عربي

Bachelor of Business Administration in Digital Marketing CommunicationsBack

Program Overview and Objectives

Delivery type Duration Language Intakes Study location
Day and Evening Full-time: 4 years English Fall, Winter, Spring, Summer Available at Abu Dhabi, Al Ain,
Al Dhafra Region (Subject to CAA approval) 
Digital Marketing Communication is an interdisciplinary major that combines marketing, social media, information technology, advertising, and communication that prepares graduates to work in all business sectors and industries. The Digital Marketing Communication major prepares you to acquire knowledge and skills needed to start-up your own business in digital marketing, social media marketing or to work as part of a team in large organizations.  Digital media and the online environment have fundamentally altered the operations of businesses around the globe over the last decade. Digital marketing is now integral to all aspects of the marketing and business growth. The traditional advertising and promotion models are being rapidly replaced by online communications modes through mobile, website, social media channels and other evolving on line channels. Such changes increase the need for highly qualified graduates with relevant knowledge and skills in the field of digital marketing communication..

Accreditation 
This program is nationally accredited by the Commission for Academic Accreditation at the UAE’s Ministry of Education - Higher Education Affairs. Additionally, the program is internationally recognized and accredited by the following bodies.

The Western Association of Schools and Colleges (WASC) is one of the most prestigious academic bodies responsible for the accreditation of public & private universities, colleges, secondary & elementary schools in the USA & foreign institutions The Association to Advance Collegiate Schools of Business –AACSB, is the global accrediting body for business schools offering undergraduate and postgraduate programs.  EQUIS is the leading international system of quality assessment, improvement and accreditation of higher education institutions in management and business administration, created and run by the 'European Foundation for Management and Development -EFMD'


  • Learning Outcomes

    • Analyze data collected about consumer markets and buyer behavior through websites in order to improve product design, set appropriate prices and offers, create better advertisements, choose the appropriate way for product distribution, and track what people say about your brand to enable your company to effectively manage its brand image.
    • Conduct marketing research, analyze research results and recommend marketing strategies on the basis of the research results such as testing two forms of 3D products on a website to decide which one works better.
    • Design and implement digital marketing communication strategies that allow you to utilize social media platforms such as Facebook, Twitter, Instagram and your business website to determine your customer needs/wants, spread positive word about your products, and optimize your website to have a high rank in search engine results.
    • Develop sustainable marketing activities that are socially and environmentally responsible to meet both the immediate and future needs of customers and the company.
  • Curriculum

    TOTAL CREDITS: 120 Credit Hours

    Degree Requirements Total Credit Hours: 120
    General Education Requirements 39 credit hours
    College Requirements 45 credit hours
    Major Requirements 21 credit hours
    Major Electives 3 credit hours
    Open Electives 12 credit hours

    University Requirements: 39 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    ARL 100 (A) Communication Skills in Arabic I No Prerequisite 3
    CRT 301 Critical Thinking UNS 102 + ENG 200 2
    ENG 200** English II **English Proficiency Specified Score/ENG100 (C grade) + coreqUNS 102 3
    ENG 300 Technical Communications for Business and Humanities ENG 200 3
    INE 300* Fundamentals of Innovation and Entrepreneurship ENG 200 3
    ISL 100 (A) Islamic Culture No Prerequisite 3
    ITE 100 Introduction to Information Technology Applications No Prerequisite 3
    MTG 100 College Mathematics No Prerequisite 3
    NSC 201 Natural Sciences No Prerequisite 3
    PHI 300 Professional Ethics ENG 105 3
    PSY 201* General Psychology Co req UNS 102 + ENG 100 3
    SOC 201* UAE & GCC Society Co req UNS 102 + ENG 100 3
    STT 100 General  Statistics No Prerequisite 3
    UNS 102 University Study Skills No Prerequisite 1

