Department of Marketing and Events Management
Practical, industry-aligned education in marketing and events management — preparing graduates for careers across public and private sectors.
Department of Marketing and Events Management3 Programs
College of Business · Australian University (AU)
The Department of Marketing & Events Management offers students a dynamic and practical education in both management and marketing, equipping them for roles in both public and private organizations. Our curriculum covers not only marketing but also the thrilling and multifaceted field of event management.
Marketing stands as a pivotal function within any organization, but our department goes beyond this by incorporating event management into our program. Whether you aspire to build a career in marketing, event planning, or any profession, comprehending the significance of both these disciplines is essential for your success.
Diploma of Marketing
A sound theoretical foundation in marketing management and the practical, managerial skills to run marketing functions effectively in any organization.
Explore program Bachelor's (2+2) · 4 YearsBachelor of Marketing
A challenging curriculum that builds on the Diploma of Marketing to prepare students for exciting careers across a variety of marketing fields.
Explore program Bachelor's · 4 YearsBachelor of Events Management
Strong organizing and interpersonal skills for planning and delivering promotional, business, and social events in a fast-paced environment.
Explore programEntry Requirements
Requirements for Entry
Admission to AU's Diploma and Bachelor's degree programs is based on high school academic performance. For Business programs — including the Diploma of Marketing, Bachelor of Marketing, and Bachelor of Events Management — applicants from government and Arabic private schools need a minimum overall average as shown below; applicants from other international school systems need the equivalent minimum GPA. Both the Scientific and Literature streams are accepted.
All applicants must submit a true copy of their High School Certificate (authenticated by Kuwait's Ministry of Education, with an English translation), a valid passport and Civil ID copy, a personal photograph, and proof of English proficiency — either AU's own English Placement Test (KD 25 fee) or a recognized certificate such as IELTS (minimum score of 3) or TOEFL iBT (minimum score of 71). Graduates of foreign school systems must also submit their transcripts along with an equivalency letter from the Private Education Department.
| Program | Government / Arabic Private Schools | Other International Systems |
|---|---|---|
| Diploma of Marketing | Minimum 60% | Equivalent minimum GPA |
| Bachelor of Marketing (2+2) | Minimum 60% | Minimum GPA 2.00 |
| Bachelor of Events Management | Minimum 60% | Minimum GPA 2.00 |
Figures reflect AU's published College of Business admission requirements, which apply across its Business programs. Please confirm current thresholds with AU Admissions before applying.
Diploma of Marketing60 CH2 Years
Diploma Program · Department of Marketing & Events Management, College of Business
AU’s Diploma of Marketing program provides students with a sound theoretical knowledge base in marketing management as well as a range of managerial skills to ensure that marketing functions are effectively conducted in any organization such as a marketing consultancy role or as a team member within the marketing department of an organization. Students have to complete 60 CH in two years to acquire the Diploma of Marketing.
Program Objectives and Learning Outcomes
The Diploma of Marketing curriculum is designed around the following program objectives:
- Determine strategies for evaluating and developing new and modified products, concepts, goods, and services that respond to evolving market needs.
- Apply the principles of business ethics and social responsibility.
- Develop an integrated advertising and marketing communications plan and be able to present and defend it.
- Describe different strategic purposes of using digital marketing technologies and social media.
- Understand and apply the skills to be content marketers, using photos and videos to promote products.
- Identify and explain factors which influence consumer behavior and recognize the behavioral aspects of marketing management.
By successful completion of the program, graduates will be able to:
- Explain the coherent body of knowledge, and the underlying principles and concepts, fundamental to, and in the broader context of, the marketing discipline.
- Apply critical thinking, evaluation, and problem-solving skills in the integration and application of theoretical and technical knowledge within the context of marketing practice.
- Exercise professional judgement and identify and respond to ethical and legal issues in a range of professional marketing contexts.
- Analyze, evaluate, and develop solutions to communication problems in creative and innovative ways.
- Devise effective strategy based on relevant marketing theory to solve marketing problems and engage stakeholders effectively.
- Write effectively for diverse audiences; create media and business-oriented communication product; speak articulately; conduct and evaluate research based on interviews and secondary source analysis; and communicate effectively with stakeholders.
