Important notice – campus change This course will move to the Belfast campus in September 2019. Students will change campus part way through this course. Find out more
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CAM: A unique approach to studying advertising, marketing, public relations and digital media in a vibrant School of Communication.
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. 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
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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.
Diploma in Professional Practice DPP
Diploma in International Academic Studies DIAS
Diploma in Professional Practice International DPPI
Find out more about placement awards
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.
- September 2018
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.
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The A Level requirement for this course is AAB - AAA.
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.
The Scottish Highers requirement for this course is ABBBC - AABBC.
Scottish Advanced Highers
The Scottish Advanced Highers requirement for this course is BBC - BBB.
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 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
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
Careers & opportunities
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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
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
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.
Recognised by the Chartered Institute of Public Relations (CIPR).
At the School of Communication 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 the School of Communication 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!
Fees and funding
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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.
View Ulster University’s 2017 fees policy
- Northern Ireland & EU:
- England, Scotland & Wales:
- £9,000.00 Discounts available - find out more
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.
Course Director: Dr Aodheen McCartan
T: +44 (0)28 9036 6657
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.