Department of Marketing

According to statistics obtained from labor market research from around the world the field of marketing is expected to grow by more than 40 percent from 2010 to 2020. Employment growth will be managed by consistent use of data and market research across all industries in order to understand the needs and wants of customers and to measure the effectiveness of marketing and business strategies. The BSc Marketing degree program offered at AU provides education of international standard and caters to the needs of all the employment sectors locally, regionally and globally. The program provides students with a wide range of knowledge in the various functional areas of business, as well as prepares them with comprehensive knowledge of successful management of the marketing mix. This major not only produces capable individuals who can address the challenging issues of businesses and the dynamic market but it also equips students with the academic credentials required to pursue higher education in national and international universities.

The mission of the marketing department is to provide quality education i.e. providing an education process of having decided what are the major areas that the students should understand and be able to do and qualities they should develop to be efficient and effective in his/her job endeavors. Accordingly, both structure and curricula are designed to achieve those capabilities and qualities.

Program Goals 
  1. Provide students with basic understanding of business, with special focus on marketing and its role in business.

  2. Develop entrepreneurial skills in students, including environmental analytical skills and proper communication skills, that helps organizations in decisions making.

  3. Develop skills of ethical marketing and business reasoning, critical thinking and problem-solving in local, regional and international business environment.

  4. Enable students to conduct and interpret marketing research.

Program Learning Outcomes (PLOs)
  1. Demonstrate knowledge of conceptual and theoretical frameworks of marketing.

  2. Analyze environmental factors and their impact on marketing activities.

  1. Identify and analyze marketing opportunities and challenges facing an organization.

  1. Analyze an organization's marketing strategy and identify appropriate and inappropriate marketing alternatives.

  1. Exhibit an ability to collect, process, and analyze consumer data to make informed marketing decisions.

  2. Analyze cases related to marketing mix, consumer behavior, social media, international marketing, marketing strategy and marketing research and draw lessons for marketing managers in the Middle East.

  3. Demonstrate professional ability to collaborate and to communicate foundation concepts in personal, group and mass communication contexts.

  4. Write and present a marketing plan based on sound regulatory framework and business ethics.

Admission Requirements

The normal entry requirement is the UAE Secondary School Certificate, or an equivalent qualification, with a minimum average grade of 60 percent, & TOEFL certificate with a minimum score of 500.

Graduation Requirements

Students will be awarded the Bachelor of Science in Marketing degree upon fulfillment of the following requirements:

  • Successful completion of 126 credit hours, which normally takes eight semesters
  • 8 weeks of industrial internship (after the completion of 96 credit hours including seven marketing core courses), which is equivalent to three credit hours
  • A minimum Cumulative Grade Point Average of 2.0

1.     Business labs

2.     Statistics labs

3.     Internet labs

 
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: MGT 200

 
MKT 212 Service 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 411 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 200, STA 231

 
MKT 211 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 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 211

 
MKT 325 Marketing Channels  

The course follows an institutional approach to marketing by concentrating on the main institutions which are involved in making goods and services available for use and consumption. Given such a premise, the course sheds light on these institutions and dwells on their nature, types, history, functions and patterns of development.

Pre-requisite: MKT 200

 
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 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

 
MKT 424 Marketing Management

This is the capstone course in the marketing major. It is intended to help the students integrate the knowledge he 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 211, MKT 411

 
MKT 224 Computer Applications in Marketing

The course represents an attempt to explore the potential of certain computerized software and programs in summarizing, organizing, interpreting and analyzing marketing data, in addition to the use of a host of advanced statistical packages in predicting specific marketing phenomena.

Pre-requisite: COM 111, MKT 200

 
MKT 314 Electronic Marketing  

The course introduces students to the Internet and Internet marketing, in a sense enabling them to use the Internet to market goods and services worldwide. Towards this end students will learn how to create and publish web pages, develop Web marketing skills, promote and sell products over the World Wide Web.

Pre-requisite: MKT 200

 
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 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 223 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, MGT 311

 
MGT 402, ACC 422, MKT 425, FIN 424 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: Earning 102 Cr. Hrs., MGT 312

 
MGT 470 Supervised Training  

After the completion of 96 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 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 work places.

 

