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MA Marketing Communications

Programme Overview

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.

What is distinctive about the MA Marketing Communications?

  • Great combination of practice and theory – the course is delivered by professionals and full-time academics with industry experience
  • Includes weekend session within the UAE where students experience first-hand the decision-making process taken by marketing directors; all hotel costs are included in the fees
  • A regular programme of guest lectures by prominent speakers on key issues in business and marketing
  • Skills can be applied to a wide variety of topics including product/service marketing, public relations, political marketing, social and health promotions
  • Our multi-cultural student body, works in a range of industries, bringing unique business perspectives to the classroom
  • Students undertake a project-based dissertation module, where taught skills are applied to develop a marketing communications strategy or an entrepreneurial business plan for a real-life company
  • Based in Dubai, the world’s truly international and dynamic city. We are conveniently located in Knowledge Village next to the region’s media epicentre – the Dubai Media City

What can you do with the MA Marketing Communications degree?

Our MA Marketing Communications course prepares graduates for a wide range of marketing careers in product and service organisations, in public, private and not-for-profit sectors, usually commanding good salaries. Our graduates pursue careers in all aspects of marketing including marketing research, product development, brand management, integrated marketing communications and retailing.

Successful students have been able to enter into or alternatively seek advancement and promotion in different types of organisations including Advertising Agencies, Public Relations Companies, Market Research Companies, Retail Stores, Radio/TV Broadcasters, Consulting Organisations, Publishing Groups, Banks and Insurance Corporations, Film Companies, Magazines and Newspapers, and Educational Institutions.

How is the course delivered?

Duration and Attendance
Classes are held at our Dubai Knowledge Village campus (Block 16) 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 four (4) evenings per week and part-time students two (2) evenings per week.

The programme is divided into study units called modules. Part-time students complete two (2) modules per year in the Autumn and Winter terms. In the Spring term of the second year, students complete their project-based dissertation on an independent-study basis. Full-time students complete all 5 modules in one academic year.

Teaching and Learning

Taught modules are devised to ensure active learning both of the subject matter and of the skills essential to Masters level study. You undertake various forms of shorter exercises throughout the taught programme, for example, you may give an oral presentation, read and comment on an academic article or prepare detailed answers to questions set in advance. Case studies are used extensively. You will receive additional training in choosing a research topic, advanced research methods and academic writing before beginning work on your dissertation. Your knowledge and understanding is assessed through a combination of presentations and written coursework. The programme culminates in an individual project-based dissertation in which learning on the programme is applied to an appropriate topic of interest or specialisation, under the guidance of a supervisor.

Exemptions from Chartered Institute of Marketing

For many years the Post Graduate Marketing programmes at Middlesex University have been recognised by the Chartered Institute of Marketing (CIM). The CIM is not only the UK and Europe’s leading professional marketing organisation, but widely recognised and respected within the industry. Therefore, under such CIM qualification recognition scheme students who successfully complete a Middlesex University Post
Graduate Marketing degree with a pass grade or higher may enrol for the CIM Professional Diploma in Marketing (Level 6) without the normal requirement of obtaining the CIM Certificate in Marketing. In addition, if students enrol for the Diploma within two years of graduation, they will receive exemptions from two of the four modules. The modules that you will complete are (after exemptions):

  • Managing Marketing
  • Project Management in Marketing

Each of these modules may be completed by assignment.
[1] The scheme is open only to Middlesex University students registered on our recognised Marketing Masters Programmes. The scheme is not transferable.

Industry Partner – Fortune Promoseven-FP7

Fortune Promoseven Dubai one of the largest advertising agency in the region and has 17 offices across 15 countries in the MENA region. It is the largest regional advertising network by far and is affiliated with McCann Worldgroup. Promoseven agencies are experts in ‘Creating Demand’ by creating and developing, and then executing well strategized creative solutions that create impact on behalf of brands – Promoseven aims to deliver effective and exciting advertising communications solutions that put the brand and product top of mind. Promoseven’s teams of professionals consist of the best marketing and advertising talent from across the world. They work in interdependent teams consisting of Strategic Planning, Creative, Pre-Press and Production for Studio services.

Highlights of the Industry Partner Agreement are:

  • FP7 is designated as the Industry partner for the MA Marketing Communications program .
  • A FP7 Scholarship can be awarded to a MA Marketing Communications student which will provide for a 100% tuition fees waiver.
  • FP7 have presented awards to the Top Graduating Students of the MA Marketing Communications Program.
  • Middlesex University students have access to FP7 offices for internships.
  • FP7 provide guest speakers and conduct industry workshops.

 Programme Content

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 research (in marketing) and strategic marketing and decision-making. An emphasis on strategic marketing gives you the skills to participate in the formulation, implementation and evaluation of organisation-wide decisions related to competition, products and consumers.

