Program Overview

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Bachelor of Business Administration - E-Commerce and Marketing

The Bachelor of Business Administration in E-Commerce and Marketing is a comprehensive program designed to equip students with the knowledge and skills necessary to succeed in the ever-changing marketplace. The program focuses on the essentials of marketing and advanced knowledge of digitalized trends in marketing.

About Concentration

The marketing concentration is an all-inclusive curriculum that covers both the essentials of marketing and advanced knowledge of the most digitalized trends in marketing. As marketing concentration graduates, students will join a marketing team for a brand or organization and develop their careers as marketing analysts, campaign managers, customer relationship managers, or digital marketers.

Course Structure

Students will start their journey with general and core courses and then progress to e-commerce and marketing concentration courses. The marketing concentration courses have been developed to offer the most relevant marketing knowledge and skills, including unique courses in marketing such as Marketing Analytics and Sustainable Marketing.

Professional Body Accreditation

The College of Business Administration BBA in E-Commerce and Marketing degree at The American University in the Emirates has been recognized by the Chartered Institute of Marketing (CIM). This recognition allows students to be exempted from specific modules on their path to becoming certified in Professional Marketing and Professional Digital Marketing.

Program Learning Outcomes

The program learning outcomes include:

1. Develop critical analysis skills relevant to their career paths
2. Analyze and interpret specialized data and information to make rational business decisions
3. Apply innovative and advanced approaches to evaluate the national and international business environment
4. Demonstrate practical skills of various business disciplines
5. Acquire knowledge about the fundamental concepts, principles, and theories in the concentration

Admission Requirements

For further information on admission requirements, please refer to the university's admission criteria.

Accreditation

The American University in the Emirates is licensed by the UAE Ministry of Higher Education and Scientific Research Commission for Academic Accreditation.

Program Structure

The program consists of:

• General Education Courses: 10 courses, 30 credit hours
• Core Courses: 23 courses, 72 credit hours
• Concentration Courses: 6 courses, 18 credit hours
• Free Elective: 2 courses, 6 credit hours
• Total: 41 courses, 126 credit hours

General Education Courses

The general education courses include:

University Core Requirements

• University Life (3 credit hours)
• Innovation and Entrepreneurship (3 credit hours)

Languages and Communication Studies

• Academic Writing (3 credit hours)
• Introduction to Research (3 credit hours)
• Arabic Composition or Arabic for Non-Arab or Communication Skills in Arabic (3 credit hours)

The Natural Sciences or Mathematics

• Natural Science or Sustainable Energy or Environmental Science or General Mathematics (3 credit hours)

The Social or Behavioral Sciences

• Introduction to Anthropology or Introduction to Sociology or Introduction to Political Science or Introduction to Social Science or General Psychology (3 credit hours)

The Humanities or Arts

• Contemporary Arab Art or History of Islamic Art or Introduction to Philosophy or World History or Middle East History or English Literature (3 credit hours)

Islamic Studies

• Islamic Culture or Islamic Civilization (3 credit hours)

UAE Studies

• Emirati Studies (3 credit hours)

Core Courses

The core courses include:

1. Principles of Management (3 credit hours)
2. General Statistics (3 credit hours)
3. Principles of Accounting (3 credit hours)
4. Managerial Accounting (3 credit hours)
5. Microeconomics (3 credit hours)
6. Business Technology Management (3 credit hours)
7. Business Statistics & Quantitative Analysis (3 credit hours)
8. Principles of Marketing (3 credit hours)
9. Financial Management (3 credit hours)
10. Macroeconomics (3 credit hours)
11. Organizational Behavior (3 credit hours)
12. Production and Operations Management (3 credit hours)
13. Business Law (3 credit hours)
14. Business Intelligence & Analytics (3 credit hours)
15. Introduction to Business Risk Management (3 credit hours)
16. Sustainable Business Practices in the GCC and MENA Region (3 credit hours)
17. Strategic Management (3 credit hours)
18. International Business (3 credit hours)
19. Human Resource Management (3 credit hours)
20. Project Management (3 credit hours)
21. Negotiation Skills (3 credit hours)
22. Startup Management and Growth Strategies (3 credit hours)
23. Internship (6 credit hours)

Concentration Courses

The concentration courses include:

1. Consumer Behavior (3 credit hours)
2. Digital Marketing (3 credit hours)
3. Integrated Marketing Communication (3 credit hours)
4. Marketing Insights and Analytics (3 credit hours)
5. Special Topics in Marketing (3 credit hours)
6. Sustainability and Responsible Marketing (3 credit hours)

Free Electives

Students must choose 2 courses (6 credit hours) from any other college/specialization, provided the prerequisites of the chosen courses are met.

Recommended Study Plan

The recommended study plan is based on the available offered courses in the registered semester.

Attendance

Students build their schedule based on available offered courses in the registered semester.

Weekend Classes

Weekend classes are available on Saturdays and Sundays between 9:00 AM and 8:00 PM.

When Can I Join

Students can join at the beginning of any semester.

Tuition Fees

The yearly tuition fees are AED 51,500/USD 14,023, inclusive of VAT 5% and excluding service fees. Note that yearly fees will vary depending on the number of courses enrolled.

Scholarships

For scholarship details, please contact the Office of Student Life & Community Engagement.

Preparatory Courses

Prior to their enrollment in the program, students applying for the Bachelor of Business Administration must sit for the placement test related to the program. Failure to pass the placement test requires students to enroll in the following courses:

1. Computer Preparatory (0 credit hours)
2. Mathematics Preparatory (0 credit hours)
3. Academic Writing (0 credit hours)