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Communication, Advertising and Marketing - BSc (Hons) - Video

CAM: A unique approach to studying advertising, marketing, public relations and digital media in a vibrant School of Communication & Media.

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Graduates from this course have gained employment with a wide range of organisations

  • A.V Browne
  • Action Cancer
  • Arts Council of Northern Ireland
  • Blue Cube Interactive
  • Irish News
  • Hastings Hotels
  • Google

Graduates from this course are employed in many different roles

  • Account Executive
  • Communications Officer
  • Digital Marketing Officer
  • Marketing Manager
  • Social Media Manager
  • Advertising executive
  • Public Relations Officer

Overview

Important notice – campus change This course will move to the Belfast campus.  Students will change campus part way through this course. Find out more

In this section

CAM: A unique approach to studying advertising, marketing, public relations and digital media in a vibrant School of Communication & Media.

Summary

Established in 1990 and evolving in tandem with industry developments and new and emerging technologies, the BSc Hons Communication, Advertising and Marketing degree uniquely combines the study of advertising and marketing within a School of Communication & Media. This programme has been developed in collaboration with professionals and you will gain a solid grounding in communication theory and practice which is then practically applied in organisational contexts as the course progresses.

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About this course

In this section

About

The broad aim of the CAM degree is to develop an understanding of the theoretical and empirical basis of communication and to help you make use of this information in developing a detailed awareness and insight into particular professional communication contexts. More specifically, you will: develop a practical awareness of the business context within which the communications industry operates; develop a working knowledge of advertising, public relations and marketing practice; develop a critical awareness of a range of methods of communication research; acquire knowledge and understanding of interpersonal communication; acquire knowledge and understanding of the role of language, both spoken and written; explore the implications of ongoing developments in digital communication for both communication theory and practice.

You will also be given the opportunity to develop a range of applied skills including: communication skills; group work skills; organisational skills; design skills; and information technology skills.

The CAM degree is widely recognised and highly regarded by the Communications industry in Northern Ireland. A recent initiative that has been a resounding success is the Publicity Association of Northern Ireland (PANI) Advertising Student Workshop competition. The workshop allows CAM students to work with Graphic Design students to respond to an advertising brief and to create a winning ad campaign. Students work in teams of around six and are assigned a mentor agency. Six advertising agencies come on board, representing the most prominent advertising professionals in Northern Ireland. The CAM course team hopes that PANI will continue to support this tremendously valuable initiative.

Another important feature of the course is the option to undertake a work placement in third year, although the course can be completed in three years.

Associate awards

Diploma in Professional Practice DPP

Diploma in International Academic Studies DIAS

Diploma in Professional Practice International DPPI

Find out more about placement awards

Attendance

Classroom time varies across the three taught years and across modules but you will study three modules per semester and each module will typically involve a lecture and seminar and/or lab based tutorial. As such, time spent in the classroom could be typically between 12 and 20 hours per week, spread across 3 or 4 days. However, much more time is expected to be spent on reading and assignment preparation.

Start dates

  • September 2018
How to apply

Modules

Here is a guide to the subjects studied on this course.

Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.

In this section

Year one

Communication and Language

Year: 1

The module explores the complex relationship between language and communication, focusing on competing models of communication and the multi-layered multi-faceted nature of meaning in communication involving language. It explores how understanding features of language informs the study of communication and how reflecting on communication aids reflection on the complex nature of language and meaning.

Interpersonal Communication: Skills and Strategies

Year: 1

This module introduces the students to the concept of interpersonal communication as skill and strategy. It introduces the idea of different approaches to communication performance and the importance of context in selecting an appropriate or effective approach. It presents and discusses a series of core communication skills used in interpersonal interaction. The emphasis throughout is on the application of theory to practice and on developing skills of behaviour discrimination, self-awareness, critical analysis and skill enhancement.

Principles of Marketing

Year: 1

This module provides students with an appreciation of the nature, scope and breadth of the principles of marketing. It represents a key underpinning to subsequent marketing related modules within degree programmes.

Advertising

Year: 1

This module presents an introduction to the theory and practice of advertising. It
explores the role of advertising in marketing, the main creative approaches to
advertising and the main media available to advertising as well as providing a
fundamental understanding of the structure and regulatory system of the
advertising industry.

