Bachelor of Science in Marketing

Structure of study plan 2016 (Student ID 2016-2020)

Type of Courses	Credit/hour
1. University General Education Requirements	24
(a) University Compulsory Courses	15
(b) University Elective Courses	9
2. College Requirements	66
(a) College Compulsory Courses	54
(b) College Elective Courses	12
3. Major Requirements	36
(a) Major Compulsory Courses	30
(b) Major Elective Courses	6
Total Credit Hours	126

Structure of study plan 2021 (Student ID from 2021)

Type of Courses	Credit/hour
1. University General Education Requirements	30
(a) University Compulsory Courses	15
(b) University Elective Courses	15
2. College Requirements	60
(a) College Compulsory Courses	51
(b) College Elective Courses	9
3. Major Requirements	36
(a) Major Compulsory Courses	30
(b) Major Elective Courses	6
Total Credit Hours	126

ACC 205 Principles of Accounting 

Accounting is something that affects people in their personal lives just as much as it affects very large businesses. Financial accounting is concerned with the provision of accounting information to owners, investors and other external users. The term accounting may refer to different activities, for example collecting, recording, processing and communicating economic data to produce useful accounting information. This course is a study of the fundamental principles and procedures of accounting as applied to sole proprietorships, partnerships and corporations.

ACC 210 Introduction to Managerial Accounting

Managerial Accounting focuses on: the development, interpretation, and application of accounting information for managerial decision making. The course stresses the use of financial information within organizations for the purposes of understanding and analyzing activities and operations. Students learn the linkages between accounting information and management planning through cost classification, cost analysis, cost-volume-profit analysis, operational budget, and analysis of financial statements for decision-making.

Pre-requisite: ACC205

BUS 209 Business English 

The objective of this ESP course is to empower and develop students’ business English skills. It also aims to develop their communicative competence in the four English skills, listening, speaking, reading and writing with more emphasis on the latter as a communication component in a business environment. This course is what the students need in order to progress effectively in their academic life which leads them to a successful career life later.

This course is designed to theoretically provide the students with the necessary language they need to succeed in business settings with a lot of authentic input from leading business organizations. It also gives business students the opportunity to practice business English terminology through being exposed to case studies on a wide range of companies, organizations and industry sectors.

In addition, students will develop their basic writing skills. They will go through the topics they will need to succeed in business such as meeting minutes and all parts of report writing. They will experience a progressive syllabus on the process of writing: planning, note-taking, drafting and checking through portfolios. Furthermore, Reading and listening introduce topics and ideas about business which will develop students’ linguistic competence. Hence, integration of language skills helps to foster understanding of concepts.

BUS 212 Data Analysis for Business 

This course covers the foundations for statistical reasoning and statistical applications in a business environment. It focuses on the application of business analysis tools relevant to managerial decision-making. Examples and case studies are drawn from finance, marketing, and management to aid understanding of the statistical techniques and assist in their implementation. Topics include data analysis, probability distributions, sampling distributions, estimation, hypothesis testing, and regression analysis. Extensive use of Excel with MegaStat is made for representing and analyzing all forms of data.

Pre-requisite: STA 113

BUS214 Business Research Methods

This course provides an introduction to research methods in social sciences in general and business administration in particular. The primary aim of the course is to equip students with the essential research techniques they would use in advanced specialized courses such as marketing research, feasibility studies and project planning, and the graduation project. The course will cover a range of topics including, in particular, research designs, sampling theory, data collection tools, questionnaire development and program evaluation methodology. The course will also cover basic data analysis methods involving both exploratory and hypothesis testing statistical techniques.

Pre-requisites: BUS212

BUS 300 Management Information Systems

This course provides an overview of computers and information processing. It covers the following topics in detail: management information system concepts, information processing applications, data handling process, data processing and automation, fundamentals of any system and system design, and development and implementation.

Pre-requisites: MGT 200

BUS311 Business Communications

The course aims to equip students with effective business communication skills, providing thorough practice in writing business letters, memos, reports, resumes and job applications. In addition to developing written communication, the course teaches verbal communication skills, for example public speaking, interviewing and other forms of communication. The entire teaching process is focused on building effective communication skills.

