To be a leading institution nationally and recognized internationally in advertising and communications domains serving the society and meeting the labor market demands through education and research.

JCA mission is to prepare talented graduates to become leading advertising communication professionals in the business environments through high-quality practical education and Research aligned with national and international standards serving the needs of the industry and the community.

1- Enroll high quality students in UBT’s colleges and programs
2- Revise and update periodically JCA’s 3 existing programs, and develop new proposals to respond constantly to economic and socio-cultural changes.
3- Improve and maintain JCA programs’ quality and impact through students’ outcome-based assessment and well-articulated Graduate Attributes (GAs).
4- Implement JCA’s program level accreditation (nationally and internationally) from ministry, international professional associations and academic institutions.
5- Integrate innovative learning and teaching strategies to improve student engagement and achievement of Learning Outcomes.
6- Improve student success and overall learning experience.
7- Improve student retention, progression, and completion rate across JCA’s programs and through effective advising and mentorship.
8- Enhance attraction and retention of quality Faculty to meet JCA’s programs and research needs.
9- Strengthening faculty and student research capability in line with the college’s core disciplines.
10- Develop and join projects with national and international research teams.
11- Improve and nurture UBT competitiveness through local and international partnerships with government, industry and education institutions
12- Increase UBT’s faculty intellectual contribution and publications in reputable research outlets
13- Design and deliver constantly community engagement events and activities to ensure a direct contact with the society.
14- Improve the utilization of the university LMS and other educational technologies to support innovative learning and teaching within UBT
15- Improve the curriculum through practice-based learning across the undergraduate and graduate programs
16- Improve the efficiency and effectiveness of UBT’s academic and operational processes
17- Improve the financial efficiency of the university
18- Develop and nurture faculty and staff leadership and operational competencies across the UBT’s main and branch campuses