    College Requirements: 45 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    ACC 200 Principles of Financial Accounting ENG 105+ MTB 101 +ITE100 3
    ACC 201 Principles of Managerial Accounting ACC 200 3
    BUS 102* Introduction to Business ENG 200 coreq + UNS 102 coreq 3
    BUS 301 Business Law ENG 300 3
    BUS 204 Business Research Methods BUS 102 + STT 100 3
    BUS 306* Applied Management Science MGT 255 + STT 100+ ECO 201 3
    ECO 201 Principles of Microeconomics ENG 200+( MTG100 or MTT101 or MTT102) 3
    ECO 202 Principles of Macroeconomics ENG 200+( MTG 100 or MTT 101 or MTT 102) + BUS 102 3
    FIN 200 Principles of Finance ACC 200 3
    MGT 255 Management and Organizational Behavior PSY 201 + ENG 200 3
    MGT 308* Operations Management MGT255 + MIS200+co-requisite BUS200/204 3
    MGT 406 Strategic Management Last Semester only 3
    MIS 200 Introduction to Management Information Systems ITE 100 + ENG 200 3
    MKT 200 Principles of Marketing ENG 200 3
    MGT 402* International Business Management MGT 255 + ECO 202 3

    Major Requirements: 21 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    MKT 301 Consumer Behavior MKT 200 + ENG 300 3
    MKT 305 Marketing Research MKT 200 + BUS 204 3
    MKT 314 Communication Strategy in Advertising
    MKT 200
    3
    MKT 399 Internship/Project in Marketing Consent of Dept. 3
    MKT 402 E-Marketing and Social Media
    MKT 200 + MIS 200
    3
    MKT 414 E-Business Junior Level 3
    MKT 415
    Advanced E-Business Application Design
    MKT414
    3

    Major Electives (Select one Course): 3 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    MKT 303
    Retail Marketing MKT 200 3
    MKT 304 Marketing Communication MKT 301 3
    MKT 401 International Marketing MKT 200+ECO 202 3
    MKT 405 Service Marketing MKT 200 3
    MKT 499 Special Topics in Marketing Consent of Dept.+ MKT 200 3

    Open Electives: 12 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    OE 1 Open Elective I No Prerequisite 3
    OE 2 Open Elective II No Prerequisite 3
    OE 3 Open Elective III No Prerequisite 3
    OE 4 Open Elective IV No Prerequisite 3
    • Completion of  three (3) Major Requirement Courses  plus ninety (90) credit hours to be eligible for Internship course (ACC 399-I) .
    • College Requirement courses in COBA are offered in both Fall & Spring Semesters.
    • Students from the old plan who are not required to take BUS102, should have a total of 4 open electives “ 
    • ** English Proficiency Specified Score: Score of 1250+ & B2 (CEFR) in Writing Component for EmSAT or/ 5.5 overall average & 5.5 specific score in Writing Component for IELTS, equivalent in other EPT
    • *Effective FALL17-18
  • Entry Requirements

    Abu Dhabi University accepts applications on a rolling basis throughout the year, with intakes in the Fall, Winter, Spring, and Summer semesters. 

    Entry Requirements for Direct Admission


    1. Secondary School Certificate:

    Type of Secondary School Certificate Requirements
    Ministry of Education Schools- General Track

    Ministry of Education Schools- Advanced Track

    Abu Dhabi Education Council Track
    • Achieving the minimum average of 75% on completing grade 12 
    Indian Senior Secondary Certificates (CBSE), or State Board Examinations, or Indian School Certificates awarded by ICSE
    • Achieving the minimum average of 45% on completing grade 12
    British System (IGCSE & GCE)
    • Completing a total of 7 subjects from either IGCSE level or AS/A2 levels, in at least 4 of the following fields: Mathematics, Languages, Sciences, Social Studies and Humanities, Art and Design; with a minimum required grade of C for the IGCSE level subjects, D for the AS Levels, and E for A2 subjects.
    • Successfully provide evidence / certificate of completing at least 11 years of schooling.
    Canadian & American High School Diplomas
    • Achieving the minimum average of 75% on completing grade 12 or its equivalent of overall average C+ grade or 2.5/ 4.0
    International Baccalaureate Diploma
    • Successfully completing 6 subjects, with at least 2 at the higher level (HL) and a minimum total of 24 points.
    2. English Language Proficiency Requirements: for programs taught in English, a minimum score range of 1100 - 1225 on the English language portion of the EmSAT examination, or its equivalent on other national or internationally-recognized tests that are approved by the CAA, such as TOEFL scores of 173 CBT (Computer-Based Test), 61 IBT (Internet-Based Test), 500 PBT (Paper-Based Test), or 5.0 IELTS (taken at Amideast), or their equivalent.

