Promotional Media - MSTU3020

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2023 to 2024
Autumn Term 4 15 (7.5) Oscar Zhou checkmark-circle


Media are indispensable tools for businesses and organisations in the creative industries to create awareness and promote themselves and their products. The introduction of new digital media in the last quarter century has altered the shape and forms of these promotional tools, e.g., paid social media, transmedia merchandising, influencers or product placement. This module provides an introduction to the promotional media and their key current forms, specifically focussing on different types of public relations, marketing and advertising practices in the media and culture industries. Alongside theoretical reflection and the critical analysis of key case studies, students will apply their knowledge about promotional media in their own independent projects.


Contact hours

Total contact hours: 22
Private study hours: 128
Total study hours: 150

Method of assessment

Main assessment methods:

Individual Project (1,500 words) 40%
Digital Portfolio 60%

Reassessment methods:
Like for like

Indicative reading

Indicative Reading List:

Butterick, K. (2011) Introducing Public Relations, Theory and Practice, Sage
Davis, A. (2002) Public Relations Democracy: Politics, Public Relations and the Mass Media in Britain, Manchester UP
Grainge, P. & Johnson, C. (2015). Promotional Screen Industries. London: Routledge.
Kerrigan, F. (2017). Film Marketing. 2nd ed. London: Routledge.
Leung, V., Cheng, K., & Tse, T. (Eds.). (2017). Celebrity culture and the entertainment industry in Asia: Use of celebrity and its influence on society, culture and communication. Intellect Books.
Perse, E. M., & Lambe, J. (2016). Media effects and society. Routledge.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

1 Demonstrate an understanding of different types of public relations, advertisement and/or marketing practices in the media & culture industries, including their historical developments and current implications
2 Demonstrate an awareness of academic critiques of promotional media, such as the ethical dilemmas surrounding media marketing and advertisements practices, and the troubled relationship between public relations and democracy
3 Apply acquired knowledge via practical engagement with tasks associated with promotional media practice, such as writing press releases and/or designing a social media campaign
4 Discuss how the development of new technology, and new media formats, such as social media and spreadable media, has shaped and transformed promotional media practices
5 Demonstrate knowledge of media strategies and issues related to influencing public opinion and consumer choices, including through analysis of key case studies

The intended generic learning outcomes.
On successfully completing the module students will be able to:

1. Engage in meaningful debate about issues and practices within their degree area;
2 Demonstrate understanding of key concepts within relevant academic literature;
3 Demonstrate research skills, including the ability to assess the merits of, and make critical judgments in relation to, academic and non-academic sources of information;
4 Demonstrate written communication skills;
5 Demonstrate an ability to prepare and deliver cohesive and convincing arguments in writing and/or verbal form.


  1. Credit level 4. Certificate level module usually taken in the first stage of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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