JEDDAH: The College of Business Administration (CBA) is celebrating Saturday the establishment of the Jeddah College of Advertising (JCA) the city's first education institution specializing in advertising. Dr. Abdullah S. Dahlan, the Chairman of the Board of Trustees of the CBA, said at the weekend that the company received permission a year ago from the Ministry of Higher Education to establish a college offering majors in advertising for Saudis. The company has not enrolled students yet, but will be doing so soon, he added. Dahlan said this step was taken to meet the needs of the market. Studies have shown that the local advertising industry consists of only four percent Saudis. He said the CBA has completed the construction of the main building of the college, on its campus in the northern part of Jeddah. It is now being equipped with the latest technical equipment, specialized laboratories and studios. Dahlan said CBA has also signed a four-year agreement with the University of Buckingham New University in Britain (Bucks), which specializes in media education in Britain and is one of the leading universities in the European Union. The agreement includes the transfer of modern technology, qualified academic staff, technical equipment and all the required educational and training programs. Bucks hold a British and European and Global IT Media academic accreditation. The Saudi Arabian market is one of the most important global markets, targeted by overseas companies that are exporting to this market, said Professor Paul Springer, head of the technical and academic team at Bucks. The advertising market in the Kingdom is one of the most important markets, which is working to open the doors to these exports to enter the Kingdom. The Saudi culture has become global and specialized language is needed to attract their attention and their purchasing decision-making through specialized advertising messages, he said. Dahlan said the cost of the college, its equipment and the Bucks technical supervision, would amount to about SR60 million, which has been financed by the owners of the company. Enrollment is expected to start once permission is received from the Ministry of Higher Education for the courses in advertising, creative design, management and communications. Dahlan said advertising agencies in Jeddah have welcomed this initiative. The college has also received the backing of Qaswarah Al-Khatib, the Chairman of the Advertising Committee at the Jeddah Chamber of Commerce and Industry.
