Bachelor of Business Administration - E-Commerce and Marketing
About Concentration
Program Learning Outcomes
About Concentration
GLOBAL COMMUNICATION THROUGH AN EVER-CHANGING MARKETPLACE
The marketing concentration is an all-inclusive curriculum covering both essentials of marketing and advanced knowledge of the most digitalized trends in marketing. As marketing concentration graduates, students will join a marketing team for a brand or organization, such as a brand or product manager, and develop their careers as marketing analysts, campaign managers, customer relationship managers, or digital marketers.
COURSE STRUCTURE
Students will start their journey with general and core courses and then progress to e-commerce and marketing concentration courses. The marketing concentration courses have been developed to offer the most relevant marketing knowledge and skills, including some unique courses in marketing such as Marketing Analytics and Sustainable Marketing. Students will develop numerical skills prior to studying marketing and customer analytics, in addition to non-numerical, practical, real-life skills by studying Digital Marketing, Global Marketing, New Product Development, Integrated Marketing Communication and Special Topics in Marketing. This highly practice-oriented concentration includes various industry workshops, simulations, and field trips that provide students with an opportunity to complete a marketing internship and gain practical experience before entering the job market.
PROFESSIONAL BODY ACCREDITATION
College of Business Administration BBA in E-Commerce and Marketing degree at The American University in the Emirates has been recognized by the Chartered Institute of Marketing (CIM). CIM is the world’s leading professional marketing body with over 30,000 members worldwide, including more than 3,000 Chartered Marketers. This recognition allows students to be exempted from specific modules on their path to becoming certified in Professional Marketing and Professional Digital Marketing. modules on their path to become certified in Professional Marketing and Professional Digital Marketing.
AUE is now listed on the CIM website’s “exemptions search” to inform students of the exemptions on their concentration and year of completion.
Program Learning Outcomes
- Develop critical analysis skills relevant to their career paths
- Analyze and interpret specialized data and information to make rational business decisions
- Apply innovative and advanced approaches to evaluate the national and international business environment
- Demonstrate practical skills of various business disciplines
- Acquire knowledge about the fundamental concepts, principles and theories in the concentration
ADMISSION REQUIREMENTS
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ACCREDITATION
The American University in the Emirates is licensed by the UAE Ministry of Education – Commission for Academic Accreditation | caa.ae
Preparatory Courses
Prior to their enrollment in the program, students applying for Bachelor of Business Administration must sit for the placement test related to the program, failure to successfully passing the placement test, they are required to enroll in the following courses:
| # | Course Code | Course | Credit Hours | Exemption Condition |
| 1 | CIT 90 | Computer Preparatory | 0 | Passing the Placement Test |
| 2 | MAT 90 | Mathematics Preparatory | 0 | Passing the Placement Test |
| 3 | ENG 99 | Academic Writing (*) | 0 | Passing the Placement Test |
PROGRAM STRUCTURE
Course Category
Total Number of Courses
Total Number of Credit Hours
General Education Courses
11
33
Core Courses
18
51
Concentration Courses
11
33
Free Elective
3
9
Total
43 Courses
126 Credit Hours
FEE STRUCTURE
Tuition (One Semester)
………
Approx. 27,978 AED
One academic year is two semesters
Admission (One Time)
………
3,150 AED
Last Updated on October 7, 2024
General Education Courses
Core Courses
Concentration Courses
Free Electives
General Education Courses
GENERAL EDUCATION COURSES
11 COURSES | 33 CREDIT HOURS
A: University Core Requirements
The student selects 6 credit hours (2 courses) from the list below:
The purpose of this course is to facilitate the process of transition into the 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 their academic requirements. The course assimilates academic content with interactive in-class activities to ensure understanding of curricular options and begin to develop a future career plan through self-reflection.
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.
B: Languages and Communication Studies
The student selects 9 credit hours (3 courses) from the list below:
Students must take all of the following courses:
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 two-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 proposal. Students will be immersed in hands on experience where they will be introduced to research concepts that will help them understand, interpret, and critique a scientific research. Contents to be covered include the language of research, types of research, elements of scientific research proposal, writing an academic research proposal using APA style, research ethics, crafting data collection instruments, and interpreting data.
Students must take one of the following Arabic Language courses:
This course is designed to enable students to analyze multiple texts in various fields of knowledge. In order to be able to distinguish between texts despite their difference of contents, it also enables student to simulate those texts in a correct way, and to transform the information into skill and behavior. And since writing is an integrated building process, and that the building is affected by its parts, therefore student needs models, linguistic laws, planning, cohesion and goals including: news and inquiries, demand and influence of the recipient.
This course is based on the principle that “Education” is an accumulative task especially when it comes to language learning. This process undergoes specific stages to assist the non-Arabic speakers to reach the ultimate goal which is to acquire the required skills (listening, speaking, reading, writing) easily and accurately. To achieve this aim, text-based dialogues are provided as a head start for the non-Arabic speakers to continue to the higher levels. The course also provides basic elements for reading, writing, dialogues, and listening to assist the learners to confidently interact with the Arab community.
This course is designed to enable the Arabic-speaking student with the necessary language skills, especially focusing on the steps of writing reports, official letters and systematic research. To achieve this, and to develop the student’s abilities to understand correctly what he reads and listens, and to gain the ability to write articles, reports, meeting minutes and recommendations of conferences and seminars in a sound manner, the course was concerned with training the student in basic writing skills; such as multiple spelling rules, punctuation marks, paragraph system, and essay writing progressively.
