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BBA Digital Marketing

  • Dubai Business School
  • undergraduate

BBA Digital Marketing

Fall & Spring


Full & Part time

Study Mode

123 hours

Total Credit Hours

4 years




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The BBA in Digital Marketing program is designed to give students in-depth knowledge of what marketing means in the digital world. It empowers students to acquire fundamental and digital marketing knowledge, skills and training necessary to develop an organization’s digital marketing strategy. This program provides the tools, skills and understanding of fundamental and digital marketing concepts and issues surrounding the emergence and future directions of electronic business practices, with a strong focus on electronic commerce initiatives. Students will be empowered to create fundamental and digital marketing strategies through the marketing mix responding to various market needs to achieve sustainable marketing and business objectives. Students can also acquire professional qualifications through American Marketing Practitioners Association (AMPA), Chartered Institute of Marketing (CIM)…

Admission Requirement

High School English Math
75% for General Stream 70% for Advanced or Elite Stream EmSAT 1100 or Academic IELTS 5.00 or TOEFL (PBT 500 or IBT 61 or CBT 173) EmSAT 600 or UD Math placement test

Who is the program for?

A BBA (Bachelor of Business Administration) in Digital Marketing program is typically designed for individuals who are interested in pursuing a career in the field of digital marketing. The program is suitable for:
  1. Undergraduate Students: Students who have completed their high school education and want to specialize in digital marketing as part of their business administration degree.
  2. Marketing Professionals: Individuals who are already working in the marketing field and wish to enhance their knowledge and skills in digital marketing to adapt to the changing landscape of marketing strategies.
  3. Business Professionals: Professionals from various industries who want to gain a solid understanding of digital marketing principles and techniques to better promote their products or services online.
  4. Entrepreneurs: Individuals who are starting their own businesses and want to acquire the necessary knowledge and skills to effectively market their products or services in the digital realm.
  5. Career Changers: Individuals who have experience in a different field but are interested in transitioning into the digital marketing industry and require a formal education to gain credibility and foundational knowledge.
It’s important to note that specific program requirements and prerequisites may vary among institutions offering the BBA in Digital Marketing program. It is advisable to check with the respective educational institutions for their specific admission criteria and program details.

Career Opportunities

A BBA in Digital Marketing can open up a wide range of career opportunities in the rapidly growing field of digital marketing. Some of the potential career paths for graduates of this program include:
  1. Digital Marketing Specialist: As a digital marketing specialist, you would be responsible for planning and executing online marketing campaigns, managing social media platforms, optimizing websites for search engines, and analyzing digital marketing data to drive business results.
  2. Social Media Manager: In this role, you would be responsible for developing and implementing social media strategies, creating engaging content, managing social media platforms, monitoring online conversations, and measuring the effectiveness of social media campaigns.
  3. Search Engine Optimization (SEO) Specialist: As an SEO specialist, your main focus would be to optimize websites to improve their visibility in search engine results. This involves conducting keyword research, optimizing website content, analyzing website performance, and implementing SEO strategies.
  4. Content Marketing Manager: Content marketing managers are responsible for creating and managing content marketing strategies. They develop engaging content, oversee content creation and distribution, manage content calendars, and measure the effectiveness of content marketing efforts.
  5. E-commerce Manager: In this role, you would be responsible for managing and optimizing e-commerce websites, driving online sales, implementing online advertising campaigns, monitoring website analytics, and improving the user experience to increase conversions.
  6. Digital Advertising Specialist: As a digital advertising specialist, you would be involved in creating and managing online advertising campaigns, such as pay-per-click (PPC) advertising, display advertising, and social media advertising. You would also monitor campaign performance and optimize ads to achieve desired results.
  7. Analytics Manager: Analytics managers analyze digital marketing data to gain insights into customer behavior, campaign performance, and overall business metrics. They use tools and techniques to track, measure, and report on key performance indicators (KPIs) to guide marketing strategies and decision-making.
These are just a few examples of the career opportunities available in the digital marketing field. The industry is constantly evolving, and new roles and opportunities are emerging as technology advances.

