Innovation and Creativity (ENTR310)

The path to entrepreneurship lies through creativity and innovation. Creativity while the basic ingredient is not sufficient for innovation. Innovation also requires the development, production and implementation of that creative idea. However, the key difference between creativity and innovation is execution. And the process by which creative ideas become useful innovations is called Entrepreneurship. The students will be encouraged to be creative through simple projects that will exercise their minds and make them think in a very different way. They will also learn that creative ideas do not make people successful but it is the other way around. The difference between innovation and invention will also be ingrained again through some simple student assignments. Finally, to understand the essence of innovation they will be taught that it is necessary to examine the main characteristics of entrepreneurs such as opportunistic mind set, formal training to detect new opportunities and a high degree of persistence as they are the driving force of innovation.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Discover how innovation creates value and grows ventures.
2. Discuss innovation management strategies and tactics.
3. Explain the sources and applications of innovation.
4. Identify key characteristics of creative individuals and environments.
5. Recognize how networks contribute to resource mobilization in innovation.
6. Relate innovation concepts to current UAE national innovation strategy.
7. Describe how both creativity and innovation are essential for a firm’s survival and growth.

Sustainable Entrepreneurship (ENTR325)

This course explores sustainable entrepreneurship as a business-driven approach that integrates social and business value through shared innovation. Students will learn key theoretical frameworks, tools, and strategies for identifying sustainable business opportunities and clean technology trends. Through case studies, they will analyze company practices, assess business models, and apply sustainability principles. The course emphasizes practical applications, guiding students to develop sustainable business models that enhance profitability and environmental impact. A hands-on research project will allow students to empirically evaluate market trends and sustainability challenges, preparing them to integrate sustainability into strategic business decisions.

Credit Hours : 3

Prerequisites

• MGMT201

Course Learning Outcomes

At the end of the course, students will be able to :

1. Discuss the concepts of sustainable entrepreneurship and shared innovation as well as the changing dynamics of nature–human interdependencies.
2. Identify the challenges of the future and examples of innovators in implementing successful green strategies.
3. Apply different frameworks and tools to exploit a business opportunity within the domain of sustainable entrepreneurship.
4. Develop a shared innovative business models in the sustainability domains considering the prevalent and future business trends.

Social Entrepreneurship (ENTR330)

Social Entrepreneurship has been lately embraced by the world of business and interest in it continues to soar. It is still evolving with no clear definition. The question is what differentiates a Social Entrepreneur from a plain old vanilla entrepreneur as all Entrepreneurship at one level is social as it generates jobs and stimulates the economy. If a firm recycles used materials and installs solar panels on its roof, it is socially responsible. In fact a firm does not have to be a Not-for-Profit to be socially responsible. The course will try to make the student understand the different dimensions and set a baseline for understanding social entrepreneurship. The course will focus on problem solving, developing innovative solutions and the emerging needs in the social development sector. Further the course will teach through examples and short case studies on how to develop innovative ventures with exponentially scalable models that can trigger or enable social change in GCC and especially UAE. At the end of the course it is expected that students will realize that Social Entrepreneurs are problem solvers, not idealists. Moreover, they are driven by innovation and not charity. And that they do not believe in getting grants or handouts, rather they use entrepreneurial strategies to effect social change.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Describe the social entrepreneurship process and idea generation.
2. Discuss the role of alliance, growth, and goal attainment in social entrepreneurship.
3. Discuss the role of mission and value in social Entrepreneurship.
4. Identify various resources and the role of business plans in social entrepreneurship.
5. Understand public sector entrepreneurship.
6. Understand the characteristics of public, nonprofit organizations, and social entrepreneurship.

