Programme Specification

Course record information

Master of Arts - MA AI, Data and Communication

Name and level of final award The award is Bologna FQ-EHEA second cycle degree or diploma
compatible

Name and level of intermediate Postgraduate Diploma (Pg Dip) - AI, Data and Communication
awards Postgraduate Certificate (Pg Cert) - AI, Data and Communication

Awarding body/institution University of Westminster

Teaching institution University of Westminster
Status of awarding body/institution Recognised Body
Primary: Harrow
Location of delivery
Secondary/Tertiary Locations: Cavendish
Language of delivery and
English
assessment

The following benchmarks have been consulted: Characteristics Statement

Master's Degree (September 2015), Computing (2011)
QAA subject benchmarking group(s)
QAA Subject Benchmark Statements
QAA Supporting Resources - Characteristics

Professional statutory or regulatory

N/A
body

MA AI, Data and Communication FT, Full-time, September start - 1

Westminster course title, mode of year standard length
attendance and standard length MA AI, Data and Communication PT, Part-time day/evening,
September start - 2 years standard length

Valid for cohorts From 2024/5

Admissions requirements
There are standard minimum entry requirements for all postgraduate courses. Students are advised to check the
standard requirements for the most up-to-date information. For most courses a decision will be made on the basis of your
application form alone. However, for some courses the selection process may include an interview to demonstrate your
strengths in addition to any formal entry requirements. More information can be found here:
https://www.westminster.ac.uk/courses/postgraduate/how-to-apply.

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Aims of the programme
The MA AI, Data and Communication has been designed to provide you with the opportunity to study at postgraduate
level:
The main ways in which social and data scientists have used and analysed the role of data, and how to develop,
evaluate and apply research and the use of software to evaluate data-related phenomena.
An analytical, interdisciplinary approach to data and datafication which takes account of their broader historical,
economic, political and social contexts.
The factors which shape data and digital media policies in modern society.
The range of cultural responses and the changing character of human subjectivity which have emerged as societies
are further shaped by datafication.
The debates about the nature of modern societies and the roles which data play in politics and everyday life.
The way data systems work from a practical perspective.

Employment and further study opportunities

Today’s organisations need graduates with both good degrees and skills relevant to the workplace, i.e. employability
skills. The University of Westminster is committed to developing employable graduates by ensuring that:
Career development skills are embedded in all courses
Opportunities for part-time work, placements and work-related learning activities are widely available to students
Staff continue to widen and strengthen the University’s links with employers in all sectors, involving them in
curriculum design and encouraging their participation in other aspects of the University’s career education and
guidance provision
Staff are provided with up-to-date data on labour market trends and employers’ requirements, which will inform the
service delivered to students.
Students who complete the MA AI, Data and Communication can work in a wide variety of sectors connected to data in
different ways: media and creative industries, research and policy, data and knowledge-based companies, data
management. Many of the jobs that will be needed in the coming decades have yet to be developed, the nature and
scope of transformation that is ongoing will challenge the traditional silo approach to employment and require cross-
subject, multi-skilled digital knowledge.
University of Westminster's MA AI, Data and Communication acknowledges this need and aims to develop its content
with a focus on student perspectives beyond completion of the programme by equipping them with the ability to adapt to
the needs of employers and society. This course addresses the current and emerging need in organisations that deal
with data to have employees who understand the relationship between data and society, compliance and ethical and
legal issues in a number of roles such as: Marketing Insights; Marketing Data Manager; Archivist; Social data analyst;
Data analyst; Data specialist; Investigative analyst; Data policy advisor; Customer data analyst.
The skills provided in this course also enable students to be fully prepared to further study opportunities such as MPhil,
PhD or other modalities of research that could also lead to future paths within the academic world.
Learning Outcomes
Knowledge and Understanding
The core course specific modules address these course learning outcomes as follows:
Data in Communication and Society (KNU1, KNU2)
Data and Digital Research Methods (KNU3, KNU5, KNU6)
Data System Concepts and Fundamentals (KNU3, KNU4, KNU6)
Major Project (KNU1, KNU2, KNU3, KNU4, KNU5, KNU6)
Specific Skills
The core course specific modules address these course learning outcomes as follows:
Data in Communication and Society (SS1, SS2)