Estimated salary range

The salary range in the UAE (United Arab Emirates) can vary depending on factors such as the specific job role, level of experience, industry, and the size and location of the company. Salaries in the UAE are often competitive, and the following salary ranges can provide a general idea of what to expect in some common digital marketing positions:
  1. Digital Marketing Specialist: The salary range for digital marketing specialists in the UAE can vary between AED 6,000 to AED 20,000 per month. This range can be influenced by factors such as experience, skills, and the size and reputation of the company.
  2. Social Media Manager: The salary range for social media managers in the UAE typically falls between AED 8,000 to AED 25,000 per month. Salaries can be higher for candidates with extensive experience and a proven track record in managing successful social media campaigns.
  3. Search Engine Optimization (SEO) Specialist: SEO specialists in the UAE can expect a salary range of AED 8,000 to AED 22,000 per month. Higher salaries are often offered to individuals with in-depth knowledge of SEO techniques and a strong understanding of search engine algorithms.
  4. Content Marketing Manager: The salary range for content marketing managers in the UAE is usually around AED 10,000 to AED 30,000 per month. Candidates with a solid background in content strategy, creation, and management may command higher salaries.
  5. E-commerce Manager: E-commerce managers in the UAE can expect a salary range of approximately AED 12,000 to AED 35,000 per month. Salaries can vary depending on the complexity of the e-commerce operations and the level of responsibility involved.
It’s important to note that these salary ranges are approximate and can vary based on individual circumstances. It is always advisable to research specific job postings, consult with recruitment agencies, or refer to industry salary surveys for more accurate and up-to-date salary information in the UAE.

Study Plan

Year 1
Semester (1) – Fall - 15CH Semester (2) – Spring – 18CH
Code Course Name   Pre-requisite CH Code Course Name   Pre-requisite CH
ENGL 100 English I None 3 BACC 205 Principles of Financial Accounting None 3
GISL 100/105 Islamic Thought (Arabic/English) None 3 BECN 100 Microeconomics GMAT 110 ENGL 100 3
GMAT 110 Mathematics for Business I None 3 BBUS 200 Introduction to Responsible business None 3
GITB 120 Introduction to Information Technology None 3 ENGL 105 English II ENGL 100 3
GEST 100 Emarati Studies ENGL 100 Co 3 GMAT 115 Mathematics for Business II GMAT 110 3
Elective 1 3
Year 2
Semester (3) – Fall – 18CH                  Semester (4) – Spring – 18CH
Code Course Name   Pre-requisite CH Code Course Name   Pre-requisite CH
BBUS 110 Fund. Of Innovation and Entrepreneurship ENGL 105 3 BMNG 200 Management and Organization Behavior ENGL 100 3
BSTA 200 Statistical Analysis GMAT 115 3 BBUS 205 Quantitative Analysis in Business BSTA 200 3
ESPU 200 English for Special Purpose (Business) ENGL 105 3 BBUS 225 Research Methods BSTA 200 3
GCRT 200 Critical and Creative Thinking ENGL 105 3 GCMM 205 Communication & Negotiations Skills ENGL 105 3
BFIN 200 Principles of Financial Management BACC 205 3 Elective 3 3
Elective 2 3 BECN 225 Macroeconomics BECN 100 3
Year 3
Semester (5) – Fall – 15CH Semester (6) – Spring – 12CH
Code Course Name   Pre-requisite CH Code Course Name   Pre-requisite CH
BMNG 310 Operation Management BBUS 205 3 BBUS 400 Strategic Management Capstone 90 CH 3
BMRK 200 Principles of Marketing BECN 100 3 BDMR 300 Marketing Management 90 CH 3
BBUS 305 Business Law ENGL 105 3 BDMR 305 Consumer Behavior BMRK 200 3
BMNG 315 International Business Management BBUS 200 3 BDMR 310 Digital Marketing BMRK 200 BBUS 343 3
BBUS 343 Emerging Technologies in Business GITB 120 3
Year 4
Semester (7) – Fall – 12CH Semester (8) – Spring – 15CH
Code Course Name   Pre-requisite CH Code Course Name   Pre-requisite CH
BDMR 315 Omni Channel Marketing BMRK 200 BBUS 343 3 BDMR 467/473 Internship/Industry project 93 CH 6
BDMR 320 Advertising on Digital and Conventional Platforms BMRK 200 BBUS 343 3 BDMR 410 Digital Transformation and the Future of Marketing BDMR 310 BBUS 343 3
BDMR 405 E-commerce Management and Cyber Security for Managers BDMR 310 BBUS 343 3 BDMR 415 Marketing Research and Analytics BMRK 200   3
Elective 4 3 BDMR 420 Brand Management BDMR 320   3

Courses Descriptions

  • Required Business Courses (45 Credit Hours)

BBUS 200 Introduction to Business Administration 

This course provides students with an introduction to the fundamental principles of Business Administration. It examines the factors that lead towards successful administration of a business, and the achievement of organizational goals. The course covers topics such as Accounting, Finance, Marketing, Leadership, Entrepreneurship, Social Responsibility and Ethics, International Business, and MIS. Prerequisite: None.

