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BA Honours Advertising, PR and Branding

BA Honours Advertising, PR and Branding

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

This dynamic programme in Advertising, PR and Branding directly responds to an ever-changing business and technology environment. Our degree was developed with industry partners to provide you with the skills you need to succeed. It responds to the new ways people consume, create and share content in the digital era, and recognises that the creation and management of brands are crucial skills for those working in advertising and public relations.

Why Study BA Advertising, Public Relations and Branding at Middlesex University?

If you are passionate about working in the media, this degree ensures you gain the skills needed to work in a promotional or communications capacity not only in the creative industries but across the business, charity and public sectors.

At Middlesex it’s not just about the how, it’s also about the why. Learn the practical skills to plan and implement campaigns across different media while developing your critical understanding of the important (sometimes controversial) roles advertising, PR and branding play in our culture and society.

At the heart of the degree is a focus on branding and digital media and you can expect to be taught by academics as well as professionals with extensive industry experience. You'll emerge with a portfolio of work and the resources and skills necessary to develop your own online brand, enhancing your employability. What’s more, the research, planning and communications skills you’ll be developing are of high value not only for a career in the media but across a wide spectrum of professional, public and private sectors.

Dubai is a global centre for advertising and PR. We take advantage of our location to connect you to the heart of the industry. We offer a programme of visits to industry-related events, and host networking opportunities. Through these links, previous students have succeeded in securing internships with companies such as agencies such as Ketchum RAAD Middle East, Edelman, Havas PR and DNG Events. You will be learning through live briefs to find real world solutions as well as gathering insight from current industry leaders during our regular industry networking events. We also champion industry interaction and give you the opportunity to build a professional network before graduating and kick-starting your career.

Graduates from BA Advertising, PR and Branding will be primed to take on exciting roles across the creative industries and beyond. You will think critically about the media, analyse problems and devise solutions, creating and managing a variety of projects and producing your own creative work.

Course highlights

  • This is the only degree in Dubai that brings together advertising, public relations and branding
  • There is a dedicated work placement opportunity in Year two, which provides a launchpad for building your professional network
  • Graduate with the skills, portfolio of work and industry connections that employers demand
  • 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
  • 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 157,500

What will you study on the BA Advertising, Public Relations and Branding?

This innovative course explores a broad range of subjects and practices within the fields of advertising, PR and branding, from creative advertising and promotional video production to social media PR and place branding. You will learn about the traditional differences between paid, earned and owned media, but also the ways in which brand communications are transforming this media landscape.

This course will enable you to develop all the practical skills that are integral to the disciplines of advertising, PR and branding. You will learn the full range of qualitative and quantitative research methods, including digital data analytics, to generate insights into consumer behaviour. These insights will inform the design, development and pitching of creative work and campaigns, which will see you producing strategy documents and promotional media that will include social media content, adverts, events and videos.

By the end of the course you will have developed a compelling portfolio of academic and creative work, but also essential skills in self-branding and reputation management.

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

  • Year 1

    • Brands, Media and Society (30 Credits) - Compulsory

      This module provides a historical and critical introduction to the development of brands and their complex relationship with media and power in contemporary society. You will explore specific practices, processes and industries alongside key theories and debates about promotional practices within a broader social, cultural, ethical and political context. You will examine how brands both shape culture, and are shaped by it through field visits, case studies and guest speakers.

    • Creative Advertising (30 Credits) - Compulsory

      Creativity is central to successful advertising, but plays an equally important role in developing brand strategy and public relations campaigns. The ability to conceptualise, develop and hone creative ideas is a key skill as graduates who possess an aptitude for creative thinking and innovation are in high demand, in a range of related roles across the creative industries. You will be equipped with the strategies and skills in conceptualisation and concept development required for a range of advertising applications that will further developed throughout the course.

    • Public Relations Practice (30 Credits) - Compulsory

      This module is designed to give a broad overview and understanding of the main concepts involved in public relations, and will prepare you for future work in campaign planning and brand reputation management. Through exposure to industry examples via lectures, guest lectures and workshops, you will consider how PR can assist in raising awareness, changing attitudes and behaviour, and managing relationships.The module is broken into three distinct blocks that will broadly cover the history and development of PR, understanding persuasion in a promotional or communicative context, and finally individual pitching and presentation skills.

    • Content Design (30 Credits) - Compulsory

      This module focuses on the design of content for print and online publication. You will learn how to design material that communicates information clearly and persuasively. You will gain an understanding of the conventions and practices of content design and explore the history and context of its development in the advertising, PR and branding industries. The module introduces both industry standard software as well as freeware software for the creation of layout designs in print, online and on mobile.

