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

Program	Linguaskill Score	Required Certificate Percentage	Qudurat Test Score	Other Admission Requirements
Bachelor of Marketing	162 or above	80%	65%	None

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 each year divided into two semesters: Fall and Spring. The curriculum includes a mix of foundational courses, concentration courses, and electives.

Year One

Semester Fall: College Algebra, Islamic Studies, Arabic Studies, Communication Skills I, Basic Body and Brain Fitness, Leadership and Emotional Intelligence.
Semester Spring: Introduction to Business Administration, Principles of Marketing Management, Principles of Microeconomics, Communication Skills II, Calculus I.

Year Two

Semester Fall: Principles of Financial Accounting, Principles of Macroeconomics, Business Ethics and Social Responsibility, Strategic Human Resource Management, Statistics.
Semester Spring: Data Analytics and Visualization, Financial Management, International Business Management, Principles of Managerial Accounting, Arabic Studies, Entrepreneurship and Design Thinking.

Year Three

Semester Fall: Business Analysis, Service Marketing, Free Electives, Introduction to Artificial Intelligence, Research Methodology.
Semester Spring: Introduction to Digital Marketing, Integrated Marketing Communication, Brand Management & Strategy, Business to Business, Internship: Marketing.

Year Four

Semester Fall: Operation Management, Legal Environment of Business, School/Program Elective/Track, Islamic Studies, Senior Project I.
Semester Spring: Strategic Management, Consumer Behavior, Senior Project II, School/Program Elective/Track, School/Program Elective/Track.

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:

Brand manager
Market research analyst
Public relations manager
Events coordinator
Media account manager/executive
Marketing strategist
Business development manager

Marketing Course Descriptions

BMKT 1301 Principles of Marketing Management

This course focuses on marketing principles and the basic marketing decisions facing a firm. It emphasizes the assessment and understanding of the marketplace, marketing strategies, including segmentation, targeting and positioning, product, price, place, and promotional strategies.

MKTG 2301 Advanced Marketing

The course reinforces the principles and concepts taught in marketing management. It emphasizes the managerial perspective in applying economic principles in marketing to provide a framework for marketing strategy development and implementation of marketing tools and tactics.

MKTG 3304 Integrated Marketing Communication

This course focuses on skills needed for researching, planning, creating, and executing integrated marketing communications. It highlights the importance of optimizing and coordinating all communication tools and tactics undertaken in aid of a brand or a marketing program.

MKTG 3306 Consumer Behavior

This course introduces different tools employed by companies to learn about consumers. It further provides an overview of how the acquired information can be used to modify the marketing mix in an effort to increase competitiveness and to develop a customer focus.

MKTG 3307 Marketing Research

This course provides an introduction to market research as a business decision-making tool. The course covers a wide range of research methods.

MKTG 4305 Brand Management & Strategy

This course provides a contemporary treatment of brands, brand equity, and strategic brand management. It emphasizes why brands are important and how they should be managed to gain greater brand equity.

MKTG 4306 Marketing Strategy

This course focuses on the concepts and skills necessary to formulate and implement marketing strategies. It emphasizes the basic elements of marketing and how they can be designed and implemented strategically to reach business goals.

MKTG 4307 Digital & Social Media Marketing

This course explores the digital marketing environment from both a consumer and business perspective. The course provides an overview of various online business models and delves into digital advertising and social media marketing techniques and technologies.

Faculty

Dr. Adel Mohammad S. Al Otaibi, Assistant Professor, Hekma School of Business and Law
Dr. Amani Hamza Mohammed, Program Director, Assistant Professor, Hekma School of Business and Law

Key Facts

Program Name: Bachelor of Marketing
Current number of students: 74
Number of graduates: 183
Employability statistic: 69.2%
Language: English

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.

Dar Al Hekma University: Rankings, Course Details and Scholarships

Bachelor of Digital Marketing

Bachelor of Human Capital Management

Bachelor of Marketing