C: The Natural sciences or Mathematics
The student selects 6 credit hours (2 courses) from the list below:
The natural science course incorporates a wide range of subjects 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 environmental 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 wastemanagement, environmental and natural resources laws. The course includes the growing challenges of climate change and energy crises 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, environment-managed ecosystems, air quality, water, and solid waste management.
This course is designed to develop a good understanding of the fundamental concepts of mathematics. It also stresses crucial cognitive transferable skills such as the ability to think logically and concisely. Mastering this course will give students the confidence to go on and do further courses in mathematics and statistics.
D: The Social or Behavioral Sciences
The student selects 3 credit hours (1 course) 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 course aims 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.
This course serves as an introduction to the interdisciplinary and multifaceted social sciences. The content of the course covers the range of different disciplines that social sciences consists of, namely: anthropology, sociology, psychology, political science, economics, and to a lesser extent also history and geography. The secondary aim of the course is moreover for students to develop their critical thinking skills by engaging actively with material about social issues, social change, and social institutions.
This course will introduce the students to the key concepts of Political Science and its principal tools. The course will discuss the role of main political actors in the field of politics and their function.
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 inquiry will be discussed to emphasize the core concept of sociology as a systematic study of societies and social structures
This course provides an understanding of anthropology, the study of human beings throughout time and space. Anthropology is a broad discipline that studies humans from a holistic perspective looking at both biological and cultural aspects. Anthropologists use different methods to understand and study humans. During this course, students will experience ethnographic fieldwork.
This course will provide the students with a comprehensive overview of geography. Emphasis is on concepts that are necessary to understand global, regional, and local issues. This course also includes topics on both human and physical geography.
E: The Humanities or Arts
The student selects 3 credit hours (1 course) from the list below:
This course explores Arab art and aesthetics from the beginning of the twentieth century to 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 provides an overview of Middle-Eastern History, including the sources of Middle Eastern History. The course will conclude with discussions about perspectives on Middle-Eastern History.
This course provides an overview of World / General History. The course will conclude with discussions about perspectives on World History. It surveys the history of humankind from 250CE till 1990 CE. In addition, interregional, comparative, cross-cultural, transnational, and historiographical topics will be considered. The objective of the course is to explore the roots of contemporary globalization and to develop historical thinking and writing.
This course will provide the students with a comprehensive overview of English literature in the United States. It will familiarize the students primarily with early Anglo-American writers and the different literary movements that took place in the United States. Today American literature includes many minority literary works, but the historical matrix remains Anglo-Saxon if we are to consider the dominant culture as the starting historical point.
This course aims to focus on the evolution of Islamic Art through a chronological overview of various trends and approaches throughout history. Students will explore and analyze the rise and influence of Islam leading to the formation of a new artistic culture the world over.
F: Islamic Studies
The student selects 3 credit hours (1 course) from the list below
This course will expand students’ knowledge to enable them to understand the Islamic culture and its characteristics. It analyzes the sources of legislation in Islam. It 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.
G: 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
CORE COURSES
18 COURSES | 51 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.
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.
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 familiarizes the students with the scope, terminology, topics, and procedures of marketing in a modern company. It introduces the principles of marketing with providing a comprehensive overview of the marketing process from marketing research and analysis up to capturing customer value. Marketing channels, developing marketing strategies, 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.
Concentration Courses
CONCENTRATION COURSES
11 COURSES | 33 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 highlights the importance of creating a true brand is one of the most powerful things any company can do to enhance its market power. At the end of this, course students will learn that successful branding ads customer value and can provide protection from price competition and pressures towards commoditization. The course aims at showing the branding in fact it is an art and a science which involves a creativity and originality component. After course completion students will be able to construct a detailed brand management plan and implement course concepts to theoretical and practical test.
This course provides an overview of contemporary trends in digital marketing and e-business. Students will learn about major trends in digital marketing, the Internet audience and online consumer behavior, digital media, digital marketplace analysis and digital channels. Additionally, students will engage in analysis of digital marketing strategies, learn to prepare digital marketing plan, develop digital presence and use web and social media tools to promote and sell products and services online.
Integrated Marketing Communications 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 terminology and tools in marketing analytics. The second part will focus on relevant web and social media analytics software solutions. The emphasize of the course is placed on practical training activities which will enable students to apply and utilize main analytical tools relevant to contemporary market requirements.
This course will explore, examine and inform how the marketing function of business activity engages in responsibility and sustainability issues. Specific topics such as value analysis, sustainable branding and sustainable decision making will cover how these issues are influenced by consumer trends and how they are communicated to consumers. In the end of the course students will be able to examine marketing problems found in the non-profit, for-profit and public sectors. Guest speakers, case studies, class discussions and a real-world group project will help students build knowledge and develop capacity to be a positive social change agent through ethical reasoning in marketing management.
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 will help students to deal with the process of developing and implementing a marketing strategy. The course focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. In the end of the course students will be able to create marketing plans that will sustain superior performance in the marketplace. The course examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns and innovation.
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
ELECTIVE COURSES
3 COURSES | 9 CREDIT HOURS
12 Credit Hours must be chosen from any other college/specialization in condition the prerequisites of the chosen courses are met.
RECOMMENDED STUDY PLAN
ATTENDANCE
Student builds the schedule based on available offered courses in the registered semester