Global Media Management (Advertising Industry) - MA

Full Time
September 2016
£12,000 for UK/EU Full Time 2016 entry (view all fees)

Our exciting new Global Media Management (Advertising Industry) MA is perfect if you want to pursue advertising in a global business context. You’ll be trained to look at the science behind branding and marketing, the mechanisms that drive agencies and the rules that apply.

We’ll provide guest speakers and case studies from key industry experts, as well as state-of-the-art resources. All of this will aid in developing your creative and analytical skills, as well as your employability.

Last chance to apply

The 2016/17 academic year will see the final intake of new students for this course, so get in quick if you want to apply.

Want to study in 2017/18?

You may want to check out this similar course which will be available to start in 2017/18:

  • Future Media

What's covered in the course?

We’ll nurture your creativity and teach you the principles of communicating for global audiences, strategic account management, and how to develop and promote effective campaigns.

You’ll be given client briefs with the task of creating effective, enticing advertising campaigns. To do this efficiently, you’ll investigate brand positioning and audience targeting to make sure your work reaches the right market.

Throughout the course, the help of our expert, experienced staff as well as speakers from industry will ensure you’re given solid exposure to how advertising works. You’ll also have the opportunity to discuss a specific area in greater detail with a major research project.

Why Choose Us?

  • The University is an active research centre, and the latest Research Excellence Framework (REF) 2014 report found that we’ve doubled the amount of staff producing internationally recognised research.
  • With accreditations, excellent industry links and practice-based approach, Birmingham City Business School is one of the UK’s most respected business schools.
  • You get the chance to study alongside people from other countries, helping you gain knowledge of the cultural implications of business practice.
  • Our graduates move on to successful careers where they apply their knowledge to full effect.
  • Our engaged, informative study sessions ensure you learn a range of vital skills needed for managerial positions.
  • We keep our courses fresh, relevant and cutting-edge, keeping up to date with the latest trends and technologies.

Visit our open day

Postgraduate Open Day

Our next Postgraduate Open Day is Wednesday 20 April 2016.

Sign up for Open Day

This course is open to International students

Birmingham School of Media

Discover the Birmingham School of Media

Visit our School site for more student work and extra information.

Visit the School website

*Postgraduate Taught Experience Survey 2016

New £10,000 postgraduate loans

You may be able to take advantage of the government’s plans to make loans of up to £10,000 available for postgraduate study.

More about postgraduate loans

Entry Requirements

You are required to meet one of the following options:

UK students

An honours degree from a UK University

A first degree from an overseas university (GPA 3.0 out of 4.0 or average 75 per cent or any other equivalence to the above UK qualification)

Successful passing a Pre-Master's course approved by Birmingham City University

Successful passing a Pre-Master's course at another UK university/institution with a minimum of 55 per cent average

Other qualifications will be considered on a case by case basis.


Please note that even if your application fully meets the entry criteria, you may be required to further demonstrate your suitability via an interview or submission of a course proposal before being offered a place.

Interviews may be conducted in your country of residence, over the telephone or by Skype.

International students
English language requirements

IELTS 6.0 (5.5 in all components) or equivalent is required

No English certificate is required for applicants from countries that appear on our English exemption list. Please contact the International Office for this list.

UK or EU students

Award Start Mode Duration Fees
MA Sep 2016 FT 1 year £12,000

If you're unable to use the online form for any reason, you can complete our PDF application form instead.

International Students

Award Start Mode Duration Fees
MA Sep 2016 FT 1 year £12,000

If you're unable to use the online form for any reason, you can complete our PDF application form instead.

The University reserves the right to increase fees broadly in line with increases in inflation, or to reflect changes in government funding policies or changes agreed by Parliament.

Additional costs

Our courses include activities such as performance, exhibitions, field trips and production of works or artefacts which may require you to purchase specific equipment, instruments, books, materials, hire of venues and accommodation, or other items. Many of these activities are essential and compulsory parts of your learning experience.

The link below gives you an estimate of the possible costs associated with key activities on specific courses. Please bear in mind that these are only estimates of costs based on past student experience and feedback. The actual costs could vary considerably (either greater or lower than these estimates) depending on your choices as you progress through the course.

All our students are provided with 100 free pages of printing each year to a maximum total value of £15.

Find additional costs for your course

Your personal statement

Your personal statement is a highly important part of your application. It gives you a crucial opportunity to say why you’re applying and why the institution should accept you.

Here are the key areas you’ll need to address:

Course choice

Why does this course appeal? What areas are of particular interest?

Career plans

If you have a specific career in mind, say how your chosen course will help you pursue this goal.

Work experience

Mention any work that is relevant to your subject, highlighting the skills and experience gained.

School or college experience

Highlight skills gained at school/college, eg summer schools or mentoring activities.

Non-accredited skills or achievement

eg Duke of Edinburgh Award, Young Enterprise scheme.

You should also mention your future plans – if you’re planning to take a year out, don't forget to give your reasons. Talk about any subjects you’re studying that don’t have a formal assessment and any sponsorships or placements you’ve applied for. And don't be scared to add in details about your social, sports or leisure interests.

