Department Welcome
Marketing Department- Digital Marketing and Innovation Program (DMI)
Head of Department Welcome Message
Welcome to the Digital Marketing and Innovation (DMI) Program!
It is with great excitement that I welcome you to this dynamic and transformative journey. As the Head of the Department, I am thrilled to guide you through a curriculum designed to equip you with the cutting-edge skills and knowledge required to excel in the ever-evolving world of digital marketing. We are committed to providing you with a supportive environment, where you can explore, create, and collaborate with fellow students and industry experts. Together, we will empower you to become a leader who can think creatively, adapt quickly, and innovate continuously in the digital landscape. I look forward to seeing you thrive and contribute to the exciting world of digital marketing and innovation! Best wishes for a successful and inspiring experience ahead.
Program Description Paragraph
The Digital Marketing and Innovation Program is designed to equip students with the knowledge, skills, and tools needed to thrive in today’s rapidly evolving digital landscape. As businesses increasingly rely on digital channels to engage customers, enhance brand presence, and drive growth, this program offers an in-depth exploration of the strategies and technologies that are shaping the future of marketing. In today’s fast-paced digital age, staying ahead of the curve is key. Our program not only emphasizes core marketing strategies but also integrates the latest trends, technologies, and innovations shaping the future of the industry. You will learn how to harness the power of content creation, social media, AI, and digital tools to drive meaningful results in any marketing campaign.
Academic Members
List and details of academic members of the department.
Study Plan
Details about the study plan and curriculum.
Course Curriculum: 133 Credit Hours
Guidance Plan
Guidelines and plan for student guidance.
Course Curriculum: 133 Credit Hours
List of Competencies
Digital Marketing and Innovation - List of Competencies
- Knowledge:
- A1: Overview the theoretical and technical concepts related to marketing, digital marketing, innovation and consumers.
- A2: Understand the Roles of Marketing and Digital Marketing functions.
- A3. Overview of different perspectives of traditional and digital marketing.
- A4: Knowledge and related terminology for marketing and business.
- Practical Skills:
- B1: Use of professional written and oral communication skills.
- B2: Develop and execute digital marketing plans.
- B3: Identify roles and skills in conjunction with specific tasks.
- B4: Effective use of information technology in marketing applications.
- B5:Applying qualitative and quantitative methods for problem solving and market research.
- Thinking Skills:
- C1. Ability to provide solutions to change in microenvironment and microenvironment and awareness of trends.
- C2. Rational decision making (including conducting comparison, analysis, evaluation, interpretation, inference, and explanation).
- Other Skills:
- D1. Diligence in seeking relevant information through research skills.
- D2. Improved proficiency of using of English language in terms of reading, writing and speaking, especially the technical business and marketing language.
- D3. Thorough use of all available resources for building relationships to help students attain their educational and practical goals.
Course Description
Detailed descriptions of the courses offered.
| 504101 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | - | - | |
| The major emphasis of this course is on key concepts and issues underlying the modern practice of marketing. The role of marketing in the organization and in society is examined and analyzed. This course focuses on application of current theories and concepts in effectively marketing goods and services to define target customers from a domestic and global perspective. The course content includes marketing in a macro and micro context, the marketing concept, buyer behavior, and marketing organization, market research, identifying target customers, developing product offers, branding, pricing, marketing communications, and distribution channels. Marketing is critically examined from the perspective of the consumer, economy, technology, legal/political issues, and ethical/social responsibility. | ||||
| 504212 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course focuses on application of the behavioral sciences to help understand consumer behavior and the major influences on the consumption process. Emphasis is placed on understanding the essentials underlying consumer behavior and developing an ability to relate such understanding to important issues faced by marketing practitioners. Course topics include perception, memory, affect, learning, persuasion, motivation, behavioral decision theory, and environmental (e.g., social and cultural) influences. Emphasis is on practitioner-oriented managerial implications of marketing tool applications, including the impact of market promotion, marketing communications, research techniques, consumer motivation, and perception. | ||||
| 504213 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| The emphasis in this course is on the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. The course focuses on communications theory as well as the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. This course examines the process by which integrated marketing communications programs are planned, developed and executed as wells as the various factors and considerations that influence this process. Ethical, legal and social issues are also discussed during the course. | ||||
| 504215 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course examines the elements of an effective sales force as a key component of the organization's total marketing effort. The course extends students? understanding of marketing's reach and the strategic role of sales management in achieving businesses goals. The course helps to understand the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating, and retaining salespeople. The focus of this course is on business-to-customer sales management as well as on business-to-business (B2B) sales management. | ||||
