MSc Marketing Communications and Brand Management
Middlesex University Dubai
Dubai, United Arab Emirates
1 - 2 year
Full time, Part time
Earliest start date
The MSc Marketing Communications & Brand Management 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 competencies 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 activities.
*Please note content and title of this programme is subject to change upon validation.
Why Study MSc Marketing Communications & Brand Management at Middlesex University?
Across multiple sectors, the utilisation of multi-channel communication strategies is growing and with this so is the 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, the 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.
- 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.
Chartered Institute of Marketing
This programme at Middlesex University Dubai is accredited by the leading professional marketing body, The Chartered Institute of Marketing (CIM). CIM works alongside universities worldwide, mapping their degree content against CIM’s most sought-after professional marketing qualifications.
This offers students the opportunity to gain exemptions on modules of CIM qualifications, reducing the number of module assessments taken to one or two instead of three. These exemptions make it more efficient and cost-effective to gain a professional marketing qualification.
CIM’s qualifications are based on detailed research and ongoing employer feedback, sharing the skills and knowledge required for today’s marketers. This helps our university students to advance into practitioners, stand out from the crowd and increase their chances of securing their first-choice graduate position.
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 method and dissertation module that will result in the submission of a research report on an approved topic.
What will you study in 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 that matches your career specialism.
Below is the list of Modules taught in MSc Corporate and Marketing Communications:
*“Not all optional modules may be 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.
The Residential Project aims to provide students with a practical and applied perspective of the marketing discipline. The project is for all postgraduate students who study on one of our Marketing Degrees. This year's client was the Hilton Garden Inn Hotel Mall of the Emirates. The project combines workshops from managers at Google, Facebook and Twitter and allows students to work in syndicate groups to discuss, disseminate and present their strategic thinking based on the information provided throughout the week.
- 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
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 activities. You will also have group and individual tutorials, engage in self-directed learning and take part in a residential to enhance your understanding of practice issues.
You will be required to complete a number of assignments for assessment, in particular exams and coursework. The coursework can be individuals, such as plans, reports, memorandums and essays, or groups which will involve activities including presentations and reports. Tutorials will also feature formal and informal feedback.
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.