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Why Digital Marketing?

Digital marketing is now the driving force behind many businesses. Companies are now hiring marketeers with digital capabilities as their first priority, with the recent shift to online working making them in high demand. People who think in big, bold colors with ambitious ideas love the limitless potential of a socially-driven career. It is a versatile path that requires creativity, market analysis skills and real-time response. 

Who should apply?

Students who see themselves as innovators and want a dynamic career encompassing all forms of digital media. People who see great marketing campaigns and still think, “I want to do better.” Students who are captivated by what makes a media campaign go viral, how to create unique social content, and what drives sales through multiple digital platforms will be fascinated with this degree.

Program Content

A first-to-market program, this degree offers a unique combination of communication, business and marketing, and visual design modules. You will learn to plan comprehensive social strategies including SEO, content marketing, and digital advertising; analyzing sophisticated data, and innovating online solutions to grow real-world businesses. The marketing elements of this course teach advanced communication and technological skills across a variety of business sectors, combining with engaging and specialized classes like Computer Culture, Consumer Behavior and Fundamentals of Family Business. 
 

This degree program is planned to be offered in the 2021-2022 academic year, subject to HEC approval.*

Program requirements

Program name Total Number of Credits
Bachelor of Business Administration in Digital Marketing & Social Media*
125
Credits

Course information

English Requirements (9 credits)

ENGL 101 - Composition I

Lecture:
3
Laboratory:
0
Total:
3

This course is an overview of expository writing, including the development and revision of paragraphs and essays using various rhetorical strategies, as well as reading and discussion of selected essays, short stories and poems. In addition, the course introduces writing about literature, incorporation and documentation of material from primary sources.

ENGL 102 - Composition II

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the conventions of research writing and teaches the process of producing well-planned research papers using critical thinking and analytical skills in response to a variety of academic texts. The course is designed to provide guidance in all steps of the research process including choosing a topic, designing a research methodology, analyzing data, and writing up and presenting results.

Prerequisite: ENGL 101

ENGL 205 - Business English

Lecture:
3
Laboratory:
0
Total:
3

This course emphasizes on techniques for communicating successfully through sound, honest written and oral business messages. The content is directed primarily to careers that involve precise writing skills, as well as general strategies involved in job related functions.

Arab Heritage Requirements (6 credits)

ARHG 101 - Arab Heritage I - Language

Lecture:
3
Laboratory:
0
Total:
3

This course aims at developing the language skills of native speakers of Arabic, by providing the students with a comprehensive knowledge of the linguistic system. It is intended to help students attain proficiency by expanding vocabulary and providing paragraph-level activities in reading, writing, and speaking; through a selection texts by writers from across the Arab world.

ARHG 102 - Arab Heritage II - Modern History of Bahrain

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the spatial character and history of Bahrain, including the ancient and Islamic eras, and Arabic and Islamic dimensions of the identity of Bahrain  until the modern state and the development of the constitutional life in Bahrain, it also presents the philosophy of citizenship and the fundamental values of Bahrain’s society and citizenship rights ,duties and responsibilities.

Mathematics Requirements (6 credits) - Choose two courses

MATH 115 - Business Statistics

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the concepts of and need for statistics, collection, tabulations, graphical representation of statistical data, frequency distributions, measures of central tendency, measures of dispersion and skewness, probability and probability distributions, the binomial, the Poisson and the normal distributions, sampling, and estimating means and percentages.

Choose one from the following

MATH 130 - College Algebra

Lecture:
3
Laboratory:
0
Total:
3

This course introduces sets, number systems, fractions, polynomials, linear equations in one variable, functions, special functions, exponential and logarithmic functions, equation of a straight line, systems of equations and mathematics of finance.

MATH 131 - Finite Math with Calculus

Lecture:
3
Laboratory:
0
Total:
3

This course introduces matrix algebra, inequalities and systems of linear inequalities, linear programming, and basics of differential and integral calculus.

Prerequisite: MATH 130

Science Requirements (8 credits) - Choose two courses

BIOL 101 - Principles of Biology

Lecture:
3
Laboratory:
1
Total:
4

The basis of study in a variety of fields builds upon the capacity to view the world from multiple perspectives as well as the ability to ask investigative questions on the intricacies of life. Students in this course work toward gaining such skills as they survey fundamental biological principles. Students engage in discussions, application-based assignments that emphasize basic biology, cell biology, metabolism, genetics, evolution, ecology and diversity. Students also gain an introduction to the scientific method. Through this course, students will have the opportunity to increase their fundamental understanding of biology as it applies to everyday life.

