Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Postgraduate Guide 2018 / 2019

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Middlesex University Dubai

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Postgraduate Study Who We Are Global Impact Life in Dubai Your Professional Future Ahead Industry Links Professional Recognition Research Our Programmes Business Science and Technology Law and Politics Media Health and Education How to Apply Financing your Degree Tuition Fees English Language Student Visa Where to Live Experience Middlesex Dubai Directions to Dubai Campus 04 06 08 10 12 14 16 18 20 22 70 98 132 138 152 154 155 156 158 160 162 164 Contents 3 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Contents

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

The learning environment at Middlesex University Dubai connects students directly to the real world. Our specialist postgraduate courses provide extensive subject knowledge combined with professional skills to ensure you have the competitive edge to be successful in the global job market. Our programmes are taught by industry professionals and academic experts with international profiles who will provide the support to enable you to become a specialist in your chosen field. @ Middlesex University Dubai Postgraduate Study 5 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Postgraduate Study

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Studying with Middlesex University Dubai enables you to study towards a quality UK Degree in one of the most dynamic and rapidly growing cities in the world. Located in Dubai Knowledge Park, the University lies in the centre of the emirate’s purpose built educational district – a unique development designed to support the UAE’s ambition to create and nurture a knowledge based economy in the 21st century. Dubai Knowledge Park is home to a number of other international universities and educational centres and is well connected by a strong road infrastructure and public transport links, with Dubai Internet City (DIC) Metro Station and Dubai Tram both in walking distance.

More than 100 different nationalities are studying on Campus today. Who We Are 7 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Who We Are

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Global Impact We are a global university committed to meeting the needs and ambitions of a culturally and internationally diverse range of students by providing challenging programmes underpinned by innovative research, scholarships and professional practice. Our academic credentials are outstanding and our faculty and staff are dedicated to preparing our students to be professional, skilled individuals fitted for the modern world.

We partnership with top corporate organisations and institutions from around the world, who – like us, believe in excellence, innovation and ambition.

Reputation and Impact Middlesex University Dubai is licensed by the Dubai Government’s Knowledge and Human Development Authority (KHDA). Furthermore, the University Quality Assurance International Board at KHDA reviews all programmes on offer in Dubai to ensure that the quality of programmes taught here are equivalent to those at our home campus in London. Middlesex University is reviewed by the UK’s Quality Assurance Agency (QAA) as part of its mandate to ensure higher education providers in the UK maintain academic standards and quality. The Dubai campus is an integral part of this review process.

High Quality UK Education The academic programmes at Middlesex University Dubai have the exact same validation and monitoring system as those offered in London, with the same examinations taken simultaneously in both cities. Our students have the opportunity to study towards a top quality UK degree while studying in the heart of one of the most exciting, vibrant and rapidly developing cities in the world. Across Middlesex University, programmes are taught to more than 40,000 students worldwide. Global Impact 9 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Global Impact

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

A vibrant and modern city, Dubai’s culturally inclusive society is recognised around the world for both the opportunity and safety it provides, with Middlesex University Dubai being a true representation of this.

The strive for excellence and adventure is echoed across Dubai life, and as a result many residents and businesses enjoy prosperous lives in the emirate. What really sets Dubai apart from other cities is its ability to attract the world’s top companies, providing plenty of opportunities for career progression, company start up and development.

Life in Dubai 11 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Life in Dubai

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

At Middlesex University Dubai, we go beyond academic excellence to provide you with the skills and knowledge to make you successful in the real world. From professional placements and personalised employability support to international job vacancies and entrepreneurial ventures, we have the expertise and facilities to help you transform your ambitions into a lifelong career. Through our impressive network of relationships with large corporate organisations, there are so many opportunities available to you, enabling you to boost your career prospects even further.

Centre of Innovation and Excellence The Centre of Innovation and Excellence links industry and academia to advance education, research, corporate training and outreach in key areas. This is an essential part of the University’s drive to take innovation and research to the next level. It provides a unified platform where university education in various domains can be exchanged between the academic and corporate world. The centre deals with specialised discipline areas which are mentored by faculty from several departments along with industry experts. Institute for Entrepreneurship and Business Excellence The Institute for Entrepreneurship and Business Excellence (IEBE) is where new ventures take flight.

With entrepreneurial knowledge, practical education, passionate high-impact learning, research and experience, we help students and business partners to develop their ideas into new businesses. We accelerate innovation and create networking opportunities by acting as the link between inventor and information. Powered by experienced staff, the Institute is positioned to make vital impact with its combined knowledge and business network through:
Education & Mentorship (idea development, best practice sharing and guidance).
Industry Consultancy for Business Excellence (consulting and research services).
Interaction & Networking with Business Partners (best practice sharing and establishing of partnerships e.g.

with investors and venture capitalists). Your Professional Future Ahead Middlesex University Dubai provides the skills, training and employer contacts to make 100% of our graduates employable.