Pre-requisite: BUS209, ENG104

BUS 315 Business Analytics 

This course aims to review and learn basic quantitative methods used in business decision-making.  The major focus of the course will be on the formulation of models that can be used to analyze complex problems taken from various functional areas of management, including finance, marketing, operations, and human resources.  Some of the specific topics to be covered will include linear programming, queuing theory, decision analysis, forecasting and simulation.

Pre-requisite: BUS 212

BUS 316 Legal Environment & Ethics 

The aim of this course is to review basic legal principles and sources of contract law, background of law and legal theory. The following topics are covered in detail: formation of contracts, modifications, terminations, remedies, award law, pricing, patent, business organizations, company law, sales of goods, transfer of ownership rights, employment and health and safety laws.

Pre-requisite: MGT 200

BUS 470 Business Internship 

After the completion of 90 credit hours, including seven major core courses. The aim of supervised training is to enable students to practice the learnt theories and concepts in a business organization. Students from any business discipline undergo a 16-week training period that is closely monitored by an instructor and the manager/supervisor of the organization to ensure that the student cultivates sound professional attitudes and ethics needed in workplaces.

Pre-requisite: Year 4

ECO 200 Microeconomics

This course is designed to introduce basic economic concepts related to individual decision-makers in the economy - households, businesses and governments - and how they interact. Meaning, nature and methods of economic study are introduced. Supply, demand and elasticity are used to analyze consumer and firm behaviors in different types of markets. The rationale for various public policies designed to modify the workings of markets is examined.

ECO 210 Macroeconomics 

This course is designed to introduce basic economic concepts related to aggregate economic relationships such as output and income, national income accounting, aggregate supply and aggregate demand, unemployment, inflation, economic growth and development, money and banking, and the international economy. The course emphasizes the main components of aggregate expenditure and determination of equilibrium level of income, in addition to the analysis of the effects of fiscal and monetary policies on the economy. It extends understanding of the ability of governments to influence economic performance.

Pre-requisite: ECO 200

FIN 210 Fundamentals of Finance

This introductory course discusses in detail basic terms commonly used in finance. Topics covered include functions of financial management, financial analysis and planning, working capital management, the capital budgeting process and long-term financing.

Pre-requisite: ACC 205

INT300 Database Management Systems

This course is designed to give a theoretical and practical background in database techniques. It covers database concepts, data models, data dictionary, entity relationship diagrams, and the relational data model, converting E-R models to relational model, SQL language, normalization, and physical database design. Oracle software is used in the Lab.

MGT 200 Introduction to Management

This introductory course provides an overview of the field of management. The topics covered are designed around the key functions of management: planning, organizing, leading, and controlling. Students are exposed to the development of management theories and approaches, managerial decision-making, business environment, business ethics and social responsibility.

MGT 300 Organizational Behavior

This course surveys the background and development of organizational behavior, and examines major conceptual models in the field. A number of topics are explored in detail, including personality, perception, motivation, groups and teams, communication, leadership, conflict and negotiation, and organizational sources of stress and coping strategies. Issues relating to organizational change and development are given special attention.

Pre-requisite: MGT 200

MKT 200 Principles of Marketing 

This introductory course sheds light on the basic concepts of marketing, its varied definitions, origins and evolution through time. It also covers the main components of the marketing program (product, price, place and promotion) on which any attempts to plan marketing efforts rest.

Pre-requisite: ECO 200

BUS 222 Introduction to Islamic Business 

This course introduces the Islamic perspective on modern business settings. It will help to develop an understanding of the application of Islamic principles of trade and commerce in modern institutional settings. It is a specially designed business course to give students an understanding of the fundamental norms of Islamic Shari’ah in doing business covering Halal and Haram activities. In addition, the course covers the introduction and overview of the modern Halal industry spanning from food, dresses, and medicines to Islamic financial services. Finally, students will be introduced to the Islamic perspectives on specialized business areas including management, marketing, etc. The outcome of the course is an understanding of the Shari’ah-compliant businesses opportunities.

