Bachelor of Arts in Communication - Advertising and Integrated Marketing Communications
Program Overview
The Bachelor of Arts in Communication – Advertising and Integrated Marketing Communications program at Canadian University Dubai equips students with the skills and knowledge to thrive in the dynamic world of advertising. Through a combination of theoretical knowledge and practical application, students learn to create and execute effective advertising campaigns across various media platforms, while also emphasizing ethical and social responsibility. The program offers a unique internship opportunity with Memac Ogilvy and prepares graduates for successful careers in diverse advertising and marketing roles.
Program Outline
This program equips you with a solid foundation in practical research methods, copywriting, planning, and design. You'll gain the knowledge and professional competencies necessary to thrive in both traditional and online advertising environments, encompassing all aspects of an advertising campaign from conception to execution.
Objectives:
- Develop students' flair for creative communication in the context of advertising and marketing.
- Provide a comprehensive understanding of the principles and practices of advertising and integrated marketing communications.
- Equip students with the research skills and methodologies necessary for effective campaign development and evaluation.
- Foster critical thinking, problem-solving, and decision-making abilities in the context of marketing and advertising.
- Cultivate strong communication skills, including writing, presenting, and interpersonal communication.
- Prepare graduates for successful careers in diverse advertising and marketing roles.
Program Description:
The CUD Bachelor of Arts in Communication – Advertising and Integrated Marketing Communications program offers a unique learning experience that combines theoretical knowledge with practical application. Students gain hands-on experience through projects, simulations, and real-world case studies. The program also emphasizes the ethical and social responsibility aspects of marketing and advertising.
Outline
Program Content:
- Advertising concepts and theories
- Integrated marketing communications
- Consumer behavior and market research
- Media planning and buying
- Creative concept development and execution
- Copywriting and editing
- Digital marketing and social media
- Public relations and brand management
- Campaign management and evaluation
Program Structure:
The program consists of 124 credit hours spread across eight semesters. It includes compulsory courses in General Education and Department of Communication requirements, along with major-specific courses. It provides details on the specific courses offered each semester, along with their schedules and instructors.
Module Descriptions:
- Principles of Advertising and Integrated Marketing Communications: Introduces students to the core concepts and principles of advertising and marketing.
- Research, Measurement and Metrics: Equips students with the skills and tools to conduct market research, measure campaign effectiveness, and analyze data.
- Rhetoric and Strategic Writing: Develops students' writing skills for persuasive communication in advertising contexts.
- Creative Advertising Strategies: Fosters students' creativity and ability to develop innovative advertising concepts.
- Communication and Media Planning Strategies: Teaches students how to plan and manage advertising campaigns across various media channels.
- AIMC Capstone Project: Culminating project where students apply their learned knowledge and skills to develop a comprehensive advertising campaign for a real-world client.
- E-Portfolio & Internship II for AIMC: Provides students with opportunities to build their professional portfolio and gain practical experience through internships.
Other:
The program offers a unique internship opportunity with Memac Ogilvy, one of the world's largest marketing communications networks.
