Reach Customers in All Angles

The College of Business Administration provides an up-to-date program in E-Commerce and Marketing with managerial and technological knowledge that allows students to participate and utilize the electronic media as a market place.

E-Commerce or Electronic Commerce is a computer-based science using digital systems for economic and business purposes. This form of marketing has largely expanded during the last three decades.

Looking for employment immediately after your education? A logical solution is the undergraduate degree in E-Commerce and Marketing at the AUE. The 'global village' concept has brought all industries to operate on a common platform. The virtual contact is no longer a stand-alone issue; rather, it is the most effective solution to the new millennium's industrial needs.

The volume of trade, availability of goods, transfer of finance, information sharing and supplying the items to the market is an ardent exercise of intelligence; and it remains only a click away.

An inquisitive person, who has the potential and confidence of appropriate communication, persuasive ability and is willing to perform better, should study this specialization. The course programs develop students to be multi-track thinkers, to sustain pressure, utilize the opportunities and appreciate the technological advancements of this era.

ADMISSION REQUIREMENTS

For further information, please click here

ACCREDITATION

The American University in the Emirates is accredited by the UAE Ministry of Education | caa.ae

FEE STRUCTURE

  • Tuition (one semester)

    Approx. 21,000 AED
    One academic year is two semesters
  • Admission (One time)

    3,150 AED

For more information about detailed fees and tution Find here

GENERAL EDUCATION COURSES

12 COURSES | 36 CREDIT HOURS

A: English Language

The student selects 9 credit hours (3 courses) from the list below

This course is designed to help students learn about the academic skills required for academic context. The purpose of this course is to facilitate the process of transition into new academic and cultural environment for the new students enrolled in the AUE. Furthermore, it aims to promote their confidence so that they could succeed and meet the academic requirements.

This course provides students with advanced writing skills in English so that they can successfully pursue their studies in various academic specializations. It helps students to develop, improve, and upgrade their writing and structure skills, and it also acquaints students with technical writing, research papers, and essays since brief research methods are applied in student projects and assignments.

The intent of this course is three-fold. First it introduces students with the basic research terminologies. Second, it familiarizes them with the process of research from choosing a topic to writing the report. Third, it equips the students with the skills to utilize and conduct scientific research. During the course of the study students will be immersed in hands on experience where they will be introduced to research concepts that will help them understand, interpret, and critique scientific research and ultimately provide foundational skills to be able to conduct original research. Contents to be covered include the language of research, types of research, elements of scientific research proposal, writing academic research using APA style, research ethics, crafting data collection instruments, and making meaning of data.

B: Arabic Language

The student selects 3 credit hours (1 course) from the list below

صُمم هذا المساق لتمكين الطالب من تحليل نصوص متعددة في حقول معرفية متنوعة؛ ليصبح قادراً على التمييز بين النصوص على اختلاف مضامينها ومحتوياتها، كما يمكنه بعد ذلك من محاكاة تلك النصوص بطريقة صحيحة، وتحويل المعلومة إلى مهارة وسلوك. وبما أنّ الكتابة عملية بناء متكاملة، وأنّ البناء يتأثر بأجزائه؛ لذا يحتاج إلى نماذج، وقوانين سلامة لغوية، وتخطيط وتماسك وأهداف منها: الإخبار والاستعلام، والطلب، والتأثير بالمتلقي.

صُمم هذا المساق لتمكين الطالب الناطق باللغة العربية من المهارات اللغوية الضرورية، وخاصة التركيز على خطوات كتابة التقارير والرسائل الإدارية والبحوث المنهجية؛ ولتحقيق ذلك جاءت المهارات متنوعة ومتدرجة، لتنمية قدرات الطالب على الفهم الصحيح والأداء المتميز لما يقرأ ويسمع، وليكتسب القدرة على كتابة المقالات والتقارير ومحاضر الاجتماعات وتوصيات المؤتمرات والندوات بصورة سليمة، لذا عُني المساق بتدريب الطالب على المهارات الأساسية للكتابة؛ كقواعد الإملاء المتعددة وعلامات الترقيم ونظام الفقرة وكتابة المقال على نحو متدرج.