CHEM 103 - Introduction to Chemistry and Applications

Lecture:
3
Laboratory:
1
Total:
4

The objective of this course is to introduce to non-science and non-engineering majors the fundamental principles of chemistry.  It will include physical and chemical properties of matter, dimensional analysis, the atomic theory, naming compounds, mass relationships in chemical reactions, calculating limiting reagents in reactions, reactions in aqueous solutions, acid-base titrations, and different types of chemical bonding in molecules.  To summarize, this course is designed to introduce introductory and basic principles of chemistry to non-science and non-engineering majors.

Social Science Requirements (9 credits)

ARHG 103 - Global Human Rights

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the basic principles and the definition of human rights with an emphasis on the International Convention of human rights. It aims to reflect current developments and questions arising in international human rights law, to communicate debates and arguments concerning human rights, and to analyze the application of international human rights principles in the context of Bahrain.

PSYC 100 - Introduction to Psychology

Lecture:
3
Laboratory:
0
Total:
3

Psychology is a field focused on scientifically understanding how humans think, feel, and act. This course will introduce you to the basic concepts and research within the field of psychology and hopefully it will allow you to gain a better understanding of the self and others. The course will cover a wide range of topics such as research methodology, biological bases of behavior, perception, motivation and emotion, learning and memory, development, intelligence, personality and social influence.

SOSC 100 - Introduction to Sociology

Lecture:
3
Laboratory:
0
Total:
3

This course provides a broad overview of sociology and how it applies to everyday life. Major theoretical perspectives and concepts are presented, including sociological imagination, culture, deviance, inequality, social change, and social structure. Students also explore the influence of social class and social institutions, such as churches, education, healthcare, government, economy, and environment. The family as a social structure is also examined.

Business Core Requirements (39 Credits)

BUSN 101 - Introduction to Business

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the fundamental principles of business organization, ownership, operation, and control.

BUSN 301 - Business Law

Lecture:
3
Laboratory:
0
Total:
3

This course provides an understanding of legal history and legal institutions and an overview of the most important principles and rules of court procedure and evidence, as well as the general principles of contract law that are relevant for business and professional courses.

ACCT 101 - Introduction to Financial Accounting

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the field of accounting and the use of accounting information as a basis for business decisions. It provides a better understanding of the environment in which accounting information is developed and used. This course concentrates on a user-oriented approach thus enabling students to become life-long information users. Emphasis is placed on interpretation and use as opposed to the preparation of accounting information.

ACCT 102 - Introduction to Managerial Accounting

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the fundamental managerial accounting concepts and techniques which aid management in decision making, planning, controlling, and performance evaluation. Topics include cost-volume-profit (CVP) analysis, relevant costing, budgeting, and inventory planning.

Prerequisite: ACCT 101

ECON 101 - Principles of Microeconomics

Lecture:
3
Laboratory:
0
Total:
3

This course introduces students to those principles essential to an understanding of the fundamental economic challenges and problems consumers, firms and governments face.

ECON 102 - Principles of Macroeconomics

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the principles of macroeconomics and exposes students to the theory of national income determination, economic fluctuations fiscal and monetary policy and international economics.

Prerequisite: ECON 101

FINC 101 - Essentials of Financial Analysis

Lecture:
3
Laboratory:
0
Total:
3

This course is an introductory comprehensive analysis of the main concepts prevailing in the area of finance. The course begins with basic concepts, focusing on the economic environment (including financial markets), risk and the valuation process, and then shows how specific techniques and decision rules can be used to help maximize the value of the firm.

Prerequisites: ACCT 101, ECON 101, MATH 115, and MATH 131

MGMT 101 - Principles of Management

Lecture:
3
Laboratory:
0
Total:
3

This course explores the basic managerial functions of planning, organizing, leading, motivating, and controlling the contemporary environment.

MGMT 205 - Organizational Behavior

Lecture:
3
Laboratory:
0
Total:
3

This course provides an overview of the complex issues surrounding contemporary organizations in an internal environment and examines the contribution of behavioral science to the management process from a theoretical and functional perspective. This course also deals with people in business enterprise and organizational relations.

Prerequisite: MGMT 101

MGMT 350 - Business Ethics

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the ethical dimensions of business as related to the various stakeholders inside and outside the organization. Topics include business ethical theory, ethical decision making, typical dilemmas, and corporate social responsibility.

