BA Honours Business Management (Marketing)

Introduction to the Programme

BA Honours Business Management (Marketing) is the ideal choice for students who wish to develop marketing expertise across a range of business sectors and learn to communicate and ‘sell’ their ideas to commercial audiences. Supported by expert tutors, who bring industry experience to their teaching, you will study the key functions that underpin business success and learn to deliver marketing campaigns with confidence. The career options are broad with our Business Management (Marketing) pathway. You will be well placed to enter a diverse range of corporate, governmental and third sector organisations.

Why Study BA Honours Business Management (Marketing)?

Middlesex University Dubai provides students with the opportunity to achieve an Honours Degree in Business Management (Marketing) in three years. This degree will provide you with skills that managers and marketing professionals require to manage and market products and services effectively within a globalised and competitive business landscape. The programme is structured to enable students to develop a range of theoretical and practical business skills with a marketing focus, including; e-marketing, branding, strategy, relationship management and advertising. Such knowledge and skills are required to be effective within a professional context. Therefore, our marketing pathway allows you to shape your studies towards your career ambitions and develop the specialist marketing skills to thrive in a business environment.

Mode of Study Options: It is expected that by September 2021 we will have In-person classes and these could be supported by an online element. It is too early to commit to a 100% Online at present as it will depend on the Health & Safety situation and KHDA permissions. We can say at present that if the Health & Safety situation warrants it there could be a 100% online along with in-person classes.

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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.

Please visit the CIM Accredited Degrees website (and select Middlesex University Dubai from the drop down menu) to see the exemptions offered for your programme.

Middlesex University Dubai is also one of the few CIM Accredited Study Centres in Dubai, offering students the opportunity to complete remaining CIM modules required to earn their CIM qualification. For more details, please visit the Middlesex University Dubai CIM Accredited Study Centre website.

The Financial Modeling Institute

Middlesex University Dubai is an Academic Partner of the The Financial Modeling Institute (FMI). FMI is dedicated to excellence in Financial Modeling and globally recognized certifications and conducts rigorous financial modeling exams that truly test the proficiency of a candidate’s financial modeling skills.

Students of Middlesex University Dubai can benefit from a 40% discount towards certification for Level 1: Advanced Financial Modeler (AFM). Students have the opportunity to attend networking and webinar events.

FMI certifications are a gateway to becoming a member of a global network of financial modeling leaders who have demonstrated mastery of real-world, applied financial modeling expertise. The FMI certifications are ideal for all finance, accounting, investment, insurance, and other business professionals.

Programme Content

In Year 1 you will complete four compulsory modules to develop essential skills and knowledge in business management.

In Year 2 you will study three core modules to understand essential business issues. You will also choose an optional marketing module from: Brand Management, Consumer Behaviour or Entrepreneurship and Small Business Marketing.

In your final year you will study two compulsory modules in Strategic Management and Services Marketing. You will also choose two optional modules from specialist marketing modules: E-Marketing and Social Media, International Marketing or Advertising and Promotion.

You will develop key business skills, knowledge and experience in order to excel in a management career. Companies and organisations require graduates who have expert business knowledge, who can also demonstrate analytical and problem solving skills, with the professional acumen to deal with challenges in a fast-paced business environment. You will learn to work effectively in teams, and be able to present and communicate business management ideas with confidence. We also ensure you develop specialist knowledge in:

Stakeholders: their expectations and behaviour
The environment of business and its impact on strategy
Design, production and distribution of products and services
Business resources: acquisition, application and control
Business process: planning, improvement and control

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

Note: Both core and optional modules are constantly updated and under review. As with most academic programmes, please remember that it is possible that a module may not be offered in any particular year, for instance because too few students opt for it. Middlesex University reserves the right to vary or withdraw any course or module.