BECN 100 Microeconomics

The purpose of this course is to familiarize students with the essential microeconomics tools to 1) study how consumers and businesses make decisions in the face of resource scarcity, 2) examine how their interactions in the market determines prices and quantities of goods, and 3) assess the efficiency of markets in the presence of government influence and under different market structures. It is hoped that as a result of taking this course, students will develop an appreciation of the economic way of thinking about real-world problems and develop interest in pursuing a career in economics.  Prerequisite: GMAT110: Mathematics for Business I.

BECN 225 Macroeconomics

This course provides an overview of determination of output; unemployment; interest rates, and inflation. Monetary and fiscal policies are discussed besides public debt and international economic issues. The course introduces basic models of macroeconomics and illustrates principles with the experience of the UAE and other economies. It also exposes students to the Islamic economics whenever applicable. Prerequisite: BECN 100 Microeconomics.

BSTA 200 Statistical Analysis

The purpose of the course is to acquaint students with the basic concepts of statistics and probabilities that will help them make decisions. Coverage includes: basic probability, sampling, hypothesis testing, simple and multiple regression models. Prerequisite: GMAT110: Mathematics for Business I.

BBUS 225 Research Methods

The purpose of this course is to enable students acquire the skills necessary to develop scientific research proposal. It will enable the students undertake systematic research using empirical and non-empirical approaches, conduct literature review and structure and manage a research project on UAE firms.  Prerequisite: BSTA 200: Statistical Analysis.

BACC 205 Principles of Financial Accounting

The course introduces students to accounting concepts, principles, and processes underlying the production of financial statements, and also analyzes measurement and reporting of business transactions to users of financial statements. Prerequisite: None

BBUS 205 Quantitative Analyses in Business

This course is considered as an introduction to recent developments in quantitative techniques with particular emphasis on management applications. Techniques include linear programming, descriptive statistics, probability, expectations, games and decisions, testing of hypotheses, analysis of variance, and operations research. Suitable software will be used to help solve the problems. Prerequisite: BSTA 200 Statistical Analysis.

BFIN 200 Principles of Financial Management

The purpose of this course is to help student an understanding management of finance within a business organization. The coverage includes the sources of finance, the basic financial techniques such as TVM technique used for making decisions in relation to valuation of financial instruments, risk and return trade off. Prerequisite: BACC 205 Principles of Financial Accounting.

BMNG 200 Management & Organization Behavior

This course gives students a critical understanding of essential management functions such planning, organizing, leading/interpersonal influence, and managing in both local and international contexts. The course develops a management framework based on diverse corporate culture before broadening that environment to a global level. This course examines individual and group behavior in companies in depth. It teaches students how to manage businesses more successfully while also improving the quality of the work environment for employees. Motivation, individual and group behavior, employee diversity, attitude and job satisfaction, leadership, communication channels, group dynamics, job design, conflict, and power and politics are among the topics covered. Students should get a grasp of managerial responsibilities and the essential skills and have the necessary abilities to apply them in real-world circumstances.

BMRK 200 Principles of Marketing

The purpose of this course is to introduce students to the marketing process, global market place and consumers, integrated marketing communication and marketing plan. Prerequisite: None

BBUS 305 Business Law

This course focuses on business law within the context of contract and civil law. Topics include legal forms of business organization & ownership, contract & sales law, government regulation of business, laws relating to business, bankruptcy, finance, banking, and insurance.  Prerequisite: ENGL 105 English II.

BMNG 310 Operations Management

Operations management is an area of business concerned with the production of goods and services in a wide range of contemporary contexts.  It involves the study of concepts, theories and techniques relating to the operations functions in both manufacturing and service organizations. The course will cover classical topics in operations management including forecasting, inventory management, capacity planning, location planning, quality management, waiting lines, supply chain management. Case studies are used to provide a comprehensive knowledge of the theories, current practices, and trends. Prerequisite: BBUS 205: Quantitative Analyses in Business.

BMNG 315 International Business Management

This course aims at introducing students to the various practices, environments, and functions involved in the field of international business. It includes analysis of the environmental factors (such as culture, communication, behavior) at the international, national and industry levels. The course addresses the functional areas of business (Marketing, Finance, Production, and Human resources), and assesses, in this respect, the global competitiveness of the UAE/ economy. Prerequisite: BBUS 100 Introduction to Business Administration.

 BBUS 400 Strategic Management

The purpose of this course is to stimulate and develop students’ awareness and understanding of the key concepts of Strategic Management. The coverage includes situational analysis, the generation of choices of alternate actions and issues of implementation of the chosen course of action. Prerequisite: 90CH. 

BBUS 343 Emerging Technologies in Business

The course focuses on introduction to emerging technologies and its application in the business context, both in public and private sectors. Emerging technologies such as Big-Data, Artificial Intelligence (AI), Block-Chain, Robotic Process Automation, Internet of things (IoT), and leverage these technologies to improve business management and performance.

