Marketing Communications

University of Westminster
London, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' 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.
The four marketing communication modules and the individual campaign planning days are available on a stand-alone basis for suitably qualified applicants from industry.

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

What will you gain? The MA Marketing Communications provides those working, or wishing to work, in the industry with the necessary intellectual tools to exercise professional judgement. By covering all the main marketing communication techniques it will enable graduates to make strategic decisions over the most appropriate communication mix, as well as helping them function in their chosen specialism. It will also provide them with a sufficient foundation in marketing, so that they can work easily with marketing managers.

Course Content
The course consists of eight modules studied over two semesters (full-time) or four semesters (part-time):
Aspects of Marketing Management
Marketing and Media Research Management
Buyer Behaviour
Advertising Management
Public Relations Management
Sales Promotion Management
Direct Marketing Management
Project
Either Integrated Marketing Communications or Marketing Management.

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
i 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;
ii graduates in subjects other than those closely related to business and management must have at least an Upper Second Class Honours degree;
iii occasionally, non-graduates with significant experience of marketing and/or marketing communications may be admitted to the course;
iv 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.

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Phone:+44 (0)20 7911 5000

School Address:

Headquarters Building, 309 Regent Street London W1B 2UW, UK


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