Master of Arts - Social Media Communications and Artificial Intelligence (Extended Professional Practice)

The MA Social Media Communications and Artificial Intelligence programme is designed to develop advanced knowledge and a critical, ethical, and practical understanding of communication in the context of emerging AI-driven technologies. The course explores how artificial intelligence is shaping social, cultural, and industry practices, equipping students to design, produce, and evaluate AI-mediated social media strategies and creative content. A strong emphasis is placed on working within ethical and legal frameworks, ensuring that graduates are prepared for the evolving demands of the communications landscape. The programme combines theoretical insight with practical application, enabling students to engage with contemporary communication debates while developing hands-on professional skills. Students gain experience in applying AI tools to enhance content creation, audience engagement, and strategic communication, supported by a balance of academic study and real-world practice. The course is designed for those who aim to work strategically with emerging technologies and offers flexible pathways, including routes focused on advanced research or professional development. Teaching is delivered through workshops, seminars, tutorials, and independent study, with assessment entirely coursework-based. Students explore communication theory alongside digital media practices and critically examine the ethical, legal, and philosophical implications of AI. They develop practical skills in creating digital content, pitching campaigns, and analysing media using real-world case studies. The programme culminates in either a dissertation or a career development portfolio, allowing students to align their final work with their academic or professional ambitions. For students undertaking the extended professional practice pathway, the course includes a second year featuring a one-year work placement. This provides the opportunity to gain valuable industry experience, expand professional networks, and apply learning in real-world contexts. Students are supported by the university’s Placement Team throughout the process, including assistance with identifying opportunities and preparing applications. In the second year, students complete a related assessment and dissertation alongside their placement, further strengthening their expertise and employability within the growing field of social media communications and AI.