MBA in Marketing


Distinguishing Features

The AUST MBA program seeks to satisfy the quality assurance standards set by world-class business programs accreditation organizations such as AACSB and the Association of MBAs.

Program Objectives

  •  To train students in the theoretical and applied aspects of the core business functions such as accounting, marketing, finance, information systems and operations management.
  •  To train students thoroughly in one of the subject area specializations such as Marketing, Financial Management , and Human Resource Management.
  •  To ensure, with the help of course offering and case studies, that the students communicate effectively, and provide leadership ability, and team-building skills.
  • To train students to manage ethical issues and multicultural diversity.
  • To equip students with the techniques and strategic tools to recognize, comprehend and analyze the various dimensions of business environment.
  •  To promote scholarly research for finding solutions for real-life business problems for the benefit of the academia, business organizations, community and the nation.

Learning Resources

Students have access to all the learning resources offered by AUST – library, computer labs, Internet and web platforms, online international business game competitions with students of other eminent institutions, databases for academic journals, and resources of collaborating institutions.

The MBA courses ensure an optimum classroom learning environment to achieve the program’s objectives. Knowledge, comprehension, application, analysis, synthesis and evaluation are emphasized in the design and delivery of courses. The system of instruction employed in the MBA program provides a new learning approach that is student-centered and involves discussions, participation, and shared responsibility for learning, co-operation, case analysis, examinations and expert role responsibilities.

The use of technology, simulation and the synthesis of expert knowledge applicable to business organizations in the new economic environment will be the key focus points designed to enhance and ensure the program’s academic quality.

Attendance Policy

Students are expected to attend and fully participate in all classes. A minimum of 75 percent attendance will be required in each course registered. 

Academic Standing for Graduate Students

If the student’s GPA is less than 3.0 after the second semester, he/she will be placed on probation. If the student does not raise his/her CGPA to 3.0 in the following semester, he/she will be placed on a second probation. If the student fails to raise his/her GPA to 3.0 in the following semester, the student will be dismissed from the program.

The Graduate program coordinator may advise an academically warned student to repeat one or more courses to increase his/her chances to raise his/her CGPA to 3.0.

Time Allowed to Complete the MBA Program

The study time for the MBA program is normally two years or four semesters. However, the maximum time allowed to complete the program is 4 years or 8 regular semesters

Study Load for Graduate Students

The study load for a full-time MBA student may rise up to four courses (12 credit hours) per semester depending on his / her CGPA. 

Graduation Requirements

A student will be awarded the degree of Master of Business Administration upon meeting the following requirements:

  • Completion of the required MBA courses :  12 courses of 3 credit hours each
  • Achievement of a CGPA of not less than 3.0

Admission Requirements

In accordance with the University requirements for graduate degrees, a candidate to be admitted into the MBA program must fulfill the following requirements:

  •  Hold a Bachelor's degree in Business Administration or a related field from a UAE-recognized university with a minimum cumulative GPA of 3.0/4.0.
  • Students enrolled into the MBA program without prior course work in the business areas are required to complete the following five foundation courses to be admitted to the program.

Foundation Courses:

  • 410808 Organizational Theory & Design
  • 102211 Statistics for Business
  • 400393 Microeconomics
  • 400292 Principles of Accounting I
  • 400396 Fundamentals of Finance
  • Students with a GPA below 3 may be admitted conditionally.
  • A minimum score of 550 on paper based TOEFL or 6 on IELTS (or its equivalent).
  • An Interview with the MBA Admission Committee.

Transfer Students from Accredited Institutions

Graduate students from accredited institutions of higher education may apply for admission in an AUST MBA program.

