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

Selling is Believing

Integrated Marketing Communication is designed to provide a unified targeted market message, through tools such as marketing, advertising, personal selling, branding, 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 digital media context, cultural inclusivity, exposure to international communication and marketing perspectives, and familiarity with the crossover of various types of communication. The academic bedrock of this specialization allows clear understanding of communication roles in advertising and marketing in the context of a career-oriented choice of ‘Integrated Marketing Communication’ for students.

IMC specialization allows students to:

  • Think creatively providing cultural and ethical intelligence, consultancy and market research solutions.
  • Demonstrate critical understanding of integrated marketing communication tools.
  • Comprehend and apply the theories of IMC to global media strategies and practice.
  • Interpret advertising campaigns and strategies based upon consumer behavior analysis.
  • Demonstrate the ability to know, evaluate and apply basic mass communication messages in the communication theories
  • Effectively communicate with others in interpersonal, small group and public speaking situation
  • Capable to use appropriate research methods to answer relevant questions
  • Demonstrate sensitivity to the ethical issues to their practice
  • Ability to apply relevant theory to communication practice
  • Apply IMC principles, procedures and strategies

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

PROGRAM STRUCTURE

43 Courses | 126 Credit hours

FEE STRUCTURE

  • Tuition (One Semester)

    Approx. 20,500 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

21 COURSES | 63 CREDIT HOURS

A: Languages and Communication Studies

The student selects 12 credit hours (4 courses) from the list below

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.
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.

This course focuses on improving students’ basic critical reading and writing skills in English so that they can successfully write free-error varied sentences and paragraphs. The course also focuses on contextualized mechanics instructions and sentence skills.

This course provides students with advanced writing components in English so that they can successfully pursue their studies in various academic specializations. Students practice writing long argumentative and reflective essays, with emphasis on implementing APA format in paper format, in-text citation and references in 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.

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.

B: 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.

General Physics course introduces the basic concepts, theories and the terminologies of the scientific method in the context of the science of physics. Students will reinterpret and express ideas and views from the study of physics, and differentiate between the various multitudes of energy and momentum.

C: The social or behavioral sciences

The student selects 27 credit hours (9 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.

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 serves as an introduction to the interdisciplinary and multifaceted social sciences. The content on 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 principle 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 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 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.

This course introduces basic human rights philosophy, principles, instruments, and institutions. It examines the major sources of international human rights and fundamental freedoms, including treaties such as the United Nations Charter, the Universal Declaration on Human Rights, the International Covenants on Civil and Political Rights, and on Social, Cultural, and Economic Rights. It studies their protection in the regional institutions such as the European Convention on human rights, the American Declaration on Human Rights and the African Charter of Human Rights and Peoples. This course also analyzes the mechanism of protection and enforcement of human rights in these regional institutions. It also seeks to interpret the guarantees of enforcement of human rights in international law, and in UAE Constitution.

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.

D: Information Technology or Quantitative

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

This course is designed to develop a good understanding of the fundamental concepts of mathematics. It also stresses on 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.

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.

The purpose of this introductory course is to study computers and data. It gives an establishment to utilizing computers in different courses and educational module for research, correspondence, and writing. Students will be exposed to the fundamentals of hardware and its associated software and systems improvement. The course will show how the computer automates the processing of information.

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 models. 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.

E: The Humanities or Arts

The student selects 12 credit hours (4 courses) from the list below

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 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.

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 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.

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

14 COURSES | 39 CREDIT HOURS

This course is an introduction to the fundamental questions, methods, and theories that define the communication discipline and the communication professions (journalism, public relations, multimedia productions, and organizational communications.) An emphasis is placed on the emergence of mass communication in the UAE and gulf region.

This course provides an introduction and overview of public relations including history, public relations models and communication theories along with legal and ethical aspects in public relations work. The course tackles the PR strategies in conflict and crisis management, the PR activity in governmental and private organizations, as well as PR strategies and tactics within different situations.

This course serves as the foundation for the skills-based curriculum at the CMMC-AUE.
The course is intended to be an amazingly thorough and testing knowledge. You will do a considerable measure of writing in the classroom, so participation is basic. There is likewise an overwhelming heap of writing for news media and different activities to be done outside the classroom. We will spend significant time where you will take in the elements of convincing news stories and news highlights, alongside essential procedures of news-casting, for example, how to discover story leads, track down data sources, get meetings, compose with clarity, exactness and style, and take advantage of the altering procedure. Furthermore, serving the prompt objective of setting you up for ensuing courses in reporting, the aptitudes and ideas you ace in this course ought to enhance the way you listen, think and convey/communicate.

Social media are constantly changing the ways masses communicate with each other and the business. Students comprehend different types of social mediums, tactics, and how social media changed the way we interconnect and collaborate with the world, professionally and in personal lives. Students will be required to apply their insight about the subject by contributing on available social mediums and platforms through intuitive course projects. The course will investigate the connection amongst media and human conduct, and will examine how corporations are capitalizing through social mediums.

