| Program start date | Application deadline |
| 2025-09-01 | - |
Program Overview
Global Advertising and Branding (MA)
About this course
Develop in-depth knowledge of the global advertising and branding industry and find out how to run your own campaigns on this practical, industry-focused master’s degree. Learn from academics who are active in research and have a wealth of experience and connections in the sector. Explore creative problem-solving techniques that will prepare you for success in your chosen career.
This MA in global advertising and branding is ideal if you want to oversee the advertising process or brand strategy at a creative agency or client company.
On this UK course you’ll learn the theory and practice of advertising and brand management, and critically examine the latest industry issues. These includes celebrity endorsement, the use of social media, and the impact of technology.
You’ll develop essential practical skills, including how to:
- make a pitch
- identify a target audience
- build a creative strategy
- create a brief
- evaluate a campaign
Optional modules on everything from creative thinking to entrepreneurship will give you the freedom to personalise the course to match your career plans or research interests.
Course highlights include:
- a group project to devise a campaign in response to a brief from a real business
- a competitive advertising agency simulation exercise, where you'll develop and pitch ideas
- field trips to locations where you can see the real-world impact of advertising and branding
- guest lectures by industry professionals
- a research project and critical paper on a topic of your choice
We put a strong emphasis on employability throughout, to make sure you graduate with both professional and academic skills.
Course lead
Your course leader is Dr Nik Mahon, Principal Teaching Fellow at Winchester School of Art. His subject areas include advertising, art direction, corporate identity and design, creativity and idea generation. Read Dr Mahon’s staff profile to find out more about his work.
Learn more about this subject area
Art, design and fashion
Winchester School of Art offers a wide range of courses, whether you're inspired by fine art, games design, graphic communication or fashion and textiles.
Course location
This course is based at Winchester.
Awarding body
This qualification is awarded by the University of Southampton.
Download the Course Description Document
The Course Description Document details your course overview, your course structure and how your course is taught and assessed.
Entry requirements
You'll need a 2:1 degree or equivalent international qualification.
English language requirements
If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:
- overall score: 6.5
- reading: 6.0
- writing: 6.0
- speaking: 6.0
- listening: 6.0
If you do not meet the English language requirements through a test or qualification, you may be able to meet them by completing one of our pre-sessional English programmes before your course starts.
If you don’t meet the English language requirements, you can achieve the level you need by completing a pre-sessional English programme before you start your course.
Pre-masters
If you don’t meet the academic requirements, you can complete a pre-master's programme through our partnership with OnCampus. Learn more about the programmes available.
Recognition of professional experience
If you don't have the exact entry requirements, but you have significant work experience in this sector we’ll assess your relevant professional experience, your subject knowledge and your aptitude for learning.
Your application will be considered on individual merit and you may be asked to attend an interview.
Got a question?
Please contact us if you're not sure you have the right experience or qualifications to get onto this course.
Course structure
This full-time master's course runs for 12 months.
For the first 8 months (semesters 1 and 2), you'll study the taught part of your course. Then for the last 4 months, you'll work on your final project.
Across both semester 1 and 2, you'll explore 3 key themes, all of which combine to provide you with a comprehensive understanding of global advertising and branding.
Theme 1: Investigating the Language of Advertising and Branding
Explore how advertising agencies use language to create campaigns.
You'll examine case studies and learn about psychological techniques that influence customers and build strong brand connections.
Theme 2: Managing the Advertising Process
Learn how advertising is planned, produced and managed.
This includes understanding the relationships between brands and agencies. You'll apply concepts through simulated client briefs and agency pitches.
Theme 3: Developing and Evaluating Your Skills
Reflect on and assess your own skills to support your academic performance and career development.
This theme helps you build transferable skills and increase your employability.
Optional modules
In addition to the modules specific to this course, you will choose an optional module from a range of subjects available to all postgraduate students at Winchester School of Art.
Final Project
After the taught modules, you'll complete a final project on an advertising or branding topic of your choice. Using published sources, you'll write a critical paper that analyses data, research and expert opinions related to your chosen subject.
Modules
The modules outlined provide examples of what you can expect to learn on this degree course based on recent academic teaching. As a research-led University, we undertake a continuous review of our course to ensure quality enhancement and to manage our resources. The precise modules available to you in future years may vary depending on staff availability and research interests, new topics of study, timetabling and student demand. Find out why, when and how we might make changes.
For entry in academic year 2025 to 2026
Year 1 modules
You must study the following modules:
Advertising and Branding Theory
This module sets out a theoretical framework of advertising and branding which will underpin the other modules on the programme. You will examine current issues and debates and key principles of contemporary global advertising and branding. Drawing on the...
