Marketing with Advertising and Public Relations

Marketing with advertising and public relations is a programme that recognises how deeply interconnected these three disciplines have become. Marketing provides the strategic foundation for understanding markets, customers, and brand positioning. Advertising is the creative and media-buying practice through which brands communicate with audiences at scale.

Public relations manages the relationship between organisations and their various publics, handling reputation, crisis communication, and the building of trust over time. Together they form the core of how modern organisations present themselves to the world.

This part-time programme at Birmingham City University takes a practice-based approach, giving you the hands-on skills needed to work effectively as an advertising and public relations specialist within the broader marketing function. You will study brand management, consumer behaviour, advertising strategy and creative development, media planning, PR theory and practice, digital and social media, and campaign evaluation. The programme includes a placement year, giving you professional experience in marketing, advertising, or PR before you graduate.

Studying part time makes the programme accessible to those who are already working in related roles or who need to balance study with other commitments.

Graduates move into roles across the marketing communications sector, including advertising agencies, PR consultancies, in-house communications teams, digital marketing agencies, and brand management departments. The combination of strategic understanding and practical creative and media skills is valued across a wide range of industries, from consumer brands and retail to financial services, healthcare, and the public sector. Many graduates also pursue professional qualifications with the Chartered Institute of Marketing or the Chartered Institute of Public Relations alongside or after their degree.

Further study in marketing, communications, or digital media is an option for those who wish to develop specialist expertise.