First Major: Any TEN (10) courses of the following have to be completed for a First Major in Marketing (10 X 3) 30 credit hours.

Second Major: Any SIX (6) courses of the following have to be completed for a Second Major in Marketing (6 X 3) 18 credit hours.

Minor: Any FOUR (4) courses of the following have to be completed for a Minor in Marketing (4 X 3) 12 credit hours.

ELECTIVE/MAJOR COURSES

Course Code

Course Title

Pre-requisite

MKT-4001

Consumer Behavior

20 core courses including BBA-3113

MKT-4002

Marketing Research

20 core courses including BBA-3113

MKT-4003

Retail Management

20 core courses including BBA-3113

MKT-4004

Distribution Management

20 core courses including BBA-3113

MKT-4005

Global Marketing

20 core courses including BBA-3113

MKT-4006

Strategic Marketing

20 core courses including BBA-3113

MKT-4007

Sales Management

20 core courses including BBA-3113

MKT-4008

Service Marketing

20 core courses including BBA-3113

MKT-4009

Comprehensive Marketing Case Analysis

20 core courses including BBA-3113

MKT-4010

Relationship Marketing

20 core courses including BBA-3113

MKT-4011

E - Marketing

20 core courses including BBA-3113

MKT-4012

Pricing Strategy

20 core courses including BBA-3113

MKT-4013

Advertising and Sales Promotion

20 core courses including BBA-3113

MKT-4014

Business to Business Marketing

20 core courses including BBA-3113

MKT-4015

Brand and Product Management

20 core courses including BBA-3113

MKT-4016

Tourism and Hospitality Marketing

20 core courses including BBA-3113

MKT-4017

Entertainment Marketing

20 core courses including BBA-3113

MKT-4018

Sports Marketing

20 core courses including BBA-3113

Note: Each course equivalent to 3 credit hours
 

COURSE DESCRIPTIONS

MKT-4001: Consumer Behavior

Pre-requisite: BBA-3113

This course will highlight the importance of consumer behavior for business managers. This will provide a model of the consumer behavior, which will help the organization to reach the goal of consumer satisfaction while marketing products and services. It will focus on different behavioral theories and their impact on the consumers in the market. The sociological and psychological foundations of market place choice are analyzed including lifestyle, social status, age, income, taste, habit, custom, fashion, culture, self-concept and opinion influences.

MKT-4002: Marketing Research

Pre-requisite: BBA-3113

This course is designed to train the students to use the tools and techniques for developing and explaining analytical framework of marketing, developing solutions to marketing problems, formulations of marketing strategy, introduction to research techniques in marketing, review of sources of marketing information, collection, collation, tabulation, analysis and interpretation of marketing information.

MKT-4003: Retail Management

Pre-requisite: BBA-3113

This course deals with the root level of marketing distribution system, i.e. the operational relations between the end user and seller of different products and services. The intense competition and array of vast product line in the market has made retailing an unavoidable challenge for every business sector. The students can gather a comprehensive idea of selling products and services to the end user of the product and can implement their learning in the real world situation.

MKT-4004: Distribution Management

Pre-requisite: BBA-3113

This course deals with certain aspects of traffic management and channel distribution management, involving getting goods and services from production to users including packaging, materials handling, inventory control and fixed facility location, traffic organization, carrier selection, determination of rates, classification and control.

MKT-4005: Global Marketing

Pre-requisite: BBA-3113

This course provides an overview of examining the global strategy and process of marketing goods and services. National market, review of international trade theory, analysis of balance of payment position and foreign currency market, export market, international joint ventures, licensing and leasing arrangements, patents and copyrights, international trade arrangements and regional trade grouping, generalized system of preferences, packaging, shipping and financing practices in the international market are discussed in this course.

MKT-4006: Strategic Marketing

Pre-requisite: BBA-3113

This course entails a comprehensive idea of how different product and service organizations can plan and accomplish their long term objectives to survive in the market. Survival in the long run, long-term recognition, and rapid change in the market environment has pushed enterprises for the deeper need of strategic marketing plans. This course introduces the crucial role of strategic marketing as well as the strategic marketing process in a systematic way.

MKT-4007: Sales Management

Pre-requisite: BBA-3113

This course examines the sales function in the point of view of sales managers. The need for the organizational effectiveness and efficiency regarding sales are described in the course, which focuses on selling prices, human behavior and selling, account management, negotiation and other aspects of selling.

MKT-4008: Service Management

Pre-requisite: BBA-3113

The course examines the marketing strategies for the intangible product offered by the organizations and the individuals. The organization effectiveness and efficiency regarding service, the control of service standard and the satisfaction level of the consumers are described in the course. This course will focus on the nature and characteristics of market and consumer behavior for various services; marketing mix of services, structure and development of institutions involved in selling services e.g. financial institution, banks & insurance companies, transportation firms, hotels and various travel and tour industry agencies.

MKT-4009: Comprehensive Marketing Case Analysis

Pre-requisite: BBA-3113

This course is designed to develop the decision -making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems. Case studies describing actual marketing problems provide an opportunity for those concepts and tools to be employed in practice. In every case study, the decision maker must develop a strategy consistent with the underlying factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.