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 Data and Digital Research Methods (SS1, SS3, SS4)
Data System Concepts and Fundamentals (SS3, SS4, SS5)
Major Project (SS1, SS2, SS3, SS4, SS5)
Key transferable skills (KTS)
Upon completion of the course students will have developed a number of general rather than discipline-specific skills
which any practitioner must have if s/he is to be successful.
All optional modules contribute in some way to the acquisition of these transferable skills. The following shows how the
above key transferable skills are mapped to the core course modules:
Data in Communication and Society (KTS2, KTS3, KTS4, KTS5, KTS6, KTS7)
Data and Digital Research Methods (KTS1, KTS2, KTS3, KTS4, KTS5, KTS6, KTS7)
Data System Concepts and Fundamentals (KTS1, KTS4, KTS5, KTS7)
Major Project (KTS2, KTS3, KTS4. KTS5, KTS6, KTS7)

What will you be expected to achieve?

Course learning outcomes
Learning outcomes are statements on what successful students have achieved as the result of learning.
These are threshold statements of achievement the learning outcomes broadly fall into four categories:
The overall knowledge and understanding you will gain from your course (KU)
Graduate attributes are characteristics that you will have developed during the duration of your course (GA)
Professional and personal practice learning outcomes are specific skills that you will be expected to have gained on
successful completion of the course (PPP)
Key transferable skills that you will be expected to have gained on successful completion of the course. (KTS)

Level 7 course learning outcomes: upon completion of Level 7 you will be able to:
001 Have a deep and systematic understanding of the role data play in diverse societies. KNU1 ( KU )
002 Have a comprehensive understanding of the key theories to explain the role of data in various societies. KNU2
( KU )
003 Have a comprehensive understanding of the key research methodologies and approaches relevant to the fields
of media and communication / data science. KNU3 ( KU )
004 Have a comprehensive understanding of tools and approaches to data management, data storage, data
visualisation. KNU4 ( KU )
005 Have undertaken independent research related to the political, economic, cultural and/or sociological factors
which shape the practices and outcomes of processes of data production and use, including users' responses to
them. KNU5 ( KU )
006 Have been introduced to methods and skills which students use for creative purposes of creating, analysing
and visualising data. KNU6 ( KU )
007 Group working: Students will be able to (a) work effectively within a group both as group leaders and/or group
members; (b) clarify tasks and make appropriate use of group members abilities; (c) negotiate and handle conflict
with confidence; and (d) participate effectively in the peer review process. KTS1 ( KTS )
008 Accessing Learning resources: Students will be able to locate and use a full range of learning resources to
carry out literature reviews and engage in research activity. KTS2 ( KTS )
009 Self-evaluation: Students will be able to reflect on their own and others' performance; participate effectively in
the peer review process and analyse and identify ways to improve practice; know how to advance their knowledge
and understanding, how to recognise their development needs and develop new skills to a high level. KTS3 ( KTS )

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 010 Management of information: Students will be able to competently undertake research tasks with minimum
guidance; sieve through information clutter to identify relevance, to organise and present information effectively
using different media. KTS4 ( KTS )
011 Autonomy: Students will be independent and self-critical learners, who can act autonomously in planning and
implementing tasks and who will be able to guide the learning of others. KTS5 ( KTS )
012 Communication: Students will engage confidently in academic and professional communication both orally and
in writing with others, reporting on action clearly, autonomously and competently. KTS6 ( KTS )
013 Problem solving: Students' abilities in independent learning and self-evaluation will equip them to regard
problems as challenges and adopt the problem-solving approach required for professional life and continuing
professional study, including making professional and ethical use of others where appropriate. KTS7 ( KTS )
014 Ability to interpret the role data and datafication play in diverse societies. SS1 ( SS )
015 Ability to analyse, in depth, and critically assess relevant theories. SS2 ( SS )
016 Ability to interpret the context in which data are generated, used and stored, using a variety of approaches,
judging the appropriateness of the methodologies used, and recognising alternative approaches. SS3 ( SS )
017 Ability to design and undertake a substantial independent piece of research in the field of media and
communication / data studies to address significant areas of conceptual and/or empirical knowledge which will
require the extensive use of a variety of information resources. In doing so, they will select and apply appropriate
methodological approaches and critically evaluate their effectiveness. SS4 ( SS )
018 Ability to make use of software for the purposes of creating, retrieving, storing and visualising data for creative-
analytical purposes. SS5 ( SS )

