Cultural and Creative Communication, MSc, PgCert or PgDip

Cultural and Creative Communication, MSc, PgCert or PgDip


Cultural and creative industries form a central element of the Scottish economy and play a key role in shaping the society in which we live.

Study Information

Study Options

Learning Mode
On Campus Learning
Degree Qualification
MSc, PgCert or PgDip
4 months, 9 months, 12 months, 21 months or 24 months
Study Mode
Full Time or Part Time
Start Month
September or January
Location of Study

Art and culture are integral to our daily lives, and the ways in which these are experienced are continually changing. Street performances, galleries, festivals, museums, documentaries or social media: there are so many ways in which audiences can be challenged by new ideas and images. This interdisciplinary programme is designed to explore the many ways in which creative materials can be brought to public view. With training in business methods and public engagement, and with the option of a practical placement project, the MSc Cultural and Creative Communication is ideal for anyone planning to go on to a career in the cultural and creative industries, or wanting to learn more about how culture happens in the modern world.

Available Programmes of Study


Cultural and Creative Communication

Qualification Duration Learning Mode Study Mode Start Month Location  
MSc 12 months or 24 months On Campus Learning Full Time or Part Time September More

Semester 1

Compulsory Courses

Communication Theory and Analysis (LN5019)

30 Credit Points

This course introduces the theoretical frameworks used in analysing communication, enabling students to investigate social interaction, power relations, and the ways in which language is used in a variety of contexts. It provides a grounding in the precise analysis of language use, which will enable students to go on to investigate communication in a range of professional contexts during the MLitt programme.

Optional Courses

Choose a further 30 credit points from the following electives (course availability may vary):

Marketing Management (BU5039)

15 Credit Points

The course will apply theoretical and practical content to explore the key concepts of marketing management to provide students with an understanding of planning, coordinating and controlling marketing activities. It aims to take students understanding beyond what has been labelled as a transaction-based approach to a relationship-based approach. As such the aim is to provide students with an understanding of the role of marketing in establishing, developing and maintaining relationships for mutual gain. This will be achieved through a combination of lectures, seminars, simulations and directed private study.

Managing the Past: Heritage Politics and Practice (AY5010)

30 Credit Points

This course introduces students to the basic tenets of cultural heritage management at national and international level. Through the interdisciplinary lens of heritage studies, you will learn about the different political, social and economic meanings of heritage. Specific focus is placed on archaeological heritage, how its significance and stewardship has changed over time, and what policies and practices inform its management today. You will also learn about key challenges facing the sector.

Research Methods in Film and Visual Culture (FS5022)

30 Credit Points

This course will introduce students to a range of methods of visual analysis and approaches to research in the fields of film and visual culture. We will example key theoretical concepts and paradigms, such as authorship, spectatorship, materiality, and employ them in rigorous analysis of film, material and visual culture.

Negotiation and Cross - Cultural Management (BU5072)

15 Credit Points

Business cannot be conducted without some form of communication between the participants involved. This course examines a wide variety of different types of interpersonal communication in different types of business contexts and, by so doing, provides students with a detailed and practical overview of this vitally important subject area.

Semester 2

Compulsory Courses

Public Engagement for Arts (EL5596)

30 Credit Points

Art and culture are integral to our daily lives, and the ways in which these are experienced are continually changing. Whether it is in a street performance, a public gallery, an academic festival, a webcast, a documentary or in social media, the relationship between the creative artist and those who consume it, is complex and can itself be a creative process. This course explores the many ways in which creative materials can be brought to public view, and how different forms of communication, aural, verbal and visual, can enhance public engagement with aesthetic experiences and the discourses around these.

Optional Courses

Choose a further 30 credit points from the following electives (course availability may vary):

Managing Self and Others (BU5581)

15 Credit Points

HRM underpins all that we seek to achieve when working with other people. It includes employment law, personal skills, and the knowledge to assess what is the right approach to the many challenges that face managers every day. This course is run by tutors who have that knowledge, skill and experience. It includes fine tuning your skills in role play which extend through presentations, interviews, and negotiation to achieve success. At the end of the course you will feel confident to face the challenges of management, and convince a prospective employer of your competence and ability.

The Leadership Challenge (BU5584)

15 Credit Points

This course provides an opportunity to explore and develop an understanding of your own leadership behaviour. Through workshops, group activities and discussions we investigate how personality, past experience, current situations and culture shape the way each of us behave in a leadership role. Using this information as a starting point we then explore how different leadership theories and approaches can be used as frameworks for developing a deeper understanding of leadership behaviour. You will also have an opportunity to try out a range of practical tools and techniques to assist you in the development of your own approach to leadership.

Intercultural Communication (LN5510)

15 Credit Points

In this course a range of theories for exploring cultural norms and practices will be explored. Cultural Dimension Theory, Cross Cultural Pragmatics and Language socialization will be considered core areas of study. Other areas of relevance that will be covered and discussed include: Social Identity Theory and Language, English as a Lingua Franca the effects of Globalisation on language policy and communication, Intercultural Communication in Specific Professional Contexts, Intercultural Communication in Health Care ”The case of migrant patients and native speaker Doctors/health care staff, Intercultural Communication in Business Meetings” overcoming cultural barriers and negotiating meaning.

