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  • A strong focus on the convergence of old and new media, including social networking
  • Develop as a critical thinker and master the art of how to communicate creatively
  • Learn from staff who have published books and articles on areas as diverse as digital technologies, social media and drugs education, and journalism and the financial crash
  • Use the Work Placement module to gain experience in an advertising agency, or in other environments relevant to your career aspirations
  • Access outstanding industry-standard facilities in our Multimedia Centre, including two HD TV studios with green screens, a newsroom, and a computerised radio studio

Do you see yourself as a 21st-century version of Don Draper or Peggy Olson? Are you ready to harness the creative skills and confidence to get ahead in the competitive world of media and advertising?

For anyone planning a career in the media, it’s best to be well prepared for the fast-moving world you are joining. Studying Media, Communication and Advertising at Winchester provides you with a deep understanding of how global media works and the impact of new digital technologies, but it also offers opportunities to develop professional skills in campaign management, branding and copywriting.

Year 1 is foundational and introduces the academic study of media. You develop core skills and understanding in the use of media across a variety of contexts with a special focus on the impact of digital technologies as new and old media converge.

In Year 2, you take two core modules in theory and research methodologies with other media and communication students. You also take specialist modules in advertising, branding and copywriting, and are able to tailor your learning by choosing from a range of optional modules. The Work Placement module gives you the chance to gain real-world experience and further hone your graduate exit strategy.

In the final year, you gain experience in how to harness social media for branding and advertising. You study a topic of your choice in-depth for your Extended Independent Study, and tailor your learning by choosing from a variety of optional modules based upon staff expertise in research or industry practice.

Our Media, Communication and Advertising graduates are effective communicators and team players with the tenacity to succeed in the advertising industry. They go on to work within traditional advertising, marketing or the rapidly expanding new field of digital advertising. Others follow careers in related fields such as journalism, media management, social media, public relations and fashion. 

The programme also fosters a key set of flexible skills, including critical thinking and creative communication, that are relevant to a wide range of careers in communication work, HR business, education, management and public service.


Graduates work within journalism, media management, social media, public relations, fashion and advertising. The programme also fosters a key set of flexible skills that are relevant to a wide range of careers in communication work, HR business, education, management and public service.

94% of our 2016/17 graduates (first degree and other undergraduate courses) were in employment and/or further study six months after completing their course (Destination of Leavers from Higher Education survey).

The Destinations of Leavers from Higher Education (DLHE) record collects information about what those completing university go on to do six months after graduation. The Careers Service undertakes DLHE on an annual basis through surveys and a data collection process. DLHE is designed and strictly controlled by HESA.

Pre-approved for a Masters

University of Winchester students studying Bachelor Honours degrees are pre-approved to start a Masters degree at Winchester. To be eligible students must apply by the end of March in their final year and meet the entry requirements of their chosen Masters degree.


Suitable for applicants from:

UK, EU, World

Workplace placements

Students have the opportunity to undertake work placements to gain work experience.

Study abroad

Our BA (Hons) Media, Communication and Advertising course provides an opportunity for you to study abroad in the United States of America (USA).

For more information see our Study Abroad section.

Learning and teaching

Our aim is to shape 'confident learners' by enabling you to develop the skills needed to excel in your studies here and as well as onto further studies or the employment market. 

You are taught primarily through a combination of lectures and seminars, allowing opportunities to discuss and develop your understanding of topics covered in lectures in smaller groups.

In addition to the formally scheduled contact time such as lectures and seminars etc.), you are encouraged to access academic support from staff within the course team, your personal tutor and the wide range of services available to you within the University.

Independent learning

Over the duration of your course, you will be expected to develop independent and critical learning, progressively building confidence and expertise through independent and collaborative research, problem-solving and analysis with the support of staff. You take responsibility for your own learning and are encouraged to make use of the wide range of available learning resources available.

Overall workload

Your overall workload consists of class contact hours, independent learning and assessment activity.

While your actual contact hours may depend on the optional modules you select, the following information gives an indication of how much time you will need to allocate to different activities at each level of the course.

