Marketing Communications MA/MSc

Wednesday 7th June 2023 - On campus - 5:30-7PM (BST)

Incorporating the latest digital and analytic marketing practices, the broad curriculum of our Master’s degree reflects the rapidly changing global marketing environment. Whilst at Westminster, you can also secure two internationally-recognised professional qualifications – the Institute of Data and Marketing (IDM) Certificate in Digital Marketing and the Institute of Practitioners in Advertising (IPA) Global Foundation Certificate, as well as joining the Chartered Institute of Public Relations (CIPR).

Here at Westminster, we’ve been teaching postgraduate degrees in marketing communications for over 20 years. Our goal is to prepare you for professional life in the increasingly complex and dynamic marketing communications industry, incorporating the growing content of digital marketing and new innovations.

The learning required for professional membership of the CIPR and the IDM Certificate in Digital Marketing has been embedded into the curriculum, meaning you automatically qualify for both on successful completion of this degree. With some additional study and after passing an exam, you can also achieve the IPA Global Foundation Certificate.

Our multidisciplinary degree integrates the various specialisms and practices within marketing communications, while considering some of the current issues affecting marketing communications – anything from how to develop an authentic brand voice to hands-on practice on a social media dashboard and programmatic media planning.

We offer a practical learning experience with interactive employer-based projects that mirror industry practice and give you the opportunity to work as a marketing communications agency in a ‘real-life’ scenario, pitching for work with a client. In the past, our excellent industry contacts have facilitated projects with high profile clients such as IKEA, Trainline and Percol Coffee, as well as small start-up companies like MatchaNow and Boundless. Throughout your studies, you’ll also work on your individual project based on a brand you select with help from your supervisor to bring together brand strategy, consumer psychology, research and the range of communications tools and channels.

Two new optional modules enable you to specialise in one of two career directions – data analytics (MSc route) or creative development (MA route) – taking you deeper into those fields. On the MSc, you’ll explore a range of quantitative research methods and techniques, such as the use of programmatic advertising and the evaluation of media effectiveness. MA students will focus on the planning processes typically used in advertising agencies, likely to be of particular interest if you have a flair for or interest in creativity and its application in the communications industry.

Top reasons to study with us

• Opportunity to gain two additional professional qualifications from the IDM and IPA.
• Successful completion of the course qualifies you for CIPR professional membership.
• Regular guest speakers have previously included heads of global creative strategy at integrated marketing communications agencies, the Head of Product at Trainline and Ipsos Healthcare’s Digital Research Manager.
• Industry field trips related to the curriculum, have previously included company visits to the Mini Plant, the Morgan Car Factory, Sky and The Museum of Brands.
• Taught by staff with substantial professional expertise in running communications, advertising, PR, promotional marketing and market research both in agencies and client-side.
• Upon graduation, you’ll be prepared for a wide range of marketing communications careers in management, strategy, PR, advertising and communications.

Why study this course?

• Outstanding facilities
  Access to our dedicated Digital Marketing Lab – Switch 23 – which is set up to mimic a creative agency environment with a large touch screen and linked desktop displays for group work.
• Combine theory and practice
  Link theory to global industry practice through real-life case studies, problem-solving and live business projects.
• Get industry insight
  Strengthen business insight through interaction with businesses and discussions about current market challenges.

Professional accreditations

We have excellent links with relevant professional bodies, including the Institute of Data and Marketing, which exists to support, encourage and improve marketing performance with development programmes to help students be the best they can be; the Chartered Institute of Public Relations, the world’s only Royal Chartered body for PR professionals; and the Institute of Practitioners in Advertising, incorporated by Royal Charter and the trade body and professional institute for agencies in the UK's advertising, media and marketing communications industry. All students will qualify to take the exam for the Certificate in Digital Marketing from the IDM. The qualification for this is core to the course, and the syllabus is embedded in the curriculum, so there is no additional workload. Students on the course also qualify for membership with the CIPR. Additionally, students can take the Global Foundation Certificate from the IPA, which requires them to undertake a series of online seminars and an IPA exam.

In association with the Institute of Practitioners in Advertising, this course prepares you to take the exam for the IPA Global Foundation Certificate.

This course is accredited by the Institute of Data and Marketing and prepares you to take the IDM Certificate in Digital Marketing.

This course is accredited by the Chartered Institute of Public Relations. You gain student membership of the CIPR and can progress to Accredited Practitioner status.

The Marketing Communications MSc is accredited by the Chartered Institute of Marketing (CIM) with a Graduate Gateway programme status. After graduating, you’ll be exempt from the Level 4 “Applied Marketing and Planning Campaign” module towards the CIM Level 4 Certificate in Professional Marketing / Professional Digital Marketing qualification and from the Level 6 “Marketing & Digital Strategy” module towards the CIM Level 6 Diploma in Professional Marketing qualification.

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.

With a growing global network of 3,000 employers, our Careers and Employability Service is here to support you in achieving your full potential.

• Grow your network
  Build connections with peers and future business leaders.
• 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’ – by studying alongside students and staff representing more than 100 nationalities.

Industry links

This course has been designed with input from a range of industry professionals working in brand and marketing consultancy, digital and data-driven communications, and creative and social media. We have excellent links with relevant professional bodies, including the Institute of Data and Marketing (IDM ), which exists to support, encourage and improve marketing performance with development programmes to help students be the best they can be; the Chartered Institute of Public Relations (CIPR ), the world’s only Royal Chartered body for PR professionals; and the Institute of Practitioners in Advertising (IPA ), incorporated by Royal Charter and the trade body and professional institute for agencies in the UK's advertising, media and marketing communications industry.

Staff who currently teach this course have extensive professional experience, and many continue to offer ongoing consultancy services. Their roles have included working with J Walter Thompson in Bangkok, in research management for Mars, in marketing communications and creative management for a national charity, a major university and a supermarket chain, as planning director for Bates Communications, as managing director of a marketing communications agency, and communications manager for Shell and Unilever.

Job roles

Graduates of this course may go on to roles such as:

• Account executive
• Brand builder/manager
• Campaign optimisation executive/campaign manager
• Client consulting manager
• Content manager
• Customer experience strategist
• Digital marketing executive/Head of digital
• Founder & CEO
• Marketing coordinator/manager
• Media buyer
• PR officer/manager
• Sales & marketing manager
• Social media manager

Graduate employers

Graduates from this course have found employment at organisations including:

• Adidas
• Aira
• AKQA
• CSM Sport and Entertainment
• Diageo
• DWA Media
• IMG Media
• M&C Saatchi
• McCann
• McLaren Automotive
• MediaCom
• Press Association
• Propaganda
• Quantum
• Rufus Leonard
• Sky
• the7stars
• Tribal DDB
• Wavemaker

Westminster Employability Award

Employers value graduates who have invested in their personal and professional development – and our Westminster Employability Award gives you the chance to formally document and demonstrate these activities and achievements.

The award is flexible and can be completed in your own time, comprising a set of core and optional extracurricular activities.

Activities might include gaining experience through a part-time job or placement, signing up to a University-run scheme – such as mentoring or teaching in a school – or completing online exercises.

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, and 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 their 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.

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

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)

Option module - MA

• Creative Development - Strategy and Process (semester 2)

Option module - MSc

• Data Analytics for Marketing Communications (semester 2)