1 Executive Master in Marketing, Management, Communication and Media
3 A Bridge between Civilisations Paris-Sorbonne University Abu Dhabi offers a world-class diploma, Sorbonne education in Abu Dhabi, degrees granted by Paris, recognised worldwide and the ultimate step to an international career here in Abu Dhabi.
4 At a Glance THE PARIS-SORBONNE UNIVERISTY ABU DHABI S EXECUTIVE MASTER S DEGREE IN MARKETING, MANAGEMENT, COMMUNICATION AND MEDIA Are you thinking about expanding your qualifications through a Master s degree with a specialisation in Marketing, Management, Communication and Media? Do you wish to learn more about the significance of studying at Paris-Sorbonne University and how it will add value to your career? Here are a few salient features about the curriculum: INTERNATIONAL RECOGNITION The Paris-Sorbonne University Abu Dhabi provides the combined experience of two globally renowned French academic institutions - Paris-Sorbonne University, dedicated to Arts and Humanities, and CELSA Graduate School, one of the best French institutes for Marketing, Communication, Human Resources Management, and Media. This rich heritage of joint excellence is now available in Abu Dhabi, under the licence of the Ministry of Higher Education and Scientific Research of the United Arab Emirates (UAE), and is recognised worldwide thanks to the unique association with French universities. Through the combined expertise of Paris-Sorbonne University and CELSA Graduate School, we offer the following specific courses in Abu Dhabi: Marketing and Branding Human Resources Management International Communication Strategy Media Analysis and Strategy Human and Social Sciences applied to contemporary contents The above programmes are particularly sought-after in the professional world as it prepares students to excel in tandem with the fast pace of globalisation. This Master s degree is acknowledged as an Emirati and European qualification offering students access to the international job market and is equivalent to all aspects of the Paris degree. UNIQUE TEACHING APPROACH The Paris-Sorbonne University Abu Dhabi s Master s degree has a different and a much more extensive scope than similar degrees delivered elsewhere. You will learn to explore the most effective strategies and acquire the necessary skills to take on challenges that constantly surface in the current international marketplace. Lectures are delivered by university professors and by professionals selected for their expertise and teaching abilities, who already lecture for the Masters and MBA programmes at the CELSA Graduate School in France. Teaching alternates between general and theoretical knowledge and practical usage. Students will undertake individual and group projects, analyse case studies and perform valuable research. The small group size allows interactive teaching to enhance experience and also enables the constant exchange of practical information between faculty, students and personal tutors. Faculty To create a truly distinctive university experience for you, our Paris-Sorbonne University Abu Dhabi faculty team comprises distinguished professors and lecturers from Paris-Sorbonne and CELSA Graduate School. Our faculty members are eminent academicians who also possess sound pedagogical experience in diverse aspects of marketing, management, communication, and media. They will provide the same level of academic background and insight as they do in Paris. The Master s degree in Marketing, Management, Communication and Media will grant you direct access with prominent faculty and professionals who are internationally recognised in their respective fields. Academic team: Mrs. Karine Berthelot-Guiet, Professor - Dean of the CELSA Institute Mrs. Sophie Corbillé, Senior Lecturer CELSA Mrs. Hécate Vergopoulos, Senior Lecturer CELSA Course Schedule The course is held over 18 months with classes organised for three (3) days every two (2) weeks, usually full days on Saturday with evening classes on Sunday and Monday*. The schedule is carefully designed to suit the existing lifestyle of working professionals by concentrating the classes over short periods that will guarantee a real return on your time and effort. All our Master s Programmes are taught in English. *Class schedules are subject to change Networking Each class is expected to have a maximum of 30 students from different countries. A strict admissions selection procedure will guarantee the quality of the degree and will allow you to expand your personal network with high potential peers. Career Prospects There are enormous opportunities for Marketing, Management, Communication and Media professionals, on a regional and global level. The scope of experiential learning opportunities at Paris-Sorbonne University Abu Dhabi will give you a competitive edge in your career anywhere in the world.
