MA Marketing Communications

at University of Westminster

Course structure

The aim of the course is to enhance your career prospects through knowledge and understanding of industry best-practice, balanced with academic theory. The curriculum is designed to give you an understanding of the marketing communications channels and tools that underpin the development of an integrated marketing communications strategy, which you deliver to complete the course.
 

It covers both the development of a communications message, along with the media and channel opportunities that together deliver an integrated marketing communication campaign. This involves the disciplines of branding, advertising, public relations, promotional marketing, digital marketing communications (including direct and interactive marketing and social media) and is underpinned by an in-depth understanding of consumers obtained through research and the exploration of branding.
 

All students will be initially enrolled on the MA to give you time to appreciate the different emphasis of each degree and reflect on your own ability, strengths and future career development. You will make your decision during the first semester of your study as to whether to continue to follow the MA or pursue the MSc. The new options allow a focus on either the development of creative solutions or a deeper examination of the insight data analysis offers for effective marketing communications.
 

Semester 1

You’ll start by gaining an understanding of the psychology that underpins modern consumers’ attitudes, perceptions, decision-making processes and behaviour. You’ll have the opportunity to put your learning of consumers into practice by designing research to collect and analyse data and generate insights for marketing communications. You’ll explore the wide range of media and platforms that carry marketing communications messages, including the digital platforms that are revolutionising advertising, programmatic buying, digital display, the growth of new media and the increasing importance of data. You’ll also examine the key concepts for managing brands as strategic assets both on- and off-line, all aiming to create value for customers and your organisation.
 

Semester 2

Acknowledging the importance of customer relationship marketing (CRM), you’ll study direct and data-driven concepts in marketing communications, together with creative, innovative ways to engage consumers in dialogue – from personal selling to sophisticated mobile apps. We examine a range of approaches to marketing communications from the traditional to the most contemporary. You’ll learn to use a range of contemporary digital tools and techniques, such as Google analytics, and data and social media dashboards, to evaluate channels for marketing communications, including mobile and content creation. Those studying the MA will explore how creativity and innovation can add value when planning marketing communications, while MSc students will experience a variety of data-analytic tools and methods which can be used to guide decision-making
 

The IMC project is a year-long module running through both semesters and integrates all of your learning. You will develop a well-researched, practical marketing communications strategy for a real company of your choice.

Core modules - MA/MSc

• Brand Strategy (semester 1)
• Consumer Psychology and Research (semester 1)
• Advertising Management (semester 1)
• Digital Marketing and Innovation (semester 2)
• Promotional, Direct and Relationship Marketing (semester 2)
• Public Relations and Reputation Management (semester 2)
• Integrated Marketing Communications Project (year-long module)
   

A minimum of a lower second class honours degree (2:2). Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome. If your first language is not English you should have an IELTS 6.5 with at least 6.0 in writing.
 

Applicants are required to submit one reference.

International tuition fee: £19,000 (Price per academic year)

As a graduate, you will be prepared for marketing, advertising and PR roles around the world and across many different sectors in specialist communications agencies, private companies, non-profits, social enterprises and government organisations. You may even follow a consultancy path with a view to becoming your own boss.
 

Taught in the heart of London, close to many of the city’s national, international and global employers, our emphasis on skills, capabilities and attributes – with multiple opportunities throughout the course to apply these capabilities to real-business projects – will provide direct work experience to enhance your CV and narrative when applying for new positions. These applied projects will not only expand your professional networks, but directly enhance the prospects for early employability after graduation.