- Use technology effectively to communicate with stakeholders.
- Develop and apply academic knowledge in professional settings.
- Obtain, through electives, in-depth knowledge and understanding in more specific related areas.
Career Opportunities
Graduates of AU's Diploma of Marketing are prepared for entry- and mid-level roles across marketing, advertising, and sales functions, including:
Study Plan
Recommended Study Plan
Diploma of Marketing (0–2) — view the full 4-semester plan online or download it as a PDF.
| Course Code | Course Name | Pre-Req | Co-Req | Credit Hours | Contact Hours | Course Type | |
|---|---|---|---|---|---|---|---|
| Semester 1 | BMIS110 | Business Computer Applications | — | — | 3 | 3 | CM |
| BMGT110 | Management Principles | — | — | 3 | 3 | CM | |
| BACC110 | Financial Accounting | — | — | 3 | 3 | CM | |
| ENGL111 | English for Business | — | — | 3 | 3 | UM | |
| MATH140 | Business Mathematics | — | — | 3 | 3 | CM | |
| Semester Total | 15 | 15 | |||||
| Semester 2 | BECO191 | Principles of Microeconomics | MATH140 | — | 3 | 3 | CM |
| BDMC191 | Business Communications | ENGL111 | — | 3 | 3 | CM | |
| BMKT110 | Marketing Principles | — | ENGL111 | 3 | 3 | CM | |
| BFIN110 | Financial Management | MATH140 | — | 3 | 3 | CM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 3 | BECO292 | Principles of Macroeconomics | BECO191 | — | 3 | 3 | CM |
| STAT201 | Statistics for Business | MATH140 | — | 3 | 3 | CM | |
| BDMC210 | Fundamentals of Digital Marketing | BMKT110 | — | 3 | 3 | DM | |
| BDMC292 | Content Marketing | BMKT110 | — | 3 | 3 | DM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 4 | BDMC211 | Digital Advertising & Branding | BDMC210 | — | 3 | 3 | DM |
| BMKT212 | Consumer Behavior | BMKT110 | — | 3 | 3 | DM | |
| BMKT270 | Business Research | STAT201 | — | 3 | 3 | CM | |
| BMKT292 | Business Internship | — | BMKT270 | 3 | 0 | CM | |
| BMIS211 | Management Information System | BMIS110, BMGT110 | — | 3 | 3 | CM | |
| Semester Total | 15 | 12 | |||||
| Program Total | 60 | 57 | |||||
Available University Elective Courses
This program permits the selection of 2 university elective courses, amounting to 6 credit hours.
| Course Code | Course Name | Credit Hours | Contact Hours |
|---|---|---|---|
| UEIT102 | Introduction to AI | 3 | 3 |
| UEIT103 | Introduction to Generative AI and Prompt Engineering | 3 | 3 |
| UEIE102 | Introduction to Entrepreneurship | 3 | 3 |
| UEHA102 | Introduction to Critical Thinking | 3 | 3 |
| UEHA105 | Fundamentals of Public Speaking | 3 | 3 |
| UESH103 | Health and Safety | 3 | 3 |
| UESH104 | Introduction to Sustainability | 3 | 3 |
| UEBM101 | Introduction to Social Media Marketing | 3 | 3 |
| UEBM103 | Personal Finance | 3 | 3 |
| UEBM104 | Introduction to Advertising and Branding | 3 | 3 |
| UESS101 | Introduction to Interior Design | 3 | 3 |
Bachelor of Marketing120 CH4 Years (2+2)
Bachelor's Degree (2+2) · Department of Marketing & Events Management, College of Business
AU’s Bachelor of Business Marketing program offers a challenging curriculum designed to prepare students for exciting careers in a variety of marketing fields. Students will study diverse topics including marketing strategy, consumer behavior, and market research techniques. Students have to complete 60 CH in the first two years to acquire the Diploma of Marketing. Upon completion of the Diploma program, the students may continue and receive the Bachelor of Business (Marketing) if they complete complementary 60 CH during additional two years of study.