International Entrepreneurship (ENTR355)

The course empowers students to have the confidence and knowledge to start and grow a successful international venture. The course has four main objectives: (1) to address the general aspects of being a global entrepreneur; (2) to identify global opportunities; (3) to select a business opportunity and its global market; and (4) to understand alternative market entry strategies. Students will explore techniques that help them to understand the risk and energy involved in overcoming obstacles in global entrepreneurial situations. In addition, students enhance their interpersonal skills by cooperating within groups and their presentation skills by presenting their work in oral and written form. Student projects focus on different aspects of the start-up, such as selection of target market, design of market-entry strategy, choice of sales approach to initial customers. Some career positions that apply the concepts found in the course are international entrepreneur, international business development manager, and international marketing manager.

Credit Hours : 3

Prerequisites

• ENTR310 with a minimum grade D or ENTR325 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Identify the key challenges encountered by international entrepreneurs.
2. Apply cultural frameworks to real-world scenarios for deeper understanding.
3. Assess a global business opportunity within an international context.
4. Describe a comprehensive global business plan for an international startup.
5. Evaluate alternative strategies for entering international markets.

Corporate Entrepreneurship (ENTR405)

This course introduces students to corporate entrepreneurship: individuals behaving in entrepreneurial ways within an existing organization (as opposed to starting a new venture). Cutting costs and taking over competitors is no longer sufficient for business success. Companies must avoid an aging product or service portfolio, outdated processes, and marketing practices no longer suitable for the contemporary business environment. To do that, companies must continuously generate and bring new ideas to market. One vehicle for achieving this aim is corporate entrepreneurship. This course empowers students to be engaged in corporate entrepreneurship from two perspectives. First, students learn to understand corporate entrepreneurs as individuals: why does an entrepreneurially minded person choose to join a large organization instead of starting their own business, and more generally, what motivates employees to behave in entrepreneurial ways? Second, the course adopts a managerial perspective: how can management create culture, structure, leadership, and strategy that foster entrepreneurial behavior within the organization? Finally, the course uses relevant examples of corporate entrepreneurship from the GCC context.

Credit Hours : 3

Prerequisites

• ENTR310 or ENTR325

Course Learning Outcomes

At the end of the course, students will be able to :

1. Identify corporate entrepreneurship and how it differs from entrepreneurship aimed at new venture creation.
2. Understand employee’s motivations and Analyze employee’s engagement in entrepreneurial behavior.
3. Appraise how management can facilitate corporate entrepreneurial behavior through structure, culture, leadership, and strategy.
4. Facilitate and manage corporate entrepreneurial behavior in real-life settings.

Developing an Entrepreneurial Venture (ENTR415)

In this course, students will learn the processes involved in creating a business start up. Working over a 16 week period students, participating in teams, will perform a series of “design sprints” ending with a Demo Day. Students will drive the entrepreneurial process by working through the idea generation process, conducting a feasibility study, developing value propositions, designing a viable offering, building a prototype of the offering (if tangible), developing a business model to achieve a “product-market fit”, and constructing a sales and marketing strategy. Students will also devise a robust Business Plan to kick off an exciting and innovative new venture and develop a ‘business growth roadmap’. The philosophies and mindset of an innovative organizational founder will guide student teams through this process. Throughout the course, students will work alongside others and collaborate with a local entrepreneur, who will act as a mentor to the team with the course instructor. Students are given the opportunity to practice their entrepreneurial skills immediately upon completion of every two modules in three “pit stops” - Pitch Deck, Business Model Presentation and Demo Day - across the 7 module course. These pit stops allow students to present their work as it progresses and to receive external feedback to help perfect their business ideas. Students are required to complete at least 76 credit hours to register this course

Credit Hours : 12

Prerequisites

• GEIE222 with a minimum grade C
• GEIT112 with a minimum grade C

Course Learning Outcomes

At the end of the course, students will be able to :

1. Apply the key concepts in entrepreneurship from ideation to demonstration.
2. Demonstrate entrepreneurial mindset by solving start-up problems using creativity and innovation capabilities developed from the course.
3. Make use of analytical and prototyping skills to create new venture.
4. Build business ideas and new venture plan.

