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UOWD's Bachelor of Psychological Science (Marketing)
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  • Bachelor of Psychological Science (Marketing)

Bachelor of Psychological Science (Marketing)

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

Understanding human behaviour and social psychology offers a significant advantage in the marketing world. The Bachelor of Psychological Science (Marketing) integrates psychological science with marketing principles, enabling students to understand and influence consumer behaviour effectively.

Throughout the programme, students will delve into core psychological topics that will provide a robust foundation for understanding how people think, feel, and act in various contexts. This psychological expertise is crucial for creating effective marketing campaigns that can influence and persuade.

In addition to psychological theory, the curriculum covers essential marketing skills, including marketing analytics, brand management, content marketing, social media strategy, digital advertising, and search engine optimisation. Students will learn to apply psychological principles to these areas, enhancing their ability to understand consumer motivations and predict market trends.

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Program Selection Guide
Bachelor of Psychological Science (Marketing) - Download Program Structure
View Program Structure
  • Academic Requirements
  • Application Procedures
Entry Requirements

Admission to the Bachelor of Psychological Science is possible through a direct entry in alignment with UOW Australia admission requirements or through the successful completion of a Freshman Year. UOWD is approved by the CAA to align admission requirements with UOW (Australia). This covers admission requirements of direct entry of appropriately qualified applicants to three-year undergraduate programs. Students who do not meet the direct entry requirements (for example UAE and GCC Thanawiya) will be required to successfully complete a one-year foundation studies prior to undertaking the bachelor program.

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.

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 secondary schooling within the 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 secondary schooling outside the UAE

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

  1. The issuing Board of Secondary Education OR a recognised authority for secondary education
  2. The Ministry of Foreign Affairs in the host country
  3. 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 award of the degree of Bachelor of Psychological Science (Marketing), a candidate shall accrue an aggregate of at least 144 credit points (cp) which include core subjects covering essential topics focused on psychology; subjects from the chosen major; and elective subjects..

  • Year 1
  • Year 2
  • Year 3

This course highlights core concepts in psychology. It will present a science-focused approach to psychology that will link psychological research with its broader role in evidenced-based clinical practice. It will provide key skills aimed at engaging students in core content, course material and readings and provide practical training that will allow students to develop independent learning skills. It will also provide writing and research skills that they will require throughout their undergraduate degree

This subject provides an introduction to theories and practical skills in psychology. It introduces students to the science of psychology. The content will focus on the way the individual's biological and psychological systems function. In particular, the subject will examine the historical context of psychology, biological bases of human behaviour, lifespan development, motivation and emotion, stress and health, personality, assessment, states of consciousness, and indigenous and cultural psychology.

This subject is a prerequisite for enrolment in second year psychology subjects. The subject examines the way in which individuals perceive and learn about their world, the ways in which group membership influences behaviour, the nature of psychological dysfunction, and the role of psychology in influencing health. Topics covered include learning, perception, intelligence, memory, cognition, psychology of abnormality, social psychology, and human relations.

This subject introduces the theories and practical skills characteristic of scientific psychology. The course has two main components: research methods and statistics. The methods component will cover the context of scientific research, the role of theories and hypotheses, varieties of research design, experimental comparisons, correlation and causation, reliability and validity, and ethical issues. The statistical component will introduce statistical reasoning as well as to elementary statistical procedures including descriptive statistics, the graphical representation of data, sampling and the normal distribution. The use and interpretation of specific statistical tests including the z-test, t-tests, coefficients of correlation and the chi-squared test will be covered.

Students choosing the major in Marketing will be required to complete the below specified subjects across the duration of their program.


Marketing research connects consumers and important stakeholders to marketers through information necessary for decision-making. It is fundamental to identification of marketing problems and opportunities. This course teaches creating research designs, methods for collecting information, analysing results, and disseminating findings and their implications. It uses analytical approaches and statistical software to formulate and solve research problems.

Consumer behavior is an exciting, dynamic and growing field of marketing. Managers, who want to satisfy customers and in turn develop and maintain successful organizations, need an in-depth understanding of their consumers. Consumer behavior is also of interest to many groups of people other than business people e.g. city councils, charities and educational institutions, who all need to understand their customers. This module is an introduction to understanding how consumers behave and why they behave in the ways that they do. It includes not only the conscious decision making of consumers, but also those factors of which the consumer is normally not conscious of, which cause them to buy and consume particular goods and services and not to buy and consume others.