    We also welcome applications from international students with a variety of secondary school certificates, and grades from other educational systems across the world, so long as they are recognized, and meet the conditions stipulated by the UAE’s Ministry of Education- Higher Education Affairs. For more information on the entry requirements for international students, please visit Undergraduate International Admission.

    For the complete list of accepted secondary school certificates download Recognized Secondary School Certificates.

    Applicants with grades and English Language Proficiency Test scores that don’t match the above requirements may be granted exceptions for conditional admission, dependent on their successful completion of required coursework or meeting specified criteria. For further guidance on conditional admission to any of ADU’s undergraduate programs, visit Undergraduate Conditional Admission.

    Undergraduate students may apply for credit transfer for courses taken prior to joining Abu Dhabi University only once, when they first apply for admission. For more information on requirements for credit transfer, visit Undergraduate Transfer Students.

    or call toll free +9712 800 ADYOU (23968)

    or email admissions@adu.ac.ae for Abu Dhabi and Al Ain campuses

    or click here to download ADU’s undergraduate programs catalogue

  • College Requirements

    Requirements Credit Hours
    University Requirements 39 credit hours
    College Requirements 45 credit hours
    Major Requirements 21 credit hours
    Major Electives 3 credit hours
    Open Electives 12 credit hours
    Total 120 credit hours
  • Career opportunities

    Digital marketing is a cutting-edge marketing sector with unlimited potential. It is an integral part of the marketing strategies organizations must implement to compete in a dynamic commercial environment. 

    Graduates of this program are able to pursue careers in web design and digital marketing, media development and advertising, online community management, social media marketing and management and digital planning and strategy.

     

  • Fees

    UNDERGRADUATE TUITION AND FEE RATES
    Academic Year 2017-2018

    TUITION STRUCTUREAED Per Credit Hour for College/Department Requirement
    Arts & Sciences AED 1,440
    Business AED 1,620
    Engineering AED 1,780
    Other Engineering Programs (BSc in Aviation and BSc in Civil Engineering) AED 1,890
    Law AED 1,440
    University College AED 1,440
    FeesAED
    Admission Application Fee (Non-refundable) AED 300
    Registration Fee (Non-refundable; Paid once upon admission) AED 2,850
    Fall/Spring Winter/Summer
    Late Registration/Payment 500 500
    Student Services 350 175
    Healthcare Services 120 60
    Transportation - Door to Door (Optional) 3,700 1,850
    Transportation - Drop-Off Point (Optional) 2,400 1,200
    Institutional TOEFL+ Writeplacer (Optional) 585
    IELTS Exam (Optional) 945
    Accommodation FeesAED
    Fall/Spring Winter/Summer
    Private 12,500 3,800
    Semi-private 9200 2800
    Double 6700 2000
    Double with Shared-bath 5400 1700

    Note:  Abu Dhabi University reserves the right to make changes affecting tuition and other fees during the fiscal year.



Reach Us

Abu Dhabi Campus - P.O Box 59911, Abu Dhabi, UAE
Al Ain Campus - P.O Box 1790, Al Ain, UAE
Dubai Campus - P.O Box 410896, Dubai, UAE
International Students: +971 2 5015555 (Call Center)
Toll Free Number: 800-ADYOU (800-23968)

Stay Connected:

© 2018 Abu Dhabi University. All rights reserved.