Prerequisite: MGMT 205 and ENGL 205

MGMT 401 - Business Policy and Strategic Management

Lecture:
3
Laboratory:
0
Total:
3

This course provides a basic understanding of the strategic management and business policies in modern organizations. This course is designed to develop problem-solving and decision-making skills in business situations that involve the organization as a whole and integrate knowledge and skills acquired from all areas of business.

Prerequisites: Business senior standing, MGMT 101, MRKG 101, and FINC 201

MRKG 101 - Principles of Marketing

Lecture:
3
Laboratory:
0
Total:
3

This course explores the marketing mix of ingredients. Emphasis is also placed on the analysis of the external factors of the business environment that influence marketing decisions.

MSYS 101 - Principles of Management Information Systems

Lecture:
3
Laboratory:
0
Total:
3

This course provides an overview of management information systems, as well as the planning, designing, and implementation of a management information system. Course content also emphasizes application of the systems.

Major Requirements (30 Credits)

DSGN 141 - Computer Culture I

Lecture:
3
Laboratory:
0
Total:
3

This course provides an overview of the role of the computer within the subject of creativity. Course content introduces extensive knowledge about computers, information networks, multimedia environments and issues related to design and innovation processes that involve computers.

DSGN 430 - Project Management for Creative Industries

Lecture:
3
Laboratory:
0
Total:
3

This course advances skills of project management with an emphasis on the creative industries (design, media etc.) Students will work with industry standard software to plan, estimate resources and pilot the progress of the project. Additionally, students will get a practical overview of the human aspects of project management. Students are expected to enroll in this class concurrently with DSGN 401.

DSGN 511 - Media Law and Ethics

Lecture:
3
Laboratory:
0
Total:
3

Virtually every aspect of media practice has both a legal and an ethical dimension. Throughout human history, the law has managed to regulate a small portion of human behavior; the rest is left to ethics. As ethically responsible media practitioners/consumers, where are the lines drawn for society and the profession?

MRKG 202 - Online Marketing Channels

Lecture:
3
Laboratory:
0
Total:
3

This course is designed to provide the students with a comprehensive examination of the various tactics and strategies across social media, mobile marketing, online analytics and search engine marketing aimed at fully leveraging the Internet for achieving business goals such as acquiring, converting, and retaining online customers. This course will help students to integrate new tactics and strategies with traditional marketing tools and practices aimed at acquiring new customers, building customer loyalty, providing superior customer service, developing new products, improving profitability and conducting market research.  Prerequisite(s): MRKG 101, MRKG 201 

MRKG 301 - Principles of Marketing Research

Lecture:
3
Laboratory:
0
Total:
3

This course introduces students to the realm of marketing intelligence and the significance of data. It provides a comprehensive approach to contemporary marketing research principles and practices towards gathering, acquiring, appraising and applying evidence for decision making. The course covers recent online marketing research trends and developments in the area of relationship and experiential marketing, and their impacts on the quality of evidence and on marketing research applications. Its principal aim is to provide students with research and managerial knowledge, tools and skills for identifying, tackling, judging and using evidence to solve marketing problems in business Prerequisite(s): MRKG 201, MRKG 202

MRKG 302 - Marketing Strategy and Planning

Lecture:
3
Laboratory:
0
Total:
3

With the rapid and unpredictable environmental changes observed in today’s markets, marketing managers have to put in place mechanisms of continuous learning and develop superior skills and capabilities to be able to respond quickly to strategic changes with effective marketing strategies. This course will equip students with the essential marketing knowledge, concepts and elements for developing a practical, results-oriented marketing plan. Students will learn how to investigate and analyze their areas of business and the current market situation, focus on the unique selling proposition of their product and/or service, target on the needs of the target market, and select the right choice of marketing growth and marketing mix strategies. Prerequisite(s): MRKG 301 

MRKG 499 - Marketing and Social Media Project

Lecture:
6
Laboratory:
0
Total:
6

This class enables you to demonstrate the practical and academic studies accumulated during the BAA in Marketing and Social Media in relation to the wider industrial and social context. Your final project will be the product of a negotiated brief and will need to display an awareness of current research and technical expertise. Prerequisite(s): MRKG301, MGMT430 

DSGN 421/MRKG 421 - Data Analytics and Visualization

Lecture:
3
Laboratory:
0
Total:
3

Data is everywhere in our society. Everything is data from scientific research to everyday human activity. The ability to understand and communicate data is becoming an essential skill in this era of big data. Visualization leverages our visual perception to provide a powerful yet accessible way to make sense of large and complex data. This course examines basic principles on how to design effective visualization for data analysis and communication. Prerequisite(s): None 

