About this course

Develop in-depth knowledge of the global advertising and branding industry and find out how to run your own campaigns on this practical, industry-focused master’s degree. Learn from academics who are active in research and have a wealth of experience and connections in the sector. Explore creative problem-solving techniques that will prepare you for success in your chosen career.

We are no longer taking applications for September 2021. Explore our range of related courses.

This MA in global advertising and branding is ideal if you want to oversee the advertising process or brand strategy at a creative agency or client company.

On this UK course you’ll learn the theory and practice of advertising and brand management, and critically examine the latest industry issues. These includes celebrity endorsement, the use of social media, and the impact of technology.

You’ll develop essential practical skills, including how to:

make a pitch
identify a target audience
build a creative strategy
create a brief
evaluate a campaign

Optional modules on everything from creative thinking to entrepreneurship will give you the freedom to personalise the course to match your career plans or research interests.

Course highlights include:

a group project to devise a campaign in response to a brief from a real business
a week-long competitive marketing exercise using the Markstrat simulation platform
fieldtrips to locations where you can see the real-world impact of advertising and branding
guest lectures by industry professionals
a research project and critical paper on a topic of your choice

We put a strong emphasis on employability throughout, to make sure you graduate with both professional and academic skills.

Course lead

Your course leader is Dr Nik Mahon, Principal Teaching Fellow at Winchester School of Art. His subject areas include advertising, art direction, corporate identity and design, creativity and idea generation. Read Dr Mahon’s staff profile to find out more about his work.

Course location

This course is based at Winchester.

Awarding body

This qualification is awarded by the University of Southampton.

Download the programme specification

The programme specification sets out the learning outcomes of this course and details how the course is taught and assessed.

PDF

Download 2021-22 programme specification

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Entry requirements

You’ll need a 2:2 degree in a relevant subject, such as business studies, advertising, marketing or media.

Find the equivalent international qualifications for our entry requirements.

English language requirements

If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:

IELTS score requirements

overall score: 6.5
reading: 6.0
writing: 6.0
speaking: 6.0
listening: 6.0

We accept other English language tests. Find out which English language tests we accept.

Recognition of professional experience

If you don't have the exact entry requirements, but you have significant work experience in this sector we’ll assess your relevant professional experience, your subject knowledge and your aptitude for learning.

Your application will be considered on individual merit and you may be asked to attend an interview.

Got a question?

Please contact us if you're not sure you have the right experience or qualifications to get onto this course.

Email: enquiries@southampton.ac.uk
Tel: +44(0)23 8059 5000

Course structure

This full-time master's course runs for 12 months.

For the first 8 months (semesters 1 and 2) you'll focus on the taught part of the course.

Your studies in semester 2 will include preparing your research proposal for your final project and deciding on the best research methodologies.

For the last 4 months you’ll work independently on your final project. You’ll have meetings with your supervisor during this time to discuss your progress.

Want more detail? See all the modules in the course.

Modules

For entry in Academic Year 2021-22

You must study the following modules:

Final Project (Global Advertising and Branding)

On this module you will put into practice the research and analytical skills that you have learned on the programme. Focusing on a contemporary advertising and branding issue, you will investigate this issue thoroughly to prepare a critical paper collatin...

Global Advertising and Branding 1

This module is the first of the programme and introduces global advertising and branding fundamental concepts. It will cover the investigation and analysis of advertising and branding visual language and the introduction to contemporary applications of ne...

Global Advertising and Branding 2

This module is the second core module of the programme. The module builds on some of the concepts and ideas used In Global Adverting and Branding 1 and you will be encouraged to go further into your reading understanding and application of advertising and...

Professional and Academic Skills 1

This module is one of the compulsory modules taken by all students in the creative management programmes at WSA. While the learning outcomes are the same across programmes, the content will be delivered with reference to your subject specialism and your...

Professional and Academic Skills 2

This module is one of the compulsory modules on your programme that provide you with a deeper engagement with the academic and professional skills to support the preparation of your Final Project work. The module encourages you to engage directly with...

Strategic Advertising Management and Marketing

This module is designed to help you further your understanding of advertising management within the context of marketing and brand positioning. You will be introduced to the essential marketing principles and and strategies and encouraged to think about ...

You must also choose from the following modules:

Creative Thinking and Problem Solving

The module been designed for the purpose of promoting and developing creative thinking and problem solving (CTPS) skills and addresses the need for individuals and teams who can ‘think outside the box’, and apply fresh thinking to practical, ‘real world’ ...

Digital Cultures

Digital Cultures is an elective module covering a broad range of topics relating to the encounter with digital environments, audiovisual content and the aesthetics and politics of media technologies in historical and contemporary contexts. This module int...

