Marketing

Structure of the program

In the first two years of the Bachelor of Business Administration (BBA) degree program, students follow a prescribed sequence of courses. This sequence focuses on GUCR and supporting business requirements, providing students with a broad-based and well-rounded knowledge through acquiring communication skills, problem-solving and IT skills, as well as an understanding of general business concepts. This solid background enables students to complete the specialization requirements in one of their areas of interest during the third and fourth year of the BBA program. The program is further supported by electives chosen from a selection of different courses, to broaden students’ knowledge and enhance their specialized skills.

In order to graduate, the student must complete the program successfully with a GPA of 2.25 or above, and must earn a total of 129 credit hours.

Marketing Learning Outcomes

Students with a BBA in Marketing will be able to:

  1. Apply marketing management skills in offline as well as online environments.
  2. Develop marketing strategies to meet the needs of the UAE organizational environment.
  3. Improve the effectiveness of the marketing function in organizations, using marketing research and information.
  4. Design effective segmentation and positioning strategies, using the marketing mix.
  5. Demonstrate ability to formulate and assess international marketing strategies.

Course Description

General Educational Requirement


GMAT 110 Math I for Business & Science
This course is designed for those students whose majors are in Business and IT. Those majors require mathematical topics such as exponential and logarithmic functions, mathematics of finance, matrix equations and systems of linear equations, logic, basic counting principles, permutations and combinations.
Prerequisites: GPRM022, or UD Math Placement Test score of 400 or above

GMAT 115 Math II for Business & Science
This course is designed for those students who major is in Business and IT includes mathematical topics such as: Probability theory, algebra limits, average rate of change, derivatives of functions, applications of derivatives (marginal analysis), optimization, indefinite and definite integrals, infinite sequences and series.
Prerequisites: Math I for Business & Science

GPUC 100 Planning for University and Career Success
The purpose of this course is to help students make a successful transition to university life and study, achieve personal success, and to recognize their strengths and limitations through self assessment strategies. It also teaches students how to manage their own careers through mastery of career planning, networking and job search techniques, and professional development on the job. Students will establish individual career goals and learn specific techniques needed to secure and grow within a job. Co-Requisite: English 100

GCMM 105 Communication Skills
The purpose of this course is to present an overview of the foundations of human communication, with particular emphasis on the principles and practices necessary to establish and maintain effective professional and business relationships. The course covers the elements, principles and goals of communication. It deals with developing the skills of interpersonal, small group and public communication in the workplace. Prerequisites: ENGL 105

GCRT 200 Critical and Creative Thinking
The purpose of this course is to explore the skills needed for effective reasoning and problem solving. The term ‘critical’ implies care and precision in all forms of evaluation and judgment, and is best displayed in acts of reasoning, including arguments and explanations. Evaluation and judgment will be explored in the course. The term ‘creative’ implies that reasoning is not a precise process. It requires effective lateral thought and the use of sound judgment.
Prerequisites: ENGL 105 (English II) o GISL 100 Islamic Thought ( Arabic)

توصيف المساق المختصر (طبقًاً للدليل الدراسي الجامعي)
هذا المساق يرآز على أسس الفكر الإسلامي و تأثير هذا الفكر على المجتمع مع إعطاء خلفية لأبرز المفكرين الإسلاميين قديمًاً و حديثًاً، آما يرآز على القضايا الأخلاقية وفهم الإسلام وتطبيقه في مجال الأعمال والمجالات الإقتصادية والإجتماعية وآذلك في القضايا المشترآه مع الديانات الأخرى. ومناقشة التحديات المعاصرة للإسلام و آيف يواجه المسلمون هذه التحديات. Prerequisites: None

GISL 105 Islamic Thought ( English)
The purpose of this course is to provide the student with the necessary knowledge and information of the historical context of Islam: its pillars , pillars of faith ,sources of legislation , ethics and values .The course will also aim at enabling the student to analyze the issues of rationality ,critical thinking and science and their status in Islam. It will call the student to discuss and understand how Islam handles contemporary issues like: business and economics, human rights, globalization, terrorism, and the environment Prerequisites: None

GEST 100 Emarati Studies
This course aims to enrich awareness of Emarati culture and identity amongst students. It covers studies in the history and geography of the Emirates. The course focuses on the culture, social customs and laws of the country. The coverage also includes in-depth analysis of contemporary social, economic and cultural developments and challenges of the Emirates. Co-requisites: ENGL 100

