B.Sc. in Marketing


The mission of the marketing degree program is derived mainly from the philosophy and vision of AUST. 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.

Program Goals

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

Program Educational Objectives

The objectives of the program are to enable students to:

  • Understand the role and practice of marketing within an organization and develop an understanding of theoretical and applied aspects of marketing
  • Understand international and national marketing strategies
  • Understand core concepts and comprehend and apply distribution strategies
  • Understand core concepts, comprehend and be adept in service marketing
  •  Become proficient in integrated marketing communications and comprehend buyer-seller behavior within the context of the overall market environment
  • Use computer-based tools to identify and analyze marketing data and information to facilitate decision-making processes
  • Consolidate marketing information with the various marketing activities • Communicate effectively and perform in and lead teams to achieve organizational
    objectives effectively
  • Use marketing knowledge and information to develop the critical thinking and problem solving skills needed to function effectively in organizations
  • Carry out research

Career Opportunities

Graduates of the BSc in Marketing degree program are equipped for employment in marketing departments in the following sectors: government, multinational subsidiaries, national companies (especially those operating in distribution), manufacturing, advertising and marketing research. In addition, there are employment opportunities in the banking and hospitality sectors, the travel industry, insurance companies, advertising agencies, the media and other organizations that have marketing departments.

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 industria linternship (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

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..For more details please visit undergraduate admissions

Course Description

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

Pre-requisites: 400 395,400 408