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Course Detail

BA Honours Advertising, PR and Media

BA Honours Advertising, PR and Media

Learn about the course below
Start
September
Duration
3 years full time
Attendance
Full time
Fees
Course leader

This dynamic programme will provide you with an excellent grounding in the key areas of both the advertising and public relations industries. Being two closely aligned areas of communication, and central to the operations of media, cultural and other industries, a degree in this discipline will lead to many exciting career opportunities. The course blends media theory with the practices of specific processes, from planning public relations and advertising campaigns to a critical reflection on the influence of these practices on industries, audiences and the contemporary media. You will benefit from being able to focus on issues and practices relevant to your specific interests in Advertising and PR right from the start of your studies in year one.

Why study BA Honours Advertising, Public Relations and Media

  • Our tutors include academic researchers, journalists, editors, and PR and advertising experts, who will support your development and help you to build industry-specific, transferable skills
  • Our campus puts you within easy reach of Dubai's Media City and our students have secured placements with a range of companies including agencies such as Ketchum RAAD Middle East, Edelman, Havas PR and DNG Events
  • As part of the School of Media and Performing Arts, you will benefit from a range of media-related events, including the Dubai Film Festival and the Emirates Airline Festival of Literature. Our students have interned at these events, participated in competitions there and won awards arranged by these organisations.


Course Fees : AED 150,000

In the first year of your course you will examine the complex relationship between media, culture and power and become familiar with key theories related to media and culture.A workshop-based module in media production will introduce you to a range of media production practices and you will look at the specific practices and processes of advertising and PR in context using case studies.

In your second year you will build on your media production skills, develop research techniques in preparation for your final year project and learn how to research, plan, carry out and evaluate PR and advertising campaigns. By your final year you will be fully prepared to complete an extensive independent project. You will also explore the ethics and controversy of PR and advertising focusing on areas such as media events. Throughout the course, you will develop the research, planning and communication skills that are essential in the advertising, public relations and media industries.


For more details on Academic Calendar , click here http://www.mdx.ac.ae/life-at-university/academic-calendar

  • Year 1

    • Media Production (30 Credits) - Compulsory
      To introduce students to generic and subject specific media production practices across a range of platforms, including theoretical arguments concerning the role of technologies in shaping our understanding of media production practices; To equip students with foundational skills and understanding necessary for advanced media production in MED2001 and, optionally, in MED3000; To enable students to develop skills in planning, time management and team-work.
    • Media Analysis (30 Credits) - Compulsory
      To equip students with the key skills for academic study in their programme; To introduce students to processes of meaning production in the media alongside developing a critical understanding of issues and concepts of cultural representation; To provide a critical context in which to introduce students to their Personal Development Portfolio PDP and graduate skills in personal learning and career planning.
    • Introduction to Media and Society (30 Credits) - Compulsory
      Aims: To introduce a range of debates and discussions about the relationship between the media and issues in contemporary society; To explore the complex relationship between media, culture and power; To give students an understanding and appreciation of the importance of locating media and promotional practices in a broader social, cultural, ethical and political context.
    • Advertising and PR in Context (30 Credits) - Compulsory
      To introduce students to the history, organisation and practices of the advertising and public relations PR industries; To develop a critical understanding of the roles played by advertising and PR in marketing and political communications, and how these in turn impact on culture, politics and society; To develop skills in researching and analysing existing advertising and PR campaigns in preparation for the critical application of these skills in second and third year practice modules.
  • Year 2

    • Advanced Media Production (30 Credits) - Compulsory
      To build on the skills and knowledge developed in MED1001; To further develop subject specific media production practices in the execution of one or more major group projects; To equip students with the advanced skills necessary for major independent projects on MED3000; To enhance student skills in planning, time management and team work.
    • Research Techniques and Approaches (30 Credits) - Compulsory
      To enable students to identify, discuss and evaluate contemporary debates in media and cultural studies in a global context and apply this knowledge to the development and planning of a research proposal framed by a literature review; To enable students to make productive connections between devising and developing independent projects and the frameworks of their taught programmes; To prepare students for MED3000 Independent Project whether that takes the form of a work placement, an extended essay or practice-based work.
    • Promotional Practices (30 Credits) - Compulsory
      To introduce students to the practices and processes of researching, planning, carrying out and evaluating advertising and public relations campaigns; To develop a critical understanding of the aims, contexts and consequences of promotional practice; To develop skills in translating research into creative insights and communication strategies.
    • Global Journalisms (30 Credits) - Compulsory
      Students will consider the circulation of information on a global scale and will ask how it contributes to the development of a global culture. Where does news come from? Is it the same all over the world? To what extent is global media shaped by western organizations? Students will explore the role of the internet in reshaping the way journalism in produced and consumed, look at alternative news sites, citizen journalism, grassroots or community based journalism, diasporic media and blogging. Although the primary focus is broadcast news, the module will also explore a range of global journalistic content and forms of media production.
  • Year 3

