Digital Media, Public Relations and Advertising BA Honours
Program Overview
This Digital Media, Public Relations and Advertising BA Honours program prepares students for careers in the digital media industry, emphasizing content creation, storytelling, and research skills. It offers a range of modules, from core media concepts to specialized topics in digital marketing, PR, and advertising. Students benefit from industry connections, work-based learning opportunities, and access to internationally renowned research academics. The program is accredited by the Public Relations Consultants Association (PRCA).
Program Outline
Degree Overview:
This program is designed for students interested in the commercial aspects of marketing communications and consumer culture. It aims to prepare students for the rapidly evolving media and communication industries, equipping them with the skills needed for digital media roles of the future. The program emphasizes developing skills in content creation, digital media production, storytelling, and research, alongside a critical understanding of the role of media in society.
Objectives:
- To develop highly skilled media professionals capable of creating and sharing messages professionally across any digital platform.
- To provide a critical understanding of core academic concepts related to digital media.
- To foster a critical appreciation of the role of media in society.
- To develop advanced digital production skills and the ability to create and pitch strategies and content for different media platforms.
- To prepare students for a range of different audiences and organizational contexts.
- To equip students to respond to client and employer objectives and briefs.
Outline:
Year 1:
- Shared Modules:
- Creating Digital Content
- Creative Industries and Professional Life
- Digital Media and Society
- Media and Communication Research 1
- Storytelling across Platforms
- Pathway Choice: At the end of Year 1, students can choose to continue with Digital Media, PR and Advertising or switch to another pathway within the Digital Media BA program (Communication, Journalism, or Media Production).
Year 2:
- Shared Core Modules:
- Working in Digital Media
- Theories of Media and Communication
- Pathway Modules:
- Strategy and Marketing Communication
- Consumer Culture and Society
- Option Modules (2 to be chosen from the list):
- 3D Interactive Media Development
- Celebrity Culture and the Media
- Design Thinking
- Human Computer Interaction and User Experience
- Media and Climate Crisis
- Mobile First
- Politics, Journalism and the Media
- Produce Your Own Podcast
- Specialist News and Features
- Web Design
- Commercial Music Radio
- Internet Cultures
- Media and Communication Research 2
Placement Year (Optional):
- Students can choose to take a one-year work placement after Year 2.
- This involves completing the Digital Media Extended Work Placement module.
International Experience Year (Optional):
- Students can choose to spend one academic year studying overseas at one of the University's Exchange Partner Institutions.
- This involves completing the Digital Media Study Abroad module.
Year 3:
- Shared Core Modules:
- Dissertation or Individual Practice Project
- Digital Media Project
- Pathway Module:
- Data and Society
- Option Modules (2 to be chosen from the list):
- Creative Advertising
- Diversity and the Media
- Specialist, Creative and Long Form Journalism
- Specialist PR
- Technology, Culture and Society
- Transforming Audiences
- UX and App Design
- Working in Digital Media 2
Assessment:
- Year 1:
- 10% Written Exams
- 10% Practical
- 90% Coursework
- Year 2:
- 0% Written Exams
- 17% Practical
- 83% Coursework
- Placement Year:
- 0% Written Exams
- 25% Practical
- 75% Coursework
- Year 3:
- 3% Written Exams
- 19% Practical
- 78% Coursework
Teaching:
- Teaching methods include lectures, seminars, workshops, problem-based and blended learning, and practical application.
- The program emphasizes active student learning.
- The program is delivered through a partnership with BAFTA albert Education, which provides staff and graduates with tools and techniques for environmentally responsible working practices.
- The program is accredited by the Public Relations Consultants Association (PRCA).
- The Mark Milsome Foundation Skillset Production Safety Passport course is offered as an optional online course for students interested in developing their skills in health and safety.
Careers:
- Graduates are prepared for a wide range of careers in both the private and public sectors.
- The University's Careers and Employability Service provides support in exploring and connecting with career opportunities.
- The program emphasizes developing skills in demand across various sectors and professions.
- Graduates are equipped to work independently and collaboratively in roles requiring advanced communication and research skills.
- Potential career paths include:
- Entertainment Publicist
- Social Media Strategist
- Public Affairs Consultant
- Social Media Manager
- Digital Marketing Executive
- Internal Communications Manager
- Advertising Account Planner/Buyer
- Marketing Communications
- Integrated Communications Planner
- Public Relations Consultant
- The program offers strong industry connections to employers across a wide range of digital media industries in London.
- Students have access to internationally renowned research academics from the Communication and Media Research Institute (CAMRI).
- The program provides work-based learning through the core module "Working in Digital Media 1" in Year 2.
- Students can choose to take an optional sandwich year between Years 2 and 3, with a maximum 40-week placement.
- The University offers a range of international study and work experiences.
- The program is committed to health and safety training and offers an optional online course in production safety.
- The program is part of the Media and Communication department at the University of Westminster.
- The University of Westminster is ranked top 20 among UK institutions for Communication and Media Studies in the QS World University Rankings 2024.
- The University is also ranked top 15 in the Complete University Guide 2025 for 'Student Satisfaction' in Communication and Media Studies.
UK Fees:
£9,250 per academic year
International Fees:
£15,400 per academic year When you have enrolled, your annual tuition fees will remain the same throughout your studies.