Licence en sciences du marketing

Program Overview

The BSc Marketing degree program offered at AU provides education of international standard and caters to the needs of all the employment sectors locally, regionally and globally. The program provides students with a wide range of knowledge in the various functional areas of business, as well as prepares them with comprehensive knowledge of successful management of the marketing mix. This major not only produces capable individuals who can address the challenging issues of businesses and the dynamic market but it also equips students with the academic credentials required to pursue higher education in national and international universities.

Mission

To provide quality education i.e., providing an education process of having decided what are the major areas that the students should understand and be able to do and qualities they should develop to be efficient and effective in his/her job endeavors. Accordingly, both structure and curricula are designed to achieve those capabilities and qualities.

Program Goals 

1.     Provide students with basic understanding of business, with special focus on marketing and its role in business.

2.     Develop entrepreneurial skills in students, including environmental analytical skills and proper communication skills, that helps organizations in decisions making.

3.     Develop skills of ethical marketing and business reasoning, critical thinking and problem-solving in local, regional and international business environment.

4.     Enable students to conduct and interpret marketing research.

Admission Requirements

The admission requirements for the Bachelor of Science in Marketing are:

High School Requirements:

• 60% of UAE Secondary School Certificate (Grade 12) for all tracks (Elite , Advanced, and General), or its equivalent.

English Requirements:

• A minimum score of EmSAT English of 1100,

If EmSAT English requirement is unmet, the following tests are accepted:

- TOEFL: 500 (or 61 in TOEFL iBT or 173 in TOEFL CBT); or IELTS Academics: 5; or

- Equivalent in other English proficiency tests approved by the MOE will be evaluated.

Graduation Requirements

Students will be awarded the Bachelor of Science in Marketing degree upon fulfillment of the following requirements:

• Successful completion of 126 credit hours, which normally takes eight semesters
• 16 weeks of industrial internship (after the completion of 90 credit hours including seven marketing core courses), which is equivalent to three credit hours
• A minimum Cumulative Grade Point Average of 2.0

Program Learning Outcomes

1. Describe knowledge of conceptual and theoretical frameworks of marketing.

2. Identify marketing opportunities and challenges for an organization.

3. Analyze an organization’s marketing strategy and identify appropriate marketing alternatives.

4. Exhibit an ability to collect, process, and analyze consumer data to make informed marketing decisions.

5. Analyze cases related to marketing mix, consumer behavior, social media, international marketing, marketing strategy, and marketing research and draw lessons for marketing managers in the Middle East.

6. Demonstrate professional and ethical ability to collaborate and to communicate in personal and group settings using the latest communication tools.

Tuition fees

The Bachelor of Science in Marketing program comprises a total of 126 credit hours, with a tuition fee of 1,265 AED per credit hour, amounting to approximately 37,950 AED per year.