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Marketing Communication & Advertising Bachelor's Degree

Bachelor of Communication and Media (Marketing Communication and Advertising)

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

3 Years Bachelor Degree
(24 subjects)

4 Years Bachelor Degree
with Integrated Freshman Year (32 subjects)

Classes commence

September (Autumn)

January (Winter)

April (Spring)

Yearly Fees*

AED 60,429 / USD 16,466
*VAT 5% inclusive
Note: Yearly fees will vary depending
on number of subjects enrolled in

Marketing, Advertising and Public Relations no longer solely belong to the world of business. In fact, it’s much more common today for marketing, advertising and public relations to find their home in the world of Media and the creative industries. But, no matter where these areas of study and work lie, at their core they are about communication – communicating information about products, services, people & events. The most successful marketers are able to design and create communication strategies and collaterals to have a high impact on their intended audience. This starts with, of course, being able to identify the target audience, understanding the target audience, and creating campaigns to effectively reach this audience.

The Marketing, Communication and Advertising Specialization offers an in-depth look into the business aspects of media, marketing, communication and advertising. In addition to learning about the business side of media and media making, you’ll learn about various media and communication strategies and various media making strategies – making you the makers of advertisements and marketing campaigns – rather than mere discussers of such things.

What sets this specialization apart from a more traditional, business approach to marketing is the practical nature of the courses and course work. You’ll learn about media design and process, and be able to use these skills in the creation of advertisements and marketing campaigns. You’ll work on real-world, live projects, testing your creations with a public audience, testing your audience engagement, receiving real-time feedback and making adjustments accordingly. All of the work you do during the program is archived in your personal portfolio, making you job ready – and setting you apart from the field – by the time you graduate.

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Program Selection Guide

UOWD's Bachelor of Communication and Media

Entry Requirements

Students who have excelled academically at school and meet our advance entry requirements can finish their bachelor's degree in three years, instead of the existing four-year programs. Any prospective student that does not directly qualify for an advance entry three-year program, is still able to enrol in any of our bachelor’s degree, through a one-year Freshman Year.

Admission requirements for UOWD depends on the type of high school curriculum you have followed. The requirements based on the most common high school curricula are listed below:

School System	Bachelor Degree Advanced Entry (3 Years)	Bachelor Degree Direct Entry (4 Years)
UAE Al-Thanawiyya Al-Aama	N/A	Elite or Advanced Track 70%, General Track 75%
Arab Countries Al-Thanawiyyah Al-Aama	N/A	70%
American High School Diploma	Overall average grade of C (70% or 2.5/4.0) + SAT 1100	Overall average grade of C (70% or 2.5/4.0)
Bangladesh HSC	GPA of 4.0 / 5.0	GPA of 3.0 / 5.0
Brazil Brazil Higher Secondary Certificate	N/A	60%
British GCE Curriculum	Minimum 5 IGCSE/GCSE subjects – Grade D and Minimum of 3 A level subjects – Grade CCD Completion of Year 13	Minimum 5 IGCSE/GCSE subjects – Grade D and 2 AS or 1 A level subject (s) – Grade D Completion of Year 13
Chinese Senior High School	80%	60%
Colombia Título de Bachiller Académico	N/A	3 out of 5 or 6 out of 10
International Baccalaureate Diploma	25 Points	21 Points
India CBSE & ICSE, Grade 12	65%	50%
Iran Pre-University Certificate	14	11
Japan Upper Secondary School Diploma	3.8 out of 5	2.5 out of 5
Kenya	60	31
Mexico	N/A	6 out of 10
Nepal School Leaving Certificate Examination	3 out of 4	2.3 out of 4
Nigeria WAEC & NECO	N/A	Minimum of 7 subjects with no more than 1 “Pass”
Pakistan Higher Secondary School Certificate	88%	65%
CIS Countries Attestat	N/A	Average 3/5
South Korea CSAT	77.5%	70%

Notes:

Students with qualifications from other curriculum should contact the Student Recruitment and Admissions department at UOWD to determine their eligibility.
All students applying from non UAE MoE curriculum must provide an equivalency of their Secondary School Certificate from the Ministry of Education, UAE; stating the completion of Grade 12.
A student who does not satisfy the criteria for Equivalency of Secondary School Certificate, may be subject to conditional admission, based on receiving a Letter of No Objection to Conditional Admission issued by the Ministry.