C: The Natural Sciences

The student selects 3 credit hours (1 course) from the list below

The natural science course incorporates a wide range of subjects of sciences such as astronomy, geology, biology, chemistry, and environmental science. The course will present the scientific facts of astronomy, the Earth and its weather, water, and environment, biology, and nutrition with the chemicals of life. The course emphasizes understanding the core principles of different branches of science and their effects on our lives. Moreover, the course explores the scope of natural phenomena, changing environment conditions, general health rules of nutrition, and the variety of living organisms. The course helps the students to acquire skills in observation, critical thinking, analyzing, interpreting, understanding and discussing scientific terminology and facts.

This course gives a thorough introduction to sustainable energy, conservation, and energy efficiency within the UAE and the world. It will explore the relationship between energy, environment, economy and ecological well-being. It will discuss energy production from the biology, natural science, environmental science and social sciences perspectives. A variety of topics will be introduced including global warming, climate change, sustainable food production, solid waste management, environmental and natural resources laws. The course includes the growing challenges of climate change and energy crisis and proposes solutions to overcome them.

The ‘Principles of Environmental Science’ course is designed to introduce the fundamental concepts of Environmental Science to undergraduate students. It includes topics from different areas of study such as ecology, biology, soil science and atmospheric science. The course aims at raising environmental awareness among students and providing them with the scientific knowledge and skills to identify, prevent and solve environmental problems. Additionally, it deals with ecological concepts, organism interactions, communities and ecosystems. The course focuses on key areas of population dynamics, biodiversity, human activities and the environment managed ecosystems, air quality, water and solid waste management.

D: The Social or Behavioral Sciences

The student selects 3 credit hours (1 courses) from the list below

An introduction to the science of psychology, its theories and foundations. The course is focused on principles and research methodologies, including the following topics: history of psychology, the biology of mind, memory, learning, child and personality development, psychological disorders and therapy. The aim of the course is to introduce the basis of psychology, provide the foundational knowledge to pursue the subject in more depth in the future, and build an ongoing interest in the application of psychology in everyday life.

E: Information Technology or Math

The student selects 3 credit hours (1 courses) from the list below

This course is especially designed for business students. Mathematics for Business teaches the mathematical skills required for problem solving and decision making in the business world through use of mathematical tools. Topics include: functions as mathematical models, equation-solving techniques, matrices and determinant, differential and integral calculus, exponential growth and decay and geometric series and its applications in business functions.

The General Statistics course is designed to develop good understanding of the basic concepts of statistical theorems, and applications. The course covers topics such as data collection methods, organization of data, analysis and interpretation of results. A software package will be used to analyze the statistical data.

F: The Humanities or Arts

The student selects 6 credit hours (2 courses) from the list below

Innovation is the engine of opportunity and, acting as a catalyst, this course is intended to ignite an interest in innovation and inspire entrepreneurial action. At the core of innovation and entrepreneurship is a commitment to experiential learning that will encourage students to engage in critical thinking, creative problem-solving while also equipping them with the soft skills needed in their pursuit of academic and professional endeavors. Students will discuss the relevance and role of innovation and entrepreneurship in work and life situations; determine opportunities for creative disruption and design a strategy for its implementation; develop a practical understanding of innovation through thoughtful debate and exercises; and demonstrate critical thinking and individual insight with a personal mastery portfolio.

This course provides a core introduction to drawing, covering a wide range of basic and intermediate practical and technical skills. Students will explore approaches and concepts to the subject through manual practice using a comprehensive range of media and with reference to great masters in the field. Traditional and objective drawing skills in the use of line, tone, form and perspective provide the foundation for learning in this course. Students are required to develop their ability to observe, perceive and interpret through drawing the world around them, reflecting their understanding of 2D and 3D space.

This course explores Arab art and aesthetics from the beginning of the twentieth century till date. The students will learn about the contemporary art and design movement in Arab countries, the expression of cultural identity, as well as the factors involved and changes in aesthetics from Islamic to Arabic art. They will also study and analyze the role of pioneer artists from various generations with emphasis on their influence on contemporary Arab art.

