Bachelor of Marketing Communication Program

MARKETING COMMUNICATION

The Advertising specialization was established in 1976 (1396 AH) as a track within the Media Program in the Faculty of Arts and Humanities. The Media Department at King Abdulaziz University is recognized as one of the earliest media programs in the Kingdom of Saudi Arabia. In 2012 (1433 AH), a presidential decree approved the transformation of the Media Program into the College of Communication and Media, which comprises four academic programs, including the Marketing Communication Program. In 2020 (1441 AH), the University Council approved the new curriculum for the Marketing Communication Program. The curriculum was developed based on internationally recognized academic models and designed to address the evolving needs of the labor market in advertising, marketing communication, and brand development. In 2022, the program was updated to strengthen its focus on digital communication, marketing through contemporary digital platforms, brand building, and the management of marketing campaigns in digital environments. The program underwent a further revision in 2026 to keep pace with the rapid transformation of the communication and marketing industries. The updated curriculum provides students with comprehensive professional preparation in marketing planning, advertising message development, multi-platform campaign management, audience and data analysis, equipping graduates with the competencies required by commercial, creative, and institutional sectors.