13 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Your Professional Future Ahead

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

We have extensive connections with local and international organisations, allowing our students to gain insights from, engage in field-trips and site visits at and undertake internships and full-time placements with leading organisations in a range of industries and sectors, including:
Adidas Group
Al Tayer Group
Bloomberg ME
Canon Middle East
Clyde & Co
DAMAC Hotels & Resorts
Deloitte & Touche (ME)
Dubai Airports
Emirates Airlines
Ernest & Young
FEDEX
Grant Thornton
Gucci Middle East & India
Mastercard UAE
Virgin Megastore Middle East
Visa International
UN DP and more...

Industry Links 15 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Industry Links

Postgraduate Guide 2018 / 2019 - Middlesex University Dubai

Many of our courses and programmes are accredited or recognised by leading professional bodies internationally. This means that our graduates may also be able to gain exemptions from examinations or specific units of certain professional qualifications. Professional accreditation or recognition is a ‘formal endorsement’ of our academic quality and the employability focus of our courses, adding real value to our graduates’ careers. Studying an accredited or professionally recognised course will demonstrate to prospective employers that you have studied a contemporary, industry-relevant curriculum that can be applied in the workplace.

A sample of the professional accreditation and recognition of some of our courses are as follows:
Association of Chartered Certified Accounting (ACCA)
Institute of Chartered Accountants in England and Wales (ICAEW)
Chartered Institute of Management Accountants (CIMA)
Bar Standards Board
Solicitors Regulation Authority
Chartered Management Institute (CMI)
Chartered Institute of Marketing (CIM)
Chartered Institute of Personnel and Development (CIPD) Professional Recognition 17 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Professional Recognition

Middlesex University Dubai has developed a strong research culture and many of our academic faculty have been recognised internationally as leaders in their field appointments to editorial boards, executive boards of international organisations, invitations to give keynote talks and recognition through prestigious research awards.

Our faculty regularly publish in leading journals, engage in applied projects and collaborations with industry, and share their research internationally at leading conferences.

The Middlesex University Dubai Research Committee is responsible for the development and support of both faculty and student research initiatives. From our Weekly Research Seminar series which started in 2008, the committee also publishes a bi-annual newsletter titled ‘Research Matters’, sharing all of the faculty and student research achievements. Our faculty regularly chair and organise major national and international conferences at our campus during the year. Recent conferences this past year have included the Travel and Tourism Research Association Asia Pacific Conference, the 5th National Conference of Applied Psychological Research in the Middle East and the EU and UAE Conference on the Rule of Law and Arbitration.

Additionally, Middlesex University Dubai is host to our own prestigious International Conference on Emerging Research Paradigms in Business and Social Sciences, which attracts researchers from all around the world. The fourth conference was hosted in January 2018.

A key focus of research at Middlesex University Dubai is ensuring that students are exposed to and able to engage in cutting edge research throughout their studies. Students benefit from faculty that utilise their own research, industry experience and case studies to support their in class lectures and seminars. Students also benefit from opportunities to attend and engage at high profile research conferences, events and panels organised at the University. Research Student Research Student research is one of the foundations of the University and we are immensely proud of our student’s research accomplishments.

The Student Research Sub-Committee (SRC) was established with the goal of encouraging, supporting and promoting student research. The SRC works to develop a strong, positive research culture within the student body. Many of our students have excelled at research including winning numerous national and international research awards, co-authoring academic journal articles and presenting at academic conferences. The research experience at postgraduate level also helps prepare students for even further academic study, as well as building analytical and communication skills.

19 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Research

Our Programmes Business MA People Management and Development (Accredited by CIPD) MSc Corporate and Marketing Communications MSc Digital Marketing MSc Banking and Finance MSc International Tourism Management MA International Business Management MSc Strategic Marketing | NEW | MSc Investment Management | NEW | MSc International Hospitality and Events Management | NEW | MBA (Please see MBA brochure) Science and Technology MSc Engineering Management MSc Project Management MSc Network Management & Cloud Computing MSc Robotics | NEW | MSc Business Information Systems Management (BISM) | NEW | MSc Applied Psychology Law MA Global Governance and Sustainable Development LLM International Business Law LLM International Law LLM Law | NEW | LLM Employment Law | NEW | MA International Relations Media MSc Media Management Health and Education MA Education Leadership Management Teaching and Learning Coaching and Mentoring MA Higher Education | NEW | Postgraduate Certificate in Higher Education (PGCHE) 24 30 36 42 46 50 54 60 66 72 76 80 86 90 94 100 106 110 114 120 126 134 140 144 150 21 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Our Programmes

