4.01/2/3 MARKETING, ADVERTSING, PUBLIC RELATIONS & ENGLISH STUDIES

Certificate/Diploma

Programme Aim

The aim of this programme is to provide an introduction to the subject of Marketing and the related topics of Advertising and Public Relations, combined with English Language and Communication Skills.

The curriculum is designed for students with little experience of the subjects and who wish to make a career in the related fields, or who wish to undertake further study at undergraduate or even postgraduate degree levels.

The organisation of the curriculum is such that academic study skills are developed on a progressive basis, so that those who do not initially have the entry requirements to join UK University programmes can undertake assessments that reflect the appropriate level of achievement in line with the chosen pathway.

Programme Outcomes

By the end of the programme students will have:

• increased confidence and fluency in speaking in the English language, and will have improved reading, writing and listening skills;

• gained a broad understanding of the principles of the marketing, advertising and public relations functions, developing an in-depth understanding of the role of these key areas on both a national and global scale;

• identified the influences on a business organisation and what might be key success factors for the Marketing, Advertising and Public Relations departments;

• highlighted the contribution the individual can make to the success of the marketing related areas and the overall business organisation.

Programme Structure

The programme is designed on the basis of “units of study”. Each unit involves approximately 100 hours study to include class contact; directed study and self-study.

Entry Requirements

Minimum Age - Adult

Students must have a minimum Intermediate level of English on arrival and have completed secondary education in their own country.

On arrival all students complete an English language entry test followed by an MLS business assessment and are placed in classes accordingly.

Counselling Service

A comprehensive counselling tutorial support programme is available to all students throughout their stay at MLS. All students have access to the MLS University Counsellor.

Indicative Content Topics

The Diploma Programme is made up by 6 single and 3 double units of study, with credits awarded for successful completion of the MLS assessments. Students registered for the Certificate and Higher Certificate courses will undertake General English, and Specialist Marketing topics in line with their period of registration.

General English

All three units focus on the development of the following language skills:

• Oral Communication, Role-Play and Discussion;

• Pronunciation, Stress and Intonation;

• Listening and Reading Comprehension;

• Written English for Various Purposes;

• Preparation for various external language examinations;

• Study Skills.

Marketing

To develop an in-depth understanding of the role of marketing on both a national and global scale

Topics included:

• Marketing Planning & Strategy;

• Environmental Analysis;

• Marketing Research and Survey Design;

• Consumer Behaviour and Branding;

• Market Segmentation & Targeting;

• E-Commerce and the Marketing and “Dot.Coms”;

• The structure of the Marketing Department;

• Product Presentations;

• Distribution;

• Promotional Techniques.

Advertising

To introduce and expand an understanding of the structure of the advertising industry and the role of modern advertising in marketing.

Topics include:

• Types of Advertising;

• Media Selection;

• Copywriting for TV & Radio;

• Advertisement Design;

• Advertising Agencies;

• Sales Promotions;

• Sponsorship and Exhibitions;

• Corporate Advertising;

• Advertising Campaigns.

Public Relations

To explore the changing role of Public Relations globally and develop a detailed comprehension of modern Public Relations practices.

Topics include:

• PR Campaigns;

• PR Consultants;

• Organising a PR Department;

• Writing News Releases;

• Designing News Letters;

• PR in Developing Countries;

• The role of sponsorship;

• PR Media Selection;

• Corporate Identity & Image;

• Crisis Management.

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