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Bachelor of Communication and Media: Marketing Communication and Advertising

The Marketing Communication and Advertising specialisation will help you to develop skills in the delivery of coordinated messages about products and services, through various channels, such as television, radio, social media and experiential activities. You will learn how to research, plan, execute and manage marketing campaigns and acquire skills in issue management, communications technology, product publicity, crisis communication, and media relations.

You will gain an understanding of the components of the marketing mix, which helps you devise integrated marketing communication strategies effectively for brands.

Note: Degree name to be changed to Bachelor of Communication and Media (Marketing Communication and Advertising) for students commencing in September 2021 (Autumn 2021 intake).


This also prepares you for a thriving career in marketing communications in Dubai as well as abroad.

Through practical projects you will learn to critically analyse business and organisational issues in local, national and international contexts and use effective and creative strategies to construct and evaluate campaigns, while developing a strong understanding of the core fundamentals of marketing communications and advertising.


4 Years - Full-time

Winter - January | Spring - April | Summer - July | Autumn - September

Tuition Fees
AED 232,943
USD 63,472
(VAT 5% inclusive)


Are you a high school student who is unsure about your future career path and which is the right degree for you?
Visit us at our open day and attend a career talk by Rema Menon on the topic "Road Map to Higher Education"
Register now!

Are you looking to develop your digital marketing and social media skills? Are you interested in content creation, becoming a youtuber or social media influencer? Join now!


Acting Program Director

Dr Michael L. Mallory

Dr Michael L. Mallory
Assistant Professor
PhD Philosophy, Art and Critical Thought (PACT) European Graduate School, Saas Fee, Switzerland; MA Media and Communication, European Graduate School, Saas Fee, Switzerland; BS Social Science, Portland State University, Portland, OR, USA

Dr Michael believes some of the most meaningful learning happens when students are able to take ownership of their education...

Read more


Career Opportunities

As a graduate of this program you will be an effective marketing communicator, prepared for a range of roles, such as:

  • Advertising Account Executive
  • Public Relations Manager
  • Media Strategist and Planner
  • Marketing Communications Manager
  • Entertainment & Market Researcher
  • Government Communications Officer

Accreditation and Recognition

Accreditation and Recognition

This program is accredited by the UAE Ministry of Education and is fully recognised within the UAE, GCC nations and internationally for further education and employment in the private and public sectors.

In addition, the program is quality assured by UOW, which is registered with the Tertiary Education Quality and Standards Agency (TEQSA), the national regulator of the higher education sector in Australia. UOWD graduates have the opportunity to exchange their UOWD degree for the equivalent UOW Australia degree after completion.

Program Structure

To qualify for the award of the degree of Bachelor of Communication and Media, a candidate shall accrue an aggregate of at least 204 Credit Points (cp) comprising of the below:

  • 42cp of General Education subjects
  • 48cp Core subjects
  • 54cp Specialization subjects
  • 42cp BCM Electives
  • 18cp Additional Electives

Program Core

Subject Code Subject title Credit Points
BCM 110 Introduction to Communication and Media Studies 6
BCM 111 Global Media and Culture 6
BCM 113 Media Ethics and Law 6
BCM 114 Making Media 6
BCM 212 Understanding Research Practice 6
BCM 222 Global Media and Social Justice 6
BCM 241 Media Ethnographies 6
BCM 312 Emerging Issues in Media and Communication 6
BCM 313 The Future of Work


Specialisation Core

Subject Code Subject title Credit Points
MARK101 Marketing Principles 6
MGMT102 Business Communications 6
MARK221 PR Concepts 6
MARK250 Advertising Practice and Creative Strategies 6
MARK333 Integrated Marketing 6
MARK301 Digital Marketing 6
BCM 303 Collaborative Production Workshop 6
MARK322 Corporate Identity and Branding 6
BCM 214 Digital and Social Innovation 6
Plus 7 (42cp) electives. Zero level (00) subjects cannot be taken as electives

General Education (GED)

All students enrolled starting autumn 2020, must complete 42 credit point of General education as follows:

Subject Code Subject Title Credit Points
GEDA010 Academic Language Skills 6
GEDB010 Research Language Skills 6
GED 020 Academic Study Skills 2 6
ARTS317 Muslim Societies Across the Ages 6
INE 301 Fundamentals of Innovation and Entrepreneurship 6
One subject from Arabic Language * 6
One subject from UAE Studies ** 6
* Options in Arabic Language
ARA 101* Arabic for Beginners 1A 6
ARA 102* Arabic for Elementary level users 6
** Options in UAE Studies
PUBH115 Public Health 6
URBS103 Urban Sociology 6
GEOG222 Society and Environment 6
IRAE135 UAE and International Relations 6

* Placement tests will be conducted in ARA101 and ARA102 at the start of the semester

For students who enrolled prior to Autumn 2020, please refer to the following link


42 cp BCM electives. Zero level (00) subjects cannot be taken as electives. Choose 7 subjects from the list below.
Subject Code Subject Title Credit Points
VCD 101 Introduction to Visual Communication Design 6
VCD 102 Interaction Design Fundamentals 6
VCD 201 Typography 6
VCD 203 Social Impact Design 6
VCD 302 Motion Design 6
VCD 301 Professional Design Practice 6
VCD 390 Advanced Design project 6
BCM 115 Introduction to Screen Media 6
BCM 216 Transmedia Storytelling 6
BCM 217 Documentary 6
BCM 289 Transnational Media 6
BCM 320/333 Digital Asia/Hollywood and Beyond 6
BCM 322 Global Media Interventions 6
BCM 304 Global Screen Project 6
BCM 112 Emergent Media 6
BCM 206 Future Networks 6
BCM 215 Game Media Industries 6
BCM 325 Future Cultures 6
BCM 300 Game Experience Design 6
BCM 302 Advanced Digital Media Project 6
18 cp Additional Electives: Choose three subjects from the list below
Subject Code Subject Title Credit Points
MATH060 Foundation Mathematics for Humanities 6
CSIT111 Introduction to Programming 6
CSIT128 Introduction to Web Technology 6
ISIT301 Professional Practice and Ethics 6
MGNT110 Introduction to Management 6
ECON102 Economics and Society 6
MARK343 International Marketing 6

**Students wishing to take electives not on this list must receive approval from the Program Director

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