    • Media Events and News Cultures (30 Credits) - Compulsory
      To develop a critical appreciation of the importance of information gathering and dissemination practices in contemporary society. To develop detailed understanding of the extent and nature of processes and practices of media manipulation and the role of such manipulation in shaping public debate. To develop understanding of information production as an organisational practice.
    • Campaigns and Social Change (30 Credits) - Compulsory
      To enable students to understand social change and the role of the media, communications and community orgainsing in bringing it about; To introduce students to a range of different theories of social change and the history of those ideas in practice; To enable students carry out campaigns using the range of skills they have developed across degrees programmes in a manner appropriate to an assessed activity on a degree programme; To build student confidence in dealing with the public, press and authority figures and to provide experience working in a small public facing, interdependent group and develop the skills necessary to be effective in that situation.
    • Issues in promotional culture (30 Credits) - Compulsory
      To introduce students to the major ethical issues, regulatory frameworks and political debates concerning the advertising and public relations PR industries; To develop knowledge and understanding of the social, cultural and political impact of promotional practices in specific contexts; To develop advanced skills - drawing on the methods and critical vocabularies introduced in years one and two - in analysing and evaluating the social, cultural and political effects of promotional practices.
    • Independent Project (30 Credits) - Compulsory
      To enable students to demonstrate, in the execution of a complex and large-scale project, high level academic and/or practical skills, relevant to their field of study and professional interests; To test the students confidence in their intellectual abilities and capacity to organise their time through an emphasis on self-directed learning and independent research; To enable students to identify and apply relevant critical frameworks drawn from their degree programme and relevant to their professional interests; To demonstrate independent thinking in the application and development of theoretical/practical projects.

Taught sessions are held at our Dubai Knowledge Park campus (Block 16, 17, 04 and 19) during the week (Sunday to Thursday) between 8:30am and 6:30pm. Additional sessions might be scheduled over weekends or holiday periods and you can expect to receive plenty of notice for these. Attending scheduled weekly classes is an important requirement for completion of this programme.

You will be actively involved in a range of learning, teaching and assessment approaches as part of your programme. Such active approaches aim to put you at the centre of your learning so you are involved and engaged in all aspects of your assessment and learning. Your programme will require your active participation in learning activities and engagement with your fellow students both individually and collaboratively, working and learning with other students as part of a small group. Learning activities may also occur both within and outside the classroom.

Your learning will also be supported by technology. Increasingly your tutors will be using existing and emerging learning technologies to engage you in e-learning activities. Your programme may be facilitated using a variety of media and online tools (My Learning on UniHub, podcasts, wikis, etc.) which could allow you flexible access to a diverse range of online resources, quizzes and learning materials as well as collaborative tools with which you can engage and learn with your peers.

Not confined by the time and space associated with traditional teaching methods you may take part in online discussions and learning activities from wherever you are studying. By engaging with e- learning you will also be developing skills which are essential for your learning and are also highly valued by employers. These include but are not limited to: working flexibly, communication, understanding of IT, team working and creating shared understandings based on quality resources and access to global expertise.

We accept students with a diverse range of entry qualifications and from varying backgrounds.The following international qualifications are normally considered for admission:

  • Successful completion of the Middlesex University International Foundation Programme (IFP)*** (equivalent programmes from other Universities/Colleges/Institutes will be considered).
  • Indian Secondary School Certificates issued by the CBSE/ISC boards/NIOS/All State Boards may be considered: minimum grade of 55% overall
  • British A-Levels: minimum two, maximum three subjects, with grades of B,B,C (three subjects) or with A*, A* (two subjects)
  • International Baccalaureate: completion of IB diploma with good grades

GCSE (or equivalent for other education systems) English and Maths with a minimum of Grade C are required

