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Course Detail

MA Marketing Communications*

MA Marketing Communications*

Learn about the course below
January, September
1 year full time 2 years part time
Full time Part time
Course leader

Marketing communications is a creative and exciting area within the fast-changing global media environment. This popular course combines marketing strategy and the powerful tools of integrated marketing communications to support your entry into, or progress in a marketing career. The programme provides a framework for the study of marketing communications as a key business management discipline. It is specifically designed for students wishing to expand their knowledge and expertise relating to the theory and practice of integrated marketing communications.

Why Choose MA Marketing Communications

  • Great combination of practice and theory – the course is delivered by professionals and full- time academics with industry experience.
  • Includes weekend session within the UAE where students experience first-hand the decision-making process taken by marketing directors; all hotel costs are included in the fees.
  • A regular programme of guest lectures by prominent speakers on key issues in business and marketing.
  • Skills can be applied to a wide variety of topics including product/service marketing, public relations, political marketing, social and health promotions.
  • Our multi-cultural student body, works in a range of industries, bringing unique business perspectives to the classroom.
  • Students undertake a project-based dissertation module, where taught skills are applied to develop a marketing communications strategy or an entrepreneurial business plan for a real-life company.
  • Based in Dubai, the world’s truly international and dynamic city.We are conveniently located in Knowledge Village next to the region’s media epicentre – the Dubai Media City.

* “This programme is now in its sixth successful year of running at our Dubai campus. As part of our quality enhancement procedures, we constantly endeavour to update and refresh our curriculum and learning strategies to ensure our programmes offer the latest thinking and skills to drive our students’ careers. Prospective students are requested to check our website after 15th April 2017 for further updates.”

Course Fees : Aed 75,000

This course covers the key subjects related to marketing communications as a strategic marketing tool, including an analysis of the core components of marketing communications, such as advertising, public relations and sales promotions. Both traditional and new media forms are examined and their effectiveness analysed in the context of durable products, fast-moving consumer goods, services and social marketing campaigns. You will develop your knowledge, skills and capabilities to an advanced level in research (in marketing) and strategic marketing and decisionmaking. An emphasis on strategic marketing gives you the skills to participate in the formulation, implementation and evaluation of organisationwide decisions related to competition, products and consumers.

For more details on Academic Calendar , click here 
  • Year 1

    • MKT 4012 Advertising Digital Marketing (30 Credits) - Compulsory

      This module is to develop students' systematic understanding of advertising and digital marketing theories and practices. In particular, students will gain detailed knowledge of theories that underpin the practice of advertising, the client- agency relationships, and appreciate the role of the society and the regulatory institutions on advertising Students will extend their knowledge of advertising to the digital media and be able to use basic advertising metrics to evaluate effectiveness of digital advertising.

    • MKT4070 Integrated Brand Communications - Tools Strategies (30 Credits) - Compulsory

      The aim of this module is to develop students’ systematic understanding of marketing communications theory and practice, especially integrated brand communications. In particular, the module will focus on the various marketing communication tools i.e. public relations, advertising and sales promotion, to enable the students to creatively apply the gained knowledge in practical situations.

    • MKT4051 Consumer Behaviour: Decision-Making Processes (15 Credits) - Compulsory

      The module aims to develop students’ in-depth knowledge of concepts, theories and models for consumer decision-making processes and brand choices. The module uses a critical analytical approach to review current and evolving concepts, theories and models of consumer decision-making processes and brand choices.

    • MKT4031 Marketing Research Processes (15 Credits) - Compulsory

      This module aims to facilitate students' learning of the marketing research processes, to evaluate and interpret market intelligence reports and prepare market research proposal. Students will also learn a wide range of the measurement techniques and scales and be able to design appropriate data collection instruments, such as online and off line questionnaires.

    • MKT4017 Marketing Communications Analytics (15 Credits) - Compulsory

      This module aims to develop the students’ ability to evaluate and interpret market intelligence reports, prepare market research proposal, critically analyse both primary and secondary data, and prepare a market research report in order to assist decision-making and strategy development

    • MKT4102 Practitioner Perspectives (15 Credits) - Compulsory

      This module aims to provide you with a framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. In particular, the module will focus on the development and implementation of marketing strategies to help organisations gain a competitive advantage in a highly volatile operating environment.

    • MKT4009/ Dissertation (60 Credits) - Compulsory

      This module aims to develop your ability to produce independent research in the academic and practical discipline of marketing. By undertaking the process of researching and writing a dissertation or applied project independently you will gain practical competence in the application of research methods, while adding to your knowledge and understanding of your chosen area of marketing.

