What Will You Study

This novel MSc is designed to link psychological research skills and knowledge of human behaviour with the domain of advertising. A major feature of the course is that you can opt to undertake your dissertation research via a placement with a commercial organisation involved in developing, using or distributing public media and who have advertising research requirements.

During the course, you will experience both academic and practitioner contributions, and will acquire a firm understanding of issues such as:

How is success predicted by the characteristics of people receiving advertising media as well as the characteristics of those who develop the media? What causes campaigns to fail? How cognitive, social, developmental and neuropsychological factors combine to influence advertising communications, and much more.

You will be well placed for client or agency opportunities in advertising planning, marketing communications, media planning, digital marketing, brand planning, and qualitative research on graduation.

Compulsory modules:

  • Advanced Advertising Theory
  • Psychological Aspects of Advertising
  • Advertising Research Design (Collaborative project with commercial research question)
  • Quantitative Research Methods
  • Qualitative Research Methods
  • Dissertation