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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.

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

Spring - January
Summer - June
Autumn - September

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


Attend our upcoming Degree & Career Path Counseling Day and meet our academic and admissions staff to find out more about your chosen program. Register now!

UOWD is committed to providing you with the necessary assistance in the current situation. Our Recruitment & Admissions team is ready to assist prospective students and their parents with the necessary career path and program guidance via several online platforms. Visit the below link to book a Digital One-to-One Consultation with our Admissions team based on your convenience.
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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 - Higher Education Affairs 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:

  • 60cp of General Education subjects
  • 48cp of Program Core subjects
  • 54cp of Specialisation Core subjects
  • 42cp of Electives

Program Core

Subject Code Subject title Credit Points
BCM 110 Introduction to Media and Communication 6
BCM 111 Global Media and Culture 6
BCM 113 Media Ethics 6
BCM 114 Making Media 6
BCM 212 Understanding Research Practice 6
BCM 222 Global Media and Social Justice 6
BCM 241 Media, Audience, Place 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)

Students are required to complete 60 credit points of General Education from the following seven (7) categories:

Subject Code Subject Title Credit Points
English, Arabic or other languages (18cp)
GEDA010 Academic Language Skills 6
GEDB010 Research Language Skills 6
GED 020 Academic Study Skills 2 6
Two subjects from Information Technology and Mathematics (12cp)
MATH060 Foundation Mathematics for Business 6
CSIT111 Introduction to Programming 6
CSIT128 Introduction to Web Technology 6
ISIT301 Professional Practice and Ethics 6
Islamic Studies, History or Culture (6cp)
ARTS017 Islamic Culture 6
Natural or Physical Sciences (6cp)
ENVI030 Environmental Science 6
One subject from Humanities or Arts (6cp)
ARTS035 Introduction to Philosophy 6
LAW 101 Law, Business and Society 6
Social or Behavioural Sciences (12cp)
PSYC015 Introduction to Psychology 6
SOC 103 Introduction to Sociology 6



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


For more information on fees and scholarships, entry requirements, application procedures, academic timetabling and information about credit for prior learning, please follow the links below:

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