Department of Marketing

According to statistics obtained from labor market research from around the world the field of marketing is expected to grow by more than 40 percent from 2010 to 2020. Employment growth will be managed by consistent use of data and market research across all industries in order to understand the needs and wants of customers and to measure the effectiveness of marketing and business strategies. The BSc Marketing degree program offered at AU provides education of international standard and caters to the needs of all the employment sectors locally, regionally and globally. The program provides students with a wide range of knowledge in the various functional areas of business, as well as prepares them with comprehensive knowledge of successful management of the marketing mix. This major not only produces capable individuals who can address the challenging issues of businesses and the dynamic market but it also equips students with the academic credentials required to pursue higher education in national and international universities.

The mission of the marketing department is to provide quality education i.e. providing an education process of having decided what are the major areas that the students should understand and be able to do and qualities they should develop to be efficient and effective in his/her job endeavors. Accordingly, both structure and curricula are designed to achieve those capabilities and qualities.

Program Goals 
  1. Provide students with basic understanding of business, with special focus on marketing and its role in business.

  2. Develop entrepreneurial skills in students, including environmental analytical skills and proper communication skills, that helps organizations in decisions making.

  3. Develop skills of ethical marketing and business reasoning, critical thinking and problem-solving in local, regional and international business environment.

  4. Enable students to conduct and interpret marketing research.

Program Learning Outcomes (PLOs)
  1. Demonstrate knowledge of conceptual and theoretical frameworks of marketing.

  2. Analyze environmental factors and their impact on marketing activities.

  1. Identify and analyze marketing opportunities and challenges facing an organization.

  1. Analyze an organization's marketing strategy and identify appropriate and inappropriate marketing alternatives.

  1. Exhibit an ability to collect, process, and analyze consumer data to make informed marketing decisions.

  2. Analyze cases related to marketing mix, consumer behavior, social media, international marketing, marketing strategy and marketing research and draw lessons for marketing managers in the Middle East.

  3. Demonstrate professional ability to collaborate and to communicate foundation concepts in personal, group and mass communication contexts.

  4. Write and present a marketing plan based on sound regulatory framework and business ethics.

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.

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 industrial internship (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

1.     Business labs

2.     Statistics labs

3.     Internet labs

MKT 200 Principles of Marketing  

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: MGT 200

MKT 212 Service Marketing

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: MKT 200

MKT 411 Marketing Research

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: MKT 200, STA 231

MKT 211 Consumer Behavior

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: MKT 200

MKT 311 Advertising and Promotion  

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: MKT 211

MKT 325 Marketing Channels  

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: MKT 200

MKT 312 Business-to-Business Marketing

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: MKT 200

MKT 412 International Marketing  

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: MKT 200

MKT 424 Marketing Management

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: MKT 211, MKT 411

MKT 224 Computer Applications in Marketing

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: COM 111, MKT 200

MKT 314 Electronic Marketing  

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: MKT 200

MKT 326 Product and Brand Management  

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: MKT 200

MKT 327 Retail Marketing  

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: MKT 200

MKT 313 Selected Topics in Marketing

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: MKT 200

MKT 223 Personal Selling  

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-requisite: MKT 200, MGT 311

MGT 402, ACC 422, MKT 425, FIN 424 Graduation Project  

This course takes the form of a dissertation completed by graduating students in partial fulfillment of BSc in Management, Accounting, Marketing and Finance degree programs. Students choose an appropriate research project, justify it, work out the research methodology, and analyze, synthesize and evaluate information, then communicate significant knowledge and understanding. The proposed research should be related to the program. An academic advisor is assigned to advise the student at various stages of the research project. This course culminates in the preparation of a dissertation by each student. The course is an integral part of the curriculum, designed to train students to undertake scientific research and bridge the gap between theory and practice in management, accounting, marketing or finance.

Pre-requisite: Earning 102 Cr. Hrs., MGT 312

MGT 470 Supervised Training  

After the completion of 96 credit hours, including seven major core courses. The aim of supervised training is to enable students to practice the learnt theories and concepts in a business organization. Students from any business discipline undergo a training period that is closely monitored by an instructor and the manager/supervisor of the organization to ensure that the student cultivates sound professional attitudes and ethics needed in work places.


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