Marketing

In order to graduate, the student must complete the program successfully with a GPA of 2.25 or above, and must earn a total of 129 credit hours. Students with a BBA in Marketing will be able to:

• Apply marketing management skills in offline as well as online environments.
• Develop marketing strategies to meet the needs of the UAE organizational environment.
• Improve the effectiveness of the marketing function in organizations, using marketing research and information.
• Design effective segmentation and positioning strategies, using the marketing mix.
• Demonstrate ability to formulate and assess international marketing strategies.

In the first two years of the Bachelor of Business Administration (BBA) degree program, students follow a prescribed sequence of courses. This sequence focuses on GUCR and supporting business requirements, providing students with a broad-based and well-rounded knowledge through acquiring communication skills, problem-solving and IT skills, as well as an understanding of general business concepts. This solid background enables students to complete the specialization requirements in one of their areas of interest during the third and fourth year of the BBA program. The program is further supported by electives chosen from a selection of different courses, to broaden students’ knowledge and enhance their specialized skills.

BMRK 301 Marketing Management

This course focuses on managing the marketing activities in a dynamic and competitive environment. It introduces the students to a simulation program, which gives a real life scenario of the strategies for achieving a competitive advantage. The course also focuses on developing a marketing plan for a product considering the target market, segmentation and the four Ps (product, place, price, and promotion) of marketing. The students are also required to develop and present a marketing plan.

BMRK 303 Marketing Channels

The course focuses on the management and managerial framework of marketing channels. It provides insights into the theory, research and practice of channel decisions. Recent changes in the global, socio-cultural and technological areas are covered in the course. The course also covers implementation strategies of the channel design. Students are required to analyze and present a real company’s marketing channel structure and provide suggestions for improvements.

BMRK 309 Services Marketing

The purpose of this course is to develop advanced knowledge of Services Marketing and their applications in different service industries. The course introduces service sectors, service strategy, service delivery process, pricing of services, managing service employees and customers, customer satisfaction, service quality and customer retention.

BMRK 321 Consumer Behavior

The purpose of this course is to enable students to develop understanding of customer dynamics, in which consumer behavior influences marketing decisions. The course addresses topics such as perception, comprehension, learning and memory, attitude, personality and lifestyle, consumer decision making, cultures and sub-culture.

BMRK 412 Marketing Research

The purpose of this course is to enable students to understand marketing research process considering a real life project. The students are required to formulate research issue, research objectives, and research questions. Qualitative and quantitative research methods are considered. The data are collected and analyzed through SPSS. A research report is developed and presented at the end of the course.

BMRK 418 International Marketing Strategies

This course first introduces students to international marketing environments. Following that it explains different tactics for development and implementation of international marketing strategies. The main purpose of this course is to examine the marketing systems and marketing operations in various countries. Appropriate marketing strategies for developing global markets including the cultural, political and economic infrastructure of foreign markets are discussed. This course provides the students hands on experience to global marketing through a simulation program.

BMRK 424 Sales Management

This course focuses on applying different sales strategies for various target markets whether individuals or corporate businesses. It addresses topics such as the sales functions, ethics in sales, verbal and non-verbal communication, prospective techniques, presentation methods, objection handling techniques, closing techniques, and feedback approaches.

BMRK 426 Advertising and Promotion Management

This course first introduces students to Integrated Marketing Communications (IMC) and its roles. Following that it analyzes the role of advertising agencies, and introduces the communication process. Budgeting and program development are integral part of this course. Application and evaluation of creative strategies, media planning strategies, and direct marketing methods enhance the students’ knowledge and prepare them for careers in advertising.