  • Year 2

    • Understanding Consumer Culture (30 Credits) - Compulsory

      With social media and mobile use now ubiquitous, it has become ever more crucial but also more feasible for brands and companies to monitor consumers’ everyday practices and participate in their shared culture. This module provides you with the cognitive skills and methodologies for researching consumer culture across offline and online spaces. You will learn to collect, organise, analyse, visualise and interpret qualitative, quantitative and digital data, and connect the findings to advertising, PR and branding strategies

    • Brand Management (30 Credits) - Compulsory

      In a context where a diverse range of organisations and individuals are required to imagine and communicate themselves as brands, (a set of symbols, values, and emotions that convey a certain narrative vision of the world), brand management has emerged as a key discipline that integrates a range of competencies from across the spectrum of marketing communications. This module introduces the knowledge and skills that are required to create, manage and communicate brands as well as assess their socio-cultural impact and economical value.

    • Campaign Planning (30 Credits) - Compulsory

      This module explores the practical process of campaign planning and communicating awareness of a product, service, idea or societal issue in an effective and engaging way. You will work on briefs set by external clients or organisations and this practical work will develop skills in key areas of campaign communications such as:

      • undertaking research and deciding the most appropriate communication strategy
      • developing creative insights and campaign objectives
      • devising a media/media relations strategy
      • working in creative teams to plan and produce promotional materials
      • working in teams to pitch the campaign
      • reflecting on the planning process and evaluating the campaign.
    • Creative Industries Work Placement (30 Credits) - Optional

      For this module, you will be required to complete a work-placement (100 hours) in a selected sector of the industry.

    • Promotional Cultures (30 Credits) - Optional

      In recent decades, the advertising, PR and branding industries have become central to public life - in business, politics and culture. This module provides an opportunity for you to critically engage with the major ethical issues, regulatory frameworks and political debates arising from the economic and digital transformations of contemporary society., You will learn about the changes brought about through the rise of promotional cultures and develop advanced skills of critical analysis through a range of case studies and practical workshops with regulatory and industry professionals.

    • Promotional Video Production (30 Credits) - Optional

      This module will allow you to gain valuable work experience in professional ‘client-led’ promotional video production scenarios. You will gain an insight into working with clients in a professional context with the aim to enhance your transition into a range of roles across the advertising, PR and branding industries. You will explore ethical and compliance issues with production opportunities from both external clients and in-house productions.

  • Year 3

    • Independent Project (30 Credits) - Compulsory

      This module will allow you to demonstrate, in the execution of a complex and large-scale project, high level academic and/or practical skills, relevant to your field of study and creative and professional interests. The project will take the form of either an independent project or a work placement project. For the work placement, you will undertake a Middlesex-approved work placement and base your final project around your experience of being a participant observer.

    • Digital Advertising (30 Credits) - Compulsory

      This module will give you the necessary knowledge to understand the complex relationship between digital technologies and consumer behaviour in an evolving context. You will explore the latest developments in advertising practice, from data analytics and programmatic advertising to augmented reality executions of branded content and experiences. You will gain the knowledge and skills to design and manage advertising content across a range of digital channels and platforms.

    • Social Media and Public Relations (30 Credits) - Compulsory

      This module introduces the ways in which organisations use social media to develop and deliver public relations campaigns and how those technologies can also be used to develop a person's professional profile online. You will develop the skills for strategic planning, design and evaluation of online campaigns and you will have the opportunity to refine your own personal brand; promoting your achievements and capabilities to enhance your employability.

    • Campaigns and Social Impact (30 Credits) - Optional

      Campaigns designed to change society are an integral part of the 21st century media environment. This module will help you understand how these campaigns develop, what they mean and how they reflect the way in which power works in societies. You will have the opportunity to effectively design, manage and deliver a campaign designed to address an issue of importance to your community.

    • Entrepreneurship (30 Credits) - Optional

      This module will give you the opportunity to engage with realistic scenarios that you are likely to encounter during your career in the media industry. Through seminars, directed study and experiential learning, you will explore the employment and self-employment opportunities in these industries. Entrepreneurial activities, both supervised and self-directed, are at the core of the module with a constant focus on your budding enterprise ideas and ambitions.

    • Place Branding and International Diplomacy (30 Credits) - Optional

      Places, just like products, require a brand strategy to compete in today’s international globalised environment. Cities, regions and nations worldwide have begun to use promotional strategies to position themselves favourably in the minds of target groups such as tourists, businesses, potential residents and foreign investors. As an entry into a relatively new and highly interdisciplinary field, this module will explore tourism, investment, migration, planning and governance through a promotional lens. You will gain a global understanding of international communication flows and place promotion strategies through an interactive mix of lectures, guest lectures, field visits and case studies. You will also benefit from developing your skills in audience segmentation, stakeholder relationship management, public administration and promotional policy implementation.

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 on admissions@mdx.ac.ae

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 can 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."

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

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