Marketing Program Overview
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.
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 this 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.
Admission Requirements
Programs
| Linguaskill Score
| Required Certificate Percentage
| Qudurat Test Score
| Othe Admission Requirement
|
|---|
Bachelor of Marketing
| 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 |
| BBUS 1301 | Introduction to
business | 3 | BACC 1301 | Principles of Finance
Accounting | 3 |
| MATH 1301 | College Algebra | 3 | BMGT 1301 | Principles of
Management | 3 |
| BMKT 1301 | Principles of
Marketing Management | 3 | BECO 1201 | Principles of
Microeconomics | 2 |
| COMM 1301 | Communication skills I | 3 | MATH 1303 | Calculus | 3 |
| ICTC 1301 | Information and Communication
Technology | 3 | BBIS 1301 | Business Information
Systems | 3 |
| ARAB xxxx | Arabic Studies | 3 | ISLS xxxx | Islamic Studies | 3 |
|
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 2301 | Principles of Managerial
Accounting | 3 | BBUS 2302 | Quantitative Analysis
for Management | 3 |
| BECO 2301 | Principles of
Microeconomics | 3 | BFIN 2302 | Financial Management | 3 |
| BMGT 2302 | Human Resources
Management | 3 | MKTG 2301 | Advanced Marketing | 2 |
| BSTA 2301 | Statistics for
Business | 3 | BMGT 2301 | Principals of Organizational
Behavior | 3 |
| ARTS xxxx | Arts and Design | 2 | LOGC 1201 | Logic and Problem
Solving | 2 |
| COMM 1302 | Communication Skills II | 3 | XXXX xxxx | Required General Ed Electives
(HUMB, NASC, SBSC) | 3 |
|
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 3301 | International Business
Management | 3 | BMGT 3304 | Strategic Management | 3 |
| BMGT 3201 | Legal Environmental
of Business | 3 | MKTG 3306 | Consumer Behavior | 3 |
| BBUS 3302 | Research Methodology | 3 | MKTG 3307 | Marketing Research | 2 |
| MKTG 3304 | Integrated Marketing
Communication | 3 | EMOI 1201 | Emotional Intelligence | 3 |
| ENTR 3301 | Entrepreneurship and
Design Thinking | 3 | ISLS xxxx | Islamic Studies | 3 |
| ARAB xxxx | Arabic Studies | 3 | XXXX xxxx | Required General Ed
Electives (HUMB, NASC, SBSC) | 3 |
|
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 4301 | Business Ethics and
Social Responsibility | 3 | MKTG 4307 | Digital and Social
Media Marketing | 3 |
| MKTG 4305 | Brand Management and
Strategy | 3 | MKTG 4308 | Internship: Marketing | 3 |
| MKTG 4306 | Marketing Strategy | 3 | XXXX xxxx | School/Program
Elective | 3 |
| BBBF 1101 | Basic Body and
Brain Fitness | 1 | XXXX xxxx | Free Elective | 3 |
| ISLS xxxx | Islamic Studies | 2 |
| XXXX xxxx | Free Electives | 3 |
Total Credit Hours
|
15
|
Total Credit Hours
|
12
|
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
Marketing Course Descriptions
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.
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.
