Course Overview
Course summary
The expansion of new media technologies and sophisticated customer profiling – covering everything from media consumption to recreational preferences – have increased the choice and importance of creative decisions in marketing strategy. Developed with input from current ‘marcomms’ practitioners, our professionally-focused degree will equip you with the creative and specialist knowledge, skills and capabilities to select the right media channels and craft the most effective messages.
You can also boost your employability by gaining additional qualifications with the Institute of Data and Marketing (IDM) and/or the Chartered Institute of Marketing (CIM). Our status as a CIM Graduate Gateway institution entitles you to apply for exemptions from modules on its professional qualifications, while you can gain IDM’s Award in Digital Marketing during the Digital Marketing Essentials module.
You will learn about consumer behaviour, customer relationships, branding and how to conduct and interpret the insight needed to inform communications and track the success of marketing campaigns. You’ll gain hands-on experience developing creative strategy by working on live client briefs from external marketers or, for example, designing an advert as part of a woke advertising campaign.
Acknowledging the importance of digital techniques and social media marketing, you’ll have access to our new digital marketing lab, Switch 23, which is set up to mimic a creative agency. It features a large touch screen and individual work stations that students can connect to, using laptops and mobile phones to present their campaigns.
You could go on to work for a marketing communications department in-house for an organisation or you could choose to specialise in advertising, public relations (PR), brand management, direct and digital marketing for a creative agency or as a freelancer.
Top reasons to study with us
- Professionally focused course with chance to gain additional professional qualifications from the Institute of Data and Marketing (IDM), the Chartered Institute of Marketing (CIM), and the Digital Marketing Institute (DMI)
- Digital Marketing Essentials module incorporates content for IDM Award in Digital Marketing and the final-year Direct and Interactive Marketing module provides opportunity to gain the IDM Diploma in Digital Marketing
- Option to spend one semester or one year studying abroad at one of our partner institutions, gain valuable work experience, or a combination of both. For example, one previous student worked as a marketing executive for ICG Medical
- Opportunity to study a foreign language as an optional module in each year of study
- Hear from experts and mingle with marketing students by joining the student-run Westminster Marketing Society or gain experience working for the student-run Westminster Business Consultants
- Optional placement year to gain valuable work experience, for example, one of our previous students spent six months working as a podcast assistant for MailOnline, while another worked at IBM
- Guest lectures from industry practitioners have previously included speakers on Google analytics and from organisations such as IBM, Tableau, Coca Cola and LinkedIn
- Programmes are delivered by a multicultural and international teaching body, who come from professional practice and/or regularly publish in top international journals
Course structure
Designed to create work-ready graduates who meet the needs of industry, this course will prepare you for a career in a broad range of marketing disciplines, combining branding, marketing communications, data and analytics, consumer decision-making and media planning for both traditional and digital channels. With work-based learning embedded in the course, you’ll graduate work ready with the skills, knowledge and expertise required to move confidently into the world of marketing communications.
The following subjects are indicative of what you will study on this course.
You are introduced to key marketing theories, concepts and emerging marketing tools and techniques. We focus on the customer, examining buyer behaviour and the factors which affect perceptions and purchase decisions.
Subjects of study include:
- Brand and Management with AI
- Creative Development Enhanced with AI
- Digital Marketing Essentials
- Fundamentals of Marketing
- Understanding Consumers
You will also have the opportunity to take an option module that broadens your skills or helps you to gain more in-depth knowledge of your specialist area. Your option module may be a foreign language.
Credit Level 4
We’ll begin to look at the range of media channels at your disposal and how you can communicate effectively in a clear, concise manner and using the most appropriate medium, culture and style. This will depend on your audience, its size and profile and the desired emotional effect/outcome. Optional modules allow you to utilise customer insight to generate data-driven creative content, develop a strategic media plan and deliver a successful marketing communications campaign. You will also develop your understanding ethics and social responsibility, to be socially, environmentally and ethically aware.
