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College of Business

Bachelor of Business Administration in Digital Marketing Communications

Type Undergraduate
Credit Hours 120 Hours
Duration 4 Years
Language English
Study Mode Full Time
Intake Spring, Summer, Fall, Winter
Delivery Mode Day and Evening
Campuses Abu Dhabi, Al Ain, Dubai

Overview

Digital technology has revolutionized the marketing landscape and employers from all sectors of business are seeking out graduates with digital marketing skills to give their companies a leading edge.


This program offers an interdisciplinary major, combining traditional marketing courses such as principles of marketing, consumer behavior and marketing research with advanced e-business application design, advertising strategy and social media and e-marketing to prepare you to work excel in this influential industry. You will develop an awareness of the current practices in digital marketing and get first-hand experience of the issues in today’s digital marketing environment.


You will be guided through the complex and dynamic nature of digital marketing surrounding the development of creative concepts, digital marketing communication strategies, brand management, market research, digital campaigns, critical analysis and how to measure digital effectiveness.


Common across all specializations in the Bachelor of Business Administration programs are courses that will provide you with a solid foundation to communicate effectively, carry out research, understand legal, social, professional and ethical responsibilities in a business environment, apply analytical and critical thinking to business issues, use information technology effectively and understand the dynamics of a complex global business environment.


Our program was the first of its kind to be offered in the UAE and, due to the fast-paced digital world, it undergoes a rigorous process of continual improvement to ensure it stays relevant.


"Digital marketing is the future."  

"I chose to teach at ADU because it’s College of Business is the only one in the region to have achieved both AACSB and EQUIS accreditations. This puts it on the same level as universities in Europe and the USA, an important factor to me.

It’s fantastic that the University have recognized the importance of digital marketing with social media platforms having transformed the way people behave.   The fundamentals of marketing will always be applicable but, as technology takes over so many aspects of our lives, digital marketing is most definitely the future."

Dr. David Cosgrave

Tuition fees structure and calculation

Abu Dhabi

Course type
Total (AED)
AED 56,160
credit hour cost (AED)
1,440
required credits
39
AED 131,220
credit hour cost (AED)
1,620
required credits
81

Dubai

Course type
Total (AED)
AED 56,160
credit hour cost (AED)
1,440
required credits
39
AED 131,220
credit hour cost (AED)
1,620
required credits
81 

Al Ain

Course type
Total (AED)
AED 44,850
credit hour cost (AED)
1,150
required credits
39
AED 105,300
credit hour cost (AED)
1,300
required credits
81 


Tuition is based upon the College and/or Department classification as opposed to the course classification or level. Tuition rates for undergraduate students vary from the tuition rates for graduate students.

The tuition fee calculations are an example only and are based on the assumption that elective courses will be taken with the College that the student is taking their major with. However, if the student selects elective courses outside of this College, the total cost payable may increase or decrease to reflect the tuition rate of the College where the elective is delivered. 

Costs of books and supplies are not included in the Tuition and Fees. Students at Abu Dhabi University are also required to pay certain fees and other costs to attend the University. Abu Dhabi University reserves the right to change tuition and fee rates at any time. A tuition schedule is published prior to registration for each semester.

For more information, please click here to view the University's tuition fee structure. Fees are subject to change during the year as per government charges and testing bodies.

Career opportunities

Digital marketing is a cutting-edge field with unlimited potential. Some of the most globally in-demand jobs fall into this discipline. It provides you with the knowledge and skills required to start your own business in digital marketing or social media marketing, as well as to work as part of a team in a wide range of organizations across all industry sectors in the UAE.


Graduates of this program are able to pursue careers in web design and digital marketing, search engine optimization (SEO), search engine marketing (SEM), media development and advertising, online community management, social media marketing and management, email marketing, content marketing, web analytics and digital planning and strategy.

Entry requirements

Secondary School Certificate
Type of Secondary School Certificate
Requirements
Ministry of Education Schools- General Track
Ministry of Education Schools- Advanced Track
Abu Dhabi Education Council Track
Achieving the minimum average of 75% on completing grade 12
Indian Senior Secondary Certificates (CBSE), or State Board Examinations, or Indian School Certificates awarded by ICSE
Achieving the minimum average of 45% on completing grade 12
British System (IGCSE & GCE)
Completing a total of 7 subjects from either IGCSE level or AS/A2 levels, in at least 4 of the following fields: Mathematics, Languages, Sciences, Social Studies and Humanities, Art and Design; with a minimum required grade of C for the IGCSE level subjects, D for the AS Levels, and E for A2 subjects.

Successfully provide evidence / certificate of completing at least 11 years of schooling.
Canadian & American High School Diplomas
Achieving the minimum average of 75% on completing grade 12 or its equivalent of overall average C+ grade or 2.5/ 4.0
International Baccalaureate Diploma
Successfully completing 6 subjects, with at least 2 at the higher level (HL) and a minimum total of 24 points.

Course outline

General Education
39 credit hours
College
45 credit hours
Majors
21 credit hours
Major Electives
3 credit hours
Open Electives
12 credit hours

Scholarships