Bachelor of Business (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

Marketing is essential for all organisations, even small business operators and not-for-profits. The Bachelor of Business major in Marketing degree (previously known as Bachelor of Commerce: Marketing) degree provides students with a comprehensive grounding of specialized marketing skills and knowledge needed to effectively plan, develop and execute marketing strategies.

Increasingly, marketing is incorporating digital technology and there is increasing demand for digital marketers. Hence, within the marketing major, students are also taught to develop a variety of relevant skills such as marketing analytics, insight mining, brand management, content marketing, social media management, digital advertising, search engine optimization, customer research, project management and others. The program includes intensive applied marketing training with an emphasis on new and emerging media and marketing analytical tools.

Courses in the curriculum are developed with industry focus and are focused on exposure to training on real-world problems and situations to ensure that graduates are employable and ready to contribute at work. Students will gain theoretical and practical experience in media channel selection, digital storytelling, marketing communications, market research, and digital analytics to make decisions as well as craft communications plans for clients within the classroom setting. In particular, the program aims to develop a variety of relevant skills such as marketing analytics, e-commerce, insight mining, brand management, content marketing, social media planning and analytics, , digital marketing and digital advertising, customer engagement, search engine optimization and customer research. The technological and data driven tools aim to create graduates who excel at collaboration, industry focus, and finding solutions to business problems.

Students also have the opportunity to graduate with a double major by choosing one more specialisation from the list of specialisations offered under Bachelor of Business. Students opting for double major are required to complete an additional 48 cp of subjects from the second specialisation.

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Program Selection Guide

Entry Requirements

Students who have excelled academically at school and meet our advance entry requirements can finish their bachelor's degree in three years, instead of the existing four-year programs. Any prospective student that does not directly qualify for an advance entry three-year program, is still able to enrol in any of our bachelor’s degree, through a one-year Freshman Year.

All applicants are required to complete a personal online interview set by the Faculty of Business, as an admission criteria. If required, in-person interviews may be arranged as a second step.

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”
CIS Countries Attestat	N/A	Average 3/5
South Korea CSAT	77.5%	70%

Notes:

All students applying for these programs are required to have an EmSAT in Mathematics with a score of 600 or equivalent.
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 IELTS (Academic) score of 6.0 & Minimum score of 6.0 in Reading & Writing Minimum score of 5.0 inListening & Speaking	Overall IELTS (Academic) score of 5.0 & Minimum score of 5.0 in Reading & Writing
TOEFL Internet-based	79 with not less than 20 in Writing, 18 in Reading, 17 in Listening, 16 in Speaking	61
TOEFL Computer based	213 with a 4.0 TWE/Essay Writing	173
TOEFL*** International paper based	550 with a 4.0 TWE/Essay Writing	500
EmSAT Achieve – English	1400	1100

Notes:

* Students with a minimum overall score of 6.0 in academic IELTS and no more than one score (either in reading or writing) between 5.0 and 6.0 will be given the opportunity to complete a remedial subject in the first semester as a condition for progression.

** 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, you will need to submit an official academic transcripts showing all courses studied and the grades obtained, syllabus details (including information on course content) for the courses you have successfully completed and an explanation of the grading system.

To make an application for your chosen program, complete the online application form and submit it along with all your supporting documentation (see below) prior to the application deadline.

Late applications may be accepted subject to the availability of places but applicants are encouraged to apply as early as possible.

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:

The issuing Board of Secondary Education OR a recognised authority for secondary education
The Ministry of Foreign Affairs in the host country
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 the the Bachelor of Business (Marketing), a candidate shall accrue an aggregate of at least 144 credit points (cp) which includes 48cp of core subjects (100 level), 48cp of Major Subjects (200 & 300 level) and 42cp of General Electives.

Core Subjects

This subject introduces students to the role and use of accounting information in a variety of organisations and society. Students evaluate both financial and non-financial reports and their impact on accountability, decision-making and corporate governance. The subject introduces students to various analytical techniques in order to make sound decisions in a variety of business and social settings.

The subject provides students with a conceptual tool kit for understanding and practicing responsible and ethical commerce in managing environment, globalization, technology, anti-corruption, labour and human rights. Working with industry, students will examine these issues from a variety of theoretical and practical perspectives and apply them to contemporary commercial contexts.

The aim of the subject is to introduce students to quantitative techniques and their application to the business world with an emphasis on the decision-making process. Students will be trained in the use of computer based software and models to analyze quantitative information for business decision-making.