BUS 418 Business Feasibility and Planning

Feasibility studies and project evaluation have become increasingly important, since they signal the success of any industrial, tourism or investment project. This course is designed to introduce students to the concepts and process of feasibility studies and project evaluation. It explains how to prepare feasibility studies and project evaluation, and how to benefit from them in the investment decision-making process. Feasibility studies and project evaluation depend on collecting and analyzing marketing, technical, administrative and financial data and information.

Pre-requisites: 90 credits 

ECO 311 Managerial Economics 

This course is designed to acquaint students of business administration with the economics of managerial decision-making, paying special attention to the criteria for rational decision making in private business, non-profit institutions and public agencies. The course emphasizes the application of economic theory and the tools of decision science to examine how an organization can achieve its objectives most efficiently. It is an application of economic theory and analysis to the managerial decision-making process.

Pre-requisites:  ECO 200

ECO 320 Economic Development of GCC 

This course is designed to introduce the concepts, measurements and theories of broad-based sustainable development, as well as the relationships between economic development, human development and the environment. Students will also become familiar with several theories of development, and the characteristics and the quality of life in GCC countries will be investigated and compared to those of other countries. The focus would be on the causes, problems and challenges associated with the development of GCC countries, such as population structure and localization policies, the feasibility of GCC states integration and the impact of oil and non-oil production on development.

Pre-requisite: ECO 210

INT103 IT in Business 

The major role of information technology (IT) is to support organizational personnel, regardless of their functional area or level in the organization. The aim of this course is to provide students with a solid grounding in business uses of information technology in a rapidly changing environment and to provide a discussion of critical issues surrounding the use of IT in organizations. This course covers a range of general information technology topics that will make the student appreciate the role of IT in Business. Topics include information technology fundamentals; information technologies; computer networks; business applications; development processes; and ethical, societal, and security issues.

MKT 328 Public Relations

The course represents a survey of the fundamental principles, tools and practices of the public relations profession in addition to the issues involved in designing and evaluating public relations programs to solve specific internal and external communication problems. 

Pre-requisites: MKT 200 

MKT 413 Hospitality and Tourism

This course exposes students to the theoretical and practical world of hospitality and tourism marketing. Students who intend to learn more about hospitality and tourism marketing, not only in the UAE context but also globally, will greatly benefit from this course. Students will also learn how hospitality and tourism marketing can be better managed in the growing digital context. A few key topics that will be covered are how to understand today’s consumer behaviour, digital marketing, pricing, distribution channels, promotional strategies, customer service, marketing research and marketing ethics.

Pre-requisites: MKT 200 

MKT 423 Social Media

This course takes an in-depth look at social networks, social media platforms and online advertising to offer students an advantage in many positions involving marketing, consulting and brand management both on the buyer and seller side of social media. Students with an interest in entrepreneurship will also find the course useful as new businesses often rely on social media marketing.

From a marketing perspective, consumers now have louder voices than they used to, they are more socially connected than they ever have been, they expect more from brands, and information reaches them faster than ever before. In light of these fundamental changes, the overarching goal of this course is to help you get a clear perspective on what's really going on in marketing in the age of social/digital/mobile so that you can start to see where the true value - to consumers, to marketers, and to other corporate stakeholders.

Pre-requisites: MKT 200 

MKT 300 Consumer Behavior

The course introduces students to the study of consumer behavior. In so doing, the course borrows key concepts and theories from the behavioral sciences and examines their relevance and usefulness in understanding shopping behavior. Specifically, the course traces those forces that shape, constrain and color consumer’s buying decisions and their implications for mapping out marketing strategies.

Pre-requisite: -

MKT 310 Services Marketing

The course explores the area of service marketing and identifies the main characteristics that set product and service marketing apart. As such the course represents an extension of the marketing management process beyond its traditional role in the physical products area.

Pre-requisite: MKT 200

MKT 311 Advertising and Promotion 

The prime focus of this course is on the communication function of marketing which is known in the marketing literature as the promotional mix, i.e., advertising, public relations, sales promotion and personal selling. As such the course provides an understanding as to how these variables interact in an integrated field.

Pre-requisite: MKT 300

MKT 326 Product and Brand Management 

The product (and/or service) plays a central role in the activities of all organizations for it is the medium through which they seek to achieve their objectives and at the same time satisfy their customers. This course is designed to shed light on issues relevant to product and brand management processes. Specifically, the course focuses on two major problems: the development and introduction of new products/brands from the idea inception to commercialization, and the marketing of existing brands with emphasis on building, measuring and managing brand equity.

