MSc Corporate and Marketing Communications

Introduction to the Programme

The MSc Corporate and Marketing Communications degree is taught within Middlesex University Dubai’s Marketing, Branding and Tourism Department in the Business School. This is an exciting programme that will give the opportunity to explore contemporary themes in the theory and practice of corporate marketing communication, within an established and intellectually rigorous context and framework. Research continues to show that organisations are looking for marketing communication professionals who have not only theoretical understanding but also the skills and competences to apply this knowledge in real life. In response to this need, the MSc programme combines conceptual and theoretical thinking with the opportunity to develop practical insight and application.

The course allows students to choose from a range of optional modules which build upon the content of the core modules and explore more specialised and niche aspects of communications. Students will have options to choose from different aspects of communication, for instance, (a) focus on marketing communications; (b) consumers and stakeholders; (c) strategic communications approach. The course features a number of different modes of learning that range from traditional lectures and seminar sessions where students will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity.

Why Study MSc Corporate and Marketing Communications at Middlesex University?

Across multiple sectors the utilisation of multi-channel communication strategies is growing and with this so is demand for professionals with expertise in this exciting field. Reflecting this need for a more corporate perspective and strategic approach to communications this course, developed with industry experts, is designed for practitioners seeking career development, and recent graduates with a background in marketing, media, management or social sciences. The course also has a strong emphasis on the application of theory to practice, and employs a range of interactive and problem based learning approaches including real-life case studies, problem-solving exercises and a residential with industry professionals

The course focuses on three strands key to the field; ‘Strategic Analysis and Thinking’ enhances understanding of markets, and the application of critical and analytic methods in solving communications problems; ‘Execution’ develops practical skills around writing and presenting communications plans and advertising briefs; and ‘Tools, Media and Settings’ contextualises the use of both traditional and innovative modes of communication in different settings, whether social, national or global.

Course Highlights

The course is delivered by prominent research and practice oriented academics.
The programme prepares students with both a strong conceptual foundation and a powerful set of skills and practical tools.
Each student has the ability to tailor the programme to their own interests and career goals through the selection of optional modules allowing for routes of specialisation in areas like Brand analytics, Public Relations and Crisis Communications, and consumer psychology and communications.
A range of co-curricular activities and guest lectures by leading practitioners complement the academic programme.

Programme Content

The MSc Corporate and Marketing Communications programme will be offered in Full-time (lasting 1 year) and Part-time (2 years) study modes. The programme will consist of two compulsory modules that students will complete over an academic year, each worth 30 credits. Yearlong modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as Optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission a research report on an approved topic.

What will you study on the MSc Corporate and Marketing Communications?

The course allows you to choose from a range of optional modules which build upon the content of the core modules and explore more specialised and niche aspects of communications. For example if you want to focus on marketing communications then modules on advertising, experiential marketing and events would be an appropriate route to take. If you have an interest in consumers and stakeholders within a communications context then modules on psychology, analytics and research would suit you. For a more strategic communications approach then modules on PR, crisis communications and cross-cultural communication would be the pathway to follow. You will also have the opportunity to complete a dissertation project in an area of marketing communications that you have a particular interest in and matches with your career specialism.

Below are the list of Modules taught in MSc Corporate and Marketing Communications:

*“Not all optional modules maybe available each term or year, as they are dependent upon student enrollment and interest.”

Module and programme information is indicative and may be subject to change.

- Research Methods and Dissertation (60 Credits) - Compulsory
  
  The module provides you with the opportunity to select your own specialised research topic in the area of financial management. You will be expected to apply relevant theoretical frameworks, the existing seminal and the most up-to-date scholarly literature together with the relevant research methodologies and methods whilst conducting your research. You will be required to independently plan, organise, and coherently produce a limited but a well-researched work.
- Communication, Persuasion and Media Strategy (30 Credits) - Compulsory
  
  This module is designed provide a theoretical and practical understanding of persuasion theory and its broad application in the context of integrated marketing communications in both commercial and social marketing domains. Students will examine a range of models used in persuasion in traditional media as well as the challenges and opportunities presented with the growth of new media channels. As a core module on the Programme, there will be clear links to other modules of study, allowing students to develop a deeper appreciation of the importance of brand message structure and content as it reaches diverse audiences. Given the competitive nature of the marketplace, it is incumbent on marketers to design message strategies that can be heard above the ‘noise’ of competing organisations and brands. To that end, students will develop strategies for the creative use of media channels to devise persuasive message campaigns and thereby gain relevant employment skills for a range of industry sectors.
- Strategic Brand Management (30 Credits) - Compulsory
  
