COURSE CURRICULUM

The Marketing & Communication specialization within the Bachelor of International Business Administration program is designed to develop the core competencies required for success in modern marketing and public relations roles. While all students complete broad-based marketing modules, those choosing this specialization gain deeper insight into how companies shape and communicate their identity, both internally and externally. The program goes beyond traditional marketing activities by examining how branding, corporate image, messaging, and communication strategies impact all areas of business operations—from human resources and sales pipelines to supply chain and crisis management. Students learn how to craft consistent, compelling messages that align with company values and objectives. Key study areas include Mass Communication, Public Relations, Company Branding, Marketing Research, Niche Marketing, and E-Presence. The curriculum emphasizes the strategic role marketing professionals play in managing brand perception, responding to market shifts, and leading communication during periods of change such as downsizing or rebranding. Practical experience is also embedded in the program, with students expected to develop a comprehensive communication plan or a detailed marketing strategy as part of a business plan in their final year. Overall, the program equips future professionals with the strategic thinking, creativity, and communication expertise needed to drive organizational success in competitive markets.