Year 1
- People Management (15 Credits) - Compulsory
  
  The aim of this module is to develop students understanding of how people in organisations interact. It will introduce various people management concepts and human resource processes and practices. Students will develop the ability to compare and contrast a variety of organisational psychology and sociological theories and their application in the management of people.
- Management Concepts (15 Credits) - Compulsory
  
  The aim of this module is to develop students understanding of the management of organisations. It will introduce management concepts such as the business functions,organisational structure, work design, entrepreneurship, and business ethics. Students will develop the ability to analyse the strengths and weaknesses of various management theories and their application in the management of organisations.
- Quantitative Methods for Business (30 Credits) - Compulsory
  
  The aim of this module is to provide an introduction to the use of computer software to collect, analyse and present business data. Students will learn to solve business and management problems using Excel or other appropriate software with an emphasis on the application of methods to solve problems, and the interpretation and communication of results. The main aim is to enable the student to become a discerning user of quantitative methods and computers in business analysis, which can be built upon in further study.
- Financial Concepts of Business (30 Credits) - Compulsory
  
  This module aims to develop the financial understanding and knowledge of students within business organisations so as to enable them to make effective decisions and to assess the cost, economic and financial implications of these decisions. It aims to provide an understanding of the fundamental roles of accounting and finance for business students who do not need to develop specialist knowledge as well as to provide an understanding of key economic principles that inform business thought and practice.
- Marketing Theory and Practice (30 Credits) - Compulsory
  
  This module is designed to provide students with an overview of key marketing concepts and techniques, as they apply in a variety of organisations and in both conventional and online environments. Students will develop knowledge and understanding of the core role of marketing in determining the growth potential of an enterprise, including the value of the marketing mix in ensuring successful marketing implementation and the significance of external and internal operating environments for marketing practice.
Year 2
- Digital Marketing Strategy (30 Credits) - Compulsory
  
  The aim of this module is to develop students’ knowledge and skills for understanding the complexity of the new digital landscape. The module provides a critical context in which to analyse the current digital developments. In particular, the module will facilitate students’ learning of e-marketing models, social media and e-tailing in order to produce a coherent digital marketing strategy.
- Organisational Behaviour (15 Credits) - Compulsory
  
  The aim of this module is to enable students to identify the multifaceted social processes that are imperative to organisational life. The module will cover a wide array of theories pertaining to organisational behaviour. Students will develop their own abilities to analyse these theories, build up their own views on how to think and feel about these emergent issues as well as empower themselves with the capacity to argue and support these views in an academically rigorous manner.
- Principles of Innovation and Entrepreneurship (15 Credits) - Compulsory
  
  This module provides students with an introduction to innovation and entrepreneurship. It examines different forms of innovative and entrepreneurial practice including commercial and social enterprise. This includes an introduction into management issues faced by entrepreneurs and small business owners. The module will also introduce students to such concepts as opportunity recognition and the ability to act upon opportunities and problem solving.
- Management Information Systems (15 Credits) - Compulsory
  
  This module aims to provide students with the ability to apply key skills in information systems to the business management domain. The module also aims to enable students to obtain important aptitudes towards using information technology solutions such as business intelligence (e.g. data analytics), digital technology solutions (e.g. smart environments) and modern forms of communication (e.g. social networks) to improve business processes.The module enables students to acquire knowledge in a number of topics aligned to the following key areas: (i) information systems and business intelligence (in particular the development, management, application and implementation of information systems and their impact upon organisations, (ii) communications (in particular the comprehension and use of relevant communications for application in business and management, including the use of digital tools) and (iii) digital business (in particular the development of strategic priorities to deliver business at speed in an environment where digital technology has reshaped traditional revenue and business models).The cross-discipline nature of the module ensures that students will gain experience in using information systems, while engaging in strategic management activities and following a pattern of work resembling project management practices in controlled environments.
- Business Environment (15 Credits) - Compulsory
  
  This module aims to provide you with an understanding of economics from a business perspective. This includes an understanding of how competition, the behaviour of the financial markets and government economic policy can influence an organisation. You will also gain the ability to apply economic theory in both microeconomic and macroeconomic contexts.
- Operations Management (30 Credits) - Compulsory
  
  This module aims to broaden and expand students knowledge of the concepts and techniques required for the design, operation and control of business processes. Cases and practical exercises are relevant to a variety of commercial, manufacturing and service organisations. The module builds on the IT and quantitative skills developed in the first year.
- Marketing Research and Insights (30 Credits) - Optional
  
  This module aims to familiarise students with the importance of marketing research and insights to business and, in particular, the marketing management process. Students will learn how to conduct a marketing research project, including establishing business research needs, gaining insights into the consumer market, designing an appropriate research design, creating research instruments, gathering data primary and secondary data, conducting both qualitative and quantitative data analysis, and using the findings to improve marketing decision-making.
Year 3
- Strategic Management (30 Credits) - Compulsory
  