English Language Requirements

At UOWD, all classes are taught in English and in order to enrol in a bachelor’s degree you will need to submit one of the following certificate of English language proficiency:

English Language Testing	Bachelor Degree Advance Entry (3 Years)*	Bachelor Degree Direct Entry (4 Years)**
IELTS Academic	Overall score of IELTS 6.5 with scores no less than 6.0 in each band	Overall IELTS (Academic) score of 5.0 & Minimum score of 5.0 in Reading & Writing
TOEFL Internet-based	88 with not less than 22 in Writing, 20 in Reading, 17 in Listening, 18 in Speaking	61
TOEFL Computer based	231 with a 4.5 TWE/Essay Writing	173
TOEFL*** International paper based	575 with a 4.5 TWE/Essay Writing	500

Notes:

* Students with IELTS 6.0 and scores no less than 6 in each band could be admitted with the condition to successfully complete a remedial subject in first trimester.

** Students with a minimum overall score of 6.0 in academic IELTS (or equivalent) and a minimum score of 6.0 in reading and writing(or equivalent) are eligible for advanced standing for English Language subjects.

*** Students admitted under this criterion must complete the test at AMIDEAST.

Credit for Prior Learning

If you are seeking advanced standing status, please submit an official academic transcript showing all courses studied and the grades achieved, syllabus details (including information on course content) for the courses you have completed and an explanation of the grading system.

To make an application for your chosen program, complete the online application form and submit it along with all your supporting documentation (see below) prior to the application deadline.

Late applications may be accepted subject to the availability of places but applicants are encouraged to apply as early as possible.

Supporting Documentation

Please ensure that all these documents accompany your application for admission form submittal:

An original or certified copy of your secondary school records
A Statement or Certificate of Completion of secondary school
Proof of your English language proficiency

(Note: Results from IELTS & TOEFL tests may be sent to the University directly from the IELTS or TOEFL testing centres quoting the UOWD institution code IELTS: AE109 / TOEFL: 7907)

UAE ID (if applying from within the UAE)
A copy of your passport (and Residence Visa, if resident in the UAE).

Additionally, if you are seeking advance standing in your chosen program:

Certified copies of official academic transcripts showing all courses studied and grades obtained, syllabus details (including information on course content) of the courses you successfully completed and an explanation of the grading system.

Applicants who completed high school within UAE

All applicants for admission who have completed the Thanaweya Al-Amma must get their certificates attested by the UAE Ministry of Education.

Applicants from all other curriculum, who have completed their high school from UAE, are required to obtain equivalency of their high school qualifications from the UAE Ministry of Education.

In these circumstances, you will be provisionally admitted to the University and permitted to commence the first semester of study, subject to you obtaining the required attestation/equivalency.

Applicants who completed high school outside UAE

You must have your secondary school records and Certificates of Completion certified by:

The issuing Board of Secondary Education OR a recognised authority for secondary education
The Ministry of Foreign Affairs in the host country
The UAE Embassy in that host country OR the Embassy of the host country in UAE must attest the authenticity of the documents and attestations and the UAE ministry of Foreign Affairs.

In special cases where complying with conditions (2) and (3) are not feasible, the certificates may be verified against originals by Embassies in the UAE and the UAE Ministry of Foreign Affairs.

In these circumstances, you will be provisionally admitted to the University and permitted to commence the first semester of study.