This course will introduce the students to the key concepts of philosophy and its principle tools. The course will discuss the schools of philosophical thought, and will apply philosophical analysis to the topics of knowledge, religion, mind, freedom, responsibility, and ethics.

This course introduces the science of Sociology. Students will examine Society, Institutions and the relationships that make up a social context. The scientific methodology used to study social interactions, stratification and other elements of sociological enquiry will be discussed to emphasize the core concept of sociology as a systematic study of societies and social structures.

This course introduces the student to the development of the human race. You will study a Four Field introduction to Anthropology wherein you will gain an understanding of Human Development and how both ancient and modern humans are studied. An understanding of Anthropology, the study of culture and human development is an important pillar in a degree which aims to develop educators in multi-cultural and economically diverse settings.

This course is a chronological survey of art and design offering students an in-depth understanding of the role of art throughout history with a strong focus on aesthetic values, socio-cultural influences and technical terminology. Architecture, sculpture, painting, decorative arts, prehistoric art, design of the ancient world, the world beyond Europe, early Christian and Islamic art and the art of the Middle-Ages and Gothic period form the foundation of the course material spanning a period from 40,000 BC to 1300 AD.

G: Islamic Studies, History or Culture

The student selects 3 credit hours (1 course) from the list below

This course will offer students’ knowledge to enable them to understand the Islamic culture. The course offers a review of the history of Islam and how it is currently the fastest growing religion in the world.

The course is designed to give an in-depth understanding of the Islamic civilization. It deals with the universal principles that went into the making of the Islamic civilization. It examines the basic ideas of Islamic civilization besides exploring their contemporary relevance and challenges. The course seeks to effectively address the notion of the ‘clash of civilizations.

H: UAE Studies

The student selects 3 credit hours (1 course) from the list below

The course is designed to introduce the UAE and GCC society with its historical background and uniqueness. It is aimed at enabling students to understand the specific features of the society along with its customs, traditions and lifestyle. The course will introduce the processes and the challenges of development as well as the future aspirations of the UAE and GCC Society.

CORE COURSES

16 COURSES | 48 CREDIT HOURS

This course marks students’ first journey into the discipline of management. The focus of this course is to expose students to the fundamentals of the four functions of management of planning, organizing, leading and controlling. Within each function students are introduced to a multitude of managerial areas of focus including decision-making, organizational structure, power and politics, leadership, teams, motivation, and communication.

This principle level course introduces students with the fundamentals of accounting terms, rules, concepts, procedures, and systems. Topics covered include the art of recording, classifying and analyzing the data into useful information for both the internal and external users. Students are introduced to the double entry accounting concepts, general journals and the accounting cycle.

This is an introductory level course and introduces the concepts of management accounting. It involves accounting as a tool for planning and managing; students are acquainted with techniques and understand how relevant accounting information is used for effective operational planning and decision-making

This course is designed to introduce students to basic microeconomics concepts relating to individual decision-making. The course exposes students to the meaning, nature, and methods of studying Microeconomics. The concepts of supply, demand, and elasticity are used to analyze the behaviors of consumers and firms in different types of markets. Main topics covered include: consumer behavior, firm production costs, Pure Competition, Monopolistic Competition, Monopoly, and Oligopoly.

The course is aimed to provide both theoretical explanations and practical understanding of the utilization of information system in managerial decision making. Further it is aimed to discuss procedure for planning of the information system, as well its proper organization and application in technological advancements. The course is mainly of a managerial outlook, aimed for better utilization of the latest information technology for managerial planning, organizing, implementation and decision making at all levels of managerial activities.

This course aims to acquire a sound education in those statistical concepts and its applications in the fields of business and economics. This course requires fundamental understanding of basic statistics like frequency distribution, averages, measures of variability, probability, confidence intervals. The course also recommends a prior understanding of software application and MS Excel. Course covers statistical concepts and methods like hypothesis testing, variance Tests, chi-Square analysis and ANOVA with an emphasis on business application

This course will familiarize the student with the scope, terminology, topics, and procedures of marketing in a modern firm. It introduces the principles of marketing. The four basic ingredients of the marketing mix - product, price, place, and promotion are discussed. Other topics include marketing channels, market research, consumer behavior, societal marketing, and new product planning are also discussed.

