Course Detail

Introduction to the Programme

Our award-winning marketing courses have a reputation for teaching excellence. Based within our flourishing Business School you will benefit from the support of leading academics who will teach you to think critically about marketing practice in a 21st century context. You will graduate as an independent marketing professional, primed with a suite of high-level marketing skills, coupled with the experience and confidence to flourish.

There has never been a more exciting time to be a marketing practitioner; as digital and social media merge with traditional communication methods, changing the way businesses operate. Our degree is a stepping stone to an exciting career across a range of disciplines, including: branding, customer relationship marketing, international marketing, advertising, public relations, sales and events management.

Why Study BA Honours Marketing?

Middlesex University Dubai provides students with the opportunity to achieve an Honours degree in Marketing in three years. A specialist degree in Marketing will provide you with skills that marketing professionals require to manage and market products and services effectively, and meet customer needs, within a globalised and competitive business landscape. The programme is structured to enable students to develop a range of theoretical and practical marketing skills, including; market research, product and service development, (international) marketing strategy, e-marketing, branding, relationship management and promotion. Such knowledge and skills are required to be effective within a professional context. As you are aware, effective marketing is essential to every successful organisation. Our specialist degree trains you to become a professional who can confidently lead and develop innovative marketing campaigns within a globalised business environment.

Programme Content

The course is designed to expand knowledge in three pivotal areas of marketing: the behaviour of consumers, marketing research and the management of brands.

In Year 1; you will study Marketing Theory and Practice, Market Intelligence, Personal and Professional Development and the Financial Aspects of Business.

In Year 2 you will focus on Brand Management, Consumer Behaviour, Marketing Research and Entrepreneurship and Small Business Marketing.

In Year 3 you will study three compulsory modules in Marketing Strategy and Planning, E-Marketing and Social Media and International Marketing designed to advance your skills and knowledge to propel your career. You will also be able to choose one option from a wider list of specialist marketing modules including: Direct and Customer Relationship Marketing, Creative Advertising and Promotion and Services Marketing Management.

Please refer to our Academic Calendar for further information: http://www.mdx.ac.ae/life-at-university/academic-calendar

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

Year 1
- Personal and Professional Development (30 Credits) - Compulsory
  
  The primary aim of this module is to enable students to develop themselves personally and professionally as marketers. The module involves learning how to learn, identifying the student s own personal brand, engaging in career development activities, understanding the world of marketing and the activities of marketers, developing career aspirations and plans, and initiating actions aimed at achieving desired career goals. Students are introduced to a number of broad career options in marketing both employment and self-employment , and to relevant knowledgeable skills e.g. self marketing and personal branding that help them prepare for an intended marketing career.
- 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.
- Marketing Intelligence (30 Credits) - Compulsory
  
  This module introduces students to three main languages of marketing words, numbers and images . Students will analyse these types of information with the aim of interpreting and creating marketing messages. The module will also provide students with grounding in several knowledgeable skills.
- Financial Aspects 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 and outcomes 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 microeconomic and macroeconomic principles that inform business thought and practice.
Year 2
- Entrepreneurship and Small Business Marketing (30 Credits) - Compulsory
  
  This module is designed to foster entrepreneurial talent and encourage and develop entrepreneurial /small business management skills. Highlighting the diversity of entrepreneurship in today s dynamic commercial and social environments it challenges students to think entrepreneurially. It also aims to make them aware of opportunities in the market place and generate a can do mentality - to empower students and convince them they can shape their own destinies.
- Marketing Research (30 Credits) - Compulsory
  
  This module aims to familiarise students with the importance of marketing research to business and the marketing research process. Students will learn how to conduct a marketing research project, including establishing an appropriate research design, creating research instruments, gathering and analysing data using both qualitative and quantitative methods, and using the findings to improve marketing decision-making.
- Consumer Behaviour (30 Credits) - Compulsory
  
  The aim of this module is to enable students to learn factors that influence consumer behaviour how we buy, what we buy, why we buy. Relevant theories of consumer behaviour will be explored and critiqued in order to explain these behaviours.
- Brand Management (30 Credits) - Compulsory
  
  The aim of this module is to develop a student s understanding of branding, brand management and brand communications. In particular, the module will focus on developing strategies to create and sustain successful brands and on developing efficient brand communication strategies.
Year 3
- International Marketing (30 Credits) - Compulsory
  
  This module puts marketing into the global context and shows the importance of international marketing in the era of globalisation. The module assists students to gain sound knowledge of international marketing and provides them with a thorough understanding of the nature of the international market place. Students will develop international marketing decision-making skills and know-how that will assist them in pursuing a career in international marketing or business.
- Marketing Strategy and Planning (30 Credits) - Compulsory
  