This subject introduces students to essential macroeconomic and microeconomic ideas, models and reasoning, which helps them to understand various economic issues. The subject will demonstrate the importance of economics on business and society, and will stimulate greater awareness of economic approaches to the analysis of contemporary social issues.

This subject introduces fundamental concepts of corporate and personal finance, and the relationship with financial planning. Students are equipped with fundamental skills to understand the concept of time value of money, as applied to solving cash flow valuation problems within the context of corporate and personal finance. The subject also explores ethical issues in managing finance.

Organisations rely on managers and the management function for the efficient and effective running of their operations. This subject will introduce students to the key management theories and concepts required for managing people, process, environment and organizational culture. Students will learn the implications of managerial decisions on the internal and external environments.

Organizations need to know how to position themselves against competition by identifying marketing opportunities and problems. The subject examines the fundamental concepts and theories relevant to the study and practice of marketing. The subject serves as a foundation for further studies in business by developing an overview of where marketing fits within organizations and what framework marketing provides for enhancing and enabling the conduct of a business.

Choose any ONE of the below

The subject introduces basic accounting systems (double entries), concepts and techniques to identify, classify, process, record and present accounting and financial information. This subject train students on how to prepare account and financial statements.

This subject introduces students to the economic analysis of contemporary social issues such as inequality, human resources, environment, growth and development, and international trade, and the institutions that play a significant role in shaping them. The emphasis will be on policy-relevant examples from both the domestic and international contexts.

This subject introduces the theory and practice of communication in business and in workplaces. It examines and discusses the cultural, organisational and personal contexts and processes of communication. The subject would develop skills of public speaking, making presentations, writing reports, understanding of non-verbal messages, listening and building relationships in business and workplaces.

Major Subjects

Marketing research is the function that connects consumers and other relevant stakeholders to marketers through information that supports decision-making. Marketing research assists in the systematic and objective identification of marketing problems and opportunities, designs and implements the method for collecting information, analyses the results, and disseminates the findings and their implications. Failure to engage in marketing research activity leads to disadvantages in the competitive marketplace. Introductory Marketing Research will focus on the practice of marketing research by integrating theory and application. The subject includes the research process from problem definition to communicating the results and exposes the students to introductory qualitative and quantitative data analysis techniques.

Consumer Behaviour involves gaining a greater understanding of the consumers as individuals by studying the influence of perception, learning and memory, motivation, attitudes and attitude change on their behaviours. Other lifestyle influences are also considered such as demographics, household structure, group influence, social stratification and cultural variance. Additionally the content of this subject focuses upon consumers as decision makers, involving an examination of the entire purchase process. All of these components are examined in relation to how they can be influenced through marketing strategies. Other areas explored include how marketing practices can be used to influence consumer behaviour for the benefit of society as a whole (social marketing) rather than purely for commercial gain.

Marketing and digital communications whether between organisations 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 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. The subject also assists in the development of the students personal brand and digital portfolio.

General Elective Subjects

Students are required to choose an additional FIVE elective subjects, each worth 6 credit points, from the school's approved list.

This subject examines the emerging role of technology in the digitalization of business. The aim of the subject is to lay the foundational understanding of the current and emerging technologies that are revolutionizing the business world. Topics covered include: current and emerging technologies for digitalization of business; E-business and digital platforms; digital infrastructure; web technologies, information management; computational thinking, business analytics and social implications of digitalization. This subject will provide hands-on experience in the use of Web 3.0 technologies as well as business analytics software.

* Highly Recommended Elective Subject

Major Subjects

This subject deals with the international business environment and the key issues involved in operating across different countries and regions. The international business environment, new market entry modes, global strategies, functional strategies and the management and control of international/global operations are covered. On completion, students will understand international business and be able to apply key concepts in critically evaluating the challenges and opportunities of international business.

Choose any FOUR of the below

This subject provides students with an introduction to the relational and communication concepts that underpin public relations. The aim is to provide students with the concepts to compare, debate, and evaluate different approaches to public relations from a theoretical perspective. Key concepts studied include management and organisation of public relations; social media and associated analytics; audiences, stakeholders and publics; media relations; issues and crisis management; creativity and communication. A social innovation orientation is adopted to emphasize the dynamics of change, power and ethics. Public relations concepts will be applied to relevant contemporary issues and case studies in order to analyse the implications for practice.

The focus of this subject is to provide an understanding of advertising practice and the opportunity to explore creative aspects of advertising strategy. The subject will describe advertisings role in marketing and public relations, highlight ethical and regulatory issues around advertising, introduce students to the concept of brand positioning, explain the concept of advertising planning and strategy process, consider media opportunities and constraints, and encourage students to engage with the advertising creativity process and creative media strategies.

