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

  1. Demonstrate knowledge of functional business areas.
  2. Utilize tools to solve problems in marketing management.
  3. Conduct research and evaluate arguments, concepts, and data, in marketing management.
  4. Demonstrate self-development and the ability to work independently and in teams.
  5. Apply ethical principles to decisions made in global and local contexts, including issues related to sustainability and societal responsibility.
  6. Utilize effective oral and written Arabic and English communication in business.
  7. 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:

Business Core Courses54
Marketing Core Courses30
Marketing Elective Courses15
General Studies33
Total Credit Hours132
Business Core Courses
Required Credits: 54
ACC 1003Fundamentals of Financial Accounting3
ACC 1103Managerial Accounting3
BIS 3003Business Information Systems3
ECO 1003Microeconomics3
ECO 1103Macroeconomics3
FIN 2003Financial Management3
INT 2156Business Internship I6
INT 3156Business Internship II6
LAW 3103Business and Commercial Law3
MGT 1003Principles of Management3
MGT 2103Organizational Behaviour3
MGT 3003Business Ethics and Corporate Governance3
MGT 3103Business Simulation and Project Management3
MRK 1103Principles of Marketing3
OPM 2103Operations Management3
STS 2003Business Statistics3
Marketing Core Courses
Required Credits: 30
MRK 2003Consumer Behaviour3
MRK 2103Marketing Metrics3
MRK 3003Integrated Marketing Communications3
MRK 3013Marketing Research3
MRK 3103Brand Management3
MRK 4003Social Media and Mobile Marketing3
MRK 4013Strategic Marketing3
MRK 4023Customer Relationship Management3
MRK 4103Services Marketing3
MRK 4203Digital Marketing Project3
Marketing Elective Courses
Required Credits: 15
BNA 4113Applied Data Analytics and Reporting3
MRK 3113Digital Marketing3
MRK 4033Digital Tools and Techniques3
MRK 4113Data- Driven B2B Marketing3
MRK 4123Contemporary Retailing3
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:
BNA 4113Applied Data Analytics and Reporting3
MRK 3113Digital Marketing3
MRK 4033Digital Tools and Techniques3
MRK 4113Data- Driven B2B Marketing3
MRK 4123Contemporary Retailing3
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


Plan of Study Grid
Year 1
Semester 1Credit 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 Hours15
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 Hours15
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 Hours15
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 Hours15
Summer
INT 2156 Business Internship I 6
 Credit Hours6
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 Hours15
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 Hours15
Summer
INT 3156 Business Internship II 6
 Credit Hours6
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 Hours15
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 Hours15
 Total Credit Hours132

Alfred Miller, PhD (E-Commerce), Northcentral University, United States 

Emad Masoud, PhD (Marketing), Amman Arab University, Jordan 

Eseroghene Udjo, PhD (Strategic Marketing), University of Natural Resources & LS, Austria 

Fatmah Mohamed Salim Al Sereidi, Masters (Human Resource Management), The University of Liverpool, United Kingdom 

Giovanna Bejjani, Master of Commerce (Marketing), University of New South Wales, Australia 

Kian Tan, Master of Commerce (Advanced Info Systems & Mgt), University of New South Wales, Australia 

Manal Abdel Wahed, MA International Business (International Business), University of Wollongong, United Arab Emirates 

Marilou Fernandez, MBA, University of the Philippines, Philippines 

Marilou Maderazo, PhD (Business Administration), Batangas State University, Philippines 

Nana Osei-Bonsu, PhD (Economics and Business Admin), Aalto University School of Economics, Finland 

Omar Al Serhan, PhD (Marketing), Cardiff Metropolitan University, United Kingdom 

Pedro Coelhoso, PhD (Information Communication), Universidade Fernando Pessoa, Portugal 

Pedro Longart Cuesta, PhD (Business), Coventry University, United Kingdom 

Pranav Kumar, PhD (Marketing Universiti Utara Malaysia), Malaysia 

Rola Noun, MBA (Marketing), University of Leicester, United Kingdom 

Roudaina Houjeir, PhD (Marketing), University of Westminster, United Kingdom 

Sathya Sivaprakasam, PhD (Business Admin (OB/HR)), Madurai Kamaraj University, India 

Sergiy Spivakovskyy, PhD (Economic Sciences), European University, Ukraine 

Shiladitya Verma, PhD (Applied Eco & Bus Mgt), Barkatullah University, India 

Stauroula Kalogeras, PhD (Culture and Media), The University of Hull, United Kingdom 

Tabani Ndlovu, PhD (Corporate Governance), Oxford Brookes University, United Kingdom 

Walid Slaiby, PhD (Business & Economics with Marketing Minor), Aix Marseille University, Marseille, France