MA People Management and Development (Accredited by CIPD) MSc Corporate and Marketing Communications MSc Digital Marketing MSc Banking and Finance MSc International Tourism Management MA International Business Management MSc Strategic Marketing | NEW | MSc Investment Management | NEW | MSc International Hospitality and Events Management | NEW | 24 30 36 42 46 50 54 60 66 Business mdx.ac.ae/courses/school-of-business 23 www.mdx.ac.ae Postgraduate Guide 2018 Middlesex University Dubai Business

Introduction to the Programme The MA People Management and Development degree is taught within Middlesex University’s Business School.

Focusing on areas such as strategy, people resourcing, reward management, employment relations and leadership, this MA is designed to develop recent graduates and those in the early stages of their career who want delve deeper into the field and enhance career progression. Not only does the course address highly relevant topics of people management and development but it is also grounded in the professional standards of the Chartered Institute for Personnel and Development (CIPD), ensuring you meet internationally recognised HR benchmarks. Core to the course is the development of capabilities in utilising people related data, metrics, and analytics for insight-driven and informed practice to further the priorities of the organisation.

The course also has a number of activities such as case studies, student-led appraisals and residential which all embed an understanding of the application of theory in practice. In an ever-changing business environment, organisations are looking to HR professionals to respond to and shape future performance and success, facilitate management and development within a global context, and embrace innovative approaches that will meet the demands placed on modern organisations.

The core modules of the course provide a platform for students to develop the knowledge, critical thinking and ability to applying theory to practice. This part of the course will enable the acquisition of threshold concepts and models, develop people management and development skills, enhance students’ understanding of the principles of professional and ethical practice, and allow them to explore tools and techniques for influencing others. Why Study MA People Management and Development? The MA People Management and Development programme aims to provide students with a sound platform for those seeking to pursue, or further develop a career in a people management and development role.

This will be achieved by developing students’ professional practice skill set which is pivotal to successful people management and development practice and to effective leadership. Developing the knowledge to enable students to design, deliver and evidence people management and development activities that strengthen business performance. Students will be required to challenge traditional views of the role and purpose of human resource management and development practitioners and consider how the changing employment landscape is influencing the focus and the desired impact that people management and development activities have on a business.

The programme will enable students to critically analyse the concept of insight driven people management and development and its connection to the meaningful analysis of organisational data. It will provide them with a critical view of contemporary theory and practice in their chosen areas and develop their abilities to apply this knowledge to their own practice in a current or future role. Programme Content The MA People Management and Development programme will be offered in part-time (2 years) study mode. Yearlong modules will provide students with more time to assimilate the subject matter in each module.

A range of 15 credit modules will be available as optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual applied dissertation module that will result in the submission a research report on an approved topic. A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met. Class Timings and Attendance The MA People Management and Development is a part-time programme scheduled over a period of two years.

The University Academic Calendar consists of two (2) terms per academic year. New students are admitted to the academic year starting in Autumn (September) or in Winter (January) of each year.

Classes are held at our Dubai Knowledge Park campus during the week (Sunday to Thursday) between 6:30pm to 9:30pm. You will be expected to attend one session per week per module. In addition to the classes, you will have a dedicated supervisor to assist you with your action research project and the writing of your Dissertation. Attending scheduled weekly classes is an important requirement for completion of this programme. MA People Management and Development (Accredited by CIPD) Intake: September / January This programme is specifically designed to (1) allow the graduating student to begin a career in the field of human resource management or (2) for a student already in an early stage career position in human resource management to develop their knowledge to progress their career further or (3) for the more experienced HR practitioner to further advance their career and enable them to apply to the CIPD for Chartered Member status.

Careers and Employability 24 25 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

Module Breakdown Principles of People Management and Development (0 Credits) - Compulsory The module aims to encourage students to develop a strong sense of self-awareness and of their strengths and weaknesses as managers and colleagues. It seeks to develop students’ professional practice and its application in ways which ensure successful people management, development practice and effective leadership. Metrics, Analytics and Data (30 Credits) - Compulsory The module explores the role of HR analytics in providing an organisation with insights for effectively managing and leading employees, so that business goals can be reached quickly and efficiently.

Students will critically evaluate the measurement, collection, analysis and reporting of data relating to people management and development. They will explore how metric and analytics are used to maximise return on the skills and abilities of employees. People Management and Development in Business (30 Credits) - Compulsory The module will enable students to promote and deliver people management and development activities to strengthen business performance. Students will develop the confidence to build leadership and management skills, create a good place to work, encourage collaboration and promote organisational authenticity.

