Course Overview

Attendance
UK/EU Fees £16,000 *
International Fees £18,500 *
Alumni Discount See details
Duration 1 year

* Price per academic year

Course summary

Marketing communications covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. This work is often carried out by specialist agencies, and involves both strategic thinking and the development of creative solutions. It calls for a blend of research-based knowledge with the practice of high-level, often extremely creative, skills. The course includes a study of the tools that underpin the development of a marcomms strategy and the media platforms to deliver a marcomms campaign.

As part of the course, you will have the opportunity to study digital marketing, which makes up the syllabus for the Professional Diploma in Digital Marketing. This will prepare you to take the Diploma exams after your MA if you so wish.

The course covers the main marketing communication techniques. It provides you with a sufficient foundation in marketing to enable you to work easily with people involved throughout the marketing management process. The ultimate aim of the course is to enhance individual career advancement prospects through knowledge of how to apply academic learning to best marketing communications practice.

A highlight for many students is the residential at a Cambridge college and talks from practitioners and alumni organised throughout the course which provide an opportunity for networking and extending learning in new environments.

Course structure

The following modules are indicative of what you will study on this course. 

Year long module

In this module you will come to understand the nature of learning and how you best learn. You will reflect on your progress and development throughout the course, helping you to generate a personal development plan. You will discuss current thinking in the field of integrated marketing communications, and debate new ideas and media issues. Integrated Marketing Communications (IMC), and debate new idea and media issues.

IMC has developed in the last 20 years to be a vital element in the marketing management process. It embraces all of the communications tools, consumer behaviour, research and strategy covered by the course and seeks to place them within an overall context of how IMC has developed, what it seeks to achieve and how its success can be measured. The module explores the various criticisms which are levelled at IMC and examples of where it is considered to have succeeded and failed. The impact of digital delivery on the future development of IMC is also explored.

The module is delivered over one year and is designed to underpin your learning about marketing communications by introducing IMC concepts and issues at appropriate times throughout the course. It also serves as a lead into the IMC campaign project which forms the capstone of student learning and assessment on the course.

In semester one you will study the underpinning concepts and strategies for marketing communications.

Semester one modules

Organisations must understand their consumers and how they choose products and services so they can provide effective communications. Many companies have incorporated a customer focus in their overall strategies and use sophisticated approaches to consumer behaviour, which form the basis of their marketing communication strategies. In this module you will gain a critical understanding of factors influencing consumer behaviour and decision making which can be used in the development of more effective marketing communication strategies.

In this module you will consider the role of marketing communications within the broader context of an organisation’s marketing strategy and competitive environment. The module explores contemporary concepts of marketing and brand strategy. You will learn to apply your knowledge to a broad range of organisations.

This module will give you a robust and comprehensive introduction to the theory, application and practice of marketing research in relation to the media. You will examine the need for research to support communications initiatives during their implementation, delivery and evaluation. A major part of this is the way in which research is used in audience measurement.

Students who start the course in January have a compulsory six-week summer school in May-June. This includes the Promotional Marketing module and part of the Semester Two modules. You will also start working on your Integrated Marketing Communications project.

In semester two you will study in greater depth the tools and media platforms for marketing communications. The January cohort will begin these modules during the summer school.

Semester two modules

This module will give you a greater understanding of advertising theory and its application. Advertising is a term often used to represent all forms of marketing communications. Important though advertising is, it is only part of the marketing communications mix. This module discusses how advertising as a media tool differs from other elements of the marketing communications mix and its role within an integrated marketing strategy.

It covers the advertising and creative process, campaign planning, implementation and metrics, advertising in society, and the problems and opportunities of advertising in a constantly changing media environment.

Reflecting the rapidly changing practice in the marketing communications industry, you will explore how direct marketing uses traditional, digital and social media platforms for the acquisition, engagement and retention of customers.

The ability to provide precise, accountable results and directly support the trend towards the development of long-lasting relationships with customers has increased the strategic value to the organisation of direct and digital marketing. This module includes the syllabus material for the Professional Diploma in Digital Marketing.

This module takes a holistic view of the sales process and promotional marketing activities by drawing together a number of related themes such as sales and promotional management, customer loyalty, experiential marketing, packaging, and in-store marketing (including point-of-purchase and couponing). Analysing each activity as an individual discipline, the module draws the strands together to illustrate how post-modern concepts such as shopper marketing have come to prevail in contemporary strategic marketing communications thinking.

This module is delivered during the summer school in June for the January cohort.

This module concentrates on giving you an understanding of the role of public relations within an organisation, with special reference to marketing communications. You will examine the origins, scope and a range of applications of PR, focusing on its role in marketing communications management, the development and maintenance of corporate reputation and the growing role of sponsorship within the marketing communications portfolio.

Finally you undertake a project which allows you to bring together all the knowledge you have gained during the programme. This is a practice-based project in which you will make an assessment of a brand’s current situation and future potential in relation to its marketing, brand and marketing communications strategies. With guidance from your supervisor you will develop an in-depth, comprehensive integrated marketing communications plan for the product.

The module is delivered through class sessions, workshops and one-to-one tutoring with an individually allocated supervisor. It includes a two-day residential at a Cambridge University College.

Professional association

This course is accredited by the Digital Marketing Institute (DMI).

