Advertising Public Relations and Branding (BA Hons)
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    Advertising, Public Relations and Branding (BA Hons)

    This program offers students a comprehensive foundation in the dynamic fields of advertising, public relations, and branding where cutting-edge technology and creative thinking come together to shape the future of marketing. As key components of communication and marketing strategies and vital to the functioning of the creative industries, pursuing a degree in this subject opens up numerous thrilling career prospects in the realms of digital marketing, advertising, and cutting-edge branding initiatives.

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    • Overview - Why Sign Up?

      Fuel your curiosity and passion for communication and marketing in an evolving digital world with our BA Hons degree in Advertising, Public Relations, and Branding. This program will equip you with the essential skills to navigate the modern marketing landscape shaped by artificial intelligence, innovation, and creative thinking.

      Learn through real-world case studies how diverse organisations utilise both traditional and digital media to enhance their brand presence. You will gain firsthand experience in planning, executing, and managing promotional campaigns in the AI-driven world of advertising, public relations, and branding.

      The program encompasses vital areas like:

      • Social Media Marketing: Learn to navigate the social media landscape, and use it as a tool to engage audiences and shape brand stories.
      • Digital Storytelling: Master creating compelling multimedia content, including video and web content.
      • Communication Skills: Enhance your written and oral communication skills for effective branding and public relations.
      • Mastery of Written Communication: Develop effective writing techniques to convey ideas persuasively and professionally.
      • Project and Events Management: Acquire the skills to oversee projects from inception to completion and organise events that leave a lasting impact.
      • Web Content Design and Management: Learn to craft compelling web content and understand the nuances of website management to optimise user experience.
      • Content Design: Hone your creative skills to produce captivating content that visually communicates your brand message.
      • Proficiency in Market Research, Data Analytics, Planning, and Evaluation: Understand the market inside out, devise strategic plans, and learn to measure success.
    • Course Highlights

        • Our graduates enjoy an exceptionally high employability rate, with over 95% landing in work or further education.
        • We focus on practical application rather than exams, assessing students` skills through real-world projects that reflect industry requirements.
        • Stand out with a degree that uniquely merges Advertising, Public Relations, and Branding in Mauritius and the UK.
        • From the first semester of the first year, students engage on 'live' advertising campaigns.
        • Students have the option of completing a work placement in their second year.
        • Students have the opportunity to pursue additional work placements, undertake a dissertation, or embark on a creative project in their final year. These projects provide a platform for students to apply and showcase the skills they have acquired throughout their studies, demonstrating their proficiency in leveraging technology and creativity to achieve innovative outcomes.

        Our BA Hons degree in Advertising, Public Relations, and Branding is a stepping stone to a vibrant and fulfilling career. As you explore the pulse of creative industries, you will not only discover new and innovative ways to contribute to conversations but also actively shape the world with the transformative potential of AI. By registering today, you position yourself at the forefront of the digital revolution, where the convergence of AI and communication opens up unprecedented opportunities for growth and impact.

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    What will you study on the BA Advertising, Public Relations and Branding?

    At Middlesex, we understand the critical role of practical skills and industry relevance in today's dynamic marketing environment. This is why our BA Hons in Advertising, Public Relations, and Branding empowers students with real-world experiences alongside academic knowledge.

    This program encourages creativity and innovation, enabling students to present creative outputs such as websites, brand identity guidelines, multimedia productions, social media campaigns, events and creative prototypes among other technology-enhanced creative projects in place of conventional academic assessments. The course also introduces students to a broad array of topics that reflect the expansive nature of digital marketing such as data analytics, social media, digital storytelling, content design and much more.

    We believe in fostering an industry-like environment for our students. Consequently, there are no exams in this program. Instead, they will start working on 'live' advertising campaigns with real external partners from their first year. This hands-on approach often inspires our students to launch their own businesses, and we encourage them to incorporate their entrepreneurial ventures into their academic assessments.

