College of Business Administration

E-Commerce & Marketing



Over the last three decades, it is without doubt that the greatest innovations and transformations have taken place in the digital arena. The E-Commerce & Marketing concentration offered by COBA furnishes students with the specific managerial and technological expertise required to maximize the use of digital systems for economic and business purposes. This concentration trains students how to be multi-track thinkers, how to handle pressure, and how to utilize technology to exploit hidden business opportunities. This concentration is recognized by the Chartered Institute of Marketing (CIM), allowing students to be exempted from certain modules on their path to becoming certified in professional marketing and digital marketing. Graduates of this concentration will be perfectly positioned to join the marketing team of any brand or organization in the capacity of Brand or Product Manager, and develop their careers as Marketing Analysts, Campaign Managers, Customer Relationship Managers, or Digital Marketers.


Career Options

Brand Manager
Market Research Analyst
E-Commerce Specialist
Search Engine Marketing (SEM) Specialist
Search Engine Optimization (SEO) Specialist
Social Media Executive
Promotion Executive
Digital Marketing Executive
Consumer Behavior Specialist

Key Skills

Critical Thinking and Problem-Solving
Writing Skills
Search Engine Optimization (SEO)
Social Media Management
Market Research
Customer Research
Analytical Skills 

Financial Aid Scholarships & Flexible Payment Methods

Students who are employed within governmental sectors affiliated with AUE shall be granted up to a 40% waiver on tuition fees.

The Athletic Grant will be 50% for first-team players and 25% for substitute players. This grant applies to tuition fees and is based upon the nomination and confirmation of the relevant Coach and Athletic Office.

Students who achieve average high school grades of 85% and above shall be granted up to a 20% waiver on tuition fees.

Students completing 45 credit hours with a CGPA equal to (or above) 3.6 will be granted a 10% to 15% waiver on tuition fees.

AUE offers students with financial difficulties the opportunity to apply for financial aid. Financial Aid can cover up to 50% of tuition fees, subject to the submission of all necessary supporting documentation and approval by the committee concerned.

For any additional family member (brother, sister, spouse, parent, or child) enrolled at AUE, a 10% reduction in tuition fees shall apply per family member.

Tuition Fees

Approx. 22,000 AED* per semester

One academic year is two semesters.
For more detailed information please visit the Tuition Fees page

Student Life


Quick facts



1 : 19

Faculty : Student


Million (AED) in Scholarships


Alumni Worldwide

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American University in the Emirates
P.O. Box: 503000, Dubai, UAE
Phone: + 971 4 4499 000
Fax: + 971 4 4291 205 
Email: admissions@aue.ae
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