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Bachelors of Marketing

(Digital Marketing Track)


​​Message from the Program Directo​​

The Bachelor of Marketing Program at Dar Al-Hekma University is designed to provide students with a full set of fundamental skills and workplace competencies essential for success. Both theory and practice are combined through a series of foundation and concentration courses. The program keeps its students abreast with industry trends and ensures their engagement through projects with leading companies as well as their professional field experience. The program also offers a track in digital marketing, taught by experts with demonstrated effectiveness in the field, bringing for​ ​their diverse expertise to equip students with the essential knowledge, skills, and strategies that enable them to thrive in the workplace.
​The Department also offers a ​bachelor's degree in marketing

​​​​Digital Marketing Track Overview

This track in digital marketing, which is verified by the Digital Marketing Institute, is an advantage that the marketing program is happy to offer to students. Graduates will be digitally equipped to succeed in today's e-business environment while capitalizing on their major in marketing. As the world is going digital, this track aligns with the latest advancements in both business and technology. Through their track courses, students will be able to analyze data and make viable marketing decisions related to the cases being studied. Furthermore, they will be exposed to real situations from local companies in the market through course projects. Once completed, they will be eligible to receive the Certified Digital Marketing Associate (CDMA).​

​The Department also offers a ​bachelor's degree in marketing
For those interested in scholarships, Dar Al-Hekma University is pleased to offer a variety of different scholarships and educational loans.

Program Mission

Graduating marketeers equipped with the knowledge, skills, and values required in the marketing field within an academic environment that encourages scientific research and community engagement.​

Program Goals

  • Enable students to apply their knowledge of Marketing theories and concepts to a range of scenarios.
  • Equip students with critical thinking, decision making,​ and problem-solving skills to be used in the Marketing field.​
  • Develop students' professional skills that would enable them to meet job market needs.
  • Familiarize students with the ethical, social, cultural, and legal issues related to the Marketing profession.

Why ​​Choose the Marketing Program​ at Dar Al-Hekma University?

  • ​Learn from a diverse faculty who offer students  holistic and in-depth learning experiences.
  • Develop creative, problem-solving, and decision-making skills in the marketing field.
  • Closely explore the marketing arena  through community projects and field trips.
  • Participate in practical projects in collaboration with local and international businesses.
  • Cultivate the classroom experience with professional certifications.
  • Benefit from a comprehensive internship program that ensures a better understanding of local and international business environments. 

​Graduate Attributes

  • Knowledgeable of the broad conceptual and theoretical aspects of their fields
  • Informed of the trends and dynamics of their relevant industries
  • Capable of making effective decisions
  • Persuasive oral and written communicator
  • Effective problem solver in different professional situations
  • Committed to ethical practices and social responsibility
  • Independent and collaborative team player
  • Emotionally intelligent and self-aware
  • ​Lifelong learner
  • Researcher and investigator
  • Tech-savvy

​​​​​Admission Requirements

​​​​​ Programs​​
​​Linguaskill ​Score​​
Required ​Certificate Percentage​​
Qudurat Test Score​​​
​Othe Admission Requirement
Bachelor of ​Marketing
(Digital ​Marketing Track)
​162 or above
For further details about admissions,​ click here​.

​​​​ Learning Outcomes

Upon successful completion of this program, graduates will be able to: ​


  • Explain concepts, principles, and practices related to Business. 
  • Identify the impact of marketing in business and society within the national and international environments.


  • Analyze challenges and complexities related to business in order to manage and make decisions in the national and global business environment.
  • Use techniques and methods of inquiry to collect, manage, and interpret data that would support strategic decisions.
  • Demonstrate effective written and oral communication skills.
  • Apply the concepts of consumer behavior, branding, marketing communications, marketing research, digital marketing, and marketing strategy to formulate, implement, and evaluate competitive marketing strategies and plans. ​


  • Demonstrate an understanding of community engagement and professional, ethical, and legal responsibilities. ​
  • Work collaboratively as a team member or a leader in activities related to the program discipline.​