    By the end of the course, students will have curated an impressive portfolio of academic and creative work that mirrors their readiness for the industry. The practical experience gained from working on live projects will be invaluable in securing a job after graduation.

    Join us and immerse yourself in a contemporary approach to marketing and communication education, equipping you with the necessary skills to thrive in this rapidly evolving landscape and prepare for the future of the industry, shaped by the digital revolution and the transformative power of artificial intelligence.

    Further details on the programme's modules can be found below.

    • Modules (Year 1)

      • Brands, Media and Society (30 credits) – Compulsory

        This module provides you with a historical and critical introduction to the development of brands and their complex relationship with media and power in the contemporary era. You will explore specific practices, processes and industries alongside key theories and debates about promotional practices within a broader social, cultural, ethical and political context. You will examine how brands both shape culture, and are shaped by it through field visits, case studies and selected guest speakers.

      • Creative Advertising (30 credits) – Compulsory

        Creativity is central to memorable advertising, but it plays an equally important role in developing brand strategy and public relations campaigns. The ability to conceptualise, develop and hone creative ideas is a key graduate skill and those who possess an aptitude for creative thinking and innovation are in high demand across the creative industries. This module will equip you with the strategies and skills required to both conceptualise and evaluate creative advertising across a range of platforms.

      • Public Relations Practice (30 credits) – Compulsory

        This module gives students a broad overview of the main concepts involved in public relations and will prepare you for future work in campaign planning and reputation management. Focusing on real industry case studies, students consider how PR can be used to assist in raising awareness, changing attitudes and behaviour, and managing relationships. The module is divided into three blocks: the development of PR, the principles of persuasion, and pitching and presentation skills.

      • Content Design (30 credits) – Compulsory

        This module introduces students to content design for print and online publication. You will learn how to design materials that communicate information clearly and persuasively. You will gain an understanding of the conventions and practices of content design and explore the history and context of its development in the promotional industries. You will learn how to create designs for print, online and mobile using industry-standard software and a selection of freeware.

    • Modules (Year 2)

      • Understanding Consumer Culture (30 credits) – Compulsory

        With social media and mobile use now ubiquitous, brands are capable of monitoring consumers’ everyday practices and participating in their shared culture to an unprecedented degree. This module provides you with the cognitive skills and methodological frameworks needed for researching consumer culture across offline and online spaces. You will learn to collect, organise, analyse, visualise and interpret digital data, and connect your findings to advertising, PR and branding strategies.

      • Brand Management (30 credits) – Compulsory

        In a context where a diverse range of organisations and individuals are required to imagine and communicate themselves as brands, brand management has emerged as a key discipline that integrates a range of competencies from across the spectrum of marketing communications. This module introduces students to the knowledge and skills required to create, manage and communicate brands and to assess their socio-cultural impact and economical value.

      • Campaign Planning (30 credits) – Compulsory

        This module explores the practical process of campaign planning and communicating awareness of a product, service, idea or societal issue in an effective and engaging way. You will work on briefs set by external clients or organisations and this practical work will allow you to develop skills in key areas of campaign communications. These include undertaking research and deciding the most appropriate communication strategy; developing creative insights and campaign objectives; devising a media/media relations strategy; working in creative teams to plan and produce promotional materials; working in teams to pitch the campaign; reflecting on and evaluating campaigns.

      • Creative Industries Work Placement (30 credits) – Optional

        For this module, you will be required to complete a work-placement of 100 hours. Students will evaluate their performance and learning experiences, and reflect on the cultural role of the organisation and industry within which the work placement occurred. The work done in this module can feed into a number of third-year modules. Some students draw upon their work experience as the basis of their final year dissertation while the self-presentation and personal branding skills acquired in this module are developed further in the Social Media and Public Relations module (APM3002).

      • Promotional Cultures (30 credits) – Optional

        In recent decades, the advertising, PR and branding industries have become central to public life – in business, politics and culture. This module gives students an opportunity for you to critically engage with the major ethical issues, regulatory frameworks and political debates arising from the economic and digital transformations of contemporary society. You will learn about the changes brought about through the rise of promotional cultures and develop advanced skills of critical analysis through a range of case studies and practical workshops with regulatory and industry professionals.