  This module aims to present a broad and integrated view of strategic management in organisations; to outline and offer a range of critical perspectives on key concepts of strategy; to introduce generic strategies at the corporate, business and functional levels; to provide a range of analytical models and concepts that can be applied in assessing the strategic capability of an organisation and the environment in which it operates.
- Marketing Strategy and Implementation (15 Credits) - Compulsory
  
  This module provides students with an overview of the key concepts of strategic marketing from a managerial perspective. As such, students will learn about the key marketing tools that will enable them to develop the knowledge and skills necessary in order to: analyse the marketing environment, customers and the factors influencing the purchasing process; develop marketing strategies and plans to reflect the environment; and implement such plans through the development of appropriate product, price, place and promotional activities. In addition, you will appreciate how leadership and managerial styles influence the strategic marketing process.
- Global and Cross Cultural Marketing (15 Credits) - Compulsory
  
  This module introduces students to current theory and practice in global marketing and develops their ability to apply cultural concepts to marketing challenges. Students will learn about new cultures in both the developed and emerging world and how to adapt marketing strategies accordingly for business success.
- Services Marketing Management (30 Credits) - Compulsory
  
  This module aims to offer in-depth exploration of services marketing management, emphasising those concepts, practices and techniques that are pertinent to service. Students will synthesise and apply previous study of management and marketing concepts and techniques and relate business theory to practice through the use of specialised service-sector case studies.
- Professional Communication (15 Credits) - Optional
  
  This module enables students to develop an understanding of strategies commonly used in professional discourse. It integrates concepts and approaches from applied linguistics and social psychology into the management of professional communication in a range of business settings. By exploring and contextualising professional discourse strategies,students will develop systematic and explicit approaches to analysing, evaluating and constructing strategic communication.
- Fashion Marketing (15 Credits) - Optional
  
  This module introduces students to fashion marketing and encourages them to apply marketing theory that underpins the subject to real world examples. Students will explore cultural, environmental, social and ethical trends that influence the fashion industry, identify business opportunities and create marketing proposals to improve fashion brands and fashion retail spaces.
- Marketing Consultancy Project (15 Credits) - Optional
  
  The module builds on learning from prior modules and provides students with the experience of working collaboratively on a real, client-driven consultancy project. External clients will provide a project brief and students will work in teams to develop practical solutions. The module gives students an opportunity to apply theoretical knowledge to real organisations and facilitates the practice of team-working, problem-solving, reflective and presentation skills, as well as an understanding of the complexities relating to client management and project deliverables.
- Public Relations and Corporate Reputation (15 Credits) - Optional
  
  This module aims to develop detailed understanding of public relations theory and practice and its role in influencing corporate reputation. The module uses practical tasks and professional simulations to enable students to engage critically with public relations planning, implementation and evaluation.
- Social Media and Viral Marketing (15 Credits) - Optional
  
  This module aims to provide students with an understanding of social media and viral marketing and will incorporate owned, earned and paid tactics. The practice of social media and viral marketing in today's marketing landscape will be outlined in addition to how social media and viral marketing facilitates and changes the behaviours of consumers in the marketplace. In preparation for future employment, the module will allow students to apply taught theories to real-life organisations.
- New Venture Creation (15 Credits) - Optional
  
  This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for many students in these challenging, dynamic and uncertain times. This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial new venture management skills. It also aims to make students aware of opportunities in the market place and how to use Effectual Entrepreneurship to implement and generate sustainable incomes in a world outside the academic environment.
- Marketing Internship (30 Credits) - Optional
  
  The primary aim of the work marketing module is to provide students with the opportunity to undertake a period of work experience (minimum of 30 days) from which students will learn about, how business run in general, the organisation and the sector within which it operates as well as the key drivers of business success. The marketing internship will provide students with an opportunity to immerse themselves in the world of work and develop effective strategies to deal with work and organisational life. It will therefore facilitate students to develop an understanding of work, reflexivity, resilience, wellbeing and the link between theory and practice. Through reflection on experiential learning students will enhance their awareness of their own abilities, and attributes and undertake a journey of personal and professional development.
- Research Project (30 Credits) - Optional
  
  This module provides an excellent opportunity for students to demonstrate higher order employability skills such as the ability to design and deliver a small research project; learn independently and through supervision, and undertake an extended, methodical piece of work. A well-executed research project will give you something to distinguish yourself from your peers as well as the opportunity to show why you might be a superior candidate for graduate employment.

