Program Overview

Bachelor of Marketing Program

Overview

The Bachelor of Marketing Program at Dar Al-Hekma University is designed to provide students with a full set of fundamental skills and workplace competencies essential for success. Both theory and practice are combined through a series of foundation and concentration courses. The program keeps its students abreast with industry trends and ensures their engagement through projects with leading companies as well as their professional field experience.

Mission

Graduating marketeers equipped with the knowledge, skills, and values required in the marketing field within an academic environment that encourages scientific research and community engagement.

Goals

• Enable students to apply their knowledge of Marketing theories and concepts to a range of scenarios.
• Equip students with critical thinking, decision making, and problem-solving skills to be used in the Marketing field.
• Develop students' professional skills that would enable them to meet job market needs.
• Familiarize students with the ethical, social, cultural, and legal issues related to the Marketing profession.

Why Choose the Bachelor of Marketing Program at Dar Al-Hekma University?

• Learn from a diverse faculty who offer students holistic and in-depth learning experiences.
• Develop creative, problem-solving, and decision-making skills in the marketing field.
• Closely explore the marketing arena through community projects and field trips.
• Participate in practical projects in collaboration with local and international businesses.
• Cultivate the classroom experience with professional certifications.
• Benefit from a comprehensive internship program that ensures better understanding of local and international business environments.

Graduate Attributes

• Knowledgeable of the broad conceptual and theoretical aspects of their fields
• Informed of the trends and dynamics of their relevant industries
• Capable of making effective decisions
• Persuasive oral and written communicator
• Effective problem solver in different professional situations
• Committed to ethical practices and social responsibility
• Independent and collaborative team player
• Emotionally intelligent and self-aware
• Lifelong learner
• Researcher and investigator
• Tech-savvy

Admission Requirements

Learning Outcomes

Upon successful completion of this program, graduates will be able to:

Knowledge

• Explain concepts, principles, and practices related to Business.
• Identify the impact of marketing in business and society within the national and international environments.

Skills

• Analyze challenges and complexities related to business in order to manage and make decisions in the national and global business environment.
• Use techniques and methods of inquiry to collect, manage, and interpret data that would support strategic decisions.
• Demonstrate effective written and oral communication skills.
• Apply the concepts of consumer behavior, branding, marketing communications, marketing research, digital marketing, and marketing strategy to formulate, implement, and evaluate competitive marketing strategies and plans.

Values

• Demonstrate an understanding of community engagement and professional, ethical, and legal responsibilities.
• Work collaboratively as a team member or a leader in activities related to the program discipline.

Plan of Study

The plan of study for the Bachelor of Marketing program is structured over four years, with a detailed distribution of courses across semesters.

Career Prospects

The program equips students with the necessary skills that qualify them for a variety of career paths/jobs in the market, including but not limited to:

• Social Media Specialist
• Search Engine Optimization (SEO) Specialist
• Digital Marketing Specialist
• Content Marketing Specialist

Digital Marketing Course Description

DMKT 3301 Introduction to Digital Marketing

This course introduces the Internet marketplace and the importance of a company's online presence. It also covers major digital platforms and online branding.

DMKT 3302 Social Media Marketing Campaigns

This course introduces a systematic approach for developing and managing social media campaigns.

DMKT 3303 Big Data for Business Intelligence

This course introduces the concept of network analysis and its relationship to social network and digital marketing.

DMKT 4304 Digital Marketing Analytics

This course introduces the different tools used to evaluate the effectiveness of a brand's digital marketing strategies based on consumer engagement.

DMKT 4305 Digital Consumer Engagement

This course introduces the concept of digital consumer engagement.

DMKT 4306 Mobile Marketing

This course introduces the concept and importance of mobile marketing in today's business.

Faculty

• Dr. Adel Mohammad S. Al Otaibi, Assistant Professor
• Dr. Amani Hamza Mohammed, Program Director, Assistant Professor

Key Facts

Program Name

Bachelor of Marketing

Credit Hours

124

Program Duration

4 Years

Type of Study

Full Time

Current Number of Students

84

Number of Graduates

183

Employability Statistic

69.2%

Program Director

Dr. Amani Hamza Mohammed

• PhD, Project Management, Nottingham Trent University, UK, 2002
• Postgraduate Diploma in Business Administration, University of Khartoum, Khartoum, Sudan, 1995
• BSc, Chemical Engineering, University of Khartoum, Khartoum, Sudan, 1992