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


General Department Information

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

Course Code Course-Title Credits Pre-Requisite 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,OPM 211
MKT 410 Integrated Marketing Communications 3 MKT 310
MKT 420 Marketing Strategy 3 MKT 330

Marketing Course Descriptions
MKT 201 Principles of Marketing (BCC)
It 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. Case studies, client presentations will be used.
Pre-requisites: ECO 102, MAT 111, ARB 112, ISL 112, and ENG 112. Co-requisites: None

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.
Pre-requisites: MKT 201 Co-requisites: None

MKT 310 Consumer Behavior (3 credits) (CCC)
It 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. Key consumer behavior concepts and processes are emphasized using case studies, client presentations, and projects.
Pre-requisites: MKT 201 Co-requisites: None

MKT 315 Services Marketing (3 credits) (BCC)
It is designed to help students understand the unique characteristics of services and the marketing decisions related to them. 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.
Pre-requisites: MKT 201 Co-requisites: None

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.
Pre-requisites: MKT 201 Co-requisites: None
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.
Pre-requisites: MKT 201, OPM 211 Co-requisites: None
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.
Pre-requisites: MKT 310 Co-requisites: None
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.
Pre-requisites: MKT 330 Co-requisites: None

Marketing Study Plan
  Fall (Year 1)  
Course Code Course - Title  CRHs Pre-Requisite

ARB 101

Arabic Language I 2 None

ISL 101,

Islamic Studies 2 None

ENG 101

Freshman English I 3 None

ECO 101

Micro Economics 3 None

OPM 101

Introduction to Computing 3 None

MAT 100

Pre-Calculus 3 None
  Total 16  
  Spring (Year 1)  
  Course - Title  CRHs Pre-Requisite

ARB 112

Arabic Language II 2 ARB 101

ISL 112

Islamic Studies 2 ISL 101

ENG 112

Freshman English II 3 ENG 101

ECO 102

Macroeconomics 3 ECO 101

MAT 111

Business Calculus  3 MAT 100

ACC 201

Introduction to Financial Accounting 3 ECO 101 & MAT 100 & OPM 101 & ARB 101 & ENG 101 & ISL 101
  Total 16  


  Fall (year 2)  
  Course - Title  CRHs Pre-Requisite

MGT 201

Business Communications 3 ENG 112 &  ISL 112 & ARB 112 & MAT 111 & OPM 101 & ECO 102

MGT 210

Business Ethics 3

OPM 211

Business Statistics 3

FIN 201

Principles of Finance  3

OPM 230

Management Information Systems 3
  Natural Science 3
  Total 18  
  Spring (Year 2)  
  Course - Title  CRHs Pre-Requisite

MKT 201

Principles of Marketing  3 ENG 112 &  ISL 112 & ARB 112 & MAT 111 & OPM 101 & ECO 102 & ACC 201

ACC 202

Introduction to Management Accounting 3

MGT 230

Organization Behavior 3
  Social Science 3
  Natural Science  3
  Total    15  

  Fall (Year 3)  
  Course - Title  CRHs Pre-Requisite

MGT 301

Business Law 3 MGT 230 & MGT 201

OPM 330

Quantitative Methods for Business 3 OPM 211 & ACC 202

MKT 301

E- Marketing 3 MKT 201

MKT 310

Consumer Behavior 3 MKT 201
  General Elective 3  
  Business elective 3  
  Total    18  
  Spring (year 3)  
  Course - Title  CRHs Pre-Requisite

OPM 340

Operation Management 3 OPM 330

MKT 315

Services Marketing 3 MKT 201

MKT 330

Marketing Research 3 MKT 201, OPM 211
  Social Science  3  
  General Elective 3  
  Business elective 3  
  Total    18  

  Fall (Year 4)  
  Course - Title  CRHs Pre-Requisite

MGT 490

Strategic Management 3 MGT 230 & MKT 330

MKT 410

Integrated Marketing Communications 3 MKT 310

MKT 420

Marketing Strategy 3 MKT 330

MGT 300

Executive Lecture 1 ACC 202
  Business Elective 3  
  Business Elective 3  
  Total    16  
  Spring (year 4)  
  Course - Title  CRHs  
MGT 499 Coop Training Internship 9  

Notes:

General Education Requirements

Business Core Courses

Concentration Core Courses

Business Elective Courses



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