Programme Specification MSc Corporate And Marketing .

Programme SpecificationMSc Corporate and Marketing Communications1. Programme titleMSc Corporate and Marketing Communications2. Awarding institution3. Teaching institution4. Details of accreditation byprofessional/statutory/regulatory body5. Final qualificationMiddlesex UniversityMiddlesex UniversityCIM6. Year of validation/ Year of amendment7. Language of study8. Mode of studyMSc (180 credits)PG Diploma (120 credits)PG Certificate (60 credits)2017 (Pending)EnglishFull time/Part time9. Criteria for admission to the programmeApplicants should normally have: A second class honours undergraduate degree or above in any discipline awarded by a UKUniversity or a recognised overseas institution, orAn equivalent qualification accepted by the Academic Registry of the University, orA professional qualification deemed to be of an equivalent standard.Those without formal qualifications are welcome to apply, and may be required to come in for aninterview. Additionally, these applicants will need to provide evidence of a minimum of three yearsof middle to senior management relevant experience.Successful applicants must have competence in the English language. For international applicantswhose first language is not English, the requirement is that they have IELTS 6.5 (with minimum 6.0in all four components) or equivalent.N.B. PG/Diploma and PG/Cert are entry and exit awards. Therefore, the criteria for admission forPG/Diploma and PG/Cert are the same as for the MSc degree.10. Aims of the programmeThe MSc in Corporate and Marketing Communications aims to prepare students for successfulemployment by encouraging the development of a range of knowledge and skills that will enablethem to work effectively, both collaboratively and individually. It is designed to develop students’understanding of corporate and brand communication and its integration into an organisation’soverall communication strategy.

The MSc Corporate and Marketing Communications will help students with no or limitedknowledge of marketing to develop an advanced level of understanding and critical reflection ofthe key marketing communication theories and frameworks. Students will develop a soundunderstanding and appreciation of the diverse traditional and growing number of digital mediaplatforms through which corporate and brand messages can be communicated. A key tenet of theprogramme is the focus on experiential based learning and practical hands-on application ofknowledge to a range of strategic communication issues.On successful completion of this programme, graduates will be able to critically evaluate complexsituations, to problem solve, to write clearly and analytically, to work together and independentlyand to communicate. They will be able to retrieve and synthesise information from a diverserange of sources to develop well-informed and justified solutions to marketing challenges. Theachievement of these aims will provide our MSc Corporate and Marketing Communicationsgraduates with the knowledge and skills required to build a career in marketing. Whether ourgraduates wish to work as marketing managers, brand and creative consultants, analysts,researchers or entrepreneurs, the programme will allow them to acquire both general andspecialised knowledge required to start building their chosen careers. The choice of dissertationwill provide students with an opportunity to further develop specialist skills and knowledge in afield they are particularly interested in. For those students intending to further their education,the MSc in Corporate and Marketing Communications will equip them with a range of skillsrequired for Doctoral level study.In the case of the Masters awards these aims will be realised in full. For earlier exit awards,achievement of the aims will be as follows: For the Diploma, all aims stated above with the exception of completion of dissertationoutcomes.For the Certificate exit award, aims will be achieved at an initial core, but not specialistlevel.

11. Programme outcomesA. Knowledge and UnderstandingTeaching/Learning MethodsOn completion of this programme the successful Students gain knowledge and understandingstudent will have knowledge and understanding through attendance, participation andengagementwithlectures,seminars,of:independent study, group debate andA1. The role of strategic marketing discussion, and producing theoretical andcommunication in contemporary organisations practical work in response to assignmentand its integral relationship with other functional requirements. Students will have theopportunity to attend presentations byareas within businesses;industry practitioners and experts in the fieldsofmarketing communication and brandA2. External and internal factors which impact onthe development of and influence upon the role management. Such presentations will build onofintegratedcorporateandbrand topics discussed in class and will improvecommunication strategies designed to engage, understanding of topics required forpersuade and influence target audiences through summative assessment. Students will alsothe diverse media landscape within which both participate in a week-long residential field trip,where they will have the opportunity toorganisations and individuals exist;receive presentations from marketing expertsA3. Key frameworks, concepts, theories and as well as experience marketing in action.developments in corporate communicationstrategy and their application to real-lifemarketing scenarios across a diverse range oforganisational and environmental contexts, whichalso include the impact of globalisation,economic, ethical, legal and social challenges onmarketing communication practice;A4.A range of key techniques andcommunication strategies which allow marketersto connect with consumer decision makingprocesses, brand values and relationships, as wellas allowing the development of a corporate brandand identity narrative through creative andinnovative approaches to communication;A5. A range of tactical communication toolsavailable to marketers to deliver corporate andbrand messages in order to persuade andinfluence clearly identified audiences throughinnovative use of traditional and digital mediaplatforms;Assessment MethodsStudents’ knowledge and understanding isassessed through a range of methods such asreports, literature reviews, presentations,and examinations. Assessment is designed todevelop student skills in critical thinking andapplication, as well as a sound andcomprehensive knowledge of relevanttheories, frameworks and models. An integralfeature of the programme is its emphasis onexperiential learning and practically appliedassessments, designed to improve studentunderstanding of the ‘real world’ and furtherenhance employability prospects.

