Creative Writing for Marketing MSc

Compulsory

• Creative Copywriting

  The aim of this module is to equip students with the theoretical knowledge and requisite practical skills to become creative copywriters across a variety of sectors in the marketing industry. The module will provide students with a comprehensive understanding of the varied roles a copywriter can undertake in the marketing industry, provide technical knowledge of and ability to assess marketing briefs in order to assess what is required to successfully execute a brief, and enable students to acquire the practical and professional skills required of a creative copywriter.

• Creative Writing for Marketing

  This core module has been designed to provide students with a unique learning opportunity where two innovative disciplines – creative writing and marketing – are studied together to provide students with advanced creative writing for marketing skills. This module will equip students with both a broad range of advanced creative writing skills and contemporary marketing principles and theories that are grounded in academic research and real-world practice.

• MG5547 - Marketing Communications

  This module will help students to understand the process, theory, social impact and ethics of marketing communications. To be aware of the role of each element of marketing communications. To be familiar with the key terms and concepts associated with marketing communications and to have a thorough grounding in its critical and theoretic aspects.

• MG5608 - Marketing Principles

  This module focuses on developing an understanding of concepts of marketing, marketing mix principles and practices. It aims to bring contemporary marketing perspectives to students new to the concept of marketing. It will take the basic marketing concepts and will contrast them with newer relational and service-based perspectives in a module that is designed to be motivational, creative, applied and relevant to today’s marketing practice.

• MG5615 - Understanding Business and Management Research

  The specific aims of this module are to provide a balanced view of social science and business research methods, enabling a critical understanding of research information. To acquire theoretical and practical knowledge for business management by covering issues and debates in management research as reflected in the literature. To provide knowledge of relevant research methods and techniques for Master's-level project work.

• Dissertation in Creative Writing for Marketing

  The module aims to enable students to conduct an independent research project that demonstrates an advanced knowledge of relevant methodologies, creative writing practices and core marketing principles. Students are expected to identify a research question, conduct data collection and analysis, and present their results to a professional industry standard.

Optional

• Creative Writing Skills

  The aim of this module is to provide students with an opportunity to engage with some of the core principles of three key creative writing forms: Prose, Poetry and Scriptwriting. The objective is that students will then be able to apply these techniques to the enhancement of their Creative Writing for Marketing work.

• Social Media Content

  This module will equip students with the theoretical knowledge and requisite practical skills to write creatively for digital marketing and social media content platforms. It will enable students to write effective content for social media and create a strong social media brand presence, as well as offer insight into tools for success metrics and analysis of results of social media engagement.

• MG2639 - Consumer Behaviour

  This module develops an understanding of how and why consumers think, feel, and behave the way they do and what this means for marketing products, services, ideas and experiences. Attention will be paid to examining the cultural, social, economic and environmental factors that influence individual and collective consumption behaviours in distinct industries from different disciplines (i.e., psychology, economics, anthropology, and sociology). 

• Strategic Digital Marketing

  Providing a critical understanding of achieving marketing objectives through the application of digital media, data and technology. Understanding and developing an insight into the various components of digital marketing channels and platforms that is designed to enable digital marketers to plan, manage and optimise all aspects of the key digital marketing strategies and tactics relevant to today’s marketing environment.

• Contemporary Brand Management
  The module aims to provide a critical understanding of current theory and practice of Brand Management field including academic theories, frameworks and models within a business context. Students will be given opportunities to discuss current important issues in the field with a view to developing critical skills of evaluation and appraisal.