Overview

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. (1 Credit Hour “CH” is equivalent to 2 ECTS Credit Hours “European Credit Transfer and Accumulation System”).