The module will consider how the changing employment landscape is influencing the impact which people management and development activities have on a business. Applied Dissertation (60 Credits) - Compulsory The module will enable students to demonstrate a critical awareness of people management and development strategies. They will understand how research can add value to business, by critically reviewing current people management and development practice. Students will identify and undertake empirical research into complex business issue from a people management and development perspective.

Students will provide a 15,000 word report.

Reward Management (15 Credits) - Optional The module provides students with knowledge and critical understanding of reward management. Students will critically evaluate current reward theories and practices. It will develop the skills required to research and analyse reward within an organisational context, and to present findings and recommendations to senior management. It aims to give students credibility in the subject of reward, so that they can join, or progress further, in the HR profession. Performance Management (15 Credits) – Optional The module will develop students’ ability to analyse an organisation’s objectives and its human resources to determine what performance management (PM) strategy would be appropriate and what processes would best suit the environment in which they operate.

Students will be able to explain and evaluate the different techniques used in PM and their connection to learning and development and performance related pay. They will be able to conduct a successful performance interview both from a manager and employee point of view.

Employee Engagement in Practice (15 Credits) - Optional The module will develop students’ ability to critically analyse the concept of employee engagement and its relationship to organisational effectiveness. Students will review what engagement means to organisations and evaluate a range of definitions and tools used to measure and enhance engagement and organisational performance. Students will be able to create plans to improve performance that are intended to fit the organisation and be sustainable.

Employment Law (15 Credits) – Optional The module aims to provide students with a critical knowledge of employment law, an understanding of its development and how it applies in the workplace.

It will focus on UK and EU employment law. Students will understand how organisations must comply with employment law, anticipate legal problems associated with proposed employmentrelated decisions or plans and defend their organisation against legal actions brought against them by employees. Employment Relations (15 Credits) - Optional The module aims to consider the motives, cases and underlying dynamics of contemporary employment relations. It considers the processes and outcomes of the interactions between the main actors within the employment relationship, with a particular focus on the institutions that govern employment relations in the UK.

Resourcing and Talent Management Practice (15 Credits) - Optional The module aims to explore the practical and aspects of recruitment, selection, employee retention and dismissal, and equip students with the knowledge and skills required for resourcing and talent management within a global context. It will also discuss diversity management, employer branding, work–life balance initiatives and innovative approaches to job design, in the context of resourcing and talent management. Students will reflect critically on theory and practice from an ethical and professional standpoint.

Organisation Development (15 Credits) - Optional The module aims to enable students to develop a critical understanding of the theories and historical development of the practice of organisation development.

Students will identify organisational and individual capability
Principles of People Management and Development (0 Credits) - Compulsory
Metrics, Analytics and Data (30 Credits) - Compulsory
People Management and Development in Business (30 Credits) - Compulsory
Applied Dissertation (60 Credits) - Compulsory
Reward Management (15 Credits) - Optional
Performance Management (15 Credits) – Optional
Employee Engagement in Practice (15 Credits) - Optional
Employment Law (15 Credits) – Optional
Employment Relations (15 Credits) - Optional
Resourcing and Talent Management Practice (15 Credits) - Optional
Organisation Development (15 Credits)- Optional
Effective Coaching and Mentoring (15 Credits) - Optional
Leadership and Management Development (15 Credits) - Optional
Effective Individual Learning and Development (15 Credits) - Optional Note: Modules both core and optional, 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.

Modules 26 27 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

requirements and align strategy, people and processes to optimise effectiveness and achieve organisation goals. They will also design interventions that drive the appropriate culture, behaviours, skills, and performance and provide insight and leadership on change management strategy, planning and implementation. Leadership and Management Development (15 Credits) - Optional The module aims to develop a critical understanding of the complexities and contested nature of leadership and management, as well as opportunities for development.

It seeks to develop leadership and management in facilitating organisational, team and individual change and growth. Students will draw on knowledge and theory in leadership and management and learning and development. Effective Coaching and Mentoring (15 Credits) - Optional The module aims to develop knowledge necessary to design, deliver and evaluate coaching and mentoring programmes and services in organisations and their application in supporting personal and performance development through an evidence-based approach.

Effective Individual Learning and Development (15 Credits) - Optional The module aims to develop the skills necessary to design and implement effective and fit for purpose learning and development interventions to support personal and performance development of individuals in organisations. It will provide students with strategies and tools required to assess the impact of learning and development. Programme Coordinator Dr. (Ms) Lien Els e. l.els@mdx.ac.ae t. +971 (0)4 369 3963 28 29 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

Introduction to the Programme The MSc Corporate and Marketing Communications degree is taught within Middlesex University’s Marketing, Branding and Tourism Department in the Business School.