| 504216 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course teaches the issues and considerations (monetary and nonmonetary) in the management of pricing of products and the role of pricing and product management in achieving strategic business goals. The course provides marketing students the link between pricing and product management within the context of the marketing mix and the marketing management process. It develops an understanding of and competence in dealing with problems relating to management of pricing of new product decisions, brand management strategies and pricing policies. | ||||
| 504224 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| Marketing channels and logistics are analyzed as systems of interrelated and interdependent organizations engaged in making goods and services available for consumption by industrial, logistics, institutional and final consumers. This course emphasizes how effective and efficient distribution channels, logistics and networks (comprising manufacturers, wholesalers, retailers, transportation firms and other actors in the distribution process) can be constructed. Particular attention is given to examining the behavioral dimensions of channel relations, the roles of channel members, their use of power, the conflicts that arise among them and their communication procedures. Logistics is examined as a major part of distribution channels management by which an organization may achieve a sustainable competitive advantage in today?s private and public sectors organizations. Supply Chain Management discusses the key drivers of good supply chain management and helps students understand what creates a competitive advantage | ||||
| 504226 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101+502101 | - | |
| Marketing management takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization?s products, prices, channels and communication strategies; and the organization?s system for planning and controlling its marketing effort. This course is also concerned with practicing the various functions of management science in managing the marketing activities to achieve the organization?s strategic objectives. | ||||
| 504321 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504226 | - | |
| This course is designed to provide marketing students the full process, knowledge and skills of the field of marketing research. This course helps to understand the role of marketing research in today's business and marketing strategies to achieve intended performance levels. This includes designing research projects, designing methodologies, developing experimental designs, and designing and developing several quantitative and qualitative research primary data collection methods and instruments such as questionnaires and interviews. This course explores quantitative and qualitative techniques for analyzing data, implementing research projects, and communicating and interpreting research results and implications. Moreover, this course is concerned with the application of scientific methods to the solution of marketing problems in order to increase the ability of management to make relevant marketing decisions based on sound marketing information. | ||||
| 504326 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504226 | - | |
| This course explores the intersection of strategic marketing principles with the transformative impact of digital technologies. Students will delve into the strategic frameworks and practices essential for creating and implementing effective marketing strategies in the digital age. The course will equip students with the knowledge and skills necessary to navigate contemporary marketing challenges and opportunities through digital channels. | ||||
| 608125 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | - | - | |
| This course is an introduction to computer-aided design and drafting (CAD). The course will explore ideas for layout, line weights, dimensions and annotation using AutoCAD. It will approach drawings as a visual communication tool that is both artistic and informative. The study will revolve around a semester-long project that contains various types of plans, elevations and sections of an interior space 2D + 3D Design | ||||
| 504325 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course improves marketing skills and understanding of specific marketing topics, as well as ?big picture? issues of how various aspects of marketing ?fit together,? all from a brand equity perspective. Accordingly, this course is organized around key product and brand management decisions. The course helps students build, measure, and manage brand equity. The course approach uses lectures, discussions, presentations, and case analyses in an interactive format. | ||||
| 504334 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504213 | - | |
| This course explores advertising as the main tool of integrated marketing communication (promotional mix). It covers the systematic methods in planning and managing of traditional and digital advertising campaigns. The course focuses on a variety and complexity of advertising and media strategies. It further elaborates how to measure the effectiveness of relevant advertising campaigns. | ||||
| 504336 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504213 | - | |
| This course examines the marketing functions and activities using unprecedented technological advancements, e.g., information technology. This course examines marketing issues from a balanced perspective of theory and practice. The theoretical foundation of e-marketing and the digital age will be explored through understating the recent developments in e-marketing. The practical foundation will be addressed using real-world cases and practices that systematically enhance the principles and theories introduced. Modern businesses need to get these issues right if they are to be successful with their e-marketing applications. The major goal is to understand the dynamism of marketing concepts and their applications on the traditional marketing 4Ps/7Ps context. | ||||
