Bachelor of Science in Marketing and Digital Media

The field of marketing is consistently listed as one of the most steadily growing career path opportunities. The Kingdom of Saudi Arabia’s Vision 2030 emphasizes “vast marketing opportunities through social media and digital platforms” and promises to “facilitate access to these channels”. The Marketing and Digital Media program was established in response to these facts by providing a high quality educational environment and by responding quickly and effectively to labor market demands and to the requirements of the Kingdom in this field. The program provides appropriate professional preparation for students working toward careers in the area of marketing through the development and application of innovative educational approaches in a technologically advanced instructional environment. It prepares students to assume a wide range of professional marketing positions through an innovative curriculum and qualified faculty specialized in this field with high exposure to the industry. Graduates will have succeeded mastering an integrated and comprehensive curriculum that balances both applied experience and academic theory, and rigorous liberal arts coursework that adds an extra dimension to prepare them for a successful professional and personal life. Graduates will have developed and demonstrated critical professional capacities such as written and verbal communication skills, analytical abilities, multi-cultural competence, and team-building capabilities based on a mindset of social responsibility.

Program Mission:

The Bachelor of Science degree in Marketing and Digital Media will provide graduates with a specialist degree in the field that will experience the strongest future growth in the area of marketing in the Kingdom of Saudi Arabia. The program provides a strong foundation in the broader Marketing principles, along with a specialized focus on digital media, thus developing the skills and abilities that are relevant in today’s marketplace.

• To provide an academically rigorous program that integrates theory and practice to prepare graduates for successful careers in marketing.
• To provide an academically rigorous program that prepares graduates for admission to graduate programs in marketing or related disciplines.
• To produce graduates with an understanding of professional values as related to responsibility, accountability and effectiveness in marketing.
• To produce graduates with a strong knowledge of marketing communication tools and applications, and with the expertise and ability to create and maintain profitable relationships with customers.
• To produce graduates with an understanding of tactics and strategies to encourage meaningful dialogue with consumers through communication utilizing digital media.
• To produce graduates who can effectively integrate and use marketing tools such as advertising, public relations, personal selling, and sales promotion in order to accomplish a wide variety of communication objectives.
• To produce graduates who are able to identify, evaluate, and access resources critical to the decision-making process and corporate success.
• To provide a curriculum that satisfies NCAAA and AACSB educational requirements, as well as meeting the standards for membership in professional associations such as the American Advertising Federation (AAF) or the Public Relations Student Society of America (PRSSA).
• To ensure, through a required internship, that graduates perform effectively and professionally in the workplace.