Entrepreneurship, the Entrepreneur and Society (ENTR480)

Entrepreneurship as a multi-faceted, multi-disciplinary field. Focus on the entrepreneur, individual interaction with society. Different disciplinary perspectives: economics, geography, psychology, sociology. Exploration of business creation across backgrounds. Social, psychological, geographic, economic factors shaping motivation, actions, success. Types of entrepreneurs, societal contributions. Government policy influence on entrepreneurial behavior. Exposure to academic research in entrepreneurship. Practical application through a small research project.

Credit Hours : 3

Prerequisites

• ENTR310 with a minimum grade D
• ENTR325 with a minimum grade D
• ENTR355 with a minimum grade D or ENTR405 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Explain entrepreneurship as a multi-disciplinary field of academic inquiry and its relevance to different theoretical perspectives.
2. Evaluate the diversity of entrepreneurship and how heterogeneity influences entrepreneurial behaviour and contributions to society.
3. Analyse psychological, economic, social, and geographic factors shaping entrepreneurial behaviour and decision-making.
4. Critically assess entrepreneurship policies, their deployment across different stages of the entrepreneurial process, and their potential impact.
5. Apply academic literature to deepen knowledge in a specific area of entrepreneurship and communicate research-based insights effectively through oral and written formats.

Sustainability, Social Responsibility and Business Ethics (GEBS220)

For ages, organizations measured success primarily on profits; but do profits guarantee that the corporation will still be around in the future? Indeed, it is proven that growth perspective, has positive impacts but has also major negative impacts on environment, society and economy affecting the future of next generations. In this context, businesses are concerned about their own sustainability and their positive contribution to the preservation of the ecosystems and the enhancement of society and communities’ wellbeing. This course aims to expose students to the challenges faced by businesses consisting of finding a balance between natural environment protection, human and ecological health from one side while maintaining financial performances from the other side. Becoming socially responsible and ethical is the response of businesses to contribute to the sustainable development initiatives at local and international level. Student will be introduced to Corporate Social Responsibility (CSR) of organizations consisting at voluntary integrating sustainable development concerns into their operations and interaction with stakeholders.

Credit Hours : 3

Course Learning Outcomes

At the end of the course, students will be able to :

1. Identify the impacts of human and business activities on environment, society and economy.
2. Apply theories, concepts, and framworks related to sustainability, ethics and social responsibility to business situations and real world settings.
3. Propose solutions and/or innovative ideas for different businesses in order to balance the triple bottom line people, environment and growth.
4. Develop self-awareness about the importance of sustainable development and corporate social responsibility through expressing own point of views regarding the practices of different entities.

Fundamentals of Innovation and Entrepreneurship (GEIE222)

Developed as a Stanford-informed approach to learning innovation and entrepreneurship, this course offers skills that can be applied to any high-growth enterprise or other organization in the UAE. The class is composed of two modules encompassing 1) Design Thinking, 2) Entrepreneurship and Leadership. Throughout the course, students will develop creativity and entrepreneurship mindsets, teamwork, taking and managing responsibility, ethical decision-making and critical thinking skills. Optimised for a class size of 25 to 30 students, the course is taught in two 75-minute sessions over 16 weeks, and is appropriate for undergraduate students at a second year level (30+ credit hours).

Credit Hours : 3

Course Learning Outcomes

At the end of the course, students will be able to :

1. Differentiate between design thinking, innovation, and entrepreneurship, and possess a shared vocabulary for the process elements of each.
2. Examine the importance of entrepreneurial and innovation ecosystems to healthy society and economies.
3. Demonstrate skills for formation of effective teams and practices for team culture development that respect diversity.
4. Learn how to differentiate between an idea and a viable opportunity.
5. Recognize how to connect design thinking, innovation, and entrepreneurship to their own career development and paths.
6. Apply 21st century skills such as collaboration, communication, creativity, organization, and problem solving.

