Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication
Study Programme Details
City: | Dubai |
Country: | United Arab Emirates |
Admission Sessions: | Autumn Session, Summer Session, Spring Session |
Study Format: | Full Time |
Mode of Study: | Fully on Site |
About this Study Course
The Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication at AUE is meticulously designed to create unified and compelling market messages through a blend of marketing, advertising, personal selling, branding, and sales promotion strategies. This program offers a robust framework that merges local insights with global perspectives, ensuring students gain a comprehensive understanding of both national and international contexts.
From the nuances of regional digital media to the expansive views of international communication, students are immersed in a learning environment that values cultural inclusivity and cross-functional communication expertise. The academic foundation of this specialization emphasizes the pivotal roles of advertising and marketing, preparing students for dynamic careers in Integrated Marketing Communication.
Overview
The Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication at AUE equips students with the creative and analytical skills necessary to thrive in today’s dynamic marketing landscape. By fostering cultural and ethical intelligence, the program encourages students to develop innovative consultancy and market research solutions.
Graduates will master the tools of integrated marketing communication, applying these techniques to global media strategies and practices. The curriculum emphasizes the critical interpretation of advertising campaigns based on consumer behavior analysis, ensuring graduates can craft compelling messages that resonate across diverse audiences. This holistic education ensures students are adept at research, ethical practice, and effective communication in various settings.
Admission Requirements
- Holders of UAE Secondary School Certificate:
- Original copy of the General Secondary School Certificate, attested by the UAE Ministry of Education.
- Elite stream: 70%
- Advanced/Scientific stream: 75%
- General/literary stream: 80%
- Other streams (Technical, Vocational, Commercial): 80%
- Holders of American High School Diploma:
- Minimum average as stipulated in part (A).
- High School Diploma (grades 10, 11 & 12) attested by the UAE Ministry of Education.
- Certificate of equivalency from the UAE Ministry of Education.
- Holders of British System Certificate (IGCSE, GCSE):
- Total of seven (7) courses at O-level and AS/A2 level with a minimum grade of “C”.
- Courses should cover at least four of the following fields: Mathematics, Languages, Sciences, Social Studies and Humanities, Arts and Design.
- Holders of Senior Secondary School Certificates from schools within UAE based on Foreign Curriculums:
- Minimum average as stipulated in part (A).
- Certificate of Equivalency from the UAE Ministry of Education.
- International Students:
- Minimum average as stipulated in part (A) for direct admission.
- Certificate considered for admissions in public universities of the country where it was delivered.
- Certificate obtained after at least 11 years of schooling.
- Certificate includes at least 6 subjects covering Mathematics, Sciences, Languages, and Social Sciences & Humanities or Arts.
- Higher level certificate if applicable.
- Certificate of equivalency from the UAE Ministry of Education.
- English Proficiency:
- TOEFL ITP 500 or TOEFL iBT 61
- IELTS Academic 5.0
- EmSAT English 1100
- Pearson Test of English Academic (PTE Academic) 44
- Cambridge English: Advanced Test of English 41
- Principles of Advertising – [3 Credit Hours]
- Brand and Campaign Management – [3 Credit Hours]
- Global Media and Marketing – [3 Credit Hours]
- Consumer Experience – [3 Credit Hours]
- Digital Storytelling – [3 Credit Hours]
- Digital Media Management – [3 Credit Hours]
- Strategic Copywriting – [3 Credit Hours]
- Media Planning – [3 Credit Hours]
- Integrated Marketing Communication Research – [3 Credit Hours]
- Capstone Seminar – [0 Credit Hours]
- Capstone Graduation Project – [3 Credit Hours]
203,978 AED
Future Career Outcomes
Graduates of the Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication program at AUE are well-prepared for a diverse array of career paths. For example, alumna Fatima Hassan now excels as a Brand Strategist at a leading multinational company, where she drives innovative campaigns that connect with global audiences.
The program’s alignment with current industry demands ensures that graduates are equipped with the relevant skills to excel in the ever-evolving marketing and communication sectors. AUE’s focus on real-world applications and skills development provides a competitive edge in the job market, paving the way for successful careers in integrated marketing communication.