Marketing Communications and Social Media (4 years, Bachelor of Business Administration)


The BBA in Marketing Communications and Social Media combines the theory and practice of Marketing with an understanding of the role of Communication in promoting business interests in a new-media environment. Students gain a foundation in the principles of consumer behavior, how markets for products and services are formed and change, and organizational responses to customer needs and preferences. The program aims to develop the rich mix of abilities required of effective Marketing executives, including analytical and data management skills, and advanced Communication skills of digital marketing strategy and the management of social media and online communities.

Employment Opportunities

Digital Marketing Strategy, Social Media/Community Management, Public Relations, Advertising, Media, Direct Marketing, Communications Consulting.

Program Outline

All students pursuing the Bachelor’s degree in Marketing Communications and Social Media must complete the following requirements:

Degree Requirements Credits ECTS
General Education Requirements 24 42
Business Core Requirements 45 77
Major Requirements 51 105
Free Electives 9 16
Total Requirements 129 240

General Education Requirements 24 Credits 42 ECTS
English and Communication 9 16
Code Course Title Credits ECTS
COM101 Public Speaking 3 5
ENB220 Writing for Business Studies 3 6
ENB225 Business Communication in English 3 5
Humanities & Social Sciences2 9 16
Code Course Title Credits ECTS
N/A Philosophy, Psychology, Sociology, History, or Political Science 9 16
Mathematics 3 5
Code Course Title Credits ECTS
MAT115 Statistics I 3 5
Computer Science 3 5
Code Course Title Credits ECTS
CSC190 Computer Fundamentals and Applications 3 5

Business Core Requirements 45 Credits 77 ECTS
Code Course Title Credits ECTS
ACC112 Introduction to Financial Accounting 3 5
ACC113 Introduction to Managerial Accounting 3 5
BUS101 Introduction to Business 3 5
BUS111 Finite Mathematics for Business 3 5
BUS195 Business Calculus and Applications 3 5
BUS201 International Business 3 5
BUS360 Innovation and Entrepreneurship 3 5
BUS401 Business Policy and Strategic Management 3 6
ECO101 Principles of Microeconomics 3 5
ECO102 Principles of Macroeconomics 3 5
FIN101 Essentials of Financial Analysis 3 6
LAW101 Business Law I 3 5
MAR101 Introduction to Marketing 3 5
MGT101 Principles of Management 3 5
MGT205 Organizational Behavior 3 5

Major Requirements 51 Credits 105 ECTS
Code Course Title Credits ECTS
BUS215 Business Research 3 6
BUS411 Senior Project 7 10
MAR111 Advertising and Sales Promotion 3 6
MAR115 Fundamentals of Social Media 3 5
MAR125 Integrated Marketing Communications 3 6
MAR204 Consumer Behaviour 3 6
MAR205 Selling and Sales Management 3 6
MAR207 Direct Marketing 3 6
MAR213 The Art of Persuasion 3 6
MAR312 Integrated Marketing Communications Campaigns 3 6
MAR317 Digital Communications Strategy 3 6
PRS320 Public Relations Management and Practice 3 6
Major Electives 15 30

(Students select Five (5) of the following courses)

Code Course Title Credits ECTS
COM103 Mass Media Writing 3 6
COM220 Intercultural Communication 3 6
MAR209 Consumer Behavior and Social Media 3 6
MAR260 Professional Selling 3 6
MAR302 Marketing Research 3 6
MAR308 Brand Management 3 6
MAR316 E-Marketing 3 6
MAR400 Internship in Marketing Communications 3 6
MAR404 Advertising and Symbolism 3 6
PRS260 Issues and Crisis Management and CSR 3 6
PRS290 Public Relations Audit-Project 3 6
TSM202 Event Management 3 6

Free Electives 9 Credits 16 ECTS

1 Students who do not meet the level of English for the course COM101 can alternatively register in the Course COM100-Fundamentals of Speech.

