Advertising and Marketing Communications

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1 Advertising and Marketing Communications BA Hons Greenwich Campus gre.ac.uk/business

2 Why study this programme? This programme concentrates on the skills and techniques associated with the specialist area of advertising and marketing communications. It will prepare you for employment in management positions in advertising and public relations agencies, as well as marketing positions within blue-chip companies. You will acquire a detailed knowledge of the profession and the ability to analyse target audiences and implement integrated marketing communications campaigns. By collaborating with your fellow students on real marketing problems, you will gain valuable experience of working in teams. Though a specialist degree, the programme also offers a range of generic marketing skills, such as analysis and strategy formulation and implementation, as well as people management, useful for any marketing-related role within a company. Areas covered include multimedia advertising, public relations, sales promotion and personal selling, as well as advertising. Our programmes are rated highly in national surveys. Marketing at the University of Greenwich was ranked top 3 in London in the Complete University Guide You will benefit from innovative teaching methods provided by a range of specialist tutors. Top executives from the world of advertising and marketing are brought in during the programme to advise on graduate opportunities. The programme offers an optional sandwich year. This can help establish good career prospects and earning potential, as well as valuable work experience and insight into industry. The Business School Employability Office can help you find a suitable placement. As employers are looking for graduates with distinctive, relevant experience, this programme will also enable you to take part in our Greenwich Employability Passport scheme. This is designed to recognise and reward extracurricular activities such as part-time work, volunteering, society membership, or attending our special guest lectures, to help give you a competitive edge in the job market. To benefit most from your student experience, you will have the opportunity to join one of our student societies. The Marketing Society in particular will offer you an invaluable chance to network and a space where you can share and discuss ideas about current marketing practices, campaigns and ethics. The programme also provides exemptions from Chartered Institute of Marketing, Market Research Society and Institute of Direct and Digital Marketing examinations. The structure of the programme is all-encompassing, enabling you to cover all aspects of marketing in considerable detail. This has been especially useful for me, as I now predominately work on integrated campaigns that are increasingly more and more complex and involve all aspects of the marketing mix. Simon Coles BA Hons Advertising and Marketing Communications graduate

3 Why study with us? The Business School is renowned for high standards of teaching. Our staff combine a wealth of international business knowledge and industry experience with a commitment to support the learning of every student. The Department of Marketing, Events & Tourism has been running specialist marketing degree programmes for more than 30 years. We were the first UK university to offer a specialist degree in marketing communications, and we continue to offer quality undergraduate and postgraduate marketing degrees, as well as public relations (PR), events management, hospitality and tourism management programmes. New communication channels continue to revolutionise the industry and move these disciplines beyond their roots in consumer business. We work closely with all relevant professional bodies to ensure that our programmes are continually updated to reflect changing requirements and our students graduate ready for the workplace. Our PR programmes have Chartered Institute of Public Relations accreditation and our marketing programmes are recognised by the Chartered Institute of Marketing. Our students are able to gain exemptions towards qualifications from these professional bodies. Students who already hold professional qualifications benefit from the ability to join some of our programmes with advanced standing. Our teaching staff are experienced professionals who have worked as marketers and analysts within companies such as BT, Konica, Philips Electronics, Honda and the BBC. Our staff are active in research and maintain excellent professional contacts. The Greenwich Campus is based on a UNESCO World Heritage Site on the banks of the River Thames. The university's largest campus, it is centred on three baroque buildings designed by Sir Christopher Wren at the end of the 17th century. The surrounding town is a bustling mix of shops, restaurants and pubs, as well as some of the most famous tourist attractions in the country. The business districts of Canary Wharf and the City are a short journey away on the Docklands Light Railway. There are also direct rail links into central London.