Documents Required for Admission to a Graduate Program

  • Completed Application Form
  • UAE Secondary School Certificate, or its equivalent
  • Certified copy of the Bachelors degree certificate or its equivalent,
  • Certified copy of the Grade Transcript
  • Certificate of proficiency in English Language,
  • Photocopy of valid Passport
  • A copy of UAE ID Card for UAE residents
  • Health Certificate, issued by a University doctor
  • Certificate of good conduct, issued by an official body
  • Six  recent passport-size photographs
  • 2 Reference Letters
  • A written commitment signed by the applicant that he/she will observe university rules and regulations

Admission Validity

Admission to the MBA program is valid for at most two semesters. If an admitted student does not join the program within this period, the admission offer will be cancelled. 


Core Courses (21 Credits)

Course No.

         Course Name

Credit Hours


 Operations Management



  Business Research Methods



  International Business



  Financial Accounting



 Corporate Finance



 Marketing Management



 Human Resource Management



Track Options (12 Credits)

Financial Management

Course No.

    Course Name

Credit Hours



  Service Marketing  




  International Marketing 




  Marketing Strategy (Capstone Course) 


  All Marketing    track courses 


 Retail Management  




 Promotion Management  




 Capstone Course (3 credit hours)

471007 Strategic Management . Prerequisites: All core courses.


Course Description

Course Code and No.: MBA 471004
Pre-requisite Courses: None

Course Description:

The objective of the course is to expose students to the theoretical and practical techniques used to tackle production and operations management issues in any organisation. All organisations - be they private, public or NGOs - are involved in producing a product or service that has to be ‘sold’ or consumed by some customer. Operations Management is concerned with efficient and effective transformation of inputs – raw materials, personnel, machines, technology, capital, information, and other resources – into marketable and competitive outputs. The course will introduce students to the main principles, standards and methodologies of Operations Management. It will explore past and present topics in operations management that have had a significant impact in the management of manufacturing and service operations.


Course Code and No.: MBA 471005
Pre-requisite Courses: - None

Course Description:

Business Research Methods 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 the students with essential research techniques they would use in advanced specialized courses such as Marketing Research, Feasibility Studies and Project Planning, and Research Project reports.

The course will cover a range of topics, including in particular, research design, sampling theory, data collection tools, questionnaire development, and program evaluation methodology. The course will also cover statistical data analysis procedures using SPSS software involving both exploratory and hypotheses testing techniques. Students will be provided with statistical software SPSS (latest edition) to enable them to carry out statistical analyses. .

Course Code and No.: MBA 471006
Pre-requisite Courses: None

Course Description:

The course focuses on the problems and opportunities of business in a global context. It examines economic, institutional, cultural, and legal issues faced by companies involved in international business. It further analyzes their effect on business decisions including: product design, production and marketing, human resources strategy, investment analysis, financial strategy and risk management.

The aim of the course is to give students an advanced and practical understanding of why, when and how companies develop their international activities. This course is conceived as a continuation of the reflections from different fields of study, including strategy, international economics (i.e., trade theory, trade policy, etc), international finance, human resource management, operations management, and other related areas. The course content is positioned at the intersection of these studies. The course will use a number of analytical tools and concepts, and provide many real-world examples through various case studies.


Course Code and No.: MBA 472002
Pre-requisite Courses: None.

Course Description:

Financial accounting is an essential tool that provides all users with the useful information for their relevant decisions. Financial reporting and analysis is one of the main requirements that protects the owners' rights and enhances managers' ability to make the correct decisions. It describes the conceptual framework of accounting, and financial statements, analysis and uses of financial reports.


Course Code and No.: MBA 472003
Pre-requisite Courses: None

Course Description:

Corporate Finance course covers an overview of corporate financial management, the use of financial statements for financial analysis & planning, an introduction to long-term financial planning, the valuation of future cash flows under the concept of time value of money, and the valuation of bonds and stocks. The coverage also includes capital budgeting and the risk-return relationship.

This course focuses on fundamental concepts of corporate finance with both a theoretical and practical exposure, within the UAE context wherever appropriate. This exposure prepares students for the later treatment of more specialized theories and applications in the field of corporate finance and financial markets, all with a focus on the fundamental objective of conventional financial management which is the maximization of shareholder’s wealth.


