principles and practices of research, learning to design, conduct, and present both qualitative and quantitative studies. This foundation in research methodology equips them with the analytical and investigative skills required for their final-year project and for professional problem-solving within the communication and marketing sectors.

Through Professional Copywriting, students develop the ability to write persuasively and creatively across a range of media and genres. They learn how to combine analytical understanding with practical writing skills to produce clear, engaging, and ethically responsible content that meets professional standards.

Marketing Management in Practice extends the principles introduced in Year 1 by exploring the four core areas of marketing management — planning, implementation, leadership, and control. Students examine how marketing strategy is applied in real-world contexts, gaining insight into the processes that shape effective campaign design, delivery, and evaluation.

The study of Advanced Interpersonal Communication further refines students’ professional communication skills, encouraging them to analyse behaviour, apply theoretical frameworks, and adapt their approach to a variety of professional situations. This enhances their self-awareness, empathy, and ability to communicate effectively in organisational and client-based environments.

In Digital Communication, students investigate the rapidly evolving landscape of online media and digital marketing. They gain practical skills in developing and managing digital campaigns, using data-driven metrics to measure success, and employing social media, content marketing, and community engagement strategies to support organisational goals.

Finally, Principles of Graphic Design introduces students to the creative processes and collaborative dynamics involved in visual communication. They learn how to work effectively with designers, prepare clear creative briefs, and improve the visual presentation of their own work. This bridges the gap between strategic communication and creative production, fostering interdisciplinary awareness.

By the end of Year 2, students will have developed a more sophisticated understanding of how communication, marketing, and creative media interact in professional practice. They will be equipped with the analytical, digital, and interpersonal skills required to operate confidently and strategically in preparation for their final year of study and future professional careers.

 Overview

In the final year, students bring together the theoretical knowledge, analytical ability, and practical skills developed throughout the programme to demonstrate their independence, professionalism, and critical understanding of communication within complex organisational and global contexts. The focus is on synthesising learning through advanced study, research, and practice, enabling students to refine their academic and professional identity as communication specialists.

Students engage with Organisational Communication, gaining insight into how communication functions as a strategic tool within corporate, cultural, and networked environments. They examine leadership, conflict resolution, and change management, learning to assess and design effective communication strategies that enhance innovation and organisational performance.

Through Advanced Advertising, students explore the dynamic and ever-changing landscape of advertising practice, investigating how creativity, media convergence, and new technologies continue to reshape the industry. The module balances theoretical analysis with practical application, preparing students to engage critically and creatively with professional advertising challenges.

In Global Marketing, students develop a nuanced understanding of international marketing operations and the external variables that influence decision-making across cultural, political, and economic boundaries. They explore how organisations adapt strategies and marketing mix decisions to succeed in diverse and competitive global markets.

Reading the Brand provides an opportunity for students to examine the cultural and semiotic dimensions of branding and consumer behaviour. They analyse how commodities communicate meaning and shape identity, using semiotic and cultural theory to interpret media discourses and market dynamics. This fosters a sophisticated appreciation of the role of branding in contemporary communication and consumer culture.

The module Rethinking Communication encourages students to critically engage with key theoretical debates that have shaped the study of communication, media, and culture. By evaluating historical and emerging perspectives, students strengthen their intellectual understanding of the discipline and develop the ability to critique communication practices in relation to wider cultural and social transformations.

The Dissertation represents the culmination of the degree, allowing students to undertake an independent research project on a topic of their choice within the field of communication, advertising, or marketing. This project integrates conceptual understanding, methodological rigour, and analytical depth, enabling students to demonstrate autonomy, critical thinking, and originality in their work.

By the end of the final year, students will have achieved an advanced and integrated understanding of communication theory and practice. They will be capable of applying their knowledge creatively and strategically in professional, academic, or research contexts, prepared to contribute thoughtfully and ethically to the communication, advertising, and marketing industries on a global scale.