      • Promotional Video Production (30 credits) – Optional

        This module will allow you to gain valuable work experience in professional ‘client-led’ promotional video production scenarios. You will gain an insight into working with clients in a professional context with the aim of enhancing your transition into a range of roles across the creative industries. You will explore ethical and compliance issues with production opportunities for external clients.

    • Modules (Year 3)

      • Independent Project (30 credits) – Compulsory

        This module will allow you to demonstrate, in the execution of a major project, high-level academic and/or practical skills in a subject of your choosing. The project will take the form of either an independent project or a work placement project. For the work placement, you will undertake a Middlesex-approved work placement and base your final project around your experience of being a participant observer.

      • Digital Advertising (30 credits) – Compulsory

        This module will give you the knowledge needed to understand the complex relationship between digital technologies and consumer behaviour in an evolving context. You will explore the latest developments in advertising practice, from data analytics and programmatic advertising to augmented reality executions of branded content and experiences. You will gain the knowledge and skills to design and manage advertising content across a range of digital channels and platforms.

      • Social Media and Public Relations (30 credits) – Compulsory

        This module introduces students to the ways in which organisations use social media to develop and deliver public relations campaigns and how those technologies can also be used to develop a person's professional profile online. You will develop the skills for strategic planning, design and evaluation of online campaigns. You will also have the opportunity to refine your own personal brand and in so doing, enhance your post-graduation employability.

      • Campaigns and Social Impact (30 credits) – Optional

        From angry street protests to sophisticated charity lobbying, populist insurgencies and online activism, campaigns designed to change society are an integral part of the 21st century media environment. This module will help you understand how these campaigns develop, what they mean and how they reflect the way in which power works in societies. You will have the opportunity to effectively design, manage and deliver a campaign designed to address an issue of importance to your community.

      • Entrepreneurship (30 credits) – Optional

        This module will give you the opportunity to engage with realistic scenarios that you are likely to encounter during your career in the media industry. Through seminars, directed study and experiential learning, you will explore the employment and self-employment opportunities in these industries. Entrepreneurial activities, both supervised and self-directed, are at the core of the module with a constant focus on your budding enterprise ideas and ambitions.

      • Place Branding and International Diplomacy (30 credits) – Optional

        Places, just like products, require a brand strategy to compete in today’s international globalised environment. Cities, regions and nations worldwide have begun to use promotional strategies to position themselves favourably in the minds of target groups such as tourists, businesses, potential residents and foreign investors. This module will introduce students to these processes, exploring tourism, investment, migration, planning and governance through a promotional lens. You will gain a understanding of international communication flows and place promotion strategies through an interactive mix of lectures, field visits and case studies. You will also benefit from developing your skills in audience segmentation, stakeholder relationship management and policy implementation.

    What will you gain?

    • Hands-on skills to navigate the AI-driven world of advertising, public relations, and branding.
    • Practical experience in designing, executing, and managing real advertising and public relations campaigns.
    • An understanding of the significance of data analytics and market research that underpin modern promotional strategies.
    • An understanding of the increasing influence of emerging technologies, such as Artificial Intelligence, Gamification, Virtual Reality, Augmented Reality, and the Metaverse, in shaping brand narratives, delivering innovative brand experiences, and engaging audiences.
    • Enhanced communication skills to effectively convey ideas in a professional setting, vital for impactful branding and public relations.
    • An understanding of the essentials of project management, including design, execution, and evaluation within a rapidly changing technology environment influenced by AI.

    Note on Optional Modules

    Optional modules are available at levels 5 and 6. You will be asked to make your choice during the previous academic year, but if insufficient numbers of students profess an interent in an optional module,  or if there are staffing changes which affect the teaching allocation, your first choice might not be offered. If this is the case, we will advise you after the module selection period over the winter break or at the earliest time that the programme team is able to help you choose an alternative.