Subjects of study include:
- Advertising in the Age of AI
- Consumer Insights
- Contemporary PR Management
- Data Analytics
- Ethics and Social Responsibility
- Social Media Marketing
- Strategic Media Planning
Alternatively, in place of the option modules, you may be able to take the WBS Study Abroad Experience (subject to eligibility) or the WBS Work Experience.
Credit Level 5
Professional experience or Study Abroad year
Between Years 2 and 3 you can undertake a one-year business placement. Past students have completed placements in a variety of SMEs and prestigious organisations including British Airways, Disney UK and Heinz. Alternatively you can study abroad at one of our partner institutions. You can also choose to split your year abroad into a first semester exchange and a second semester work placement, both conducted overseas, or undertake a placement year overseas.
Find out more about the costs involved in taking a study abroad or placement year.
In your final year, you will learn the importance of selling in the marketing context and participate in creating, planning, testing and measuring a digital marketing campaign by emulating a digital marketing agency. You’ll bring together the skills and knowledge you have learnt throughout the course in your Final Major Project, giving you the opportunity to play to your strengths and what interests you most, choosing either a dissertation, consultancy report or creative project.
Subjects of study include:
- Cultures and Communications
- Digital and Direct Marketing with AI-Driven Techniques
- Final Major Project
- Integrated Marketing Communications
- International Marketing
- Luxury Brand Management
- Marketing Sales Management
- Sustainability Marketing
Credit Level 6
Programme recognition
As a Graduate Gateway Institution with the Chartered Institute of Marketing (CIM), the content of our degree has been mapped against CIM qualifications to apply exemptions for modules. This provides a unique opportunity to gain a professional qualification or award alongside your marketing degree and means that for most qualifications, you may only have to take one assessment instead of the usual three. You can also choose to gain a professional qualification from the Institute of Data and Marketing (IDM) as the content of our Digital Marketing Essentials module incorporates content for the Award in Digital Marketing and, in your final year, the Interactive and Digital Marketing module leads on to the IDM’s Diploma in Digital Marketing.
The Marketing Communications with AI Integration is accredited by the Digital Marketing Institute. Our marketing degrees have been mapped for DMI certification. The partnership offers DMI professional certification opportunities when students enrol as DMI members.
For more details on course structure, modules, teaching and assessment Download the programme specification (PDF).
To request an accessible version please email [email protected]
Get your copy of the University of Westminster prospectus and browse the range of courses on offer.
Contact us for general course enquiries:
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Careers
Marketing is a dynamic sector that offers the chance to pursue careers working abroad or for companies that trade all over the world. Marketers, perhaps more than in any other area of business, need to be able to work effectively in teams, solve problems, think critically and creatively, and present their ideas persuasively. Our marketing degrees are designed to develop your analytical, problem-solving and other transferable skills, providing you with a breadth of knowledge in business, along with the specialist knowledge required to carry out strategic marketing in challenging new contexts.
Past graduates of this degree have found successful employment in marketing roles such as: management trainee, retail manager, marketing trainee, market research assistant, advertising trainee, PR assistant, sales promotion executive, trainee brand manager, global brand assistant. Increasing numbers of our students progress to further study on graduation: either taking professional qualifications or staying on for postgraduate study.
The University's Careers and Employability Service has built up a network of over 3,000 employers around the world, helping all our students explore and connect with exciting opportunities and careers.
Develop your innovation and entrepreneurial skills
Develop your innovation and entrepreneurial skills in The Big Idea competition, sponsored by Santander.
Kickstart your career
Learn how to use social media in your job hunt or LinkedIn to kickstart your career.
Develop your CQ
Develop your cultural intelligence – or ‘CQ’ – studying alongside students and staff representing more than 100 nationalities.
Industry links
As well as the links the institution and individual staff have with professional bodies, including the CIM and IDM, many of the staff who currently teach on this course have extensive professional experience in a range of business sectors and many maintain links with industry through consultancy and training work.