This subject examines the fundamentals of digital marketing in order to provide a solid foundation on digital marketing strategy, implementation and execution. This grounding provides a detailed understanding of all digital channels and platforms to key applications in marketing such as research, adding value in the areas of product, distribution, pricing and promotion. A key focus is the link between delivering positive user experiences and developing customer relationships over time.

Companies are spending an increasingly significant amount of their budget on marketing initiatives to manage the customer experience and develop brands. Marketing managers are responsible for explaining and demonstrating the value of such expenditure. Organisations refer to the activities that contribute to achieving marketing effectiveness as Customer Experience Management (CX) and Brand Experience Management (BX). This subject aims to provide an understanding of the tools, including Salesforce, and approaches that can be used to measure the effectiveness of marketing activities (CX, BX), as well as an understanding of how the performance of marketing activities can be communicated to organisational decision makers.

Social marketing seeks to change strongly ingrained behaviour or firmly held beliefs in a manner that benefits individuals and society at large. Examples of social marketing include campaigns to reduce or prevent smoking, alcohol consumption, drug use, domestic violence and unsafe driving. This subject examines how to design a step-by-step program that will move the target audience from indifference to action and ultimately maintenance. This is achieved by applying marketing techniques and concepts to the solution of various social problems. This subject will use a case-study approach to teaching the key concepts and skills of social marketing, drawing on current and historic Australian and international campaigns.

The subject of AI Marketing Implementation will teach students how to use marketing artificial intelligence (AI) to develop and implement effective marketing strategies and tactics. Students will learn about the different types of AI marketing tools and platforms available, and how to use them to automate tasks, personalise content, and target customers more effectively. Furthermore, the subject will explore the application of AI marketing tools for the purposes of marketing research.

This subject introduces, discusses and analyses issues unique to the marketing of tourism. The focus of this subject is the application and extension of marketing principles and theories in the development of strategic marketing approaches for tourism products. Tourism products include the destination, accommodation and tour operator sectors of the tourism industry at the regional, national and international level. In addition, the subject identifies and discusses contemporary issues in tourism marketing, including the online and database marketing and sustainability/sustainable tourism.

Capstone

Integrative Business Capstone enables students to apply the principles of ethical, socially responsible, and sustainable commerce in a simulated business environment. The subject is based on a series of lectures and an action based learning project. Students will be required to make multidisciplinary interactive decisions based on sound ethical, socially responsible and sustainable practice.

General Elective Subjects

Students are required to choose an additional TWO elective subjects, each worth 6 credit points, from the school's approved list.

Choose One Emarati Studies*

The societies and places in which we live are very complex, and the interactions of individuals, as well as social institutions, have a direct impact on the life path we take. This course provides an engaging and accessible introduction to urban sociology and the study of cities, with particular focus on the experience of the UAE and Dubai. We’ll examine a number of substantive urban topics, including but not limited to the growth of cities and urban spaces in the UAE, sustainable development and practices, and the ‘built’ environment.

This course will introduce Public Health as an interdisciplinary science concerned with topics central to the population of U.A.E and on a wider scale of GCC region with regard to their physical, mental, and social well- being. The course focuses on current pertinent public health problems, assessing causation and examining intervention and management strategies at personal, social, and organizational levels.

This course offers an overview of the UAE’s rapidly emerging significance and its increased roles in global networks of international relations and diplomacy. Within that overview, the course examines the internal dynamics of the UAE, in particular, the priorities that emerge from a specific workforce dependency, a construction and tourism industry that looks ‘East’ as much as it does ‘West’. Thus the new ‘Look East’ policy complements the country’s historical partnership with the Western states. With the expansion of its global ties and relations, the UAE also becomes more sensitive to transnational issues, such as immigration, fluctuations in international markets or terrorism.

This subject aims to provide an understanding of relations and interactions between society and environment, including impact of societies on the Earth and its processes. Topics covered include the agricultural, industrial and urban revolutions; governance of environments; Indigenous land management; climate change; sustainability; and environmental impacts in the context of the Anthropocene.