Principles of Marketing (MKTG200)

This course provides students with knowledge about the importance of marketing as a basic function in enterprises, which deal with goods, services, and ideas. It clarifies the marketing functions related to the marketing mix: product, price, place, and promotion. It also describes the ultimate consumer and industrial buyer and the marketing strategies needed to deal with them. This course covers the different types of marketing enterprises and some other topics such as international marketing and services marketing. This course uses both the qualitative and quantitative methods in presenting and analyzing data.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Explain the nature and importance of marketing
2. Discuss the internal and external environmental factors that guide marketing management and planning.
3. Demonstrate the knowledge key concepts of market segmentation, targeting, and positioning.
4. Explain the elements of the marketing mix, including product, price, promotions and place.
5. Recognize the activities and responsibilities of the marketing department and its relationship with other departments in the organization.
6. Apply key ethical and social responsibility issues in marketing

Introduction to Marketing in the Digital Economy (MKTG205)

Introduction to Marketing in the Digital Economy will introduce students to foundational marketing concepts, decisions, and processes relevant for both conventional and digital marketing environments. Topics including market planning, market research, marketing strategy, product and brand management, pricing, distribution channels and marketing communications will be covered with an emphasis on their applications in both conventional and digital market environments. Practical cases and industry applications of how businesses successfully market their products and services will be discussed.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Describe the nature and importance of marketing and its practical applications in a conventional and digital marketing context
2. Evaluate the internal and external factors that influence marketing decisions in a conventional and digital marketing environment
3. Explain key digital and conventional marketing processes and applications including market planning, market research, marketing strategy and marketing mix decisions
4. Develop communication and teamwork skills through group project
5. Discuss ethical and social responsibilities of the marketing function in a conventional and digital marketing context

Consumer Psychology (MKTG210)

The study of consumer psychology involves examining and understanding the elements consumers use to resource their choice, consideration and decision-making when deciding what, where, how and why they buy or use products, services, ideas and experiences. In order to interrogate this process, the course looks into the culture and values of consumers, the attributes of market offerings, the social and inter-relational contexts consumers live in, and considers how all of these factors may be influential.

Credit Hours : 3

Prerequisites

• MKTG200

Course Learning Outcomes

At the end of the course, students will be able to :

1. Describe basic psychological concepts which impact consumer behaviour.
2. Explain the individual differences and psychological processes that influence consumer decision-making.
3. Identify the individual and group processes in psychology and how they act on consumers.
4. Collaborate in a team to describe consumer behavior, while implementing psychological explanations and considerations.

Advertising and Integrated Marketing Communications (MKTG300)

Advertising and marketing communication are the means by which companies convey their messages to their audience, brand themselves and distinguish their offerings from competitors. This course is designed to provide students with the conceptual and practical foundations of advertising and integrated marketing communications (IMC). The course is structured from the point of view of the marketing managers who develops and manages the company’s advertising program. The course covers key topics in advertising and integrated marketing communications including strategic brand communication, advertising, public relations, strategic research and media planning.

Credit Hours : 3

Prerequisites

• MKTG205 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Analyse and evaluate the nature and importance of advertising and integrated marketing communication (IMC).
2. Explain the strategic process of developing effective advertising and integrated marketing communications programs.
3. Apply a range of advertising and communications media tools available to marketers in the modern era.
4. Convey communication and teamwork through group project.

Contemporary Brand Management (MKTG305)

Successful brands are strategic assets for firms that offer long-lasting competitive advantages. This course explores how brands can achieve and sustain such advantages in today’s dynamic marketing environment. The course introduces students to the conceptual foundations and contemporary practices of brand management with a focus on real-world applications. The course is structured from the point of view of the brand manager who uses brand management principles to successfully manage and grow brands. The course covers key topics in brand management including identifying and establishing brand positioning and values, planning and implementing contemporary brand marketing programs, measuring brand performance and growing and sustaining brand equity in evolving markets Through case studies and practical tools, students will learn how to manage brands effectively in a rapidly changing business environment.