If you are unable to secure the attestations as outlined above you will be asked to sign a “Consent to Provide Documents” form agreeing to secure the equivalency. You will be permitted to commence your studies at UOWD, but will be given a maximum of one semester to obtain the attested certificate(s). UOWD reserves the right to take appropriate action against any applicant who cannot secure the appropriate documentation in this time, which may result in the termination of the student’s enrolment at UOWD.

For more information or assistance on attesting documents from outside UAE, click here.

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Program Structure

To qualify for the Bachelor of Communication and Media (BCM), a candidate shall accrue an aggregate of at least 144 credit points comprising of core subjects, major subjects, electives and final year project.

Core Subjects

This foundation subject introduces students to ways of understanding media and communication practices, institutions and technologies. The subject takes an interdisciplinary approach to understanding how producers and consumers interact in a media saturated world. The subject will begin with the ways in which the media has been discussed in theory and in practice, and go on to examine how our communication practices and adoption and use of different technologies are integrated with our professional, social and political lives.

In an era of globalisation, communication across cultures is key to our capacity to thrive in diverse workplaces. This subject introduces students to key issues in communication and media and how these overlap with developments in transnational media industries and practices. We examine the historical impact of media technologies and institutions on the formation of local, national, and international cultural communities and explore contemporary sites of opportunity or crisis produced by the emergence of global communication networks.

Working in the communication and media industries requires a sound understanding of the legal framework within which you operate. But it is not just the law that we need to be aware of. There is also an ethical dimension that can manifest itself when we are considering the language we employ to talk about people with disabilities as well as particular racial, ethnic or religious groups, or other groups within society. Ethical issues arise whenever we choose photographs or video images to splice into our stories or even private conversations. As professional communicators we need to be aware of the damage that a wrong or misguided decision can have on a person’s reputation or emotional well-being. This subject will equip you with the tools required to address these and other questions you may confront while working in a position that involves communicating with people.

The subject introduces fundamental techniques in media making, including idea mapping, rapid prototyping, testing and feedback-based iteration. Working individually or in a team, you will have the opportunity to ideate, pitch, develop, and deliver a real-world digital artefact relevant to your personal interests and professional aspirations. The subject is organised in three modules mirroring key stages in a media project production process: mapping ideas, prototyping, and testing. You will develop your own digital artefact mapped to these stages, reflect on the production process, and present your work. Each digital artefact will be applied in the real world, demonstrating social utility outside of the subject context. The digital artefact encourages experimentation, creative entrepreneurship, digital innovation, and a speculative approach to media making.

Major Subjects

Marketing is a set of activities and processes for creating, communicating and delivering offerings and facilitating satisfying exchange relationships in a way that delivers value for consumers and society. Organisations need to know how to define and segment a market and how to position themselves strongly by identifying marketing opportunities and problems, and developing products, services, experiences and ideas for chosen target markets more effectively than their competitors. Marketing is essential for all organisations including manufacturers, wholesalers, retailers, professional services firms including lawyers, accountants and architects, and non-profit institutions including charities and museums. The subject examines the fundamental concepts underpinning the marketing process and theories relevant to the study and practice of marketing. It serves as a foundation for further studies in business by developing an overview of where marketing fits within organisations and what framework marketing provides for enhancing and enabling the conduct of a business.

This subject focuses on culturally sensitive, respectful, ethical, and effective communication, personally and professionally, using a range of modes and environments. It examines and discusses cultural, organisational, and interpersonal communication processes, and incorporates practical professional skills including presentations and writing for focussed purposes such as academia and social media. Other concepts addressed, which assist in building relationships and understanding, are non-verbal communication, active listening, and feedback.

Elective Subjects

Students are required to choose an additional TWO elective subjects, each worth 6 credit points, from the school's approved list.

