Undergraduate Programs

Bachelor of Business Administration in Marketing

The Bachelor of Business Administration in Marketing introduces students to the world of marketing as a dynamic discipline, integrating core marketing principles and theory. The curriculum equips students with key marketing knowledge and skills that are essential to excel in marketing organizations as managers and practitioners. The program emphasizes analytical and creative skills to prepare students for a business environment in which data and human creativity play a prominent role. The program is aligned with emerging trends in the business world including digitalization, artificial intelligence, and sustainability so that graduates can seamlessly fit into industry. The curriculum integrates theoretical knowledge with practical applications, equipping students to succeed in managerial and practitioner positions both in the UAE and outside it. In summary, through this program, students acquire key theoretical and practical marketing knowledge that spans all the major functions in marketing, including consumer behavior, advertising, branding, marketing research, and digital marketing.

Program Objectives

• Graduates will develop the ability to craft and deliver persuasive marketing messages tailored to diverse audiences, leveraging both digital and traditional communication channels.
• Graduates will gain expertise in analyzing market trends, consumer behavior, and business challenges to create data-driven marketing strategies that foster business growth and competitiveness.
• Graduates will demonstrate leadership and teamwork skills in managing cross-functional marketing teams, driving branding initiatives, and executing impactful marketing campaigns.
• Graduates will learn ethical responsibility and social awareness, ensuring graduates develop marketing strategies that align with corporate social responsibility, sustainability, and global consumer protection standards.
• Graduates will acquire in-depth knowledge of digital marketing, branding, and analytics, equipping them with the ability to integrate emerging technologies into innovative marketing strategies.

Program Learning Outcomes

Upon successful completion of this program, students will be able to:

• Explain the fundamental theories in marketing.
• Evaluate real-world marketing problems.
• Utilize emerging technology to conduct marketing research tasks.
• Identify cultural and ethical issues of marketing in a real-world setting.
• Analyze and compare marketing practices in the UAE/GCC with global contexts, evaluating cultural, economic, and regulatory influences.
• Develop the capacity to search for, acquire, understand, critically analyze and evaluate relevant market data.
• Develop autonomy and responsibility in undertaking their academic or professional work. 
• Apply teamwork skills in managing their work as well as leading and directing others as appropriate to the context and level at which they are operating. 
• Communicate effectively, orally and in writing, as required in marketing and business contexts.

Degree Requirements

Required Credit Hours : minimum 120 hours

General Education (Req. CH: 21)

Students shall register 6 CH from the 4 following themes (a maximum of 3 CH from each theme)

College Requirements (9 Cr. Hrs.)

Research Skills Learning Line (9 Cr. Hrs.)

Learning in Action (12 Cr. Hrs.)

Major Core Requirements (30 Cr. Hrs.)

Supporting Requirements (30 Cr. Hrs.)

Business Electives Requirements (9 Cr. Hrs.)