Program Objectives and Learning Outcomes
Building on the Diploma of Marketing foundation, the Bachelor of Marketing curriculum is designed around the following program objectives:
- Determine strategies for evaluating and developing new and modified products, concepts, goods, and services that respond to evolving market needs.
- Apply the principles of business ethics and social responsibility.
- Develop an integrated advertising and marketing communications plan and be able to present and defend it.
- Describe different strategic purposes of using digital marketing technologies and social media.
- Understand and apply the skills to be content marketers, using photos and videos to promote products.
- Identify and explain factors which influence consumer behavior and recognize the behavioral aspects of marketing management.
By successful completion of the program, graduates will be able to:
- Explain the coherent body of knowledge, and the underlying principles and concepts, fundamental to, and in the broader context of, the marketing discipline.
- Apply critical thinking, evaluation, and problem-solving skills in the integration and application of theoretical and technical knowledge within the context of marketing practice.
- Exercise professional judgement and identify and respond to ethical and legal issues in a range of professional marketing contexts.
- Analyze, evaluate, and develop solutions to communication problems in creative and innovative ways.
- Devise effective strategy based on relevant marketing theory to solve marketing problems and engage stakeholders effectively.
- Write effectively for diverse audiences; create media and business-oriented communication product; speak articulately; conduct and evaluate research based on interviews and secondary source analysis; and communicate effectively with stakeholders.
- Use technology effectively to communicate with stakeholders.
- Develop and apply academic knowledge in professional settings.
Career Opportunities
Graduates of AU's Bachelor of Marketing are prepared for a broad range of marketing roles across industries, including:
Entry Requirements & Study Plan
Recommended Study Plan
Bachelor of Marketing (2+2) — view the full 8-semester plan online or download it as a PDF.
| Course Code | Course Name | Pre-Req | Co-Req | Credit Hours | Contact Hours | Course Type | |
|---|---|---|---|---|---|---|---|
| Semester 1 | BMIS110 | Business Computer Applications | — | — | 3 | 3 | CM |
| BMGT110 | Management Principles | — | — | 3 | 3 | CM | |
| BACC110 | Financial Accounting | — | — | 3 | 3 | CM | |
| ENGL111 | English for Business | — | — | 3 | 3 | UM | |
| MATH140 | Business Mathematics | — | — | 3 | 3 | CM | |
| Semester Total | 15 | 15 | |||||
| Semester 2 | BECO191 | Principles of Microeconomics | MATH140 | — | 3 | 3 | CM |
| BDMC191 | Business Communications | ENGL111 | — | 3 | 3 | CM | |
| BMKT110 | Marketing Principles | — | ENGL111 | 3 | 3 | CM | |
| BFIN110 | Financial Management | MATH140 | — | 3 | 3 | CM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 3 | BECO292 | Principles of Macroeconomics | BECO191 | — | 3 | 3 | CM |
| STAT201 | Statistics for Business | MATH140 | — | 3 | 3 | CM | |
| BDMC210 | Fundamentals of Digital Marketing | BMKT110 | — | 3 | 3 | DM | |
| BDMC292 | Content Marketing | BMKT110 | — | 3 | 3 | DM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 4 | BDMC211 | Digital Advertising & Branding | BDMC210 | — | 3 | 3 | DM |
| BMKT212 | Consumer Behavior | BMKT110 | — | 3 | 3 | DM | |
| BMKT270 | Business Research | STAT201 | — | 3 | 3 | CM | |
| BMKT292 | Business Internship | — | BMKT270 | 3 | 0 | CM | |
| BMIS211 | Management Information System | BMIS110, BMGT110 | — | 3 | 3 | CM | |
| Semester Total | 15 | 12 | |||||
| Semester 5 | BHRM330 | Organizational Behavior | BMGT110 | — | 3 | 3 | DM |
| BMKT322 | Develop a Promotional Campaign | BDMC211 | — | 3 | 3 | DM | |
| BMGT350 | Business Law | ENGL111, BDMC191 | — | 3 | 3 | CM | |
| BDMC331 | Social Media Marketing | BDMC211 | — | 3 | 3 | DM | |