DSGN 431/MRKG 431 - Contemporary Issues in Social Media Campaigns

Lecture:
3
Laboratory:
0
Total:
3

Social Media is a rapidly changing media environment where technologies that are ‘hot’ this year are forgotten by next. This class will explore current issues in the creation of social media content and how users interact with that content. Topics will be chosen from issues that have been in the forefront of the conversation but could include privacy and data rights; cyberbullying; and internet addiction. Prerequisite(s): None 

Major Electives (9 Credits)- Choose 3 courses:

DSGN 201 - Typography

Lecture:
3
Laboratory:
0
Total:
3

This course focuses on the fundamentals of typography history, technology, and theory. Course content emphasizes the study of letter-forms, typographic composition, typographic expression and communication, the power and role of typography in constructing meaning, and typography as a tool for representation of concepts.

DSGN 211 - Photography Techniques

Lecture:
3
Laboratory:
0
Total:
3

This course introduces basic technical skills of black and white photographic techniques, such as shooting, film processing, and enlarging. Topics include photographic equipment, materials, processes and philosophy, use of black and white materials, small camera operation, roll film processing, enlarging, finishing and presentation.

DSGN 261 - Video Production I

Lecture:
3
Laboratory:
0
Total:
3

This course introduces the design and use of video equipment. Camera types, the working principles of the camera and TV system, lenses, camera movements, camera mounting equipment, and a basic knowledge of audio equipment are covered. Discussion also involves contemporary video production concepts and equipment, along with a basic history of technical development in this area.

DSGN 301 - Web Design

Lecture:
3
Laboratory:
0
Total:
3

This course is a survey of the key design elements of publishing content on the World Wide Web. Course content includes processes such as concept development for interactive design works, information design, interface design, interaction design, optimization and integration for the Web, usability, beta-testing, etc., as well as the basic principles of publishing and managing visual content for hypermedia and an interactive portal site. Tools for creating and editing Web projects include browsers, browser helper applications, HTML editors, document management tools and image editors.

DSGN 331 - Multimedia Design

Lecture:
3
Laboratory:
0
Total:
3

This course involves application of the process of appropriate use of all available communication levels (i.e., text, video, animation, audio, etc.) for multimedia production.

HOSP 210 - Marketing Management for Hospitality Industry

Lecture:
3
Laboratory:
0
Total:
3

This course focuses on analyzing the specific needs of the services market and hospitality marketing Emphasis is also placed on marketing planning and the use of marketing tools within the industry. Prerequisites: HOSP 110 and MRKG 101

MGMT 305 - International Business

Lecture:
3
Laboratory:
0
Total:
3

This course explores the nature and scope of international trade and investment, international institutions, the international monetary system and exchange markets, and some of the major issues involved in the functional aspects of international business and management.

Prerequisite: MGMT 205

MGMT 310 - Fundamentals of Family Business

Lecture:
3
Laboratory:
0
Total:
3

This course introduces students to the unique challenges faced by family businesses and the potential solutions to these issues. Students examine the characteristics that define family businesses and the potential risks and benefits these bring to family businesses in Bahrain. The course includes discussion of issues such as family dynamics, generational gaps, leadership, the role of non-family members, governance, and succession planning.

Prerequisites: MGMT 101 and ACCT 101

MGMT 313 - Managing Change and Innovation

Lecture:
3
Laboratory:
0
Total:
3

This course explores the importance of innovation to business success and considers current trends in technology, society, consumer expectations and the workforce. The course includes examination of strategies for enabling innovation and overcoming obstacles to change. The course content also presents the concept of a learning organization in the context of transformational leadership. Prerequisites: MGMT 303 and MGMT 301

MGMT 404 - Technology Entrepreneurship

Lecture:
3
Laboratory:
0
Total:
3

This course focuses on the creation of investable technology-based start-ups. Topics include identifying and evaluating opportunities, human capital, key operations, lean start-up methodology, pitch deck and elevator pitch, start-up funding rounds (FFF, business angels, venture capitals, media for equity). Different actual businesses are studied through case-study analysis.

Professional Elective Options (9 Credits)

Students pursuing a BBA in Digital Marketing and Social Media must complete a minimum of 6 Professional Elective credits. Professional Elective credits may be earned via any courses offered at or above the 200 level.