AI and Digital Media Production (MA)
- Duration: 1 year
- Mode: Full time
Open day
Find out more about studying here as a postgraduate at our next Open Day.
Why study this course
Explore the use of Generative AI and new digital media in an environment that fosters your creativity, storytelling and entrepreneurial skill set.
Focus on employability
Curate a professional portfolio that will be your calling-card for future employers and an asset that you can build on for years to come.
Future-proof mindset
Learn how to identify opportunities presented by new technology and then launch, test and learn quickly.
Harness Generative AI
Understand how storytelling and has evolved, using the latest technology to deliver engaging content that cuts through to its intended audience.
Professional creative environment
Work in a way that mirrors practice in professional content and product development teams, with workshops that prioritise creativity and collaboration.
Our AI and Digital Media Production (MA) programme will equip you with the essential skills and techniques needed to succeed as a digital content and communications professional across a diverse range of industries. Our curriculum is designed to meet the evolving demands of this fast-changing industry, catering to a wide spectrum of sectors and organisations.
You’ll gain a solid grounding in digital media production and build your confidence in a range of content formats - including video, podcasting and animation. You’ll learn about the use of Generative AI; the creative opportunities it offers and the challenges it presents, from bias and disinformation to intellectual property rights and privacy.
Your assignments will require you to work in a realistic professional environment on a series of creative briefs to produce strong storytelling packages and gather audience insight that will allow you to test and sharpen your content strategy.
The programme will also embed an entrepreneurial approach to content and product development that will help you seize opportunities presented by future technological change.
You’ll learn from both academic staff and practitioners, all of whom bring their unique and diverse perspectives to their teaching. It is this blend of research and experience, spanning multiple sectors and countries, that helps make our programme distinctive.
Graduating from our programme will not only elevate your academic credentials but also equip you with a diverse portfolio and hands-on experience, positioning you for a dynamic and rewarding career in the fast-evolving world of digital content production.
Where you'll study
School of Journalism, Media and Culture
We provide a scholarly environment to help you acquire both the knowledge and skills needed to enter your chosen area of the media.
Admissions criteria
In order to be considered for an offer for this programme you will need to meet all of the entry requirements. Your application will not be progressed if the information and evidence listed is not provided.
With your online application you will need to provide:
- A copy of your degree certificate and transcripts which show you have achieved a 2:2 honours degree in any subject, or an equivalent international degree. If your degree certificate or result is pending, please upload any interim transcripts or provisional certificates.
- A copy of your IELTS certificate with an overall score of 7.0 with 6.0 in all subskills, or evidence of an accepted equivalent. Please include the date of your expected test if this qualification is pending. If you have alternative acceptable evidence, such as an undergraduate degree studied in the UK, please supply this in place of an IELTS.
If you do not have a degree, your application may be considered on the basis of your professional experience. Please provide additional evidence to support your application such as signed and dated employer references.
Application Deadline
We allocate places on a first-come, first-served basis, so we recommend you apply as early as possible. Applications normally close at the end of August but may close sooner if all places are filled.
Selection process
We will review your application and if you meet all of the entry requirements, we will make you an offer.
Find out more about English language requirements.
Applicants who require a Student visa to study in the UK must present an acceptable English language qualification in order to meet UKVI (UK Visas and Immigration) requirements.
Criminal convictions
You are not required to complete a DBS (Disclosure Barring Service) check or provide a Certificate of Good Conduct to study this course.
If you are currently subject to any licence condition or monitoring restriction that could affect your ability to successfully complete your studies, you will be required to disclose your criminal record. Conditions include, but are not limited to:
- access to computers or devices that can store images
- use of internet and communication tools/devices
- curfews
- freedom of movement
- contact with people related to Cardiff University.
Course structure
This is a two-stage postgraduate taught programme, totalling 180 credits.
During the taught stage of the programme (September–June), you’ll take a total of 120 core credits. You’ll study 3 core 20 credit modules in the Autumn (60 per semester) and 3 core 20 credit modules in Spring (60 per semester). Successful completion of this stage will see you progress to the dissertation stage, where you’ll complete a practical project-based dissertation (60 credits).
The modules shown are an example of the typical curriculum. Final modules will be published one month ahead of your programme starting.