| — | College Elective | — | — | 3 | 3 | CEL | |
| Semester Total | 15 | 15 | |||||
| Semester 6 | BMIS361 | E-business | BMIS211 | — | 3 | 3 | CM |
| BMKT381 | Retail Marketing | BMKT322 | — | 3 | 3 | DM | |
| BMKT311 | International Marketing | BMKT110 | BMGT350 | 3 | 3 | DM | |
| BMKT341 | Consumers and Markets | BMKT212 | — | 3 | 3 | DM | |
| — | Department Elective | — | — | 3 | 3 | DEL | |
| Semester Total | 15 | 15 | |||||
| Semester 7 | BMKT451 | Customer Relationship Marketing | BMKT341 | — | 3 | 3 | DM |
| BMKT470 | Marketing Research | STAT201 | — | 3 | 3 | DM | |
| BMKT460 | Marketing Planning and Strategy | BMKT322 | — | 3 | 3 | DM | |
| BMGT493 | Business Ethics | BMGT110 | BMGT350 | 3 | 3 | CM | |
| — | Department Elective | — | — | 3 | 3 | DEL | |
| Semester Total | 15 | 15 | |||||
| Semester 8 | BMKT490 | Marketing Audits | BMKT470 | — | 3 | 3 | DM |
| BMKT492 | Industrial Marketing | BMKT460 | — | 3 | 3 | DM | |
| BMKT430 | Marketing of Services | BMKT381 | — | 3 | 3 | DM | |
| BMGT411 | Strategic Management | BMGT493 | — | 3 | 3 | DM | |
| BMKT491 | Graduation Project in Marketing | BMKT270 | — | 3 | 3 | DM | |
| Semester Total | 15 | 15 | |||||
| Program Total | 120 | 117 | |||||
Semesters 1–4 (Diploma stage): 2 University Elective courses (6 credit hours). Semesters 5–8 (Bachelor stage): 1 College Elective course (3 credit hours) and 2 Departmental Elective courses (6 credit hours), chosen from the approved lists.
Bachelor of Events Management120 CH4 Years
Bachelor's Degree (0–4) · Department of Marketing & Events Management, College of Business
Bachelor of Events Management program seeks to ensure enrolled students are taught strong organizing and interpersonal skills, and the ability to excel in today’s fast-paced environment. Individuals working within the event management field mainly plan and organize promotional, business, and social events. Students have to complete 120 CH in four years to acquire the Bachelor of Events Management. The proposed program is designed in alignment with CQ University requirements.
Program Objectives and Learning Outcomes
The Bachelor of Events Management curriculum is designed around the following program objectives:
- Interpret and evaluate events management as a phenomenon and as a business system.
- Identify and assess relationships and networks relative to building capacity.
- Apply relevant technology for the production and management of experiences.
- Plan, lead, organize, and control resources for effective operations.
- Create, apply, and evaluate marketing strategies for destinations.
- Develop and evaluate policy and planning initiatives.
By successful completion of the program, graduates will be able to:
- Understand the trends and traits of the events management industry.
- Identify how to determine staffing and scheduling responsibilities.
- Understand the executive events management responsibilities and how current technologies affect all departments.
- Understand the terminology and methods of events management.
- Develop and apply academic knowledge in professional settings.
- Demonstrate critical thinking including innovation, analysis, synthesis, and application to the fields of events management.
- Demonstrate entry-level knowledge in the nature and scope of events management professions and the historic, scientific, and philosophical foundations of the profession based on evaluation of key class assignments and industry standards.
- Demonstrate the ability to design, implement, and evaluate services, events, and programs that model inclusive practices and that enhance the quality of life for all people through recreation and leisure experiences.
Career Opportunities
Graduates of AU's Bachelor of Events Management are prepared for roles across event planning, hospitality, and destination marketing, including:
Entry Requirements & Study Plan
Recommended Study Plan
Bachelor of Events Management (0–4) — view the full 8-semester plan online or download it as a PDF.