Credit Hours : 3

Prerequisites

• MKTG210 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Analyse and evaluate the nature and importance of brands and brand management.
2. Apply the appropriate concepts, theories and techniques related to key issues in brand management.
3. Apply creative and critical strategies and tactics in developing, positioning, leveraging and managing brands and measuring their value.
4. Apply key communication skills and teamwork through a group project.

Marketing Research (MKTG310)

This course provides students with the conceptual and the analytical aspects of marketing research. It is structured from the point of view of the marketing manager, consultant or entrepreneur who uses marketing research to make key business decisions. It covers topics of research design, dissemination of appropriate data, scaling and questionnaire construction, sampling procedure, data collection methods, data analysis and interpretation.

Credit Hours : 3

Prerequisites

• MKTG205 with a minimum grade D
• STAT102 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Understand the nature and importance of marketing research.
2. Recognize the difference between qualitative and quantitative research methods.
3. Demonstrate how to conduct marketing research in general and field marketing research in particular.
4. Execute a marketing research project including data collection, analysis and interpretation, and present the findings in a written report.
5. Participate in peer relationships and demonstrate communication and teamwork skills through the group project

Consumer Behavior (MKTG320)

A study of the concepts, techniques, and models of consumer behavior including the decision making processes and the influence of environmental forces. The study of psychological and social factors that influence buying decisions are discussed as well as the managerial implications for planning executing, and evaluating marketing strategies. Theories of consumer behavior to develop managerial frameworks for the development and launch of new products, segmentation, and brand management

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Apply An Understanding Of The Decision-Making Process To Interpret Real Business Practices In A Written Report.
2. Combine An Understanding Of Individual And Group Processes To Design And Create A Socially Conscious Advertising Campaign, In A Group Project Supported By A Written Report And Oral Advertising Pitch.
3. Discuss The Five Stages Of The Consumer Decision-Making Process And Give Examples In Marketing Practice.
4. Explain The Group Processes That Influence Consumer Decision-Making And Give Examples From Marketing Practice.
5. Explain The Individual Differences And Psychological Processes That Influence Consumer Decision-Making And Give Examples From Marketing Practice.

Services Marketing (MKTG330)

This course focuses on the unique challenges of marketing and managing services and delivering quality service to customers. The course is equally applicable to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.). The basic concepts covered in the course include: the difference between marketing services versus products; the key drivers of service quality; the customer’s role in service creation; service design and innovation; technology’s impact on services; managing customer service expectations; and customer service metrics.

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Apply The Service Blueprint Framework To Generate Service Improvements For A Real Business And Present This Both Written And Orally In A Group Project.
2. Discuss The Complementary Roles Of Both Employees And Customers In The Creation Of Service Value.
3. Discuss The Differences Between Services And Physical Goods And Give Examples Of How This Influences Marketing Strategies.
4. Explain The Servqual And Gaps Models Of Customer Service And Apply These Models In A Written Report.
5. Express The Consequences Of Service Failure And The Benefits Of Appropriate Service Recovery Strategies.

International Marketing (MKTG340)

The course covers different aspects of international marketing activities from the perspective of small and medium size firms as well as multinationals with special emphasis on GCC countries. At the macro level, the course covers the environment of international marketing, institutional aspects, mechanisms, and recent developments that affect marketing activities. At the micro level, the course deals with the development and formulation of the firm international marketing strategy.

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Develop Appropriate Marketing Strategies For A Mix Of Different Economies And Companies Using Different Online And Offline Sources Of Information.
2. Discuss International Marketing Theories And Research The Changing Nature Of The International Environment And Its Effect On International Decision-Making Using Appropriate Marketing Tools And Apply These Models In A Written Report.
3. Evaluate Organizational Changes Required As An Organization Reacts To Changes In The International Environment.
4. Explain The Various Methods Of Entering Foreign Markets, The Degree Of Commitment Required And The Associated Levels Of Risk And Present This Both Written And Orally In A Group Project.
5. Understand How The Basic Principles Of Marketing Applied In A Variety Of Diverse Cultural, Political, Legal And Economic Environments And Give Examples From Marketing Practice.

