12 MONTH MSc

Communication & International Marketing

Awarded by KNUST

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OVERVIEW

Whether you’re looking to move up in your current company, expand your career opportunities, or just find a clearer direction in life, Accra Business School’s 12 Month MSc Communication and International Marketing will help you achieve your goals as easily as possible.

The strength of the MSc programme at Accra Business School relies on a hybrid faculty of accomplished industry professionals who bring industry to the classroom, astute academicians who take the classroom to industry and attended by high calibre individuals who merge the real world of business and the classroom.

About the Programme

The MSc Communication & International Marketing is designed to offer lower, mid to upper-level management personnel practical insights and knowledge on the changing communication, marketing and international business space. It is a dynamic and engaging programme as it combines a multidisciplinary approach to allow students to acquire skills and knowledge in business and professional communication, international business and marketing.

Flexible

The degree is designed for maximum flexibility, allowing busy professionals to upgrade their skills and build a powerful network, without disruptions to their commitments at work and at home. Classes are held one full weekend in a month.

Accreditation & Collaboration

Accelerated degree is a joint undertaking between Accra Business School and Kwame Nkrumah University of Science & Technology (KNUST) and accredited by the National Accreditation Board of Ghana. Accra Business School provides academic direction whiles Kwame Nkrumah University of Science & Technology (KNUST) Awards the degree.

Affordable

As a social enterprise initiative in education, Accra Business School believes that Masters Education should not be the preserve of the privileged few. Our MSc therefore, is one of the most affordable MSc’s in Ghana. Our flexible payment plan also ensures that you pay as you go. Alternatively our Barclays bank students loan arrangement allows salaried workers to learn whiles Barclays pays.

Unique Opportunities

During these 12 months, students will experience a number of unique opportunities to help strengthen their individual talents, challenge their mental models and preconceived limits, and build a powerful new network.

These opportunities include:

Executive coaching delivered both in teams and individually to accelerate learning and personal growth.

• Executive conversations with current and former CEOs from globally recognized companies who share their experiences in intimate, informal dialogues with students.

•  Expanded network of meaningful relationships are built within the select and highly accomplished group of students, faculty, executive mentors, and coaches.

Globalisation Theories, Discourse and Practices
This module will explore the concept of globalisation. It aims to equip students with a thorough theoretical and historical grasp of processes of globalization – economic, political, and cultural and highlight how this knowledge can inform and improve their own professional practice and awareness of the presence of globalisation discourses in everyday life.Theories and historical processes of globalization will be presented and a wide range of relevant case studies (predominantly video-based and textual, drawing on journalistic and academic sources) will be examined. Students will be asked to prepare some of these between seminars and group discussions will provide opportunities for feedback on this work.
Students will also be introduced to critical discourse analysis as an analytical technique to analyse and examine sources and investigate their ideological stances towards globalisation.

International Marketing Management
This module provides students practical and theoretical knowledge of International Marketing in contexts, operations, and strategies. It aims to develop students’ critical thinking and ability to apply and apply theories to cases in international marketing.

Marketing Management
This module is designed to provide MSc students with a rigorous theoretical framework for analysing and understanding marketing in various contexts, including a global context. Integrating theoretical concepts and models with practical application, students explore the contribution that marketing can make to successful businesses and multi-national enterprises (MNEs). Theory and case studies from Ghana and across the globe are used to analyse environmental conditions, marketing competition, marketplace trends, market characteristics, consumer behaviour, marketing strategy, marketing planning, tactics and operations, and the growing influence of technology.

Research Methods
This course focuses on designing, conducting, and reporting findings from a business research project. The objective of this course is to undertake a project related to the chosen specialisation. Students will identify an appropriate workplace- based research problem, conduct a small literature review, engage in data collection in the workplace setting, analyse the data and present findings in a formal business research report.

Organizational Communication
The module aims to introduce students to the specifics of writing for, and within, organisations such as businesses, not-for-profit organisations and other organisation in the public and private sector.Students will examine, week by week, the differences in approach to specific documents and communicational devises and methodologies used in organisations, from advertising to report writing, visual language to electronic communication in terms of tone, register, structure, style, audience and impact. Students will be exposed to critical writing on each subject of study and will look at relevant examples in detail.

Students will develop the ability to analyse these modes of written communication, to apply them to organisational situations, and to develop their own writing styles. To this end, they will then be given the opportunity to begin work on producing their own piece of written communication tied to that subject of study, which will be taken away and worked on, and a selection of which will be presented at the following session.

International Communication
The course focuses on media systems of the world and issues of theory and flow of international communication including globalisation, communication and new technology, and implications of technology for sovereignty. It is also designed to: (a) introduce students to the literature of International Communication and (b) encourage critical appraisal of the international media system. Additionally, changes in the world media systems in relation to content and technologies shall be examined. The controversies surrounding access to information as well as the regulation of information shall also be explored. The course shall critically offer students skills and knowledge in international news gathering, analysis and reporting, in addition to entertainment and strategic communication for decision making towards effective international business management.