This course provides the students in a Hands- On approach with fundamentals and principles of how to produce multimedia projects by effectively using the tools involved in the typical multimedia development process. Basic technical skills such as lighting, sound design and camera work will be emphasized.

Pre-Internship is a one credit hour internship preparatory course designed for students seeking an internship. The course will prepare students to successfully plan their internship by researching and identifying potential internship opportunities, creating professional resume and letter of introduction, developing interviewing and networking skills as well as a portfolio per industry requirements. Students will go through different learning modules including experiences, team work skills, communication skills, leadership skills, problem solving, self-management and professionalism to be able to make the most of their internship.

Internship is an experience external to the University for a student in a specialized field involving a written agreement between AUE/the Training and Continuing Education Centre and MMC Firms. AUE internship course provides experience related to each student's academic specialization and the opportunity is open to all MMC students who have completed 90 Credit Hours, and who have a GPA of at least 2.00.
The internship course is an ongoing seminar between the student, the faculty member, and the workplace/ employment supervisor at the end of which, each student presents his/her project to his/her class and the MMC faculty summarizing the internship experience and how it has influenced their education and career objectives.

This course teach the students the basics of public opinion and propaganda. Also some skills will be introduced concerning the topic. The main focus will be the political and social aspect of public opinion and propaganda.

This middle level undergraduate course focuses on the study and the analysis of the principles of communication in organizations. It will provide an understanding of the tools of organizational communication along with development of the skills, knowledge, and values needed for success. The course will emphasize the application of theories and approaches in the organizational setting.

This course examines the role of the mass media in modern society and the influence of media institutions and messages on individuals, communities, and society. The course includes an overview of the basic methods associated with media research. Students will be asked to integrate theoretical knowledge into media research areas relevant to communication professionals today.

The course will introduce the students in a Hands- On approach to the photographic techniques, such as composition, depth of field, and sport photography, in order to tell a compelling news story through images as well as the advanced use of Digital Imaging and Post-production software. Examine the history and significance of the photographs for newspapers, news magazines, and other visual communication platforms.

The MMC 403 is designed to show the basics of editing. All those who take this course are to understand the basic structure and practice in editing.

The Media Law and Ethics is a course which teaches the ethical and judicial issues in mass communication. Regulations concerning advertising, PR and journalism including the social media are also topical in this course. Issues such as censorship, libel, personal privacy, ownership of information will be leaned in a basic sense.

This course will provide the students with a comprehensive overview of writing for the Mass Media. The students are expected to understand the basic principles of writing for the mass media.

SPECIALIZATION COURSES

5 COURSES | 15 CREDIT HOURS

This course exposes students to a survey of the principles and practices of advertising. It examines the advertising industry from the client’s perspective, to the professionals who craft ad messages, to the salient effects of advertising on the society. Topics include advertising ethics, advertising research, media strategies, global advertising, communication and social change.

This course examines the intersection of the mass media and marketing across international and cultural divides. Anchored on the [cultural] theories of globalization, i.e., heterogeneity, hybridization, and homogenization, the course focuses on how the contemporary media shape, and mediate, emerging techniques that marketing employs to present products and services in other economic terrains. The course also explores how, through the media, the local culture influences marketing narratives, on concepts, such as promotion, price, place, products, etc., across the globe.

This course gives a precise prologue to digital media management by concentrating on the focused technique and operations of media enterprises. The course prepares the students for leadership and management roles and additionally entrepreneurial exercises in interactive and digital communications. Particular consideration is given to the creation and management of competitive advantage, media division, and the management of advancement. Ideologies are applied to exercise through the use of real-world case studies.

This course is intended to equip the students with an understanding of the part of vital media arranging in the in general setting of advertising and marketing. The course will cover audience and market research, selection, evaluation, and planning of all advertising media and consider different choices and issues that emerge in the media arranging process.

Media and Mass Communication students are required to complete a three-credit hour course on the Capstone Graduation Project. To be graduated, students are requested to demonstrate that they have developed capability and proficiency in the core knowledge of their specialization and can show capability in learning aptitudes in the four specializations. It will be a challenging and thorough adventure however the reward for undertaking a significant experience are enormous and will without a doubt give AUE graduates a capable begin in vocation they may pick. Moreover, English dialect and innovation capability should likewise be illustrated. The Capstone Graduation Projects ought to be as field-based. The Capstone Graduation Project is intended to give students a helpful working comprehension of the requirements and desires expected to move on from AUE.

FREE ELECTIVES

3 COURSES | 9 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

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

RECOMMENDED STUDY PLAN

Program Chair

Dr. Noor Hasbi Yusoff

Assistant Professor / Department Chair - Media & Mass Communication

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