Program overview
The Bachelor of Arts in Communication – Advertising and Integrated Marketing Communications program is designed to develop your flair for creative communication to enter the exciting and dynamic world of modern advertising. You will acquire a solid foundation in the practical use of qualitative and quantitative research methodologies and skills, such as copy writing, planning and design, and will develop the knowledge and professional competencies to enter roles in both traditional and online advertising.
Program benefits
CUD's Bachelor of Arts in Communication – Advertising and Integrated Marketing Communications will teach you how to publish, edit, produce and research advertising content within the local and international marketplace. This will prepare you to enter the industry in positions that employ both traditional and electronic media, in all aspects of the advertising process, from the pitch to the execution of a campaign.
IAA Accreditation

Partnership with Memac Ogilvy

Graduate careers
As a graduate of the Bachelor of Arts in Communication – Advertising and Integrated Marketing Communications program, you will have the qualification and skills to pursue career opportunities such as:
- Copywriter
- Creative Technologist
- Editorial Photographer
- Graphic Artist
- Graphic Designer
- Account Manager
- Advertising Campaign Manager
- Advertising Sales Director
- Broadcast Account Manager
- Creative Director
- Digital Advertising Manager
- Events Manager
- Marketing Manager
- Media Director
- Online Advertising Manager
- Promotions Manager
- Sales Manager
- Social Media Advertising Manager
- Ad Creation and Sales
- Production Manager
- Brand Manager
- Creative Designer
- Communication Planner
- Digital Advertiser
Program Structure
The structure of the Bachelor of Arts Program in Communication is shown in the following Table:
Requirements | Compulsory Credit Hours |
Elective Credit Hours |
Total Credit Hours |
---|---|---|---|
General Education Requirements | 24 | 6 | 30 |
Department of Communication Requirements | 52 | 6 | 58 |
Major Requirements | 24 | 12 | 36 |
Total | 100 | 24 | 124 |
General Education Requirements
General Education Requirements consist of 30 credits out of which 24 credits are for Compulsory Courses. Every student is required to complete the 9 compulsory courses in English Language, Mathematics, Applications of Computer Software, Innovation, Islamic Culture and Arabic Language, given in Panel A1, and 1 course from the list of elective courses in Humanities , given in Panel A2, and 1 course from the list of Science Courses given in Panel A3.
Panel A1: List of Compulsory General Education Courses (24 credit hours)
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
LNG | 171 | English I | None | 3 |
LNG | 172 | English II | LNG-171 | 3 |
MTH | 101E | Statistics | None | 3 |
GED | 101E | Applications of Computer Software | None | 3 |
GED | 198E | Islamic Culture | None | 3 |
GED | 199E | UAE Society | None | 3 |
GED | 196E | Communication Skills in Arabic (1) | None | 3 |
ENT | 141 | Fundamentals in Innovation and Entrepreneurship 1 | None | 2 |
ENT | 142 | Fundamentals in Innovation and Entrepreneurship 2 | ENT-141 | 1 |
Total | 24 |
Panel A2: 1 course to be completed from following list of Humanities Courses
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
GED | 110E | Modern Art Appreciation | None | 3 |
GED | 111 | Music Appreciation and Communication | None | 3 |
GED | 205E | Psychology in Everyday Life | LNG-172 or LNG-182 | 3 |
GED | 252E | Critical Thinking | LNG-172 or LNG-182 | 3 |
GED | 324E | Ethical Reasoning for Today’s World | LNG-172 or LNG-182 | 3 |
GED | 330 | Introduction to Canadian Studies | None | 3 |
Panel A3: 1 course to be completed from following list of Science & Technology Courses
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
BIO | 101 | Human Biology | None | 3 |
SHS | 103 | Chemistry | None | 3 |
GED | 125E | Ecosystems and Human Health - I | None | 3 |
ENV | 201 | Principles of Environmental Sciences | None | 3 |
GED | 132E | Science and Technology in Society | None | 3 |
Department of Communication Requirements (58 credits)
All students who will enroll in BA program in Communication must complete the compulsory 19 courses (52 credit hours), given in Panel B1, and 2 courses( 6 credit hours) from the list of courses of Panel B2, independently of their specialization.
