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

This course introduces students to the core concepts and processes of marketing and their application in contemporary business contexts. Students explore how organizations analyze markets, gather and use market information, segment and target customers, and position offerings effectively. Through project-based and applied learning, the course develops practical skills in designing and applying the marketing mix for consumer goods and services, enabling students to make informed, customer-focused marketing decisions.

Prerequisites: MGT 1003

MRK 2003 Consumer Behaviour (2-2-3)

This course combines consumer behavior theory with applied marketing strategy. Students will identify market challenges and opportunities by analyzing internal and external factors that influence consumer decision-making. Through project-based learning, case studies and applied research, students will examine how consumers think, choose and behave, using these insights to design consumer-centric marketing, segmentation and targeting strategies that enhance customer satisfaction and loyalty. The course was co-developed with an industry partner who is a Founder of Blending Pot, a UAE-based firm.

Prerequisites: MRK 1103

MRK 2113 Marketing Communications (2-2-3)

This course introduces the core principles of Integrated Marketing Communications (IMC) and their application in developing cohesive brand communication strategies. Co-developed with the Head of Corporate Communication at Kreston Menon, the course guides students through the IMC planning process and the effective use of traditional and digital communication tools. Through applied learning, students develop the skills to integrate multiple communication elements, evaluate the effectiveness of IMC plans, and generate strategic recommendations to enhance brand performance.

Prerequisites: MRK 1103

MRK 2123 Digital Marketing Essentials (2-2-3)

This course integrates digital marketing strategy with innovation and analytics in a dynamic business environment, based on globally-benchmarked Digital Marketing Institute (DMI) content. Students explore social, mobile, search and emerging media to identify market opportunities and design effective digital campaigns. Through project-based learning, students apply AI-driven content creation, customer engagement, campaign optimization, and analytics tools to develop ethical, data-informed digital marketing solutions that enhance organizational performance and competitiveness.

MRK 3023 Marketing of Services (2-2-3)

This course explores how service organizations design, manage, and enhance customer experiences through service quality and customer-centric marketing strategies. Co-designed and developed with industry input from Ajman Hotel by Blazon, the course introduces key frameworks such as the GAP Model of Service Quality and integrated service marketing communications. Through experiential learning, students apply theory to real-world service contexts and develop professional competencies in delivering and managing effective customer-centric service experiences.

MRK 3033 Branding (2-2-3)

This course integrates strategic brand theory with applied, project-based learning to develop practical brand management skills. Students examine how brands are created, positioned, measured and sustained in competitive markets. Through live industry case studies, real-world projects, and partner-led activities, students analyze brand equity, brand architecture, and marketing communications to design strategies that build strong, valuable and sustainable brands. The course was co-developed with industry partners from RAKEZ who reviewed and contributed to the CLOs, content and assessments.

MRK 3113 Digital Marketing (2-2-3)

This course integrates digital marketing strategy with innovation and analytics in a dynamic business environment, based on globally-benchmarked Digital Marketing Institute (DMI) content. Students explore social, mobile, search and emerging media to identify market opportunities and design effective digital campaigns. Through project-based learning, students apply AI-driven content creation, customer engagement, campaign optimization, and analytics tools to develop ethical, data-informed digital marketing solutions that enhance organizational performance and competitiveness.

Prerequisites: MRK 1103

MRK 3123 Strategic Marketing Management (2-2-3)

This course integrates strategic marketing analysis with decision-making in competitive business environments. Students engage in simulated business scenarios to conduct environmental scanning and assess organisational market positions. Using strategic marketing tools and frameworks, students develop and implement marketing responses that enhance competitive positioning and customer value. The course builds analytical and strategic skills needed to respond effectively to changing marketing environments and drive organisational performance.

MRK 3133 Managing Customer Relationships (2-2-3)

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 course combines applied marketing knowledge with immersive apprenticeship-based learning co-delivered with industry partners. Students engage with real organisational marketing challenges and apply theoretical concepts through problem-solving, teamwork, and stakeholder engagement in professional settings. Through practice-based learning, students review and improve organisational marketing practices, with a focus on customer relationship management and strategic marketing, developing the practical skills, professional judgement, and work-readiness required for contemporary marketing roles

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

This course combines digital marketing tools, analytics and artificial intelligence to address real-world business challenges. Students will identify customer engagement and growth opportunities and develop data-driven marketing solutions using AI-enabled tools, analytics platforms and design technologies. Through project-based learning and a live industry case, students will plan, design, implement and evaluate digital marketing campaigns. The course emphasizes ethical AI use, sustainable digital practices, informed decision-making and was co-developed with Hilton Hotel Fujairah City.

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 introduces the fundamental principles and practices of marketing research for informed, data-driven decision-making. Co-developed with L’Oréal Middle East, the course guides students through the research process, from defining research problems and applying ethical research practices to using qualitative and quantitative methods such as surveys, focus groups and secondary data analysis. Through applied learning, students develop skills in research design, sampling, data analysis and the effective communication of research findings through professional reports.

MRK 4073 Social Media Marketing (2-2-3)

This course equips students with the skills to design and implement effective social media marketing strategies in a digital environment. Co-developed with industry partners from Kreston Menon and L’Oréal, the course explores core social media marketing concepts and the application of the four social media marketing zones. Through applied and project-based learning, students create targeted, ethical and integrated social media campaigns that align with brand objectives and enhance competitive advantage.

MRK 4133 Marketing Performance Management (2-2-3)

This course introduces students to key performance indicators (KPIs) and analytics used to evaluate marketing effectiveness. Co-developed with the management of Ajman Hotel, the course covers essential metrics such as customer acquisition cost (CAC), churn rate (CR), customer lifetime value (CLV), return on investment (ROI), and conversion rates. Students develop data-driven skills to select relevant metrics, assess marketing performance and make as well as support informed marketing decisions.

Prerequisites: MRK 2003

MRK 4143 AI in Marketing (2-2-3)

This course explores the strategic application of artificial intelligence in modern marketing using Huang and Rust’s Strategic AI Framework. Co-developed with industry partners from Google Europe, the course examines mechanical, thinking and feeling AI across marketing research, strategy and execution. Through case studies, hands-on projects and industry-aligned tools, students apply machine learning, analytics, NLP and personalization to segmentation, content creation and campaign automation, with a strong emphasis on ethics, critical thinking and professional readiness.

MRK 4213 Digital Marketing Capstone Project (2-4-3)

This capstone course integrates applied research with industry-aligned digital marketing practice and is co-developed and co-delivered with industry partners including Coldwell Banker UAE. Co-delivery with industry is done through immersive, hands-on, applied project work . Students tackle real life business challenges by designing, implementing and evaluating comprehensive digital marketing solutions. Using data-informed, evidence-based strategies, supported by self-paced training and professional certification, students assess marketing effectiveness and enhance business performance.

Prerequisites: MRK 4063, MRK 4033

MRK 4716 MRK Apprenticeship II (0-24-6)

This course combines applied marketing practice with immersive, practice-based apprenticeships co-delivered with industry to develop work-ready graduates. Students engage with real organisational marketing challenges and apply practical marketing, problem-solving and stakeholder management skills in professional contexts. Through workplace-based learning, students review and enhance organisational marketing practices, including marketing performance management and the use of AI in marketing, building the skills and confidence required for effective participation in contemporary marketing roles