Consumer Behaviour

Year: 1

This module introduces students to the background and development of the discipline of consumer behaviour. It provides a foundation to the more applied subjects of marketing, advertising and digital communication. It provides theoretical and practical knowledge and understanding of the consumer decision making process and the factors that influence choice and highlights implications for marketing and marketing communication strategy.

The Creative PR Professional

Year: 1

This module allows students to study the theory and techniques of creativity and then apply them to a creative project in public relations, advertising, film or other area as agreed. Students will also reflect on the creative process of their creative project.

Communication and Organisations

Year: 1

The module presents students with a range of theoretical and conceptual perspective in organisational communication. It will present students with the main controversies and challenges within the area of organisational communication and how we can develop our understanding of these issues further.

Year two

Advanced Interpersonal Communication

Year: 2

This module extends the study of interpersonal communication by examining advanced interpersonal skills relevant to specific professional contexts. It offers the opportunity to explore underlying theories and concepts, which in turn provides knowledge and understanding of situationally specific communication processes. Behaviour analysis, critical reflection and skill enhancement are the heart of the module. A special feature is the use of CCTV laboratories in the Communication Skills Centre of the University.

Research Methods

Year: 2

This module has been designed to enable students to develop their skills in designing, executing and writing up quantitative and qualitative research projects. It provides an important foundation for the final year Project.

Written Communication for Public Relations and Advertising

Year: 2

Written communication, including the writing process, audience, needs analysis and writing for specific purposes, is a vital part of being an effective communication professional and manager. The module provides students with the knowledge, theoretical appreciation and writing skills to play a productive role within the advertising and public relations industries across a range of sectors, focusing specifically on press releases, speech writing, radio ads and social media.

Digital Media Communication

Year: 2

Developing further prior knowledge of the principles underpinning online digital communication, this module provides students with an appreciation of the importance of strategic alignment of digital media objectives alongside organisational goals. It affords practical understanding of the range of online digital media tools and techniques available to engage with customers and other stakeholders. Through the use of example digital media campaigns students will be able to critically evaluate the characteristics of individual online digital media, and select appropriate tools to plan, develop and evaluate online digital communication campaigns in support of stated objectives.

Design Technology

Year: 2

This module offers the opportunity to develop your knowledge of how designers work. It aims to develop your ability to work with designers and your peers - to brief them efficiently and how to collaborate effectively and maximise your joint resources. it offers hands-on development of your computing skills and understanding of how to improve your visual output and presentation skills.

Marketing Management

Year: 2

Marketing Management is concerned with the company?s interface with its markets and therefore plays a key role in its success. This module provides knowledge and increases understanding of the important concepts, processes and frameworks of marketing management decision making, from both a strategic and operational perspective. It provides opportunities for students to acquire communication skills, problem solving skills, resource management and information technology skills. It provides students with an opportunity to develop an awareness of both the functional and operational role of marketing.

Student exchange programme

Year: 2

This module is optional

This module allows students in second year to study abroad for the first or second semester. Students take the equivalent number of relevant credits offered by the host institution, during their period of study there. Decisions related to what students study in the host institution are taken in conjunction with the host institution adviser and their studies adviser at Ulster.

Year three

Work Placement

Year: 3

This module is optional

Work-based learning provides students with experience of working within the communication field. The placement option is a complement to and extension of the work engaged in at the University and provides the opportunity for each student to apply theory to practice, enhance their employability portfolio and improve their career planning skills and knowledge.

International Academic Studies

Year: 3

This module is optional

This module provides an opportunity to undertake an extended period of study outside in the US under the Study USA programme. Students will develop an enhanced understanding of the academic discipline and its applied contexts whilst generating educational and cultural networks.

Year four

Advanced Advertising

Year: 4

The theory and practice of advertising is constantly evolving and this module affords students the opportunity to keep up to date with these changes. It provides a deeper exploration of the role of creativity in advertising and the changing media landscape within which advertising practitioners are engaged. It equips students with knowledge and skills to challenge academic research and to undertake practical advertising activities.