Core Subjects

If you are developing a product, designing a service or crafting a communication plan, you will need to think about how users or audiences will respond. This subject introduces you to the methods and challenges involved in researching lived experience, including your own. We look at user experience (UX) research, participatory co-design, creative and collaborative ethnography, and research as storytelling, in the context of traditional methods: surveying, interviews, focus groups. The subject emphasises ethical knowledge making, participant engagement and public communication. Students learn about these by designing, managing and reporting on a small experience-centred research project.

This subject explores the powerful role played by the media in both creating inequalities and fighting injustice. We cover key contemporary issues from the blood minerals in our everyday media devices and news coverage of refugee crises to the increasing prominence of celebrity culture in global movements for justice. We also delve into historical roots of social injustice looking at how media discourses of orientalism gave rise to problems continuing today. The subject emphasises media that you may not normally think of in connection with social injustice. Examples may include the politics of maps or the use of music or other expressive media in social movements. This subject will expand your knowledge of global media and of the ways in which media make a difference to the lives of people in many and diverse cultures. In assessments for this subject you will have the opportunity to focus on one of these issues in more depth making use of images and words to communicate what you find.

What does it mean to develop an expertise in a media niche and how does that help your professional future? In this subject we use ethnographic research methods to critically examine what content creators do from the perspective of the audience. You will learn how to conduct autoethnographic research to assist the production of innovative content in a media specialisation relevant to your personal interests or professional aspirations. Learning in this subject is enhanced through online lectures and tutorials focused on developing innovation, entrepreneurship and commercial opportunities within your media niche.

Major Subjects

This subject explores some of the major debates and the local and global impacts of digital and social innovation and digital disruption across the creative industries. Topics focus on a range of competing developments in virtual communities, blockchain applications, automation and robotics and the Internet of Things, for example, as well as the startups, innovation hubs, incubators, accelerators, co-working spaces and smart-city precincts where these activities are occurring. By investigating the interactive networks of people, public and private enterprises, industry events, technologies, regulation and governance, you will gain a deeper understanding of the entrepreneurial forces that are shaping the future of the digital economy.

This subject provides students with an introduction to the relational and communication concepts that underpin public relations. The aim is to provide students with the concepts to compare, debate, and evaluate different approaches to public relations from a theoretical perspective. Key concepts studied include management and organisation of public relations; social media and associated analytics; audiences, stakeholders and publics; media relations; issues and crisis management; creativity and communication. A social innovation orientation is adopted to emphasize the dynamics of change, power and ethics. Public relations concepts will be applied to relevant contemporary issues and case studies in order to analyse the implications for practice.

The focus of this subject is to provide an understanding of advertising practice and the opportunity to explore creative aspects of advertising strategy. The subject will describe advertisings role in marketing and public relations, highlight ethical and regulatory issues around advertising, introduce students to the concept of brand positioning, explain the concept of advertising planning and strategy process, consider media opportunities and constraints, and encourage students to engage with the advertising creativity process and creative media strategies.

Elective Subjects

Students are required to choose an additional TWO elective subjects, each worth 6 credit points, from the school's approved list.

Core Subject

What stories are being told about the future of work that will shape the experiences of media and communications graduates? How are automation and technology changing the boundaries between workplaces and personal spaces, and between work and personal time? How can we expect to navigate new ways of working, interacting, and collaborating, while sustaining our own wellbeing? In this seminar we look at the lived experience of work with a focus on the use of reflective narrative practice (collaborative storytelling) to manage professional self-development. Students draw on their own work experience and learn narrative techniques to examine their own values and those of others. This extends to an intensive interview-based project in collaboration with someone whose career journey is relevant to their future hopes.

Major Subjects

This subject explores the skills, strategies and professional expectations of collaborative media production. An examination of relevant principles, practices and industry case studies provides the basis for teams of students with different media production expertise to collaborate in the development of common projects.

This subject examines the fundamentals of digital marketing in order to provide a solid foundation on digital marketing strategy, implementation and execution. This grounding provides a detailed understanding of all digital channels and platforms to key applications in marketing such as research, adding value in the areas of product, distribution, pricing and promotion. A key focus is the link between delivering positive user experiences and developing customer relationships over time.