This is an exciting programme that will give the opportunity to explore contemporary themes in the theory and practice of corporate marketing communication, within an established and intellectually rigorous context and framework. Research continues to show that organisations are looking for marketing communication professionals who have not only theoretical understanding but also the skills and competences to apply this knowledge in real life. In response to this need, the MSc programme combines conceptual and theoretical thinking with the opportunity to develop practical insight and application.

The course allows students to choose from a range of optional modules which build upon the content of the core modules and explore more specialised and niche aspects of communications. Students will have options to choose from different aspects of communication, for instance, (a) focus on marketing communications; (b) consumers and stakeholders; (c) strategic communications approach. The course features a number of different modes of learning that range from traditional lectures and seminar sessions where students will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity.

Why Study MSc Corporate and Marketing Communications? Across multiple sectors the utilisation of multichannel communication strategies is growing and with this so is demand for professionals with expertise in this exciting field. Reflecting this need for a more corporate perspective and strategic approach to communications this course, developed with industry experts, is designed for practitioners seeking career development, and recent graduates with a background in marketing, media, management or social sciences. The course also has a strong emphasis on the application of theory to practice, and employs a range of interactive and problem based learning approaches including real-life case studies, problemsolving exercises and a residential with industry professionals.

The course focuses on three strands key to the field; ‘Strategic Analysis and Thinking’ MSc Corporate and Marketing Communications Intake: September / January enhances understanding of markets, and the application of critical and analytic methods in solving communications problems; ‘Execution’ develops practical skills around writing and presenting communications plans and advertising briefs; and ‘Tools, Media and Settings’ contextualizes the use of both traditional and innovative modes of communication in different settings, whether social, national or global.

Class Timings and Attendance Classes are held at our Dubai Knowledge Park campus during the working week in the evenings between 6:30pm and 9:30pm.

This programme offers students the flexibility to complete their studies over two years of part-time study which is suitable for executives and working professionals. Full-time students normally attend five (5) evenings per week and part-time students two (2) evenings per week for the first year and three (3) evenings per week for the second year. The programme is divided into study units called modules. Parttime students complete 60 modules credits per year in the Autumn and Winter terms, plus completing a dissertation in the Spring term of the second year. Full-time students complete all 180 modules credits in one academic year.

Attending scheduled weekly classes is an important requirement for completion of this programme.

Programme Content The MSc Corporate and Marketing Communications programme will be offered in full-time (lasting 1 year) and part-time (2 years) study modes. The programme will consist of two compulsory modules that students will complete over an academic year, each worth 30 credits. Year long modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as Optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission a research report on an approved topic.

A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met.

The MSc Corporate and Marketing Communications is designed to equip students with the skills and knowledge to pursue successful careers in marketing communication roles across a wide range of different industry sectors and types of organisation. This MSc is for those who wish to develop their skills and acquire knowledge to build or further their career in private, public or charitable organisations. Graduates will be equipped to pursue a career in a range of marketing communication positions such as that of Marketing Consultant, Brand Executive and Advertising Executive. For those students intending to further their education, the MSc Corporate and Marketing Communications will equip them with a range of skills required for doctoral level study.

The University Careers and Employability Service offers postgraduate students support in planning their career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of Practitioners in Advertising and many other professional bodies offer career support to members and highlight job opportunities for all graduates. Careers and Employability 30 31 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

Module Breakdown Communication, Persuasion and Media Strategy (30 Credits) - Compulsory This module is designed provide a theoretical and practical understanding of persuasion theory and its broad application in the context of integrated marketing communications in both commercial and social marketing domains.

Students will examine a range of models used in persuasion in traditional media as well as the challenges and opportunities presented with the growth of new media channels. As a core module on the programme, there will be clear links to other modules of study, allowing students to develop a deeper appreciation of the importance of brand message structure and content as it reaches diverse audiences.

Given the competitive nature of the marketplace, it is incumbent on marketers to design message strategies that can be heard above the ‘noise’ of competing organisations and brands. To that end, students will develop strategies for the creative use of media channels to devise persuasive message campaigns and thereby gain relevant employment skills for a range of industry sectors. Strategic Brand Management (30 Credits) - Compulsory Brands play a key role in the creation of value for businesses of all kinds. The techniques of brand management can be applied to products, services, companies, not-for-profit organisations, places, and people.

Strategic brand management enables brands to connect with consumers and other stakeholder audiences on both emotional and functional levels. Managing brands strategically involves developing a clear and compelling positioning for the brand and then implementing persuasive brand-building campaigns to enhance brand value both for the brand owner and for the brand audience.

The aim of the module is to equip students with the key skills required for the strategic management of brands. Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands. Consumer Psychology (15 Credits) - Optional Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets.

