Goldsmiths, University of London
Promotional Media: Public Relations, Advertising and Marketing MA
Goldsmiths, University of London

Course modalities offered

Key Course Facts

Course Description

The MA Promotional Media explores the impact of digital platformisation and automation on promotional professions, skills and techniques

You will explore the convergence between public relations, advertising, and marketing roles, as well as hybridised fields such as digital marketing, social media management and UX/UI design. This MA isn’t about studying ads or press coverage, but about becoming a professional who can cross-examine and critique the power dynamics between promotional professions, their client-organisations and today’s platformised media landscape.

At its core, this masters looks at how you can better serve society by improving communications across the promotional disciplines, and how public relations (PR), advertising, and marketing professionals can best develop within a challenging digital world. You’ll learn how to reflect on contemporary intellectual theories – including digital media studies, sociology, feminist theory and algorithmic culture – and apply them to workplace realities so you plan the next decade of your career.

The questions we explore We want you to understand the existing power struggles between traditional and emerging promotional professions, therefore, this programme will look at public relations, advertising, and marketing as inter-related disciplines, drawing on theoretical and professional debates around industry issues as they happen. You will explore, for example, the implications of digital platformisation on the increasingly data-driven nature of promotional work, including the use of Artificial Intelligence and automation, among other topics. You’ll also examine current industry expectations and trends, and look at the crossovers between digital skills, creativity, management, and strategy.

The processes we use This is a theory-based programme, but you’ll have many practice-based options in subjects from different departments; from online news reporting and social media campaigning, to film making fundamentals or design methods, to consumer behaviour or marketing strategy. You'll also get the latest insights from industry professionals across PR, advertising and, marketing through our visiting speaker series. Recent industry guests have discussed: earned vs paid media, transmedia storytelling, programmatic advertising, SEO analytics, and social media community management. We periodically host public seminars such as Critical Perspectives on Promotional Cultures, with prestigious academic speakers from around the UK. You will also be encouraged to attend the Department’s Media Forum, which covers everything from Why Local Journalism Matters, to Reporting Africa.

The approach we take Note that this isn’t a business studies-style MA. It’s a rigorous, academic programme, which investigates promotional workers, their workplace experiences, and their use of media in today’s campaigns and debates.

Our compulsory modules apply fields such as sociology, anthropology, feminist studies, digital media and digital cultural studies to public relations, advertising and marketing, exploring how these and other promotional professions work together, where they overlap, and where the tensions lie.

You also have the freedom to choose optional modules from across theory and practice in different departments.

You will be assessed primarily through coursework essays and written projects. Both compulsory modules include group presentations, including the opportunity to develop a promotional campaign. Practical modules may require audiovisual elements to be submitted. This MA will also include a dissertation of approximately 12,000 words.

Entry Requirements / Admissions

Requirements for international students / English requirements

IELTS academic test score (similar tests may be accepted as well)

    • 6.5
    • Graduate Degrees
    • (minimum 6.0 in Writing)
    • 6.5
    • Undergraduate Degrees
    • (minimum 6.0 in Writing)
Do you not fulfill the minimum requirements in terms of UCAS score, A levels, or English language requirements?
Get advice on which foundation courses are best for you to still be able to join Promotional Media: Public Relations, Advertising and Marketing, MA.

You should have (or expect to be awarded) an undergraduate degree of at least upper second class standard in a relevant/related subject. You might also be considered if you aren’t a graduate or your degree is in an unrelated field, but have extensive, relevant professional experience in PR, Advertising or Marketing and can show that you have the ability to work at postgraduate level. If English isn’t your first language, you will need an IELTS score (or equivalent English language qualification) of 6.5 with a 6.5 in writing and no element lower than 6.0 to study this programme.


Average student cost of living in London

Rent £518
Water, gas electricity, internet (at home) £50
Supermarket shopping £81
Clothing £35
Eating out £33
Alcohol £27
Takeaways / food deliveries £30
Going out / entertainment (excl.alcohol, food) £24
Holidays and weekend trips £78
Transport within city £17
Self-care / sports £20
Stationary / books £13
Mobile phone / internet £13
Cable TV / streaming £7
Insurance £51
Other £95
Average student cost of living £1092

London costs approx 34% more than average, mainly due to rent being 67% higher than average of other cities. For students staying in student halls, costs of water, gas, electricity, wifi are generally included in the rental. Students in smaller cities where accommodation is in walking/biking distance transport costs tend to be significantly smaller.

University Rankings

Positions of Goldsmiths, University of London in top UK and global rankings.

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About Goldsmiths, University of London

Founded in 1891, Goldsmiths, University of London, is located in the South-Eastern area of London known as New Cross. The facilities are impressive at this university, providing students with Art, TV, and Radio studios, as well as a host of other resources aimed at optimising the experience for students on any of their courses. With Goldsmith’s exceptionally active event calendar, making new connections is easy, giving learners a way to socialise without even having to step foot off campus.

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Where is this programme taught

Goldsmiths, University of London
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