Entry Requirements

Typical offer

  • Undergraduate Degree

Applicants should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours or international equivalent) and demonstrate interest and motivation in the subject area. Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.

If English is not your first language, you will need an IELTS score of 6.5, with a minimum score of 6 in each element.

View more information about our entry requirements and the application process

Applicants should normally hold a first degree from a recognised institution (minimum Lower Second Class Honours or international equivalent) and demonstrate interest and motivation in the subject area. Alternative professional qualifications with at least three years’ relevant professional experience will also be considered. Applicants from different academic backgrounds are welcome.

If English is not your first language, you will need an IELTS score of 6.5, with a minimum score of 6 in each element.

More information

Careers

As a Marketing Communications postgraduate, you can look forward to excellent career prospects in both specialist agencies and within in-house marketing departments.

Past students have gone on to successful careers in advertising, public relations, brand management, direct and interactive marketing, sales promotion, market research and data manipulation.

With the Marketing Communications MA, you'll be particularly well-placed to pursue opportunities with organisations that require marketing specialists with the ability to think strategically and develop creative solutions.

The Chartered Institute of Marketing's Introductory Certificate gives you CIM membership during your MA qualification.

Our Careers and Employability Service is here to support you to achieve your full potential.
 
With a growing network of over 3,000 employers around the world and a team of experienced careers consultants, we provide you with a variety of opportunities to work and develop new skills. As a University of Westminster student, you’ll have access to our services throughout your studies and after you graduate.
 
We can help you:
    •    find work placements, graduate jobs or voluntary experience related to your course
    •    discover international opportunities to enhance your employability
    •    write effective CVs and application forms
    •    develop your interview and enterprise skills
    •    plan your career with our career consultants
    •    gain insights into your chosen industry through mentoring
    •    meet employers and explore your career options at our employer fairs, careers presentations and networking events 
 
Find out more about the Careers and Employability Service.

 

Find out more about other employability initiatives at the University of Westminster. 

This module will give you a greater understanding of advertising theory and its application. Advertising  is a term often used to represent all forms of marketing communications. Important though advertising is, it is only part of the marketing communications mix. This module discusses how advertising as a media tool differs from other elements of the marketing communications mix  and its role within an integrated marketing strategy. It covers the advertising and creative process, campaign planning, implementation and metrics, advertising in society, and the problems and opportunities of advertising in a constantly changing media environment.

Fees and Funding

UK and EU tuition fee: £16,000 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

Alumni discount

This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.

Funding

As well as tuition fee loans, there is a range of funding available to help you fund your studies.

Find out about postgraduate student funding options.

Scholarships

The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.

Find out if you qualify for one of our scholarships.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

Professional Diploma in Digital Marketing

Your course fee includes registration with the Digital Marketing Institute and materials for the Diploma but does not include the examination fee (currently £145).

International tuition fee: £18,500 (Price per academic year)

When you have enrolled with us, your annual tuition fees will remain the same throughout your studies with us. We do not increase your tuition fees each year.

Find out how we set our tuition fees.

Alumni discount

This course is eligible for an alumni discount. Find out if you are eligible and how to apply by visiting our Alumni discounts page.

Funding

Find out about funding for international students.

Scholarships

The University is dedicated to supporting ambitious and outstanding students and we offer a variety of scholarships to eligible undergraduate students, which cover all or part of your tuition fees.

Find out if you qualify for one of our scholarships.

Additional costs

See what you may need to pay for separately and what your tuition fees cover.

Professional Diploma in Digital Marketing

Your course fee includes registration with the Digital Marketing Institute and materials for the Diploma but does not include the examination fee (currently £145).

What our students say

Hayley Millard photo

Hayley Millard

Marketing Communications MA, 2011

Data Applications Manager at YouGov

The best part of the course was working in teams using real life case studies with industry partners, putting together integrated marketing communication plans for brands with objectives and strategies. This gave us a real insight into the marketing communications world and now, five years after graduation, I’ve returned to work with the MAMC team, bringing my expertise as a mentor, a guest lecturer and in workshops.
 

Pierre Bizeul photo

Pierre Bizeul

Marketing Communications MA, 2012

Senior Strategist at ORM London

This course more than matched my expectations. The programme is structured, modern, practical and interesting and I developed a real understanding of managing marketing communications strategically. The international diversity on the course enriched my learning experience immensely. The industry workshops and residential program at Cambridge really enhanced the learning experience.

Carolyn Chin Ong photo

Carolyn Chin Ong

Marketing Communications MA, 2015

Programmatic Analyst at OMD International

Throughout the year the teaching team and the careers team were incredibly supportive and really employment focused. Because of this, I have been able to secure an amazing job with OMD International, a leading London Marketing Communications agency. Most of my coursemates are working in really credible marketing communications agencies in London and all over the world.

Facilities

Course Location

Our Marylebone Campus has benefitted from a multi-million-pound refurbishment resulting in new workshops, digital studios and development of the Marylebone Library. The campus is home to Westminster Business School and our award-winning Architecture, Planning and Tourism courses. For more details, visit our Marylebone Campus page.

Contact us

Contact the Course Enquiries Team:

+44 (0)20 7915 5511

[email protected]

Opening hours (GMT): 9am–4.30pm Monday to Friday

More information

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