Marketing
This is an archived copy of the 2020-2021 catalog. To access the most recent version of the catalog, please visit https://hctcatalog.hct.ac.ae.
Admission to Program
Admission to the program is explained in the HCT Admission Policy described in the Academic Policies section of this Catalog.
Program Mission
The Bachelor of Marketing program seeks to produce graduates able to function effectively in managerial and practitioner roles in the specialized field of Marketing. Graduates will have the skills, values and ability to explain, analyze and evaluate complex Marketing processes in local and global contexts, while demonstrating the ability to work independently, or in teams, to think critically, solve problems, make recommendations for improvements, and use advanced Marketing tools.
Program Description
The Marketing program and digital concentration will equip the student with the latest digital marketing knowledge and skills needed in today’s globalized economy.
During the program students will develop knowledge of digital marketing using the latest tools and techniques. Through the application of the knowledge gained, they will understand how to develop digital marketing strategies leading to competitive advantage.
The main topics covered include: Consumer Behavior, Integrated Marketing Communications, Brand Management, International Marketing, Digital Marketing, Social Media and Mobile Marketing.
In addition to the core Marketing qualification, the program offers a concentration in Digital Marketing.
For the Digital Marketing concentration, students take – MRK 3113, MRK 4033, MRK 4113, BNA 4113 and MRK 4123 elective courses.
Upon the successful completion of 117 credits, students may commence their Research Project (MRK 4203).
Students will have the option to graduate with a Higher Diploma in Marketing upon the successful completion of 102 credits inclusive of the two internship courses.
Program Goals
Develop graduates who possess the
- Current knowledge and understanding of key areas of the Marketing field, their interrelationship and application.
- Ability to use the Marketing tools, think critically, and conduct applied research.
- Necessary key success skills in business.
- In depth knowledge of the Marketing field and its interrelationship and application across business environments.
Program Learning Outcomes
Degree Level
Students will be able to…
- Demonstrate knowledge of functional business areas.
- Utilize tools to solve problems in marketing management.
- Conduct research and evaluate arguments, concepts, and data, in marketing management.
- Demonstrate self-development and the ability to work independently and in teams.
- Apply ethical principles to decisions made in global and local contexts, including issues related to sustainability and societal responsibility.
- Utilize effective oral and written Arabic and English communication in business.
- Apply business principles utilizing technology to various real-world situations.
Higher Diploma Exit
Students will be able to…
- Demonstrate knowledge of Marketing areas and tools to develop comprehensive and coordinated marketing strategies.
- Use appropriate tools to solve problems in marketing contexts such as marketing tools concerning the four Ps and IMC to effectively promote products and/or services.
- Conduct research and evaluate arguments, concepts, and data, to examine issues in Marketing such as effective environmental scanning and consumer needs and preferences.
- Demonstrate self-development and the ability to work independently and in teams.
- Make ethical decisions in global and local Marketing contexts, including issues related to sustainability and societal responsibility.
- Effectively communicate in Arabic and English in both oral and written forms in business contexts.
Completion Requirements
Bachelor of Marketing
Students must successfully complete a minimum of 132 credits, including:
Code | Title | Credit Hours |
---|---|---|
Business Core Courses | 54 | |
Marketing Core Courses | 30 | |
Marketing Elective Courses | 15 | |
General Studies | 33 | |
Total Credit Hours | 132 |
Higher Diploma in Marketing Exit Option
Students must successfully complete a minimum of 102 credits, including:
Code | Title | Credit Hours |
---|---|---|
Business Core Courses | 54 | |
Marketing Courses | 18 | |
General Studies | 30 | |
Total Credit Hours | 102 |
Code | Title | Credit Hours |
---|---|---|
Business Core Courses | ||
Required Credits: 54 | ||
ACC 1003 | Fundamentals of Financial Accounting | 3 |
ACC 1103 | Managerial Accounting | 3 |
BIS 3003 | Business Information Systems | 3 |
ECO 1003 | Microeconomics | 3 |
ECO 1103 | Macroeconomics | 3 |
FIN 2003 | Financial Management | 3 |
INT 2156 | Business Internship I | 6 |
INT 3156 | Business Internship II | 6 |
LAW 3103 | Business and Commercial Law | 3 |
MGT 1003 | Principles of Management | 3 |
MGT 2103 | Organizational Behaviour | 3 |
MGT 3003 | Business Ethics and Corporate Governance | 3 |
MGT 3103 | Business Simulation and Project Management | 3 |
MRK 1103 | Principles of Marketing | 3 |
OPM 2103 | Operations Management | 3 |
STS 2003 | Business Statistics | 3 |
Marketing Core Courses | ||
Required Credits: 30 | ||
MRK 2003 | Consumer Behaviour | 3 |
MRK 2103 | Marketing Metrics | 3 |