    About the MDX Mauritius Campus

    Our new campus demonstrates what can be achieved when all stakeholders share a clear vision. The concept was developed by a London architect, Graham Wilson, who also is credited for developing many of Middlesex buildings in Hendon.

    Explore our Virtual Tour

    Fees and Funding

    Course fees are subject to annual inflation. An international Admin Fee is also applicable for international students. For more details, see link to respective fees and payment plans below.

    Payment Plans

    • Teaching and Learning

      You will be taught through a combination of lectures, seminars, practical workshops, tutorials, fieldwork and external visits. We value student-led education and our students take an active role in their seminars and workshops, which typically comprise small groups of around 20 students. We often combine several types of activity in the same session. For example, a workshop might include some lecture-like delivery of key concepts which feeds into small-group creative and practical tasks, or whole-group discussions.

      There are normally around two hours of seminar or workshop contact time per week per module, so students are should expect at least eight hours of taught classes per week. Contact time increases as students progress through their degree, with students normally having twelve hours per week in third year. You will also be expected to engage in extensive independent work, supported by other forms of teaching including online activities and self-directed learning using the learning resources available in the University and beyond. In addition, you can arrange one-to-one sessions with your module coordinators. Each possesses two weekly office hours that all students can access.

      Overall Workload

      Your overall workload will include the activities listed above, and with each credit being completed equating to 10 hours of study time per week (You will complete 120 credits per level of study per year.) While the actual amount of time you devote to your studies may vary depending on the optional modules that you choose, the following information will give you a rough indication of how much time is allocated to teaching and independent study on your course.

      Level 4 - 33% of your time is spent in timetabled teaching and learning activity:

      • Teaching, learning and assessment: 390 hours
      • Independent Learning: 810 hours

      Level 5 - 29% of your time is spent in timetabled teaching and learning activity:

      • Teaching, learning and assessment: 346 hours
      • Independent Learning: 744 hours
      • Work placement: 110 hours (if you choose not to take the work placement module, your teaching, learning and assessment hours will increase to 438)

      Level 6 - 31% of your time is spent in timetabled teaching and learning activity

      • Teaching, learning and assessment: 372 hours
      • Independent Learning: 828 hours
      • 6 hours of supervised practicals and seminars
      • Four meetings with your independent project supervisor

      Teaching Staff

      You will be taught by an experienced teaching team who possess the expertise, knowledge and experience required to deliver the modules we offer. The team includes academics and professional practitioners.

    • Assessment

      The course will provide you with opportunities to test your knowledge and understanding through formative assessments that do not count towards your final grades. These are usually completed before summative assessments which do count towards your final marks.

      Each module typically contains at least one piece of formative assessment and a selection of summative assessments. Assessment methods reflect the range and variety of creative work, and include case reports, campaign analyses, portfolios of creative work, dissertations, presentations and critical reflections. They are reviewed annually and may be changed in response to student feedback or on the basis of feedback from external examiners.

      All modules and all pieces of coursework on the Advertising, Public Relations and Branding BA are assessed externally by practicing UK-based subject specialists. This occurs annually and ensures that students studying APRB on all three Middlesex campuses are marked fairly and equally.

      Percentage of course assessed by coursework

      The balance of assessment will depend on the modules that you complete throughout your course. The approximate percentage of the course which is assessed by coursework is outlined below:

      Level 4

      100% Coursework

      Level 5

      100% Coursework

      Level 6

      100% Coursework


      You will receive written feedback on all summative assessments and either written or verbal feedback on all pieces of formative assessment. Feedback is intended to help you learn and progress, and you are encouraged to review and discuss your feedback with your module or personal tutor each semester. We aim to provide you with feedback within 15 working days of submission. Details of progression and pass marks for assessment can be found in the university regulations.

