American University in the Emirates
Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication
Dubai, United Arab Emirates
BA
DURATION
8 semesters
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
STUDY FORMAT
On-Campus
Key Summary
About: The Bachelor of Arts in Media and Mass Communication with a specialization in Integrated Marketing Communication at the American University in the Emirates is accredited by the UAE Ministry of Education and follows an American credit-hour programme. It teaches unified messaging across marketing and advertising, blending local and international perspectives on digital media, cultural inclusivity and cross-media communication. The specialization builds creative thinking, cultural and ethical intelligence, consultancy and market-research skills, and critical understanding of IMC theories to interpret advertising campaigns through consumer behavior analysis.
Career Outcomes: Students pursue roles such as marketing manager, digital marketer and PR specialist.
Selling is Believing
Integrated Marketing Communication is designed to provide a unified targeted market message, through tools such as marketing, advertising, personal selling, branding, and sales promotion.
This program is delivered both with a local and international framework giving students the opportunity to gain an appreciation of national and international perspectives on many aspects of professional life. This includes awareness of regional and international digital media context, cultural inclusivity, exposure to international communication and marketing perspectives, and familiarity with the crossover of various types of communication. The academic bedrock of this specialization allows a clear understanding of communication roles in advertising and marketing in the context of a career-oriented choice of ‘Integrated Marketing Communication’ for students.
IMC specialization allows students to:
- Think creatively providing cultural and ethical intelligence, consultancy, and market research solutions.
- Demonstrate a critical understanding of integrated marketing communication tools.
- Comprehend and apply the theories of IMC to global media strategies and practice.
- Interpret advertising campaigns and strategies based on consumer behavior analysis.
The American University in the Emirates is accredited by the UAE Ministry of Education
43 Courses | 126 Credit hours
General Education Course
A: Languages and Communication Studies
The student selects 12 credit hours (4 courses) from the list below
- University Life - [3 Credit Hours]
- Academic Writing 1 - [3 Credit Hours]
- Academic Writing 2 - [3 Credit Hours]
- Introduction to Research - [3 Credit Hours]
- Arabic Composition - [3 Credit Hours]
- Arabic for Non-Arab - [3 Credit Hours]
- Communication Skills in Arabic - [3 Credit Hours]
B: The Natural sciences
The student selects 3 credit hours (1 course) from the list below
- Natural Science - [3 Credit Hours]
- Sustainable Energy - [3 Credit Hours]
- Environmental Science - [3 Credit Hours]
- Physics - [3 Credit Hours]
C: The social or behavioral sciences
The student selects 27 credit hours (9 courses) from the list below
- General Psychology - [3 Credit Hours]
- Innovation and Entrepreneurship - [3 Credit Hours]
- Introduction to Social Science - [3 Credit Hours]
- Introduction to Political Science - [3 Credit Hours]
- Introduction to Sociology - [3 Credit Hours]
- Introduction to Anthropology - [3 Credit Hours]
- Introduction to Geography - [3 Credit Hours]
- Human Rights - [3 Credit Hours]
- Microeconomics - [3 Credit Hours]
D: Information Technology or Quantitative
The student selects 3 credit hours (1 course) from the list below
- General Mathematics - [3 Credit Hours]
- General Statistics - [3 Credit Hours]
- Intro To Computer System - [3 Credit Hours]
- Math for Business - [3 Credit Hours]
E: The Humanities or Arts
The student selects 12 credit hours (4 courses) from the list below
- Contemporary Arab Art - [3 Credit Hours]
- Introduction to Philosophy - [3 Credit Hours]
- Middle East History - [3 Credit Hours]
- World History - [3 Credit Hours]
- American Literature - [3 Credit Hours]
- History of Islamic Art - [3 Credit Hours]
F: Islamic Studies
The student selects 3 credit hours (1 course) from the list below
- Islamic Culture - [3 Credit Hours]
- Islamic Civilization - [3 Credit Hours]
G: UAE Studies
The student selects 3 credit hours (1 course) from the list below
- UAE and GCC Society - [3 Credit Hours]
Core Course
- Introduction to Mass Communication - [3 Credit Hours]
- Understanding Public Relations - [3 Credit Hours]
- Fundamentals of News - [3 Credit Hours]
- Introduction to Social Media - [3 Credit Hours]
- Introduction to Multimedia Production - [3 Credit Hours]
- Pre-Internship - [0 Credit Hours]
- Internship - [3 Credit Hours]
- Public Opinion and Propaganda - [3 Credit Hours]
- Organizational Communication - [3 Credit Hours]
- Mass Communication Theory and Practice - [3 Credit Hours]
- Photojournalism - [3 Credit Hours]
- Editing for the Mass Media - [3 Credit Hours]
- Media Law and Ethics - [3 Credit Hours]
- Writing for the Mass Media - [3 Credit Hours]
Specialization Course
- Principles of Advertising - [3 Credit Hours]
- Global Media and Marketing - [3 Credit Hours]
- Digital Media Management - [3 Credit Hours]
- Media Planning - [3 Credit Hours]
- Capstone Graduation Project - [3 Credit Hours]
Free Electives
3 Courses | 9 credit hours
Based on Interest
- Design courses
- Education courses
- Business administration courses
- Security & global studies courses
- Information technology courses
- Computer sciences courses
Support Field of Study
- Radio & tv courses
- International relations courses
- Public relations courses
Attendance
Student builds the schedule based on available offered courses in the registered semester
- Demonstrate the ability to know, evaluate and apply basic mass communication messages in the communication theories.
- Effectively communicate with others in interpersonal, small group and public speaking situation.
- Capable to use appropriate research methods to answer relevant questions.
- Demonstrate sensitivity to the ethical issues to their practice.
- Apply IMC principles, procedures and strategies.
AUE offers a wide range of scholarships and discounts intended to support students in continuing their education. There are many types of grants (High School, sibling, athletic, corporate, peer, University grant).