Entrepreneurship

The module enables you to recognise entrepreneurial traits and behaviours and apply elements of these to the real world. With a strong orientation towards the future, realised through forecasting in both finance and marketing, the module will provide ...

Experimental Publishing

The consideration of what publishing actual means today remains a relevant question for any creative practitioner. Over the past few years we have seen a huge rise in self-publishing, print on-demand services, tweeting and social media, from post-digital ...

Exploring the Visual Language of Display

The module provides thematic examples of the theories and practices of visual presentation and display explored through interdisciplinary and critical contexts appropriate to the MA pathways. It offers a number of critical “tools”, enhanced through refere...

Global Marketing

The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation.. The module situates the concepts and terminology of global marketing in a range of different ...

Sustainability in Business and Design

This module addresses critical perspectives in relation to sustainability and its impact in art, design and the creative industries. The module seeks to inform your thinking in relation to sustainability issues, be they environmental, social or economic, ...

Visual Culture

We live in a world that is saturated by images, from the far reaches of space to the sub-atomic level and just about everything in between. Images seem to have a special power in our lives, playing a part in the constructions of who and what we are and t...

Learning and assessment

Learning

The learning activities for this course include:

lectures
seminars
tutorials
case study analysis
guest speaker presentations
study visits
independent study

Assessment

We’ll assess you through:

written assignments for each module
final project research proposal
final project

For your final project, you’ll conduct independent research on a topic of your choice.

You'll present your findings in a 10,000-word critical paper, designed to show your research skills and in-depth subject knowledge. Previous students have investigated issues such as:

how global brands adapt to local cultures
the use of celebrities in advertising
managing creativity in advertising
technological trends in advertising
advertising in games

Academic Support

We'll assign you a personal academic tutor, and you'll have access to a senior tutor.

Careers

You’ll graduate with sector-specific skills and knowledge and problem-solving abilities that are attractive to employers in advertising and related industries.

You’ll be equipped for roles including:

account management and planning
brand management
copywriting
art direction
social media
event planning
market research

Our students have gone on to advertising management and creative roles in major global advertising agencies, including Saatchi & Saatchi and Wieden+Kennedy.

Careers services at Southampton

We're a top 20 UK university for employability (QS Graduate Employability Rankings 2020). Our Careers and Employability Service will support you throughout your time as a student and for up to 5 years after graduation. This support includes:

work experience schemes
CV/resume and interview skills workshops
networking events
careers fairs attended by top employers
a wealth of volunteering opportunities
study abroad and summer school opportunities

We have a thriving entrepreneurship culture. You'll be able to take advantage of:

our dedicated start-up incubator, Futureworlds
a wide variety of enterprise events run throughout the year
our partnership in the world’s number 1 business incubator, SETsquared

Fees, costs and funding

Tuition fees

Fees for a year's study:

UK students pay £9,250.
EU and international students pay £20,700.

Check fees for other versions of this course.

What your fees pay for

Your tuition fee covers the full cost of tuition and any exams.

Find out how to pay your tuition fees.

Accommodation and living costs, such as travel and food, are not included in your tuition fees. Explore:

10% alumni discount

If you’re a graduate of the University of Southampton you get a 10% discount on your postgraduate tuition fees.

Postgraduate Master’s Loans (UK nationals only)

This can help with course fees and living costs while you study a postgraduate master's course. Find out if you're eligible.

Funding your postgraduate studies

A variety of additional scholarships, grants and bursaries may be available to help you fund your master’s study, both from the University and from other organisations.

Funding for EU and international students

Find out about funding you could get as an international student.

How to apply

Use the 'apply for this course' button on this page to take you to our online application form.
Search for the course you want to apply for.
Complete the application form and upload any supporting documents.
Submit your application.

Application deadlines

UK students

Applications must be received no later than 4 weeks before the start of the course. You must supply all supporting documentation at least 2 weeks before starting your course.

International students

We recommend you apply at least 6 weeks before the start of the course to ensure you're able to meet our requirements and apply for a visa in time.

We cannot guarantee students who do not meet these deadlines will be able to begin their course.

Application assessment fee

We’ll ask you to pay a £50 application assessment fee if you’re applying for any postgraduate taught course that starts in or after September 2021.

This is an extra one-off charge which is separate to your tuition fees. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.

If you're a current or former University of Southampton student, or if you're applying for a Master of Research (MRes) degree, you will not need to pay the fee. Find out if you’re exempt on our terms and conditions page.

Supporting information

When you apply you’ll need to submit a personal statement explaining why you want to take the course.

You’ll need to include information about:

your knowledge of the subject area
why you want to study a postgraduate qualification in this course
how you intend to use your qualification

You'll also need to send 2 academic references.

Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.

Learn more about how to apply with our postgraduate application guide.