Creative Writing for Marketing MSc

Compulsory

• Creative Writing for Marketing

  This core module has been designed to provide students with a unique learning opportunity where two innovative disciplines – creative writing and marketing – are studied together to provide students with advanced creative writing for marketing skills. This module will equip students with both a broad range of advanced creative writing skills and contemporary marketing principles and theories that are grounded in academic research and real-world practice.

• Creative Copywriting

  The aim of this module is to equip students with the theoretical knowledge and requisite practical skills to become creative copywriters across a variety of sectors in the marketing industry. The module will provide students with a comprehensive understanding of the varied roles a copywriter can undertake in the marketing industry, provide technical knowledge of and ability to assess marketing briefs in order to assess what is required to successfully execute a brief, and enable students to acquire the practical and professional skills required of a creative copywriter.

• Marketing Communications
  This module aims to explore the concepts associated with marketing communications, to help students develop an appreciation of the key characteristics of the main tools of the communications mix, and to introduce elements of communication theory and to set it in the context of marketing communications.
• Marketing Principles
  Taking the basic marketing concepts and contrasting them with newer relational and service-based perspectives in a module that is designed to be motivational, creative, applied and relevant to today’s marketing practice.
• Understanding Business and Management Research
  Quantitative and qualitative methods in management research. Understanding research reports and utilising this information to improve quality of work and decision-making in complex management problems.
• Dissertation in Creative Writing for Marketing

  The module aims to enable students to conduct an independent research project that demonstrates an advanced knowledge of relevant methodologies, creative writing practices and core marketing principles. Students are expected to identify a research question, conduct data collection and analysis, and present their results to a professional industry standard.

Optional

• Creativity

  Creativity focuses on how creativity is manifested in a variety of contexts – the nature and status of creativity; the places, times, mental states in which creativity is most likely to occur; the claim that certain strategies and exercises can increase creativity; the notion that writers must also be critical readers. The module provides students with a critical vocabulary to read their own writing and to contribute to critical conversations about the work of their peers.

   

• Creative Non-Fiction

  This module will provide students with a comprehensive understanding of different forms of creative non-fiction writing for different mediums—e.g. life writing, the personal essay, reviewing and criticism, memoir, autofiction, nature writing. It will provide students with a critical understanding of a range of creative non-fiction theoretical perspectives and allow them the opportunity to evaluate creative non-fiction texts using critical reading skills and methodologies. Students will experiment with different forms of creative non-fiction writing using a range of literary techniques.

• Creative Writing Skills

  The aim of this module is to provide students with an opportunity to engage with some of the core principles of three key creative writing forms: Prose, Poetry and Scriptwriting. The objective is that students will then be able to apply these techniques to the enhancement of their Creative Writing for Marketing work.

• Social Media Content

  This module will equip students with the theoretical knowledge and requisite practical skills to write creatively for digital marketing and social media content platforms. It will enable students to write effective content for social media and create a strong social media brand presence, as well as offer insight into tools for success metrics and analysis of results of social media engagement.

• Consumer Behaviour
  This module aims to provide students with a critical understanding of ‘consumer behaviour’ as investigative discipline informing individual and marketing decisions. Attention will be paid to the external, situational and internal factors which include psychological, social, cultural and economic factors that influence consumer behaviour in personal buying situations and the complexity of the Decision-Making Unit and process.
• Digital Creativity and New Media Management

  This module defines creativity within the context of innovative and entrepreneurial firms. It seeks to analyse creativity at individual, group, organisational, urban and national levels, delineating its vital role in fostering innovation and entrepreneurship in dynamic environments.

• Strategic Digital Marketing

  Providing a critical understanding of achieving marketing objectives through the application of digital media, data and technology. Understanding and developing an insight into the various components of digital marketing channels and platforms that is designed to enable digital marketers to plan, manage and optimise all aspects of the key digital marketing strategies and tactics relevant to today’s marketing environment.

• Contemporary Brand Management
  The module aims to provide a critical understanding of current theory and practice of Brand Management field including academic theories, frameworks and models within a business context. Students will be given opportunities to discuss current important issues in the field with a view to developing critical skills of evaluation and appraisal.