MA Creative Marketing and Branding

This module introduces you to the foundations of contemporary marketing
and branding as both a commercial and creative practice. You’ll explore
how to analyse market environments and understand consumer behaviour to develop innovative, audience-driven strategies. This will help you develop a solid brand identity and build value in your market.

In this module, you’ll explore how emerging technologies and digital shifts
are reshaping consumer behaviour. We’ll equip you with the tools to identify
and anticipate evolving trends, evaluate consumer motivations, and apply
behavioural insights to your work. This way, you can craft forward-thinking, engaging marketing and branding strategies.

This module focuses on helping you design creative, agile, and impactful
marketing strategies that respond to global market shifts. You’ll explore core strategic frameworks, sustainable practices, and emerging marketing
techniques to build brand equity and deliver value.

In this module, you’ll explore the strategic building blocks of branding,
from identity and storytelling to experience and performance. Together
with your cohort, you’ll focus on creating emotionally resonant and
consistent brand experiences across touchpoints. This will help you craft brands that connect with their audiences, inspire people, and stand out.

In this module, you’ll discover how to use storytelling and integrated
communication strategies to connect with audiences. You’ll learn to create
compelling brand narratives, plan multi-channel campaigns, and explore
sustainable communication trends. This will empower you to drive engagement
and brand differentiation across digital and traditional platforms.

This module explores how you can use data analytics to power smart, creative
marketing strategies. We’ll cover key analytical tools, customer behaviour
insights, and campaign performance metrics. By the end of this module, you’ll be able to design and measure effective marketing strategies using
contemporary marketing technology (martech) and real-time data. 

This module focuses on developing the research skills needed to support your
final project and future professional practice. We’ll cover research design,
methodology, ethical considerations, and data analysis. On completion of
this module, you’ll be able to conduct insightful, robust research aligned with
industry and academic standards.

In this final module, you’ll undertake an independent, research-led project on a
topic of your choice. It’s your chance to showcase everything that you have learned throughout your studies and demonstrate your ability to apply creative, strategic thinking. This research project allows you to explore a real-world marketing or branding issue relevant to your career or pathway interests. 

In this module, you’ll explore the complexities of global advertising
and discover how culture, ethics, and strategy shape brand messaging
worldwide. This module examines localisation vs. standardisation,
campaign planning, and the social responsibility of global brands. This will help you build thoughtful, culturally relevant campaigns for international markets.

This module gives you hands-on insights into how global campaigns are developed, pitched, and executed across agency and in-house teams. You’ll explore real-world workflows, client relationships, and creative ideation.
You’ll also develop practical skills in pitching, presenting, and campaign
evaluation.

To join the course, you’ll need: 

• a minimum of a 2:2 class degree in any subject, equivalent to a UK bachelor’s degree

If you don’t meet the standard academic requirements, don’t worry. We review applications on a case-by-case basis and will assess whether your background and experience are suitable for this course.  

Performance pathway

If you don’t meet the criteria above, you may be eligible for our performance pathway. On this pathway, you'll take the first 15-credit module. Successful completion of this module provides you with an entry route to the full master’s degree.    

For this entry route, you’ll need:  

• 3 years' relevant experience plus relevant professional qualifications; or
• a minimum of 5 years' employment in a professional role (this does not need to be in a relevant field)

For guidance on your eligibility, please contact our adviser team. 

Please note, if you're on the performance pathway, you won’t be eligible for support from Student Finance for the first module. You’ll need to pay the registration fee and the cost of the first module yourself. Once you successfully complete the first module, you can apply for Student Finance to cover the rest of the course, subject to eligibility and Student Finance’s terms and conditions. 

Please also note that if you access the course via the performance pathway entry route you'll need to take two short study breaks during your studies, bringing the total length to 2 years and 4 months.

You’ll need to provide evidence of your English language ability equivalent to an IELTS (academic) score of 6.5. All components should have a minimum score of 6.0. For non-IELTS equivalents of this score, please refer to the table below:

Please note that you will not need to provide evidence of English language ability if:

• You’re a national of, or have completed a qualification equivalent to a UK degree in, one of the countries recognised for English language proficiency. Please contact our adviser team to confirm if your country qualifies.
• You can demonstrate that you’ve worked professionally in English for at least 2 years. In this case, a professional reference letter will be required.
• You have completed an undergraduate degree taught and assessed in English up to 2 years preceding the date of first enrolment at the University of Southampton. In the case of degrees taught by two or more partner institutions of which only one is taught and assessed in English, you must demonstrate that a minimum of 2 years have been taught and assessed in English.
• You have been awarded a degree that was fully taught and assessed in English between two and five years prior to the date of first enrolment at the University and can demonstrate that you’ve worked professionally in English for a minimum of 12 months in the last two years. In this case, a professional reference letter will be required.

Here’s what we’ll ask you to provide for both standard and non-standard entry routes: 

• a detailed CV: Highlight your relevant professional and personal experiences 
• a professional reference letter: A trusted referee should explain why you’re a strong candidate for this course 
• a personal statement (300-500 words): Tell us about your interest in the course, how it aligns with your career goals, and how your experience so far has prepared you for success at master’s level 

In your personal statement, highlight examples that demonstrate your abilities in: 

• time management 
• organisation 
• communication 
• teamwork 
• personal responsibility 
• critical thinking 
• problem-solving 

This online pathway focuses on global campaign strategy, cultural insight and creative storytelling. You’ll explore how advertising shapes audiences across different markets and learn to design messages that connect internationally. You don’t need prior advertising experience. The course gives you the creative and strategic skills to plan, deliver and evaluate global campaigns that resonate across cultures. 

Applicants normally need a 2:1 class degree in any subject or a 2:2 class degree in any subject, and at least 3 years’ employment in a recognised graduate role. We also consider non-standard applicants based on professional background. 

Full details are listed in the ‘Entry Requirements’ section of this page.

You’ll complete individual reports, campaign plans, case studies, presentations and digital projects. Group work helps you develop collaborative and creative problem solving skills, while individual assignments test your strategic thinking. Tutors provide ongoing feedback to support you throughout each module. 

This pathway is ideal for creatives, marketers, copywriters, designers and strategists who want to work in international advertising. It’s also suited to entrepreneurs, agency founders and aspiring brand leaders who want to shape campaigns for global audiences and build culturally aware, high impact advertising strategies. 

The course is delivered entirely online, giving you the flexibility to study alongside work and personal commitments. 

The course duration is two years, part time. 

If you access the course via the performance pathway entry route you'll need to take two short study breaks during your studies, bringing the total length to 2 years and 4 months. 

This pathway prepares you for creative and strategic roles in international advertising and brand communication. You’ll build expertise in cross cultural storytelling, global campaign planning and creative direction. Career routes include Advertising Creative Director, Global Campaign Manager, Art Director, Copywriter, Brand Consultant, Cultural Insights Consultant and Marketing Strategist. The course also supports entrepreneurial ambitions and progression into further study. 

The course has intakes in June and September 2026. 

Applications are open for the next intake. You can apply online using the University of Southampton application portal at apply.online.southampton.ac.uk. Early application is recommended.