The course is designed for recent graduates seeking a career in traditional and new media organisations. It provides a combination of business and media skills designed to equip you to take up an entry-level position in today’s media organisations.
You will learn how media organisations are engaging with the challenges resulting from the emergence of digital media technologies and platforms. The course introduces you to the processes by which media organisations develop their corporate strategies, business plans, marketing and production operations as they respond to radical change in the commercial environment.
The course is designed to enable you to find and take up work placements and internships at media organisations in London during the course of your studies. Our students have successfully completed internships at TV production companies like the BBC, technology companies like Google, as well as many other multimedia, advertising and news organisations in London. Some have successfully started their own businesses in the UK.
Whether you are planning a career in a media organisation or seeking to create your own new business start up, the MA International Media Business aims to provide the analytical insight, operational knowledge and planning skills you will need to prosper. The course is taught alongside a suite of Masters courses in Westminster’s highly successful Centre for Creative Industries Management.
The following modules are indicative of what you will study on this course.
Media Business Dissertation
A taught module and group workshops in the first semester guides you in conducting a major piece of independent research which could be either practical or academic in focus. In the second semester you will receive individual tuition in how to develop your research questions, collect and analyse data. The dissertation is a 15,000-word piece of original research on a topic agreed with your supervisor and related to the business, economic, political or cultural factors shaping the performance and practices of media businesses.
Media Business Strategy
This module integrates Business Strategy and Planning. You will conduct case study analysis of a media company facing major environmental changes, you will learn how to produce a competitive analysis of a media organisation and present strategy recommendations to faculty. In teams, you will learn how to develop a new media business idea, write a business and financial plan and present this to a panel of industry experts and media investors.
This module introduces the economics of the media and content industries, including broadcasting, print, film, recorded music and interactive media. You will learn how to research and produce a market report examining the revenue and cost structures of these industries, and the economics of key processes of production, distribution and consumption. You will also learn to use tools enabling decision-making based on quantitative market data.
Media Production Skills
This module enables you to develop your practical and critical understanding of how media content is created and distributed. You will develop and improve your newswriting techniques for different media platforms; learn how to develop research and write your own professional blog; design a website in teams using individual and team working skills; acquire a knowledge of ethical considerations faced by journalists.
Media Work Experience
As London is the media capital of Europe, there is a great opportunity for you to take work experience as a part of the course. This could be in long established companies or start-ups. While the course team and work experience unit will advise you on placements, it is your responsibility to actively pursue work placement opportunities. Our students have secured work placements at media companies including: the BBC, Universal Music, Blue Rubicon PR, Kameleon Brand Engagement, and Paul Smith Fashion.
You will take one option module in the first and one in the second semester. The following provides an overview of current option modules. At the time of publication all option modules were under review, please refer to our website for up-to-date information.
Semester one option modules
This module examines key developments in the media and communications industries associated with the logic of globalisation. You will explore the complex nature of the globalisation process, focusing on the emergence of both supra-national and sub-national developments, and explore the relationship between new contexts of production and questions of collective culture and identity.
(Recommended Option Semester One) This module addresses the operational challenges involved in the management of media companies. You will analyse the structures and managerial practices of media organisations and the design and management of digital supply chains. You will develop transferable skills in content development and multiplatform media project planning. Other topics covered include analysing audiences; content creation and creativity; performance management; digital media supply chains; planning digital media workflows.
Political Analysis of Communications Policy
As international regimes and national regulation become increasingly important in the creation and delivery of communications, it becomes necessary to understand how the two levels interact. This module will introduce you to those theories of policy making and international relations which provide tools for the analysis of communications policies, and their dynamic interaction at the national and international level.
This module can be taken in addition to the option module. It is designed for students whose first language is not English, or who have no experience of the UK education system. It is intended to help you to produce written work in accordance with current UK academic standards and practices. You will be taken through the process of producing a piece of written work, from note taking to editing and referencing.
Technology and Communications Policy
This module will introduce you to a range of broadcasting and telecommunications technologies, enabling you to assess the economic and political issues surrounding each technology. Topics covered include capital investment in networks, how and why technologies change, strategic interests and communications, and substitutable technologies and the creation of markets.
Semester two option modules
Students choose from a range of options across the school including the following:
This module is for you if you have little or no knowledge of the Chinese media, but nevertheless realise that for anyone interested in the media in the world today, some understanding of the biggest national media system is a necessity. The objective is to introduce participants to the Chinese media, in the context of a world order changing on account of the growth in wealth and power of several countries, in particular China. The Chinese media are seen as a factor in this, and also as an example of a media system distinct from the Anglo-American, which has often been touted as a model of universal applicability.
How do organisations manage their reputation even when in a crisis? These are some of the questions which you will address in this module. You will learn how to analyse stakeholders and prepare a communications strategy.
This module is designed to equip students with some of the necessary practice skills required to gain entry into the expanding employment market. The module content explores the role and practices of PR within political, corporate and advertising context. The aim is to enable students to critically analyse issues such as rise of the global brand, magnification of the media, the growing role of lifestyle and social marketing.
Fashion Marketing and Brand Management
This module will stimulate critical and intellectual skills and allow you to explore the challenges of developing fashion marketing strategy, to include an understanding of the fashion market, the marketing mix, the consumer, how to make appropriate product adaptations to meet consumer demands, developing strategy to protect and ensure effective intellectual property protection for a brand.
The module also aims to help you effectively develop and overcome challenges in the marketing environment in order to successfully understand how to penetrate new markets and manage brands in order to balance a competitive advantage with profitability in the fashion business.
From luxury brands to the high street, the world of fashion relies on promotion and public relations. This module gives you an opportunity to take a backstage tour of the fashion industry and design a campaign for a leading fashion brand.
PR and New media
Many commentators argue that digital and social media are the natural tools for public relations practitioners because they facilitate two-way communications and foster relationship building. However, public relations is only just beginning to recognise the value of these platforms and incorporate them into communications strategies. This course is intended to help you understand the new media toolkit and how it can be used for PR purposes. You will also look at the potential of new media metrics for evaluating campaigns and demonstrating value. The course is taught through a series of workshops and practical exercise.
Marketing, Creativity and Innovation
This module focuses on creativity and innovation in marketing and their impact on increasing the competitive edge of organisations (across all sectors). The module explores the complexity of the creative process and innovation at the individual, group and organisational levels and helps students develop the competencies of a creative/ innovative manager.
Music Marketing Management
Marketing and promotion is essential to the music industry; it sells tickets, recorded music services and products, and is a fundamental tool for developing talent. Through this module you will explore a variety of perspectives on marketing management issues including the challenges of developing the artist and their music, identifying potential consumers and fans, marketing and promoting music-related services and products through various media channels including social media. You will focus on expanding an understanding of how music marketing and promotion fits into the contemporary music industry through the study of best practice, concepts and theories that inform how industry professionals operate.
Policies for Digital Convergence
The module studies digital convergence and the role of policy and regulation in facilitating and controlling that process. The focus is on internetrelated policy debates and concepts drawing mostly on developments in the USA, the European Union and the UK, but with a critical awareness of the issues facing developing, transitional and small countries. It critically assesses competing arguments concerning the interplay between policy and technology and implications for market structures and business models, as appropriate.
Please note some modules are limited in number.
Most graduates of the course find work in the media industries soon after graduation, some start at an entry level while others have used their knowledge and work experience to rise quickly to a more senior level. A smaller number of graduates have started their own media businesses or worked in non-media businesses.
This school offers programs in:
Last updated March 1, 2017