Sustainable Marketing (MKTG350)

Social and organizational sustainability has been recognized as a fundamental value nowadays and become a part of consumer and organizations life. Marketing strategy plays an important role in enhancing businesses’ ability to respond to these issues. This course aims to provide a comprehensive framework for understanding how sustainability in its various forms is managed in the marketing strategy of any organization. The course provides tools for critical analysis of marketing activities from a green perspective. The course teaches a comparative view of the relation between traditional marketing and sustainability challenges faced by firms in the recent times and demonstrates how a sustainable and green marketing strategy is developed. Overall, this course will prepare students for a marketing career in companies who consider sustainability as an organizational asset.

Credit Hours : 3

Prerequisites

• MKTG205 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Describe theories and concepts of green marketing.
2. Analyze the relation between the marketing discipline and the sustainability concept.
3. Apply segmentation methods to identify and target markets suitable for green marketing.
4. Create green marketing strategies based on authentic actions taken by the organisation with a team of peers in the organisation.
5. Evaluate the ethical issues confronting organizations in the development of green marketing strategies from various stakeholders’ perspectives in the UAE/Gulf region.

Islamic Marketing (MKTG355)

Islamic Marketing is a new field within the traditional marketing spectrum. However, the practice of marketing within and amongst Muslim communities has been occurring since Islam came to Humankind. This course looks at the current writing in the field of Islamic Marketing, critiques and tried to add to the academic knowledge in the area, and gives students a chance to discuss and debate their views on what Islamic Marketing is, where they identify it to be happening, how it is happening and the importance of different developments in the market and the environment for Islamic Marketing as a discipline. Each week a new area will be covered and robust participation is a central tenet of the class structure.

Credit Hours : 3

Prerequisites

• MKTG300 with a minimum grade D or MKTG305 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Explain the subject area in a comprehensive and intelligent manner.
2. Apply critical thinking skills when analyzing an academic article and when critiquing and evaluating a presentation.
3. Evaluate the contents of the Islamic marketing literature.
4. Analyse the social implications of business decisions within the two models.

Event Marketing (MKTG360)

Event Marketing concerns planning and implementing events such as conferences, expositions, projects, and social events. The field applies basics of marketing and marketing mix to successfully plan and implement an event. This course is based on the principles of experiential learning and provides a hands-on opportunity to utilize concepts of marketing in creating and implementing events. The course will teach various marketing tools and strategies to successfully execute and promote an event. It will also cover the role of marketing tactics in the managing an event over a course of its life-cycle.

Credit Hours : 3

Prerequisites

• MKTG300 with a minimum grade D or MKTG305 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Analyze the principles of event marketing design and production and evaluate their relevance in the UAE market.
2. Develop marketing plans for events, destinations, and venues by applying key marketing theories and frameworks.
3. Implement sales strategies and marketing communication techniques to promote events, destinations, and venues effectively.
4. Assess ethical considerations in the design and production of mega, sports, corporate, and cultural events, and propose solutions to address them.
5. Plan and execute a real-life event by applying event marketing design and production techniques learned throughout the course.

Destination Marketing (MKTG365)

This course introduces students to the concepts and applications of destination marketing management. It covers core topics like destination marketing planning, destination research, destination product development, destination branding, and destination domestic and international markets. Course learning is mainly facilitated through active class participation and practical application of learnt material.

Credit Hours : 3

Prerequisites

• MKTG300 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Explain the uniqueness of marketing a destination as compared to marketing regular products.
2. Differentiate among the principles of destination product development.
3. Explain the concepts of partnership, people, packaging, and programming in the context of destination marketing.
4. Analyze destination IMC approaches and compare different travel market segments.

