Page 191 - Undergraduate Catalog 2026-27

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BACHELOR OF Curriculum
Total Credit Hours: 120
BUSINESS ADMINISTRATION General Education Requirements 33 credit hours

IN DIGITAL MARKETING COMMUNICATIONS College Requirements 45 credit hours
Major Requirements 30 credit hours
Major Electives 6 credit hours
Open Electives 6 credit hours

General Education Requirements 33 Credit Hours
Credit
Course Code Course Title Prerequisite(s)
Hours
ARL 101 (A) Communication Skills in Arabic No Prerequisite 3
IELTS average score of 6 or EMSAT average
ENG 200 English II score of 1400 or passing grade in ENG102 3
+USS001(Co-req if placed in ENG200)
ENG102+USS001 or co-req USS001 if in
FWS 205 UAE and GCC Society 3
ENG200
ENG102+ USS001 or co-req USS001) if in
FWS 211 Fundamentals of Emotional Intelligence 3
ENG200
FWS 212 Artificial Intelligence for Business STT100 + ITD 100 3
Introduction Learning Outcomes FWS 305 Technical Communication for Workplace ENG 200 + 45 CH 3
Digital Marketing Communications is an interdisciplinary BBA in Digital Marketing graduates should be able to: FWS 310 Fundamentals of Innovation and Entrepreneurship ENG 200 + 60 CH 3
program that combines technology, social media, 1. Analyze consumer markets and buyer behavior to
marketing, advertising, and communication to prepare create customer satisfaction for building market ISL 100 (A) Islamic Culture No Prerequisite 3
graduates to work in all sectors and industries. The Digital oriented strategy.
Marketing Communication major prepares graduates to ITD 100 Introduction to Information and Digital Technology No Prerequisite 3
start their own business in social media marketing and 2. Conduct marketing research, analyze research results MTG100 with a min C grade or Placement in
also provides them with the skills to work as part of a and recommend marketing strategies on the basis of MTB 101 Mathematics for Business MTB101 as per the MPT 3
team in large organizations. Digital media and the online the research results.
environment have fundamentally altered the operations of 3. Design and implement the digital marketing and STT 100 General Statistics No Prerequisite 3
businesses around the globe over the last decade. Digital communication strategies.
marketing is now integral to all aspects of the marketing College Requirements 45 Credit Hours
and business growth. The traditional advertising and 4. Develop sustainable marketing activities that are
promotion models are being rapidly replaced by online socially and environmentally responsible to meet both Credit
communications modes through, mobile, website, social the immediate and future needs of customers and Course Code Course Title Prerequisite(s) Hours
media channels and other evolving on line channels. Such the company.
changes increase the need for highly qualified graduates ACC 200 Principles of Financial Accounting ENG200 + ITD100 + (MTB101 or MTT101 or 3
with relevant knowledge and skills in the field of digital MTT102)
marketing communication. The program is also infused with ACC 201 Principles of Managerial Accounting ACC 200 + BUS 102 3
career aligned learning and employability skills including
AI for Business, Technical Communication, Innovation and BUS 102 Introduction to Business IELTS average score of 6 or EMSAT average 3
Entrepreneurship and Emotional Intelligence. score of 1400 or passing grade in ENG102

Abu Dhabi University | Undergraduate Catalog 2026 - 2027 Abu Dhabi University | Undergraduate Catalog 2026 - 2027