2 No more than two courses can be taken from a discipline unless otherwise specified.


Previous Degree Requirements



Objectives & Outcomes

General Objectives
  • To develop the student’s capacity to think, write and speak effectively and creatively.
  • To develop an appreciation of and respect for social, moral, and ethical values as the foundation of one’s relationship to others and one’s responsibilities to the community.
  • To develop the student’s analytical, decision-making and communication competencies together with those qualities of self-reliance, responsibility, integrity and self-awareness, which will promote personal achievement and contribution to organizations.
  • To build breadth of perspective through the general education requirements and provide sufficient specialization to meet basic professional and career requirements.
  • To provide the student with the necessary requirements for academic and/or career advancement.
Specific Objectives
  • To provide students with a foundation in Business in general and all methods of communication in marketing, in particular.
  • To provide a thorough study of each of the elements of the promotional mix, i.e. Advertising, Public Relations, Sales Promotion, Personal Selling and Direct Marketing.
  • To provide an in-depth understanding as to why and how the elements of the communications mix are integrated.
  • To provide the foundations of Social Media Marketing for students who want careers in the rapidly changing marketing communications field.
  • To provide students with the knowledge and skills to design and implement an effective marketing communications campaign.
  • To provide students with an in-depth knowledge of the role of marketing communications and the process of developing relationships with stakeholders.
  • To center attention directly on the skills and knowledge required by Marketing Communication professionals and to help students acquire knowledge and develop skills in a systematic way.
  • To assist the students in developing leadership capabilities, which can be used in reaching solutions to problems of Business in general, and in the marketing communications field in particular.
Learning Outcomes
Upon successful completion of the program the students should be able to:
  • Demonstrate awareness and capability of analyzing environmental (economic, social, political, legal, and technological) trends and their impact on individuals and businesses.
  • Critically evaluate and apply concepts, techniques, strategies, and theories from any appropriate discipline in business contexts
  • Demonstrate their ability to communicate effectively in business situations through speaking, writing, and by use of electronic media.
  • Differentiate and analyze consumer data sources and collection methods via an empirical research approach.
  • Describe the application of manual and computer-based quantitative and qualitative tools and methodologies in identifying and solving problems and making decisions in business situations.
  • Demonstrate a thorough understanding of each element of the communications mix and the importance of integrating them.
  • Apply knowledge from business and communication disciplines to develop an effective integrated communications plan in the dynamic environment.
  • Describe the coordination of the production of visually effective print, graphic, and electronic communications.
  • Demonstrate a thorough understanding of Social Media principles and how these platforms are re-formulating business communications.
  • Demonstrate the capability of building and maintaining professional relationships with the various audiences of the organization.
  • Project the ability to work in accordance with the professional ethics, standards, practices and the relevant laws.
  • Demonstrate the ability to build teams and work effectively within them.

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Careers & Employment

Graduates of the program Marketing Communications & Social Media use their knowledge to create and promote the corporate image of an organization. Through the knowledge gained they can use various means of communication to convey targeted and correct messages to their customers for the products or services they offer. The graduates will also learn how to develop relationships with customers and various stakeholders through both traditional networking and social media platforms.



  • Teamwork
  • Communication skills
  • Problem Solving
  • Excellent computer use
  • Analysis and Research
  • Organization and Efficiency
  • Leadership
  • Initiative and Creativity


Employment sectors

  • Public & Private
  • Advertising
  • Publisher
  • SME
  • Telecommunications
  • Education


Career choices

  • Freelance
  • Communication Officer
  • Press Representative
  • Advertiser
  • Officer Public Relations and Marketing
  • Educational


Graduate / Professional Studies

International organizations may request as additional academic qualifications a Master of Business Administration (MBA) or another post-graduate diploma in a particular field in communication.

For a career in academic field and in higher education, it is desirable to have a doctorate (PhD) which also offers experience and skills directly linked to research.


Work Experience Program - European University Cyprus

The work experience of the Career Center program enables third-year and fourth-year students with high academic achievement to work for three months period in positions appropriate to their field of study. The program enriches the curriculum of each participant, after acquiring work experience and Personal Evaluation of Competence of the organization in which he or she is placed. Some of the companies that participate in the program of Marketing Communications and Social Media in which students were placed are:


  • Abacus Ltd
  • AC Nielsen
  • Airtrans Group Ltd
  • Alico AIG Life
  • Aspen Trust
  • Atlantis Consulting
  • BKR Damianou & Partners
  • Carob Mill Ltd
  • Cyprus Trading Corporation Limited
  • FBME BANK LTD (Federal Bank of the Middle East Ltd)
  • Infocredit Group
  • Lanitis E.C. Holfings Ltd
  • Lanitis Freen Energy Group Ltd
  • Liberty Life Insurance Company
  • N.P. Lanitis Ltd
  • New Nissan Cyprus Ltf
  • TFI Markets
  • Thomson Reuters
  • MTN (Cyprus)
  • GrantXpert Consulting Ltd
  • Cyprus Department of Labour (Employment Market Section)
  • WorkForce Cyprus
  • RTD Talos
  • Penta Marketing Art
  • O. Shambartas LLC

University of Europe
Laureate Digital

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