Dissertation

Year: 4

The project enables students to apply methods and techniques to exending and applying their knowledge and understanding of Communication and allows them to further develop their conceptual, rational and creative thinking within the field of Communication. It incorporates all aspects of completing a research project, from topic selection through to writing up and builds upon research skills acquired in Years 1 and 2.

Global Marketing

Year: 4

In an increasingly global environment this module seeks to develop students? understanding of the socio-cultural, economic, legal and political variables which will impact on the international decision making and planning processes of an organisation and influence international marketing mix strategies.

Rethinking Communication

Year: 4

This module is optional

The module considers the theoretical and conceptual trends that appear to be shaping future notions of the study of communication. The module extends the conceptual and theoretical appreciation of the student and enables them to engage with the disputes and debates out of which the future of the domain will emerge.

Metrics and Evaluation in Organisational Communication

Year: 4

This module is optional

The module presents students with a range of assessment and evaluation instruments currently in use in the measurement of communication and organisational behaviour. Students will develop their skills in analysing data, summarising their findings and presenting useful recommendations in a form that can assist in the achievement or organisational improvement.

Reading the Brand

Year: 4

This module is optional

The module considers how we ?read? the messages communicated by commodities, how we use those commodities to communicate our own messages and construct our identities, and how the media discourses surrounding commodities reinforce or challenge those messages. The schedule falls into three parts which each build on the last. It begins by using semiotics to analyse brands and adverts in detail, moves on to bring wider theoretical considerations to bear on the marketplace in general in order to see the ?bigger picture?, and culminates in student-facilitated seminars that use the material from the first two parts to examine any aspect of the marketplace that interests the facilitating group.

Entry conditions

We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.

In this section

A level

The A Level requirement for this course is AAB - AAA.

BTEC

Overall BTEC award profile DDD (to include a minimum of 11 Distinctions) - DDD (to include a minimum of 12 Distinctions).

Irish Leaving Certificate

Overall Irish Leaving Certificate profile H2H2H2H3H3 - H2H2H2H2H3.

English Grade H6 (Higher Level) or above, or Grade O4 (Ordinary Level) or above, if not sitting at Higher Level, is required.

Scottish Highers

The Scottish Highers requirement for this course is ABBBC - AABBC.

Scottish Advanced Highers

The Scottish Advanced Highers requirement for this course is BBC - BBB.

International Baccalaureate

Overall International Baccalaureate profile minimum 28 points (14 at higher level) - minimum 29 points (14 at higher level).

Access to Higher Education (HE)

Pass Access Course (120 credits) with an overall mark of 70% - 75%.

GCSE

GCSE Profile to include CGSE English Language grade C or above (or equivalent).

English Language Requirements

English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.

Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.

Additional Entry Requirements

None.

Teaching and learning assessment

The programme comprises a mix of theoretical and practical teaching methods and will be delivered by means of lectures, seminars, workshops and supervised work experience. You will also be involved in practical classes in the editing studio and social skills laboratories.

You will be assessed by a variety of methods, including essays, seminar papers, commercial reports, projects, class tests and examinations. In keeping with the nature of the industries and roles into which our graduates progress, some assessments will be group based, for example, advertising campaign development, while others will be completed as an individual, such as theoretical essays.

Exemptions and transferability

Not applicable

Careers & opportunities

In this section

Graduate employers

Graduates from this course have gained employment with a wide range of organisations. Here are some examples:

  • A.V Browne
  • Action Cancer
  • Arts Council of Northern Ireland
  • Blue Cube Interactive
  • Irish News
  • Hastings Hotels
  • Google

Job roles

Graduates from this course are employed in many different roles. Here are some examples:

  • Account Executive
  • Communications Officer
  • Digital Marketing Officer
  • Marketing Manager
  • Social Media Manager
  • Advertising executive
  • Public Relations Officer

Career options

The CAM degree with its broad and varied range of modules offers a host of career options and affords students the chance to engage with various aspects of communication before they enter the workplace. The degree is recognised by employers in the public, private and voluntary sectors. Many of our graduates, not surprisingly, take up positions in Advertising and Marketing, but, in addition, CAM graduates hold senior positions in Public Relations, media, government, retail, education and hospitality sectors. Graduate employment options are truly wide-ranging.

