Faculty of Arts, Humanities and Cultures

School of Media and Communication

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MA Promotional Media

This programme will provide you with an in-depth understanding of the promotional media and communications industries and their role in social, cultural and economic life.

Currently, various forms of promotional communication such as public relations, advertising and marketing are taught from a vocational perspective with a focus on established practices and skills. This leaves little time to focus on the social impacts of these communications practices for fields as diverse as journalism, the music industry and public communication. In each of these fields forms of promotional communication seek to influence the attitudes, values and behaviours of target audiences and this programme will focus on interrogating these processes. Media-related degrees, on the other hand, provide in-depth critiques of the media industries, but without taking sufficient account of the ways public relations works with those industries to shape their overall effects.

While such teaching is valuable in its own right, it does not equip you with the tools to evaluate the ways in which promotional communication shapes the ways we understand the world around us, both directly and through its relationship with other social institutions. Nor does it develop your ability to evaluate the ways in which promotional media forms help to sustain or challenge the power of dominant social groups at local, national and global level. Yet these capabilities are increasingly important in a world where promotional communication is more widespread than it has ever been.


This course provides an in-depth understanding of promotional media and the role of promotion in social, cultural and economic life.
The promotional industries and professions – advertising, branding, marketing and public relations – play a fundamental role in media and society.

This course develops your ability to engage critically with promotional media by analysing various promotional forms and practices, and evaluating impacts and implications for individuals, organisations and societies. You will be introduced to key theoretical perspectives and scholarly debates regarding promotional culture, consumerism and the media, and will explore local, national and global contexts.

You will also have the opportunity to choose optional modules from across the School.
You will study research methods and undertake an independent research project, working under the guidance of an individual supervisor.

Course structure

These are typical modules/components studied and may change from time to time. Read more in our Terms and conditions.

Year 1

Compulsory modules

  • Public Relations Theory 30 credits
  • Public Relations, Culture and Society 30 credits
  • Dissertation and Research Methods 60 credits

Optional modules

  • Technology, Media and Critical Literacy 30 credits
  • Communication and International Affairs 30 credits
  • Feminism, Identity and Media 30 credits
  • Media, Culture and Globalisation 30 credits
  • International Film Industries 30 credits
  • The Media and Democratisation: Global Perspectives 30 credits
  • Innovations in Political Communication 30 credits
  • Politics and the Media 30 credits
  • Communication and Public Opinion 30 credits
  • Multimedia Journalism 30 credits
  • Communication and Development 30 credits
  • The Cultural History of Promotional Communication 30 credits
  • Radio Technologies, Industries and Cultures 30 credits
  • Identity, Culture and Technology 30 credits
  • Urban Narratives 30 credits
  • Cultures of Contemporary Photography 30 credits
  • Cinematics and Photography 30 credits
  • Integrated Communication 30 credits
  • Rhetoric and Public Speaking 15 credits
  • Managing Business Across Cultures 15 credits
  • International Organisations: Context, Theory and Practice 15 credits
  • Writing for Professional Purposes 15 credits
  • Critical Debates in Culture and Place 30 credits
  • 'Race', Identity and Culture in the Black Atlantic 30 credits
  • Researching Inequality in the Media 30 credits
  • Reality TV: Truth or Fiction? 30 credits

Learning and teaching

MA modules will use a range of teaching and learning methods including lectures, group learning and project work, seminars, tutorials and workshops. Independent study is also crucial to this degree, as an opportunity to deepen your knowledge of the subjects introduced in lectures and seminars, and to develop your skills in analysis and research. You should anticipate spending at least 20 hours per week on independent study associated with your modules.

Assessment

Assessment methods may vary depending on the modules you choose. They’re likely to include essays, case analyses, group projects and reports. Optional modules may even use literature reviews, campaign reports or even video and photography projects.


Entry requirements

A bachelor degree with a 2:1 (hons) in a social sciences or humanities subject. Relevant professional experience will also be considered.

Applications based on degrees in other subjects will be considered on an individual basis by the programme leader. We recommend that if you do not have a degree in social sciences or humanities, you submit a brief personal statement explaining why you should be offered a place on the programme.

International qualifications

We accept a range of international equivalent qualifications. For more information contact the School of Media and Communication admissions team.

English language requirements

IELTS 6.5 overall, with no less than 6.0 in any component. For other English qualifications, read English language equivalent qualifications.

Improve your English

If English is not your first language, you may be able to take a pre-sessional course before you begin your studies. This can help if you:

  • don't meet the English language requirements for your course or
  • want to improve your understanding of academic language and practices in your area of study.

Our pre-sessional courses are designed with a progression route to the degree programme and are tailored to the subject area. For information and entry requirements, read Language for Communication and Society (6 weeks) and Language for Social Science and Arts: Communication and Society (10 weeks).

How to apply

This link takes you to information on applying for taught programmes and to the University's online application system.
 
If you're unsure about the application process, contact the admissions team for help.

Documents and information you need

Your degree certificate and transcripts, or a partial transcript if you’re still studying

Your most recent CV

If English is not your first language, you’ll need to provide evidence of your English language qualifications.

Fees

UK/EU: £7,500 (total)

International: £18,500 (total)

Read more about paying fees and charges.

For fees information for international taught postgraduate students, read Masters fees.

Part-time fees are normally calculated based on the number of credits you study in a year compared to the equivalent full-time course. For example, if you study half the course credits in a year, you will pay half the full-time course fees for that year.

Additional cost information

There may be additional costs related to your course or programme of study, or related to being a student at the University of Leeds. Read more about additional costs

Scholarships and financial support

Each year the School offers four part-fee bursaries to Home and EU students with an excellent academic record. Another four are available to International students who are liable to pay fees at the full cost rate for international students.

The School also offers an Academic Excellence bursary equivalent to 10% of the Home-EU fee for all alumni who achieved a first-class undergraduate degree. This can be claimed in addition to the University of Leeds Alumni Bursary.

You’ll need to submit a bursary application form to be considered for either award.

Read more about MA Fees and Scholarships in the School of Media and Communication.

If you have the talent and drive, we want you to be able to study with us, whatever your financial circumstances. There may be help for students in the form of loans and non-repayable grants from the University and from the government.  Find out more at Masters funding overview.


Career opportunities

This is not a practical training course, but it gives you a real insight into the construction, influence and impact of PR in a range of contexts.

You’ll also acquire or refine high-level skills in areas such as research, analysis, interpretation and oral and written communication, as well as having good cultural, political and critical awareness.

You’ll be well prepared for a career in PR or public affairs in a wide range of sectors, working in-house for large or small organisations or in an agency context. There are also opportunities for PR professionals in specialist sectors such as finance or the non-profit sector.

Careers support

We encourage you to prepare for your career from day one. Thats one of the reasons Leeds graduates are so sought after by employers.

The Careers Centre and staff in your faculty provide a range of help and advice to help you plan your career and make well-informed decisions along the way, even after you graduate. Find out more at the Careers website.


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