Year 1 (Level 4): Timetabled teaching and learning activity*
  • Teaching, learning and assessment: 264 hours
  • Independent learning: 936 hours
Year 2 (Level 5): Timetabled teaching and learning activity*
  • Teaching, learning and assessment: 240 hours
  • Independent learning: 960 hours
Year 3 (Level 6): Timetabled teaching and learning activity*
  • Teaching, learning and assessment: 180 hours
  • Independent learning: 1020 hours

*Please note these are indicative hours for the course. 

Student learning is based upon a mix of highly innovative teaching strategies which include working to real life project briefs in teams and traditional approaches based around lectures and seminars. There is a strong focus on the convergence of old and new media including social networking.


Taught elements of the course take place on campus in Winchester.

Teaching hours

All class based teaching takes places between 9am – 6pm, Monday to Friday during term time. Wednesday afternoons are kept free from timetabled teaching for personal study time and for sports clubs and societies to train, meet and play matches. There may be some occasional learning opportunities (for example, an evening guest lecturer or performance) that take places outside of these hours for which you will be given forewarning.

The University library is open seven days a week, 24 hours a day.


Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.

We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.

Percentage of the course assessed by coursework

The assessment balance between examination and coursework depends to some extent on the optional modules you choose. The approximate percentage of the course assessed by different assessment modes is as follows:

Year 1 (Level 4)*:
  • 78% coursework
  • 16% written exams
  • 6% practical exams
Year 2 (Level 5)*:
  • 89% coursework
  • 3% written exams
  • 8% practical exams
Year 3 (Level 6)*:
  • 75% coursework
  • 9% written exams
  • 16% practical exams

*Please note these are indicative percentages and modes for the programme.


We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.

Further information

For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures



2019 Entry: 104-120 points
2020 Entry: 104-120 points

A GCSE A*-C or 9-4 pass in English Language is required.

International Baccalaureate: 104-120 points to include a minimum of 2 Higher level IB certificates at grade 4 or above.

If English is not your first language: IELTS 6.0 overall with a minimum of 5.5 in writing.

Course Enquiries and Applications

Telephone: +44 (0) 1962 827234

Send us a message

International Students

International students seeking additional information about this programme can send an email to or call +44 (0)1962 827023

Visit us

Explore our campus and find out more about studying at Winchester by coming to one of our Open Days


Year 1 (Level 4)

Modules Credits

Key Concepts in Media and Communication 15

This module introduces the main concepts, themes and theories that are deployed to study media and communication in contemporary society. The module will provide you with opportunities to learn and apply a set of key concepts that are central to the analysis of media including journalism, advertising, audio media and social media. While it does not assume that you have studied media before, it will involve the application of these concepts to contemporary issues and developments in ways that will be new and stimulating for students who may have undertaken the study of the media in courses before coming to university.

Key concepts include production, consumption, representation, identity, power and control, ‘new’ and ‘old’ media, signs, genre, audience and regulation. The focus will be upon the application of these key concepts in the analysis of contemporary media.

Media in the Twenty-first Century 15

This module will give you opportunities to consolidate the theories and key concepts that are central to the study of media and communication and in the process of exploring the media landscape of the Twenty-first Century. This landscape includes both ‘new’ and ‘old’ media and an important theme for the module is the importance of understanding the ways in which such media interact, converge, co-exist and transform. A key skill to be practised is the analysis of media texts in their contemporary and historic contexts. By the end of the module you will know how to relate specific features of media texts, such as a social networking site or a streamed television show, to specific features in their contemporary and historic contexts.

Manipulating Media 30

This is a double module taught over two semesters. This focus of this module will be the collaborative production of rich online, media projects based on particular themes (an indicative theme could be ‘diversity in the media’). Students will work in teams to research, produce and publish online media projects. The contents of the projects may consist of social networking sites, blogs, wiki documents, video, photographic and audio (pod casts), textual documents and supporting academic materials such as annotated bibliographies.

The projects will be academically rigorous in their examination and evaluation of information yet will present the information in a user-friendly manner suitable for a wide audience. Students will perform a variety of tasks on the module and gain a range of skills in the gathering, evaluation and production of information as well as research, project management and leadership skills.

Towards the end of the second semester students will be prepared to undertake either a full work placement or a series of ‘vocationally relevant experiences’ during the summer vacation and these will inform their learning in MS 2904 Work Placement in the second year. Work Placements are managed in accordance with the University’s Approved Procedures for Work Based Learning and Placements.