| Course Code | Course Name | Pre-Req | Co-Req | Credit Hours | Contact Hours | Course Type | |
|---|---|---|---|---|---|---|---|
| Semester 1 | BMIS110 | Business Computer Applications | — | — | 3 | 3 | CM |
| BMGT110 | Management Principles | — | — | 3 | 3 | CM | |
| BACC110 | Financial Accounting | — | — | 3 | 3 | CM | |
| ENGL111 | English for Business | — | — | 3 | 3 | UM | |
| MATH140 | Business Mathematics | — | — | 3 | 3 | CM | |
| Semester Total | 15 | 15 | |||||
| Semester 2 | BECO191 | Principles of Microeconomics | MATH140 | — | 3 | 3 | CM |
| BDMC191 | Business Communications | ENGL111 | — | 3 | 3 | CM | |
| BMKT110 | Marketing Principles | — | ENGL111 | 3 | 3 | CM | |
| BFIN110 | Financial Management | MATH140 | — | 3 | 3 | CM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 3 | BECO292 | Principles of Macroeconomics | BECO191 | — | 3 | 3 | CM |
| STAT201 | Statistics for Business | MATH140 | — | 3 | 3 | CM | |
| BEVM240 | Cultural Tourism and Festivals | BMGT110, ENGL111 | — | 3 | 3 | DM | |
| BEVM213 | Destination Management | BMGT110, ENGL111 | — | 3 | 3 | DM | |
| — | University Elective | — | — | 3 | 3 | UEL | |
| Semester Total | 15 | 15 | |||||
| Semester 4 | BMKT212 | Consumer Behavior | BMKT110 | — | 3 | 3 | DM |
| BEVM221 | Tourism Product & Design | BMKT110 | — | 3 | 3 | DM | |
| BMKT270 | Business Research | STAT201 | — | 3 | 3 | CM | |
| BEVM290 | Events Marketing | BMKT110 | — | 3 | 3 | DM | |
| BMIS211 | Management Information System | BMIS110, BMGT110 | — | 3 | 3 | CM | |
| Semester Total | 15 | 15 | |||||
| Semester 5 | BEVM371 | MICE Management | BEVM290 | — | 3 | 3 | DM |
| BEVM310 | Managing Event Organizations | BEVM221 | — | 3 | 3 | DM | |
| BMGT350 | Business Law | ENGL111, BDMC191 | — | 3 | 3 | CM | |
| BEVM363 | Quality in Tourism, Leisure, and Events | BMKT212 | — | 3 | 3 | DM | |
| — | College Elective | — | — | 3 | 3 | CEL | |
| Semester Total | 15 | 15 | |||||
| Semester 6 | BMIS361 | E-business | BMIS211 | — | 3 | 3 | CM |
| BEVM350 | Leisure and Sports Events | BEVM310 | — | 3 | 3 | DM | |
| BEVM312 | Events in Practice | BEVM302 | — | 3 | 3 | DM | |
| BEVM333 | Destination Branding | BEVM213, BMKT212 | — | 3 | 3 | DM | |
| — | Department Elective | — | — | 3 | 3 | DEL | |
| Semester Total | 15 | 15 | |||||
| Semester 7 | BEVM481 | E-Tourism | BMIS361, BEVM221 | — | 3 | 3 | DM |
| BMGT493 | Business Ethics | BMGT110 | BMGT350 | 3 | 3 | CM | |
| BEVM460 | Sustainability in Leisure, Tourism and Events | BEVM363 | — | 3 | 3 | DM | |
| BEVM492 | Internship in Events Management | — | BMGT493 | 3 | 0 | CM | |
| — | Department Elective | — | — | 3 | 3 | DEL | |
| Semester Total | 15 | 12 | |||||
| Semester 8 | BEVM400 | Managing Visitor Experience | BEVM310, BEVM333 | — | 3 | 3 | DM |
| BEVM493 | Contemporary Issues in Leisure, Tourism and Events | BEVM363 | — | 3 | 3 | DM | |
| BMGT411 | Strategic Management | BMGT493 | — | 3 | 3 | CM | |
| BEVM423 | Policy and Scenario Planning | BEVM312 | — | 3 | 3 | DM | |
| BEVM491 | Graduation Project in Events Management | BMKT270 | — | 3 | 3 | CM | |
| Semester Total | 15 | 15 | |||||
| Program Total | 120 | 117 | |||||
Students select 2 University Elective courses (6 credit hours), 1 College Elective course (3 credit hours), and 2 Departmental Elective courses (6 credit hours) from the approved lists.