English arabic placement enrollment aid college ratio asterisk plus question minus glass music search envelope-o heart star star-o user film th-large th th-list check close search-plus search-minus power-off signal cog trash-o home file-o clock-o road download arrow-circle-o-down arrow-circle-o-up inbox play-circle-o repeat refresh list-alt lock flag headphones volume-off volume-down volume-up qrcode barcode tag tags book bookmark print camera font bold italic text-height text-width align-left align-center align-right align-justify list dedent indent video-camera image pencil map-marker adjust tint edit share-square-o check-square-o arrows step-backward fast-backward backward play pause stop forward fast-forward step-forward eject chevron-left chevron-right plus-circle minus-circle times-circle check-circle question-circle info-circle crosshairs times-circle-o check-circle-o ban arrow-left arrow-right arrow-up arrow-down mail-forward expand compress exclamation-circle gift leaf fire eye eye-slash exclamation-triangle plane calendar random comment magnet chevron-up chevron-down retweet shopping-cart folder folder-open arrows-v arrows-h bar-chart twitter-square facebook-square camera-retro key cogs comments thumbs-o-up thumbs-o-down star-half heart-o sign-out linkedin-square thumb-tack external-link sign-in trophy github-square upload lemon-o phone square-o bookmark-o phone-square twitter facebook github unlock credit-card feed hdd-o bullhorn bell-o certificate hand-o-right hand-o-left hand-o-up hand-o-down arrow-circle-left arrow-circle-right arrow-circle-up arrow-circle-down globe wrench tasks filter briefcase arrows-alt group chain cloud flask cut copy paperclip floppy-o square bars list-ul list-ol strikethrough underline table magic truck pinterest pinterest-square google-plus-square google-plus money caret-down caret-up caret-left caret-right columns sort sort-desc sort-asc envelope linkedin rotate-left gavel dashboard comment-o comments-o bolt sitemap umbrella clipboard lightbulb-o exchange cloud-download cloud-upload user-md stethoscope suitcase bell coffee cutlery file-text-o building-o hospital-o ambulance medkit fighter-jet beer h-square plus-square angle-double-left angle-double-right angle-double-up angle-double-down angle-left angle-right angle-up angle-down desktop laptop tablet mobile circle-o quote-left quote-right spinner circle mail-reply github-alt folder-o folder-open-o smile-o frown-o meh-o gamepad keyboard-o flag-o flag-checkered terminal code mail-reply-all star-half-empty location-arrow crop code-fork chain-broken info exclamation superscript subscript eraser puzzle-piece microphone microphone-slash shield calendar-o fire-extinguisher rocket maxcdn chevron-circle-left chevron-circle-right chevron-circle-up chevron-circle-down html5 css3 anchor unlock-alt bullseye ellipsis-h ellipsis-v rss-square play-circle ticket minus-square minus-square-o level-up level-down check-square pencil-square external-link-square share-square compass caret-square-o-down caret-square-o-up caret-square-o-right eur gbp dollar inr cny rouble krw bitcoin file file-text sort-alpha-asc sort-alpha-desc sort-amount-asc sort-amount-desc sort-numeric-asc sort-numeric-desc thumbs-up thumbs-down youtube-square youtube xing xing-square youtube-play dropbox stack-overflow instagram flickr adn bitbucket bitbucket-square tumblr tumblr-square long-arrow-down long-arrow-up long-arrow-left long-arrow-right apple windows android linux dribbble skype foursquare trello female male gittip sun-o moon-o archive bug vk weibo renren pagelines stack-exchange arrow-circle-o-right arrow-circle-o-left caret-square-o-left dot-circle-o wheelchair vimeo-square try plus-square-o space-shuttle slack envelope-square wordpress openid bank graduation-cap yahoo google reddit reddit-square stumbleupon-circle stumbleupon delicious digg pied-piper-pp pied-piper-alt drupal joomla language fax building child paw spoon cube cubes behance behance-square steam steam-square recycle automobile cab tree spotify deviantart soundcloud database file-pdf-o file-word-o file-excel-o file-powerpoint-o file-image-o file-archive-o file-audio-o file-movie-o file-code-o vine codepen jsfiddle life-bouy circle-o-notch ra empire git-square git hacker-news tencent-weibo qq wechat paper-plane paper-plane-o history circle-thin header paragraph sliders share-alt share-alt-square bomb futbol-o tty binoculars plug slideshare twitch yelp newspaper-o wifi calculator paypal google-wallet cc-visa cc-mastercard cc-discover cc-amex cc-paypal cc-stripe bell-slash bell-slash-o trash copyright at eyedropper paint-brush birthday-cake area-chart pie-chart line-chart lastfm lastfm-square toggle-off toggle-on bicycle bus ioxhost angellist cc ils meanpath buysellads connectdevelop dashcube forumbee leanpub sellsy shirtsinbulk simplybuilt skyatlas cart-plus cart-arrow-down diamond ship user-secret motorcycle street-view heartbeat venus mars mercury intersex transgender-alt venus-double mars-double venus-mars mars-stroke mars-stroke-v mars-stroke-h neuter genderless facebook-official pinterest-p whatsapp server user-plus user-times bed viacoin train subway medium y-combinator optin-monster opencart expeditedssl battery battery-3 battery-2 battery-1 battery-0 mouse-pointer i-cursor object-group object-ungroup sticky-note sticky-note-o cc-jcb cc-diners-club clone balance-scale hourglass-o hourglass-1 hourglass-2 hourglass-3 hourglass hand-grab-o hand-paper-o hand-scissors-o hand-lizard-o hand-spock-o hand-pointer-o hand-peace-o trademark registered creative-commons gg gg-circle tripadvisor odnoklassniki odnoklassniki-square get-pocket wikipedia-w safari chrome firefox opera internet-explorer television contao 500px amazon calendar-plus-o calendar-minus-o calendar-times-o calendar-check-o industry map-pin map-signs map-o map commenting commenting-o houzz vimeo black-tie fonticons reddit-alien edge credit-card-alt codiepie modx fort-awesome usb product-hunt mixcloud scribd pause-circle pause-circle-o stop-circle stop-circle-o shopping-bag shopping-basket hashtag bluetooth bluetooth-b percent gitlab wpbeginner wpforms envira universal-access wheelchair-alt question-circle-o blind audio-description volume-control-phone braille assistive-listening-systems american-sign-language-interpreting deaf glide glide-g sign-language low-vision viadeo viadeo-square snapchat snapchat-ghost snapchat-square pied-piper first-order yoast themeisle google-plus-circle fa handshake-o envelope-open envelope-open-o linode address-book address-book-o address-card address-card-o user-circle user-circle-o user-o id-badge drivers-license drivers-license-o quora free-code-camp telegram thermometer thermometer-3 thermometer-2 thermometer-1 thermometer-0 shower bath podcast window-maximize window-minimize window-restore times-rectangle times-rectangle-o bandcamp grav etsy imdb ravelry eercast microchip snowflake-o superpowers wpexplorer meetup icon-students icon-class-room icon-arab-world icon-globe-cap icon-world-map