Plan of Study

​Year One
Semester – Fall Semester – Spring

Course Code

Course Title

Credit Hours

Course Code

Course Title

Credit Hours

BBUS 1301Introduction to
3BACC 1301Principles of Finance
MATH 1301College Algebra3BMGT 1301Principles of
BMKT 1301Principles of
Marketing Management
3BECO 1201Principles of
COMM 1301Communication skills I3MATH 1303Calculus3
ICTC 1301Information and Communication
3BBIS 1310
Information Systems Foundations ​
ARAB xxxxArabic Studies3ISLS xxxxIslamic Studies3
Total Credit Hours 18 Total Credit Hours 17
Year Two
Semester – Fall Semester – Spring

Course Code

Course Title

Credit Hours

Course Code

Course Title

Credit Hours

BACC 2301Principles of Managerial
3BBUS 2302Quantitative Analysis
for Management
BECO 2301Principles of
3BFIN 2302Financial Management3
BMGT 2302Human Resources
3MKTG 2301Advanced Marketing2
BSTA 2301Statistics for
3BMGT 2301Principals of Organizational
ARTS xxxxArts and Design2LOGC 1201Introduction to Artificial Intelligence ​
COMM 1302Communication Skills II3XXXX xxxxRequired General Ed Electives
Total Credit Hours 17 Total Credit Hours 16
Year Three
Semester – Fall Semester – Spring

Course Code

Course Title

Credit Hours

Course Code

Course Title

Credit Hours

BMGT 3301International Business
3BMGT 3304Strategic Management3
BMGT 3201Legal Environmental
of Business
3DMKT 3302​
Social Media Marketing Campaigns3
BBUS 3302Research Methodology3DMKT 3303​
Big Data for Business Intelligence 2
DMKT 3301
Introduction to Digital Marketing ​
3EMOI 1201Emotional Intelligence3
ENTR 3301Entrepreneurship and
Design Thinking
3ISLS xxxxIslamic Studies3
ARAB xxxxArabic Studies
3XXXX xxxxRequired General Ed
Electives (HUMB, NASC, SBSC)
Total Credit Hours 18 Total Credit Hours 17
Year Four
Semester – Fall Semester – Spring

Course Code

Course Title

Credit Hours

Course Code

Course Title

Credit Hours

BBUS 4301Business Ethics and
Social Responsibility
3DMKT 4306​
Mobile Marketing 3
DMKT 4304​
Digital Marketing Analytics 3
MKTG 4308Internship: Digital ​Marketing3
DMKT 4305​
Digital Consumer Engagement3XXXX xxxxSchool/Program
BBBF 1101Basic Body and
Brain Fitness
1XXXX xxxxFree Elective3
ISLS xxxxIslamic Studies
XXXX xxxx
Free Electives3
Total Credit Hours
Total Credit Hours

​​​Career Prospects​

TheThe program equips students with the necessary skills that qualify them for a variety of career paths/jobs in the market including, but not limited to: ​

  • ​Brand manager
  • Market research analyst
  • Public relations manager
  • Events coordinator
  • Media account manager/executive
  • Marketing strategist
  • Business development coordinator
  • Digital marketer​

​​ Marketing​ Course Description​

DMKT 3302 Social Media Marketing Campaigns
This course introduces a systematic approach for developing and managing social media campaigns. It emphasizes the four stages of a campaign, listening, design and engagement, implementation and monitoring, and evaluation. The course also focuses on the factors contributing to the development of local and global social media campaigns.
DMKT 3303 Big Data for Business Intelligence
This course introduces the concept of network analysis and its relationship to social network and digital marketing. It focuses on the basic elements of the social network, their development and impact on companies. The course also emphasizes the use of data in industry social network analysis and decision making.

DMKT 4304 Digital Marketing Analytics
This course introduces the different tools used to evaluate the effectiveness of a brand’s digital marketing strategies based on consumer engagement. It also focuses on data acquisition and evaluation using digital tools to help marketers achieve their marketing goals.

DMKT 4305 Digital Consumer Engagement
This course introduces the concept of digital consumer engagement. It emphasizes the psychology behind consumers’ online interaction with brands in various digital platforms. The course focuses on use of quantitative and qualitative research tools to investigate digital consumer engagement to make successful marketing decisions.

DMKT 4306 Mobile Marketing
This course introduces the concept and importance of mobile marketing in today’s business. It focuses on the basic elements and the strategic implementation of mobile marketing to meet business goals. The course also covers industry analysis and contemporary business mobile applications and practices in diverse industries.

