Bachelor of Arts in Media and Mass Communication – Integrated Marketing Communication

General

Program Description

About

Integrated Marketing Communication is designed to provide a unified targeted market message, through tools such as public relations, marketing, advertising, direct response advertising, and sales promotion.

This program is delivered both with a local and international framework giving students the opportunity to gain an appreciation of national and international perspectives on many aspects of professional life. This includes awareness of regional and international media context, cultural sensitivity, exposure to international communication perspectives, and familiarity with ethical and managerial frameworks. The academic bedrock of this specialization allows the merge of Media Sales, Advertising and Marketing into a marketable career-oriented choice of ‘Integrated Marketing Communication’ for students. IMC specialization allows students to acknowledge:

  • Think creatively providing ethical intelligence, consultancy, and market research solutions.
  • Demonstrate constructive copywriting abilities to build relationships between organizations and the public.
  • Comprehend and apply the theoretical base of the IMC to media strategies and communication methods.
  • Interpret advertising campaigns and strategies based on consumer behavior analysis.

Specialization Courses

5 COURSES | 15 CREDIT HOURS

  • Principles of Advertising...(3)
  • Global Media and Marketing....(3)
  • Digital Media Management ....(3)
  • Media Planning ....(3)
  • Capstone Graduation Project.....(3)

Program Structure

General Education 12 - Courses 36 - Credit Hours
Liberal Arts Courses 9 - Courses 27 - Credit Hours
Core Courses 13 - Courses 39 - Credit Hours
Specialization Courses 5 - Courses 15 - Credit Hours
Free Elective Courses 3 - Courses 9 - Credit Hours
Total 42 - Courses 126 - Credit Hours

Admission Requirements

1. Attested high school (grade 12) certificate or its equivalent with a minimum average of 60% | for scientific, literary streams, general, advanced and ADEC. Other streams will require a minimum score average of 70% Equivalency letter will be required for certificate earned outside UAE

2. English proficiency PBT 500 | iBT 61 | IELTS Academic. 5.0 | PEARSON 44 | IESOL B1/B2 | CAMBRIDGE 154 | EmSAT English 1100 If an above score has not been achieved yet, the student will be accepted conditionally and enroll in the intensive English classes

3. Letter Of Interest & Interview

Accreditation

The American University in the Emirates is accredited by the UAE Ministry of Education

Last updated August 2019

About the School

American University in the Emirates’ (AUE) motto is that “Nothing is Impossible” and through this empowering phrase, it continuously nurtures its students to take on their studies like taking on the w ... Read More

American University in the Emirates’ (AUE) motto is that “Nothing is Impossible” and through this empowering phrase, it continuously nurtures its students to take on their studies like taking on the working world, through a perfectly constructed pathway to success. Read less