4 What will you study? Year 1 Personal and Professional Development 1: The Marketer (30 credits) This course will provide you with the academic skills platform to optimise your learning across this degree programme. The taught phases contextualise teaching and learning content and balance the marketing communications and broad global marketing perspectives. Principles and Practice of Marketing (30 credits) This course aims to provide an exciting and rewarding journey into the principles of marketing, which will form the cornerstone of the knowledge you gain throughout your degree. It introduces the principles underlying the philosophy of marketing and will develop your awareness of the ethical and societal issues surrounding the process. Introduction to Advertising This course will help you to understand the role of advertising in the context of the marketing mix. The role of media within advertising and its ability to achieve marketing mix objectives will also be discussed. Furthermore, this course will enable you to measure and evaluate advertising success, and will examine logistical elements associated with it, including finance and advertising regulations. Financial Aspects of Marketing This course will give you an understanding of the interrelationship between advertising and finance while incorporating elements of business strategy and planning. It also explores the use of management information and accounting tools in making marketing decisions and resourcing a business. Public Relations (30 credits) This course aims to provide you with a critical introduction to the underlying academic principles of public relations. It will give you an overview of the relevant aspects of theory and demonstrate how these principles can be applied in practice. Year 2 Research Methods for Marketers This course is designed to continue the process of developing effective marketing professionals capable of contributing and succeeding in the marketing profession. It will help you to research effectively in an academic and professional context by disseminating research skills such as defining problems, questioning writing, data collection and analysis, and critical thinking. Customer Insight and Research (30 credits) Gaining insight into consumers is pivotal to marketing, as it helps marketers develop a deeper understanding of the needs and wants of the marketplace. It is widely acknowledged that the customer is king, which implies developing customercentric strategies. Therefore, the study of consumers and consumer behaviour is imperative if one is to succeed in the marketplace. Personal and Professional Development 2: The Marketer in Context This course will equip you with a deeper understanding of the complexity of companies and organisations and the

5 constraints under which they operate. It covers the interdependence between different stakeholders within and outside the organisation and the role and responsibilities of marketers in an organisational environment. Integrated Marketing Communications (30 credits) This course identifies the various approaches to promotions from a client-side perspective, treating each individual tool as both a discrete and interrelated marketing communications activity. As well as studying these activities in a theoretical framework, you will be able to appreciate them in an organisational context. Media Planning and Buying This course will help you to understand the fundamental metrics of audience measurement and media accounting. It will also develop your ability to assess the strengths and weaknesses of various methods of traditional media and allocate their budgets accordingly. As well as being able to identify future trends in the field of media, you will gain the skills to apply research techniques to media and media consumption. Strategic Brand Management This course will give you an insight into strategic branding and its unique competitive advantage. It will provide you with concepts and techniques to improve long-term profitability through brand strategies in the face of changing media and globalisation. Overseas Exchange Programme You can apply to participate in the European Union student exchange programme, Erasmus. This can provide a grant towards the cost of studying part of this degree in a European partner institution during your second year. Benefits of becoming an Erasmus student include: Employability you can demonstrate qualities that employers are looking for, such as an ability to take on and adapt to new challenges and environments New experiences you can have lots of fun, meet interesting people and gain new skills Increased language proficiency you can learn or master another language Maturity you can build your confidence and independence by managing life in a different culture. Optional Sandwich Year You can undertake a work placement in your third year. This will help you further increase your career prospects and earning potential by giving you practical experience and industry insight. In previous years, our students have undertaken their work placements in companies such as Microsoft, Warner Music Group and Walt Disney. The Business School Employability Office can help you find suitable placement opportunities, as well as giving you practical advice on writing CVs and preparing you for assessment centres and interviews.

