Program Overview
On behalf of our Marketing Program, we are thrilled to welcome you to our vibrant community of passionate learners and future business entrepreneurs! Today, the Saudi business environment is undergoing a thrilling transformation, especially with Vision 2030 driving economic growth and diversification. Looking forward to shaping your future as a leader in the Marketing field.
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
| 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:
- Brand manager
- Market research analyst
- Public relations manager
- Events coordinator
- Media account manager/executive
- Marketing strategist
- Business development manager
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.
