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.
Upon successful completion of B.Sc in Marketing, graduates will be able to :
Role in Context
Self – development
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.
Students will be awarded the Bachelor of Science in Marketing degree upon fulfillment of the following requirements:
1. Business labs
2. Statistics labs
3. Internet labs
|Muhammad Qutubuddin Siddiquifirstname.lastname@example.org||Head of department|
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.