  Brands play a key role in the creation of value for businesses of all kinds. The techniques of brand management can be applied to products, services, companies, not-for-profit organisations, places, and people. Strategic brand management enables brands to connect with consumers and other stakeholder audiences on both emotional and functional levels. Managing brands strategically involves developing a clear and compelling positioning for the brand and then implementing persuasive brand-building campaigns to enhance brand value for both the owner and the audience. The aim of the module is to equip students with the key skills required for the strategic management of brands. Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.
- Communication for Social Change (15 Credits) - Optional
  
  Never before have social issues been more at the forefront of public and private discourse than at present. This module examines the application of marketing communication principles, frameworks and techniques to the solution of social problems. It is oriented towards changing the world to a ‘better place’ rather than improving a brand’s positioning and enhancing market shares. From efforts to fight binge drinking and childhood obesity to programmes designed to prevent the spread of infectious diseases and eradicate poverty, students will delve into both the theoretical context and practical applications related to the use of communications in effecting social change. Fundamental to the module’s approach is an understanding that successful social change programmes require communication interventions at multiple levels. With this in mind, students will learn to design comprehensive communication solutions to influence downstream, upstream and midstream target audiences. They will further produce communication material such as news releases, tweets and/or videos to support their campaign strategy.
- Cross-Cultural Communication and Global Brands (15 Credits) - Optional
  
  The ability to communicate in culturally diverse settings has become a key prerequisite of successful global brands. Although there is a worldwide convergence of technology, media and financial systems, globalisation has not consistently produced globally uniform consumers; global brands often encounter unfamiliar challenges in specific regions or parts of the world. This module examines the discipline of cross-cultural communications in relation to global marketing. It is concerned with the development, implementation and evaluation of marketing communication activities across a diverse range of cultural settings. Students in this module will consider how cultural values influence, and can be reflected in, global communication programmes. Message creation, execution and the available vehicles of message distribution will be evaluated across different cultural contexts. Through exposure to a wide range of real-life examples, students will be able to design comprehensive communication solutions to boost brand shares globally.
- Guerrilla Marketing, Celebrity Endorsement and Promotion (15 Credits) - Optional
  
  Modern technology has been significantly shaping the ways businesses do marketing, especially in terms of promotional activities. The issues of increased promotional ‘clutter’ have affected consumer attention to advertising messages and in some cases negatively influenced attitudes towards brand messages. In such circumstances, traditional marketing finds itself ineffective and requires unconventional and more creative approaches to enable organisations to reach and influence target audiences. This module will explore the theoretical and practical applications of guerrilla marketing and present them in conjunction with more conventional approaches to promotion that use celebrities as brand ambassadors and spokespersons to act as ‘lures’ for target audiences. Students will examine the process by which guerrilla marketing tactics use unconventional approaches, employing a combination of tools as an offensive strategy to reach target customers rather than reliance on large marketing budgets. Further, students will develop understanding of different promotional approaches used within traditional media, as well as an appreciation of the challenges and opportunities presented with the growth of new media channels.
- Creative Strategy in Advertising (15 Credits) - Optional
  
  Given the very dynamic nature of the advertising and communications industry, the module will closely mirror innovations and approaches used in practice. The experiential focus of the module will adopt a ‘hands on’ approach to advertising, where students will be required to engage in the process of analysing, critiquing as well as creating advertising communication across a range of traditional and digital media channels. The module content will give students both a theoretical and practical exposure to creative strategies in advertising, allowing the development of skills relevant to current and future employment opportunities in the creative industry sector.
- Public Relations and Crisis Communication (15 Credits) - Optional
  
  Students will gain a solid grounding in the theory and practice of Public Relations and develop intellectual abilities, skills and knowledge needed to strategically manage the reputation of brands and organisations, add value to their commercial success and support their goals. Students will explore the most effective use of PR tools such as media relations when looking at managing public perceptions during moments of organisational or individual crisis; as well as develop specific skills of storytelling and writing for media across traditional and digital media channels. The module will explore the wider cultural and societal landscape in which PR operates, touching on areas such as celebrity, power and the impact of globalisation. The content will build upon the knowledge and skills from core modules and will appeal to students seeking to explore opportunities of employment within PR and communications related organisations.
- Brand Analytics, Methods and Strategies (15 Credits) - Optional
  