Pre-requisite: MKT 200

MKT 327 Retail Marketing

The course provides an overview of the field of retailing and endeavors to familiarize the student with the basic concepts and issues that are deemed pertinent in today’s world of retailing and retail marketing. These include, but are not limited to, the nature and structure of retail industry, the determinants of successful retail marketing strategies and the fundamental principles of sound retail management.

Pre-requisite: MKT 200

MKT 329 Marketing Research

This course offers a closer review and examination of research techniques applicable to problem-solving and decision-making in marketing and other management fields. The course exposes the students to the complete research process starting with problem formulation and definition of key concepts and analytical techniques, data collection, analysis, interpretation and presentation of findings. Students are required to develop a major marketing research project using appropriate field techniques.

Pre-requisites: MKT BUS 212, MKT 200, BUS 315

MKT 340 Personal Selling 

This course focuses on familiarizing students with the concepts, theory and practice of personal selling. Through emphasis on professional salesmanship, the course deals with interpersonal communication and understanding consumer motivation for buying as the foundation to effective selling.

Pre-requisite: MKT 200, BUS 311

MKT 424 Marketing Management

This is the capstone course in the marketing major. It is intended to help the students integrate the knowledge acquired in other marketing courses. As such, it is a managerial decision-making process aimed at matching organizational strengths with market opportunities. The course looks at the relationships between the customer, competition and the company. It explores ways for the company to differentiate itself from competition by providing superior value to the customer.

Pre-requisites: MKT 329, MKT 311

MKT 425 Graduation Project 

This course takes the form of a dissertation completed by graduating students in partial fulfillment of BSc in Management, Accounting, Marketing and Finance degree programs. Students choose an appropriate research project, justify it, work out the research methodology, and analyze, synthesize and evaluate information, then communicate significant knowledge and understanding. The proposed research should be related to the program. An academic advisor is assigned to advise the student at various stages of the research project. This course culminates in the preparation of a dissertation by each student. The course is an integral part of the curriculum, designed to train students to undertake scientific research and bridge the gap between theory and practice in management, accounting, marketing or finance.

Pre-requisite: 102 credit hours, BUS 214

MKT 426 Digital Marketing 

This course examines how interactive technologies impact industries, redefine organizational structure and culture, and influence supply and demand. The course addresses popular e-business models and their impact on consumer behavior. The majority of the course explores how organizations can leverage e-enabled strategies across the marketing mix to achieve competitive advantage. Also addressed will be the impact of these new business models on organizational culture, emerging opportunities that may shape the future of business and marketing, and ethical issues in e-marketing.

Pre-requisite: MKT 311 or MKT 423

MKT 312 Business-to-Business Marketing

The focus of this course is on studying and analyzing the unique aspects of marketing goods and services to organizational buyers rather than to ultimate consumers. Towards this end the course constitutes a description and analysis of the institutions and functions of business markets.

Pre-requisite: MKT 200

MKT 313 Selected Topics in Marketing

This course caters for specific issues, topics and recent developments in marketing thought and practice that are new or controversial in nature and that have not adequately covered or addressed in other marketing courses.

Pre-requisite: MKT 200

MKT 325 Marketing Channels 

Marketing channels provide the means through which the vast variety and range of products and services are made available globally for the diversified group of customers. The induction of new types of technologically sophisticated and information-rich marketing channels also brings new sorts of challenges for the marketing channel managers. This new multi-channel environment has broadened the task of channel strategy and management. This course discusses the range of channel options available to the channel manager to make products and services conveniently available to channel-surfing customers by effectively integrating the emerging and old-fashioned marketing channels to create a seamless customer experience, and thus to promote the targeted products by managing an optimal mix of these channels.  

Pre-requisite: MKT 200

MKT 412 International Marketing 

The interdependence among countries has forced business organizations to practice marketing beyond domestic boundaries. This course addresses this issue and endeavors to expose the students to international marketing and the application of marketing techniques and strategies in a global environment.

Pre-requisite: MKT 200