BA Honours Marketing

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.

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.

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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.

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
- Marketing Tools and Analysis (15 Credits) - Compulsory
  
  The aim of this module is to provide an interesting and enjoyable introduction to the use of computer software to collect, analyse and present business data within a marketing environment. The module encourages students with little mathematical background or a fear of mathematics to develop confidence and ability in quantitative skills for marketing areas, which can be built upon in further study. The module will help students to use statistical methods in order to solve decision making problems.
- Marketing Finance (15 Credits) - Compulsory
  
  The module aims to develop financial understanding and knowledge within a marketing context and to enable students to understand the financial implications and outcomes of marketing decisions. It aims to provide students with the tools they will need to justify marketing investment decisions.
- Creativity and Communication (30 Credits) - Compulsory
  
  This module is designed to provide students with an overview of the techniques and tools of marketing communications. Students will explore the various communication channels available, including advertising, Public Relations, sponsorship, relationship marketing and guerrilla communication strategies. The strengths and applications of each channel will be analysed and illustrated with case examples of best and failed practice. The module puts a particular emphasis on the contribution of creativity and the key techniques used to transform creative ideas into integrated communication campaigns.
- Consumer Behaviour (30 Credits) - Compulsory
  
  The aim of this module is to enable students to learn factors that influence buyer behaviour in different contexts, such as buying for self, gift buying, buying on the Internet, buyer behaviour in groups e.g. households or families and buying behaviour in organisations. Relevant theories of consumer and organisational behaviour will be explored and critiqued to gain insight into how and why buyers behave the way they often do. Students will be expected to learn elements of buyer behaviour, including product choice behaviour, habitual buyer behaviour, product retention, product disposal, and brand loyalty. Students will also be expected to relate theories of buyer behaviour to contemporary marketing.
- 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.
- Content Marketing and Media Editing (15 Credits) - Compulsory
  
  The module aims to provide students with an overview of content marketing and media editing from both a theoretical and practical perspective. The practice of content marketing in today's marketing landscape will be outlined in addition to how content marketing plays a vital role in customer attraction and retention. In preparation for internship and employment, students will be required to develop a portfolio containing elements of a content marketing plan for organisations and brands. With a focus on audio-visual and imagery content creation, students will be introduced to image and video editing software during lab sessions.
- Marketing Research and Insights (30 Credits) - Compulsory
  
  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.
- Brand Management (15 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.
- Advertising and Sales Promotion (15 Credits) - Optional
  
  This module aims to develop students' knowledge of the theory and practice of advertising and promotion. Students learn how to use both advertising theory and specific promotion-related theory to inform and develop advertising and promotion campaigns. 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
- Entrepreneurial Marketing (15 Credits) - Optional
  
  This module provides insights, strategies, and actions on how to apply entrepreneurial marketing concepts that can be used to find, evaluate, and exploit the right market opportunity. It then focuses on the various phases and steps of the entrepreneurial marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits. Entrepreneurial marketing focuses on the challenge of successfully developing customer demand for new market opportunities for all organisations and individuals, sustaining growth in today’s dynamic marketing environments.
- Customer Engagement Marketing (15 Credits) - Optional
  
  This module is concerned with developing effective customer relationship and customer engagement strategies in B2B and B2C contexts. Particularly, how companies can develop their customer engagement strategy that sets clear goals for the engagement process, the methods and techniques for achieving these goals, and – importantly – ways of evaluating the success of achieving these goals, identifying potential opportunities for improving engagement strategies
- New Product Development and Innovation (15 Credits) - Optional
  
  This module aims to develop students’ understanding of the key principles of product and service development and innovation management, and to enhance their ability to put into practice these concepts. The module provides students with a core understanding of how product and service development contributes to the success of a firm and enables students to evaluate what is required to develop and deliver successful marketing strategies for innovative new products and services in the era of engagement economy.
Year 3
- Services Marketing Management (15 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.
- 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.
- 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.
- 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.
- Digital Campaign Planning and Analytics (15 Credits) - Optional
  
  This module aims to provide students with an overview of digital campaign planning and analytics from a theoretical and practical perspective. Students will be exposed to the whole life cycle of a digital campaign that incorporates the development of a campaign idea, implementation frameworks and measurement strategies. The module will be supported by a range of analytical techniques and tools such as funnel analysis, Google Analytics and Tag Manager.
- 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.
- 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.
- 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.
- 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.

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 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.

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Course Detail

Introduction to the Programme

Why Study BA Honours Marketing?

Programme Content

Year 1

Marketing Tools and Analysis (15 Credits) - Compulsory

Marketing Finance (15 Credits) - Compulsory

Creativity and Communication (30 Credits) - Compulsory

Consumer Behaviour (30 Credits) - Compulsory

Marketing Theory and Practice (30 Credits) - Compulsory

Year 2

Digital Marketing Strategy (30 Credits) - Compulsory

Content Marketing and Media Editing (15 Credits) - Compulsory

Marketing Research and Insights (30 Credits) - Compulsory

Brand Management (15 Credits) - Compulsory

Advertising and Sales Promotion (15 Credits) - Optional

Entrepreneurial Marketing (15 Credits) - Optional

Customer Engagement Marketing (15 Credits) - Optional

New Product Development and Innovation (15 Credits) - Optional

Year 3

Services Marketing Management (15 Credits) - Compulsory

Global and Cross-cultural Marketing (15 Credits) - Compulsory

Marketing Strategy and Planning (30 Credits) - Compulsory

Marketing Consultancy Project (15 Credits) - Optional

Digital Campaign Planning and Analytics (15 Credits) - Optional

Fashion Marketing (15 Credits) - Optional

New Venture Creation (15 Credits) - Optional

Public Relations and Corporate Reputation (15 Credits) - Optional

Social Media and Viral Marketing (15 Credits) - Optional

Marketing Internship (30 Credits) - Optional

Teaching

Entry requirements

English Language Requirements (Undergraduate)

Future Careers and Employability

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