Advertising and Branding in Action
This module builds on the Advertising & Branding Theory module in semester 1 where the fundamentals of global advertising and branding are introduced and discussed. In Advertising & Branding Practice you will work to live briefs acting in agency or in-hou...
Final Project: Critical Paper
On this module you will put into practice the research and analytical skills that you have learned on the programme. Focusing on a contemporary advertising and branding issue, you will investigate this issue thoroughly, to prepare a critical paper, review...
Professional and Academic Skills
The module is informed by developments within the advertising industry, organisations and agencies. You will develop a range of professional knowledge and skills, together with self-awareness and personal development appropriate to a range of creative, ad...
Research Proposal
This module sets out the programme’s focus on a deeper engagement with academic and professional skills to support the preparation for your Final Project. You will explore research methods and approaches to be able to create worthwhile research design. ...
The Advertising Process
This module sets out to introduce you to the advertising process from initial client briefing, through to the generation of ideas and concepts in response to that brief and concluding with the presentation of those solutions to the client in a manner that...
You must also choose from the following modules:
Experimental Publishing
The consideration of what publishing actual means today remains a relevant question for any creative practitioner. Over the past few years we have seen a huge rise in self-publishing, print on-demand services, tweeting and social media, from post-digital ...
Exploring the Visual Language of Display
The module provides thematic examples of the theories and practices of visual presentation and display explored through interdisciplinary and critical contexts appropriate to the MA pathways. It offers a number of critical “tools”, enhanced through refere...
Professional / Collaborative Projects
In this module, students gain first-hand experience of professional work in the arts. The module adopts a DIY ethos, which has been fundamental to the development of the visual arts in the UK, through artist collectives, collaborative studio provision and...
Visual Culture
We live in a world that is saturated by images, from the far reaches of space to the sub-atomic level and just about everything in between. Images seem to have a special power in our lives, playing a part in the constructions of who and what we are and t...
Learning and assessment
The learning activities for this course include:
- lectures
- seminars
- tutorials
- case study analysis
- guest speaker presentations
- study visits
- independent study
We’ll assess you through:
- written assignments for each module
- final project research proposal
- final project
For your final project, you’ll conduct independent research on a topic of your choice.
You'll present your findings in a 10,000-word critical paper, designed to show your research skills and in-depth subject knowledge. Previous students have investigated issues such as:
- how global brands adapt to local cultures
- the use of celebrities in advertising
- managing creativity in advertising
- technological trends in advertising
- advertising in games
Academic Support
We'll assign you a personal academic tutor, and you'll have access to a senior tutor.
Careers and employability
The employability and enterprise skills you'll gain from this course are reflected in the Southampton skills model. When you join us you'll be able to use our skills model to track, plan, and benefit your career development and progress.
Download skills overview
Work experience opportunities
Choosing to do work experience is a great way to enhance your employability, build valuable networks, and evidence your potential. Learn about the different work and industry experience options at Southampton.
Read more
Careers services and support
We are a top 20 UK university for employability (QS Graduate Employability Rankings 2022). Our Careers, Employability and Student Enterprise team will support you. This support includes:
- work experience schemes
- CV and interview skills and workshops
- networking events
- careers fairs attended by top employers
- a wealth of volunteering opportunities
- study abroad and summer school opportunities
We have a vibrant entrepreneurship culture and our dedicated start-up supporter, Futureworlds, is open to every student.
Your career ideas and graduate job opportunities may change while you're at university. So it is important to take time to regularly reflect on your goals, speak to people in industry and seek advice and up-to-date information from Careers, Employability and Student Enterprise professionals at the University.
More about careers support
Fees, costs and funding
Tuition fees
Fees for a year's study:
- UK students pay £9,250.
- EU and international students pay £30,300.
Check fees for other versions of this course.
Deposit
If you're an international student on a full-time course, we'll ask you to pay £2,000 of your tuition fees in advance, as a deposit.
Your offer letter will tell you when this should be paid and provide full terms and conditions.
Find out about exemptions, refunds and how to pay your deposit on our tuition fees for overseas students page.
What your fees pay for
Your tuition fee covers the full cost of tuition and any exams. The fee you pay will remain the same each year from when you start studying this course. This includes if you suspend and return.
Find out how to pay your tuition fees.
Accommodation and living costs, such as travel and food, are not included in your tuition fees. There may also be extra costs for retake and professional exams.
Explore:
- accommodation costs
- living costs
- budgeting advice
- fees, charges and expenses regulations
10% alumni discount
If you’re a graduate of the University of Southampton, you could be eligible for a 10% discount on your postgraduate tuition fees.
