Marketing
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 are eligible for a one year Work Experiential Learning experience during their study.
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.
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 | |
| 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 | Digital Marketing Project | 3 |
| Marketing Elective Courses | ||
| Required Credits: 15 | ||
| BNA 4113 | Applied Data 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 Data 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 | ||
| 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 | 3 |
| LAW 3103 | Business and Commercial Law | 3 |
| MGT 3103 | Business Simulation and Project Management | 3 |
| MRK 3103 | Brand Management | 3 |
| MRK 3113 | Digital Marketing | 3 |
| Credit Hours | 15 | |
| Summer | ||
| INT 3156 | Business Internship II | 6 |
| 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 |
| MRK 4033 | Digital Tools and Techniques | 3 |
| Credit Hours | 15 | |
| Semester 8 | ||
| BNA 4113 | Applied Data Analytics and Reporting | 3 |
| MRK 4103 | Services Marketing | 3 |
| MRK 4113 | Data- Driven B2B Marketing | 3 |
| MRK 4123 | Contemporary Retailing | 3 |
| MRK 4203 | Digital Marketing Project | 3 |
| Credit Hours | 15 | |
| Total Credit Hours | 132 | |
Alfred Miller, Ph.D, Northcentral University, United States
Emad Masoud, Ph.D, Amman Arab University, Jordan
Eseroghene Udjo, Ph.D, University of Natural Resources & LS, Austria
Fatmah Mohamed Salim Al Sereidi, Masters, The University of Liverpool, United Kingdom
Giovanna Bejjani, Master of Commerce - Advanced (UNSW), University of New South Wales, Australia
Kian Tan, Master of Commerce, University of New South Wales, Australia
Marilou Fernandez, Master of Business Administration, Manuel L Quezon University, Philippines
Manal Abdel Wahed, Master of International Business, University of Wollongong, United Arab Emirates
Marilou Maderazo, Ph.D, Batangas State University, Philippines
Nana Osei-Bonsu, Ph.D, Aalto University School of Economics, Finland
Omar Al Serhan, Ph.D, Cardiff Metropolitan University, United Kingdom
Pedro Coelhoso, Ph.D, Universidade Fernando Pessoa, Portugal
Pedro Longart Cuesta, Ph.D, Coventry University, United Kingdom
Rola Noun, Master of Business Administration, University of Leicester, United Kingdom
Roudaina Houjeir, Ph.D, University of Westminster, United Kingdom
Sathya Sivaprakasam, Ph.D, Madurai Kamaraj University, India
Sergiy Spivakovskyy, Ph.D, European University, Ukraine
Shiladitya Verma, Ph.D, Barkatullah University, India
Stauroula Kalogeras, Ph.D, The University of Hull, United Kingdom
Tabani Ndlovu, Ph.D, Oxford Brookes University, United Kingdom
Yasser Bentahar, Ph.D, University of Salento, Italy