Program Overview

Marketing Communications MA/MSc

Overview

The Marketing Communications MA/MSc course is designed 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.

Course Structure

The course is divided into two semesters, with the following modules:

Core Modules - MA/MSc

• Brand Strategy: This module explores the role of brand strategy within the context of the marketing communications environment, evaluates contemporary concepts of brand strategy, and examines their application to a broad range of organisations.
• Consumer Psychology and Research: The Consumer Psychology and Research module draws on psychology, sociology, and economics. You will be exploring the theoretical underpinnings of consumer behaviour and apply these learnings, especially in the context of greater consumer choice, the changing face of technology, media, shopping channels, and globalisation.
• Advertising Management: Discussing advertising for a brand is something that everyone can do, but identifying the important issues and the concepts used in its execution in order to arrive at a detailed analysis is something that comes from practice and experience.
• Digital Marketing and Innovation: This module introduces the contemporary digital marketing environment. A range of innovative and disruptive approaches to digital marketing communications are considered in the contemporary business environment in a sustainable business context.
• Promotional, Direct and Relationship Marketing: This module explores those strategies and tools that focus on Sales Activation, to engage consumers and deliver a short-term sales advantage.
• Public Relations and Reputation Management: This module considers public relations' (PR) role in marketing and corporate communications and in both short- and long-term brand building.
• Integrated Marketing Communications Project: Over two semesters this module will guide you through the two stages of the IMC Project (The Proposal and The Plan), helping you to synthesise content from other modules with contemporary issues and theories from the industry.

Option Module - MA

• Creative Development - Strategy and Process: This module will be the elective for students wishing to pursue the MA route, involving them in a semester-long exploration of the Creative Development Process that most creative agencies engage in.

Option Module - MSc

• Data Analytics for Marketing: The module is a deep dive into the world of data collection, analysis and marketing decision making based on research. You will explore quantitative research methods such as regression, correlation, ANOVA, Factor and Cluster analysis using statistical software such as SPSS.

Professional Accreditations

We have excellent links with relevant professional bodies, including:

• The Institute of Data and Marketing (IDM)
• The Chartered Institute of Public Relations (CIPR)
• The Institute of Practitioners in Advertising (IPA)

Entry Requirements

• A minimum of a lower second class honours degree (2:2)
• Alternative professional qualifications with at least three years of relevant professional experience will also be considered
• If your first language is not English, you should have an overall IELTS 6.5, with a minimum of 6.0 in each component

Fees and Funding

• UK tuition fee: £16,900 (Price per academic year)
• International tuition fee: £20,000 (Price per academic year)
• Alumni discount available
• Funding options available, including Student Finance England (SFE) and scholarships

Careers

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.

Teaching and Assessment

Your learning experience is designed to develop the capabilities needed by the graduate labour market, integrating practice-based learning and projects alongside academic learning and marketing theory.

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.

Course Location

In the heart of London, our Marylebone Campus is home to the Westminster Business School and our Architecture, Planning and Tourism courses.

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.