COURSE CURRICULUM

The First Year Foundation Subjects offer students a comprehensive academic grounding by introducing key concepts across business, society, culture, and global environments. Students begin by exploring responsible and ethical commerce, gaining tools to understand sustainability, globalization, technology, labour, anti-corruption practices, and human rights in contemporary business contexts. They also learn essential quantitative techniques and computer-based models that support effective decision-making. Foundational economic principles, including macroeconomics and microeconomics, help students understand market behaviour and the impact of economic systems on society. Marketing fundamentals are introduced to explain how organizations identify opportunities, solve problems, and create value, while communication studies build students’ abilities in ethical, culturally sensitive, and professional communication across diverse settings. Management principles guide learners in understanding how organizations function and how managerial decisions affect both internal processes and external environments. Students are also exposed to marketing research methods, learning how to identify problems, collect and analyze data, and communicate insights, complemented by consumer behaviour studies that explore psychological, social, and cultural influences on purchasing decisions. Digital transformation subjects introduce AI-driven communication, digital marketing strategy, content creation, analytics, and personal branding, enabling students to adapt to the evolving digital landscape. Additionally, international business provides insight into global operations, entry strategies, and cross-border challenges. The curriculum expands further with urban sociology, examining city growth, sustainability, and the UAE’s unique urban identity, followed by public health, which explores key physical, mental, and social wellbeing issues relevant to the UAE and GCC. A course on UAE diplomacy and global relations highlights the nation’s strategic role, evolving partnerships, and sensitivity to transnational issues. Environmental studies introduce sustainability, climate change, and human impact on ecosystems, while the study of Islamic culture provides historical, religious, and sociological perspectives, examining its origins, development, contributions to knowledge, and relevance to contemporary debates on identity, pluralism, and modernity.