  • UAE’s General Secondary Education Certificate Examination Grade 12 (Tawjihiya) plus successful completion of the Middlesex University International Foundation Programme (IFP)***  or equivalent programmes
  • Pakistani National Curriculum: completion of Year 1 at a recognised post-secondary institution (university / college). Candidates that have successfully completed FSC/HSC are admitted to the Middlesex University’s International Foundation Programme (IFP)***
  • Iranian Pre-University Certificate: minimum overall grade of 12. Students completing the High School Diploma are admitted to the International Foundation Programme (IFP)***
  • Nigerian Senior School Leaving Certificate: Candidates are admitted to the International Foundation Programme (IFP)***
  • National Curriculum of the countries of Russia, Azerbaijan, Kazakhstan, Kyrgyzstan, Turkmenistan, Tajikistan, and Uzbekistan: Candidates are admitted to the International Foundation Programme (IFP)***
  • West African GCE: Candidates are admitted to the International Foundation Programme (IFP)***
  • BTEC Level 3 qualifications***** (suite of qualifications known as Nationals) may be considered for direct entry into an undergraduate programme 

Note: *** International Foundation Programme (IFP) is a one year programme to prepare students for entry to Undergraduate programmes 

***** BTEC qualifications (QCF) (suite of qualifications known as Nationals) are acceptable both on their own and in combination with other qualifications. Applicants are expected to have studied for the Diploma or Extended Diploma. The Certificate, Subsidiary Diploma and 90 Credit Diploma are expected to be studied in combination to equal that of at least the Diploma (for example, the Subsidiary Diploma would need to be offered in combination with either a Diploma or two GCE A levels). 

This list shows only a selection of qualifications. If your high school system does not appear here, please contact our Admissions Office admissions@mdx.ac.ae and we will be able to advise you further.

English Language Requirements (Undergraduate)

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

6.0 (minimum 5.5 in each band)

TOEFL Internet-based

72 (17 in listening & writing, 20 in speaking and 18 in reading)

PearsonPTE Academic

51

PearsonPTE General

Level 3


Additionally, students with the following qualifications may be considered as having met the English language requirements:

English Language

Entry Requirement

GCSE/IGCSE/O-Level English

(as a first or second language)

Grade C or Higher

CBSE/ISC boards/NIOS/All state boards

Minimum grade of 70% in English

International Baccalaureate

Minimum grade 4 in English A1 (Standard or Higher Level) in IB OR a minimum of grade 5 in English B (Higher Level)

West African/Nigerian Curriculum

WAEC/WASSCE/SSSCE 

Minimum grade “C6“


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

On this course you can explore approaches to working in a diverse range of organisations, including the corporate or marketing communications divisions of commercial or charitable organisations, through to specialist advertising and PR departments in specific media industries. As a graduate, you could start a career in internal communications or information management; work in the communications department of commercial or non-profit organisations, or work in a PR or Advertising Agency. With contemporary skills in media, successful students will also be able to commence their careers with radio and/or TV broadcasters, publishing firms, film companies as well as magazines and newspapers. We have been involved in several student conferences arranged by the Middle East Public Relations Association (MEPRA) and our students have won the B-Hive Competition run by MEPRA for the past two years.

What our students say

Lotte Pernille Backer Jaeger
BA Advertising, Public Relations and Media graduate (2015)

Lotte Pernille Backer Jaeger

"My experience at Middlesex made me aware of all the opportunities that are opened to you with a degree in Advertising, PR and Media. I got a job before I graduated as a project manager at Mediaplanet back home in Oslo.

"I have nothing but positive things to say about my three years on the degree. I loved the combination of the different modules, I feel like I got a lot out of the years at Middlesex, and that it prepared me for a future job and career in the media business."

Romano Basdeo
BA Advertising, Public Relations and Media graduate (2011)

Romano Basdeo 

"After graduating from Middlesex I started my career as a Media Executive at Mediacom (named media agency of the decade by Campaign Magazine) in their recruitment marketing department. Whilst there I became a digital direct response specialist, focusing on domestic market clients including the Royal Bank of Scotland, Metropolitan Police and Direct Line Group. My favourite project was RBS's sponsorship of Manchester Pride. With a minimal budget I was tasked with garnering as much free advertising and publicity as possible and negotiated a sponsorship partnership with Gaydar Radio.

"It was the research and analysis techniques that I honed during my time at Middlesex that helped me to achieve this. My experiences at Middlesex have helped me greatly in my career as a Media Planner as I have been better able to understand markets and plan my work accordingly."

Georgina Godfrey
BA Advertising, Public Relations and Media graduate

Georgina Godfrey 

"I have nothing but positive things to say about studying at Middlesex. The combination of industry experienced tutors and varied learning modules made my degree enjoyable and interesting.  The encouragement I received to focus on things I enjoyed and am good at during my third year projects helped me to secure an unexpected 2:1 and a full time job before I had graduated."

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