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Opleiding: Marketing Communications, MA

Learning purpose

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

 

Programme

Marketing communications is a creative and evolving field. This course covers the key subjects related to marketing communications as a strategic marketing tool, including an analysis of the core components of marketing communications, such as advertising, public relations and sales promotions. Both traditional and new media forms are examined and their effectiveness analysed in the context of durable products, fast-moving consumer goods, services and social marketing campaigns.

 

You will develop your knowledge, skills and capabilities to an advanced level in strategic management and decision-making. With a particular emphasis on strategic marketing, you will also develop the necessary knowledge and skills needed to participate in the formulation, implementation and evaluation of long-term, organisation-wide decisions related to business environment, competition, markets, products and users-consumers.

Full-time students normally attend two or three daysa week and part-time students one or two days.

Most modules are assessed by coursework and an examination. Case studies are used extensively.

 

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  Consumer Behaviour: Decision-Making Processes (30 Credits) - Compulsory

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

  Dissertation MM (60 Credits) - Compulsory

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

  Intergrated Brand Communications - Tools and Strategies (30 Credits) - Compulsory

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

  Marketing Research (30 Credits) - Compulsory

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

  Strategic Marketing Management (30 Credits) - Compulsory

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

 

 

Entry Requirements

Normally a second class honours degree or above in marketing, communications, or a business related field, or an overseas equivalent, or a professional qualification of an equivalent standard. You are welcome to apply if you do not have a formal qualification but have extensive marketing experience. You may be required to submit a GMAT score of 550 (or above) and/or come in for an interview. If your degree or qualification was not taught or examined in English, an IELTS score of 6.5 is required.

English language requirements

You must have competence in English language and we normally require Grade C GCSE or an equivalent qualification. The most common English Language requirements for international students are IELTS 6.5 or TOEFL (paper based) 575 or TOEFL (internet based) 90 with specified minimum scores for each component.

 

 

Professional perspective and employment market

Our MA Marketing Communications course prepares graduates for a wide range of marketing careers or for further study at postgraduate level. A marketing degree opens up a whole range of career opportunities, usually commanding good salaries.

 

Students who graduate from this specialism move into careers in product and service organisations, in public, private and not-for-profit sectors. Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing.

 

Where do our graduates go?
Based on data from the respondents of the 2007 Destination of Leavers in Higher Education survey, six months after graduating

• 92% of Middlesex Marketing graduates were in employment
• 8% were doing something else, such as travelling

 

 

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