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 (Freshman) Spring (Freshman)
Code Course Prerequisites Code Course Prerequisites

ARB 101

Arabic Language I (2 Credits)

 

ARB 112  

Arabic Language II (2 Credits)

ARB 101

ISL 101  

Islamic Studies I  (2 Credits)

 

ISL 112    

Islamic Studies II (2 Credits)

ISL 101

ENG 101

Freshman English I

 

ENG 112

Freshman English II

ENG 101

ECO 101

Microeconomics

 

ECO 102

Macroeconomics

ECO 101,

OPM 101

Introduction to Computing

 

MAT 111 

Business Calculus

MAT 100

MAT 100

Pre-Calculus

   

Social Science

 
    16 Credits     16 Credits

FALL (Sophomore) Spring (Sophomore)
Code Course Prerequisites Code Course Prerequisites

MGT 201

Business Communications

 

FIN 201   

Principles of Finance

ACC 201 

 ARB112

MGT 210

Business Ethics

ARB 112,ISL 112

MKT 201     

Principles of Marketing

ECO102

ISL 112

OPM 211

Business Statistics

ENG 112,ECO 102

ACC 202 

Introduction to Management Accounting

ACC201

ENG 112

ACC 201

Introduction to Financial Accounting

MAT 111,OPM 101

MGT 230

Organization Behavior

MGT210

MAT111

OPM 230

Management Information Systems

   

Social Science

 

OPM101

 

Natural Science

   

Natural Science

   
    18 Credits       18 Credits


FALL ( Junior) Spring (Junior)
Code Course Prerequisites Code Course Prerequisites

MGT 301

Business Law

MGT 230

OPM 340  

Operations Management

OPM 330

OPM 330

Quantitative Methods for Business

OPM 211

MKT 315 

Services Marketing

MKT 201

MKT 301

E-Marketing

MKT 201

MKT 330

Marketing Research

MKT 201,OPM 211

MKT 310

Consumer Behavior

MKT 201

General Elective

 

General Elective

   

Business Elective

 

Business Elective

     
    18 Credits     15 Credits

(Senior) (Senior)

Code Course Prerequisites

MGT 490  

Strategic Management(Capstone)

MGT 230, ACC 302

MGT 499 COOP Training Internship (See Internship Manual for Terms & Conditions)

MKT 410 

Integrated Marketing Communications

MKT 201

MKT 420  

Marketing Strategy

MKT 330

 

Business Elective

 
 

Business Elective

 
  9 Credits     15 Credits

Notes:

1. All courses are 3 credits unless stated otherwise.

2.All students are required to take the one-credit course ‘MGT 300 Executive Lecture Series’ between semesters 6 and 8.

3.Prerequisites must be strictly maintained;

4.Courses Highlighted in Blue are mandatory for all business students

5. Courses Highlighted in yellow are mandatory courses for the major/concentration.

6. Courses Highlighted in Green are prerequisite for the sophomore year.



Department & Programs

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Accounting

Accounting is one of the most rewarding careers in business and the one that offers the most opportunities with the lowest risk. The American Institute of Certified Public Accountants (AICPA) describes accounting as "The One Degree with 360 Degrees of Possibilities.

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Finance

The future is bright for finance graduates in Saudi Arabia. The Kingdom of Saudi Arabia has developed many ambitious plans toward achieving its 2030 Vision. Saudi Arabia is transforming the whole nation’s economy from oil dependent economy into more diversified economy.

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Human Resource Management

One of the major challenges facing the Kingdom of Saudi Arabia is the shortage of Saudi Human Resources (HR) managers, experts, and professionals. In addition, organizations, around the world, are increasingly realizing the importance of having quality work-force as their most critical source of competitive advantage.

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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..

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Operations & Project Management

With increasingly competitive businesses environments, corporations are relying on operations and project managers to achieve strategic goals through effective management of innovative solutions.

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Master of Business Administration (MBA)

With the MBA degree, Alfaisal University offers several concentrations designed to meet specific needs of the KSA business community. All of our MBA programs require the same eight core courses plus a minimum of six elective courses.

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Executive Education

The Centre for Executive Education at Alfaisal University College of Business's mission is to serve the community and attend to the professional development needs of individuals and organizations in order to build leadership qualities in the workplace.

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