Promotional Media MA

Course overview

Unlock creative and collaborative careers as you explore the role of promotional media and communication in society, culture and the economy.

Promotion is fundamental to modern society. From marketing products and services to raising funds for charities, promotional culture is everywhere. It spans distinctive yet intertwined areas such as public relations, marketing communication, advertising, and branding.

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

Your studies will help equip you with the critical, creative and strategic skills valued by employers in the media. For instance, you’ll critically examine the ethics of those who shape the culture of promotion activities, such as PR, marketing communication, and branding. And you’ll closely examine the social impacts of promotional communication on areas as diverse as journalism, the music industry and political comms.

Why study at Leeds

• Strong industry connections: Our school collaborates with the likes of the BBC, Ofcom, UK Government and European Commission to understand challenges and inform policy – partnerships and expertise that directly inform your teaching. 
• Fully equipped facilities: The School of Media and Communication is home to a 58-seat cinema, 80 editing bays, a cutting-edge TV studio and an extensive equipment loan service. You’ll also have access to Helix, the University's learning innovation hub for students, staff, and the local community. 
• Guaranteed industry experience: While studying at Leeds, you’ll have the chance to work with clients and gain consultancy experience as part of a 2-week online Global Industry Programme. 
• Learn and live in a key media city: From Channel 4’s national headquarters to a vibrant PR scene, Leeds is a northern powerhouse.  Leeds and Bradford continue to lead in promoting the media too, providing a learning environment full of opportunity.  
• Close to world‑class institutions: Bradford is home to the National Science and Media Museum and the National New Media Collection, giving you direct access to significant film and digital culture archives.  
• Excellent prospects: Graduate from one of the universities most targeted by the UK’s top employers (High Fliers, The Graduate Market Report 2026). 

Course details and modules

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

You’ll need a bachelor degree with a 2:1 (hons) or equivalent qualification, preferably in a promotional media and communications related degree specialising in one of the following subjects indicated under 'Promotional Media related subjects'.

We will also consider applicants with relevant experience, an interest in promotional media and communications, or coming from an area of expertise to which promotional media and communications is complementary such as the ones listed under ‘Other areas’.

We welcome applicants from a diverse range of subject disciplines so please do not hesitate to apply if your subject is not listed.

All applicants will be required to respond to the questions in the supporting statement section of the online application form to explain why you wish to study this particular course and your career plans. Relevant professional experience may also be considered. We may request additional documentation to inform our decision.

Promotional Media related subjects

• Media-related courses (theory focused)
• Communication studies
• Cultural studies

Other Areas

• International relations
• Literature
• Politics
• Public relations
• Sociology
• Marketing
• Business management
• Advertising
• Communications
• Digital media
• Journalism
• Public administration
• Psychology
• Consumer behaviour
• Design
• Creative industries
• Political science

International

Our admissions team are experienced in considering a wide range of international qualifications. If you wish to discuss whether your qualifications will meet the necessary entry criteria, contact the School’s admissions team.

You can also check the accepted qualifications for your country or region.

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 and our 10 week online pre-sessional. 

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

How to apply

Please see our How to Apply page for information about application deadlines

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 intend to apply for funding, we advise you to submit an application for your chosen course as early as possible and at least one month before any scholarship deadline.

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

Documents and information you'll need

• A copy of your degree certificate and transcripts, or a partial transcript if you’re still studying (please submit an official English translation where the original is not in English)
• Your approved English Language test* (if applicable)
• A personal statement in response to the questions asked in the supporting statement section of the application form
• A full up-to-date CV
• Any previous UK CAS, visa and BRP documents if you’re an international applicant who has previously studied in the UK on a Tier 4/ Student Visa

* Applicants who have not yet completed an approved English language test may apply for a Masters course prior to taking a test.

Personal Statement Requirements

Please summarise your reasons for applying to this particular programme of study. Your response can include details of your previous study/work experience relevant to the programme and career ambitions. Your response can provide us with important information on your suitability for the course, so please complete carefully.

Please explain why you have chosen to apply for this Masters course at the University of Leeds by answering the following questions in separate numbered paragraphs:

• What areas of this course particularly interest you and why? Have you studied these before? Please explain your reasons for applying to this particular Masters course
• Why do you want to study this course at Leeds? Please comment on aspects such as available resources at the University and in the city, research specialisms within the school or academics you would like to work with.
• What potential themes have you considered for dissertation research?
• How will studying for this course help you to achieve your longer term goals?
• Why do you see this course as a particularly valuable subject to study?
• What skills and experience do you have that have prepared you for this course? You may like to give details of any final year work/projects you have previously undertaken, relevant work experience etc.