This subject aims to develop students' appreciation of the role that integrated marketing communications play in the company's or organisation's marketing or public relations efforts as well as how to develop integrated marketing communications programs that can effectively position brands. The subject has a managerial perspective and by the end of the subject students will be able to both manage and critically evaluate integrated marketing communications campaigns, with particular emphasis on achieving campaign objectives. Further, this subject will discuss relationship building through personal selling and sales promotion tactics.

Being able to create new markets, attack competitors and defend your market position are daily aspects of modern marketing. In this 'capstone' subject all of your prior marketing subjects are pulled together to complete your training as a marketing professional. A key component of this subject is the fine tuning of your analytical skills and diagnostic ability for the proposal, implementation and control of alternative marketing strategies and plans.

Elective Subjects

Students are required to choose an additional THREE elective subjects, each worth 6 credit points, from the school's approved list.

Choose One Emirati Studies*

The societies and places in which we live are very complex, and the interactions of individuals, as well as social institutions, have a direct impact on the life path we take. This course provides an engaging and accessible introduction to urban sociology and the study of cities, with particular focus on the experience of the UAE and Dubai. We’ll examine a number of substantive urban topics, including but not limited to the growth of cities and urban spaces in the UAE, sustainable development and practices, and the ‘built’ environment.

This course will introduce Public Health as an interdisciplinary science concerned with topics central to the population of U.A.E and on a wider scale of GCC region with regard to their physical, mental, and social well- being. The course focuses on current pertinent public health problems, assessing causation and examining intervention and management strategies at personal, social, and organizational levels.

This course offers an overview of the UAE’s rapidly emerging significance and its increased roles in global networks of international relations and diplomacy. Within that overview, the course examines the internal dynamics of the UAE, in particular, the priorities that emerge from a specific workforce dependency, a construction and tourism industry that looks ‘East’ as much as it does ‘West’. Thus the new ‘Look East’ policy complements the country’s historical partnership with the Western states. With the expansion of its global ties and relations, the UAE also becomes more sensitive to transnational issues, such as immigration, fluctuations in international markets or terrorism.

This subject aims to provide an understanding of relations and interactions between society and environment, including impact of societies on the Earth and its processes. Topics covered include the agricultural, industrial and urban revolutions; governance of environments; Indigenous land management; climate change; sustainability; and environmental impacts in the context of the Anthropocene.

This course aims to provide students with critical thinking perspectives about the relationship between history, religion and culture, in this case, the formation of Islamic culture(s). A sociological introduction to the study of Islamic culture will introduce students to the emergence of Islam in its 7th century historical context, its relationship to the other monotheistic traditions of the region, its growth into the dominant cultural paradigm of the Near East by the 9th century, alongside its impact and contribution to key fields of medieval science and knowledge. A historical approach will help students acquire familiarity with key Islamic texts, institutions, concepts of authority, traditions of jurisprudence and spirituality, artistic expressions, as well as milestones in Islamic history. The course wraps up with a discussion of issues central to contemporary debates relating to Islamic culture, such as identity, gender, multiculturalism, pluralism, secularism and religiosity.

* Students must complete 6 credit points (cp) of General Education subjects in the area of Emirati Studies as part of the 144 cp.

Note: If you enrolled at the University before Autumn 2024 and have already completed some GED subjects, you may continue with your original study plan to fulfill your graduation requirements. Alternatively, you may choose to follow the new guidelines by completing one GED subject in the Emirati Studies category from the list above and transferring any completed GED subjects to Electives if permitted by your degree plan.

For support and guidance on this option, please consult an officer at the Academic Success Centre or speak with the Academic Advisor in your School.

