Promotional Media MA

Course overview

This course will provide you with an in-depth understanding of the promotional media and communication industries and their role in social, cultural and economic life. You’ll closely examine the social impacts of promotional communication on areas as diverse as journalism, the music industry and political communication.

Promotion has become a fundamental activity in modern society. From the marketing of goods and products to raising funds for a local hospice, promotional culture is everywhere, spanning distinctive yet intertwined areas such as public relations, marketing communication, advertising, branding and others.

But how does promotional communication shape the way we understand the world? Rather than learning promotional communication practices, you’ll critically analyse them and their influence within society from different perspectives.

Throughout the course, you’ll critically examine the ethics of those who play a role in shaping the culture of promotion activities such as PR, marketing communication and branding.

Please refer to the application deadlines.

Course details

This course develops your ability to critically analyse promotional media by examining different promotional practices, and evaluating impacts and implications for individuals, organisations and societies.

You’ll be introduced to key theoretical perspectives and debates regarding promotional culture, consumerism and the media, and you’ll explore local, national and global contexts.

You’ll have the opportunity to tailor the course to suit your interests by choosing optional modules.

Throughout the course, you’ll also be preparing for your dissertation through the Dissertation and Research Methods module. Your dissertation is a major independent research project on a topic of your choice, which you submit at the end of the course.

If you choose to study part-time, you’ll complete the course over two years, instead of one, taking fewer modules each year.

Have a look at some student work produced on this course.

Course structure

The list shown below represents typical modules/components studied and may change from time to time. Read more in our terms and conditions.

For more information and a full list of typical modules available on this course, please read Promotional Media MA Full Time in the course catalogue

For more information and a full list of typical modules available on this course, please read Promotional Media MA Part Time in the course catalogue

Year 1 compulsory modules

Year 1 optional modules (selection of typical options shown below)

Learning and teaching

We use a range of teaching and learning methods, including lectures, group learning and project work, seminars, tutorials and workshops.

Independent study is crucial to this degree, as an opportunity to deepen your knowledge of the subjects introduced in lectures and seminars, and to develop your skills in analysis and research. You can anticipate spending at least 20 hours per week on independent study associated with your modules.

You'll be taught by active researchers in the field of communication and media. The research interests and practice of your tutors inform the content of the course.

On this course, you’ll be taught by our expert academics, from lecturers through to professors. You may also be taught by industry professionals with years of experience, as well as trained postgraduate researchers, connecting you to some of the brightest minds on campus.

Assessment

Assessment methods may vary depending on the modules you choose. They’re likely to include essays, case analyses, group projects and reports. Optional modules may use literature reviews, campaign reports or even video and photography projects.

Applying

Entry requirements

A bachelor degree with a 2:1 (Hons) in one of the following: a (theory focused) media-related course, communication studies, cultural studies, international relations, literature, politics, public relations, or sociology.

Relevant professional experience from an applicant with a degree in a preferred subject may also be considered. We may request additional documentation to inform our decision.

International qualifications

To see equivalent entry requirements for your country, check our international entry requirement directory.

For more information contact the School of Media and Communication admissions team.

Applying from China

Due to the large numbers of applications we receive, we’re only able to offer places to applicants who have attended selected Chinese institutions. With regret, any applications we receive from applicants awarded a qualification in China from an institution that isn’t on this list will be rejected.

English language requirements

IELTS 6.5 overall, with no less than 6.0 in any component. For other English qualifications, read English language equivalent qualifications.

Improve your English

International students who do not meet the English language requirements for this programme may be able to study our postgraduate pre-sessional English course, to help improve your English language level.

This pre-sessional course is designed with a progression route to your degree programme and you’ll learn academic English in the context of your subject area. To find out more, read Language for Communication and Society (6 weeks) and Language for Social Science and Arts: Communication and Society (10 weeks).

We also offer online pre-sessionals alongside our on-campus pre-sessionals. Find out more about our six week online pre-sessional.

You can also study pre-sessionals for longer periods – read about our postgraduate pre-sessional English courses.

How to apply

The ‘Apply’ link at the top of this page will take you to information on applying for taught programmes and to the University's online application system.

If you're unsure about the application process, contact the admissions team for help.

Documents and information you need:

• your degree certificate and transcripts, or a partial transcript if you’re still studying

• your most recent CV

• evidence of your English language qualifications, If English is not your first language.

We do not require a personal statement from you, unless the School sends you a request for this information.

Read about visas, immigration and other information in International students. We recommend that international students apply as early as possible to ensure that they have time to apply for their visa.

Admissions policy

University of Leeds Admissions Policy 2025

This course is taught by

School of Media and Communication

Contact us

Postgraduate Admissions Team

Email: mediapg@leeds.ac.uk
Telephone:

Fees

UK: £12,500 (Total)

International: £29,000 (Total)

For fees information for international taught postgraduate students, read Masters fees.

Read more about paying fees and charges.

Part-time fees
Fees for part-time courses are normally calculated based on the number of credits you study in a year compared to the equivalent full-time course. For example, if you study half the course credits in a year, you will pay half the full-time course fees for that year.

Additional cost information

There may be additional costs related to your course or programme of study, or related to being a student at the University of Leeds. Read more on our living costs and budgeting page.

Scholarships and financial support

If you have the talent and drive, we want you to be able to study with us, whatever your financial circumstances. There may be help for students in the form of loans and non-repayable grants from the University and from the government.  Find out more at Masters funding overview.

Head of School Masters Scholarships

We offer scholarships to applicants holding an offer to study a Masters at the School of Media and Communication in the form of tuition fee waivers.

To find out how to apply and to see all funding opportunities, visit our scholarship and funding opportunities page.

Career opportunities

This isn't a practical training course, but it gives you a real insight into the construction, influence and impact of promotional media in a range of contexts.

You’ll acquire or refine high-level skills in areas such as research, critical analysis, interpretation and oral and written communication, as well as having good cultural, political and critical awareness.

You’ll be well prepared for a career in promotional media in a wide range of sectors, working in-house for large or small organisations or in an agency context. There are also opportunities for promotional media professionals in specialist sectors such as finance or the non-profit sector.

You’ll also be equipped to continue with further research at PhD level and pursue an academic career.

Careers support

We encourage you to prepare for your career from day one. That’s one of the reasons Leeds graduates are so sought after by employers.

The Careers Centre and staff in your faculty provide a range of help and advice to help you plan your career and make well-informed decisions along the way, even after you graduate. Find out more about Careers support.