Corporate and Marketing Communications MSc/PGDip/PGCert | Middlesex University London
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Corporate and Marketing Communications MSc/PGDip/PGCert

Learn about the course below
Code
PGN509
Start
October 2017
September 2017 (EU/INT induction)
Duration
1 year full-time
2 years part-time
Attendance
Full-time
Part-time
Fees
£13,750 (UK/EU)
£16,000 (INT)
Course leader
Sukhbinder Barn

The importance of marketing communication in delivering clear, consistent and competitive messages about an organisation and its products is crucial to organisational success. Rather than seeing marketing communications as creating favourable brand images merely in the eyes of consumers, the field has witnessed a renewed focus on the effects of communication on the multiple stakeholders organisations address, including their employees and the media.

Why study MSc/PG Dip/PG Cert Corporate and Marketing Communications at Middlesex University?

Across multiple sectors the utilisation of multi-channel 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 new graduates with a background in marketing, media, management and social sciences, and practitioners seeking career development. The course also has a strong emphasis on the application of theory to practice through activities such real-life case studies, problem-solving exercises and a residential week with industry professionals

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

Course Highlights

  • Covers fundamentally important subjects such as media strategy and consumer research, as well as highly sector relevant topics including digital marketing skills and creativity
  • Optional modules allow for routes of specialisation on the course in a range of fields such as public relations and global communications
  • Opportunity to incorporate a 6 month placement through which to further explore learning in an industry based setting
  • Week-long residential incorporating workshops and talks from industry professionals.

*Course currently subject to validation

What will you study on the MSc/PGDip/PGCert Corporate and Marketing Communications?

The course allows you 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. For example if you want to focus on marketing communications then modules on advertising, experiential marketing and events would be an appropriate route to take. If you have an interest in consumers and stakeholders within a communications context then modules on psychology, analytics and research would suit you. For a more strategic communications approach then modules on PR, crisis communications and cross-cultural communication would be the pathway to follow. You will also have the opportunity to complete a dissertation project in an area of marketing communications that you have a particular interest in and matches with your career specialism.

  • Modules

    • 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

      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

      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. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

    • Experiential Marketing and Events (15 credits) - Optional

      The module will develop students’ insights into how events and experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands.

    • 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.

    • 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.

    • 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.

    • 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.

    • Cross-Cultural Commmunication and 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 binge drinking and childhood obesity to programmes designed to prevent the spread of infectious diseases and eradicate poverty, students will delve into both the theoretical context and 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.

You can find more information about this course in the programme specification. Module and programme information is indicative and may be subject to change.

How will the MSc/PGDip/PGCert Corporate and Marketing Communications be taught?

The course features a number of different modes of learning that help enhance your understanding of the subject. These can range from traditional lectures and seminar sessions where you will engage with concepts and theories, explore key questions and carry out tasks such as devising and analysing marketing activity. You will also have group and individual tutorials, engage in self-directed learning and take part in a residential to enhance understanding of practice issues.

Assessment

You will be required to complete a number of assignment for assessment, in particular exams and coursework. The coursework can be individual, such as plans, reports, memorandum and essays, or group which will involve activity including presentations and reports. Tutorials will also feature formal and informal feedback.

  1. UK & EU
  2. International
  3. How to apply
  1. UK & EU
  2. International

How can the MSc/PG Dip/PG Cert Corporate and Marketing Communications support your career?

Skills and knowledge in communications can enhance many marketing roles in management, strategy, PR, advertising and communications. The course has a strong emphasis on developing an understanding of how theory can be applied in practice, preparing recent graduates with an awareness of the challenges of the sector and current practitioners with the specific knowledge for application in their careers.

Careers specific to corporate and marketing communications can include:

  • Marketing Executive
  • Account Executive
  • PR executive
  • Brand Executive
  • Marketing Communications Executive

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