Marketing, advertising and branding have been transformed by digital communications and globalisation. Audiences demand personalised, culturally relevant experiences that go beyond just buying another product.
On this course, you’ll learn not just to react to the changing digital landscape, but to use emerging technologies to innovate and lead marketing transformations for international audiences.
You’ll build a comprehensive working knowledge of marketing and branding strategy and learn how to recognise and adapt to the demands of client-led and agency-led perspectives. This includes understanding returns on investment, accountability and future planning, as well as how to use data-driven marketing insights in a professional, ethical and regulated process. You’ll learn to work to professional standards and best practice in marketing and digital communications.
You’ll use your professional experience and cultural knowledge to develop concepts, plans, and campaigns that you can immediately use in your current work and as you progress in your career.
You will graduate as a forward-looking marketing professional, ready to embrace change on a global scale. You will have the ability to adapt to whatever new ways of doing business and new approaches to marketing and digital communications emerge during your career.
You should be:
Looking to develop commercial and cultural sensitivity for national and international markets.
Ready to embrace future opportunities and challenges created by the rapidly-changing global marketing, advertising and digital communications industries.
As a graduate of this MA you could go into roles such as:
Research skills embedded throughout the modules and with the Major Project could allow you to successfully progress into postgraduate research programmes and PhDs in the areas of marketing, branding and digital communications
What you'll learn.
Throughout the course, you’ll work independently and in teams on challenges that will help you learn how to expertly:
With Falmouth Flexible, you access your course content, interactions with other students and tutors, and learning resources, through Canvas, an easy-to-use online platform.
You can access the course wherever you are in the world, and you can stop, pause and rewind lectures whenever you want.
To complete the course, you’ll need a desktop/laptop capable of running Canvas, our online learning platform. This includes a minimum operating system of Windows XP SP3 or Mac OSX 10.6, 1GB of RAM, and a 2GHz processor.
Engaging learning activities will help you apply theory to practice. They could include:
Assessments are 100% coursework and submitted online. There are no exams.
Assessments could include:
An honours degree or Level 6 equivalent qualification.
If your first language is not English, you'll need to take one of the following tests to verify your proficiency:
We also accept a range of equivalent recognised English language qualifications. Candidates without a degree or formal qualification are still encouraged to apply.
You will need to complete four 30-credit modules and one 60-credit project (180 credits in total). All modules on the course are compulsory and must be passed in order to complete the award
Module one Marketing in a Digital World (30 credits)
Interrogate the role of marketing in a global and digitally transformed world. Revisit the basic frameworks of marketing planning, updating the traditional analytical tools to bring marketing planning in line with the needs of a technology-aware audience. Work through the process of marketing goal setting, strategy and planning, using a variety of analytical and developmental tools. Consider how geography, globalisation and digital transformation impacts all parts of the marketing planning process.
Module two Creative Digital Storytelling (30 credits)
Develop your understanding of the digital opportunities for creative content creation and dynamic story telling. Identify ways of generating insights into your audience and their digital and analogue touchpoints. Explore how you can maximise the reach and impact of your campaign by using tools such as user generated content, social media, ‘influencers’, ‘viral’ tactics, SEO, microsites and landing pages, user experience, artificial intelligence, virtual and augmented reality, and big data
Module three Global Media Planning (30 credits)
Explore media strategy and planning in a global context and examine traditional and digital media channels. Get up to speed with the latest debates and industry practice in this rapidly changing arena. Get the practical and theoretical tools you need to undertake communication strategies and media planning and measure and monitor their effectiveness. Examine ‘Paid, Earned and Owned’ models, Adwords, PPC, Google analytics, as well as media specific data analysis.
Module four Innovation and Industry (30 credits)
Learn to innovate and problem-solve for brands, audiences and communications strategies. Pitch a new idea or concept to a professional audience, making the most of current digital technologies. Take well informed risks with creative concepts and present these in an imaginative way that makes the most of the digital technologies available. Develop a portfolio of case studies and examples of legal and ethical issues affecting your sector of interest.
Final major project (MA only)(60 credits)
Choose an area of digital marketing communications to specialise in. You may have a new business idea to launch with a digital marketing campaign. You could solve a business problem associated with your current work or use a case study. You could extend a business opportunity for an existing company or respond to a gap in the market. Whatever you choose, your project is the final stage in your transformation into an adept, articulate marketing and digital communications innovator.