Skip to content High contrast mode
Logo of University of Westminster

MAMarketing Communications

Tuition fee £16,500 per year
More information

Expenses, accommodation, working etc. 


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.

As part of the course, you will have the opportunity to take exams for the Professional Diploma in Digital Marketing and upon successful completion of the exams become a professional member of the Digital Marketing Institute.

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 are the study trips and company visits organised throughout the course which provide an opportunity for networking and extending learning in new environments.

Programme structure


Contemporary Issues in Marketing Communications (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.

Buyer Behaviour for Marketing Communications

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 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.

Marketing and Brand Strategy

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.

Marketing and Media Research

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.

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.

Advertising Management

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.

Direct Marketing and Social Media in a Digital Age

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.

Promotional Marketing and Event Management

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.

Public Relations and Reputation Management

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 focussing on its role in marketing communications management, the development and maintenance of corporate reputation and growing role of sponsorship within the marketing communications portfolio.

Integrated Marketing Communications Campaign Planning Project

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 one-day workshop developing a marketing communications campaign for a real organisation, normally at the Tower of London, and a two-day residential at a Cambridge University College.

Career opportunities

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 MA Marketing Communications, 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.

Apply now! Fall semester 2020/21
This intake is not applicable

We are currently NOT ACCEPTING applications from NON-EU countries, except Georgia and Serbia.

Studies commence
Sep 20, 2020

Application deadlines apply to citizens of: United States