A6. A comprehensive range of researchphilosophies and methods of enquiry, to explorethe dynamic role and influence of corporate andbrand communication with diverse audiences andstakeholders.B. Cognitive (thinking) SkillsTeaching/Learning MethodsOn completion of this programme the successfulstudent will be able to:Students acquire cognitive skills throughdiscussion, debate, problem-solving activitiesduring lectures and seminars. The residentialB1. Engage critically with major theories and field trip, formative assessments andframeworks relating to strategic marketing feedback significantly contribute to thecommunication as well as the practice and development of cognitive skills.application of appropriate communication tools;Assessment MethodsB2. Analyse and evaluate complex marketingcommunication issues using a range of suitabletheoretical frameworks and devise alternativecommunication strategy options and solutions;B3. Synthesise, analyse and critically appraisequalitative and quantitative data to plan, designand execute creative solutions to a range ofcorporate communication problems;Students’ cognitive skills are assessed bycritical analysis in a range of contexts in theform of reports, presentations and criticalreflections grounded in the specific criteria ofindividual modules.B4. Apply innovative thinking in order to developsolutions to a range corporate marketingcommunication challenges;B5. Engage in reflective practice, relating studiesto career and personal developmentC. Practical SkillsOn completion of this programme the successfulstudent will be able to:Teaching/Learning MethodsStudents learn practical skills through criticalanalysis of existing practice in corporatemarketing communication. Teaching strategyC1. Develop solutions to complex strategic across the range of core and optionalmarketing problems through the application of modules adopts a distinct experiential focus,theories and frameworks to real life business requiring students to engage with academic

situations;content using a ‘hands on’ approach. Theresidential trip builds upon the real lifeC2. Describe and communicate complex concepts opportunities embedded in the Programmeand ideas professionally in a range of oral and by enabling students to have access towritten formats as an individual and as part of a marketing practitioners and requiring them toactively engage with the corporateteam;communication strategies presented.C3. Develop strategic and operational marketingAssessment Methodscommunication objectives and plans;Students’ practical skills are assessed throughC4. Plan, design and execute research projects to a range of assessment methods, includingachieve stipulated research objectives and to reports, presentations, and reflections on selfinform the development of corporate marketing evaluation and personal development.communication strategy;C5. Use relevant statistical programmes/softwareto critically analyse data, generate and present arange of justified solutions, demonstrating logicalconsistency and adequacy of conclusions;C6. Manage resources and time effectively toachieve intended learning goals and demonstratethe ability to work effectively as a self-directedlearner.12. Programme structure (levels, modules, credits and progression requirements)12.1 Overall structure of the programmePlease see the Programme Structure Diagrams on the next page

Programme Structure Diagram (Full time)Students take two thirty credit compulsory modules that run throughout the year. In additionstudents choose any four out of eight optional modules that run either in Term 1 or in Term 2. Theoptions offered will depend on student demand.Term 1Term 2MKT 4139Communication, Persuasion and Media Strategy(Compulsory 30 credits)MKT 4060Strategic Brand Management(Compulsory 30 credits)MKT 4133Consumer Psychology(Optional 15 credits)MKT 4146Cross-Cultural Communicationand Global Brands(Optional 15 credits)MKT 4144Creative Strategy inAdvertising(Optional 15 credits)MKT 4147Communication for SocialChange(Optional 15 credits)MKT 4143Guerrilla Marketing, CelebrityEndorsement and Promotion(Optional 15 credits)MKT 4141Public Relations and CrisisCommunication(Optional 15 credits)MKT 4138Experiential Marketing andEvents(Optional 15 credits)Exit Award:PostgraduateCertificate inCorporate andMarketingCommunications(60 credits)Exit Award:PostgraduateDiploma inCorporate andMarketingCommunications(120 credits) MKT 4139Communication,Persuasion andMedia Strategy MKT4060 StrategicBrand Management 4 optional modulesMKT 4067Brand Analytics: Methods andStrategiesMKT 4066Research Methods and Dissertation(Compulsory 60 credits)Exit Award: MSc inCorporate &MarketingCommunications(180 credits)