MA Marketing Communications: University of Westminster

Introduction

The MA Marketing Communications is a complementary degree to the MA in Marketing Management with which it shares some common material while expanding the communication theme. The emphasis is on using marketing communication techniques to improve a company’s business performance.

Marketing Communications covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. This work, which is often carried out by specialist agencies, involves both strategic thinking and the development of creative solutions. It is a high-budget area, which calls for a blend of research-based knowledge with the practice of high level, often extremely creative, skills. It is an area where judgements of considerable complexity are called for, covering both what the organisation is trying to do and the beliefs, attitudes and behaviours which characterise its external environment.

All candidates will need to demonstrate that they have the commitment and motivation to benefit from, and contribute to the course.

Course Content

Core modules

• Marketing and Media Research
• Analysis and Strategy for Marketing Communications
• Advertising Management and Brand Delivery
• Buyer Behaviour
• Managing Marketing Communications
• Sales Promotion and Management
• Direct and Interactive Marketing Management
• Public Relations and Reputation Management
• Integrated Marketing Communications Campaign Planning Project

Teaching and Assessment

The course has a flexible approach to teaching and learning using a combination of lectures, seminars, case studies and group work. Of particular importance for the marketing communication modules are the four whole-day Campaign Planning workshops where students are required to put into practice some of the theories learnt across a wide range of markets from fast-moving consumer-goods to not-for-profit organisations. Students are expected to develop presentation skills and the ability to work well in teams.

Students’ performance in the seven taught modules is normally assessed by a combination of examination and coursework assignment, each of which can involve essay or case study analysis or a combination of the two.

The final module involves a project that is the natural summation and conclusion of everything that students have learnt. In appropriate places they will be able to build into the rationale of the plan the various frameworks and academic theories they have learnt in the individual modules.

Students opting for the Integrated Marketing Communications type of project will be required to examine in-depth a specific aspect of marketing communications within their recommended Campaign Plan. This will involve them in individual research beyond the material provided in the taught modules and the workshops.

Entry Requirements

• Candidates will normally possess a UK Honours degree or overseas equivalent and will either be working or will have the intention of working in the field of marketing communications
• graduates in subjects other than those closely related to business and management must have at least an Upper Second Class Honours degree
• occasionally, non-graduates with significant experience of marketing and/or marketing communications may be admitted to the course
• candidates must be competent in both written and spoken English. Overseas candidates must have a score of 6.5 or higher in the English IELTS test or equivalent