From analysing the theories of intellectual heavyweights such as Bourdieu and Lacan, to unpicking a global campaign, this MA explores the hinterland between the big three promotional professions, the media, and society.

Public relations, advertising, and marketing roles are converging. This MA isn’t about studying ads or press coverage, but about becoming a professional who can understand the dynamics of power that exist between these professions, and critically intervene in today’s media landscape.

At its core, this masters looks at how you can better serve society by improving communications across the promotional disciplines, and how public relations (PR), advertising, and marketing professionals can best develop within a challenging media world. You’ll learn how to reflect on contemporary intellectual theories, and apply them to workplace realities so you plan the next decade of your career.

Study Details:

1 year full time or 2 years part-time

Module Details:

Core modules
Promotional Media I: Changing Fields & Contexts 30 credits
Promotional Media II: Campaign Skills & Techniques 30 credits

You will also complete a 12,000-word dissertation (60 credits).

In addition to the core modules and the dissertation, you will also choose 60 credits worth of optional modules from across different departments.

Choices made by current MA Promotional Media students include:

Campaign Skills; Consumer Behaviour; Critical Social Media Practices; Design Methods and Processes; Digital Culture; Film Producing Fundamentals; Internet Governance and its Critics; Journalism in Context; Marketing Strategy; Media Law and Ethics; Media Ritual and Contemporary Public Cultures; Music as Communication and Creative Practice; Online News Reporting; Media Systems, Media Ecologies and Turbulence; Promotional Culture; Social Media in Everyday Life; Software Studies; Structure of Political Communication; and Understanding the UK Media Industries.

Student Destinations

Our students acquire general transferable skills, including critical thinking, pattern recognition, research skills, and career management.

Specific transferable skills for the promotional industries include: message framing; storytelling and narrative construction; segmentation, measurement and evaluation; professional ethics and regulatory standards.

MA Promotional Media graduates work across disciplines and countries in wide-ranging roles, including: account executives, content marketers, corporate communicators, digital copywriters, event managers, government communicators, product managers, media buyers, media planners, marketing officers, programmatic advertising executives, SEO analysts, social media community managers, sponsorship coordinators and UI/UX copywriters.


These are the fees for students starting their programme in the 2020/21 academic year. Home/EU - full-time: £8640 Home/EU - part-time: £4320 International - full-time: £17070

Entry Requirements

You should have (or expect to be awarded) an undergraduate degree of at least upper second class standard in a relevant/related subject.

You might also be considered for some programmes if you aren’t a graduate or your degree is in an unrelated field, but have extensive, relevant professional experience in PR, Advertising or Marketing, and can show that you have the ability to work at postgraduate level.

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University of Goldsmiths London

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