The American University in Dubai (AUD) launched its newly redesigned Advertising program with a panel discussion titled “Bridging the Gap Between Academia and Industry: Expectations for Entry-Level Creatives.” The session brought together leading voices from the advertising industry alongside AUD alumni, who shared insights with students on the skills and mindsets needed to thrive in today’s fast-evolving industry.

The panelists included Mounir Harfouche, Chief Executive Officer of MullenLowe MENA; Ricarda Ruecker, Chief Talent Officer at MCN and Founder of RR Executive Coaching & Consulting; Fernando Miranda, Executive Creative Director at Momentum Worldwide; Noor Mukhallalati, Senior Art Director at MRM MENAT and AUD alumna; and Ibrahim Zoroub, Creative Communications Specialist and Founder of Project Passion Dubai, also an AUD alumnus.

The AUD’s Advertising program is a major under the Bachelor of Fine Arts in Visual Communication (B.F.A.), and the redesigned curriculum represents a significant step in aligning creative education with industry demands while reinforcing AUD’s position as a leading hub for creative talent.

The program introduces a series of innovations designed to position graduates at the forefront of the field. Students progress through a unique four-course Campaign Studio sequence, advancing from ideation to full campaign execution in a way that mirrors real-world processes. AI integration is embedded across courses, equipping students to master prompt writing, generative design, and AI-enhanced strategies while navigating the ethical implications of emerging technologies.

The program also reintroduces Arabic Copywriting as a core elective, open to Journalism students, to meet the urgent demand for culturally resonant messaging. A suite of new electives reflects today’s evolving priorities, including Social Media & Content Creation, Technology & AI in Advertising, Branding Through Advertising, Semiotics in Advertising, and The Craft of Copywriting. A strong cultural and ethical focus runs throughout, ensuring graduates create campaigns that connect authentically with diverse audiences.

With validation from agencies such as Saatchi & Saatchi, Leo Burnett, MullenLowe, and Fortune Promo Seven, the program has been praised by both industry experts and alumni. AUD graduates consistently distinguish themselves at global competitions including Dubai Lynx and the Roger Hatchuel Academy at Cannes Lions.

By combining a forward-looking curriculum with direct engagement from industry leaders, AUD continues to bridge the gap between academia and professional practice, ensuring its graduates are culturally aware, technologically fluent, and industry-ready.