MKTG 2301 Advanced Marketing
The course reinforces the principles and concepts taught in marketing management. The course emphasizes the managerial perspective in applying economic principles in marketing to provide a framework for marketing strategy development and implementation of marketing tools and tactics. It also covers global marketing strategies employed locally as well as abroad.

MKTG 3304 Integrated Marketing Communication
This course focuses on skills needed for researching, planning, creating, and executing integrated marketing communications. It highlights the importance of optimizing and coordinating all communication tools and tactics undertaken in aid of a brand or a marketing program. The course emphasizes the ability to effectively evaluate a marketing communications plan proposed by an agency. The course also covers macro-issues related to culture and advertising.

MKTG 3306 Consumer Behavior
This course introduces different tools employed by companies to learn about consumers. It further provides an overview of how the acquired information can be used to modify the marketing mix in an effort to increase competitiveness and to develop a customer focus. The course also presents a systematic approach on how consumers perceive information, how they encode it in memory, integrate it with other sources of information, retrieve it from memory, and utilize it to make decisions.

MKTG 3307 Marketing Research
This course provides an introduction to market research as a business decision-making tool. The course covers a wide range of research methods.

MKTG 4305 Brand Management & Strategy
This course provides a contemporary treatment of brands, brand equity and strategic brand management. It emphasizes why brands are important and how they should be managed to gain greater brand equity. Specifically, it emphasizes building a strategy, implementing the strategy, and measuring the brand performance to create a sustainable brand.

MKTG 4306 Marketing Strategy
This course focuses on the concepts and skills necessary to formulate and implement marketing strategies. It emphasizes the basic elements of marketing and how they can be designed and implemented strategically to reach business goal. The course emphasizes industry analysis, decision making, and financial bottom line thinking through case studies that represent contemporary global business situations in diverse industries.

MKTG 4307 Digital & Social Media Marketing
This course explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies. It also stresses the measurability and accountability of direct marketing. The course highlights special considerations in social media market research, consumer behavior and segmentation as well as how to develop a sound social media strategy.

DMKT 3301 Introduction to Digital Marketing
This course introduces the Internet marketplace and the importance of a company’s online presence. It also covers major digital platforms and online branding. The course focuses on the use of the different online tools to reach consumers, increase competitiveness and to develop a customer focus Core Courses Description

BBUS 2302 Quantitative Analysis for Management
This course provides an overview of operations research/ management science methods and its role in decision-making. The emphasis is on problem formulation and managerial interpretation. The course further emphasizes how managers can use this approach to design and control business processes to increase profitability and decrease costs for the organization. Quantitative procedures are introduced through situations that include both problem formulation and technique application integrated with personal computer software.

BBUS 4301 Business Ethics and Social Responsibility
This course introduces ethical issues and dilemmas which arise in business contexts. It provides ethical concepts and frameworks that are relevant to resolving business problems. The course covers moral principles in business, ethical dilemmas and issues facing individuals and organizations, and safeguards to maintain ethics in business.

BECO 1201 Principles of Microeconomics
This course introduces the basic economic concepts related to individual decision makers in the economy: households, businesses and governments. It focuses on the definition of economic problems and market systems and addresses factors of production and public expenditures issues. The course analyzes consumer and firm behaviors in different market structures.

BECO 2301 Principles of Macroeconomics
This course introduces macroeconomic analysis related to economic relationships. It covers national income accounting and determination, business cycles, aggregate demand, aggregate supply, inflation, unemployment, fiscal and monetary policies, money and banking, economic growth and development, and international trade. It focuses on the characteristics of the Saudi business environment in business operations.

BMGT 1301 Principles of Management
This course covers the fundamentals of the management process. It covers the basic functions of management: planning, organizing, directing and controlling. The course also includes social responsibilities, political influences and ethical considerations as they affect the management of organizations. The course also introduces the students to international business, production, communications and decision making in terms of management activities.

BMGT 2302 Human Resource Management
This course introduces the field of human resources management and its main functions. It identifies the influence of internal and external forces on human resource practices of firms, with a focus on the Saudi business environment. It also covers the strategic role of human resources management in achieving an organization’s competitive advantage. The course emphasizes the main success measures for human resource activities, job analysis and design, recruitment and selection, performance and evaluation management, training and development, and career planning. The course also introduces the increasing role of technology in the field of human resource management, in terms of human resource information systems internally and social media, externally.