Media Skills 1 15

This module introduces and builds on various skills required for the production of media. There is an emphasis on the interrelationship between different media forms and their production.

Students are taken through both an analysis and practical execution of the key media production skills, which may include sound, camera, editing and lighting. Each area studied is tested through an assessed group mini project.

Media Skills 2 15

This module follows on from Media Skills 1, with students undertaking instruction and assessment in additional and alternative areas of media production. The module therefore builds upon skills established in Media Skills 1.

Students are taken through the various components of production, which may include the incorporation of photography, still image manipulation, audio production and experimental elemental approaches to media production.

Reading Film 15

Running parallel to the theoretical strand, Film Criticism, and focusing on contemporary mainstream films, the module will offer an introduction to the basic procedures for reading film, writing about film and the terminology most widely used in film analysis. Methods of close textual analysis will be explored, foregrounding major filmic devices, or procedures, such as mise-en-scène, editing, sound and narrative. The module will help students explore and evaluate ways in which these devices contribute to meaning.

Film Form, History and Culture 15

The module will introduce students to various histories of cinema and the ways that cinema history can be constructed. Through an exploration of a range of national and international cinema movements and styles, students will examine the significance of cultural and historical contexts and their relationship to film texts. Key factors, including economic, social, cultural, political and geographical influences, will be analysed to explore significant moments of film history such as pre-cinema, German Expressionism, the Hollywood studio system, Post-Classical Hollywood, ‘Third Cinema’, the French New Wave and Dogme 95.

Year 2 (Level 5)

Modules Credits

Exploring Media Theory 15

This module aims to provide students with a thorough understanding with a number of the main theoretical approaches used in media and communications analysis. Accordingly it will focuses upon a number of key perspectives used in the academic study of the media. Furthermore, a number of central topics will be examined and students will be shown how various theories can be applied to interpret these topics.

The course begins by problematising the popular understanding of media and introducing a range of key critical traditions such as contemporary Marxist and feminist theory (and their variants), post-colonialism and post-structuralism. Students will be encouraged to recognise underlying conceptions within these theories about the idea of the citizen, the nature of society, power, class and gender.

The will be followed by a critical examination of a number of contemporary issues in media studies such as the nature of celebrity, the audience, the power of brands and the relationship between politics and the media. Students will develop the ability to apply the various perspectives in the examination of media texts and will be encouraged to seek out new topics for investigation.

Methodologies in Media Research 15

This module introduces the main research techniques that are employed in researching media texts, institutions and audiences, both in their contemporary and historical contexts. On completing this module you will be able to choose which research methods are most appropriate in developing your own research questions and be fully prepared to begin work on research that may form the basis of your final year projects.

Work Placement 15

This module is designed to explore students’ experiences within work placement. You are normally expected to undertake work experience in the vacation between  Level 4 and Level 5 and will build upon these experiences within this module. We will explore concepts of work-place culture, ideas of business and professional hierarchies, training vs education, Personal Development planning and career management and development. Work placements are managed in accordance with the University’s Approved Procedures for Work Based Learning and Placements.

Advertising and Branding 15

This module will offer students a critical approach to studying advertising and branding. It will encourage students to position advertising and branding texts and practices within cultural, political, historical and economic frameworks. The module will consider the cultural history of the advertising industry as well as the development of particular professional discourses, such as lifestyling and audience positioning. The module will consider different approaches branding, such as pitching and targeting towards audiences, and to the analysis of advertising texts, such as semiotics, quantitative analysis and ethnographic research. The module enables students to test out their skills through specific class based exercises. Attention will be paid to the production of advertising and branding strategies within different media forms and students will be encouraged to consider these in relation to the specificity of their cultural and historical contexts.

Media Campaign Management 15

This module takes the student beyond the key debates about the role and influence of the media.  It seeks to demonstrate the competence of the media in effecting social change.  This is premised on an understanding of the strategic use of available media resources and an awareness of audience behaviour.  The module will borrow from the marketing principles of product promotion, as well as the social marketing of appropriate behaviour patterns, social (particularly health) services.  These will be harnessed within a strategic management framework that foregrounds analysis, implementation and control.  With this experiential knowledge, the student is equipped to revisit the scholarly debates in media studies from an informed media practitioner perspective. 