Both the autumn and spring semesters are worth 60 credits. You’ll study 3 modules in each semester worth 20 credits each. Taught sessions will be a mix of sessions, workshops, seminars and group activities where you are expected to undertake significant self-directed learning as the programme progresses, with the support of teaching staff.
When you have passed the taught stage, you will undertake a practice-based dissertation. This major research piece is worth 60 credits and you can select one of four forms of the dissertation that will allow you to develop your expertise and knowledge in an area of interest.
Key themes addressed in these different approaches include creative storytelling; communications strategy; product development; and industry research into a contemporary issue related to digital media production
The delivery of this project will be in a non-standard format such as a short video package or presentation; a business plan; podcast or innovative multimedia content that explores the possibilities presented by new technology. This will form a key part of your final portfolio of work
The University is committed to providing a wide range of module options where possible, but please be aware that whilst every effort is made to offer choice this may be limited in certain circumstances. This is due to the fact that some modules have limited numbers of places available, which are allocated on a first-come, first-served basis, while others have minimum student numbers required before they will run, to ensure that an appropriate quality of education can be delivered; some modules require students to have already taken particular subjects, and others are core or required on the programme you are taking. Modules may also be limited due to timetable clashes, and although the University works to minimise disruption to choice, we advise you to seek advice from the relevant School on the module choices available.
Learning and assessment
How will I be taught?
You'll learn from a blend of experienced professionals and leading researchers in the field of digital media. The programme combines academic rigor with real-world relevance, offering a strong practical focus. You can expect a mix of large sessions and smaller, hands-on workshops and seminars.
Throughout the programme, you'll build your knowledge and skills through self-reflective learning and the creation of an online portfolio that will support your employability. We foster a creative and collaborative environment, where peer-to-peer learning plays a vital role in your success and the achievement of learning outcomes.
How will I be assessed?
We place a strong emphasis on practical work, and many of your assessments will reflect that, building toward your final online portfolio. You'll develop essential professional skills, like spotting opportunities and adapting quickly, which will be assessed through self-reflective writing and creating products that let you test, measure, and improve your work.
Formative assignments are designed to guide you toward success in your final assessments, giving you valuable feedback along the way. The variety of assessments – from essays and group projects to video production and business proposal presentations – will help you develop a skill set that’s highly sought after in the industry.
Ultimately, everything you do in this programme is aimed at boosting your chances of landing your next job in the field.
How will I be supported?
You’ll work on a series of assignments and benefit from professionally informed feedback during sessions and workshops. You’ll get prompt written feedback to all formative and summative assessments that is designed to help you improve your performance on future assessments. You’ll also have access to our technical demonstrator team and online digital learning platforms to help you build skills in key areas of digital content production.
Collaboration and creativity are central to the aims of the programme so your fellow students will also play a key role in the feedback you get. The insight and knowledge that you contribute to help other students improve their work, will play an important role in your professional development.
You’ll have access to a personal tutor to support you during the year, and an individual supervisor to help you work towards your final dissertation project. You’ll also have access to JOMEC Student Support Teams who are here to help with academic and administrative issues.
What skills will I practise and develop?
The Learning Outcomes for this Programme describe what you will achieve by the end of your programme at Cardiff University and identify the knowledge and skills that you will develop. They will also help you to understand what is expected of you.
On successful completion of your programme, you will be able to:
Knowledge & Understanding:
- Critically analyse and evaluate key concepts and debates in digital media and their impact on politics, culture, economy and society
- Evaluate the historical and emerging role of innovation, including AI, in shaping content delivery and future developments in digital media.
- Critically evaluate narrative theory, and explore how AI is reshaping traditional storytelling structures through interactive and non-linear narratives
- Understand and synthesise the ethical implications of using AI in media production, including issues of bias, intellectual property, and misinformation.
- Explore the meaning of creativity across different contexts, and how people collaborate to solve challenges through innovative responses.
Intellectual Skills:
- Apply critical thinking, creative problem-solving skills and entrepreneurial approaches to launching new products and innovating with new technologies
- Analyse and communicate complex ideas effectively across a range of platforms to both technical and non-technical audiences
- Critically analyse and synthesize quantitative and qualitative research methodologies, applying them to generate original, evidence-based insights
- Synthesize complex ideas from diverse sources to develop innovative solutions to contemporary challenges in digital media production.
- Examine the influence of various forms of digital media and emerging technologies on diverse audiences and stakeholders
Professional Practical Skills:
- Demonstrate the ability to produce professional-quality content across diverse platforms and media, while continually adapting to and identifying opportunities presented by emerging technologies.