Teaching

Classes are held at our Dubai Knowledge Park campus Sunday to Thursday between 8:30am and 6:30pm. Additional sessions may be scheduled over the weekend or holiday periods and you should expect to receive notice of these in advance.

You will be actively involved in a range of learning, teaching and assessment approaches as part of your programme. These approaches ensure that you are involved and engaged by placing you at the centre of your own learning. You will be required to actively participate in learning activities and engagement with your fellow students, both individually and collaboratively. Faculty increasingly use existing and emerging technologies and your programme will be facilitated using a variety of media and online tools (My Learning on UniHub, podcasts, wikis, etc.) which will allow you access to a diverse range of online resources and learning materials. By engaging in e-learning you will also be developing skills of which are essential for your learning and highly valued by employers. Such skills including flexibility, communication, IT skills and team work.

Entry requirements

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

Middlesex University International Foundation Programme (IFP)

Successful completion of the Middlesex University International Foundation Programme (IFP)*** (equivalent programmes from other Universities/Colleges/Institutes will be considered).

Indian Secondary School Certificates

Indian Secondary School Certificates issued by the CBSE/ISC boards/NIOS/All State Boards may be considered: minimum grade of 60% 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

You must have passed the full IB Diploma. In some cases applicants will also need to have studied certain subjects at Standard or Higher Level. If you are unsure about the suitability of your qualifications or would like help with your application, please contact admissions@mdx.ac.ae for support.

GCSE

Students who have completed their GCSEs are eligible to join our International Foundation Programme – a one year programme to prepare students for entry onto our Undergraduate Programmes. Please note that students must meet the British AS and A Level entry requirements in order to gain entry into the First Year of any one of our Undergraduate Programmes.

UAE’s General Secondary Education Certificate Examination

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

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)***

American High School Diploma

Students with American High School Diploma are eligible to join our Foundation programme. However, if you have passed the American High School Diploma with the university required GPA and SAT or ACT or AP Scores you may be eligible for direct entry into Year 1 of the undergraduate programme. If you are unsure about the suitability of your qualifications or would like help with your application, please contact admissions@mdx.ac.ae for support.

BTEC Level 3

BTEC Level 3 qualifications***** (suite of qualifications known as Nationals) may be considered for direct entry into an undergraduate programme

***** 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).

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

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

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 65% in English
International Baccalaureate	Minimum grade 5 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

Future Careers and Employability

Our graduates find themselves working in a range of industrial, commercial and third sector organisations in a range of marketing roles, including: Advertising Executive; Sales and Marketing Manager; Brand Manager; Business Consultant; Customer Relationship Manager; Retail Merchandiser; Market Researcher, etc.

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Course Detail

Introduction to the Programme

Why Study BA Honours Business Management (Marketing)?

Programme Content

Year 1

People Management (15 Credits) - Compulsory

Management Concepts (15 Credits) - Compulsory

Quantitative Methods for Business (30 Credits) - Compulsory

Financial Concepts of Business (30 Credits) - Compulsory

Marketing Theory and Practice (30 Credits) - Compulsory

Year 2

Digital Marketing Strategy (30 Credits) - Compulsory

Organisational Behaviour (15 Credits) - Compulsory

Principles of Innovation and Entrepreneurship (15 Credits) - Compulsory

Management Information Systems (15 Credits) - Compulsory

Business Environment (15 Credits) - Compulsory

Operations Management (30 Credits) - Compulsory

Marketing Research and Insights (30 Credits) - Optional

Year 3

Strategic Management (30 Credits) - Compulsory

Marketing Strategy and Implementation (15 Credits) - Compulsory

Global and Cross Cultural Marketing (15 Credits) - Compulsory

Services Marketing Management (30 Credits) - Compulsory

Professional Communication (15 Credits) - Optional

Fashion Marketing (15 Credits) - Optional

Marketing Consultancy Project (15 Credits) - Optional

Public Relations and Corporate Reputation (15 Credits) - Optional

Social Media and Viral Marketing (15 Credits) - Optional

New Venture Creation (15 Credits) - Optional

Marketing Internship (30 Credits) - Optional

Research Project (30 Credits) - Optional

Teaching

Entry requirements

English Language Requirements (Undergraduate)

Future Careers and Employability

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