PRMT 002 Pre-Math
This course is designed to help students understand and apply mathematical concepts and operations so that they can successfully proceed with university education in business and social studies. Topics include real numbers and their properties, exponents and radicals, polynomials, linear equations, inequalities, graphs of equations, linear functions, quadratic functions, exponential functions, descriptive statistics and basic probability concepts. Prerequisites: None

ENGL 100 English I
The purpose of this course is to further develop the ability of students to read and write English. It aims to enlarge their vocabularies, enrich their knowledge of ways to express ideas and reduce the number of mistakes that students make when writing English. It also teaches principles of organization used in essays and other written documents in English.
Prerequisites: Official IELTS or TOEFL required scores

ENGL 105 English II
The purpose of this course is to enlarge your general and academic English vocabulary, and increase your knowledge of words, concepts and expressions related to business and information technology. The course will also aim at developing your skills in understanding and analyzing documents written in English and your skills in paraphrasing, summarizing and responding (in writing) to documents written in English and further improve your writing in English.
Prerequisites: ENGL 100 English I

ESPU 200/210 English for Special Purposes (Business and Science)
This course aims to ensure that you are equipped with an adequate vocabulary to study business and IT subjects at university level, and to read textbooks as well as articles on business in newspapers, magazines and websites. It also aims to develop your skills in written communication in business contexts.
Prerequisites: ENGL 105 (English II)

Humanities and Social Science Requirements

UAE Government (GUAG 100)
This course is an introductory route on learning about the governments’ types and its hierarchy with emphasis on the UAE Government (Federal and Local Government). It introduces student to the federal government and local government entities. It also gives an insight on the structure of federal and local government of the UAE. The course aims at providing students with an insight on the responsibilities of the federal and local governments including The Federal National Council (FNC) and its election process. It also aims at expanding student’s knowledge on understanding Government-related strategies plans, policies and regulations. Additionally, it enriches their awareness on the federal/ local government entities role, mandate and services to UAE citizens.
Prerequisites: ENGL 100

GCUS 100 Culture and Society
This course aims to help you get to know China and its people, learn about some important aspects of Chinese culture, and understand the way that Chinese people think and live. Prerequisites: ENGL 100

GPSY 100 Psychology & Society
To provide the opportunity to acquire comprehensive knowledge of human behavior and the social context in which human being exists. The coverage includes a wide range of theories in psychology, social psychology, human social behavior, child development, cognitive development, interpersonal relations, mental illness parenting and other issues that enhance students understanding of human behavior to the real world.
Prerequisites: None

GSOC 100 Sociology and Society
The purpose of this course is to introduce the fundamental theories and research methods used by sociologists and other social scientists to understand the world around them. The coverage includes theories of social interaction, social stratification and inequality, social institutions, family religion, government and economy, communities, population and the environment. Prerequisites: None

GTOR 100 Leisure & Tourism in Contemporary Society
The purpose of this course is to develop students’ understanding of the growing importance of leisure and tourism in the contemporary UAE. It is a broad-based unit, which focuses primarily on society and the social dimension of leisure, encouraging students to understand the structure and organization of leisure and tourism and their role in the economy and their socio-cultural and environmental implications.
Prerequisites: ENGL 100

GEDU 100 Education & the Future
This course is designed to introduce students to current and emerging educational practices and technologies by focusing on the changing nature of mankind’s relationship to information and knowledge. The purpose of this course is to explore the likely impact of various educational technology scenarios and changes in education practices have on education, society and the lives of ordinary people.
Prerequisite: ENGL 100; Semester offered: 1 or 2

Natural and applied Science requirements

GCEI 100 Contemporary Environmental Issues
The purpose of this course is to explore environmental change on a global scale, emphasizing the fundamental concepts of matter, energy, and ecology as applied to Contemporary concerns. Environmental issues impacting the countries of the world are discussed; in order to develop an international perspective on the environmental challenges facing our planet.
Prerequisites: English 100

GHSO 100 Health And Society
The course will focus on the development of health education over time and its effect on society.It will enable students to understand the concepts of general health related to society. The course will cover: health and disease, public health, sciences related to public health, health care and health education sports.
Co-requisites: English 100

GBIO 100 Biotechnology
This course explains the basics of biotechnology. It describes the structure and function of genes and their role in the modern technology tools. It also elaborates the applications of gene technology in the human uses, environment, and food and agriculture areas Prerequisites: None