The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. Students will be equipped with advanced knowledge of consumer psychology and learn how to influence consumer behaviour in order to market products successfully.

Creative Strategy in Advertising (15 Credits) – Optional Given the very dynamic nature of the advertising and communications industry, the module will closely mirror innovations and approaches used in practice. The experiential focus of the module will adopt a ‘hands on’ approach to advertising, where students will be required to engage in the process of analysing, critiquing as well as creating advertising communication across a range of traditional and digital media channels. The module content will give students both a theoretical and practical exposure to creative strategies in advertising, allowing the development of skills relevant to current and future employment opportunities in the creative industry sector.

Brand Analytics: Methods and Strategies (15 Credits) - Optional The aim of this module is to develop students’ ability to measure, predict, and critically evaluate key performance indicators of brands. Students will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development. Cross-Cultural Communication for Global Brands (15 Credits) – Optional The ability to communicate in culturally diverse settings has become a key prerequisite of successful global brands. Although there is a worldwide convergence of technology, media and financial systems, globalisation has not consistently produced globally uniform consumers; global brands often encounter unfamiliar challenges in specific regions or parts of the world.

This module examines the discipline of cross-cultural communications in relation to global marketing. It is concerned with the development, implementation and evaluation of marketing communication activities across a diverse range of cultural settings. Students in this module will consider how cultural values influence, and can be reflected in, global communication programs. Message creation, execution and the available vehicles of message distribution will be evaluated across different cultural contexts. Through exposure to a wide range of real-life examples, students will be able to design comprehensive communication solutions to boost brand shares globally.

Communication for Social Change (15 Credits) - Optional Never before have social issues been more at the forefront of public and private discourse than at present. This module examines the application of marketing communication principles, frameworks and techniques to the solution of social problems. It is oriented towards changing the world to a ‘better place’ rather than improving a brand’s positioning and enhancing market shares. From efforts to fight childhood obesity to programmes designed to prevent the spread of infectious diseases and eradicate poverty, students will delve into both the theoretical context and
Communication, Persuasion and Media Strategy (30 Credits) - Compulsory
Strategic Brand Management (30 Credits) - Compulsory
Consumer Psychology (15 Credits) - Optional
Creative Strategy in Advertising (15 Credits) – Optional
Brand Analytics: Methods and Strategies (15 Credits) - Optional
Cross-Cultural Communication for Global Brands (15 Credits) – Optional
Communication for Social Change (15 Credits) - Optional
Public Relations and Crisis Communication (15 Credits) - Optional
Experiential Marketing and Events (15 Credits) - Optional
Guerrilla Marketing, Celebrity Endorsement and Promotion (15 Credits) - Optional
Research Methods and Dissertation (60 Credits) - Compulsory Note: Modules both core and optional, 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.

Modules 32 33 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

practical applications related to the use of communications in effecting social change. Fundamental to the module’s approach is an understanding that successful social change programmes require communication interventions at multiple levels. With this in mind, students will learn to design comprehensive communication solutions to influence downstream, upstream and midstream target audiences. They will further produce communication material such as news releases, tweets and/or videos to support their campaign strategy.

Public Relations and Crisis Communication (15 Credits) - Optional Students will gain a solid grounding in the theory and practice of Public Relations and develop intellectual abilities, skills and knowledge needed to strategically manage the reputation of brands and organisations, add value to their commercial success and support their goals. Students will explore the most effective use of PR tools such as media relations when looking at managing public perceptions during moments of organisational or individual crisis; as well as develop specific skills of storytelling and writing for media across traditional and digital media channels.

The module will explore the wider cultural and societal landscape in which PR operates, touching on areas such as celebrity, power and the impact of globalisation. The content will build upon the knowledge and skills from core modules and will appeal to students seeking to explore opportunities of employment within PR and communications related organisations. Experiential Marketing and Events (15 Credits) - Optional The module presents a contemporary exploration of experiential and event marketing strategies and tactics. Whilst traditional advertising verbally and visually communicates the brand and product benefits, experiential marketing immerses consumers within the product by engaging as many other human senses as possible.

To that end students will develop insights into how experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands. Further, given the competitive nature of the marketplace there is increasing pressure for marketers to develop highly effective campaigns and techniques, consequently the module content will develop and enhance student knowledge and skills appropriate for the workplace and employer demands in a range of industries. Guerrilla Marketing, Celebrity Endorsement and Promotion (15 Credits) - Optional Modern technology has been significantly shaping the ways businesses do marketing, especially in terms of promotional activities.

