Bachelor of Arts degree program
4 Years (8 Semesters)
124 Credit Hours
Fall, Spring and Summer Semesters

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

IAA Accreditaiton
CUD is among an elite group of international institutions accredited by the International Advertising Association – the only global association that represents all areas of the marketing and communications industry. When you graduate from the Advertisement program, you will receive the IAA Certificate in Marketing Communications, which will set you apart as an industry-ready young professional in the global commercial communications sector. You will also benefit from a wide range of professional development opportunities, including the IAA’s exclusive educational resources; networking and interaction with global industry professionals; access to internship opportunities; and mentoring and career guidance through the IAA Young Professional support initiative.

Partnership with Memac Ogilvy

Memac Ogilvy
CUD has signed a memorandum of understanding, with Memac Ogilvy, one of the largest marketing communications networks in the world, to provide opportunities for students to access internships, professional lectures and mentoring from industry experts to nurture their career aspirations.

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