Panel B1: List of compulsory Department of Communication courses
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
MCM | 100 | Introduction to Mass Communication & Media Studies | None | 3 |
MCM | 110 | Communication Theories & Media Effects | MCM 100 | 3 |
MCM | 115 | Media in the UAE | MCM 100 & GED-199 | 3 |
MCM | 130 | Media Ethics and Laws | MCM-100 | 3 |
MCM | 140 | Communication Research Methods | MTH-101 | 3 |
MCM | 200 | Writing for Mass Media | MCM-100 & LNG-172 | 3 |
MCM | 210 | Media Sociology | MCM-110 | 3 |
MCM | 215 | Audiovisual Production | None | 3 |
MCM | 240 | Media Management | MCM-100 | 3 |
MCM | 250 | Digital Imaging | None | 3 |
MCM | 335 | Digital & Online Marketing | MCM-100 | 3 |
MCM | 311 | Media and Politics | None | 3 |
MCM | 330 | Multi-Platform Storytelling | MCM-200 & 215 | 3 |
MCM | 400 | Comparative Global Media Systems & Policy | MCM-240 | 3 |
MCM | 431 | Media Internship I | 81 credits and Min 2 CGPA | 1 |
MCM | 420 | Modern World History | MCM 100 | 3 |
GED | 272 | Fundamentals of Public Speaking | LNG-172 | 3 |
ENT | 241 | Entrepreneurship I | ENT-142 | 2 |
ENT | 242 | Entrepreneurship II | ENT-241 | 1 |
Total | 52 |
Panel B2: 2 courses to be completed from following list of elective courses
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
MCM | 300 | Sustainability Branding | MCM-100 & 200 | 3 |
MCM | 305 | Intercultural & Business Communications | MCM-200 | 3 |
MCM | 410 | Literary and Artistic Criticism | MCM-200 | 3 |
MCM | 440 | Cinema Studies | MCM-100 & MCM 215 | 3 |
Advertising and Integrated Marketing Communications Major Requirements
All students who will select Advertising and Integrated Marketing Communications Major must complete the 8 compulsory Major courses (24 credit hours), given in Panel D1, and 4 courses from the list of elective courses given in Panel D2.
Panel D1: List of compulsory courses of Advertising and Integrated Marketing Communications Major
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
AIMC | 200 | Principles of Advertising and Integrated Marketing Communications | None | 3 |
AIMC | 210 | Audience Perceptions and Insights | MCM-110 & (AIMC 200 or PRA 200 or DMP 200) | 3 |
AIMC | 220 | Research, Measurement and Metrics | MCM-140 & AIMC-200 | 3 |
AIMC | 305 | Rhetoric and Strategic Writing | MCM-200 & AIMC-200 | 3 |
AIMC | 315 | Creative Advertising Strategies | MCM-250 & AIMC-200 | 3 |
AIMC | 418 | Communication and Media Planning Strategies | DMJ 220 or AIMC 220 or PRA 220 | 3 |
AIMC | 425 | AIMC Capstone Project | AIMC-418 | 3 |
AIMC | 430 | E-Portfolio & Internship II for AIMC | MCM-431 | 3 |
Total | 24 |
Panel D2: 4 courses (12 credit hours) must be completed from the following list of courses
Course Code | Course Title | Pre-requisite | Credit Hours | |
---|---|---|---|---|
DMJ | 305 | Graphics for Digital Media & Journalism | MCM 250 | 3 |
DMJ | 317 | Digital Photography | MCM 250 | 3 |
DMP | 210 | Digital Media Production | MCM 250 | 3 |
MKT | 230 | Professional Selling | AIMC 210 or MKT 208 | 3 |
PRA | 310 | Brand Value and Reputation Management | PRA 200 or AIMC 200 | 3 |