      Academic Support

      You will have access to academic support services that can assist you in the following areas:

      • Study Skills, including academic writing, reading and numeracy skills.
      • Employability, with workshops and tutorials on CV writing, interview and presentation skills.
      • Library Support, including sessions on finding, and choosing the right resources and software and tutorials on referencing and plagiarism.
      • Progression and Support Advisors to assist you if you experience difficulties with your studies.
      • Exclusive use of the university’s state-of-the-art media lab for two hours per week.

      More information on how to access these services will be provided at your induction.

    How can the BA Advertising, Public Relations and Branding support your career?

    This degree boasts an exceptionally high employability rate. In a survey of all APRM* graduates in 2018, more than 95% of respondents reported that they were either working in the media industries or related fields, or pursuing further education in the form of a Masters or PhD. In Mauritius alone, students have secured positions in several major companies and advertising and public relations firms:

    • Maurice Publicity Ogilvy.
    • IBL Brandactiv.
    • Medine Limited.
    • AVS Cinematography.
    • TBWA Indian Ocean.
    • One Media Expert.

    The types of jobs our graduates do is equally varied. One graduate has taken up a position as a Special Assistant to the Deputy Governor of the Anambra State in Nigeria, while another has joined a Lagos branch of Hill & Knowlton, one of the world’s largest public relations firms, as an account executive.

    Other positions that graduates have taken on include social media coordinator, brand coordinator, digital communications content assistant, public relations assistant and advertising traffic coordinator.

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    Testimonial 1

    I am currently head of marketing at Silver Oak Jewellery store in Nairobi, Kenya. As well as handling social media, photography and copy writing for multiple brands in Kenya. They include Mister Wok Chinese Restaurant, Psyle Spin studio, and Happy Dopa winery.

    Inaddition, I am the Founder and CEO of a Cardashian; a handcrafted cards company, which has sold up to 200 cards over the past 10 months.

    Middlesex University helped me to leverage on my creativity and entrepreneurship skills. The iniversity faculty supported my vision and equipped me with additional skills to thrive in the world of marketing.

    Raisah Hussein Virani (Alumna)
    BA (Hons) Advertising, Public Relations & Branding

    Class of 2021

    Testimonial 1

    I am currently at Crayons Couleur Advertising Ltd as Junior Agency Coordinator.

    The APRB programme at Middlesex University is a great platform to all those seeking a career opportunity in advertising and branding. I've got knowledgeable and friendly mentors in an excellent environment to support my learning throughout these 3 years. There's much more to come!

    Here's your call to make the big step!

    Pallavi Seeburruth (Alumna & First-class graduate)
    BA (Hons) Advertising, Public Relations & Branding

    Class of 2021

    Testimonial 1

    I am currently working as Marketing Executive at Shamal Group in Mauritius. I run the digital marketing department whereby we in Mauritius. I run the digital marketing department whereby we assist nit only our companies but a portfolio of over 70+ business accomplish their goals through a digital presence, I work on content creation to marketing strategies for these companies.

    I also engage as a PR rep for the companies in ensuring we can manage and create a reputable image in the eyes of the public.

    The APRB course has definitely equipped me to tackle such a position as a fresh graduate. Through the exposure, network and of course the classes, playes an important role in archieving a success3ful career path.

    Muhammad Abbas R Peera (Alumna & First-class graduate)
    BA (Hons) Advertising, Public Relations & Branding

    Class of 2021

    Testimonial 1

    I am currently as trainee communication assistant at The United Basalt Products (UBP) Ltd which is a Mauritius-based construction company.

    I have a heart filled with gratitude towards Middlesex University Mauritius and its supportive lecturers. MDX provide us with all the essential resources and created an international environment to deliver this course. I personally believe that academic courses are not only to acquire knowledge; they are also about building the foundation of a programme offered me an understanding of the industry, it also gave us ample opportunities to connect with great minds through group works, guest lectures, seminar and workshops. I now have a strong network of friends of personal and proffessional development.

    Yashna Dooky (Alumna)
    BA (Hons) Advertising, Public Relations & Branding

    Class of 2021


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