BMGT 3301 International Business Management
This course focuses on the nature and scope of international business and introduces the three environments in which international business managers must operate. It also provides an understanding of domestic, international, and foreign environments. It addresses the concepts of international business in local market conditions.

BMKT 1301 Principles of Marketing Management
This course focuses on marketing principles and the basic marketing decisions facing a firm. It emphasizes the assessment and understanding of the marketplace, marketing strategies, including segmentation, targeting and positioning, product, price, place, and promotional strategies. The course also provides a framework for understanding and implementing these strategies in the local market.

BSTA 2301 Statistics for Business
This course aims at providing the necessary tools to analyze statistical information critically. It introduces concrete examples handling data sets and using standard techniques for displaying, summarizing and analyzing data. The course also covers business applications using statistical inference and hypothesis testing techniques for business problem-solving and decision-making.

BSUS 1301 Introduction To Business
A major core course that fulfils the requirements of all Business POSs for graduation.
The course introduces the students to business vocabulary, how businesses are formed, its functions and decision-making processes. It also familiarizes them about the skills needed for performing different business activities.
This course gives an understanding of the aims of business activity and overview of the environment in which business works. All course topics are covered in relation to both the international business environment, in general, and to Saudi business environment, specifically. It outlines major local, regional and international groups within and outside business and their influences on business organizations. It also addresses the different forms of business organizations. The course also covers the main components of a typical business plan.

BACC 1301 Principles of Financial Accounting 
This course provides students with the fundamentals of financial accounting. It explains accounting concepts, theory and procedures for proprietorships, partnerships and corporations. The course covers the accounting cycle as reflected in the sequence of accounting procedures used to record, classify and summarize accounting information in financial reports. All these topics and other advances topics of financial accounting are discussed in relation to the Saudi business environmentr

BACC 2301 Principles of Managerial Accounting
This course provides an overview of the fundamentals of managerial accounting, with emphasis on the accumulation and usage of cost data. It also covers accounting systems, decision making, cost analysis, budgeting, management evaluation and control.

BFIN 2302 Financial Management
This course focuses on the basic theories, concepts and analytical techniques in Financial Management. It focuses on goals, objectives and functions of the financial manager as well as analysis of financial statements. It emphasizes on financial assets valuation and making long term investments and financing decisions particularly decisions related capital structure and capital budgeting. All topics are discussed with reference to the Saudi Market.

BMGT 3201 Legal Environment of Business
The course provides essential information concerning the legal environment in which businesses operate. It introduces legal concepts that affect business activities with emphasis on legal reasoning and problem-solving skills that can be applied in a business context. All the aspects of law covered in this course are examined from both international and Saudi law perspectives.

BBUS 3302 Research Methodology
This course provides an overview of the nature of business and management research. It introduces the fundamental tools of research methodology. It also includes training in the areas of primary and secondary data collection and qualitative and quantitative methods of organizing data and utilization of research findings.

BMGT 2301 Principles of Organizational Behavior
This course focuses on understanding human behavior in organizational settings. It emphasizes the causes and consequences of human behavior in organizations. It covers the effects of the organizational structure on the individual, the reward and leadership process, and the impact of managerial effectiveness on the organization. The course also provides a framework for understanding and implementing management functions involved in strategic planning and programming.

BMGT 3304 Strategic Management
This course provides an overview of strategic management concepts and theories, and their importance to the organization, industry and society. It covers the analyses, decisions and actions an organization undertakes in order to create and sustain competitive advantage. It presents an insight into the successful operation of an organization in a complex global economy. This course addresses these operational issues in the Saudi business environment.

Dr. Adel Mohammad S. Al Otaibi

Assistant Professor

Hekma School of Business and Law

Ms. Nora Nafez Al-Jindi

Director - Lecturer

Hekma School of Business and Law

Key Facts

Program Name

Bachelor of Marketing

Current number of students


Number of graduates


Employability statistic


Ms. Nora Nafez Aljindi

Director, Marketing Program

MBA, Business Administration, American University of Beirut, Lebanon, 2004

BBA, Business Administration, American University of Beirut, Lebanon, 2001

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