Through our Alumni Voices series, you’ll also hear from former postgraduate Marketing students, who will share experiences, including those who work for global media groups or have established their own marketing consultancies.
Job roles
The course will prepare you for a wide variety of roles in business. Examples of these from our recent graduates are:
- Advertising executive
- Brand manager
- Management trainee
- Market researcher
- Marketing associate/manager
- Marketing strategist
- Product development officer
- PR officer
- Social media executive/manager
Unlock your career potential at Zone29
Zone29 is our new home for student enterprise and career success, opening in spring 2026.
It will be your digital and physical destination for careers opportunities and guidance, including:
- jobs, placements and work experience
- tailored career guidance and mentoring
- step-by-step career planning through the Westminster Award
- work and study abroad programmes
- help with starting your own business or freelancing
- connecting with Westminster graduates
International Opportunities
Many of our courses offer international study and work experiences, and the University provides other global opportunities that all students can apply for – so whatever you're studying, you'll have the chance to go abroad.
Opportunities could include:
- Taking part in semester or year-long exchanges at institutions around the world
- Attending an international summer school or field trip
- Developing your CV through volunteering or work placements abroad
International experience broadens horizons, boosts self-confidence, and improves global understanding, alongside being fantastic for your career.
Find out more about our international opportunities, including funding options and where you can go.
Course Leader
Paul Carless
Lecturer
Paul Carless is a Lecturer in Marketing and Fellow of the Higher Education Academy (FHEA). He joined Westminster University in 2022 with over 26 years of teaching experience on a range of undergraduate and postgraduate level modules. He currently is module leader for Brand Management with AI (level 4), The Power of Brands (level 4) and Global Marketing Management (level 6). Highlights from previous posts include module leader for level 6 dissertations and pass rates of over 70% for the Chartered Institute of Marketing (CIM) qualifications.
After completing a Master’s degree in Marketing Paul has gained a variety of marketing experience including marketing consultancy for a range of SME’s specialising in the service sector. Examples of companies include corporate intelligence and insolvency, building & construction and the sports industry.
It’s fantastic to see the progression of students as they improve their marketing knowledge, confidence and professionalism. It’s an exciting time to be joining the course as we have now integrated AI into many modules.
Course Team
Marketing courses
Learn more about Westminster's Marketing courses from our students and staff. Find out about their experience studying at Westminster, including what it's like to study at the University's Marylebone campus in the heart of central London.
Why study this course?
Combine theory and practice
Link theory to global practice through real-life case studies, guest lectures and live marketing projects.
Build connections
Build connections with peers, marketing professionals and future employers through our links with the CIM and IDM.
Additional professional qualifications
Get the chance to gain additional professional qualifications from the Institute of Data and Marketing (IDM) and the Chartered Institute of Marketing (CIM).
Entry Requirements
- A Levels – BBC (112 UCAS Tariff points)
- T levels – 112 UCAS Tariff points
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis
- BTEC Extended Diploma – DMM
- BTEC Diploma – D*D*
- Access – 112 UCAS Tariff points from the Access course
In addition to one of the above, you should have:
- GCSE English Language grade 4/C – IB grade 4 Higher Level, GCSE Maths grade 4/C – IB grade 4
If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.
We also welcome applications from students who are taking a combination of qualifications listed above. For further information, please contact Course Enquiries.
View more information about our entry requirements and the application process
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis. You can refer to the UCAS calculator to determine your point score
- We accept a wide range of international high school level qualifications. Please see information on Country-specific entry requirements
- We work in partnership with Kaplan International College London who provide International Foundation Certificate courses for students who don’t meet our entry requirements. Upon successful completion, you can progress to your chosen degree at the University of Westminster. Find out about a range of university preparation courses that are accepted for entry.
English language requirements
- If your first language is not English, you should have an IELTS score of 6.0 overall, with a score of 5.5 in each component. Please note we accept a wide range of English language qualifications and assessments. Find out more at English language requirements.
