MA Social Media Communications and AI with Extended Prof Practice

University of Hertfordshire

This module introduces students to the theories, concepts and practice of advertising and marketing communications. The students learn about the theoretical frameworks that underpin the industry and apply them to digital and integrated forms of advertising and marketing communications. They explore real world case studies and develop a marketing communication plan as well as advertising products which will form part of their portfolio for employment.

Digital Literacy and Citizenship examines how digital media, data and AI-driven technologies shapes society, democratic processes and public debate. Using case studies, the module explores how information is produced, circulated and manipulated by technology companies, governments, political actors, content creators and journalists within a post-truth digital environment. By situating digital communication within wider debates about citizenship, power and governance, the module addresses topics corporate influence, the role of AI in elections, and the tensions between free speech and hate speech in digital spaces.

Developments in media technologies and related AI involve issues which are inextricably linked to notions which lie at the centre of what we take to be of value, such as privacy, trust, truth, freedom, integrity, and various interpersonal relations. In engaging with these issues, we will be better placed to see what media technologies and AI do for our hopes for a good life for humans, and to see what needs to be considered in any ethical development of such technologies.

This module equips students with professional writing, social media strategy, and generative AI skills. It introduces the fundamentals of AI, focusing on large language models and their outputs, while fostering critical evaluation of their suitability for professional contexts. Students learn to design and optimise AI-driven communication that is ethical, inclusive, and sustainable. Practical workshops emphasise persuasive, audience-focused content creation for digital platforms, ensuring clarity, accuracy, and impact. Alongside applied practice, students engage with scholarship on ethics, diversity, sustainability, and technological change, situating their work within wider debates about media industries. Through real-world scenarios, they assess risks such as how AI affects organisational reputation, public trust, and digital engagement, along with misinformation, data privacy, and propose strategies for responsible AI deployment. Ethical reflection is embedded throughout, encouraging consideration of regulatory and societal implications. By the end, students will be able to produce platform-specific content that is both creatively engaging and critically informed.

This module aims to develop your knowledge and understanding of some of the theoretical approaches and related critical methodologies which are influential in the scholarly analysis of media texts. Areas covered may include quantitative and qualitative research methods, such as content analysis and media sampling; interview and survey strategies and interpretation; audience research methods; focus groups and observation. Issues of technological convergence and the socio-cultural aspects of the contemporary media landscape. You will be invited to assess the strengths and limitations of different frameworks and learn to understand their application in media practice. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.

The placement year provides you with the opportunity to use and reinforce the subject specific and intellectual knowledge and skills you have gained through your degree in workplace. It will allow you to gain practical experience in a specific part of the media industry and strengthen your disciplinary and transferable skills such as time management and communication with co-workers. The year-long placement also gives you the opportunity to acquire the basis of industry experiences in your chosen field. Handshake, which provides our careers and placement service, will guide you in sourcing and applying for your work placemen. Past placements have been within broadcast, newspapers, marketing, social media management and non-governmental organisations. This module is underpinned by the recognition of ethical and legal regulatory frameworks in the media industry and a deep regard for diversity, equity and inclusion in education and the workplace.