Get more information on writing personal statements.

Dean's scholarships

We welcome students from around the world to study one of these exciting and innovative MA programmes. Special Dean's Scholarships are available to outstanding international students who are offered and accept our offer on one of these programmes each year. They are granted at enrolment in the form of fee reduction.

The scholarship for this programme is £2,000.

This course is not available part-time

If you're unable to use the online form for any reason, you can complete our pdf application form instead.

Got any questions?

Search our Frequently Asked Questions for a range of information about our courses and studying here.

Financial Support

We offer further information on possible postgraduate financial support. This includes the type of loans, grants and scholarships available both from the government and from Birmingham City University.

Did you know that you will soon be able to apply for a postgraduate loan of up to £10,000 for some courses and options?

Postgraduate loans

Stage 1: Postgraduate Certificate

Modules include:
Managing People

The module provides a starting point and rounded view of management and human resource management. You’ll self-manage your studies with a view to developing personal development plans to enhance your management practice. The module takes a view of management and HR management across a range of organisational structures, industries and cultures of practice from a global perspective.

Strategic Marketing

The module is an introduction to the management of the marketing function. Firstly, it establishes the centrality of a marketing orientation as a cornerstone of successful business. Secondly, it demonstrates how marketing activity impacts on and interacts with the other functions of a business. Thirdly, it provides a firm foundation for the subsequent pathway modules, contributing to the core vision of the programme.

Global Advertising and Integrated Marketing Communication

The module considers how advertising, sponsorship and branded content have become the most significant revenue streams across all media formats. The module further considers how this highly creative industry is constantly evolving as it monetises opportunities across digital channels.

You’ll examine the transformation of the advertising sector with the rise of digital media and changing consumer behaviours, examining new finance models and the shift towards highly tailored, directed marketing approaches.

Stage 2: Postgraduate Diploma

Modules include:
Managerial Finance

This module develops an understanding of the main financial objective of the firm and the constraints from other parts of an organisation that impact on that objective. It provides a strong basis for further study and equips you with contemporary international accounting knowledge, practices and theory.

Global Business Strategy

This module is an introduction to the management of the marketing function. Firstly, it establishes the centrality of a Marketing Orientation as a cornerstone of successful business.

Secondly, it demonstrates how marketing activity impacts on and interacts with the other functions of a business. Thirdly, it provides a firm foundation for the subsequent MA study, contributing to the core vision of the course.

Managing Advertising Campaigns

This module considers how the fragmentation of the media sector has resulted in a greater emphasis on performance-based advertising models, as well as an increased consumer control on what and how material is viewed. Within this new environment, it’s vital for advertisers/media managers to truly understand media consumers, as it is for brands to understand their audiences.

The module explores the process models of developing and managing an advertising campaign, from a planning and management perspective, placing particular emphasis on the vital establishment/discovery phase which determines business and customer motivations and requirements.

Communication Strategy

This module explores the development, management and roll-out of a communication strategy, the importance of maintaining consistency in brand message and values, and the role of social media platforms in business and marketing communications.

You’ll examine the importance of content, managing the content generation process and the impact / influence of social, user-generated content and communities. You’ll build on your analytical and practical skills to define and generate content for a communications strategy, and subsequently for evaluating results and impact.

You’ll explore topics around the nature of media research, the principles and philosophy that inform good research practice, and practical exercises that help you to build your skills of conducting a viable media research project.

Stage 3: Masters

Research Project and Proposal

You’ll complete a research project, where you’ll investigate and write about a topic in which you have a long-held interest, as well as supplying a research proposal detailing your aims.

Subject-specific modules for this course include global advertising and integrated marketing communication, managing advertising campaigns, communication strategy, research methods and the major research project, where you’ll explore in detail and supply a thorough research proposal.

Theoretical concepts will be delivered in a lecture, followed by smaller group seminars based on case study analysis. Short, post-lesson ‘fact’ tests will be made available on the online learning environment, Moodle, with discussion and interactive sessions to encourage you to critically examine key elements of business and management.

Trips and visits

You can expect to undertake course-related trips during your studies, with external professionals also visiting as guest speakers to the course.

Enhancing employability skills

The course is designed for professionals wanting to study advertising in a global business context, or for students who want to progress into a strategic business or managerial role. Roles you could move into include media planning, account management, marketing management, and communication and PR advising.

Postgraduates earn an average £9,000 more per year than those with just undergraduate degrees*. A postgraduate qualification can really help you stand out from the crowd in today’s competitive job market. By becoming a specialist in your field, you’ll have the chance to advance thinking in that subject and lead, rather than follow, the latest developments.

* The Sutton Trust, 2015.


Industry interventions in the MA are encouraged, with visiting speakers from a wide range of media careers regularly addressing the course.

More about our placement opportunities...


OpportUNIty Student Ambassador

OpportUNIty: Student Jobs on Campus ensures that our students are given a first opportunity to fill many part-time temporary positions within the University. This allows you to work while you study with us, fitting the job around your course commitments. By taking part in the scheme, you will gain valuable experiences and employability skills, enhancing your prospects in the job market.