- If you don't meet the English language requirements yet, then we offer online and on campus pre-sessional English programmes to help develop your English language skills to the required level before you start your course. Find out more about our pre-sessional English programmes.
More information
- A Levels – BBC (112 UCAS Tariff points)
- T levels – 112 UCAS Tariff points
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis
- BTEC Extended Diploma – DMM
- BTEC Diploma – D*D*
- Access – 112 UCAS Tariff points from the Access course
In addition to one of the above, you should have:
- GCSE English Language grade 4/C – IB grade 4 Higher Level, GCSE Maths grade 4/C – IB grade 4
If your first language is not English, you will need an IELTS of 6.0 overall, with 5.5 in each component.
We also welcome applications from students who are taking a combination of qualifications listed above. For further information, please contact Course Enquiries.
View more information about our entry requirements and the application process
- International Baccalaureate – 112 UCAS Tariff points from all components of the Diploma Programme. International Baccalaureate Career-related Programme will be considered on a case-by-case basis. You can refer to the UCAS calculator to determine your point score
- We accept a wide range of international high school level qualifications. Please see information on Country-specific entry requirements
- We work in partnership with Kaplan International College London who provide International Foundation Certificate courses for students who don’t meet our entry requirements. Upon successful completion, you can progress to your chosen degree at the University of Westminster. Find out about a range of university preparation courses that are accepted for entry.
English language requirements
- If your first language is not English, you should have an IELTS score of 6.0 overall, with a score of 5.5 in each component. Please note we accept a wide range of English language qualifications and assessments. Find out more at English language requirements.
- If you don't meet the English language requirements yet, then we offer online and on campus pre-sessional English programmes to help develop your English language skills to the required level before you start your course. Find out more about our pre-sessional English programmes.
More information
What our students say
Lukas Egloff
Marketing Communications BA - 2022
The University of Westminster offers a great academic hub to acquire a high-quality education and make connections for life. If you’re looking for a modern environment with a good balance of academic guidance and relation to real-world appliance of your studies, Westminster is the ideal choice in my opinion.
Nicole Sousa Fernandes De Moraes
Marketing Communications BA - 2024
I met the greatest people on my course and got to engage with a diverse student body as well as staff. The hands-on projects and real-world applications of our coursework made the program especially rewarding.
Rodrigo Medici De Oliveira Barroso
Marketing Communications BA - 2025
What I have particularly enjoyed about this course was our advertising project, which included making four video advertisements for a mental health charity. My group and I had loads of fun making these and looked at it as way more than just a university project.
Learn new skills
Develop your creativity
Develop your creativity to think outside the box.
Learn to critically evaluate
Learn to critically evaluate the strategies that managers use to help organisations adapt in an uncertain or complex environment.
Improve your problem-solving skills
Improve your problem-solving skills to better understand and tackle people management issues.
Fees and Funding
UK tuition fee: £9,535 (Price per academic year)
Please note that if you defer your place, the first year’s tuition fees will be those of the academic year in which you enrol, which may be higher than the fee shown for this year.
Fees are subject to UK Government Parliamentary procedure.
Find out how we set our tuition fees.
Funding
As well as tuition fee loans, there is a range of funding available to help you fund your studies.
Find out about undergraduate 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.
International tuition fee: £17,000 (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 International tuition fees.
Please note that if you defer your place, the first year’s tuition fees will be those of the academic year in which you enrol, which may be higher than the fee shown for this year.
Find out how we set our tuition fees.
EU Qualifications Welcome Award Scheme
If you are an international student accepted on an undergraduate programme starting in September 2024 or September 2025 at level 3 (Foundation) or level 4 (first year) on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.
International student funding
Find out about funding for international students.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
UK tuition fee: £9,535 (Price per academic year)
Please note that if you defer your place, the first year’s tuition fees will be those of the academic year in which you enrol, which may be higher than the fee shown for this year.
Fees are subject to UK Government Parliamentary procedure.
