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Bachelor of Business Administration in Digital Marketing CommunicationsBack

Program Overview and Objectives

Digital technology has revolutionized the marketing landscape and employers from all sectors of business are seeking out graduates with digital marketing skills to give their companies a leading edge. 

This program offers an interdisciplinary major, combining technology, social media, marketing, advertising and communication to prepare you to work in this influential industry. You will develop an awareness of the current practices in digital marketing and get first-hand experience of the issues in today’s digital marketing environment. 

You will be guided through the complex and dynamic nature of digital marketing surrounding the development of creative concepts, digital marketing communication strategies, brand management, market research, digital campaigns, critical analysis and how to measure digital effectiveness.
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

    University Requirements: 39 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    ARL 100 (A) Communication Skills in Arabic I No Prerequisite 3
    ENG 100 English I No Prerequisite 3
    ENG 200 English II ENG 100 (C grade) + UNS 102 3
    ENG 300 Technical Communications for Business and Humanities 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 200 3
    PSY 201 General Psychology UNS 102 + ENG 100 3
    SOC 201 UAE & GCC Society UNS 102 + ENG 100 3
    UNS 102 University Study Skills No Prerequisite 3
    CRT 301 Critical Thinking UNS 102 + ENG 200 3
    STT 100 General  Statistics No Prerequisite 3

    College Requirements: 45 Credit Hours

    COURSE CODE COURSE TITLE PREREQUISITE CREDIT HOURS
    ACC 200 Principles of Financial Accounting ENG 200+ ITE 100+(MTG 100 or MTT 101 or MTT 102) 3
    ACC 201 Principles of Managerial Accounting ACC 200 3
    BUS 102 Introduction to Business ENG100 prereq + UNS102 coreq  3
    BUS 301 Business Law ENG 300 3
    BUS 204 Business Research Methods STT 100 3
    BUS 306 Applied Management Science MGT 200+ STT 100+ ECO 201 3
    ECO 201 Principles of Microeconomics ENG 200+( MTG 100 or MTT 101 or MTT 102) 3
    ECO 202 Principles of Macroeconomics ENG 200+( MTG 100 or MTT 101 or MTT 102) 3
    FIN 200 Principles of Finance ACC 200 3
    MGT 200 Principles of Management ENG 200 3
    MGT 308 Operations Management MGT 200+ MIS 200+co-requisite BUS 200/204 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 200 + 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 444 Independent Study in Marketing Consent of Dept. 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
  • 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.

     

  • 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
  • Fees and Scholarships

    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.



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