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 degree program is derived mainly from the philosophy and vision of AU. Hence, the program’s mission is in line with the mission and objectives of the College of Business Administration. The focus of this mission is to impart high quality education that will develop the skills and knowledge of students in areas that will enable them to perform efficiently and effectively in their careers. Accordingly, both the structure of the course and the curricula are designed to achieve these ends.

The goals of the program are to enable students to:
  • Gain the knowledge and understanding of theoretical and applied aspects of marketing, as well as specialized areas, that will enable them to perform effectively in a variety of positions in the marketing profession
  • Analyze and communicate marketing knowledge using information technology to facilitate decision-making processes
  • Develop the communication, teamwork, critical thinking and problem-solving skills required in marketing activities in organizations
  • Conduct research in marketing and related areas
Learning outcomes:


Upon successful completion of B.Sc in Marketing, graduates will be able to :

  • Acquire in in-depth understanding of business foundations and business environment, theoretical as well as conceptual.
  • Acquire an in-depth understanding of the principle concept of Marketing.
  • Identify the critical change in organizational approach towards consumer and marketing as just a function or a philosophy upon which the entire organization should based.
  • Analyze the macro and micro environmental issues related to marketing through research and use
  • Make ethical and professional judgment in business and marketing particularly


  • Demonstrate in significant depth, knowledge and understanding of theoretical and conceptual framework of business foundation.
  • Demonstrate knowledge and skills in identifying customer needs through market research, developing new products and services based on marketing strategy formulation, and promoting and distributing products and services with relevance in domestic and international settings.
  • Demonstrate professional ability to collaborate and to communicate foundation concepts in personal, group and mass communication contexts.
Competence (Autonomy and Responsibility)
  • Show ability to construct solution and decision making involving 4 P’s of marketing.
  • Illustrate adherence to social marketing concepts in designing and developing marketing solutions in and individual capacity and in group as well.

Role in Context

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

Self – development

  • Engage in learning activities that has direct impact on knowledge and skills which improves analytical skills and ability to face criticism and challenges in the field of marketing.
  • Improves listening skills and need analysis through observation.

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


Department of Marketing

Name Ext Email Designation
Muhammad Qutubuddin Siddiqui 6511 Head of department
  • (i) 400 395 Principles of Marketing (3,0,0,3)

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: 400 291 
  • (ii) 400 523 Public Relations (3,0,0,3)

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-requisite: 400 408 / Pre-requisite: 400 292
  • (iii) 430 707 Service Marketing (3,0,0,3)

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: 400 395
  • (iv) 430 501 Marketing Research (3,0,0,3)

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: 102 211, 103 130
  • (v) 430 602 Consumer Behavior (3,0,0,3)

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: 400 395
  • (vi) 430 603 Advertising and Promotion (3,0,0,3)

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: 430 602
  • (vii) 430 604 Marketing Channels (3,0,0,3)

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: 400 395
  • (viii) 430 706 Business-to-Business Marketing (3,0,0,3)

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: 400 395 
  • (ix) 430 808 International Marketing (3,0,0,3)

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: 400 395
  • (x) 430 809 Marketing Management (3,0,0,3)

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: 430 602,430 501
  • (xi) 430 810 Computer Applications in Marketing (2,2,0,3)

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: 430 809
  • (xii) 430 612 Electronic Marketing (3,0,0,3)

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: 400 395
  • (xiii) 430 613 Product and Brand Management (3,0,0,3)

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: 400 395
  • (xiv) 430 714 Retail Marketing (3,0,0,3)

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: 400 395
  • (xv) 430 715 Selected Topics in Marketing (3,0,0,3)

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: 400 395
  • (xvi) 430 606 Personal Selling (3,0,0,3)

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.


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