MRK - Marketing
MRK 1103 Principles of Marketing (2-2-3)
The course introduces basic concepts of Marketing and develops an understanding of the overall process of marketing. It covers the marketing concept, marketing environmental analysis, marketing research, planning as well as the implementation of marketing activities in a contemporary UAE-centric business environment.
Prerequisites: MGT 1003
MRK 2003 Consumer Behaviour (2-2-3)
This course relates the theory of consumer behavior to the practice of marketing. Based on psychology, social and behavioral sciences, the course examines the consumer decision making process and all factors influencing it. Moreover, it studies the impact of consumer behavior on marketing strategies.
Prerequisites: MRK 1103
MRK 2113 Marketing Communications (2-2-3)
The course introduces the fundamental principles of Integrated Marketing Communications (IMC). It explains the application of the IMC planning process leading to consistent communications strategy of a brand. The course develops an in-depth understanding of a range of traditional communication tools as well as digital media. It creates the necessary skills to apply the various communications elements to a brand. The course evaluates the effectiveness of the IMC plan and generates recommendations.
Prerequisites: MRK 1103
MRK 2123 Digital Marketing Essentials (2-2-3)
The course explores new media marketing, including social, mobile, and search marketing. It examines how marketers operate in a dynamic business environment and equips students to apply digital strategies that enhance performance and competitiveness. Using Digital Marketing Institute (DMI) content, students gain globally benchmarked skills through hands-on projects in AI-driven content creation, customer engagement, campaign optimization, and analytics for future-ready careers.
MRK 3023 Marketing of Services (2-2-3)
This course examines how service organizations design and enhance customer experiences through effective service quality and marketing strategies. Emphasizing the GAP Model of Service Quality and integrated service marketing communications, the course fosters a customer-centric mindset. Co-developed with a hospitality industry partner, the course is designed to incorporate experiential learning, enabling students to apply theory in real-world contexts and develop professional competencies in service management, particularly the delivery of customer-centric experiences and moments.
MRK 3033 Branding (2-2-3)
The course explores the issues and challenges commonly faced by brand managers. Topics include an introduction to brands and brand management, identifying and establishing brand positioning and values, planning and implementing brand marketing programs, measuring and interpreting brand equity, and growing and sustaining brand equity. The course provides theoretical and practical knowledge necessary for successful brand management.
MRK 3113 Digital Marketing (2-2-3)
The course explores new media marketing, including social, mobile, and search marketing. It examines how marketers operate in a dynamic business environment and equips students to apply digital strategies that enhance performance and competitiveness. Using Digital Marketing Institute (DMI) content, students gain globally benchmarked skills through hands-on projects in AI-driven content creation, customer engagement, campaign optimization, and analytics for future-ready careers.
Prerequisites: MRK 1103
MRK 3123 Strategic Marketing Management (2-4-3)
The course seeks to equip students with skills to identify, develop, integrate and deploy various strategic marketing tools and frameworks for use in competitively positioning an organisation to achieve superior performance. Students will be immersed in simulated business environments and required to conduct environmental scanning as a way to determine an organisation's market position and antecedent influences thereon, before formulating and deploying requisite strategic marketing options to help the organisation respond to its marketing environment while delivering customer value.
MRK 3133 Managing Customer Relationships (2-4-3)
The course introduces students to the core concepts, strategies and tools of Customer Relationship Management (CRM) with a focus on marketing and sales applications. The course emphasizes creating customer loyalty, leveraging market intelligence and embedding CRM systems within business operations. Students will analyze CRM models, manage customer experiences and journeys, and apply marketing automation tools. Key components include developing email marketing plans and using CRM software for sales and service automation.
MRK 3616 MRK Apprenticeship I (0-24-6)
This applied course seeks to equip students with the skills and competences to apply theoretical concepts acquired from marketing courses into a real-life apprenticeship organization. Students will learn and practice problem-solving through various allocated tasks, engage with stakeholders to identify their expectations and work in teams on allocated tasks or projects to achieve set targets. The course will require students to review existing marketing practices in their respective organisations focusing primarily on managing customer relationships and overall strategic marketing.