Find out how we set our tuition fees.
Funding
As well as tuition fee loans, there is a range of funding available to help you fund your studies.
Find out about undergraduate 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.
International tuition fee: £17,000 (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 International tuition fees.
Please note that if you defer your place, the first year’s tuition fees will be those of the academic year in which you enrol, which may be higher than the fee shown for this year.
Find out how we set our tuition fees.
EU Qualifications Welcome Award Scheme
If you are an international student accepted on an undergraduate programme starting in September 2024 or September 2025 at level 3 (Foundation) or level 4 (first year) on the basis of an eligible EU qualification only, you will be awarded a tuition fee reduction which will align your fee more closely to the one for UK students. For more information, see the EU Qualifications Welcome Award Scheme.
International student funding
Find out about funding for international students.
Additional costs
See what you may need to pay for separately and what your tuition fees cover.
We Are Westminster Blog
Read our blog to get an insight into student life and studying at the University of Westminster.
Student work
In September 2019, during the first week of term, first-year marketing students spent the day visiting the Tower of London, exploring over a thousand years of history at this famous attraction. The main objective was to bring together new students across all of the University’s marketing programmes, including Marketing Management BA, Marketing Communications BA, International Marketing BA and Business Management (Marketing) BA.
Students were also given a series of marketing challenges to undertake, all relevant to their areas of study. These involved developing marketing plans and promotional campaigns to build awareness of the Tower of London across the world and attract more visitors. As well as making friends and developing their teamwork skills, students had a taste of what it’s like to work as a marketing manager or for an advertising agency.
Find out more about this field trip on our WBS blog.
Teaching and Assessment
Below you will find how learning time and assessment types are distributed on this course. The graphs below give an indication of what you can expect through approximate percentages, taken either from the experience of previous cohorts, or based on the standard module diet where historic course data is unavailable. Changes to the division of learning time and assessment may be made in response to feedback and in accordance with our terms and conditions.
How you'll be taught
Teaching methods across all our undergraduate courses focus on active student learning through lectures, seminars, workshops, problem-based and blended learning, and where appropriate practical application. Learning typically falls into three broad categories:
- Scheduled hours: examples include lectures, seminars, practical classes, workshops, supervised time in a studio
- Placement: placement hours normally include placement opportunities, but may also include live projects or virtual activity involving employers
- Independent study: non-scheduled time in which students are expected to study independently. This may include preparation for scheduled sessions, follow-up work, wider reading or practice, completion of assessment tasks, or revision
How you'll be assessed
Our undergraduate courses include a wide variety of assessments.
Assessments typically fall into three broad categories:
- Practical: examples include presentations, videos, podcasts, lab work, creating artefacts
- Written exams: end of semester exams
- Coursework: examples include essays, reports, in-class tests, portfolios, dissertation
Data from the academic year 2024/25
Supporting you
Our Student Hub is where you’ll find out about the services and support we offer, helping you get the best out of your time with us.
- Study support – workshops, 1-2-1 support and online resources to help improve your academic and research skills
- Personal tutors – support you in fulfilling your academic and personal potential
- Student advice team – provide specialist advice on a range of issues including funding, benefits and visas
- Extra-curricular activities – volunteering opportunities, sports and fitness activities, student events and more
Facilities
The Learning Platform
Lecture theatres
Library
Bloomberg Financial Market Suite
Digital Marketing Lab
Meeting spaces
Cafe
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.
Westminster Business School
Based in the heart of London's political, media and financial services, Westminster Business School has excellent industry links and a strong commitment to social enterprise.
Our courses are accredited by professional bodies including the Association of Chartered Certified Accountants (ACCA), Chartered Institute of Building (CIOB), Chartered Institute of Marketing (CIM), Chartered Institute of Personnel and Development (CIPD) and Royal Institution of Chartered Surveyors (RICS).
Our practical teaching relates learning to the real world, and we develop graduates who are ready to respond to contemporary business challenges.
More information
Your Westminster
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