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SCM344 – Strategic Brand Bachelor of Arts 21st century learners by providing FWS 211 - Fundamentals of FWS 310 - Fundamentals Muslim ethics, the contributions of
Management them with key personal and social Emotional Intelligence of Innovation and Muslims to world civilization, the rich
The course introduces students to in Psychology skills to enable them to thrive in Credit Hours: 3 Entrepreneurship legacy of Islamic art and architecture,
a competitive and challenging
as well as the traditions
the concept of branding and brand environment. This specially- Credit Hours: 3
identity, equipping them with the curated course with its experiential Prerequisite: ENG102(R) + FWS100 .image of Islam.
knowledge and skills to implement learning approaches will enable the Co-requisite: FWS100 as co-requisite Prerequisite: ENG 200 + Completion Requirements Courses
successful branding strategies. It learners to apply key skills such as if students enter to ENG200 course of minimum 60 credit hours
covers brand definitions, consumer General Courses communication, active listening, directly This course enables students The course aims at equipping the
behavior, brand identity design, digital, media and financial literacies to gain scientific insights into next generation of leaders with DTC212- Fundamentals of
and positioning strategies. Stu- in their personal and professional emotions and their impact in their an innovative and entrepreneurial Design Thinking
dents also learn about integrated ENG 200 - English 2 contexts. personal and professional lives. mindset. It takes a skill-rich Credit Hours: 3
brand experiences, digital brand- Credit Hours: 3 In addition, the students will gain approach to learning innovation and
ing, and brand management Moreover, through careful personal insight into how psychology will have entrepreneurship that can be applied Prerequisite: ENG 200
planning, development and self-
as well as about brand equity, Prerequisite: IELTS average score 6 or growth. an influence to any high-growth enterprise or Believing that one can be creative
valua-tion, and strategic planning. EMSAT average score of below on human behavior and develop other organization in the UAE and is the first step to becoming an
Through brand audits and strategic 1400 or passing grade in ENG 102 FWS 205 - UAE and GCC Society valuable relationship with others globally. The course is composed innovative thinker and leader.
reviews, students will learn to ana- (R). by understanding the fundamental Fundamentals of Design Thinking
lyze brand performance and en- Credit Hours: 3 principles of Emotional Intelligence. of three modules: Design Thinking (DTC212) is a hands-on, practical
gage in strategic brand manage- Co-requisite: (FWS 100 (E)/USS001 as Prerequisite: ENG102 (R )+ FWS100 Process; Entrepreneurship; and course, which will allow students
ment. co-req if placed in ENG 200 Co-requisite: FWS 100 as co- requisite This specifically includes fostering Growth and Leadership. Students to develop creative confidence and
will develop an understanding of
a greater sense of developing
SCM432 – Crisis Communica- The course focuses on writing for if students enter to ENG200 course the building blocks of emotional the nature of entrepreneurship and explore the concept of creativity and
the sources of innovative ideas. The
tion academic purposes. It teaches directly intelligence, helping the students its connections to the culture and course will focus on the framework
expository writing using a process-
This course introduces students to oriented approach. The structure The course aims at developing a to apply effective strategies for self- economy of the UAE, and how of divergent and convergent thinking
the essential principles and prac- of paragraphs and essays and their better understanding of the UAE and management and self- improvement. innovation drives entrepreneurship. and the process of reflectivity
tices in managing communication components are taught in steps GCC society and its social, cultural, The course uses a hands-on throughout the process. Students will
during crises. Students will learn to and are connected to each other. economic and political development. approach and engages students engage in the process of empathy
define crises and understand the The course also reviews sentence Students will cultivate a deeper FWS 305 - Technical building, insight development,
critical role of communication in structure and punctuation rules. appreciation of the pivotal role played Communication for Work Place in critical thinking, creativity, active understanding the needs (for the
these situations. The course covers Writing exercises involve extensive by the UAE and GCC in leveraging Credit Hours: 3 and reflective citizenship, empathy, design) and reframing their needs.
teamwork and ethical decision
In doing this they will constantly
various theories of crisis communi- drafting and revising based on government policies including making preparing them to contribute apply divergent and convergent
cation, including traditional and individual input and tutorials from technology for improving the overall Prerequisite: ENG 200 + Completion to the entrepreneurial ecosystem of thinking. Students will also go
emerging perspectives, covering the course instructors. Students also quality of life. The profound role of minimum 45 credit hours the country. through the process of ideation and
all stages of crisis communication practice writing under pressure. An played the country’s leadership in Technical communication for the prototyping and engage themselves
from risk detection, to crisis devel- important component of the course contributing towards the fulfilment workplace introduces students to the in a thorough process of testing their
opment and outcome manage- is a research project where students of its commitment of the country’s principles, techniques, and ISL 100 - Islamic Culture prototypes using the framework of
ment. Students will also be intro- research and write on a topic related commitment towards the SDGs. By iteration and learning.
duced to ethical considerations in to their field of study or area of examining initiatives and strategies skills with emphasis on professional Credit Hours: 3
times of crisis. Through hands-on personal interest. undertaken in the UAE, learners will writing for workplace purposes. It Prerequisite: No Prerequisite ASC301- Research Report
activities and real-world scenarios, FWS 201 - Fundamentals of Life grasp the importance of collective also emphasizes the reporting tools Writing
to help students prepare effective
student will acquire the skills nec- action in driving societal progress. ISL 100 -E Pre-Requisite will be Non-
Skills workplace documents. Students Native Arabic Speaker/ or Students Credit Hours: 3
develop project planning and time Prerequisite: ENG200
Credit Hours: 3 management skills by working who did Arabic as secondary
language in high school.
Prerequisite: ENG 102 in teams to gather and share The course aims to move the This course will focus on research
In an age of accelerating change information, deliver different types discussion on Islam from a writing skills, which include locating,
gathering, and evaluating source
and an incredible web of global of written correspondences and theological framework to a cultural materials; formulating a thesis
interaction, the ability to adapt, multimedia oral presentations. one. Its goal is to inculcate a broad statement from a topic and/or a
engage in a growth mindset, behave understanding of the unity and hypothesis; developing arguments
positively, and persevere in uncertain diversity of the Muslim world, which based on solid research methods;
times, have become pre-requisites has existed historically and continues and documenting sources in the text,
for progress. The Life Skills course today. Thus, students will investigate in notes, and in the bibliography.
is tailored to the needs of the several aspects of Islamic culture: Students will also work extensively on

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