Course Code and No.: MBA 473001
Pre-requisite Courses: None

Course Description:

The main objective of the course is to expose the students to the concepts and techniques of marketing management. Students will also be exposed to the scope of contemporary marketing including manufacturing, institutional, reseller and government markets. The course will provide opportunities for the students to explore how business firms strategically respond to the opportunities in the marketing arena. It also aims to improve decision-making skills and stimulate strategic thinking through the use of case studies. The course would also involve fieldwork in the UAE and the analysis of marketing strategies in use by the organizations operating in the country.


Course Code and No.: MBA 474001
Pre-requisite Course/s: None

Course Description

The main objective of this course is to expose students to the theory and practice of human resources management issues in contemporary organizations, with an emphasis on the strategic aspects. The course will deal with different approaches to human resource management, particularly in the UAE/GCC context. Many organizations are now beginning to realize and appreciate the importance of having an effective system of acquiring, mobilizing and managing the organization’s human assets. A number of recent developments – including rapid technological change, increased competition associated with globalization, demographic changes in the labor force, tighter labor markets, and introduction of new organizational systems – have raised the strategic role human resources play in international competitiveness. Good HRM policies and practices may be one of the remaining factors of production that provide sustainable competitive advantage, as they are difficult to imitate or replicate.

Course Code and No.: MBA 473003
Pre-requisite Courses: MBA 473001

Course Description:

The course covers the important areas in international marketing, the world economy, foreign economies, cultural, political and legal environments. An international marketing strategy will be explained through international marketing intelligence, international product and pricing, together with foreign market entry, global logistics, international promotion and international marketing of services.

Course Code : MBA 473004
Pre-requisite Courses: All Marketing Track Courses

Course Description:

The course covers theories and applications in marketing strategy. This endeavors to explain marketing strategy formulation. The formulation includes company, competition, customer, environment, strengths and weaknesses, objectives and goals, strategy development, and strategy implementation. The course emphasis is on the importance of emerging technologies in formulating marketing strategy.

Course Code and No.: MBA 473006
Pre-requisite Courses: MBA 473001

Course Description:

The course covers the integrated tools of promotion strategy including advertising, personal selling, sales promotion, direct marketing, e-marketing, and public relations, to build a powerful communications strategy. Including all aspects of the promotional mix and marketing communications, it integrates a practical approach with contemporary theories. This will cover the latest technological approaches of promotion such as social media and interactive marketing. More emphasis will be placed on building brand image.

Course Code and No.: MBA 473005
Pre-requisite Courses: MBA 473001

Course Description:

The course covers the important areas in retailing, retailing management and retail marketing. It focuses on information gathering methods, four step approach to location planning, managing the retail business, merchandise management and communication strategies needed for retailers. There is a special emphasis on the retail image, atmosphere and promotion.

Course Code and No.: MBA 473002
Pre-requisite Courses: MBA 473001

Course Description:

The objective of this course is to familiarize students with the managerial issues, theories and techniques involved in the marketing of services. While extending many of the basic marketing concepts and techniques to the services arena, the course will also introduce new concepts and strategies unique to services marketing. It will focus on the heterogeneity that exists between and within the service areas, including financial services, professional services, leisure services, travel and tourism, education, healthcare services, fund raising, public sector services and politics.
The participants in the course will be encouraged to focus on strategic issues in services marketing in their assignments.


Course Code and No.: MBA 471007
Pre-requisite Courses: All core courses

Course Description:

Strategic management course covers strategy analysis, formulation, implementation, management and evaluation. Strategic Management will also provide a broad overview of both strategic management theories and concepts, and their application within a dynamic competitive environment that surround today’s organizations. Students develop critical thinking/reasoning skills through various case studies and class discussions.
This advanced course focuses on all aspects of strategic management process, including the analysis of the external competitive environment, examining the industry structure, value chain dynamics, and assessing how a firm can select the best position within its environment. This course will also give students a thorough understanding of the complexities of strategic formulation and evaluation processes, with special attention to capabilities and competencies of firms.