Global Strategy
In contrast with growing their domestic market, businesses often engage in strategic market expansion to other countries, involving alternative processes that range from exporting to internationalisation, multinationalisation, and globalisation. Each of these expansion strategies is unlike the others in the capabilities and competencies needed by the business, as well as in the core marketing considerations of segmentation, targeting and positioning it involves. Guided by the global marketing imperative, the course is designed to provide students with a thorough grounding in all facets of global marketing strategy. A framework is developed that focuses on such key issues as the global market environment, the global marketing mix, and the strategic consideration of global market segmentation, targeting and positioning decisions. The overall focus is on the identification of global marketing opportunities, and on the subsequent planning and development of global marketing strategies aligned to the identified opportunities.

Destination, Culture & Heritage Marketing
The relevance and contribution of the increasingly varied forms of tourism to nations’ economies worldwide have been tremendous. As a result, Nations are committing enormous resources towards the development of tourism to derive these benefits. This course provides a basic understanding of tourism marketing and applies marketing principles towards destination marketing as a communication strategy.
The course investigates a range of approaches and issues associated with marketing destinations and the tourism experience. It also extensively explores the role of communication in tourism marketing to prepare students to effectively utilize marketing communication tools in marketing destinations and, second, use destinations to enhance a business or nation’s image effectively. Finally, it seeks also to understand, analyses, and design tourism’s core product: the tourism experience and discuss problems and solutions for new and traditional challenges.

Professional Communication
This module aims to introduce students to the main issues concerning communication in both written and oral genres in professional settings, with a focus in particular on issues in communication with customers. The module will familiarise students with the theoretical and methodological approaches used to study professional communication, equip them with the skills to reflect critically on professional communication events in a variety of contexts. Furthermore, it will develop their abilities as ‘professional communicators’ by applying theoretical concepts to practical examples (e.g. applying genre analysis of persuasive texts to writing advertising copy) and allow them to consult others on ‘best practice’ in professional communication.

Current Issues in International Business
This course equips students with conceptual and empirical insights necessary to discuss the causal relationships that unfold among the processes of trade liberalization, economic integration and globalization. In this context, this course offers an in-depth look into the roles of various actors involved with international business and their specific impact on shaping the business environment. The course exposes students to the political economy of the internationalization of business and offers a review of recent developments in the field. Students gain awareness and understanding of ethical challenges in international business. Through a focused analysis of case-studies the course illustrates theoretical debates with real-life examples. This course advances students’ knowledge of critical contextual issues shaping the international business environment and prepares them for higher level courses.

Leadership Theory & Practice
The Leadership Theory and Practice course aims to develop in students a critical appreciation of leadership theory and the role of leadership in practice in a range of organisational, social and cultural contexts.
The course critically examines the concept of leadership in organisations, explores major theoretical developments in how leadership is understood and provides opportunities for managers to reflect on real-life leadership issues.

The course is divided into eight modules. Having explored what ‘leadership’ is in the first module, the course then considers key developments in leadership theories and how they apply to modern organisations. Leadership is enacted differently depending on the context, and the course homes in on some example settings for practice, including creative industries and projects, to explore alternative approaches to leading. The role of leadership in setting and shaping organisational strategy is also explored, and contemporary issues of gender, culture and ethics are discussed. The course ends by considering how leaders and leadership can be developed and provides insights into current trends and future directions.

Project Management
This course provides the skills and knowledge required to plan, manage and close projects that achieve the goals and objectives on time, within cost and to the quality required, regardless of the line of business or industry. Topics covered include: project lifecycle; scope management and work breakdown structure; project scheduling using the critical chain approach; project resourcing; project control: managing project quality; planning and managing project risks; performance measurement and managing project teams.

Digital Marketing Essentials
This course takes an in-depth look at Internet social networks, social media platforms, and online advertising to offer students an advantage in many positions involving marketing, consulting, and brand management both on the buyer and seller side of social media. Topics will include exploring the theory of online marketing, social media technologies, and applications such as Facebook, blogs, Twitter, wikis, YouTube, etc. The emphasis of this course is on understanding consumers’ social interactions, the various social media channels available to marketers, how to build social marketing strategies, and how to track their effectiveness. Also, since social media is heavily technology-driven, the course shall cover relevant related aspects in digital marketing more broadly and emerging topics in electronic commerce, mobile marketing, and social media start-ups.

ENTRY REQUIREMENTS

  • Holders of a good first degree of at least 2nd class lower division or its equivalent from a recognized institutions in the relevant areas.
  • Possess a minimum of 2 years work experience for applicants who have at least 2nd class lower division in a non-related area.

NB:  All foreign qualifications and certificates will be subjected to GTEC assessment and approval

REQUIRED DOCUMENTS

For entry unto the MSc Communication and International Marketing Course, applicants should provide the following documents

  • Copy of Original University certificate (1st Degree)
  • Copy of Original Transcript
  • Copy of any National ID card e.g. Passport, Voter ID etc
  • Current CV showing at least 2 years working experience.
  • Two passport photographs

  FEES

  • Monthly Plan :Pay GHc 1,500 every month
  • Quarterly Plan : GHc 6,000 get a 5% discount on your last instalment
  • Upfront Payment: Make an upfront payment of Ghc18,000 and enjoy a 10% discount

  PROSPECTIVE START DATE : JANUARY 2023

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