  • Majors Courses (30 Credit Hours)

BDMR 300: Marketing Management 

This course focuses on managing the marketing function in a dynamic, competitive environment. It introduces the students to a simulation program which gives a real world scenario of the strategies for achievement of competitive advantage in product, marketing information, research, consumer behavior, segmentation, the four P’s and global marketing. Prerequisites: BMRK 200 Principles of Marketing.

 BDMR 305: Consumer Behavior

The purpose of this course is to enable students to develop understanding of customer dynamics, in which consumer behavior is influencing all marketing decisions. The course addresses the topics such as perception, learning & memory, the self personality and lifestyle, consumer decision making, subcultures and cultures

BDMR 310: Digital Marketing

The purpose of this course is to enable students to develop a good understanding of customer dynamics, in which digital marketing is influencing all marketing decisions such as; strategic, managerial and operational implications of customer-focused marketing, and trends in digital marketing. Prerequisites: BMRK 200 Principles of Marketing.

BDMR 315: Omni-Channel Marketing

This course focuses on the principles and strategies used to market goods and services following an omni-channel approach where the online and physical marketing channel operations are integrated. The course examines the current shopping trends, business models and end user behavior from an omni-channel perspective. Prerequisites: BMRK 200 Principles of Marketing.

BDMR 320: Advertising on Digital and Conventional Platforms

Due to the ubiquitous nature of the internet applications, marketing is undergoing fundamental changes in how customers interact with brands, companies and each other. Social media has helped consumers gain control on what do they want to watch, when do they want to watch, and how frequency they want to watch promotional messages, and interact with the business. The purpose of this course is to train students on various social media platforms and internet tools and techniques to accomplish marketing, communication and promotion objectives. Students will equip you with the relevant knowledge, perspectives, and practical skills required to develop marketing communication strategies that leverage the opportunities inherent in social media and consumer-to-consumer social interactions for achieving marketing communication and promotion goals. Prerequisites: MRK 300: Marketing Management. 

BDMR 405: E-commerce Management and Cyber Security for Managers

This course provides the tools, skills and understanding of technological concepts and issues surrounding the emergence of and future directions of electronic business practices, with a strong focus on electronic commerce initiatives. The student develops an understanding of the current business models, strategies and opportunities in electronic marketing, communication, distribution, collaboration, and online payment options. students will gain an overview of the cybersecurity landscape, and will acquire understanding of current data protection regulations, the new cyber risk environment, and the cyber threats to organizations. Prerequisites: MRT 310: Digital marketing.

BDMR 410: Digital Transformation and the Future of Marketing

Business managers and marketers need to consider what digital transformation means to their organization. From young start-ups to mid-size companies to large enterprises, new technology is being integrated into all areas of business. The course focuses on what needs to be done to stay relevant in an increasingly competitive digital world. Additionally, current issues such as virtual reality, artificial intelligence etc., that affect marketing, now and in the future, will be discussed. Prerequisites: MRT 310: Digital marketing.

BDMR 415: Marketing Research and Analytics

The course is designed to help students develop their research, inquiry and communication skills, while enabling them to use scientific research methods to develop marketing strategies and assist decision makers in making strategic and managerial decisions. The course covers types of research, stages in the empirical research process, survey research methods, questionnaire construction, analysis of the various types of secondary data, types of sampling designs, data collection methods, data analysis and statistical applications through SPSS. MRT 310: Digital marketing AN bbus 225:Research Methods.

BDMR 420: Brand Management

The purpose of this course is to empower students with knowledge and skills to understand and analyze brand and branding management from a corporate and a consumer perspective. This course provides students with insights into how profitable brand strategies can be created and the implications for brand management professionals. This course provides insights and experience in strategic brand management. Prerequisites: MRT 320: Advertising on Digital and Conventional Platforms.

BDMR 467: Internship

The purpose of internship is to provide non-working students with practical experience in an organizational setting where learning and doing are the chief objectives.  It is an essential part of the BBA degree program and it will help non-working students improve, evaluate and above all practice the skills and theories that they have been exposed during their studies, by working at a work-place for 2 months. Prerequisites: 90 CH.

BDMR 473: Industry Project

The purpose of this course is to provide the working student an opportunity to develop competence in applying learned theories and gained skills to an actual business problem or issue. A student will undertake a supervised project to tackle an existing business problem or an available opportunity for improvement at his organization, explore possible causes of the problem, alternative solutions, and assess the effect(s) of each solution on the organization. Alternatively, a student may develop and document a business case dealing with an actual business problem that the organization managed to identify and solve it. Each student will present orally the result of his project in addition to a written report. Prerequisites: 90 CH.

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