GHUB 100 Human Biology
The purpose of this course is to provide students with the necessary knowledge of the human body and biology. The course will focus on the human body and its related systems. It will enable students to understand the concepts of human physiology and the operations of its systems. The coverage includes: the human body in general, the physical composition, the bodily systems, and the senses.
Prerequisites: No Prerequisite

Supporting Business Requirements

BECN 100 Microeconomics
The purpose of this course is to familiarize students with the essential microeconomics tools to 1) study how consumers and businesses make decisions in the face of resource scarcity, 2) examine how their interactions in the market determines prices and quantities of goods, and 3) assess the efficiency of markets in the presence of government influence and under different market structures. Students will develop an appreciation of the economic way of thinking about real-world problems and develop interest in pursuing a career in business.

BECN 225 Macroeconomics
This course provides an overview of determination of output; unemployment; interest rates, and inflation. Monetary and fiscal policies are discussed besides public debt and international economic issues. The course introduces basic models of macroeconomics and illustrates principles with the experience of the UAE and other economies. It also exposes students to the Islamic economics whenever applicable.

BECN 250 Money and Banking
The purpose of this course is to study operations of the financial institutions and markets that operate in the UAE and major western countries. The coverage includes both practical and theoretical viewpoints relating to interest rate determination, term structure of interest, financial market efficiency, bank regulation, and internationalization

BSTA 200 Statistical Analysis
The purpose of the course is to acquaint students with the basic concepts of statistics and probabilities that will help them make decisions using UAE data from the traditional banks & Islamic banks. Coverage includes: basic probability, sampling, hypothesis testing, simple and multiple regression models.

BBUS 225 Research Methods
The purpose of this course is to enable students acquire the skills necessary to develop scientific research proposal. It will enable the students undertake systematic research using empirical and non-empirical approaches, conduct literature review and structure and manage a research project on UAE firms.

BBUS 250 Business Negotiating Skills
The purpose of this course is to improve students’ negotiation skills in business and capacity to acquire and effectively use power. Its premise is that to be effective, managers must possess both strong analytical skills to identify solutions to business problems and a broad array of negotiation skills to empower acceptance of those solutions.

In the first two years of the Bachelor of Business Administration (BBA) degree program, students follow a prescribed sequence of courses. This sequence focuses on GUCR and supporting business requirements, providing students with a broad-based and well-rounded knowledge through acquiring communication skills, problem-solving and IT skills, as well as an understanding of general business concepts. This solid background enables students to complete the specialization requirements in one of their areas of interest during the third and fourth year of the BBA program. The program is further supported by electives chosen from a selection of different courses, to broaden students’ knowledge and enhance their specialized skills.

In order to graduate, the student must complete the program successfully with a GPA of 2.25 or above, and must earn a total of 129 credit hours.

Business Core Requirements

BACC 205 Principles of Financial Accounting
The course introduces students to accounting concepts, principles and processes underlying the production of financial statements. It focuses on the analyses, measurement and reporting of business transactions to users of financial statements. It also examines uses and limitations of accounting information, as well as the ethical issues affecting financial statements.

BACC 210 Principles of Managerial Accounting
This course examines the role of accounting information in managing organizations. It focuses on concepts and tools used in planning operations, controlling activities and decision making. Topics include fundamental cost concepts, cost-volume profit analysis, budgetary planning, responsibility accounting and performance evaluation, incremental analysis and capital budgeting.

BBUS 200 Quantitative Methods for Business
The purpose of this course is to model and solve decision problems in business using decision tools such as linear programming (LP), waiting line models, transportation and assignment models etc. Suitable software will be used to help solve the problems.

BFIN 200 Principles of Financial Management
The purpose of this course is to help students in understanding management of finance within a business organization. The coverage includes the sources of finance, the basic financial techniques such as TVM technique used for making decisions in relation to valuation of financial instruments, risk and return trade off.


BMNG 200 Management and Organizational Behavior
The purpose of this course is to discuss the nature of management practices in relation to UAE organizations. The course develops an understanding of the behavior of people within UAE organizations and the significance of managing this behavior in today’s business environment. The coverage includes the internal nature of organizations from a theoretical and practical point of view.

BMRK 200 Principles of Marketing
The purpose of this course is to introduce students to the marketing process, global market place and consumers, integrated marketing communication and marketing plan.

BBUS 215 Fundamentals of Management Information Systems
The purpose of this course is to focus on the nature and value of information in business organizations. The coverage includes the sources of management information and how these can be used in the decision-making process via electronic and paper-based communication. It enables the students to develop applications and to recommend how information management systems should be used in business.