How will you learn?

Teaching methods
Teaching and learning on the course is defined to be appropriate to the needs of each module. The course is of an
interdisciplinary nature and therefore features a variety of assessment methods. Assessment criteria vary according to
the module discipline. The teaching and learning methods on the course include the following:
Lectures: These are designed to give you a general overview of the topic and are usually concise, topical and
interactive. If you do not understand a point, or disagree with it, feel free to ask questions or argue your case.
Seminars: These are designed to encourage students to discuss a topic, based on the lecture and their reading.
Sometimes individual students will be asked to introduce a specific topic in a seminar.
Individual Reading: A written list of recommended reading for each topic will be given out at the beginning of each
module. This reading list represents a basis for exploration of the subject and students are expected to go beyond the
reading list and seek out other material.
Computer Lab Use: Students will engage in practical use of software and code using University computers and
software through the guidance of an instructor.
Presentations: The intention of asking students to give individual presentations is to give them experience in presenting
ideas and arguments concisely, to familiarise them with the preparation and use of visual aids, and to teach them how to
interact with an audience. In some modules individual presentations will be formally assessed for clarity of argument,
evidence of reading and presentational style.
Even where the individual presentation is not formally assessed, students will normally be given feedback on their
performance. Group presentations are designed to give experience of working on a particular topic as a member of a
team, so that students learn how to divide up topics, work to a schedule and co-ordinate presentation.
Workshops: These are designed so that students work in a group in class on a particular topic, often using a real
scenario or current example. Led by specialist staff, they enable everyone in the group to work intensively, pool ideas and
solve problems together.
Independent Research: Student led project work involving interviews and other external contact and research activity,
leading to the assessed dissertation.

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Assessment methods
This course focuses on imparting knowledge and skills. The assessment strategy is designed to facilitate and test this
process. Your progress will be assessed by a variety of methods which we have carefully developed in order to equip you
with the course skills identified above as well as the transferable critical thinking and problem solving skills that you would
expect to learn on any postgraduate course.
The assessment criteria for oral presentations and written assignments are clearly set out in each module handbook. In
addition, you will be provided with a full brief for each assessment in the relevant module handbook, and the brief will be
discussed in class with an opportunity to ask questions. Throughout the different modules, a variety of assessment
methods is used. These range from group research projects, to presentations and written assignments (essays). There is
one exam as part of the Data System Concepts and Fundamentals module in this course. In Semester 3, students shall
undertake an individual research project (Major Project) which can either be a written dissertation or a creative, practical
project accompanied by a written report.

Course Structure
This section shows the core and option modules available as part of the course and their credit value. Full-time
Postgraduate students study 180 credits per year. Additional free text information on the choices may also be included,
for example where students must choose one of two modules.. Course structures can be subject to change each
academic year following feedback from a variety of sources.