This course examines the financial strategic and operational decisions in organizations. It aims to provide the decision maker with the financial theory, concepts, and tools necessary to make better financial managerial decisions as well as enable the student to make sound decisions regarding financial analyses and judgments performed by others.

This course is concerned with the study of the behaviour of the economy as a whole. It analyses how the overall level of output, employment and prices are determined and how these in turn are affected by fiscal and monetary policies. issues to be covered include Keynesian Aggregate Demand and Aggregate Supply and Macroeconomic Equilibrium ,GDP determination, the use of fiscal and monetary policies in stabilizing the economy and the role of government policy in promoting long-term economic growth.

Organizational behavior studies the influence of individuals, groups, and structure on behavior within organizations; its chief goal is to improve an organization’s effectiveness. This course introduces students to the core concepts of organizational behavior including attitudes, emotions, and moods; communication; conflict and negotiation; diversity; group behavior and work teams; individual decision making; leadership and power; motivation; organization culture and structure; organizational change; and personality and values.

The course aims to interpret the basic theories and the practices in production and operations management. The course equips the students with the necessary skills, and utilization of tools and techniques for effective and efficient management of operations. It further provides skills to the students for better decision-making and problem solving in any industrial scenario.

This course familiarizes students with the concept of the rule of law as a mechanism for ordering people’s (and companies’) behavior, and for providing predictability and certainty in planning business transactions. Students will consider the legal issues inherent in business, considered from the standpoint of various business roles such as business owner, corporate officer, board member, shareholder, partner, officer, manager, employer and employee, customer and client. It aims to have students anticipate potential legal issues in business transactions so that they can plan to avoid legal problems and, when they do occur, formulate solutions.

This course discusses the essence of Quantitative Analysis and covers various types of analysis including: decision analysis and risk attitudes, inventory control, linear programming, transportation problem, queuing theory, and simulations. Emphasis is on the formulation of problems and their solutions by standard methods and by computer packages such as MS Excel and QM.

Arab Gulf Area has developed as a major destination for international business. In the recent times, GCC nations remain as one among the trade blocks which is competitively placed in the world economy. Diversified business interests from oil, petroleum, marine products, tourism etc created momentum for regional growth and investments. The course provides students a better understanding related to the best opportunities and the good practices that needs to be followed to engage in business in the region. The subject mainly focuses on the policies and procedures to engage in business, free zone operations, PESTLE analysis and SWOT analysis among GCC nations as a directive for doing business in the GCC nations.

This course captures the complexity of current business environment and offers contemporary concepts and skills which enables the students to design cutting-edge strategy through skills building exercises. Furthermore, it benefits attendees to gain necessary knowledge to manage consistent higher organizational performance by reading, analyzing and designing suitable working environment. Different models and tools in the course are practically applicable to find out strengths, weakness of the organizations, this analysis finally helps students to design the effective strategies and strategic plan for the business.

The course in International Business provides emphasis to the global business scenario, analyze interrelation between governments and business across borders. Further it studies the economic dynamics between countries/regions. The course provides a detailed insight into the international monetary system, international trade and foreign direct investment. The basic objective of the course is to provide an understanding of the global economy to gain the best understanding of the subject with the major issues related to the business environment. This course is generally “macro” in its composition, which is developed to provide intellectual focus with emphasis on the impact and overriding theories best describing the International Business scenario.

SPECIALIZATION COURSES

10 COURSES | 30 CREDIT HOURS

This course will provide students with introduction to the consumer behavior and related consumer insights. An overview of the psychological process influencing consumer behavior and purchase decision-making will be provided with an emphasis on consumer attitudes and motivation. The course will specifically discuss consumer segmentation and targeting, psychographic profiling and family, social, and cultural influences that affect buying decisions.

