Promotional Media

In Leeds

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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.
Promotion has become a fundamental activity in modern society and as such it has become a core element in many areas. From the marketing of goods and products to raising funds for a local hospice, promotional culture is everywhere. Therefore, promotion is a rationale that now encompasses a series of areas that although distinctive are closely intertwined such as public relations, marketing communication, advertising and others.
As such, the MA fills an important gap in theoretically-driven teaching of critical analyses of promotional communication, where practice is analysed rather than taught. The degree seeks to be a distinctive and unique taught postgraduate experience by combining a series of areas that overlap to then proceed to critically analyse them from a multidisciplinary perspective. Particular emphasis will be placed on critically examining the ethics of those who participate and help articulate the social framework within which promotional culture happens. In so doing, the ethics of promotion activities such as PR, marketing communication and branding will be at the centre of the research-led critique in this course.
The new MA programme builds on the School’s existing strong reputation in the area of critical research and teaching about the communications and cultural industries, while combining this with other critical areas such as journalism studies, political communication and sociology. The programme will develop students’ understanding of the principles of promotional communication across a number of areas – branding, marketing, advertising and public relations – while critically reflecting on the implications of promotional culture for us individually and as a society as a whole.




Leeds (North Yorkshire)
Maurice Keyworth Building, The University Of Leeds, LS2 9JT


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To take into account

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 may be considered on an individual basis by the programme leader. If you do not have a degree in social sciences or humanities, we may request a personal statement explaining why you should be offered a place on this course.. We receive a high number of applications and places on this course are limited ualifications, read English language equivalent qualifications. Improve your...

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What you'll learn on the course

  • Teaching
  • Ethics
  • Public Relations
  • Marketing
  • Branding
  • International
  • Advertising
  • School
  • Public
  • Communications
  • Communication Training
  • Media
  • Teaching

Course programme

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.

Modules Year 1

Compulsory modules

  • Dissertation and Research Methods 60 credits
  • Promotional Media, Culture and Society 30 credits
  • The Cultural History of Promotional Communication 30 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
  • 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
Price on request