5 Objectives of the programme A Master s degree in Marketing, Management, Communication and Media can remarkably expand your career opportunities in diverse fields across the world. In today s evolving marketplace, intelligent communication strategies and innovative m a r k e t i n g a p p r o a c h e s a r e i m p e r a t i v e i n enhancing individual and national development. With rapid globalisation in major international cities, the current economic factors face multiple challenges including changing consumption patterns, increasing competition between brands, retention of talented human resources, shifting media platforms, transforming trends in the digital age, socio-cultural issues and more. As a result, business firms and entities require their products and services to be aligned to the forces of change that affect their profitability and return on investment. To face these challenges, knowledge is a powerful weapon to outsmart the competition and develop effective marketing and communication strategies. This course will empower you to deal with challenges by discovering how to leverage consumer insights, identify strategic opportunities, shape brand perceptions, promote and protect brand equity by developing communications and media strategies, as well as track and measure results and progress using the right tools and methodologies. This cohesive multi-disciplinary programme covers varied topics crucial for your future career as an influencer and key player. Your decision-making skills will be enhanced as you simultaneously learn how to identify new market segments, develop content for different formats, establish distinctive brand positioning, draft HR policies and manage human assets, apply data to craft compelling messages, and seamlessly handle critical PR situations. By attending this course, you will emerge as a high-performer and be capable of: Analyse, from a globalisation perspective, business strategies and marketing issues, HR, communication and media policies; Develop a strategic and rigorous communications approach to address issues and engage audiences; Mobilise expertise and professional methodologies specific to business marketing, HR, communication and media Cross discipline courses with strategic and international vision The classes will combine theoretical knowledge, business, and professional and operational methodologies to expand your analytic and conceptualisation capacities, preparing you to work in an international and multicultural environment. The teaching methods integrate the humanistic perspective with professional knowledge, formed by experience and know-how developed in France and Europe. By integrating your marketing, management and communication skills you will determine the best approaches to adapt to changing industry trends across various communication platforms and media channels. Our graduates will emerge as creative and competent specialists well equipped to tackle challenges in the region and beyond. Potential Careers Graduates with a specialisation are eagerly sought-after career and this degree offers several pathways and some of the career options include: Communication professionals in PR, advertising and branding agencies or in public entities Human resource consultants within an enterprise, a public sector institution or a corporate firm Marketing professionals in a business organisation, Director of public affairs, Multimedia specialist, Project researcher and analyst, among others. Broad insight into the social and cultural changes that impact the business of marketing, human resources, communications and media with extensive emphasis in the social sciences;
6 Course Structure, 3) DECISION-MAKING SUPPORT TOOLS AND PROFESSIONAL METHODOLOGIES Modules Courses Faculty and You LANGUAGE AND COMMUNICATION These courses are an introduction to the French language and culture as well as professional presentation methods Media training Team management Negotiation This programme is divided into three parts featuring different modules. Examples of the modules are as follows: DECISION MAKING TOOLS This module proposes some decision-making support tools Business plan methodology Business game 1) COMMUNICATION AND ORGANISATIONAL THEORETICAL APPROACHES Modules Courses INFORMATION AND COMMUNICATION THEORIES AND SOCIAL SCIENCES This module trains students in social sciences and information and communication sciences. Theories of information and communication Organisations theories and sociology Socio-semiotics and consumption Anthropology of globalisation STUDIES ELABORATION AND RECOMMENDATIONS SUBMISSION This set of courses trains students on audit methods and diagnosis Qualitative studies Quantitative studies Brand audit and communication THESIS OUR STUDENTS We seek cultured, talented and committed personalities with a clear indication of their career objectives. All our students are ambitious and have high academic calibre. The Master s degree is aimed at working professionals with high potential employed within numerous industries, varying company sizes, from small businesses to multinational organisations. The students are typically in full time employment, and wish to switch careers by expanding their skillsets to enter a competitive international career path. COMMUNICATION STRATEGIES IN THE ECONOMIC AND SOCIAL ENVIRONMENT This module provides an overview of the international communication environment and its evolution. ORGANISATIONS, STRUCTURES AND FUNCTIONS This module is related to the administration and management of enterprises. Public Relations Digital innovation and transformation Management and financial strategies Financial assessment of enterprise and brand Business Strategy In addition to courses that will follow by periodic assessments, you must undertake research work applied in conjunction with one or more professional fields. This leads to writing a dissertation that will be argued before a jury at the end of the programme. 