It will also allow you to become more involved in University life by delivering, leading and supporting many aspects of the learning experience, from administration to research and mentoring roles.


Potential roles include:

  • Media planners
  • Account managers or executives
  • Marketing managers
  • Communications and PR advisors or managers.

International Students

Birmingham City University is a vibrant and multicultural university in the heart of a modern and diverse city. We welcome many international students every year – there are currently students from more than 80 countries among our student community.

The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.

Our international pages contain a wealth of information for international students who are considering applying to study here, including:

Further Information

Programme brochure

Download our brochure in English or Chinese:

PG Framework in English

PG Framework in Chinese

Birmingham City University International College (BCUIC)

International students who have a serious interest in studying with us but who perhaps cannot meet the direct entry requirements, academic or English, or who have been out of education for some time, can enter Birmingham City University International College (BCUIC) and begin their degree studies.


BCUIC is part of the global Navitas Group, an internationally recognised education provider, and the partnership allows students to access the University’s facilities and services and move seamlessly through to achieving a Bachelor’s degree from Birmingham City University.

Learn more about BCUIC

Parkside and Curzon Buildings

Our Facilities

When you join Birmingham City University, the first thing you will notice is the high standard of our campuses. With an investment of £260 million across our buildings and facilities, we are committed to giving you the very best learning environment to help shape your experience.

Birmingham School of Media is recognised as a key centre of excellence in interactive media training, television production and education by Creative SkillSet, the UK Sector Skills Council for the audio visual industries.

State-of-the-art facilities

You will learn in our state-of-the-art facilities - including the £62m fully-digital Media Centre - located on the City Centre Campus. You will enjoy access to extensive studio and workshop space including four TV studios, six radio studios and broadcast-standard edit suites, as well as cutting-edge equipment and software.

Facilities include the largest TV floor of any university in the UK, a ‘green screen’ and the MILO motion control camera - we are one of just two universities in Europe to offer MILO technology.

Our four broadcast-standard edit suites are based on the industry-standard Avid editing system, used in almost all films and the majority of UK television. Two of the suites are specialised for Audio Finishing and Colour Grading. Our six digital radio studios are all linked an equipped with the best news and production software.

You will have access to our full broadcast-standard dubbing suites, which are based on a multi-layered ProTools desk and can dub both film and TV with up to 120 simultaneous sound sources. We also have an ADR (Additional Dialogue Recording) booth and the ability to record Foley (additional live sound).

The Parkside Building

The Parkside Building has been designed to maximise light and encourage collaboration between artists and students. It is the perfect setting for the workshops and teaching spaces of our design courses, as well as the state-of-the-art media centre for the advanced teaching facilities of Birmingham School of Media.

All this ensures that The Parkside Building offers a first class learning environment and a true central location for students in Birmingham City Centre.

Mike Villiers-Stuart

Senior Lecturer in Future Media and Digital Communication

Mike started his broadcasting career in 1983 as a journalist in cable TV newsrooms and progressed to becoming a news Producer/Director before moving into broadcast TV as a Network Director for Thames Television and Producer for the BBC.

In 1990, Mike joined the BBC team responsible for branding and promoting the corporation globally winning international awards, including BAFTA and D&AD Gold for on-air and off-air marketing and promotions campaigns.

Oliver Williams

NTI Birmingham Associate Director

Oliver is Associate Director at the New Technology Institute (NTI), an industry-facing school within Birmingham School of Media that specialises in developing industry-led academic courses. He is also the Studio Director for Gamer Camp, a Masters-level video game development programme.

Oliver’s 16-year career spans product development, project management, software development, marketing, management and solution selling. He is an expert in project managing complex interactive media products.

Dr Nicolò Gallio

Visiting Lecturer

Nicolò holds a PhD in Film Studies from the University of Bologna. As a researcher, his main interests are related to the impact of digital media on the film industry and include audio-visual narratives, transmedia storytelling, marketing and fandom, as well as crowdsourcing and crowdfunding – topics on which he has extensively written.

As a consultant and alumnus of the TorinoFilmLab he runs international workshops and masterclasses focused on Audience Design for independent and art-house films. He has a background in PR and media relations and over eight years of freelance and agency experience producing content for a wide range of cultural and creative industries, offline and online media outlets.

Yemisi Akinbobola

Dr Yemisi Akinbobola

Visiting Lecturer

Yemisi is originally from Ondo State, Nigeria and is a freelance writer for the United Nations Africa Renewal magazine, and founder and editor-in-chief of IQ4News, a collaborative platform for news about Africa, which publishes reports from professional journalists alongside those of citizen journalists, journalism students, bloggers and field experts. Yemisi holds a PhD in Media from Birmingham City University, where she now contributes her expertise as a visiting lecturer.

UK prospective students:

UK enquiry form

+44 (0)121 331 5595

EU / International prospective students:

International enquiry form

+44 (0)121 331 5389

Already applied?

Email the applications team

+44 (0)121 331 6295