MRK - Marketing (MRK)

MRK 1103 Principles of Marketing (2-2-3)

The course introduces basic concepts of Marketing, develops an understanding of the overall process of marketing including the marketing concept, marketing research, planning, implementation and control of marketing activities in the contemporary business environment. The main emphasis is on developing an understanding of the marketing concept and its relevance to business in general and the UAE organisations in particular. Students will be exposed to key developments in the marketing domain including the the advent of Artificial Intelligence (AI) as well as digital marketing.

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 2103 Marketing Metrics (2-2-3)

Marketing Metrics 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 metrics 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 metrics for tracking specific marketing goals and how to use these metrics to make data-driven decisions.

Prerequisites: MRK 2003

MRK 3003 Integrated 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 2003

MRK 3013 Marketing Research (2-2-3)

This course offers students in-depth knowledge of conducting research related to products, brands, and customers, giving them hands-on marketing research experience. The course builds students' comprehension of ethical research practices, determining research questions, designing research methodologies, and exposes them to various primary and secondary research methodologies. Marketing research projects extend students' comprehension of marketing research to the ability to designing marketing research processes and interpreting and reporting findings for research-driven marketing decisions.

Prerequisites: MRK 2103

MRK 3103 Brand Management (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.

Prerequisites: MRK 2103, MRK 2003

MRK 3113 Digital Marketing (2-2-3)

The course covers new media marketing including social, mobile and search, revolutionising how marketers operate. It equips students with the skills they need to be successful in an increasingly digital world. The course examines the power of applying digital concepts across marketing functions and how digital marketing has entrenched itself as a lever for marketing competitive advantage.

Prerequisites: MRK 1103

MRK 4003 Social Media and Mobile Marketing (2-2-3)

The course covers a range of skills and competencies needed to become a mobile marketing specialist. It equips students with skills to design and develop targeted social media and mobile marketing plans in in an increasingly digital world. The course applies the four zones of Social Media Marketing to a brand, covering how an organisation can leverage off Social Media and Mobile Marketing platforms for competitive advantage. The course develops in-depth skills to facilitate the integration of various social media and mobile marketing platforms to delver a coherent integrated strategy.

Prerequisites: MRK 3113

MRK 4013 Strategic Marketing (2-2-3)

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.

Prerequisites: MRK 1103

MRK 4023 Customer Relationship Management (2-2-3)

This course covers the fundamental concepts and methods of customer relationship management (CRM). It focuses on the CRM application in Marketing and Sales. It explores the benefits of creating customer loyalty, developing market intelligence, and embedding a customer relationship management system into organizations. Moreover, it helps students to develop effective CRM strategies to help companies align their business processes with a customer-centric approach using people, technology, and knowledge.

MRK 4033 Digital Tools and Techniques (2-2-3)

The course focuses on applying various digital marketing tools and techniques to enhance value creation, delivery and capture. Areas covered include evaluation, design and development of successful digital marketing campaigns that maximize value for both businesses and customers. The core is on the analysis, design and development, deployment, and measurement of digital marketing campaigns using digital tools and techniques to enhance customer engagement, experience and satisfaction.

Prerequisites: MRK 3113

MRK 4103 Services Marketing (2-2-3)

This course examines the significant challenges faced by service providers and how customer focus is successfully implemented in service-based firms. The course covers an overview of services marketing, the gaps model of service quality, understanding the consumer in services marketing, standardizing and coordinating the supply of services, the individuals who provide and perform services as well as promotion and pricing tactics.

Prerequisites: MRK 3103

MRK 4113 Business-to Business Marketing (2-2-3)

The course equips students with an understanding of what business to business marketing is and how it is applied to key applications that generate B2B value, including the ability to successfully analyze issues around CSR, sustainability and building as well as maintaining B2B marketing relationships. Course coverage includes how organizations and entire industry sectors conduct and use market research to enable B2B market segmentation, targeting and positioning, as well market communications and the resulting impact of all these factors on B2B portfolios, supply chain utilization and costs.

Prerequisites: MRK 4013, MRK 4023

MRK 4123 Contemporary Retailing (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.

Prerequisites: MRK 3113

MRK 4203 Digital Marketing Project (2-2-3)

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.

Prerequisites: MRK 3013, MRK 4033