2) PROFESSIONAL SPECIALISATION IN MARKETING, MANAGEMENT, COMMUNICATION & MEDIA Modules Courses MARKETING These module trains students on the comprehension and management of the main issues related to international m a r k e t i n g, b r a n d e m p h a s i s, i n n o v a t i o n a n d emerging practices. MANAGEMENT AND HUMAN RESOURCES This set of courses trains students on local and international stakes and practices of HR management. Marketing strategies Advertising strategies Strategic planning Branding and innovation Brand design Enterprise strategies and HR policies Management and change management Skills management and HR strategies The MMCM programme was extremely beneficial to me both professionally and personally. The professors were exceptional and the university stands in a league of its own. I truly recommend this course to any individual who d like to learn and practice a more strategic form of communications especially those in professions where communications is vital, be it in negotiations, marketing, business development, or media & communications. As Communications is universal, you just learn strategic ways of adapting it to the different audiences and professions. In today s world where multiculturalism has become the norm, this course really provides you with relevant tools for harnessing a dynamic & strategic approach to a successful business in a converging world - Amna Al Romaithy, Alumni COMMUNICATION This module trains students to understand the stakes of communication for an organisation, enterprise or brand in an international context. Communication plan Crisis communication Enterprise creation and communication MEDIA These courses enables students to understand the main issues surrounding global, local and new media Adaptation, innovation and media Global media Worldwide and Middle East Media scene Media landscape in Gulf countries
7 Sorbonne University Abu Dhabi Advantages A HIGH LEVEL OF CONTINUOUS EDUCATION SCHEME NOW AVAILABLE IN ABU DHABI PARIS-SORBONNE UNIVERSITY ABU DHABI stands for excellence in education and our students graduate equipped with the essential abilities required for competing in a growing and open economy. Established in the 13th century, Paris-Sorbonne possesses a rich legacy that is widely acclaimed an international level. In May 2006, HH Sheikh Khalifa bin Zayed Al Nayhan issued Law. (14) of 2006 establishing the Paris-Sorbonne University Abu Dhabi. Wholly owned by ADEC, Sorbonne Abu Dhabi s new state-of-the-art campus, with a capacity for up to 2,000 students, enhances educational opportunities in Abu Dhabi in partnership with some of the world s leading academic institutions and offers undergraduate and postgraduate degrees in Social Science and Art, Law and Economics and Business Management disciplines. Offering Master s degree in MMCM is a significant contribution to the tertiary level education programmes available in Abu Dhabi. Aligned to Emirates Vision and in response to the escalating market demands, Paris-Sorbonne University Abu Dhabi is committed to deliver the future Emirati and international workforce and contribute to UAE s economic diversification by offering degrees that support this development. We will work towards advancing and nurturing the local talent pool and assist in their seamless integration into organisations through constant training, research, sponsorship and various educational and cultural initiatives. Paris-Sorbonne University Abu Dhabi also involves neighbouring universities and socioeconomic entities to further the socioeconomic development and academic excellence of the UAE. Another important feature of Paris-Sorbonne University Abu Dhabi s mission is forming sustainable partnerships with enterprises in the UAE and the region. Paris-Sorbonne University Abu Dhabi regards robust interaction with companies an indispensable element of the Master s Programme. From the beginning, we will endeavour to strike a balance between academic accomplishment and first-hand experience for our students. Paris-Sorbonne Abu Dhabi has a unique multicultural atmosphere with over 800 students from all over the world. This holds particularly true for the MMCM programme with students arriving from Japan, Germany, Italy, Malaysia, Pakistan and beyond. The Abu Dhabi campus recreates the authentic feel of an academic experience equivalent to the one in Paris and the university s original architecture is inspired by the historical shape of the dome in Paris-Sorbonne. Furthermore, the university has the added advantage of small groups and individual tutorship to ensure every student receives dedicated attention. Paris-Sorbonne Abu Dhabi has state-of-the-art facilities, student dormitories, innovative classroom equipment and technology, excellent sports facilities, and a library hosting over 100,000 books, with an access to more than 80,000 e-books. Students of our Master programme in Marketing, Management, Communication and Media will benefit from the combined experience and expertise of professors and professionals from Paris-Sorbonne and CELSA Graduate School.