    • MKT 4029 Professional Practice Project (60 Credits) - Optional

Taught sessions are held at our Dubai Knowledge Village campus (Block 16, 17, 04 and 19) during the week (Sunday to Thursday) between 6:30pm and 9:30pm. Additional sessions might be scheduled over weekends or holiday periods and you can expect to receive plenty of notice for these. You can expect to attend one session per week per module, except where otherwise specified in the programme timetable and for the Dissertation module in which you will be working individually on your thesis with some supervised elements. 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.

Taught modules are devised to ensure active learning both of the subject matter and of the skills essential to Masters level study. You undertake various forms of shorter exercises throughout the taught programme, for example, you may give an oral presentation, read and comment on an academic article or prepare detailed answers to questions set in advance. Case studies are used extensively. You will receive additional training in choosing a research topic, advanced research methods and academic writing before beginning work on your dissertation. Your knowledge and understanding is assessed through a combination of presentations and written coursework. The programme culminates in an individual project-based dissertation in which learning on the programme is applied to an appropriate topic of interest or specialisation, under the guidance of a supervisor.

Industry Partner: Fortune Promoseven (FP7)

Fortune Promoseven Dubai one of the largest advertising agency in the region and has 17 offices across 15 countries in the MENA region. It is the largest regional advertising network by far and is affiliated with McCann Worldgroup. Promoseven agencies are experts in ‘Creating Demand’ by creating and developing, and then executing well strategised creative solutions that create impact on behalf of brands – Promoseven aims to deliver effective and exciting advertising communications solutions that put the brand and product top of mind. Promoseven’s teams of professionals consist of the best marketing and advertising talent from across the world. They work in interdependent teams consisting of Strategic Planning, Creative, Pre-Press and Production for Studio services.

Highlights of the Industry Partner Agreement are:

  • FP7 is designated as the Industry partner for the MA Marketing Communications program .
  • A FP7 Scholarship can be awarded to a MA Marketing Communications student which will provide for a 100% tuition fees waiver.
  • FP7 have presented awards to the Top Graduating Students of the MA Marketing Communications Program.
  • Middlesex University students have access to FP7 offices for internships.
  • FP7 provide guest speakers and conduct industry workshops.

Off-Site Graduate Marketing Experience

Every year, students of the MA Marketing Communications embark on an off-site weekend marketing session to learn first-hand about the strategy and operations of major firms and multinational companies. The weekend session has a number of objectives, with a key aspect being to enhance group cohesion whilst consolidating various aspects of the marketing curriculum. More specifically our off-site aims to:

  • Explore contemporary themes in marketing, off-campus and at diverse and stimulating locations;
  • Develop a deeper understanding of how marketing and non-marketing functions interact in a range of situations;
  • Develop group problem-solving and presentation skills

All catering and venue costs are included in the fees. The session offers a range of activities that incorporate experiential learning and engagement with practitioners and industry experts. Over the event, participants get to know each other and build strong working relationships. By the end of the event, they have a sense of accomplishment, many new friends, and a solid understanding of the academic and practical aspects of the topic at hand. Written work is completed in the weeks following the session and submitted for feedback and assessment.

Academic and Work Experience Requirements

Potential candidates are encouraged to contact our Admissions Office for individual consultation on a case-by-case basis. Normally a second class UK Honours degree or above, or overseas equivalent qualification is required. Applicants without a degree who have minimum three (3) years of significant managerial experience in sales or marketing will also be considered.

You must have competence in English language and we normally require Grade C GCSE or an equivalent qualification. The most common English Language requirements for international students is IELTS 6.5 (with minimum 6.0 in all four components) OR TOEFL IBT 87 (with at least 21 in listening & writing, 22 in speaking and 23 in reading). For details of other equivalent English language requirements that Middlesex accepts please contact our Admissions Office.

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:

International English Language Testing System (IELTS) (Academic exam ONLY) Pearson Test of English (PTE)
Academic General
Overall: 6.5 58 Level 4
(minimum 6.0 in each band)


Minimum score required for Post-Graduate: 87 (with at least 21 in listening & writing, 22 in speaking and 23 in reading)

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


PearsonPTE General

Level 4

For admissions related enquiries, kindly contact our admissions team on 0097143678100 / 0097143751212 alternatively you can email on

Our MA Marketing Communications course prepares graduates for a wide range of marketing careers in product and service organisations, in public, private and not-for-profit sectors, usually commanding good salaries. 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.

Middlesex University Dubai, Dubai Knowledge Park - Blocks 4, 16, 17 & 19
Admissions +971 (0)4 3678100

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