MRK 3003 | Integrated Marketing Communications | 3 |
MRK 3013 | Marketing Research | 3 |
MRK 3103 | Brand Management | 3 |
MRK 4003 | Social Media and Mobile Marketing | 3 |
MRK 4013 | Strategic Marketing | 3 |
MRK 4023 | Customer Relationship Management | 3 |
MRK 4103 | Services Marketing | 3 |
MRK 4203 | Marketing Plan Project | 3 |
Marketing Elective Courses | ||
Required Credits: 15 | ||
BNA 4113 | Applied Marketing Analytics and Reporting | 3 |
MRK 3113 | Digital Marketing | 3 |
MRK 4033 | Digital Tools and Techniques | 3 |
MRK 4113 | Data- Driven B2B Marketing | 3 |
MRK 4123 | Contemporary Retailing | 3 |
General Studies | ||
Required Credits: 33 | ||
English, Arabic or other Languages | ||
Required Credits: 12 | ||
Humanities or Arts | ||
Required Credits: 3 | ||
Information Technology or Mathematics | ||
Required Credits: 6 | ||
The Natural Sciences | ||
Required Credits: 3 | ||
The Social or Behavioral Sciences | ||
Required Credits: 9 |
Concentration
Digital Marketing Concentration
Concentration Name: Digital Marketing Concentration
Total Credit Hours: 15
Concentration Curriculum:
Code | Title | Credit Hours |
---|---|---|
BNA 4113 | Applied Marketing Analytics and Reporting | 3 |
MRK 3113 | Digital Marketing | 3 |
MRK 4033 | Digital Tools and Techniques | 3 |
MRK 4113 | Data- Driven B2B Marketing | 3 |
MRK 4123 | Contemporary Retailing | 3 |
Concentration Code: DMK |
Concentration Electives:
Description | Data |
---|---|
Total Required Credits | 132 |
Maximum Duration of Study | 6 years |
Minimum Duration of Study | 4 years |
Cost Recovery Program | No |
Program Code | BUMRK |
Major Code | MRK |
Recommended Sequence of Study
Year 1 | ||
---|---|---|
Semester 1 | Credit Hours | |
ACC 1003 | Fundamentals of Financial Accounting | 3 |
ECO 1003 | Microeconomics | 3 |
LSM 1003 | Applied Mathematics | 3 |
LSS 1003 | Life and Future Skills | 3 |
MGT 1003 | Principles of Management | 3 |
Credit Hours | 15 | |
Semester 2 | ||
ACC 1103 | Managerial Accounting | 3 |
ECO 1103 | Macroeconomics | 3 |
LSC 1103 | Professional Communication and Reporting | 3 |
LSS 1123 | Basic Research Methods | 3 |
MRK 1103 | Principles of Marketing | 3 |
Credit Hours | 15 | |
Year 2 | ||
Semester 3 | ||
BUS 2403 | Innovation and Entrepreneurship | 3 |
FIN 2003 | Financial Management | 3 |
ICT 2013 | Computational Thinking and Coding | 3 |
MRK 2003 | Consumer Behaviour | 3 |
STS 2003 | Business Statistics | 3 |
Credit Hours | 15 | |
Semester 4 | ||
AES 1003 | Emirati Studies | 3 |
MGT 2103 | Organizational Behaviour | 3 |
LSN 1113 | Introduction to Sustainability | 3 |
MRK 2103 | Marketing Metrics | 3 |
OPM 2103 | Operations Management | 3 |
Credit Hours | 15 | |
Summer | ||
INT 2156 | Business Internship I | 6 |
Credit Hours | 6 | |
Year 3 | ||
Semester 5 | ||
BIS 3003 | Business Information Systems | 3 |
LSC 2223 | Future Skills Capstone | 3 |
MGT 3003 | Business Ethics and Corporate Governance | 3 |
MRK 3003 | Integrated Marketing Communications | 3 |
MRK 3013 | Marketing Research | 3 |
Credit Hours | 15 | |
Semester 6 | ||
AES 1013 | Arabic Communications I | 3 |
LAW 3103 | Business and Commercial Law | 3 |
MGT 3103 | Business Simulation and Project Management | 3 |
MRK 3103 | Brand Management | 3 |
1 Elective Course | 3 | |
Credit Hours | 15 | |
Summer | ||
INT 3156 | Business Internship II | 6 |
Higher Diploma in Marketing Exit | ||
Credit Hours | 6 | |
Year 4 | ||
Semester 7 | ||
AES 1033 | Islamic Culture | 3 |
MRK 4003 | Social Media and Mobile Marketing | 3 |
MRK 4013 | Strategic Marketing | 3 |
MRK 4023 | Customer Relationship Management | 3 |
1 Elective Courses | 3 | |
Credit Hours | 15 | |
Semester 8 | ||
MRK 4103 | Services Marketing | 3 |
MRK 4203 | Marketing Plan Project | 3 |
3 Electives | 9 | |
Credit Hours | 15 | |
Total Credit Hours | 132 |
Eseroghene Udjo, Ph.D., University of Natural Resources & LS – Austria, Marketing
Fatmah Mohamed Salim Al Sereidi, Masters - Human Resource Management, The University of Liverpool – United Kingdom, Marketing
Giovanna Bejjani, Masters – Marketing, University of New South Wales – Australia, Marketing
Kian Tan, Masters - Advanced Info Systems & Management, University of New South Wales – Australia, Marketing / Information Systems
Manal Abdel Wahed, Masters in International Business & Marketing, University of Wollongong – Dubai, International Business / Marketing
Michael Grantham, Master of Business Administration, Griffith University – Australia, Marketing
Nikola Perovic, Ph.D., University of Montenegro – Montenegro, Marketing / Economics
Omar Al Serhan, Ph.D., Cardiff Metropolitan University – United Kingdom, Marketing
Pedro Coelhoso, Ph.D., Universidade Fernando Pessoa – Portugal, Marketing / Information Communication
Pedro Longart Cuesta, Ph.D., Coventry University – United Kingdom, Marketing / Business Administration
Rafika Ben Guirat Ep Lassoued, Ph.D., University of Rennes 1 – France, Marketing
Rola Noun, Master of Business Administration, University of Leicester – United Kingdom, Marketing
Sathya Sivaprakasam, Ph.D., Madurai Kamaraj University – India, Marketing / Business
Stauroula Kalogeras, Ph.D., The University of Hull – United Kingdom, Culture & Media / Communications
Yasser Bentahar, Ph.D., University of Salento – Italy, Marketing / E-Business