Optional Modules 15
  • Undertaking Media Research 15 Credits
  • Volunteering 15 Credits
  • Community Media 15 Credits
  • Advertising and Branding 15 Credits
  • Games Cultures 15 Credits
  • Media Campaign Management 15 Credits
  • Media and the Making of the Modern World 15 Credits
  • Social Media 15 Credits
  • Popular Music and Society 15 Credits
  • Copywriting 15 Credits
  • Analysing Journalism 15 Credits
  • Feature Writing 15 Credits
  • Graduate Careers and Journalism 15 Credits
  • Podcasting: theory and practice 15 Credits
  • Playtime:  Gamification and Making Work Fun 15 Credits


Year 3 (Level 6)

Modules Credits

Extended Independent Study 30
Social Media, Advertising and Branding 15

This module examines the various ways in which social media is used in advertising and branding. Social media has been understood as a key channel in integrated marketing communications over the past few years and a presence on social media constitutes a significant aspect of most marketing campaigns and branding strategies. The module will consider the various strategies and techniques used in advertising and branding on social media; explore basic methods of analysis in monitoring social media, consider a number of case studies in which social media have been used and examine the effectiveness and limitations (including legal and ethical issues) of social media and engagement. Students will produce a detailed plan for the use of social media in a branding or advertising campaign including the production of exemplar material for use in a campaign.

Optional Modules
  • Television Drama in Context 15 Credits
  • Consuming and Regulating Media 15 Credits
  • Crime Media Culture 15 Credits
  • Culture Jamming 15 Credits
  • Drugs Media Culture 15 Credits
  • Fantasy Desire and Sexuality 15 Credits
  • The Male Body 15 Credits
  • Media and Education 15 Credits
  • Media Solutions 15 Credits
  • Media Spectacles 15 Credits
  • News Media War and Conflict 15 Credits
  • Politics and the Media 15 Credits
  • Contemporary Culture: cyberculture 15 Credits
  • Popular Music Culture and Politics 15 Credits
  • The Zombie Apocalypse 15 Credits
  • Audio Cultures 15 Credits
  • Contemporary Culture: postmodern culture 15 Credits
  • Working in Magazine Journalism 15 Credits
  • Documentary and Photojournalism 15 Credits
  • Radio and Development 15 Credits


Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at
The University will notify applicants of any changes made to the core modules listed above.

2019 Course Tuition Fees* 



Year 1 £9,250 £13,300
Year 2 £9,250 £13,300
Year 3 £9,250 £13,300
Total £27,750 £39,900
Optional Sandwich Year £700 £700
Total with Sandwich Year £28,450 £40,600

If you are a UK or EU student starting your degree in September 2019, the first year will cost you £9,250*. Based on this fee level, the indicative fees for a three-year degree would be £27,750 for UK and EU students.

Remember, you don't have to pay any of this upfront if you are able to get a tuition fee loan from the UK Government to cover the full cost of your fees each year. If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.

UK/EU Part-Time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £77.08 and a 15 credit module is £1,156. Part-time students can take up to a maximum 90 credits per year, so the maximum fee in a given year will be the government permitted maximum fee of £6,938.

International part-time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £110.83 and a 15 credit module is £1,662.

*The University of Winchester will charge the maximum approved tuition fee per year. 

Additional costs

As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.

There might be additional costs you may encounter whilst studying. The following highlights the mandatory and optional costs for this course:


Printing and Binding: We are proud to offer free printing for all students to ensure that printing costs are not a potential financial barrier to student success. The University of Winchester and Winchester Student Union are champions of sustainability and therefore ask that all students consider the environment and print fairly. Students may be required to pay for the costs of dissertation binding. Indicative cost is £1.50-£3.


Field trips: Module leaders may choose to take students on short field trips. Student would be expected to cover the cost of travel to the field trip location. Indicative cost a maximum of £30.

Core texts: Core Texts are available from the University Library; however some students prefer to purchase their own copies. Core Texts can be bought second hand, or as an ebook which can often reduce this cost. Indicative cost £80 per academic year

Course specific bursaries/scholarships

We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards page.

Key course details

UCAS code
3 years full-time; 6 years part-time
Typical offer
104-120 points
On campus, Winchester