This course exposes students to a survey of the principles and practices of advertising. It examines the advertising industry from the client’s perspective, to the professionals who craft ad messages, to the salient effects of advertising on the society. Topics include advertising ethics, advertising research, media strategies, global advertising, communication and social change.

Brand and Campaign Management is a course that provides students with a solid knowledge of the culturally responsive advertising process, how to develop and implement a culturally responsive advertising campaign for a product or service, with an emphasis on the situation analysis, market research, target audience, marketing, advertising strategies and message creation for traditional and new media. Students will learn to conduct a full culturally responsive campaign in practice.

This course examines the intersection of the mass media and marketing across international and cultural divides. Anchored on the [cultural] theories of globalization, i.e., heterogeneity, hybridization, and homogenization, the course focuses on how the contemporary media shape, and mediate, emerging techniques that marketing employs to present products and services in other economic terrains. The course also explores how, through the media, the local culture influences marketing narratives, on concepts, such as promotion, price, place, products, etc., across the globe.

This course seeks to present an introduction to the practiced consumer experiences and their importance by focusing on the understanding of the theoretical and methodical approaches and the psychological processes that affect consumer experience—applying knowledge from areas of psychology, sociology, anthropology, and culture. This course explains how and why people make purchases, the external and the internal factors such as motivation, perception, and involvement that influence consumer’s decisions.

Digital Storytelling is a course that focuses on examining both traditional and new media. This includes oral storytelling, literature, museum exhibits, poetry, visual arts, architecture, hypertext fiction, Net Art, and finally, computer games. The students explore and develop their sense of visual narrative through key theories of visual narrative and look at a broad range of examples from within the integrated strategic communications to help consider how images and spaces can tell stories with or without accompanying words. Narrative perspectives of the maker, the audience, and visual form itself will be examined to design campaigns and promotional materials for changing attitudes and behaviors, as well as to promote products, ideas, and services for marketing.

This course gives a precise prologue to digital media management by concentrating on the focused technique and operations of media enterprises. The course prepares the students for leadership and management roles and additionally entrepreneurial exercises in interactive and digital communications. Particular consideration is given to the creation and management of competitive advantage, media division, and the management of advancement. Ideologies are applied to exercise through the use of real-world case studies.

The course Strategic Copywriting introduces students to creative theory and practices through the art of writing persuasively. Students will learn the craft of copywriting for digital media, branding, advertising, direct marketing, social marketing, print, broadcast, and internal communication that build up to a complete integrated marketing campaign.

This course seeks to equip students with an understanding of vital media arrangements in the general setting of advertisement and marketing. The course will navigate multiple areas such as audience and market research, selection, evaluation, and planning of all advertising media. It will also consider different choices and issues that emerge in the media arranging process.

Marketing and Planning Research is a course focusing on the theoretical foundations and strategic understanding of marketing communication and its impact on relationships with consumers and brands. Students will learn how to analyze and synthesize solutions, implement research methods, procedures, and processes. The course covers a) research design, b) data collection and analysis, c) evaluation of research findings, and finally, d) performance of marketing functions.

The pre-capstone course is designed to prepare the students to the pre-production planning and processes for integrated marketing communication projects and campaigns. The students will follow certain steps in the production process while identifying and presenting their idea, concept and methodology. The students will have comprehensive knowledge about writing the capstone proposals, reports, presentations and designing the ideas for the different IMC campaigns.

Media and Mass Communication students are required to complete a three-credit hour course on the Capstone Graduation Project. To be graduated, students are requested to demonstrate that they have developed capability and proficiency in the core knowledge of their specialization and can show capability in learning aptitudes in the four specializations. It will be a challenging and thorough adventure however the reward for undertaking a significant experience are enormous and will without a doubt give AUE graduates a capable begin in vocation they may pick. Moreover, English dialect and innovation capability should likewise be illustrated. The Capstone Graduation Projects ought to be as field-based. The Capstone Graduation Project is intended to give students a helpful working comprehension of the requirements and desires expected to move on from AUE.

Choose 15 credit hours from any other college/specialization with the condition that all the prerequisites of the chosen courses are met.