- Design innovative and tailored solutions to problems, tasks, and briefs, aligning creative responses with the specific needs and expectations of diverse stakeholders.
- Use independent critical thinking and thorough research to develop strong, clear, and persuasive arguments.
- Generate and develop innovative ideas through iterative testing, to build a business case or plan for future innovations within an existing business.
- Proactively drive projects forward by anticipating challenges and developing strategic solutions to overcome them
Transferable/Key Skills:
- Develop advanced reflective learning skills by critically analysing personal successes and failures, fostering continuous improvement and professional growth.
- Demonstrate the capacity to work both independently and collaboratively, effectively integrating diverse perspectives and valuing the contributions of others to achieve shared goals.
- Effectively engage with clients using active listening to uncover needs and then translate this understanding into actionable solutions.
- Lead and manage projects, displaying effective time management, budgeting, and resource allocation in fast-paced production environments.
- Leverage digital tools to foster creativity, innovation, and originality in media production, pushing the boundaries of traditional content creation.
Tuition fees for 2025 entry
Your tuition fees and how you pay them will depend on your fee status. Your fee status could be home, island or overseas.
Learn how we decide your fee status
Fees for home status
| Year | Tuition fee | Deposit |
|---|---|---|
| Year one | £11,700 | None |
Students from the EU, EEA and Switzerland
If you are an EU, EEA or Swiss national, your tuition fees for 2025/26 be in line with the overseas fees for international students, unless you qualify for home fee status. UKCISA have provided information about Brexit and tuition fees.
Fees for island status
Learn more about the postgraduate fees for students from the Channel Islands or the Isle of Man.
Fees for overseas status
| Year | Tuition fee | Deposit |
|---|---|---|
| Year one | £23,700 | £2,500 |
More information about tuition fees and deposits, including for part-time and continuing students.
Financial support
Financial support may be available to individuals who meet certain criteria. For more information visit our funding section. Please note that these sources of financial support are limited and therefore not everyone who meets the criteria are guaranteed to receive the support.
Additional costs
Will I need any specific equipment to study this course/programme?
You'll need access to a laptop and mobile phone and specifications for these items will be published each year.
Laptop
- Intel® 11th Gen or newer CPU with Quick Sync – or AMD Ryzen™ 3000 Series / Threadripper 2000 series or newer CPU or Mac M1 or newer
- Additional high-speed drive(s) for media
- 16 GB of RAM for HD media or Apple silicon: 16 GB of unified memory
- 4 GB of GPU memory for HD and some 4K media or Apple silicon: 16 GB of unified memory
- Fast internal SSD for app installation and cache
Mobile
Ideally a phone issued in the two years prior to the programme starting to ensure it is of sufficiently high specification.
Living costs
We’re based in one of the UK’s most affordable cities. Find out more about living costs in Cardiff.
Funding
Careers and placements
You’ll be taught by experienced professionals and researchers with expertise in AI and Digital Media and benefit from visiting sessions from professionals in the digital content industry. You’ll work on a range of creative content assignments that will form part of your online portfolio and your own personal blog, which will form a key part of your future employability.
You’ll develop the communication skills required to pitch ideas and work collaboratively with others. Assignments for external clients will require the ability to actively listen and understand needs. The programme will mirror professional practice. It will foster collaboration, enterprise and innovation, with students showing adaptability, and the skills to engage with new ideas and technology. It will draw on the expertise of Cardiff’s creative industries and wider network of professional content creators. Their insight will play a key role in both workshops and sessions.
Placements
You'll be working on consultancy projects that mirror the real-world challenges faced by content teams.
For your final dissertation project, you’ll have the option to pitch your services to a real client, giving you a realistic taste of professional life. While you'll need to find this client yourself, it’s a great opportunity to build your network and gain practical experience. Most of the project work will be done on campus, replicating the dynamic environment of a content creation team.
Next steps
Open Day visits
Register for information about our upcoming dates.Make an enquiry
Contact us for more information about this course.International
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HESA Data: Copyright Higher Education Statistics Agency Limited 2021. The Higher Education Statistics Agency Limited cannot accept responsibility for any inferences or conclusions derived by third parties from its data. Data is from the latest Graduate Outcomes Survey 2019/20, published by HESA in June 2022.