Fashion Marketing (MKTG400)

Fashion Marketing is all about marketing apparels, accessories and personal products. Increasing focus of the UAE generations especially professional executives and the youth on fashion and brands calls for looking into theoretical aspects of the field and enable aspiring entrepreneurs to work in this area. Keeping this in mind, the course is designed to develop marketing and retail concepts in fashion retail. The course will emphasize on teaching the principles of fashion marketing, understanding the fashion industry’s structures and dynamics, and development of fashion marketing plan. A specific element will be to explore the segmentation, targeting and positionings strategies of the fashion manufacturers and retailers. Fashion marketing mix will be taught so students can develop successful promotional campaigns for fashion retail. At the end of this course student will be able to apply fashion marketing techniques to showcase their own fashion retail businesses.

Credit Hours : 3

Prerequisites

• MKTG305 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Recognize fundamental concepts of fashion marketing.
2. Describe consumer demand and industry mechanisms in the fashion manufacturing and retail industry.
3. Apply principles and theories of fashion marketing such as product development, segmentation and targeting to suitable markets.
4. Apply elements of the fashion marketing mix in product development, fashion product pricing, promotion and distribution in a fashion product.
5. Evaluate, select and apply appropriate methods to develop an ethical and insightful fashion marketing audit plan for a fashion retailer.

Digital Marketing (MKTG405)

Marketers are increasingly shifting their marketing efforts to digital technologies such as search engines, social media and mobile applications. These technologies influence customer behavior and require a significant rework of firms’ marketing strategy. This course is designed to familiarize students with the conceptual and practical foundations of digital marketing. Through discussions, readings, case studies and hands-on assignments, the course will discuss key topics in digital marketing including digital marketing strategy, content marketing, social media marketing, online advertising, digital customer experience management and data analytics and reporting.

Credit Hours : 3

Prerequisites

• MKTG210 with a minimum grade D
• MKTG300 with a minimum grade D or MKTG305 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Explain the nature of digital marketing strategy.
2. Apply advanced communication skills to explain and critique different online digital technologies used for marketing.
3. Design effective online customer experiences based on a comprehensive understanding of digital marketing principles.
4. 4Utilize analytics tools for digital marketing to evaluate and optimize strategies.

Marketing Analytics (MKTG410)

Marketing analytics is the process of tracking and analyzing customer data to achieve desired marketing goals. This course deals with how firms can apply marketing analytics principles to develop, measure and refine their marketing strategy and derive relevant marketing insights in terms of segmentation, targeting, positioning, customer satisfaction, marketing mix decisions, among others. The course will take a hands-on approach where real-time customer data will be analyzed using a variety of marketing analytics techniques, such as discriminant analysis, cluster analysis, multidimensional scaling and regression analysis.

Credit Hours : 3

Prerequisites

• MKTG310 with a minimum grade D or STAT202

Course Learning Outcomes

At the end of the course, students will be able to :

1. A comprehensive understanding of how to employ data analytics to derive marketing insight from data.
2. An ability to execute and interpret discriminant and cluster analyses to better understand how to manage customer heterogeneity by segmenting and targeting buyers.
3. A comprehensive understanding of how to measure customer satisfaction and customer loyalty.
4. An ability to execute and interpret a conjoint analysis to understand customer preferences for product decisions.
5. An ability to develop and use a response model to improve marketing resource allocation decisions.

Marketing Strategy (MKTG420)

The Marketing Simulation focuses on students creating their own marketing strategies, undertaking SWOT analyses, segmenting consumer markets, positioning, branding and setting objectives and KPIs, and otherwise acting as a marketing management team for a business. This course develops student knowledge in how to develop, implement and control marketing strategies, as well as how marketing interacts with the other business functions and, through this, provides a comprehensive marketing capstone experience. Using a package simulation, students will make group decisions and deal with their consequences through quarterly reporting analysis and presentations.