The issues of increased promotional ‘clutter’ have affected consumer attention to advertising messages and in some cases negatively influenced attitudes towards brand messages. In such circumstances, traditional marketing finds itself ineffective and requires unconventional and more creative approaches to enable organisations to reach and influence target audiences.

This module will explore the theoretical and practical applications of guerrilla marketing and present them in conjunction with more conventional approaches to promotion that use celebrities as brand ambassadors and spokespersons to act as ‘lures’ for target audiences. Students will examine the process by which guerrilla marketing tactics use unconventional approaches, employing a combination of tools as an offensive strategy to reach target customers rather than reliance on large marketing budgets.

Further, students will develop understanding of different promotional approaches used within traditional media, as well as an appreciation of the challenges and opportunities presented with the growth of new media channels.

Research Methods and Dissertation (60 Credits) - Compulsory This module aims to assist students to develop an understanding of the research process and to conduct research leading to successful completion of their dissertation. It enables students to demonstrate proficiency in relation to scoping the issue(s)/problems, consideration of appropriate literature, collection and analysis of data, and developing specific recommendations or conclusions in relation to the research project.

Programme Coordinator Dr. (Mr) Vijay Pujari e. v.pujari@mdx.ac.ae t. +971 (0)4 369 3966 34 35 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

Introduction to the Programme The MSc Digital Marketing degree is taught within Middlesex University’s Marketing, Branding and Tourism Department in the Business School. This is an exciting programme that will give students the opportunity to explore Digital Marketing theory and tools within an established and intellectually rigorous context and framework. It will provide a diverse range of knowledge, competences and skills required to become Professional Digital Marketers.

In response to the need of Digital Marketing professionals in contemporary world, the MSc programme combines conceptual and theoretical thinking with the opportunity to develop practical insight and application.

This course offers a comprehensive take on digital marketing with a strong emphasis on the application of theory to practice, in subject areas such as e-marketing, social media, analytics, consumer psychology and digital advertising. It has been designed for graduates who have studies in fields such as marketing, media, management and social sciences, as well as professionals working in marketing across public, private and voluntary sectors seeking specialist knowledge and career development. Embedding an understanding of digital marketing strategies, dynamics and platforms, you will take the knowledge and skills developed on the course and apply them to a variety of practice based activities, including the use of real-life case studies, and a residential week with industry professionals.

There is also the opportunity to incorporate a 6 month industry placement into your learning, enhancing the opportunity to integrate theory and practice.

Why Study MSc Digital Marketing? The MSc Digital Marketing aims to prepare students for successful employment by encouraging the development of a range of skills that will enable them to work effectively, both collaboratively and individually. It is designed to develop students’ understanding of Digital Marketing and its integration into an organisation’s overall marketing strategy. The MSc Digital Marketing will help students with no or a limited knowledge of Digital Marketing to develop an advanced level of understanding and critical reflection of the key marketing and digital marketing theories, frameworks and tools across a diverse range of industry sectors.

Students will learn to apply this knowledge to complex strategic issues based on leading edge research and practice in the field.

On successful completion of this programme, graduates will be able to critically evaluate particular situations, to problem solve, to write clearly and analytically, to work together and independently and to communicate. They will be able to retrieve and synthesise information from a diverse range of sources to develop wellinformed and justified solutions to marketing and digital marketing challenges. The achievement of these aims will provide our MSc Digital Marketing graduates with the knowledge and skills required to build a career in Digital Marketing. Whether our graduates wish to work as Digital Marketing Managers or Digital Campaign Managers or Social Media Analysts or Digital Entrepreneurs, the programme will allow them to acquire both general and specialised knowledge required to start building their chosen careers.

The choice of dissertation will provide students with an opportunity to further develop specialist skills and knowledge in a field they are particularly interested in.

Class Timings and Attendance The University Academic Calendar consists of two (2) terms per academic year. New students are admitted to the academic year starting in Autumn (September) or in Winter (January) of each year. Classes are held at our Dubai Knowledge Park campus during the week (Sunday to Thursday) MSc Digital Marketing Intake: September The programme is designed to equip students with the skills and knowledge to pursue successful careers in digital marketing roles across a wide range of different industry sectors and types of organisation. This MSc is for those who wish to develop their skills and acquire knowledge to build or further their career in private, public or charitable organisations.

Graduates will be equipped with general and specialised knowledge to become Digital Entrepreneurs or pursue a career in a range of digital marketing positions such as that of Digital Marketing Consultant, Digital Campaign Manager and Social Media Analyst. For those students intending to further their education, the MSc in Digital Marketing will equip them with a range of skills required for Doctoral level study.