Marketing communications whether between organizations and their stakeholders, or between stakeholders, uses a variety of different communications techniques and tools. Increasingly these are based in the digital environment. This subject examines the digital and non-digital tools and techniques that are used in marketing communications both by marketers and other stakeholders, as well as considering the opportunities and challenges associated with managing marketing communications in the digital age.

Being able to create new markets, attack competitors and defend your market position are daily aspects of modern marketing. In this 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.

Plus 4 elective subjects specified in the degree planner. Please consult with the School for the list of electives under your major.


As per the requirements from the Ministry of Education, students are required to complete a subject in the area of UAE Studies.

Click here to view all UAE Studies subjects


 

This subject will provide students with an understanding of the past and current theories in personality development, theories and change. For the personality theories relevant current research will be highlighted. Related areas of individual differences will be covered including measurement issues in personality, personality culture, situation, stability and change. Additionally the major issues in intelligence and its measurement will be outlined.

This subject will begin to examine the biological mechanisms underlying behaviour and changes in behaviour brought about by experience, as well as examining the psychophysiological and behavioural measures frequently employed to study these processes. Topics will include genetics, the nervous and endocrine systems, arousal, attention, learning, memory, language, Pavlovian and instrumental conditioning, habituation and orienting reactions. The practical component will include an introduction to the techniques and experimental methods used in the study of learning and psychophysiology, including the recording of the electrocardiograph, skin conductance, and the electroencephalograph.

This subject provides an overview of two broad content areas in experimental psychology. Perception is the study of how information is acquired from the environment through sensory organs. Cognition is concerned with the storage, manipulation and retrieval of such information. Lectures draw upon findings from both behavioural and neuropsychological studies. Topics covered include visual perception, attention, memory, language. Students learn how to conduct, analyse, and interpret experimental research.

This subject discusses core issues in child, adolescent and adult development with an emphasis on behaviour in the perceptual, cognitive, and social environment. half of the subject provides a developmental framework from the neonatal stage through adulthood. Key theories and empirical aspects in perceptual, cognitive and emotional development will be covered. Ethical issues concerning research involving children will also be addressed. The second half emphasises the contributions of social psychology to understanding individual behaviour in societal context including the workplace. The development of the social self, attitudes, prejudice and the importance of social cognition will be covered. The implications of issues arising from these core topics to indigenous psychology will also be considered

This subject covers data analysis techniques for simple experimental designs and correlational studies. These techniques will be developed around an understanding of experimental and quasi-experimental methods. Considerable attention is given to explaining the conceptual rationale underlying each analysis covered in the subject, and its application to research in the behavioural sciences. The content of the practical classes entails extensive use of SPSS, a statistical package for the Social Sciences.

This subject takes a developmental approach to mental health issues. It seeks to examine some of the common factors leading to these issues in both childhood and adulthood. An introductory exploration of the most prevalent issues is undertaken, using a variety of therapeutic models.

 

This subject provides students with an overview of widely used psychological assessment procedures (including personality and intelligence assessments). Intervention programs and their efficacy will also be discussed, as well as ethical and legislative requirements and consumer and career participation. Areas of focus will include both clinical and non-clinical settings. The subject will also deal with the counselling process by introducing students to basic interviewing skills used in counselling. Seminar and Workshop Sessions will provide students with an opportunity to observe counselling micro-skills and participate in group discussions and seminars.

This subject introduces (1) the origins and development of major approaches in modern psychology, and (2) important conceptual issues in psychology. It discusses the types of critical analysis needed to evaluate the theories, methods, accounts and practices that we encounter in psychology, and applies these to various psychological problems. Topics include: the place of history and metatheory in the study of psychology; science, mind and knowledge in the classical and medieval world, and in the early scientific era; rationalist and empiricist accounts of mind and knowledge; the legacy of empiricism and reactions to it; the 19th century, evolution, the beginning of empirical and experimental psychology; the development of the orthodox view of science and its influence on psychology; behaviourism; debates on science, its growth and status; contemporary psychologies from constructivism to cognitivism, functionalism and the computational model; realism.