Relevant work experience might include: advertising; marketing communications; public relations; branding; social media management; corporate communications; digital marketing; copywriting; campaign management; event promotion; influencer marketing; market research; research assistance.

Next Steps

Where further information to support the assessment of your application is needed, we may ask for a recent sample of written work.

We do not generally request references, unless further information is required to support the assessment of your application.

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 2026

This course is taught by

School of Media and Communication

Contact us

Postgraduate Admissions Team

Email: mediapg@leeds.ac.uk

Fees

UK: £12,500 (Total)

International: £29,500 (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.

Scholarships are also available to help fund your Masters. Find out more and check your eligibility below: 

• Scholarships for International students 
• Scholarships and funding for UK students
• Your subject area may also offer scholarships

Career opportunities

This rigorous, academic Masters gives you deep insight into the construction, influence, and impact of promotional media across a range of contexts.

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

What this means is that, through the course of your studies, you’ll sharpen your creative and critical skills. As a result, you’ll be primed to enter impactful roles that combine imagination, collaboration and strategy.

Where this degree could take you

Graduates of this course have gone on to succeed in sectors and roles across the media, including:

• digital marketing
• advertising
• branding
• public relations
• journalism
• in-house media roles within the likes of finance, non-profit, and legal

This Masters degree is also an ideal foundation for a PhD. Many of our graduates have pursued careers in digital media research or academia, both in the UK and around the world.

As a postgraduate student at Leeds, you can access comprehensive research training, including workshops on writing research proposals and grant applications.

Learn more about the careers our students have pursued – read alumni profiles from the School of Media and Communication.

Careers support

As a Promotional Media MA student at the University of Leeds, you’ll benefit from a comprehensive careers support network through the School of Media and Communication and the Faculty of Arts, Humanities and Cultures.

At Leeds, we help you to prepare for your future from day one – just one of the reasons our graduates are so sought after by employers.

In addition to dedicated employability and career support, the school also organises several career development workshops, guest speaker events, and careers fairs throughout the year. These opportunities will allow you to develop new skills, enhance your career prospects and network with prospective employers.

In addition to the school-specific careers support, you’ll also have access to the University’s award-winning Careers Service. It offers one-to-one appointments, advice on starting your own business, careers events, mentoring schemes and support with your CV, applications and interviews.

• Dedicated Employability Team – meet with our qualified careers consultants and specialist employability and placements officers, on hand to help you choose the right path and develop the skills to get there. They can support with CV and cover letter writing, LinkedIn profile building, mock interviews and navigating AI: get confident with tailored advice and techniques.  
• Employability and networking events – we run a full range of events, including careers fairs and industry talks in specialist areas and across broader industries, with employers who are actively recruiting for roles, giving you the opportunity to network and engage with industry sponsors. Upon graduation, you’ll become a part of the University’s alumni network, further extending your professional reach. 
• Employability skills training – to support your success in the workplace, we embed training in a range of key transferable skills valued by employers in all our programmes. 
• MyCareer system – on your course and after you graduate, you’ll have access to a dedicated careers portal where you can book appointments with our team, get information on careers and see job vacancies and upcoming events. 
• Opportunities at Leeds — there are plenty of exciting opportunities offered by our Leeds University Union, including volunteering and over 300 clubs and societies to get involved in. 

Work placements and industry experience

Guaranteed industry experience 

The Global Industry Programme gives Masters students a great opportunity to gain real-world experience through live industry projects. 

You’ll connect with leading companies worldwide to work on impactful, hands-on consultancy projects, enhancing your employability skills and enabling you to apply your theoretical knowledge to real business challenges. 

Join the programme and experience the benefits:

• Fully online teaching designed to fit around your studies.
• Opportunities to make professional networks in areas such as digital marketing, business growth, sustainability and funding strategy.
• Gain valuable insight and build consultancy experience with a UK or international organisation, working on a time-limited brief.
• Work as part of a team across disciplines to tackle real business needs.
• Advance your experience and hands-on skills by putting the course teachings into practice.
• Improve your employability prospects.
• Make new friends, build confidence and consider your future.