The Bachelor of Mass Communication in Advertising aims to provide students with foundational knowledge of advertising techniques, to develop their capacity to creatively conceive advertising concepts, enhance their critical thinking skills and ability find appropriate solutions to advertising problems. Graduating students will possess the skills to carry out integrated and innovative advertising campaigns and be capable of competing in the labor market.
| No. | Program Learning Outcomes | Aligned with L7 QFE Descriptors |
|---|---|---|
| 1 | Identifies and defines the elements, types, sources and stages released. | QFE 1,3 |
| 2 | Advertises models designed using modern advertising techniques. | QFE 7,10 |
| 3 | Researches and studies advertising and public opinion research using modern technology. | QFE 5 |
| 4 | Plans advertising campaigns in various media. | QFE 6,8 |
| 5 | Employs the latest technology in editing and writing advertisements. | QFE 4 |
| 6 | Produces text ad for print, radio, TV and other electronics. | QFE 6,7,10 |
| Course No | Course Title | CR.H. | Prerequisite |
|---|---|---|---|
| First: General University Education (33) CR.H . | |||
| (1) Compulsory Courses (27) CR.H. | |||
| 0102120 | Computer Skills | 3 | |
| 0201111A | Science and Life | 3 | |
| 0401120 | English (1) | 3 | |
| 0401121 | English (2) | 3 | 0401120B |
| 0405100 | Arabic Language | 3 | |
| 0406110 | Islamic Culture | 3 | |
| 0409101 | UAE Studies | 3 | |
| 0501170A | Fund. of Innovation and Entrepreneurship | 3 | |
| 0508203A | Scientific Research Methodology | 3 | |
| (2) Elective Courses (6) CR.H. | |||
| The student is required to choose Only One course from each of the following groups: | |||
| (a) Society and Civilization (3) CR.H. | |||
| 0406100 | Arabs and Muslims' Contributions to Arts and Science | 3 | |
| 0408100A | Introduction to Psychology | 3 | |
| 0408101A | Physical Education & Health | 3 | |
| 0409100A | Ethical Awareness | 3 | |
| 0409102A | Environmental Awareness | 3 | |
| (b) Managerial Skills (3) CR.H. | |||
| 0303100 | Law and Society | 3 | |
| 0408103A | Thinking Skills | 3 | |
| 0408104 | Self-Assessment | 3 | |
| 0501100A | Introduction to Time Management | 3 | |
| 0501150 | Leadership and Teamwork | 3 | |
| Second: Compulsory College Requirements (51) CR.H. | |||
| 0102411A | Multimedia | 3 | 0102120 |
| 0405312A | Literary and Artistic Criticism | 3 | |
| 0501200A | Principles of Management | 3 | |
| 0504200A | Marketing Management | 3 | |
| 0506423A | Web Design | 3 | 0102120 |
| 0509100 | Principles of Economics | 3 | |
| 0601200 | Introduction to Traditional and Digital Journalism | 3 | |
| 0601201 | Mass Communication Law and Ethics | 3 | 0601200 |
| 0601202 | Mass Media in the UAE | 3 | |
| 601203 | Introduction to Political Science | 3 | |
| 601204 | Communication Theories | 3 | |
| 0602200 | Introduction to Advertising | 3 | 0509100 |
| 0602201 | Introduction to Fine Arts | 3 | |
| 0602202 | Digital Photography | 3 | |
| 0602203 | Mass Comm. Research Methods | 3 | 0508203A |
| 0603200 | Introduction to Public Relations | 3 | |
| 0603201 | Public Opinion | 3 | 0603200 |
| Third: Specialization Courses (39) CR.H. | |||
| (1) Compulsory Courses (30) CR.H. | |||
| 0602310 | Writing for Advertising | 3 | 0602200 |
| 0602320 | Advertising Management | 3 | 0501200A& 0602200 |
| 0602330 | Integrated Marketing Communication | 3 | 0504200A& 0602200 |
| 0602340 | TV and Radio Advertising | 3 | 0602310 & 0602200 |
| 0602351 | Printed Advertising | 3 | 0602310 &0602200 |
| 0602360 | Planning Advertising Campaigns | 3 | 0602310 &0602200 |
| 0602470E | Strategic Advertising | 3 | 0602200 &0401121 |
| 0602480E | Electronic Advertising | 3 | 0602200 & 0401121 |
| 0602490 | Internship for Advertising | 3 | 90 CR.H. |
| 0602499 | Graduation Project | 3 | 90 CR.H. |
| (2) Elective Courses (9) CR.H. | |||
| 0301322 | Intellectual Property Rights | 3 | 0601201 |
| 0504330 | Consumer Behavior | 3 | 0504200A |
| 0601462 | The Art of Diction | 3 | 0601204 |
| 0602430 | Direct Marketing | 3 | 0602200 |
| 0602431 | Branding and Trade Mark | 3 | 0602200 |
| 0602432 | Advertising and Social Media | 3 | 0602200 |
| 0602481 | International Advertising | 3 | 0602200 |
| Course Code | Course Name | Textbook Title | Name of Authors | publisher | Year of Publication |
|---|---|---|---|---|---|
| 0602330 | Integrated Marketing Communications | Integrated marketing communications | Dr. Ali AL Zoghbi | Bright Horizons Publishing House | 2018 |
| 0602430 | Direct marketing | Contemporary Marketing | Dr. Mahmoud Haridi | Egyptian Publishing | 2014 |
| 0602431 | Branding and Trade Mark | Trademarks and Industrial Designs in the GCC | Dr. Wael Bondouk | University Thought Center, Egypt | 2006 |
| 0102411 A | Multimedia | Multimedia design and production | Tariq Esmael Mohammed, Translation of Nasruddin Ayadi and Sadiq Rabeh | Dar AL Afaq Almushreqa | 2018 |
| Multimedia Foundations: Core Concepts for Digital Design | Vic Costello | 2nd2016 | |||
| 0506423A | Web Design | Responsive Web Design with Adobe Photoshop | Dan Rose | Adobe Press | 2015 |
| 0601200 | Introduction to Journalism | Introduction to traditional and digital journalism | Dr. Hussein Ali Ibrahim Al Falahi | University Book House | 2017 |
| 0601201 | Mass Communication Law and Ethics | Laws and ethics of media work | Dr. Hosny Mohamed Nasr | University Book House | 2017 |
| 0601202 | Mass Media in UAE | Media in UAE | Dr. Fawzia Al Ali | Al Falah Library | 2016 |
| 0602200 | Introduction to advertising | Advertising foundations and principles | Dr. Alnoor Dafullah Ahmad | University Book House | 2016 |
| 0602201 | Introduction to Fine Arts | Gateways to Art: Understanding the Visual Arts | Debra J. DeWitte , Ralph M. Larmann , M. Kathryn Shields | Thames & Hudson | 2015 |
| 0602202 | Digital photography | Secrets of Digital Photography (5 Parts) | Scott Kilby | Arab Science House | 2014 |
| 0602203 | Mass Communication Research Methods | Media Research Methods | Dr. Saad Suleiman Al Mashhadani | University Book House | 2017 |
| 0603200 | Introduction to Public Relations | Introduction to Public Relations | Dr. Reham Ali Noir | University Book House | 2017 |
| 0603201 | Public Opinion | Introduction to public opinion | Dr. Kamil Khurshid | Dar Osama | 2015 |