8 Sorbonne University Abu Dhabi Advantages CELSA Graduate School Established in 1957, and attached to the Paris-Sorbonne University, this graduate school is dedicated to the higher studies of information and communication sciences. CELSA trains top professionals for companies covering communication, marketing and advertising, and human resources in relation to multicultural environments. The School also trains journalists and media staff. A pioneer establishment at the time, CELSA is still the foremost reference training ground for those disciplines. It is noted for its innovative teaching methods, and its alumni, specialists or generalists are highly thought of for their grounding in analytical skills, their intellectual independence and their flexibility. Some facts and figures (2014): CELSA trains about 1,000 students every year at all levels The competitive entrance examination had 3,983 candidates for only 487 places 80% of the alumni find employment within 2 months of their degree award Over 400 professionals, in all disciplines, deliver lectures and teach classes The School hosts a research centre dedicated to information and communication sciences Over 750 alumni participate in the old boys association More information available on The School develops many partnerships with companies and universities in various countries.
9 Practical Information Deciding to study at Sorbonne Abu Dhabi will offer you a unique experience. Enrolling here is a demonstration that you are choosing excellence and international outlook. On our campus, you will, beyond developing your knowledge, enhance your understanding of the present modern world, and you will master the practical tools needed for your future professional life - investing in the best approach to successfully access your future employment prospects. ADMITTANCE CRITERIA This is a 18-month Master 2 programme. Therefore, candidates are required to have a minimum of 4 years of study in Higher Education. English language knowledge (written and oral) is mandatory. French language knowledge is a plus but not mandatory. All candidates must have: Minimum age (26) 3 years professional experience An existing degree granted after a minimum of 4 years education cycle ADMITTANCE PROCEDURE STEP 1 - PROVISION OF DOCUMENTATION All candidates must provide a file (in French or in English, or an official translation in either language) with the documents listed below. These files will be vetted by the CELSA teaching committee: 6 ID photos Photocopy of passport Detailed resume Letter (2 pages maximum) explaining objectives and ambitions A copy of your high school diploma (Baccalauréat) or any other secondary diploma (12th grade, A level certificate) Proof of existing degree Demonstration of professional experience by providing present and/or past employers statement(s), identifying employment(s) duration(s) and function(s) by showing salary slips. If applicable, a request for entry under the professional validation scheme. If available, a French language and/or English proficiency certificate (DELF, DALF, TOEFL) This interview will be similar to a recruitment interview and will cover the candidate s motivations, careers expectations and experience in the degree area. The interview request will have further details including the location and time. FEES AND FINANCIAL DOCUMENTS As part of your application procedure, we require certain financial documents as stipulated below: A letter from your employer, dated no less than two months, stating your job profile and remuneration (if you are not employed, we will require a similar letter from your parents who are employed) OR A recent bank statement stating your financial credentials. As the tuition and associated costs are different for every programme, please visit our website for a detailed overview of fees, deadlines, payment structures, procedures and refund policies. For your convenience, and based on the Master s programme, your fees can be paid on an installment basis with pre-set deadlines. For more information, please consult the relevant section on our website: ASSESSMENTS AND GRADUATION CRITERIA Throughout the year, there will be frequent assessments and valuations of all students through group assignments. You will be also evaluated on your individual assignments, final exams, presentations, reports and examinations which usually take place throughout the duration of the course. For all classes, attendance is mandatory and it is important that all students are always punctual and observe university regulations at all times. MASTER S THESIS You will be required to submit a thesis based on research. STEP 2 ACCEPTANCE, AFTER INTERVIEW Shortlisted candidates will be required to attend an interview by a joint committee of faculty members and professionals.
10 Paris-Sorbonne University Abu Dhabi Campus
11 To apply: Tel: /666/330 Fax: Paris-Sorbonne University Abu Dhabi PO Box Abu Dhabi United Arab Emirates