6 Final Year Contemporary Issues in Advertising and Marketing Communication This course builds upon previous courses in marketing management and communications and will give you a unique forum to engage, study and understand the development of emerging issues and new theoretical concepts. Direct, Interactive and Digital Marketing (30 credits) This course will provide you with an understanding of digital, interactive and direct marketing tools within the paradigm of relationship marketing. You will develop a critical understanding of theories, models and concepts pertaining to interactive and direct marketing. Leading Innovation and Creativity This course provides an exciting and rewarding journey into the areas of creativity and innovation through new product development, which focuses marketing knowledge in the final year of the programme. You will also gain an understanding of the principles and practice surrounding new product development and the ethical and societal issues surrounding it. Social Marketing This course will enable you to address ethical, social and environmental problems related to social marketing. It also explores the behaviour change and choice theories frequently employed by social marketers worldwide. Advertising Campaign Management This course covers the dynamics of clientagency relationships from the perspective of an advertising agency and is designed to deepen your understanding of the marketing communications process. You will also undertake one of the following two courses: Thematic Independent Studies (30 credits) This course will provide you with the opportunity to undertake a major project of self-directed study through investigation and evaluation of an aspect or aspects of academic knowledge. It will lead you to take a more analytical view of your degree programme. Dissertation (30 credits) The dissertation is a key element of the degree. It is the point where knowledge and understanding acquired through the earlier taught courses is synthesised and applied to a substantial management problem. The dissertation builds on this experience and provides a supported learning environment, enabling you to plan and implement a thorough research enquiry of your own choosing. Career opportunities As a graduate of this programme, you will be able to pursue a career in advertising, public relations, sales promotions, direct marketing or corporate marketing departments.

7 Teaching and assessment You will be taught through a combination of lectures, tutorials, seminars, case studies and presentations. Courses combine a strong commercial orientation with academic rigour, and our lecturers have extensive industry and commercial experience as well as excellent academic credentials. Assessment is through assignments, examinations and presentations. Financial information For information on tuition fees and financial help, please visit gre.ac.uk/finance. Key facts UCAS code: NN25 G BA/MC Attendance: 3 years full-time, 4 years sandwich, 6 years part-time Entry requirements: You should have: 280 UCAS points FROM a minimum of two A-levels or equivalent qualifications. PLUS GCSEs in English and mathematics at grade C or above, or equivalent qualifications. Direct entry to Years 2 and 3 is available for qualified applicants. Applications from mature students are welcome. If you were educated in a language other than English and/or in a country where English speakers are in a minority, you should have a minimum IELTS score of 6.0 (with a minimum of 5.5 in each skill) or an equivalent rating in another Secure English Language Test. If you have an overall IELTS score of 5.0 or 5.5, you can undertake one of our five- or nine-week pre-sessional English programmes designed to help you improve your academic English before starting your degree studies. How to apply: Full-time students Home and EU students must apply through UCAS. Please carefully consider the programmes available and apply as early as possible. For further information and UCAS deadlines, please visit International students should apply online at gre.ac.uk/apply. For further information, Part-time students Part-time students must apply online at gre.ac.uk/apply.

8 Your next step University Open Days are held several times a year. They include a programme of talks and offer you the opportunity to speak to staff and students. You may also be given a tour of the campus. Dates can be found at gre.ac.uk/opendays, or contact the Enquiry Unit or International Office for further information. Why not sign up as a Greenwich VIP and create your own Greenwich web page, personalised to your choice of programme and interests? Becoming a Greenwich VIP is a fast route to ordering our publications, booking a place on an Open Day and finding out more about the university. You can also receive text and alerts, and enter our online competitions. Please sign up at gre.ac.uk/study. Department of Marketing, Events & Tourism University of Greenwich Greenwich Campus Old Royal Naval College Park Row London SE10 9LS For further information To find out more about studying at the University of Greenwich, please visit greenwich.ac.uk. UK students Enquiry Unit Telephone: Fax: International/EU students International Office Telephone: Fax: This document is available in other formats on request University of Greenwich, a charity and company limited by guarantee, registered in England (reg. no ). Registered office: Old Royal Naval College, Park Row, Greenwich, London SE10 9LS Every effort has been made to ensure that this document is as accurate as possible. However, the university reserves the right to discontinue any class or programme, to alter any programme or to amend without notice any other information detailed here. D D E November XXXX 13 14

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