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Modules
Level 7
Full-time students will complete the course in one year, part-time students in two years. Over this one year (full-time
students) or two years (part-time students) students will take the equivalent of six (20 credit) taught modules. In addition
they will complete a (60 credit) Major Project module based on independent research leading to a dissertation (60
credits) which is submitted at the end of August of the first year (for full-time students) or at the end of August of the
second year (for part-time students). Alternatively, students can also produce a practical piece (artefact) which is
accompanied by reflective report (60 credits).
The Major Project dissertation / artefact should include primary research on a subject chosen by the student but which is
relevant to the MA and is agreed with the supervisor.
In semester one, full time students take three taught modules (of 20 credits each).
Of these, two are compulsory (Data in Communication and Society; Data System Concepts and Fundamentals). In the
second semester students take three 20-credit taught modules. Of these, one is compulsory (Data and Digital Research
Methods). In addition, students take the compulsory Major Project module which includes lectures and workshops in
Semester 1 and Semester 2 (taught element). On this module, students learn about the major project research process
and present their topics in the form of presentations. Students are being assigned a supervisor in Semester 2. In
Semester 3, they undertake independent study under the guidance of their dissertation/project supervisor. The final
dissertation / project, to be delivered by the end of August, will be worth 60 credits.
Part-time students will take the compulsory taught module (Data in Communication and Society) plus another taught
module in semester one of the 1st year. In semester two of the 1st year, they will take one compulsory module (Data and
Digital Research Methods) and one optional module. In their second year of study, part timers will take one optional
taught module in each semester. In addition, they have to take the compulsory Data System Concepts and Fundamentals
module in Semester 1 and the compulsory Major Project module which includes lectures and workshops in Semester 1
and 2 (taught element). On this module, students learn about the major project research process and present their topics
in the form of presentations. Students are being assigned a supervisor in Semester 2. In Semester 3, students undertake
independent study under the guidance of their dissertation/project supervisor. The final dissertation / project, to be
delivered by the end of August of your second year, will be worth 60 credits.

PT Year
Module Code Module Title Status (where UK credit ECTS
applicable)
7BDIN009W Data and Digital Research Methods Core 1 20 10
7BDIN008W Data in Communication and Society Core 1 20 10
7BUIS030W Data System Concepts and Fundamentals Core 2 20 10
7BDIN011W Major Project Core 2 60 30
7BUIS031W Artificial Intelligence and Society Option 20 10
7BUIS008W Data Mining and Machine Learning Option 20 10
7BUIS009W Data Visualisation and Dashboarding Option 20 10
7CLST024W Digital Cultures Option 20 10
7MEDS004W Digital Media and Critical Theory Option 20 10

7COMM007W Digital Media Business: Strategy and Option 20 10

Entrepreneurship
7MUPR007W Hack Lab and Creative Technology Option 20 10
7MEDS005W Political Economy of Communication Option 20 10
7MEDS010W Social Media Option 20 10

7PIRS025W The Politics of Global Complexity: Rethinking Option 20 10

Governance, Power and Agency
Elective 20 10

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Please note: Not all option modules will necessarily be offered in any one year. In addition, timetabling and limited spaces
may mean you cannot register for your first choice of option modules.

Professional body accreditation or other external references

N/A

Course management
The Course is taught in the College of Design, Creative and Digital Industries. It is based in the Westminster School of
Media and Communication with additional support from the School of Computer Science and Engineering. The
management structure supporting the course is as follows:
Pieter Verdegem, Course Leader, is responsible for day to day running and overall management of the course and
development of the curriculum. He can be contacted on extension (x68481) or by email: [email protected]
Philip Trwoga, Deputy Course Leader, is responsible for day to day running and overall management of the course and
development of the curriculum. He can be contacted on extension (x5851) or by email: [email protected].
Head of School: Michaela O'Brien, holds academic responsibility for the course and for other courses run within the
School.
Head of College: Professor Janet Jones, holds overall responsibility for the course and for the other courses run in the
College.
The Course Leaders will be responsible for:
Admissions
Approving students' programme of study
Organisation of tutorial and supervisory support and pastoral care
Co-ordination of Dissertation supervision
Co-ordination of marks for assessment boards
General management of the course
The Course Team reviews and develops the course and sets the framework for the above procedures, in which all
members of course team participate. The Course Team of the MA in AI, Data and Communication consists, in addition to
the course leaders, of Prof. David Chandler, and all other module leaders of modules included in the course.
Module leaders oversee the delivery of all aspects of the module(s) they are responsible for. They consult students on
matters relevant to their module.

Academic regulations
The current Handbook of Academic Regulations is available at westminster.ac.uk/academic-regulations.
Course specific regulations apply to some courses.