Postgraduate Master’s Loans (UK nationals only)
This can help with course fees and living costs while you study a postgraduate master's course. Find out if you're eligible.
Southampton Arts and Humanities Deans Global Talent Scholarship
40 scholarships of £10,000 each are available to international students studying for an undergraduate degree or a postgraduate master’s degree in Arts and Humanities.
Find out more about the Southampton Arts and Humanities Deans Global Talent Scholarship, including eligibility, deadlines and how to apply.
Winchester School of Art Progression Scholarship
This scholarship is available to all eligible UK and international Winchester School of Art graduates who go directly from an undergraduate to a master's degree within the school. You will get either £1500, £2,500 or £3,000 depending on the grade you get for your undergraduate degree.
Learn more about the Winchester School of Art Progression Scholarship.
Other postgraduate funding options
A variety of additional funding options may be available to help you pay for your master’s study. Both from the University and other organisations.
Funding for EU and international students
Find out about funding you could get as an international student.
How to apply
- Use the blue 'apply for this course' button on this page to take you to our postgraduate admissions system.
- Create an account which gives you access to your own application portal.
- Search for the course you want to apply for.
- Complete the application form and upload any supporting documents.
- Pay the £50 application assessment fee, (there are some exemptions, check terms and conditions).
- Submit your application.
For further details of our admission process, read our step by step guide to postgraduate taught applications.
Application deadlines
UK students
The deadline to apply for this course is Tuesday 9 September 2025, midday UK time.
We advise applying early as applications may close before the expected deadline if places are filled.
International students
The deadline to apply for this course is Tuesday 26 August 2025, midday UK time.
We advise applying early as applications may close before the expected deadline if places are filled.
Application assessment fee
We’ll ask you to pay a £50 application assessment fee if you’re applying for a postgraduate taught course.
This is an extra one-off charge which is separate to your tuition fees and is payable per application. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.
If you're a current or former University of Southampton student, or if you’re applying for certain scholarships, you will not need to pay the fee. PGCE applications through GOV.UK and Master of Research (MRes) degree applications are also exempt. Find out if you’re exempt on our terms and conditions page.
Supporting information
When you apply you’ll need to submit a personal statement explaining why you want to take the course.
You’ll need to include information about:
- your knowledge of the subject area
- why you want to study a postgraduate qualification in this course
- how you intend to use your qualification
References are not required for this programme.
Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.
What happens after you apply
You'll be able to track your application through our online Applicant Record System.
We receive a high volume of applications for this course. This means you may not receive a response to your application for up to 12 weeks.
If we offer you a place, you will need to accept the offer within 30 working days. If you do not meet this deadline, we will offer your place to another applicant.
Unfortunately, due to number of applications we receive, we may not be able to give you specific feedback on your application if you are unsuccessful.
Equality and diversity
We treat and select everyone in line with our Equality and Diversity Statement.
Got a question?
Please contact us if you're not sure you have the right experience or qualifications to get onto this course.
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Program Outline
Careers:
Graduates will be equipped for roles including:
- account management and planning
- brand management
- copywriting
- art direction
- social media
- event planning These includes celebrity endorsement, the use of social media, and the impact of technology. You’ll develop essential practical skills, including how to:
- make a pitch
- identify a target audience
- build a creative strategy
- create a brief
- evaluate a campaign Optional modules on everything from creative thinking to entrepreneurship will give you the freedom to personalise the course to match your career plans or research interests. Course highlights include:
- a group project to devise a campaign in response to a brief from a real business
- a week-long competitive marketing exercise using the Markstrat simulation platform
- fieldtrips to locations where you can see the real-world impact of advertising and branding
- guest lectures by industry professionals
- a research project and critical paper on a topic of your choice We put a strong emphasis on employability throughout, to make sure you graduate with both professional and academic skills.
-
Entry Requirements:
You’ll need a 2:1 degree in a relevant subject, such as:
- advertising
- business
- communication
- HR
- journalism
- management
- marketing
- politics
- psychology
- public relations (PR)
- sociology Subject areas that are not suitable are:
- architecture
- broadcasting and hosting
- business English
- commerce
- computer science
- drama
- engineering
- finance
- fine art
- international economy and trade
- languages or linguistics
- law
- mathematics
- natural sciences
- music
- performance arts
- sciences
- statistics
- theatre You'll need all of the following scores as a minimum: | IELTS score requirements | |---|---| | overall score | 6.5 | | reading | 6.0 | | writing | 6.0 | | speaking | 6.0 | | listening | 6.0 | We accept other English language tests.
