Course Descriptions

Credits: 3(3,0,0) Prerequisite: BUS 101

This course surveys marketing activities and the decisions affecting them in consumer, industrial, and international markets. Marketing planning and decision making are examined from firms' and consumers' points of view. Topics covered include: the marketing concept and its company- wide implications and integration of marketing with other functions. Also covered are activities of marketing research– identification of marketing opportunities, development of marketing mix strategies (e.g. decisions concerning pricing, distribution, promotion and product design). Marketing systems views in terms of both public and private policy are also discussed. This course is a prerequisite to all higher marketing courses.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course draws on the behavioral sciences and focuses on the application of cultural, social, and psychological concepts to the analysis of consumer behavior. Implications for marketing strategy are discussed and analyzed.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course discusses the major marketing communications functions including advertising, direct marketing, sales promotion, public relations, personal selling, and marketing on the internet. An understanding is developed of how organizations use these techniques and venues, not as separate entities, but as a part of a holistic strategy to communicate with its target markets. Topics include: overview of the nature of marketing communications and promotion management, the communications process, the objectives of the different forms of communications/promotion, the effectiveness of each tool, and how a company can best use each tool in the development of an integrated marketing communications strategy.

Credits: 3 (3,0,0) Prerequisite: MKT 301

The course deals with the sales function and its relationship to the total marketing program. Topics include: sales strategies and objectives, the development and administration of sales organizations and sales force, and control and evaluation of sales operations.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course focuses on the nature and operation of channels employed in the distribution of goods and services. Topics include: importance of distribution channels, their types in the consumer industrial and service’s markets, steps in establishing new channels, vertical and horizontal distribution systems, economic and behavioral problems in wholesaling and retailing, and marketing logistics.

Credits: 3 (3,0,0) Prerequisites: STAT 271, MKT 301.

This course presents a broad overview of the marketing research process. Concepts and methods of marketing research are discussed along with the role of marketing research in aiding decision making. Topics include: problem analysis and definition, determination of information needs and sources, research design, sampling, data collection methods, data analysis and interpretation, and writing the final research report.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course focuses on the study of policies, strategies, methods, and procedures for marketing in a retail environment. Major topics include: the social, legal, ethical, and international issues associated with retail marketing, target market analysis, development of the retail marketing mix, the relationships among retailing, major marketing functions, and other business functions, use of technology to improve systems and performance in retail environments, and recent retail trends.

Credits: 3 (3, 0, 0) Prerequisite: MKT 301

The aim of this course is to provide business students with a general understanding of the theory and practice of business-to-business marketing in contrast to consumer goods marketing. Students are introduced to the scope of business marketing including manufacturing, institutional, reseller and government markets. The course discusses how firms develop marketing strategies to take advantage of opportunities in these unique markets.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course targets the fundamentals and key issues of global marketing. The course surveys the modern world marketing environment in which international marketers operate (cultural, political, legal, and economic environments) and the rules governing international marketing. Strategic and operational issues in international marketing management are discussed, including planning and implementation of marketing strategies in a global setting. Current issues and trends affecting Saudi global marketing involvement are also addressed.

Credits: 3 (3,0,0) Prerequisite: MKT 301

The course examines the principles of direct marketing from the perspective of marketers who attempt to sell to both consumer and organizational markets. Students are introduced to the scope of direct marketing, including the internet, e-mail, direct marketing, mail order, lead generation, circulation, relationship/loyalty programs, store traffic building, fund raising, pre- selling, post-selling, and research.

Credits: 3 (3,0,0) Prerequisites: IS 101, MKT 301

This course looks at the internet and internet marketing. Students learn how to create and publish web pages, develop web marketing skills, as well as research methods companies use to make money on the internet. Finally, students examine the impact of the internet on today's world.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course covers a range of topics related to service marketing. The unique characteristics of services are explained, and their consequences for marketing mix formulation are analyzed. Distinctive marketing problems are critically assessed using concepts and how best addressed using strategies. Opportunities for service organization that do not sell a physical good as their main offering to the public (e.g. airlines, banks, government agencies, hotels, medical facilities, and restaurants) are explored for and discovered. Current issues and trends in service marketing are discussed as well.

Credits: 3 (3,0,0) Prerequisite: MKT 301

This course centers on the application of marketing concepts and tools cued to the marketing activities of public agencies, health services, public transportation, the arts, schools, museums, etc. Topics include: the role of marketing planning and research, definition of target markets, the development of the marketing mix including product and service development, pricing, promotion, public relations, and service distribution.

Credits: 3 (3,0,0). Prerequisites: BUS 351, MKT 301

This course teaches students, in a practical way, how to analyze foreign markets’ opportunities and formulate policies and programs to profit from these opportunities. Topics covered include: studying and analyzing export markets, export promotion, export channels and intermediaries, setting up and managing export operations, and the technical aspects of the export business. An analysis of the Saudi export policy and the implications of World Trade Organization (WTO) membership are also discussed. Students have chances to observe and practice actual export business as carried out by leading Saudi exporters.

Credits: 3 (3,0,0). Prerequisite: 15+ Marketing CRs

This course is concerned with strategic marketing planning. The focus is on making strategic decisions and developing plans for implementing them. The general goal of the course is enabling students to integrate the various marketing tools into consistent programs aimed at achieving sustainable and profitable positions in the marketplace.

Credits: 3 Prerequisite: Department consent

Full-time interns satisfy the 3-credit hours by working 300 hours full-time during the summer. Internship students must have a good academic record, have completed at least 90 credit hours along with 15 credit hours in Marketing, and approval from the Finance and Marketing Departments. Students submit a paper that re-states their learning objectives and how the work experiences have fulfilled them. A community link coordinator manages the participants' relationships with their faculty advisors and the workplace supervisors.

Credits: 10 Prerequisite: Department consent

The Co-Op is a career related professional program available to all Marketing students. It is designed to help students build on skills already learned in the classroom and acquire new ones as well. Co-Op education is available to Marketing students who have accumulated the requisite number or more credits. The Co-Op option counts for 10 credit hours (CRs) for practical onsite experience over a 7 month period, i.e. spanning one semester and a summer.

Credits: 3 Prerequisite: Department consent

The objectives of the project are to find solutions to the actual marketing problems facing a firm, or to help a firm plan and execute a marketing plan. The faculty advisor in conjunction with the department will suggest issues to be addressed. The project could be an individual one or a team-based, and is conducted with the cooperation of a firm(s) under the supervision of a faculty member. A written report is required. The course follows the normal grading procedures.