BBUS 305 Business Law
This course focuses on business aspects within the context of constitutional rights and civil law. Topics include legal forms of business organization and ownership, contract and sales law, government regulation of business and laws relating to business, bankruptcy, finance, banking and insurance.

BFIN 305 Corporate Finance
This course is designed to provide students with principles that corporations use to make investing and financing decisions. The coverage includes capital budgeting, cost of capital and raising capital in the market, analyzing impact of leverage, dividend policy and working capital management.

BMNG 310 Production and Services Operations Management
The purpose of this course is to give future managers an understanding of the variety and importance of the management decisions faced in the production and operations area in different manufacturing and service organizations. The course equips them with the tools and techniques necessary to approach and solve production and operations management problems effectively.

BMNG 315 International Business Management
This course introduces the students to the various practices, environments and functions involved in the field of international business. It includes analysis of the environmental factors (such as culture, communication, behavior) at the international, national and industrial levels. The course addresses the functional areas of business (Marketing, Finance, Production and Human resources) and assesses, in this respect, the global competitiveness of the UAE economy.

BBUS 350 Business and Society
The purpose of this course is to understand the symbiotic relationship between business and society in terms of the moral and ethical dimensions of the power placed in the hands of owners and managers and to confront and analyze complex dilemmas related to the social context of business.

BBUS 400 Strategic Management (Capstone)
The purpose of the course is to stimulate critical thinking and develop students’ awareness and understanding of the key concepts of Strategic Management. The coverage includes situational analysis, the generation of choices of alternate actions and issues of implementation of the chosen course of action.

Major Requirements

BMRK 301 Marketing Management
This course focuses on managing the marketing activities in a dynamic and competitive environment. It introduces the students to a simulation program, which gives a real life scenario of the strategies for achieving a competitive advantage. The course also focuses on developing a marketing plan for a product considering the target market, segmentation and the four Ps (product, place, price, and promotion) of marketing. The students are also required to develop and present a marketing plan.

BMRK 303 Marketing Channels
The course focuses on the management and managerial framework of marketing channels. It provides insights into the theory, research and practice of channel decisions. Recent changes in the global, socio-cultural and technological areas are covered in the course. The course also covers implementation strategies of the channel design. Students are required to analyze and present a real company’s marketing channel structure and provide suggestions for improvements.

BMRK 309 Services Marketing
The purpose of this course is to develop advanced knowledge of Services Marketing and their applications in different service industries. The course introduces service sectors, service strategy, service delivery process, pricing of services, managing service employees and customers, customer satisfaction, service quality and customer retention.

BMRK 321 Consumer Behavior
The purpose of this course is to enable students to develop understanding of customer dynamics, in which consumer behavior influences marketing decisions. The course addresses topics such as perception, comprehension, learning and memory, attitude, personality and lifestyle, consumer decision making, cultures and sub-culture.

BMRK 412 Marketing Research
The purpose of this course is to enable students to understand marketing research process considering a real life project. The students are required to formulate research issue, research objectives, and research questions. Qualitative and quantitative research methods are considered. The data are collected and analyzed through SPSS. A research report is developed and presented at the end of the course.

BMRK 418 International Marketing Strategies
This course first introduces students to international marketing environments. Following that it explains different tactics for development and implementation of international marketing strategies. The main purpose of this course is to examine the marketing systems and marketing operations in various countries. Appropriate marketing strategies for developing global markets including the cultural, political and economic infrastructure of foreign markets are discussed. This course provides the students hands on experience to global marketing through a simulation program.

BMRK 424 Sales Management
This course focuses on applying different sales strategies for various target markets whether individuals or corporate businesses. It addresses topics such as the sales functions, ethics in sales, verbal and non-verbal communication, prospective techniques, presentation methods, objection handling techniques, closing techniques, and feedback approaches.

BMRK 426 Advertising and Promotion Management
This course first introduces students to Integrated Marketing Communications (IMC) and its roles. Following that it analyzes the role of advertising agencies, and introduces the communication process. Budgeting and program development are integral part of this course. Application and evaluation of creative strategies, media planning strategies, and direct marketing methods enhance the students’ knowledge and prepare them for careers in advertising.

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+971 4 5566 800
Email

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info@ud.ac.ae

University of Dubai

Academic city
Emirates road
Dubai - UAE
P. O. Box: 14143