Bachelor of Mass Communications in Advertising

Program Title:	Bachelor of Mass Communications Concentration in Advertising
Credit Hours:	123
Award Granted on Completion:	Bachelor of Mass Communications Concentration in Advertising
Delivery Mode:	Face-To-Face
Local Accreditation Status:	Commission for Academic Accreditation, UAE (CAA)
Language of Study:	Arabic
Duration:	4 Years
Campus:	Abu Dhabi
Faculty Info:	Faculty of Media and Public Relations
Chairperson:	Dr. Amor Amor (HoD, Public Relations)

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About the Program

The Bachelor of Mass Communications Concentration in Advertising will teach the students market analysis, innovation development, strategic brand positioning, and brand design for the development of convincing advertising campaigns. The students will apply all the skills required for an international career start in companies, organizations, and agencies.

Objectives

Providing students with the objectives, importance, and functions of advertising at the local, regional, and international levels.
Providing students with theoretical knowledge and practical skills in electronic advertising.
Preparing students to participate in the future labor market in the areas of marketing and advertising.

Learning Outcomes

PLO1: Students must be able to:
(1.1) Defining the advertising in traditional and contemporary contexts.
(1.2) Describing the functions of advertising in modern societies.
(1.3) Explanation of the theoretical foundations of the advertisement.
PLO2: Students must be able to:
(2.1) Describing the advertising operations.
(2.2) Explanation of the marketing functions of the advertisement.
(2.3) Applying marketing principles to advertising activities
PLO3: Students must be able to:
(3.1) Describing the technical forms and forms of advertising in various media.
(3.2) Producing effective advertising texts.
(3.3) Applying technical principles in the production of printed, audio and visual maters and electronic advertising.

Career Opportunities

After completing the Bachelor of Mass Communications Concentration in Advertising, numerous career opportunities are available to you. Here are some of the positions previous graduates of the program have secured.

Advertising Specialist
Marketing Researcher
Information Analyst
Advertising Campaigns Organizer
Media planner
Graphic designer

Program Curriculum

General Requirements (33 Credit Hours)

Course Code	Course Title	Credit Hours	Prerequisite
BIT100	Introduction to Information Technology	3	None
ENG100	English I	3	None
GEN100/ GEN101	Communication Skills in Arabic/ Communication Skills in Arabic for non-Arabic speakers	3	None
GEN102	Islamic Culture (Arabic/English)	3	None
GEN105	Emirates Culture and Society	3	None
ENG104	English II	3	ENG100
GEN103	Logic and Critical Thinking	3	ENG100
GEN201	Psychology	3	ENG100
GEN302	Fundamentals of Innovation and Entrepreneurship	3	ENG100
GEN304	Ethics	3	ENG100
MTH105	Mathematics and Statistics	3	None

Program Requirements (27 Credit Hours)

Course Code	Course Title	Credit Hours	Prerequisite
MCM 101	Introduction to digital media	3
MCM 102	Introduction to Public Relations	3
MCM 121	Introduction to Advertising	3
MCM 123	Media theories	3
MCM 201	Media in the UAE	3	GEN105
MCM 202	Media research methods	3	MCM 123
MCM 203	Digital photography	3	MCM 101
MCM 301	International Communication	3
Elective Course = 3 credit hours
MCM 210	Geopolitics	3
MCM 211	Consumer behavior	3
MCM 212	The Art of Persuasion	3
MCM 213	Social Psychology	3	GEN201

Supporting Requirements (30 Credit Hours)

Course Code	Course Title	Credit hours	Prerequisite
MCM 122	Professional writing in Arabic	3	GEN100
MCM 204	Introduction to Media and artificial intelligence	3
MCM 221	Rhetorical communication	3
MCM 222	Social marketing	3	MCM 121
MCM 223	Public opinion	3
MCM 321	Arab Media	3	MCM 201
MCM 322	Media Translation	3	ENG100
MCM 401	Economics and management of media organizations	3
MCM 421	Protocol & Etiquette
مساق إختياري = 3 ساعات معتمدة
MCM 125	Introduction to Sociology	3
MCM 326	Modern Arab History	3
MCM 327	Global issues	3
MCM 328	Modern Arabic literature	3
MCM 329	Documentary Cinema	3

Advertising Major Requirements (33 Credit Hours)

Course Code	Course Title	Credit hours	Prerequisite
ADM 301	Advertising Design	3	MCM 121+ CIT 100
ADM 302	Writing advertising texts	3	MCM 122
ADM 303	Print advertising	3	ADM 301
ADM 321	Campaign Planning	3	ADM 301
ADM 401	Radio & TV Advertising	3	MCM203 +ADM301
ADM 403	Electronic Advertising	3	ADM 401
ADM 402	Integrated Marketing Communications	3	MCM 222
ADM 410	Field Training in Advertising	3	Passing 80 hours, including 12 hours of specialization courses
ADM 422	Graduation Project in Advertising	3	Graduation Semester
	Free Course	3
	Free Course	3

Study Plans

YEAR 1 (33 CH)
Semester 1		CH	Semester 2		CH
ENG 100	English I	3	MCM121	Introduction to Advertising	3
GEN 105	Emirates Culture and Society	3	ENG 104	English II	3
GEN 102	Islamic Culture	3	MCM 122	Professional writing in Arabic	3
CIT 100	Introduction to Information Technology	3	MCM 123	Media theories	3
MCM101	Introduction to digital media	3	MTH 105	Mathematics and Statistics	3
MCM102	Introduction to Public Relations	3
Total		18	Total		15
YEAR 2 (36 CH)
GEN 100	Communication skills in Arabic	3	MCM 221	Rhetorical communication	3
MCM 201	Media in the UAE	3	MCM 222	Social marketing	3
MCM 202	Media research methods	3	MCM 223	Public opinion	3
MCM 203	Digital photography	3	ADM 301	Advertising Design	3
MCM 204	Introduction to Media and artificial intelligence	3	GEN 304	Ethics	3
	Elective course 1	3	——-	Free course 1	3
TOTAL		18	TOTAL		18
YEAR 3 (30 CH)
GEN302	Fundamentals of Innovation and Entrepreneurship	3	GEN 201	Psychology	3
ENG104	English 2	3	ADM 321	Campaign Planning	3
MCM 301	International Communication	3	MCM 321	Arab Media	3
ADM 302	Writing advertising texts	3	MCM 322	Media Translation	3
ADM 303	Print advertising	3		Elective Course 2	3
TOTAL		15	TOTAL		15
YEAR 4 (27 CH)
GEN103	Logic and Critical Thinking	3	MCM 421	Protocol & Etiquette	3
ADM 401	Radio & TV Advertising	3	——-	Free Course 2	3
MCM 401	Economics and management of media organizations	3	ADM 403	Electronic Advertising	3
ADM 402	Integrated Marketing Communications	3	ADM 422	Graduation Project in Advertising	3
ADM 410	Field Training in Advertising	3
TOTAL		15	TOTAL		12

Course Description

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Admission Requirements

Liwa College offers Bachelor’s programs that are accredited by the Ministry of Education in the UAE and are designed in collaboration with our strategic partners across all industries. Our curricula as well as teaching and learning methods follow a practical approach whereby students get to test theories and develop skills that bridge the gap between academia and the labor market needs.

LC Admission requirements

Tuition Fees

The College sets out clear and consistent information about its fees and financial policies. The Policy is established in compliance with the requirements of the Commission for Academic Accreditation (CAA) and relevant Directives of the Ministry of Education (MOE).

Admission Tuition Fees – 2023/2024

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