Digital Marketing Track Overview
The track of Digital Marketing, which is verified by the Digital Marketing Institute (DMI), 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).
Message from the Program Director
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 fort their diverse expertise to equip students with the essential knowledge, skills, and strategies that enable them to thrive in the workplace.
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.
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 Bachelor of 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 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
| 80%
| 65%
| None
|
For further details about admissions, click here.
Learning Outcomes
Upon successful completion of this program, graduates will be able to:
Knowledge
-
Explain concepts, principles, and practices related to Business.
-
Identify the impact of marketing in business and society within the national and international environments.
Skills
-
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.
Values
-
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 |
MATH 1301 | College Algebra | 3 | BSMK 1300 | Introduction to Business
Administration | 3 |
ISLS XXXX | Islamic Studies | 3 | BSMK 1301 | Principles of Marketing Management | 3 |
ARAB XXXX | Arabic Studies | 3 | BSBF 1320 | Principles of Microeconomics | 3 |
COMM 1301 | Communication Skills I | 3 | COMM 1302 | Communication Skills II | 3 |
BBBF XXXX | Basic Body and Brain Fitness | 1 | MATH 1304 | Calculus I
| 3 |
GELE 3301 | Leadership and Emotional Intelligence | 3 | | | |
Total Credit Hours | 16 | Total Credit Hours | 15 |
| |
| | | | |
|
Year Two |
Semester – Fall | Semester – Spring |
Course
Code | Course
Title | Credit
Hours | Course
Code | Course
Title | Credit
Hours |
BSBF 2310 | Principles of Financial Accounting | 3 | BSBF 2330 | Data Analytics and
Visualization | 3 |
BSBF 2321 | Principles of Macroeconomics
| 3 | BSBF 2340 | Financial Management | 3 |
BSMK 2303 | Business Ethics and Social Responsibility
| 3 | BSMK 2304 | International Business
Management
| 3 |
BSMK 2302 | Strategic Human Resource Management | 3 | BSBF 2311 | Principles of Managerial
Accounting | 3 |
STAT 2301 | Statistics
| 3 | ARAB XXXX | Arabic Studies | 3 |
| | | ENTR 2301 | Entrepreneurship and Design
Thinking | 3 |
Total Credit Hours | 15 | Total Credit Hours | 18 |
Year Three |
Semester – Fall | Semester – Spring |
Course
Code | Course
Title | Credit
Hours | Course
Code | Course
Title | Credit
Hours |
BSBF 3331 | Business Analysis | 3 | BSMK 3350 | Introduction to Digital Marketing | 3 |
BSMK 3340 | Service Marketing | 3 | BSMK 3341 | Integrated Marketing
Communication
| 3 |
XXXX XXXX | Free Electives | 3 | BSMK 3442 | Brand Management & Strategy | 3 |
GEAI 2301 | Introduction to Artificial Intelligence | 3 | BSMK 3343 | Business to Business | 3 |
GERM 3301 | Research Methodology | 3 | BSMK 3344 | Internship: Marketing / to be
completed in summer
| 3 |
Total Credit Hours | 15 | Total Credit Hours | 15 |
Year Four |
Semester – Fall | Semester – Spring |
Course
Code | Course
Title | Credit
Hours | Course
Code | Course
Title | Credit
Hours |
BSMK 4305 | Operation Management
| 3 | BSMK 4307 | Strategic Management
| 3 |
BSMK 4306 | Legal Environment of Business | 3 | BSMK 4342 | Consumer Behavior | 3 |
XXXX XXXX | School/Program Elective/Track | 3 | BSMK 4341 | Senior Project II | 3 |
ISLS XXXX | Islamic Studies | 3 | XXXX XXXX | School/Program Elective/Track | 3 |
BSMK 4340 | Senior Project I | 3 | XXXX XXXX | School/Program Elective/Track | 3 |
Total Credit Hours | 15 | Total Credit Hours | 15 |
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:
- Social Media Specialist
- Search Engine Optimization (SEO) Specialist
- Digital Marketing Specialist
- Content Marketing Specialist
Digital Marketing Course Description
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
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.