This course aims to provide students with critical thinking perspectives about the relationship between history, religion and culture, in this case, the formation of Islamic culture(s). A sociological introduction to the study of Islamic culture will introduce students to the emergence of Islam in its 7th century historical context, its relationship to the other monotheistic traditions of the region, its growth into the dominant cultural paradigm of the Near East by the 9th century, alongside its impact and contribution to key fields of medieval science and knowledge. A historical approach will help students acquire familiarity with key Islamic texts, institutions, concepts of authority, traditions of jurisprudence and spirituality, artistic expressions, as well as milestones in Islamic history. The course wraps up with a discussion of issues central to contemporary debates relating to Islamic culture, such as identity, gender, multiculturalism, pluralism, secularism and religiosity.

* Students must complete 6 credit points (cp) of General Education subjects in the area of Emirati Studies as part of the 144 cp.

Note: If you enrolled at the University before Autumn 2024 and have already completed some GED subjects, you may continue with your original study plan to fulfill your graduation requirements. Alternatively, you may choose to follow the new guidelines by completing one GED subject in the Emirati Studies category from the list above and transferring any completed GED subjects to Electives if permitted by your degree plan.

For support and guidance on this option, please consult an officer at the Academic Success Centre or speak with the Academic Advisor in your School.

Program Outcomes

This program enables graduates to create data driven marketing strategies by understanding consumer behaviour, thereby contributing to the creation of a strong foundation for brands. Graduates are also trained to analyse real-world marketing issues in developing and implementing marketing plans. The program will prepare graduates to exhibit multi-channel fluency and apply digital, oral, written, and visual skills for brand creation and stakeholder engagement.

Career Opportunities: Completing this program will give you several exciting career opportunities that include roles such as Brand Manager, Market Research Analyst, Social Media Marketing Specialist, Content coordinator and Ecommerce coordinator, Advertising Executive, Digital Marketing Manager, Project Coordinator, Project Manager, Customer Relationship Manager, and many others.

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.

Also, all business degrees of the University of Wollongong are accredited by The Association to Advance Collegiate Schools of Business (AACSB).

Students will be issued a UOW Australia degree upon graduation.

Professional Accreditation

Association to Advance Collegiate Schools of Business (AACSB)

AACSB

The Association to Advance Collegiate Schools of Business (AACSB) provides an international seal of approval for business programs that ensures the educational needs of students are met through high quality, continuous improvement and excellence in education. This globally recognised accreditation has been awarded to only the top five percent of the world’s business schools.

Dr Arijit Sikdar

Associate Professor
Director (Undergraduate Programs)

Dr Arijit Sikdar has more than 15 years teaching and research experience in leading business schools. His research interests include strategic management issues related to technology and innovation, entrepreneurship and supply chain strategies.

Bachelor of Business (Marketing)

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

Classes commence

Yearly Fees*

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Program Selection Guide

Download Program Structure

Program Structure

Core Subjects

Accounting for Decision MakingACCY121 | 6 cp

Responsible BusinessBUS 101 | 6 cp

Statistics for BusinessBUS 121 | 6 cp

Economic Essentials for BusinessECON100 | 6 cp

Introductory Principles of FinanceFIN 111 | 6 cp

Introduction to ManagementMGMT110 | 6 cp

Marketing PrinciplesMARK101 | 6 cp

Accounting PrinciplesACCY122 | 6 cp

Economics and SocietyECON102 | 6 cp

Business CommunicationsMGNT102 | 6 cp

Major Subjects

Intoductory of Marketing ResearchMARK205 | 6 cp

Consumer BehaviourMARK217 | 6 cp

Marketing & Digital CommunicationMARK233 | 6 cp

General Elective Subjects

Digitalisation and Computational Thinking for Business*BUS 201 | 6 cp

Major Subjects

Marketing Strategy & InnovationMARK344 | 6 cp

Public Relations ConceptsMARK221 | 6 cp

Advertising Practice and Creative StrategiesMARK250 | 6 cp

Digital MarketingMARK301 | 6 cp

Marketing EffectivenessMARK310 | 6 cp

Social MarketingMARK320 | 6 cp

AI Marketing ImplementationMARK355 | 6 cp

Tourism MarketingMARK395 | 6 cp

Capstone

Integrative Business CapstoneBUS 331 | 6 cp

General Elective Subjects

Choose One Emarati Studies*

Urban SociologyURBS103 | 6 cp

Public HealthPUBH115 | 6 cp

UAE and International RelationsIRAE135 | 6 cp

Society and Environment – Resources, Challenges, FuturesGEOG222 | 6 cp

Muslim Societies Across the Ages: Tradition, Secularism & ModernityARTS317 | 6 cp

Program Outcomes

Accreditation and Recognition

Professional Accreditation

Association to Advance Collegiate Schools of Business (AACSB)

Dr Arijit Sikdar

Faculty

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