The University Careers and Employability Service offers postgraduate students support in planning their career. The Chartered Institute of Marketing, Institute of Direct Marketing, Institute of Practitioners in Advertising and many other professional bodies offer career support to members and highlight job opportunities for all graduates. Careers and Employability 36 37 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

between 6:30pm to 9:30pm. You will be expected to attend one session per week per module. In addition to the classes you will have a dedicated supervisor to assist you with your action research project and the writing of your Dissertation.

Attending scheduled weekly classes is an important requirement for completion of this programme. Programme Content The MSc Digital Marketing programme will be offered in full-time (lasting 1 year) and parttime (2 years) study modes. The programme will consist of four compulsory modules that students will complete over an academic year. Yearlong modules will provide students with more time to assimilate the subject matter in each module. A range of 15 credit modules will be available as Optional modules. These will typically last for one term. In addition to these modules, candidates will complete a 60 credit contextual research methods and dissertation module that will result in the submission a research report on an approved topic.

A variety of learning, teaching and assessment strategies are employed in order to enhance the student experience and ensure that as wide a range as possible of appropriate skills and learning outcomes are met.

Module Breakdown Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory Firms operate in an increasingly challenging business environment, with greater uncertainty, intense competition, more informed customers and rapidly changing market trends. In this environment, a well-planned marketing strategy can be a crucial determinant of success. The
Marketing Strategy, Leadership and Planning (30 Credits) - Compulsory
E-Marketing and Social Media Management (30 Credits) - Compulsory
Digital and Social Media Analytics (15 Credits) - Compulsory
Digital Advertising (15 Credits) - Compulsory
Consumer Psychology (15 Credits) - Optional
Entrepreneurship in the Digital sector (15 Credits) – Optional
Multichannel Marketing Management (15 Credits) - Optional
Innovation-Driven Marketing (15 Credits) – Optional
Internship in the Digital Sector (15 Credits) - Optional
Professional Practice (15 Credits) - Optional
Research Methods and Dissertation (60 Credits) - Compulsory Note: Modules both core and optional, 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.

Modules aim of this module is to provide a systematic process and an analytical tool-kit that can deliver this success to a range of industries and organisations. Students will learn how to minimise the uncertainties surrounding marketing decisions through an analysis of market trends, competitive intelligence and informed judgement. They will assess an organisation’s capability to design and deliver marketing strategies to meet expansion targets. They will develop and monitor strategies that can make a difference between high and low performance in the market, including competitive positioning, growth and digitally orientated strategies.

They will learn how to improve and maximise their leadership style to aid decision-thinking, inspire people and achieve business goals.

E-Marketing and Social Media Management (30 Credits) - Compulsory With the continuous growth of digital technologies, we are now living in a fastmoving digital age. This complex scenario leads marketers to face new challenges and opportunities. The aim of this module is to develop students’ knowledge and skills for deeply understanding the emerging digital landscape and developing the roadmap to successfully compete in it. The module provides a critical overview of digital theories, tools, technologies and digital platforms that can be adopted by organisations to improve their approach in reaching, acquiring and retaining customers.

Though this module, students will be able to understand the key aspects of digital, mobile and social media theories and frameworks to incorporate digital strategies, tactics and tools.

Digital and Social Media Analytics (15 Credits) - Compulsory Digital marketing and social media interaction generate a large volume of data (visits, shares, hits, likes, ratings, friend relationships, comments, posts, links, web log files etc.) that are increasingly important for all types of organisations. The analysis of such data provides insights that are useful in marketing, social analysis, outreach, product development, web site optimization, web design and ROI analysis. The module equips students with knowledge, tools and methods to maximize the business value of social media data.

It covers the process of identifying the right unstructured data, analysing it and acting on the gained knowledge. This module further provides students with the opportunity to become familiar with contemporary research techniques for data analytics such as web traffic analysis tools, social network analysis, social media harvesting and search engine optimisation.

Digital Advertising (15 Credits) - Compulsory Given that digital media is the fastest growing marketing channel, the aim of this module is to equip students with the skills and knowledge required for a potential career in digital advertising and related fields. The module will provide students with an understanding of the role of digital advertising in the marketing of products and services. Specifically, students will gain detailed knowledge on how to create successful digital advertising campaigns using a range of digital advertising tools and learn several metrics that are undertaken to evaluate the effectiveness of digital advertising.

Consumer Psychology (15 Credits) - Optional Consumer psychology is interested in understanding how and why individuals and groups engage in consumption activities. Understanding consumers is essential for business and marketing professionals. Identifying consumers’ personality attributes, motives and lifestyles, their attitudes and behaviours as well as other external influences like culture and reference groups, helps organisations to segment markets and create marketing strategies relevant to the needs of the target markets. The aim of the module is 38 39 www.mdx.ac.ae Middlesex University Dubai Postgraduate Guide 2018 Business

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