MA Marketing Communications Schedule

Full-Time Students Year 1 (September 2014– May2015)

  • MKT4070 Integrated Brand Communications -Tools and Strategies (30 credits)
  • MKT4051 Consumer Behaviour: Decision-Making Processes (15 credits )
  • MKT4102 Practitioner Perspectives (15 credits)
  • MKT 4012 Advertising and Digital Marketing (30 credits)
  • MKT4017 Marketing Communications Analytics (15 credits)
  • Option Module – TBA (15 credits)
  • MKT4009/ Dissertation (60 credits ) or  MKT 4029Professional Practice Project (60 credits)

Part-Time Students

Year 1 (September2014 – May2015)

  • MKT4070 Integrated Brand Communications -Tools and Strategies (30 credits)
  • MKT4051 Consumer Behaviour: Decision-Making Processes (15 credits )
  • MKT4102 Practitioner Perspectives (15 credits)

Year 2 (September 2015– May2016)

  • MKT 4012 Advertising and Digital Marketing (30 credits)
  • MKT4017 Marketing Communications Analytics (15 credits)
  • Option Module – TBA (15 credits)
  • MKT4009/ Dissertation (60 credits ) or  MKT 4029Professional Practice Project (60 credits)

MAMC Description of Modules

MKT4070 Integrated Brand Communications -Tools and Strategies (30 credits )

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.


MKT4051 Consumer Behaviour: Decision-Making Processes (15 credits )

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.


MKT4102 Practitioner Perspectives (15 credits)

This module aims to provide you with a framework for analyzing 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.

MKT 4012 Advertising and Digital Marketing (30 credits)

This module is to develop students’ systematic understanding of advertising and digital marketing theories and practices. In particular, students will gain detailed knowledge of theories that underpin the practice of advertising, the client- agency relationships, and appreciate the role of the society and the regulatory institutions on advertising Students will extend their knowledge of advertising to the digital media and be able to use basic advertising metrics to evaluate effectiveness of digital advertising.

MKT4017 Marketing Communications Analytics (15 credits)

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

Option Module (15 credits)

TBA – nominally – Statistical Analysis of Marketing Research for Decision Making

 MKT4009/ Dissertation (60 credits ) or  MKT 4029Professional Practice Project (60 credits )

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.


MKT4009 Dissertation (60 credits)

Off-Site Graduate Marketing Experience

Every year, students of the MA Marketing Communications embark on an off-site weekend marketing session to learn first-hand about the strategy and operations of major firms and multi-national companies. The weekend session has a number of objectives, with a key aspect being to enhance group cohesion whilst consolidating various aspects of the marketing curriculum. More specifically our off-site aims to:

  • Explore contemporary themes in marketing, off-campus and at diverse and stimulating locations;
  • Develop a deeper understanding of how marketing and non-marketing functions interact in a range of situations;
  • Develop group problem-solving and presentation skills

All catering and venue costs are included in the fees. The session offers a range of activities that incorporate experiential learning and engagement with practitioners and industry experts. Over the event, participants get to know each other and build strong working relationships. By the end of the event, they have a sense of accomplishment, many new friends, and a solid understanding of the academic and practical aspects of the topic at hand. Written work is completed in the weeks following the session and submitted for feedback and assessment.

What our Graduates have to say?

Middlesex University Dubai provides a thoroughly modern, professional and interactive learning experience for its students. In my opinion, the MAMC course is unique, because it manages to capture the essence of both marketing and communication. I was particularly impressed with the quality and experience of the teaching staff and found that my lecturers were not mere scholars or philosophers, but were passionate about their subject matter. They were very good at providing us with up to date and practical knowledge, based on first-hand experience of the industry.
(Mia de Klerk, Class of 2011)
My decision to pursue my postgraduate studies at Middlesex University Dubai was certainly the right one. Middlesex offers a programme with an appealing combination of theory and practice. The MAMC allows students to grasp every aspect of marketing in order to be ready for the life after university. I expanded my knowledge through expert instructors and gained insight into various areas of the industry in Dubai. I greatly enjoyed studying and collaborating with students from various cultural backgrounds, which was a unique experience. I certainly grew as a person and thanks to Middlesex I am ready for new challenges in the marketplace.
(Aida Hamidi, Class of 2011)

Admission Requirements

Potential candidates are encouraged to contact our Admissions Office for individual consultation on a case-by-case basis. The following admission criteria are generally applied:

Academic Entry Requirements

Normally a second class UK Honours degree or above, or overseas equivalent qualification is required. Applicants without a degree who have minimum three (3) years of significant managerial experience in sales or marketing will also be considered.

To apply please click here .

English Language Requirements

All programmes at Middlesex University Dubai are taught in English and applicants with previous qualifications 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: IELTS overall score 6.5 (minimum 6.0 in each band) or TOEFL scores of 231 computer-based, 90 – 91 internet-based or 575 paper-based.

Tuition Fees and Payment Plans

Total tuition fees for the MA Marketing Communications programme are AED 75,000. Attractive payment plans are available for students. For more information please check our website or alternatively contact our Admissions Office.