Program Outcomes

Students who graduate with a Marketing, Communication & Advertising degree will be ready to join the media workforce as marketing specialists, advertising designers, brand managers, or PR specialists. Almost every company in the world today has a marketing department, and many of these departments are placing more emphasis on media marketing, making the skills acquired in this program in high demand. The work you’ve done in the program, the projects you’ve worked on, and most importantly, your professional portfolio, will make you a very employable and in-demand job candidate.

For more on why this major is a good choice, and what skills you can expect to learn and develop in the program, see what some of our Marketing, Communication & Advertising students have to say.

Testimonial

Ayaa Masoud

“I have most definitely improved my problem solving and teamwork skills. The Media subjects that UOWD provides us with, really develop your character into a wiser and a more powerful one, simply because the tasks we are given help us grow. I have also developed my public speaking skills further. I have gained oral and written communication skills, and developed my leadership and work ethic.”

“I know for a fact that a job is secured once I graduate, because my media major has taught me different aspects and skills; I have great leadership, communication and teamwork skills due to the Media subjects taken at UOWD and because I am always open to new opportunities, and up for a challenge.”

Hanan Mohamed

The industry is growing as we speak, it’s constantly evolving and allows us to gain new interests, execute new skills, and divulge in creativity. The industry, in short, seems to be ever-changing and always exciting. The informative, dynamic, and creative atmosphere you’re surrounded by helps you understand yourself better. The program provides structure to express your creativity, which I've come to appreciate as a non-artistic person. You will constantly be inspired by other students' work and have the opportunity to collaborate and create something unique for yourself

Accreditation and Recognition

All degrees at the University of Wollongong in Dubai are accredited by the Commission for Academic Accreditation (CAA) of the UAE Ministry of Education and are licensed by the Knowledge and Human Development Authority (KHDA). In addition, the degree 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.

Students will be issued a UOW Australia degree upon graduation.

Dr Michael L Mallory

Assistant Professor
Program Director (Undergraduate & Postgraduate Media)

Dr Michael L. Mallory is the Program Director for Media & Communication at the University of Wollongong in Dubai (UOWD). He teaches a wide range of courses in the Bachelor of Communication and Media (BCM) and Master of Media and Communication (MMC) degrees

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Bachelor of Communication and Media (Marketing Communication and Advertising)

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

Classes commence

Yearly Fees*

Enquire Now

Program Selection Guide

View Program Structure

Program Structure

Core Subjects

Introduction to Communication and MediaBCM 110 | 6 cp

Global Media and CultureBCM 111 | 6 cp

Media Ethics and LawBCM 113 | 6 cp

Making MediaBCM 114 | 6 cp

Major Subjects

Marketing PrinciplesMARK101 | 6 cp

Business CommunicationMGNT102 | 6 cp

Elective Subjects

Core Subjects

Understanding Research PracticeBCM 212 | 6 cp

Global Media and Social JusticeBCM 222 | 6 cp

Media EthnographiesBCM 241 | 6 cp

Major Subjects

Digital and Social InnovationBCM 214 | 6 cp

Public Relations ConceptsMARK221 | 6 cp

Advertising Practice and Creative StrategiesMARK250 | 6 cp

Elective Subjects

Core Subject

The Future of WorkBCM 313 | 6 cp

Major Subjects

Collaborative Production WorkshopBCM 303 | 6 cp

Digital MarketingMARK301 | 6 cp

Integrated Marketing Communications StrategyMARK333 | 6 cp

Marketing Strategy & InnovationMARK344 | 6 cp

Elective Subjects

Choose One Emirati Studies*

Urban SociologyURBS103 | 6 cp

Public HealthPUBH115 | 6 cp

UAE and International RelationsIRAE135 | 6 cp

Society and Environment – Resources, Challenges, FuturesGEOG222 | 6 cp

Muslim Societies Across the Ages: Tradition, Secularism & ModernityARTS317 | 6 cp

Program Outcomes

Testimonial

Accreditation and Recognition

Dr Michael L Mallory

Faculty

Similar Career Paths

Open Day