Managing the Present: Heritage Communities and Representation (AY5510)

30 Credit Points

This course examines “who” is represented in current frameworks for cultural heritage management, and explores possibilities and problems linked to community engagement. You will learn about approaches and ethics when working with groups that have a stake in archaeological sites and narratives, from indigenous peoples to experts and politicians. Through a joint field project, you will gain direct experience in identifying and engaging Aberdeenshire communities in heritage interpretation.

Semester 3

Compulsory Courses

Dissertation in Cultural and Creative Communication (EL5914)

60 Credit Points

Under individual supervision, students will write a 15,000-word dissertation on a topic relating to cultural and creative communication to be approved by the Programme Co-ordinator.

Programme Fees

Fee information
Fee category Cost
EU / International students £23,800
Tuition Fees for 2023/24 Academic Year
Home / RUK £11,077
Tuition Fees for 2023/24 Academic Year
MSc 12 months or 24 months On Campus Learning Full Time or Part Time January Aberdeen More

Cultural and Creative Communication

Qualification Duration Learning Mode Study Mode Start Month Location  
PgDip 9 months or 21 months On Campus Learning Full Time or Part Time September More

Cultural and Creative Communication

Qualification Duration Learning Mode Study Mode Start Month Location  
PgCert 4 months or 9 months On Campus Learning Full Time or Part Time September More

We will endeavour to make all course options available; however, these may be subject to timetabling and other constraints. Please see our InfoHub pages for further information.

Fee Information

Additional Fee Information

  • Fees for individual programmes can be viewed in the Programmes section above.
  • In exceptional circumstances there may be additional fees associated with specialist courses, for example field trips. Any additional fees for a course can be found in our Catalogue of Courses.
  • For more information about tuition fees for this programme, including payment plans and our refund policy, please visit our InfoHub Tuition Fees page.

Funding Opportunities

The James Carnegie maintenance scholarship for postgraduate students is available with this degree.


Eligible self-funded international Masters students will receive the Aberdeen Global Scholarship. Visit our Funding Database to find out more and see our full range of scholarships.

How You'll Study

Teaching will be effected through a mix of seminars, lectures, practical work and work placement.

Learning Methods

  • Field Work
  • Lectures
  • Seminars
  • Workshops

Assessment Methods

Assessments include written essays, research projects, presentations, reflective work, case studies and an individual dissertation project.

Why Study Cultural and Creative Communication?

  • to learn about and apply theories of cultural and aesthetic communication
  • to understand the place of culture and heritage in society
  • to explore the relationship between artist and audience, and develop strategies for cultural dissemination
  • to acquire more effective communication skills and public engagement methods
  • to enhance organisational and management skills
  • to gain practical experience of the cultural and creative sector

Entry Requirements


The information below is provided as a guide only and does not guarantee entry to the University of Aberdeen.

A 2.1 Honours degree or the equivalent in English Literature or a relevant cognate discipline in the arts, humanities and social sciences.

Please enter your country to view country-specific entry requirements.

English Language Requirements

To study for a Postgraduate Taught degree at the University of Aberdeen it is essential that you can speak, understand, read, and write English fluently. The minimum requirements for this degree are as follows:

IELTS Academic:

OVERALL - 6.5 with: Listening - 5.5; Reading - 6.0; Speaking - 5.5; Writing - 6.0


OVERALL - 90 with: Listening - 17; Reading - 21; Speaking - 20; Writing - 21

PTE Academic:

OVERALL - 62 with: Listening - 59; Reading - 59; Speaking - 59; Writing - 59

Cambridge English B2 First, C1 Advanced or C2 Proficiency:

OVERALL - 176 with: Listening - 162; Reading - 169; Speaking - 162; Writing - 169

Read more about specific English Language requirements here.

Document Requirements

You will be required to supply the following documentation with your application as proof you meet the entry requirements of this degree programme. If you have not yet completed your current programme of study, then you can still apply and you can provide your Degree Certificate at a later date.

Degree Transcript
a full transcript showing all the subjects you studied and the marks you have achieved in your degree(s) (original & official English translation)
Personal Statement
a detailed personal statement explaining your motivation for this particular programme


There are many opportunities at the University of Aberdeen to develop your knowledge, gain experience and build a competitive set of skills to enhance your employability. This is essential for your future career success. The Careers and Employability Service can help you to plan your career and support your choices throughout your time with us, from first to final year – and beyond.

Career Opportunities

  • Writer
  • Research Associate
  • Researcher
  • Journalist
  • Publicity Officer
  • Teacher

Our Experts

Programme Coordinator - Dr Tania Fahey Palma

Information About Staff Changes

You will be taught by a range of experts including professors, lecturers, teaching fellows and postgraduate tutors. Staff changes will occur from time to time; please see our InfoHub pages for further information.

Get in Touch

Contact Details

Student Recruitment & Admissions
University of Aberdeen
University Office
Regent Walk
AB24 3FX