  This module aims at giving students a sound understanding of the ideas and models that are at the basis of strategic marketing and planning. The understanding is reinforced and applied in workshops and by analysing case studies, then by tackling a real life extensive project.
- E-Marketing and Social Media (30 Credits) - Compulsory
  
  The module explains the concepts and tools required to build and maintain an effective E-marketing and Social Media Strategy. The module will discuss E-Marketing and Social media from a strategic perspective as well as focus on specific technologies and tactics.
- Services Marketing Management (30 Credits) - Optional
  
  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.
- Direct and Customer Relationship Marketing (30 Credits) - Optional
  
  This module aims to present a view of the importance to firms of profitably managing customer relationships in order to succeed in a competitive environment. In particular, the module will focus on the development and implementation of relationship marketing strategies that enhance organisational profitability and success.
- Creative Advertising and Promotion (30 Credits) - Optional
  
  This module aims to develop the students knowledge of the theory and practice of advertising and promotion. Students learn how to use both broad communication theory and specific promotion-related theory to inform and develop advertising and promotion programmes. They learn how these promotional activities fit within and contribute to overall marketing strategies and objectives while learning to develop, implement and evaluate advertising and promotion campaigns.

Teaching

Taught sessions are held at our Dubai Knowledge Village 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.

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:

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

Future Careers and Employability

Our BA Honours Marketing degree prepares you for a wide range of marketing careers or for further study at postgraduate level. A marketing degree opens up a range of career opportunities in all aspects of marketing including; marketing research, product development, brand management, integrated marketing communications and retailing.

Profiles

What our students say:

Ugne Mikucionyte
BA Marketing graduate

Ugne Mikucionyte

"After three years at Middlesex, I am confident in saying that this is the most amazing degree to study, anywhere in the world! The content of the course is brilliant, from Principles of Marketing to Public Relations and International Marketing. The course flows seamlessly and you learn more and more with each year that passed."

"I've always had high ambitions, but my experiences at Middlesex have raised my ambitions further. My final year at Middlesex really helped me to understand what career path I'd like to follow. I plan to go into PR or creative advertising in an international capacity. Middlesex teaches you not only theory, but the practical elements too and I know I'll be able to apply these in my career."

Nils Wurl
BA Marketing student

"Middlesex University offered me the right course in the right location. Having talked to the Programme Leader at an Open Day, I was convinced that Middlesex was the right choice for me."

"The best thing about the course is the lecturing staff. They are not only teaching us the relevant theory but also they relate the subject content to real life projects and scenarios. It is my hope that the knowledge and experiences I've gained will help me in my goal of finding employment in the marketing sector. I'm really enjoying my time at Middlesex and I've already recommended it to friends in Germany who are looking at studying a Masters."

Inayat Patel
BA Marketing student

Inayat Patel

"The BA Marketing course appealed to me because of the variety of topics, modules and assessment methods offered which really help identify the strengths of an individual. The course's links with industry organisations such as the Chartered Institute of Marketing gave the course great credibility."

"I've really enjoyed the course's attempt to simulate real life scenarios within the classroom. Also, because tutors come from academic and industrial backgrounds, it allows them to offer balanced opinions whilst I'm trying to establish my career path. Since joining Middlesex, I now have the confidence to say that I would like to potentially continue my studies into postgraduate and aim for employment in a senior marketing position within highly established, marketing-orientated, companies such as Audi, Coca-Cola and Apple."

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BA Honours Marketing

Introduction to the Programme

Why Study BA Honours Marketing?

Programme Content

Year 1

Personal and Professional Development (30 Credits) - Compulsory

Marketing Theory and Practice (30 Credits) - Compulsory

Marketing Intelligence (30 Credits) - Compulsory

Financial Aspects of Business (30 Credits) - Compulsory

Year 2

Entrepreneurship and Small Business Marketing (30 Credits) - Compulsory

Marketing Research (30 Credits) - Compulsory

Consumer Behaviour (30 Credits) - Compulsory

Brand Management (30 Credits) - Compulsory

Year 3

International Marketing (30 Credits) - Compulsory

Marketing Strategy and Planning (30 Credits) - Compulsory

E-Marketing and Social Media (30 Credits) - Compulsory

Services Marketing Management (30 Credits) - Optional

Direct and Customer Relationship Marketing (30 Credits) - Optional

Creative Advertising and Promotion (30 Credits) - Optional