Master of Engineering Management

Program Overview

The Bachelor of Business (Marketing) degree provides students with a comprehensive understanding of marketing principles and practices, emphasizing digital technologies and data-driven approaches. The program equips graduates with a skillset in market research, brand management, digital marketing, and analytics, preparing them for successful careers in diverse industries. Students engage in practical experiences through internships and industry projects, developing critical thinking, problem-solving, and communication skills essential for the evolving marketing landscape.

Program Outline

Degree Overview:

The Bachelor of Business (Marketing) degree

is a comprehensive program designed to provide students with an in-depth understanding of specialized marketing skills and knowledge needed to effectively plan, develop, and execute marketing strategies. The program places a strong emphasis on incorporating digital technologies and data-driven marketing approaches in alignment with the evolving landscape of the marketing field.

Program Objectives:

• Equip students with a solid foundation in core marketing principles and practices.
• Foster understanding of consumer behavior and the application of insights to market analysis and campaign development.
• Develop a comprehensive skillset in areas such as market research, brand management, digital marketing, social media management, content marketing, and analytics.
• Provide students with the ability to integrate data-driven strategies into their marketing plans to achieve optimal results.
• Prepare graduates for successful careers in the field of marketing across diverse industries and sectors.

Outline:

Program Structure:

The program comprises 144 credit points encompassing a mix of foundational business courses, specialized marketing subjects, general electives, general education modules, and a final year project.

Year 1:

• Introduction to key business concepts such as accounting, economics, statistics, and business ethics.
• Fundamentals of marketing principles and consumer behavior.

Year 2:

• In-depth exploration of marketing research, digital communication strategies, marketing effectiveness assessment, and consumer behavior analysis.
• Additional UAE-specific studies focusing on urban sociology, public health, or the country's international relations and diplomatic landscape.

Year 3:

• Advanced marketing subjects focusing on areas such as international marketing, digital marketing, services marketing, or tourism marketing.
• Capstone project enabling students to apply their knowledge and skills to solve real-world business challenges.
• Completion of general electives and business-related courses.

Assessment:

The program employs various assessment methods to evaluate student learning outcomes, including:

• Individual assignments and group projects.
• Case-study analysis and problem-solving exercises.
• Class participation and active engagement.
• Mid-term and final examinations.
• Comprehensive final year project.

Other:

• The program emphasizes the development of critical thinking, problem-solving, and communication skills.
• Students have the opportunity to gain practical experience through internships and industry projects.
• Graduates are prepared with the necessary skills and qualifications to pursue rewarding careers in the marketing field.
• The program is designed to equip individuals to contribute effectively to the creation and development of strong brands and marketing strategies in an increasingly data-driven and technologically advanced business environment.