Academic Support
Upon arrival, an induction programme will introduce you to the staff responsible for the course, the campus on which you
will be studying, the Library and IT facilities, additional support available and to your Campus Registry. You will be
provided with the Course Handbook, which provides detailed information about the course. Each course has a course
leader or Director of Studies. All students enrolled on a full-time course and part time students registered for more than
60 credits a year have a personal tutor, who provides advice and guidance on academic matters. The University uses a
Virtual Learning Environment called Blackboard where students access their course materials, and can communicate
and collaborate with staff and other students. Further information on Blackboard can be found
at https://www.westminster.ac.uk/current-students/studies/your-student-journey/when-you-arrive/blackboard
The Academic Learning Development Centre supports students in developing the skills required for higher education. As
well as online resources in Blackboard, students have the opportunity to attend Study Skills workshops and one to one
appointments. Further information on the Academic Learning Development Centre can be found at
westminster.ac.uk/academic-learning-development.

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Learning support includes four libraries, each holding a collection of resources related to the subjects taught at that site.
Students1 can search the entire library collection online through the Library Search service to find and reserve printed
books, and access electronic resources (databases, e-journals, e-books). Students can choose to study in the libraries,
which have areas for silent and group study, desktop computers, laptops for loan, photocopying and printing services.
They can also choose from several computer rooms at each campus where desktop computers are available with the
general and specialist software that supports the courses taught in their College. Students can also securely connect their
own laptops and mobile devices to the University wireless network.

Support Services
The University of Westminster Student and Academic Services department provide advice and guidance on
accommodation, financial and legal matters, personal counselling, health and disability issues, careers, specialist advice
for international students and the chaplaincy providing multi-faith guidance. Further information on the advice available to
students can be found at https://www.westminster.ac.uk/student-advice
The University of Westminster Students' Union also provides a range of facilities to support students during their time at
the University. Further information on UWSU can be found at https://www.westminster.ac.uk/students-union

How do we ensure the quality of our courses and continuous improvement?

The course was initially approved by a University Validation Panel. University Panels normally include internal peers from
the University, academic(s) from another university. a representative from industry and a Student Advisor.
The course is also monitored each year by the College to ensure it is running effectively and that issues which might affect
the student experience have been appropriately addressed. Staff will consider evidence about the course, including the
evidence of student surveys, student progression and achievement and reports from external examiners, in order to
evaluate the effectiveness of the course and make changes where necessary.
A Course revalidation takes place periodically to ensure that the curriculum is up-to-date and that the skills gained on the
course continue to be relevant to employers. Students meet with revalidation panels to provide feedback on their
experiences. Student feedback from previous years is also part of the evidence used to assess how the course has been
running.

How do we act on student feedback?

Student feedback is important to the University and student views are taken seriously. Student feedback is gathered in a
variety of ways.
Through student engagement activities at Course/Module level, students have the opportunity to express their voice
in the running of their course. Course representatives are elected to expressly represent the views of their peers.
The University and the Students’ Union work together to provide a full induction to the role of the course
representatives.
There are also School Representatives appointed jointly by the University and the Students’ Union who meet with
senior School staff to discuss wider issues affecting student experience across the School. Student representatives
are also represented on key College and University committees.;
All students are invited to complete a questionnaire before the end of each module. The feedback from this will
inform the module leader on the effectiveness of the module and highlight areas that could be enhanced.
Final year Undergraduate students will be asked to complete the National Student Survey which helps to inform the
national university league tables.
This programme specification provides a concise summary of the main features of the course and the learning outcomes
that a student might reasonably be expected to achieve and demonstrate, if they take full advantage of the learning
opportunities that are provided. This specification is supplemented by the Course Handbook, Module proforma and
Module Handbooks provided to students. Copyright in this document belongs to the University of Westminster. All rights
are reserved. This document is for personal use only and may not be reproduced or used for any other purpose, either in
whole or in part, without the prior written consent of the University of Westminster. All copies of this document must
incorporate this Copyright Notice – 2022©

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