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    Marketing (Advanced Diploma)

Curriculum Overview  |  Degree Plan  |  Course Descriptions

Marketing Course Descriptions:

    MKT101 Principles of Marketing (3-0-3)

Overview of contemporary marketing. Global marketing environment. Marketing manager's role in a market-directed economy, marketing objectives, strategic planning, and developing marketing mixes for target markets. Material is presented as it relates to the four "P's" of marketing: product, place, promotion, and price.

Prerequisite(s): None
    MKT125 Integrated Marketing Communications (IMC) (3-0-3)

The role of advertising in the marketing of goods and services. Discusses the different uses of advertising, types of media, how advertising is created, agency functions and legal, social, and economic aspects of the industry. Introduces other IMC tools including direct marketing, personal selling, sales promotion and public relations.

Prerequisite(s): MKT101
    MKT120 Introduction to Sales (3-0-3)

The life and career of a professional salesperson, the importance of relationship marketing and relationship building, preparation for relationship selling, the relationship selling process, and sales management.

Prerequisite(s): MKT101
    MKT199 Summer Internship (0-0-3)

Practical training at workplace environment is given in the field of students’ major. The duration of the summer internship course is eight weeks of full time work. A student is assigned a work supervisor who plans student training and provides guidance and advice during the training period. Students are graded on the basis of documentation of acquired learning as reported by the student and employer.

Prerequisite(s): Completion of 28 credit hours with a minimum CGPA of 2.0
    MKT201 Distribution Channels (3-0-3)

Different channel institutions, marketing channel design, channel coordination and implementation, performance evaluation of the management of the firm’s distribution systems, the roles of channel members, the impact of marketing channel decisions on marketing strategy and channel design and management.

Prerequisite(s): MKT101
    MKT202 Retail Management (3-0-3)

Challenges and global development trends in the industry, retail trade, store and non-store retailing, location and site selection, merchandising, pricing and margin planning and store management, layout and visual merchandising.

Prerequisite(s): MKT101
    MKT203 Product and Brand Management (3-0-3)

Covers brand equity principles, identifies key branding decisions, examines ways to build brand equity, measure and manage customer-based brand equity.

Prerequisite(s): MKT101
    MKT204 Consumer Behavior (3-0-3)

Consumer behavior defined. Cross-cultural variations in consumer behavior. Group influence on consumer behavior. Consumer perception. Motivation, personality and emotion. Attitudes and influencing attitudes. Self-concept and lifestyle. Situational influences. Consumer decision process and potential problem awareness. Information search and alternative evaluation and selection. Post-purchase processes, Customer satisfaction and customer commitment. Organizational and buyer behavior.

Prerequisite(s): MKT101
    MKT205 Introduction to Marketing Research (3-0-3)

Fundamentals of marketing research methods with principles, concepts and practices of modern marketing research. The course outlines the marketing research process and examines the research methods and techniques applicable to problem solving in marketing.

Prerequisite(s): MKT101 and MATH115
    MKT206 Digital Marketing (3-0-3)

Mindset of consumers in the digital era, digital marketing model, digital marketing strategy and implementation and digital sustainability.

Prerequisite(s): MKT125
    MKT249 Special Topics in Marketing (3-0-3)

This course introduces and explores current issues in the marketing field of study, focusing on practical topics on the latest development in business and marketing. Practical topics aimed to improve knowledge and professional development opportunities.

Prerequisite(s): MKT101 and Departmental approval
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