Work placement / study abroad

One of the most valuable aspects of the CAM programme is the option to undertake a placement in third year. Most of our students spend their third year on work placement and students gain placements in the voluntary, public and private sectors in a variety of roles related to the degree. Recent placements include: Maketing and Communications Officer (PowerNI); Marketing and Communications Internship (Warner Bros); Communication and Media Intern (Dell); Marketing Executive (Rainbow Communications); Events Assistant (Belfast City Council); and Major Donor and Corproate Assistant (Concern Worldwide). Most students undertake their placements in Northern Ireland, but students can undertake their placement anywhere in the world. In the last few years, CAM students have undertaken placements in, amongst others, Australia, USA, Spain, Qatar, China and Republic of Ireland. Successful completion of placement allows students to gain the additional award of Diploma in Professional Practice.

Another popular option for CAM students, that is open to all students at Ulster University, is the Study USA (SUSA) programme. Students can apply to spend a year studying in the USA in the year prior to their final year, which for CAM students is third year. This is a funded programme. Successful completion of SUSA allows students to gain the additional award of Diploma in International Academic Studies.

Professional recognition

Chartered Institute of Public Relations (CIPR)

Recognised by the Chartered Institute of Public Relations (CIPR).

Academic profile

At the School of Communication & Media, we understand the importance of communication to personal and professional success. Communication is core to all of the subjects we offer, so no matter what course you choose, you will learn how to become a more effective communicator.

Employers consistently list ‘effective communication’ as the most desirable skill when recruiting. It’s therefore not surprising that many graduates from our Communication courses enjoy senior roles in the public, private and not for profit sectors. While you may not know our graduates, you will certainly be familiar with the organisations they work for!

Apply

How to apply Request a prospectus

Applications to full-time undergraduate degrees at Ulster are made through UCAS.

Please apply by 15 January.

Start dates

  • September 2018

Fees and funding

In this section

Fees (per year)

Important notice - fees information Please note fees displayed are for 2017/18 Academic Entry. Fees are correct at the time of publishing. Additional mandatory costs are highlighted where they are known in advance. There are other costs associated with university study.
Visit our Fees pages to find out more

Northern Ireland & EU:
£4,030.00
England, Scotland & Wales:
£9,000.00  Discounts available
International:
£13,240.00  Scholarships available

Scholarships, awards and prizes

CAM students compete for a range of awards that continue to be generously sponsored by our industry partners, highlighting the esteem in which they hold the degree. These awards recognise exceptional individual achievement. At present awards that are open to CAM students are:

The Genesis Advertising prize for best first year advertising student;

The ASG prize for best final year advertising student;

The Navigator Blue prize for excellence in written communication;

The OFCOM Jonathan Hanna prize for excellence in integrated marketing communications;

The Publicity Association of Northern Ireland prize for the final year CAM student with highest overall mark.

In addition, all first year and second year CAM students who achieve a year average of 70% or above will be placed on the 'Dean's List'.

Additional mandatory costs

Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.

Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.

We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.

There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.

Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.

Please contact the course team for more information.

Contact

Course Director: Dr Aodheen McCartan

T: +44 (0)28 9036 6657

E: a.mccartan@ulster.ac.uk

Testimonials

What our students say:

The aspect of the course that our students comment on the most is its variety. Students welcome the mixture of theoretical understanding with real-life application, such as advertising design, press release writing and market strategising. With the opportunity to gain a year’s work placement in industry, CAM students emerge as very employable graduates. As one recent graduate commented: ‘When you first apply for graduate jobs, you find that the position requires you to have a degree in Communication or Advertising or Marketing. With CAM, it was great to be able to say that you have a degree in all three!

What our employers say:

The CAM degree enjoys strong relationships with many employers within the broad communications industry. With the option of a work placement, we have formed many links with employers in Northern Ireland and some based further afield who regularly recruit our placement students. Many placement employers then become employers of our graduates. Employers recognise the high entrance grades required to gain a place on the course and are supportive of the mix of theoretical and practical elements involved. Recognising the calibre of a typical CAM graduate, the Course Director is often approached by employers who are seeking a high quality, reliable graduate with wide ranging experiences.