DEPARTMENT OF MARKETING

Dr. Saad Alhoqail, Chair.
Degree Offered: Bachelor of Business Administration (BBA) with Concentration in Marketing

General Department Information

Marketing is much more than advertising or sales promotion, it is about building mutually beneficial relationships between organizations and customers through exploring, creating, and delivering value to satisfy the needs of a target market. The study of marketing includes many areas such as marketing communications, brand management, market research, consumer behavior, business markets, customer relationship management, pricing, distribution and e-marketing.

The marketing concentration provides students with an analytical and comprehensive understanding of marketing. Students will be able to generate, analyze, interpret, and present marketing information that firms and other organizations need to satisfy and keep customers through the development of innovative products and services, which build brand equity and provide excellent return on investment. Graduating students will be able to use a wide range of practical and up-to-date marketing tools and techniques. They will be able to utilize information, and knowledge to support innovation in a wide range of organizations including business, non-profit organizations, and government entities.

Concentration Core Courses (18 hours)

Marketing concentration must complete all the courses below. For double concentration, see general notes above.

C. Concentration Core Courses (18 hours)

Course Code

Course-Title

Credits

Prerequisite
Course Code

MKT 301

E-Marketing

3

MKT 201

MKT 310

Consumer Behaviour

3

MKT 201

MKT 315

Services marketing

3

MKT 201

MKT 330

Marketing Research

3

MKT 201

MKT 410

Integrated Marketing Communications

3

MKT 201

MKT 420

Marketing Strategy

3

MKT 301











Marketing Course Descriptions

MKT 201: Principles of marketing (3 credits) (BEC)

The principles of marketing course presents a broad overview of the main marketing concepts and activities while also providing in-depth knowledge of key marketing issues such as segmentation, targeting, positioning, marketing environment, marketing information system, branding, customer relationship management, and the elements of the marketing mix. A key emphasis of the course is the importance of recognizing that customers are the fundamental asset of organizations. Key marketing concepts and processes are emphasized using lectures, case studies, client presentations, development of individual/team marketing plans.
Prerequisite: ECO 102

MKT 301 E-Marketing (3 credits) (CCC)

The E-marketing course provides a framework for understanding how the Internet and related technologies affect marketing. The course covers basic aspects of the technological part of Internet marketing (e.g. Internet development and applications). But the main focus will be on the business part. More specifically, the courses addresses marketing mix over the Internet, online consumer behavior, online market research, mobile marketing, E-CRM, Legal/ethical issues, and social media revolution.
Prerequisite: MKT 201

MKT 310 Consumer Behavior (3 credits) (CCC)

The Consumer behavior course covers major influences on the buying process, including affect, cognition, situational and cultural factors. Specific topics include attitudes, learning, intentions, product knowledge, involvement, attention, comprehension, social class, consumer decision-making and behavioral change strategies among others. The marketing implications of understanding the consumer are emphasized. In addition to the class lectures, key consumer behavior concepts and processes are emphasized using case studies, client presentations, class project in which team of students conduct a profound analysis of a physical/offline stores from the consumer behavior perspective.
Prerequisite: MKT 201

MKT 315: Services marketing (3 credits) (CCC)

The course is designed to help students understand the unique characteristics of services and the marketing decisions related to these characteristics. The main objective of this course is to provide an in-depth understanding of marketing services with cases featuring a wide array of industries and organizations. Students will also be introduced to customer service oriented mindset. A range of assessment tools are used to facilitate learning in this course.
Prerequisite: MKT 201

MKT 320 International marketing (3 credits) (BEC)

The course provides a comprehensive understanding of the issues and challenges inherent in the formulation and implementation of international marketing strategies. Key emphasis is placed on environmental forces affecting international marketing decisions, the selection of international target markets and the design of international marketing plans.
Prerequisite: MKT 201

MKT 330 Marketing Research (3 credits) (CCC)

The course covers current techniques and tools necessary for conducting marketing research. Exposition of these techniques will be offered along two dimensions: theoretical and practical. Marketing research emphasize topics such as problem definition, research design, secondary and primary data, questionnaire design, sampling and measurement.
Prerequisite: MKT 201

MKT 410: Integrated Marketing Communications (3 credits) (CCC)

The course presents a comprehensive approach to creating and implementing advertising and sales promotions activities. Issues related to event sponsorships, direct marketing, public relations, and business/store image will also be covered. Relevant social, cultural, and ethical issues are emphasized. A range of assessment tools are used to facilitate learning.
Prerequisite: MKT 310

MKT 420 Marketing Strategy (3 credits) (CCC)

The course covers the design and implementation of marketing strategies through linking marketing concepts and theories to real life cases. It aims at understanding of the entire marketing mix in light of the strategy of the firm. Main emphasis is placed on problem and opportunity recognition, decision making, segmentation, targeting, positioning, branding, competitive dynamics and administering marketing programs.
Prerequisite: MKT 301






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