Skip to main content

Strategic Marketing in the Media

  • Delivery:
    Part-time
  • Credits:
    20

This Build your own MA (BYOMA) short course will provide you with an understanding of the marketing philosophies and strategies adopted by media organisations. Particular emphasis will be placed on examining strategic trends in the media environment, and context in which appropriate marketing and brand strategies are developed, and the often complex problems faced by organisations competing in the Media Industry.

You will formulate, evaluate and debate major perspectives in the strategic marketing approaches of media organisations in both academic and practice contexts, and have the ability to develop innovative and appropriate media marketing strategies having considered and evaluated your own work environment.

See more course details.

Key information

Next start date:

17-18 May 2019

Location:

Bournemouth University

Duration:

Two-day retreat followed by seven weeks of online learning

Entry requirements:

This course is open to media professionals with an undergraduate degree and the required work experience in a relevant industry and to non-graduates with significant and relevant work experience who can demonstrate an ability to both complete and benefit from the course. If English is not your first language you'll need IELTS 7.0 (Academic) with minimum 6.5 in writing and 6.0 in the other 3 components or equivalent. For more information check out our international entry requirements.

Course details

Integral to our courses is the belief that people improve their professional practice by taking time out to reflect on and reassess what they currently do in the workplace and by sharing their real-life experiences with other like-minded professionals. As a result, each course is unique and geared to the experiences of the individuals that are participating, which may result in the course content altering slightly from course to course.

This short course will examine topics such as:

  • The strategic marketing environment and issues of change, predictability and turbulence
  • Market and brand orientations in media organisations
  • The changing nature of competitive market structures, behaviour and boundaries
  • Competitor analysis, benchmarking and positioning strategies
  • Brand Identity as a means for market differentiation
  • Audience segmentation, targeting and positioning
  • Developing and sustaining profitable customer relationships.

Programme Specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

View the programme specification for Build Your Own MA (BYOMA) – Media Short Course Framework (pdf 440kb).

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

How you study

Designed to be flexible to the needs of working professionals, this course minimises your time away from the workplace. You just need to join us for a two day creative retreat, typically a Friday and Saturday in Bournemouth, which kick starts the course and gives you a chance to meet your fellow students and engage with the academic team. It will be an intensive two days but a valuable learning experience, giving you the opportunity to share ideas with like-minded professionals.

The retreat provides a firm foundation for the following seven weeks during which you will further develop your knowledge and explore the concepts in more detail, using our online learning environment and discussion forums. The supported online study helps to prepare you for the academic assignment (equivalent to 5000 words), the specific subject matter and content of which is determined by your interests and professional context. On successful completion of this assignment you will be awarded 20 academic credits (level 7 - Masters/Postgraduate level) which you can use to build your own tailored postgraduate qualification by undertaking other Build Your Own MA (BYOMA) media short courses

With BYOMA courses available in the areas media management, creative media, journalism, computer animation, marketing communications and creative education, you can mix and match courses to suit your own needs and interests. Complete three of these courses (60 level 7 credits) to achieve a Postgraduate Certificate, six courses (120 level 7 credits) for a Postgraduate Diploma or go on to take the Masters Project (40 level 7 credits) and Exhibition (20 level 7 credits) for a full Masters (180 level 7 credits).

Additional information

Directions and maps

Directions and maps

Get directions and map information and building addresses for to both BU campuses

Fusion Building exterior

Facilities

Explore our world-class facilities and find out how we’re investing in our campuses.