MRK 4033 Digital Tools and Techniques (2-2-3)
The Digital Tools and Techniques course equips students with practical skills in applying digital marketing tools, analytics, and AI applications to enhance customer engagement and support sustainable business growth. Students learn to plan, design, execute, and evaluate digital marketing campaigns through authentic, project-based learning. Emphasis is placed on responsible use of AI, ethical and sustainable digital practices, and data-driven decision-making. This course has been developed in collaboration with an industry partner, and students will work on a live case study.
Prerequisites: MRK 3113
MRK 4043 Retail Marketing (2-2-3)
The course provides an in-depth understanding of the key elements of contemporary retail management issues and the diverse factors that exert their influence on the sector. Traditional retailing topics such as retail environment, merchandise, and operational strategies are examined, along with the issues pertaining to the nature of omnichannel, e-tailing, and e-commerce. Students will reflect on the impact of technology within the context of retailing and demonstrate the methods and application of contemporary retailing.
MRK 4053 Search Engine Marketing (2-2-3)
This was developed in conjunction with an industry partner from TikTok and seeks to equip students with the skills and competences to explore Search Engine Marketing (SEM) essentials. Learners will delve into search engine algorithms, conduct keyword research, and master on-page and off-page SEO techniques. They will learn PPC advertising fundamentals with Google Ads and Bing Ads, including ad copywriting and extensions. Additionally, learners will explore display advertising, shopping ads, mobile optimization, local search strategies, and SEM performance tracking through analytics.
Prerequisites: MRK 2123
MRK 4063 Research for Marketing (2-2-3)
This course equips students with the essential skills to design, conduct, and apply marketing research for data-driven decision-making. Through a blend of theory and hands-on practice, students explore ethical research practices, formulate research questions, and master both qualitative and quantitative methods, including surveys, focus groups, and secondary data analysis. Emphasis is placed on developing research proposals, sampling strategies, data analysis, and communicating findings through professional reports.
MRK 4073 Social Media Marketing (2-2-3)
The course covers a range of skills and competencies needed to become a social media marketing specialist. It equips students with skills to design and develop targeted social media marketing plans in in an increasingly digital world. The course applies the four zones of Social Media Marketing to a brand, covering how an organization can leverage off Social Media Marketing platforms for competitive advantage. The course develops in-depth skills to facilitate the integration of various social media marketing platforms to delver a coherent integrated strategy.
MRK 4133 Marketing Performance Management (2-4-3)
This course explores the key performance indicators (KPIs) and measurement techniques used to assess the effectiveness of marketing campaigns and strategies. The course covers a variety of marketing indicators such as customer acquisition cost (CAC), churn rate (CR), customer lifetime value (CLV), return on investment (ROI), conversion rate, and many more. Students learn how to identify the right KPIs for tracking specific marketing goals and how to use these KPIs to make data-driven decisions. The course uses industry visits and case studies to develop practical, analytical skills
Prerequisites: MRK 2003
MRK 4143 AI in Marketing (2-4-3)
This course, (co-developed with an industry partner from Google Europe), examines the transformative role of AI in modern marketing using Huang & Rust’s (2020) Strategic AI Framework. Students explore mechanical AI (automation), thinking AI (analytics/prediction), and feeling AI (emotion/experience) across research, strategy, and action. Topics include machine learning, NLP, and personalization. Through case studies and projects, students apply AI to segmentation, content, and campaign automation with an emphasis on ethics, critical thinking, and professional readiness.
MRK 4213 Digital Marketing Capstone Project (2-4-3)
This capstone course focuses on students utilizing their knowledge and research skills from the marketing program to create and execute a detailed digital marketing project for a small business. The aim is to blend concepts from various courses to explore real-world applications. Students also undergo self-paced digital marketing training and certification and then apply these skills in a chosen small business to demonstrate digital marketing proficiency and to evaluate its impact on small businesses.
MRK 4716 MRK Apprenticeship II (0-24-6)
This applied course seeks to help students consolidate skills and competences acquired from marketing courses and apply them in a real-life apprenticeship organization. Students will learn polish their problem-solving skills through engagement with and management of stakeholder expectations and take charge / lead on allocated tasks or projects to achieve set targets. The course will require students to review existing marketing practices in their respective organisations focusing primarily on marketing performance management, use of AI in Marketing to produce a digital capstone project.