Credit Hours : 3

Prerequisites

• MKTG210 with a minimum grade D
• MKTG300 with a minimum grade D
• MKTG305 with a minimum grade D

Course Learning Outcomes

At the end of the course, students will be able to :

1. Accurately analyse and evaluate strategies learned from the simulation, in combination with courses taken earlier in the programme.
2. Apply the learned strategies to create further/future strategies for a business.
3. Collaborate effectively and successfully in a team which involves both individual and group tasks, aimed at synergistic success for all.
4. Reflect in order to draw conclusions and surmount challenges at all levels of organizational decision-making, including ethical and triple bottom line principles.

Marketing Management in an E-Age (MKTG605)

This course provides students with a senior managerial approach to advanced problems in marketing with primary emphasis on case studies that examine structural complexities facilitated by electronic communication and choice of marketing tools. New knowledge and value propositions are developed using strategic marketing plans and decisions commensurate to changing needs of sophisticated consumers, markets, and multinational corporations. Current trends to translate to corporate proficiency, profitability, and sustainability in a competitive global marketplace are evaluated.

Credit Hours : 3

Course Learning Outcomes

At the end of the course, students will be able to :

1. Combine An Understanding Of Individual And Group Processes To Design And Create A Socially Conscious Marketing Plan, In A Group Project Supported By A Written Report And Oral Presentation.
2. Develop Skills Required To Conduct Market Segmentation, Targeting, And Positioning And Give Examples From Marketing Practice
3. Identify Critical Issues Related To The Development And Management Of The Product, Pricing, Promotional, And Distribution Policies As Interactive Elements Of The Marketing Mix.
4. Learn About How The Transformation Of The Traditional Or Physical Marketplace Into The Virtual Marketplace Has Affected Marketing Mix Strategies In The Light Of Practical Examples From Uae Content.
5. Understand The Role Of Marketing In Highly Turbulent Environments Under Which Companies Are Operating In An Electronic Age.

Contemporary Issues in Customer Behavior (MKTG610)

This course aims to familiarize students with the nature and behavior of consumer markets. The purpose is to investigate and understand how customers make specific decision and behave in different situations and circumstances. In addition students will be taught the practicalities of experimental consumer behavior research, which is fundamental to both understanding the consumer and assessing the effectiveness of consumer focused marketing interventions. Understanding the nature of contemporary customers is an important issue in maintaining and enhancing profit outcomes of a business.

Credit Hours : 3

Course Learning Outcomes

At the end of the course, students will be able to :

1. Apply An Understanding Of Experimental Research Methods To A Real World Consumer Behavior Problem
2. Demonstrate How As A Marketer You Can Use Your Knowledge Of Consumer Behavior Concepts To Develop Better Strategies To Influence Those Behaviors.
3. Develop A Consumer Behavior Experiment
4. Discuss The Individual And Social Factors That Influence Consumer Behavior
5. Understand How Consumers Make Decisions And Assess The Relevant Implications For Marketing Practitioners

Marketing Management and Metrics in Digital Era (MKTG615)

Marketing is the art and science of creating and delivering customer value. It involves guiding principles for interacting with customers, competitors, collaborators, and the environment. This course will provide comprehensive and practical knowledge about strategic marketing planning, implementation, performance management. This course will also pave the foundation for organizations’ adapting and leveraging the digital technologies to obtain sustainable competitive advantages. Learners in this course will develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

Credit Hours : 3

Prerequisites

• MGMT500 or MGMT201

Course Learning Outcomes

At the end of the course, students will be able to :

1. Apply the principles, concepts and frameworks in marketing planning, implementation, and performance management.
2. Analyze the impact of digital technologies on marketing management and new metrics development.
3. Evaluate market opportunities by analyzing customers, competitors, collaborators, environmental context, digital technologies, and the organizational capacity.
4. Develop marketing strategies and implementation plans for business objectives.