Middlesex University Dubai

Executive MBA (Marketing)

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Programme Modules

The Executive MBA programme consists of six taught modules (20 credits each) and a 60-credit Capstone project. There are four core modules which are consistent across all MBA pathways, focusing on essential competencies crucial for business professionals. You will also complete two pathway/optional modules. All students also participate in a vibrant co-curricular programme of executive skill development workshops and applied learning experiences through the Personal and Professional Development module.

Core Modules

• Strategy and Innovation – Compulsory
• Leadership – Compulsory
• Financial and Economic Analysis – Compulsory
• Marketing Management in a Digital Age – Compulsory
• Capstone – Compulsory
• Personal and Professional Development
• Global Business Immersion

Pathway Modules

The Marketing pathway focuses on providing you with an in-depth understanding of marketing issues. You will study the following two modules:

Strategic Brand Management – Compulsory

This module aims to equip you with the strategic skills and knowledge essential for managing and elevating brands in today’s rapidly evolving marketplace. The module fosters a critical understanding of brand management as a strategic asset within the corporate framework, integrating emerging branding concepts and the latest theoretical developments. You will explore how brands influence and shape consumer experiences through advanced storytelling and shared narrative techniques to foster and sustain brand value. You will also develop a nuanced understanding of brand management's cultural, societal, and ethical dimensions, equipping you with the ability to navigate complex global markets.

Digital Marketing Strategy & Tactics –Compulsory

This module aims to equip you with a practical understanding of digital marketing strategies and tactics. The module will bridge the gap between marketing theory and the practical application of digital tools, analytics, and strategies necessary for businesses to achieve competitive advantage in today’s digital-first world. By exploring current trends, technological advancements, and data-driven marketing techniques, students will be prepared to design, implement, and manage comprehensive digital marketing campaigns that effectively engage and convert audiences across various digital platforms.

Please note: Both core and optional modules are constantly updated and reviewed. A module may change or may not be offered in a particular academic year, for reasons such as too few students choosing that particular module or the module requiring academic review. Middlesex University Dubai reserves the right to vary or withdraw any course or module at any time.

Programme Content

Executive Skill Development and Applied Learning Experiences

Throughout your programme, you will have an opportunity to engage in a range of Executive Skill Development workshops and Applied Learning Experiences designed to support you in identifying your own professional competencies and developing your capabilities to be an effective leader. Through a vibrant co-curricular programme, you will enhance your existing managerial and leadership skills, reflect upon your prior experiences, deepen your strategic thinking, and learn about advanced tools for tackling complex organisational challenges.

Capstone Project

The culmination of your programme is the Capstone Project, which provides you with the opportunity to apply the knowledge and skills gained throughout the programme to address a particular organisational challenge, explore the feasibility of a new business idea, or undertake cutting-edge research. Your Capstone project can take the form of a Consultancy project, an Entrepreneurship project, or an Applied Research project. All students are encouraged to shape their capstone around an area of professional interests and will be guided by a supervisor and supported by a series of dedicated capstone workshops.

Global Business Immersion

This project immerses students in global management issues through an intensive one-week project. This experiential learning experience enhances the development of critical skills necessary to analyse complex global challenges and the dynamic interplay between global and local business landscapes. For over fifteen years, the programme has included International Field Trips to Paris or Milan, providing students with a unique experiential learning opportunity. These trips allow participants to engage directly with industry best practices in the luxury retail sector and conduct guided fieldwork in the luxury fashion, retail, and beauty industries.

Our Executive MBA programme will be delivered at our Dubai Knowledge Park campus during the weekdays (Monday to Friday) from 6:30 PM to 9:30 PM.

Our teaching methodology revolves around active engagement, placing you at the heart of your learning experience. You'll participate actively in various learning, teaching, and assessment methods within small group settings.

A key highlight of our Executive MBA programme is its diverse learning approach, incorporating formal lectures, case study analyses, guided and independent research, workshops, debates, student presentations, simulations, and role-playing exercises. We employ a range of techniques to enhance both your cognitive and practical skills while assessing your grasp of fundamental concepts and theoretical knowledge. Group projects further cultivate your teamwork abilities, providing a realistic organisational context to refine your interpersonal skills and leadership capabilities.