This subject develops skills in the design and analysis of research investigations involving statistics. It is a pre-requisite for entry into Psychology Honours. Statistical computing is an essential part of the course. Topics covered include statistical techniques in psychological research, experimental and observational research designs, analysis of survey data; analysis of variance and covariance; regression; factor analysis; multivariate analysis; logistic regression.

This subject offers advanced training in experimental psychology, and particularly the method and theories of cognitive psychology. It is one of the subjects that provides a solid grounding in empirical psychology. The subject will extend students' knowledge of cognitive psychology from the framework acquired in PSYC236. It provides a detailed examination of a number of areas which may include short-term-memory, the psychology of reading, face recognition and reasoning. The practical program involves extensive experience of experimentation in cognitive psychology where students will act both as participants and researchers. Some of these experiments will be written up as lab reports or short assignments.

This subject allows students to study selected topics in social behaviour in more detail. The emphasis is on the extent to which one can explain social behaviours (eg. prejudice, crime, close relationships, particular adolescent behaviours) on the basis of individual differences and personality traits. An integral part of the subject will include the formulation of a research proposal by each student.

This subject aims to introduce students to the application of psychology in non-clinical settings. The subject focuses on how psychological principles can be applied in the context of sport, health and well-being, and workplace settings. Topics covered include sport psychology, health psychology, occupational health psychology, and organisational psychology. In each topic area, students will learn how research, theory and practice are interrelated and can be applied in contemporary society.

This course addresses contemporary issues in the scientific study of child development. The main emphasis of the course will be 1) to consider why there is now such a focus on the importance of the first 2000 days, 2) to evaluate the evidence base examining how the child come to actively and autonomously understand the world, 3) to investigate how the environment shapes the opportunities for children to reach their full potential, and 4) to ask how the child builds a conception of himself/herself as a person. Student will be expected to engage with way in which developmental psychology can provide data driven evidence that can be used to improve and enrich the experiences of children – such as the importance of being talk to, and being liked.

 

Program Outcomes

The programme also includes practical, hands-on training through industry projects and business simulations, ensuring that students gain real-world experience. This practical approach and a strong psychological foundation prepare graduates to excel in the rapidly evolving digital marketing landscape.

By integrating psychological science with marketing strategies, this degree offers a unique and comprehensive education that prepares students for a variety of career opportunities. Graduates will be well-equipped to take on roles such as consumer behaviour analyst, marketing strategist, brand manager, market research analyst, and digital marketing specialist.

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.

Professional Accreditation

Australian Psychology Accreditation Council (APAC)

Australian Psychology Accreditation Council (APAC)

The three-year Bachelor of Psychological Science and the additional honours year are accredited by the Australian Psychology Accreditation Council as a four-year sequence for the purposes of provisional registration with the Psychology Board of Australia. An additional two years of education and training are necessary to apply for general registration. This can be through a fifth year at University plus one year of supervised practice in the community or an approved postgraduate degree accredited at the fifth and sixth year level. You can find more information on general registration pathways on the Psychology Board of Australia website. The Australian Psychology Accreditation Council (APAC) Ltd is an independent quality and standards organisation, appointed by the Psychology Board of Australia (PsyBA) as the higher education accreditation authority for the psychology profession in Australia.APAC accredits more than 900 programs of study across 43 higher education providers, including Australian university programs delivered in Malaysia, Dubai and Singapore. APAC has 36 certified expert assessors on its register who contribute to APAC’s program of assessments and advisory work.

Prof Feras Hamza

Head of School
School of Humanities, Social Sciences and Health

Prof Feras Hamza, Head of the School of Humanities, Social Sciences, and Health at UOWD since 2018, oversees the transformative education approach in Media, Education, International Relations, and Health Sciences. His leadership fosters critical thinking in a diverse academic landscape, preparing students to excel as innovators and leaders.

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Faculty

Dr Muna Amr

Associate Professor
Program Director (Social Sciences, Psychology, Educational Studies)

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Dr Khalil Yousef

Associate Professor
Program Leader (Health Science)

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Dr Oliver Charles Bones

Associate Professor

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Dr Ruwan J Bandara

Assistant Professor

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Dr Rumaila Abbas

Assistant Professor
Discipline Leader (Marketing)

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Dr Jaeyoung Cho

Assistant Professor
Discipline Leader (Management)

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Dr Simone Favelle

Associate Professor
School of Psychology
University of Wollongong

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