Course Overview
Course summary
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, which 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
- On graduation, you’ll be prepared for a wide range of marketing communications careers in management, strategy, PR, advertising and communications
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.
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.
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 on this course.
Core modules - MA/MSc
This module explores the role of brand strategy within the context the marketing communications environment, evaluates contemporary concepts of brand strategy and examines their application to a broad range of organisations. The module is delivered through lectures, workshops and seminars with assessment that are focussed on the student’s ability to apply and integrate the concepts to analyse, formulate and recommend future strategic propositions.
20 credits
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. You will also learn the fundamentals of primary and secondary research to aid better understanding of consumers and the market and apply this to marketing communications decision making.
20 credits
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. By frequent and varied application, it is anticipated that a critical understanding of advertising and brand management will be gained.
20 credits
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. You will engage with material actively as a community of practice through classroom and online engagement, considering strategic, tactical and ethical perspectives and applying these to a range of contexts.
20 credits
This module explores those strategies and tools that focus on Sales Activation, to engage consumers and deliver a short-term sales advantage. This module will examine the key disciplines of Sales Promotion, Shopper Marketing, Field Marketing, Direct Mail & Email Marketing and Customer Relationship Marketing - much against a background of retailing and e- & m-commerce.
20 credits
This module considers public relations’ (PR) role in marketing and corporate communications and in both short- and long-term brand building. It examines PR’s origins, scope, character and applications in creating and defending corporate and brand reputation in today’s business environment. It investigates the use of PR tools and strategies to build and maintain stakeholder relationships, create trust, manage online reputational risk and evaluate PR value.
20 credits
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. As well as ensuring that you have a clear vision of what modern IMC is, and what is expected at both (assessed) stages, it will also be the unifying core of the course, from induction through the Residential Weekend, to the final submission of your IMC Project (The Proposal and The Plan).
40 credits
Option module - MA
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.
20 credits
Option module - MSc
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. You will also learn how to interpret these findings for marketing decisions such as A/B testing, gauging consumer attitudes towards advertisements, individual differences and how you can contribute to different purchase and engagement decisions. The use of programmatic buying and econometrics for the evaluation of media effects will also be covered.
20 credits
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. On completion of the course, the students may be eligible to take the exam for the Certificate in Digital Marketing from the IDM. 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 undertaking 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.
The Marketing Communications MA/MSc 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.
Find out more about the course
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:
+44 (0)20 7911 5000 EXT 65511
(Mon–Fri, 10am–4pm GMT)
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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. 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 to achieve 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’ – 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 on 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, allowing you to choose from a set of 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.
Read more about our Westminster Employability Award.
Course Leader
Philip Holden
Senior Lecturer
A seasoned consultant, lecturer, researcher and a published author, Philip joined Westminster Business School in 2019, having previously taught at the University of Greenwich and University of Brighton, as well as being a visiting professor at Audencia Business School in Nantes, France.
With a first degree in Anthropology and marketing experience spanning over two decades across financial services, the voluntary sector, food, retail and others, Philip spent six years as the director of a marketing communications agency before joining a national charity and then taking a Master’s Degree in Marketing. He has devised training for small businesses and non-profits and writes/directs commercial videos and theatre.
A founding member of the European Social Marketing Association, Philip has presented research at the European and World Social Marketing Conferences. He has written a number of books, including Marketing and PR on a Shoestring and Virtually Free Marketing with Bloomsbury in 2008. He also co-wrote Marketing & PR, one of the best-selling books in the Business on a Shoestring series from A&C Black, the 2nd edition of which came out in 2011. More recently, a collection of his poetry and short stories has been published.
In addition to leading the Marketing Communications MA/MSc, Philip currently teaches a range of postgraduate marketing modules. His areas of specialism include marketing, communications, theatre, writing, creative, branding, non-profit, sports, social enterprise and sociological approaches. His research concerns the social context of marketing communications and social marketing.
Communications work involves agile analytical and strategic thinking and the development of practical solutions to strict deadlines. It calls for a blend of theoretical and research-based knowledge with the practice of high-level, often extremely creative skills, which set the tone for this exciting Master’s.
Course Team
Meet Senior Lecturer Yasmin Kulasi
Have you ever wondered what our lecturers did before joining the University of Westminster? What their first job was or what inspired them to teach? What music they listen to, and what shows they enjoy? In this video series, we chat to various colleagues from across the University and ask them questions about their interests, their passions, and Westminster. In this episode, we chat to Yasmin Kulasi, Senior Marketing Lecturer at Westminster Business School.
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 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.
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. Applicants from different academic backgrounds are welcome.
If your first language is not English, you should have an overall IELTS 6.5, with a minimum of 6.0 in each component.
Applicants are required to submit one reference.
View more information about our entry requirements and the application process
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. Applicants from different academic backgrounds are welcome.
If your first language is not English, you should have an overall IELTS 6.5, with a minimum of 6.0 in each component.
Applicants are required to submit one reference.