  The aim of this module is to develop your ability to measure, predict, and critically evaluate key performance indicators of brands. You will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development.
- Experiential Marketing and Events (15 Credits) - Optional
  
  The module presents a contemporary exploration of experiential and event marketing strategies and tactics. Whilst traditionally advertising verbally and visually communicates the brand and product benefits, experiential marketing immerses consumers within the product by engaging as many other human senses as possible. To that end students will develop insights into how experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands. Further, given the competitive nature of the marketplace, there is increasing pressure for marketers to develop highly effective campaigns and techniques, consequently the module content will develop and enhance student knowledge and skills appropriate for the workplace and the employer demands in a range of industries.
- Consumer Psychology (15 Credits) - Optional
  
  Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets. The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. Students will be equipped with advanced knowledge of consumer psychology and learn how to influence consumer behaviour in order to market products successfully.

Teaching

How will the MSc Corporate and Marketing Communications be taught?

The course features a number of different modes of learning that help enhance your understanding of the subject. These can range from traditional lectures and seminar sessions where you will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity. You will also have group and individual tutorials, engage in self-directed learning and take part in a residential to enhance understanding of practice issues.

Assessment

You will be required to complete a number of assignment for assessment, in particular exams and coursework. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

Entry requirements

Qualifications

Normally a second class UK Honours degree or overseas equivalent qualification is required in marketing, communications, or business related field.
We will also accept a professional qualification of an equivalent standard
You are welcome to apply if you do not have a formal qualification but have extensive marketing experience, however you may be required to come in for an interview and/or provide evidence of ability to study at the PG level.

Potential candidates are encouraged to contact our Admissions Office for individual consultation on a case-by-case basis.

English Language Requirements (Postgraduate)

All programmes at Middlesex University Dubai are taught in English and applicants with previous education outside of English-speaking countries (such as the UK, the United States, Canada, England, Ireland, Australia, New Zealand), must demonstrate English language proficiency as follows:

English Language Test	Entry Requirement
IELTS Academic	6.5 (minimum 6.0 in each band)
TOEFL Internet-based	87 (21 in listening & writing, 22 in speaking and 23 in reading)
PearsonPTE Academic	58
TOEFL-IBT home-based test	Accepted for September 2020 only and in territories where standard version of the test is not available due to test centre closure PG: 87
Duolingo	Accepted for September 2020 only PG: Overall 110
IELTS Indicator	Accepted for September 2020 only and test certificate must be dated after 20 May 2020. Note: this test is accepted only in territories where IELTS test centre is closed.

For admissions related enquiries, kindly contact our admissions team on 0097143678100 / 0097143751212 alternatively you can email on admissions@mdx.ac.ae

Future Careers and Employability

Our MSc Corporate and Marketing Communications program prepares graduates for a wide range of marketing careers in product and service organisations, in public, private and not-for-profit sectors. Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing.

Successful students have been able to enter into or alternatively seek advancement and promotion in different types of organisations including Advertising Agencies, Public Relations Companies, Market Research Companies, Retail Stores, Radio/ TV Broadcasters, Consulting Organisations, Publishing Groups, Banks and Insurance Corporations, Film Companies, Magazines and Newspapers and Educational Institutions.

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Course Detail

Introduction to the Programme

Why Study MSc Corporate and Marketing Communications at Middlesex University?

Course Highlights

Programme Content

What will you study on the MSc Corporate and Marketing Communications?

Research Methods and Dissertation (60 Credits) - Compulsory

Communication, Persuasion and Media Strategy (30 Credits) - Compulsory

Strategic Brand Management (30 Credits) - Compulsory

Communication for Social Change (15 Credits) - Optional

Cross-Cultural Communication and Global Brands (15 Credits) - Optional

Guerrilla Marketing, Celebrity Endorsement and Promotion (15 Credits) - Optional

Creative Strategy in Advertising (15 Credits) - Optional

Public Relations and Crisis Communication (15 Credits) - Optional

Brand Analytics, Methods and Strategies (15 Credits) - Optional

Experiential Marketing and Events (15 Credits) - Optional

Consumer Psychology (15 Credits) - Optional