Page 177 - Undergraduate Catalog 2023-24

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BACHELOR OF Curriculum
Total Credit Hours: 120
BUSINESS ADMINISTRATION General Education Requirements 39 credit hours

WITH CONCENTRATION IN DIGITAL MARKETING College Requirements 45 credit hours
Concentration Requirements 21 credit hours
Concentration Electives 3 credit hours
Open Electives 12 credit hours

General Education Requirements 39 Credit Hours
Credit
Course Code Course Title Prerequisite(s)
Hours
ARL 100 (A) Communication Skills in Arabic I No Prerequisite 3
IELTS average score of 6 or EMSAT average
score of 1400 or passing grade in ENG
ENG 200 English II 3
102;(FWS100(E) as co-requisite if placed in
ENG200)
FWS 100 Academic Skills for Success No Prerequisite 3
FWS 201 Fundamentals of Life Skills FWS 100 3
FWS 205 UAE and GCC Society ENG 102 + FWS 100 (E) or co-req FWS 100 3
(E) if in ENG 200
FWS 211 Fundamentals of Emotional Intelligence ENG 102 + FWS 100 (E) or co-req FWS 100 3
(E) if in ENG 200
Introduction Learning Outcomes FWS 305 Technical Communication for Workplace ENG 200 + (45 CH) 3
Digital Marketing is an interdisciplinary concentration BBA with Concentration Digital Marketing graduates
that combines technology, social media, marketing, should be able to: FWS 310 Fundamentals of Innovation and Entrepreneurship ENG 200 + (60 CH) 3
advertising, and communication to prepare graduates to 1. Analyze consumer markets and buyer behavior to ISL 100 (A) Islamic Culture No Prerequisite 3
work in all sectors and industries. The Digital Marketing create customer satisfaction for building market
Communication concentration prepares graduates to oriented strategy. ITD 100 Introduction to Information and Digital Technology No Prerequisite 3
start their own business in social media marketing and
also provides them with the skills to work as part of a 2. Conduct marketing research, analyze research results MTG 100 Math for Life No Prerequisite 3
team in large organizations. Digital media and the online and recommend marketing strategies on the basis of SIS 201 Introduction to Sustainability in Science Co-req ENG 200 3
environment have fundamentally altered the operations of the research results.
businesses around the globe over the last decade. Digital 3. Design and implement the digital marketing and STT 100 General Statistics No Prerequisite 3
marketing is now integral to all aspects of the marketing communication strategies.
and business growth. The traditional advertising and College Requirements 45 Credit Hours
promotion models are being rapidly replaced by online 4. Develop sustainable marketing activities that are
communications modes through, mobile, website, social socially and environmentally responsible to meet both Credit
media channels and other evolving on line channels. Such the immediate and future needs of customers and Course Code Course Title Prerequisite(s) Hours
changes increase the need for highly qualified graduates the company.
with relevant knowledge and skills in the field of digital ACC 200 Principles of Financial Accounting ENG 200 + ITD 100 + (MTG 100 or MTT 101 3
marketing communication. or MTT 102)
ACC 201 Principles of Managerial Accounting ACC 200 + BUS 102 3

Abu Dhabi University | Undergraduate Catalog 2023 - 2024 Abu Dhabi University | Undergraduate Catalog 2023 - 2024