The course tracks a well-recognized and well established approach towards marketing channel structures by focusing on the critical features, systems and approaches that are involved product and service distribution. This course sheds more detailed concurrent on all basic concepts of marketing channels including channel structure, channel types, channel management, channel conflict and behavior. Students will construct a detailed marketing channel plan and implement course concepts to theoretical and practical test.

This course provides an overview of contemporary trends in e-commerce and e-business. Students will learn about major trends in e-commerce, the Internet audience and online consumer behavior, online payment and transactions and issues related to privacy and security of online transactions. Additionally, students will engage in analysis of online marketing strategies, learn to prepare e-business plan, develop e-commerce presence and use web and social media tools to promote and sell products and services online.

Advertising and promotion course allows students to understand the basis of marketing communication model, consumer behavior and buyer persona decision-making process, underlying effective advertising and promotion activities. At the same time knowledge, supported with numerous practical examples allows students to understand how the above mentioned variables interact for constituting a coherent, integrated and synergic impact and final impact easily translated into profits.

The aim of this course is to provide students with comprehensive knowledge of the solutions used for marketing analytics that are applied in contemporary marketing. The first part of the course will provide an overview of the most recent methods and approaches to marketing analytics along with introducing students to the social media and sentiment analysis software. The second part will focus practical work in SPSS software. The emphasize of the course is placed on training students to utilize data collection and data analysis software for the purpose of collecting, analyzing and presenting marketing data in different formats.

Course of Business to Business Marketing creates basis for deepened understanding of complexed activities and model of companies functioning within this area. Altered handling of product creation, as well as its segmentation, targeting and positioning strategies underlie significantly different selling styles from the ones available on the B2C market. Course will explore different B2B oriented business and marketing strategies and will also take into the consideration the importance of e-commerce and digital presence in contemporary B2B market.

This course provides the key concepts of all phases of marketing research process, introducing students to both qualitative and quantitative marketing research methods and techniques. The primary goal of the course is to enable students to plan and conduct marketing and consumer research and to apply research findings for data-driven business decision making and problem solving. Course explores various types of qualitative and quantitative research, providing students with an opportunity to apply learned concepts and methods in practice by actively conducting a marketing research studies both individually and as a group.

The interdependence among countries has forced business organizations for marketing outside local boundaries. This course addresses this issue and seeks to expose students to international marketing and marketing strategies and methods applied in the global environment.

This course should help students relate all previously gained knowledge in the area of marketing and apply it into practice by enabling them to evaluate and analyze marketing problems and offer solutions and recommendations. Course will focus on marketing planning, by developing skills of critical thinking and strategic management in all phases of marketing process. The course will be taught in various methods including case studies, real-life examples and individual and group assignments that are applicable to business and consumer markets, nonprofits and services.

Course aims at presenting contemporary topics in marketing, follows the most current trends in the sector as well includes the specificity of GCC and UAE markets. Equally in relation to presence of guest speakers, it will provide students with numerous networking opportunities. Course outline is designed to be determined by the course's instructor however a suggested outline is provided in the Syllabus.

FREE ELECTIVES

5 COURSES | 15 CREDIT HOURS

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ATTENDANCE

Student builds the schedule based on available offered courses in the registered semester.

Weekday Morning Classes

SUN – TUE | BETWEEN 9:00 AM – 4:00 PM
MON – WED | BETWEEN 9:00 AM – 4:00 PM

Weekday Evening Classes

SUN – TUE | BETWEEN 4:00 PM – 9:00 PM
MON – WED | BETWEEN 4:00 PM – 9:00 PM

Weekend Classes

FRI - SAT | BETWEEN 9:00 AM – 8:00 PM

WHEN CAN I JOIN

Student can join at the beginning of any semester

September

FALL SEMESTER

MIN 3 COURSES | 9 CREDIT HOURS
MAX 6 COURSES | 18 CREDIT HOURS

JANUARY

SPRING SEMESTER

MIN 3 COURSES | 9 CREDIT HOURS
MAX 6 COURSES | 18 CREDIT HOURS

MAY

SUMMER SEMESTER

MAX 3 COURSES | 9 CREDIT HOURS

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