More information
University preparation courses
Our partner college, Kaplan International College London, offers Pre-Master’s courses that may help you gain a place on a postgraduate degree at Westminster.
To find out more, visit University preparation courses.
What our students say
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
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
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.
Student Highlight
Tanja Geser
Marketing Communications MA
One of the things I enjoyed most about studying at Westminster Business School was the close interaction with professors, who not only had a broad knowledge but were very supportive and encouraging. The central location of the Marylebone campus in the heart of London was an inspiring environment to me, full of business opportunities, creativity and interesting people.
We put our marketing and business knowledge into practice on a regular basis
Student work
Students may have the opportunity to participate in a three-day workshop programme in Cambridge where they would work with a client company on a comprehensive integrated marketing communications campaign culminating in a pitch. This is immersive, collaborative and employment driven and provides real transformative learning for the students. The process builds a range of leadership, team and communications skills which is interlocked with the core content of Integrated marketing communications project. It is often the highlight of the year for students and is an inspirational gamechanger in their career journey. Past client briefs have included Ikea, Cadbury and Percol.
Learn new skills
Develop a diverse skillset
Improve your creative thinking, presentation skills, social media management and learn creative prototyping for digital products.
Improve your problem-solving skills
Improve your problem-solving and business diagnostic skills to better understand and tackle business issues.
Explore digital marketing
You'll have the opportunity to study digital marketing, preparing you to take the Diploma exams after your MA if you so wish.
Fees and Funding
UK tuition fee: £16,700 (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.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your 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
There is a range of funding available that may help you fund your studies, including Student Finance England (SFE).
Find out more 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 postgraduate students.
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: £19,500 (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.
Paying your fees
If you don't wish to pay the whole amount of your fees at once, you may be able to pay by instalments. This opportunity is available if you have a personal tuition fee liability of £2,000 or more and if you are self-funded or funded by the Student Loans Company.
Find out more about paying your 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
There are a number of funding schemes available to help you fund your studies with us.
Find out more 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 postgraduate students.
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.
Westminster Business School blog
Read our blog and get an insight into life and studies at Westminster Business School.
Facilities
The Learning Platform
Lecture theatres
Library
Bloomberg Financial Market Suite
Digital Marketing Lab
Meeting spaces
Cafe
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. At Westminster, we’ve been teaching and researching marketing for over 20 years and have implemented communications both in agencies and client-side.
To assist the learning experience, we provide reading lists, lecture and seminar materials in advance via Blackboard, our virtual learning environment. Where possible, lectures are recorded using specialist software and similar tools to make sure you can really listen to what is said in class and don’t miss a thing.
How you’ll be taught
Through a variety of teaching methods – from lectures and seminars to live case study analysis and client-led projects – we aim to bring study to life by incorporating real-world experience.
Group work is a core component of the programme, which allows you to deepen relationships with classmates, get a more thorough understanding of subjects by interacting with people from diverse professional and cultural backgrounds, and mimic the office environment in which projects are often conducted in small teams across different departments. Collaboration will be developed and amplified by using the new digital marketing classroom, Switch-23, designed to replicate the environment of an advertising agency and cultivate an agency style and approach to a new working culture.
The teaching team has strengths across multiple subject disciplines and, thanks to our excellent industry connections, we are able to facilitate significant practitioner contribution, not just by sharing our own experience, but also through a selection of industry guest speakers and workshops that provide valuable insights into the industry and keep you up-to-date with industry practice. Previous speakers have covered topics including Search Engine Optimisation (SEO) and global brand strategy, for example.
In the following graph you'll find examples of how study time has been distributed in the past (data from the academic year 2023/24). Changes to division of study time may be made in response to feedback and in accordance with our terms and conditions. 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
We use a wide range of engaging assessment methods and prioritise more innovative, industry-focused tasks, including video creation, portfolio production, client meetings, blogs and digital content creation, poster presentation and team presentation, as well as time-constrained assessments. The focus on practical resolution of real problems and the encouragement of analytical skills and creativity make this an attractive course.
In the following graph you'll find an indication of what you can expect (data from the academic year 2023/24). Changes to assessment weights may be made in response to feedback and in accordance with our terms and conditions. Assessments typically fall into three broad categories:
- Practical: examples include presentations, podcasts, blogs
- Written exams: end of semester exams
- Coursework: examples include essays, in-class tests, portfolios, dissertation
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
Course Location
In the heart of London, our Marylebone Campus is home to the Westminster Business School and our Architecture, Planning and Tourism courses. Specialist workshops, dedicated digital and architecture studios, and our extensive Marylebone Library offer students everything they need for academic success.
Marylebone Campus is opposite Baker Street tube station and within easy walking distance of Regent's Park and Marylebone High Street.
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.
Contact us
Call our dedicated team on:
+44 (0)20 7911 5000 ext 65511
Opening hours (GMT): 10am–4pm Monday to Friday
Opening hours (GMT): 10am–4pm Monday to Friday
More information
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