MKT-4010: Relationship Marketing

Pre-requisite: BBA-3113

This course appreciates the importance of relationship marketing in today's world. Marketers want to retain their customers. This is a necessary condition for profitability and sustainability in the present world of cut throat core competition. Students will sharpen their attention to what it takes to satisfy customers. The course focuses on the financial implications of customer retention, emerging measures of tracking customer satisfaction, customer relationship management (CRM) under cultural diversity and CRM practices in this era of e-commerce.

MKT-4011: E - Marketing

Pre-requisite: BBA-3113

By the end of this course the students should demonstrate: An understanding of the way that Internet technology has changed the practice of marketing to date, and likely future developments, an appreciation of the critical issues facing firms those plan to market via the Internet, either as a start-up or extension to existing operations and practical skills in solving typical Internet marketing problems.

MKT-4012: Pricing Strategy

Pre-requisite: BBA-3113

This course deals with one of the most important marketing mixed tools- "Pricing". Different aspects of pricing are discussed in this course. Further the course explains how pricing relates to the overall marketing strategy.

MKT-4013: Advertising and Sales Promotion

Pre-requisite: BBA-3113

This course aims to develop an understanding of the terminology of promotion, and in particular, an understanding of the role of advertising both in the firm and in society, and an ability to integrate the different aspects of advertising into a comprehensive promotional plan. In addition, the course will provide students with a knowledge of aspects of sales promotion and an appreciation of the processes of identifying the policies and procedures of the organization with the view to marketing of image.

MKT-4014: Business to Business Marketing

Pre-requisite: BBA-3113

The course will cover the general principles of marketing and how they apply to business to business marketing, and introduce students to the particular theories and the body of knowledge that surrounds the marketing of goods and services in the industrial marketing sector. The course covers the nature of industrial markets, and the major differences between organizational and non-organizational buying processes, and the differences between their particular marketing strategies; business buyer behavior and an understanding of how to communicate effectively with business clients. The course also covers the means commonly used to service and motivate business customers; the selection, segmentation and targeting of industrial markets, and the role of industrial marketing research in this process; the formulation of an effective marketing mix and sound marketing plan for business to business marketing; the fundamentals of managing a business to business sales force and effectively servicing major (or key) effectively servicing major (or key) accounts; the distribution of business to business products; the pricing of business to business products.

MKT-4015: Brand and Product Management

Pre-requisite: BBA-3113

The course is aimed at introducing students to aspects related to the design of marketing of products and services in the marketplace. It will provide students with skills necessary in developing and administering policies and strategies for both the company's existing and new products with a competitive edge. The topics covered in this course, would include: a framework for product management structure in an organization; an overview for the need for introducing new products; the importance of an innovation policy; new product strategy, a productive new product development process; market appraisal for opportunity identification; the design process, a focus on importance of the consumer, product positioning, testing and improving new products to meet competition, product introduction and profit management; implementing the new product development process: the imperative need for customer and after-sale service as a competitive edge strategy in both domestic and foreign markets.

MKT-4016: Tourism and Hospitality Marketing

Pre-requisite: BBA-3113

This course aims to apply the principles of marketing to tourism and hospitality products and services. The course also examines the relationship between the motivations and behavior of tourism and hospitality consumers and, the distribution and delivery of tourism and hospitality products and services. In addition the course covers purchase-decision as applied to tourism and hospitality products and services, factors influencing the decision-making process, the role of information and communications technology in tourism and hospitality marketing and electronic communication and distribution strategies.

MKT-4017: Entertainment Marketing

Pre-requisite: BBA-3113

This course provides students with a framework for understanding key marketing issues facing organizations in the entertainment industry. It establishes a basis for the formulation of marketing tactics and strategies for firms competing for consumers' discretionary spending. The course covers recent developments in major sectors of the entertainment industry, including movies, television and cable, and theatre and sports. It examines issues that cut across all types of entertainment marketing, including licensing and promotion. The course uses case studies and projects.

MKT-4018: Sports Marketing

Pre-requisite: BBA-3113

This course provides an overview of sports marketing as a component of a fully integrated marketing communication strategy. Students study the history and contemporary application of sports marketing as a method to achieve goals. The course aims to examine strategies that address critical business constituencies, including consumers trade factors, employees, and the financial community. The course covers sports marketing within the context of special sporting event sponsorships, professional sports teams as well as governing organizations, sports media (broadcast, print as well as internet), licensing and hospitality.

MKT-4019: Food and Agricultural Commodity Marketing

Pre-requisite: BBA-3113

This course is designed to provide students with a framework for understanding the dynamics of the marketing of food and agricultural commodities. For this purpose, it introduces students with the core principles of food and agricultural commodity marketing system which optimize the managerial and operational efficiency of food and agribusiness market. Specifically, students in this course will learn on how food and agricultural commodity be blended with other elements of marketing mix. The course also covers segmentation part in order to select target markets for food and agricultural commodity.