De Montfort University

Advertising and Public Relations Management

This is a career entry specialist master's degree for students with no previous qualifications or work experience in marketing or advertising & PR.

This course will equip you with the in-depth knowledge, the specialist skills, the critical understanding and the confidence required for a successful management career in the fast-moving and highly competitive Advertising and Public Relations (PR) professions. 

Design your course

  • Tailor the course to your career aspirations by choosing from a range of modules

Learn about the latest developments in marketing 

  • Gain the knowledge to understand the key marketing issues facing organisations and to embark on a career in marketing communications  

Personal and professional development

  • You will have the opportunity to develop both personally and professionally, which will help you to succeed in any marketing position, and in a wider lifelong learning framework

Entry requirements

Applicants will normally hold an undergraduate degree in any subject with a minimum pass of 2:2, or equivalent overseas qualification. 
No previous experience in advertising, marketing or public relations management is required. Applicants with previous marketing qualifications should consider the Strategic and Digital Marketing MSc, which is designed for those with existing marketing experience.
Applications from mature students with significant business experience will be considered on an individual basis.

English Language requirements

If English is not your first language, an IELTS score of 6.0 (including a minimum of 5.5 in each component) or equivalent is normally required.

English language tuition is available at DMU both before and during the course, if required.

Course modules

  • This course is grounded in the latest theory and also has a strong practical element. There will be many chances to apply your knowledge and develop the advanced skills that will help you to enjoy a successful marketing career.

The content of the modules reflects the changing marketing landscape. For example, developments in social and digital media are embedded throughout the programme and are integral to certain modules such as Direct and Digital Marketing, Strategic e-Marketing and New Media Perspectives.

Other key themes of the programme include: insight management, innovation and entrepreneurship, project management, customer management, campaign planning, paid, owned and earned media planning, marketing metrics, working with agencies and international marketing perspectives.

Core modules

  • Marketing Theory and Practice - an introduction to the key areas of marketing, building the foundation for further study – this module is for students who have not studied marketing before.
  • Managing Advertising and Communications - provides a thorough grounding in all aspects of promotional activity, especially integrated marketing communications and the development and management of advertising campaigns.
  • Social Media Strategy - examines the nature and evolution of the social media landscape as well as the implications of emerging and convergent social and mobile technologies for marketing strategy. Students will be guided to critically evaluate a range of theoretical frameworks that can be used to explain and utilise social media 
  • Marketing Research in Practice -  shows how marketing decision making is supported by detailed marketing information and the techniques employed to gather and assess that information.
  • Brand PR - focuses on the use of Marketing PR at brand level. It concentrates on the use of PR techniques to build and promote brands. You will develop a critical understanding of Marketing and PR theories and practice and examine how they integrate with other promotional techniques.
  • Research Methods for Marketers – develops research and analysis skills for an in-depth understanding of markets in preparation for the marketing analysis project.

The following are typical of the elective modules offered:

  • Advanced Marketing Analytics
  • Consumer Culture and Behaviour
  • Creative Brand Strategy
  • Direct and Digital Marketing
  • Strategic e-marketing

During the final semester you will complete a:

Dissertation: provides an invaluable opportunity to work in depth on a particular aspect of an international business and entrepreneurship topic of your choice. The topics of the dissertation are chosen in line with your interests and preferences, but mainly look at application of management theory to small firms.


Business Research Project (BRP): is an individual enterprise consultancy project that serves as a commercially and employability relevant experience. The BRP is a live project where you gain a guaranteed business consultancy experience and are able to use your learned skills to make a genuine impact and benefit for a company.

Note: All modules are subject to change in order to keep content current.

Assessment methods

Teaching is delivered through formal lectures, informal seminars, tutorials, workshops, discussions and e-learning packages. The course provides opportunities to work on live or near live projects enabling students to gain further real world experience.


Qualification Study mode Start month Fee Course duration
MSc Full time September 2019 £ 7,500 per Academic year (Home/EU) 12 Months
MSc Full time September 2019 £ 13,600 per Academic year (International) 12 Months

Campus details

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