| 504343 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course gives an understanding of the strategic marketing process in nonprofit, public organizations, and social marketing campaigns from research and planning through execution and evaluation. This course teaches marketing students how to research and analyze a market, conduct a marketing audit, develop positioning and branding strategies, determine the various elements of the marketing mix, create an implementation plan and assess the results for specifically nonprofit organizations. The students are exposed to a different marketing audience in terms of needs, funding, assessment | ||||
| 504345 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course explores the use of marketing techniques to promote political views. The course shows how politicians, candidates, social movements, parties, even government departments and councils adapt the marketing strategies for political purposes. With special focus on some unique strategies such as negative campaign, the course demonstrates the basic concepts of political marketing and applies these concepts to examples from national and international context. | ||||
| 504347 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504226 | - | |
| This course focuses on the vital importance of service industries such as banking and finance, healthcare, automobile services and the role they play in today?s economy. The course supplements and builds on the basic marketing course by focusing on the strategies and problems of service businesses. It introduces a new focus within the marketing mix, emphasizing the implications of customer expectations and perceptions, including services marketing three Ps: People, Physical Evidence, and Process; the GAPS model of service quality; the impact of services failure and recovery; consumer-based pricing and value-pricing strategies; and integrated services marketing communications. | ||||
| 504337 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504213 | - | |
| In todays? digital world, effective communication is crucial for entrepreneurial success. This course focuses on two main areas: digital entrepreneurship and communication. Students will explore how to develop, launch, and grow digital businesses while mastering the communication skills needed to succeed in a digital workplace. The course covers the latest digital tools and technologies, including social media, online marketing, and e-commerce. It emphasizes the impact of digital communication on building relationships, forming work teams, and creating compelling presentations. Students will learn how to effectively use digital communication tools, such as, Email, Instant messaging apps (e.g., Microsoft Teams), Video conferencing tools (e.g., Zoom, Google Meet), Social media platforms (e.g., LinkedIn) to enhance their digital entrepreneurial ventures. | ||||
| 504349 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course aims to introduce students to the basic concepts of sustainable business, green marketing, and green consumers. The course discusses green marketing in the global context of growing environmental concerns and changing patterns of consumer demand as it explores the environmental issues and challenges confronting marketers in this matter. The course demonstrates various debates on the unjust usage of natural resources and raw materials, energy sources and consumptions, production process, use and consumption of products, waste re-use and product recycling, labor rights, and the enhancement of society at large while achieving the marketing goals. | ||||
| 504415 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504226 | - | |
| This course reveals how creativity and innovation can be fostered and managed in a business. It provides students with the theoretical conceptualizations of innovation as well as practical applications involved in developing new products. The course focuses on the process of analyzing market opportunities and solving consumer problems through innovating new products. This takes place through the process of idea generation and management, product actual development, testing and commercialization. | ||||
| 504421 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| The course discusses the marketing activities in international market contexts. The course provides a thorough understanding of the marketing mix beyond national boundaries. The course discusses the diversity of cultural settings and their impact on effective marketing strategies/decisions in international market contexts. Exploring the challenges and opportunities of each level of involvement in international marketing settings with a particular focus on global strategies for gaining and maintaining a competitive edge is an essential part of this course. Knowledge obtained from previous marketing courses enables students to perform a comprehensive analysis of international marketing opportunities in foreign markets. | ||||
| 504432 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course builds an understanding of relationship marketing and its different theoretical and practical domains. It explores relationship marketing concepts and dimensions and the various aspects of relationship marketing development. Finally, students are able to understand and differentiate between the contexts in which relationship marketing is formed such as b2b and b2c. Relationship marketing theory is explained fully. Key dimensions such as trust, commitment, communication and information sharing are explored in this course. | ||||
| 504400 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504101 | - | |
| This course explores the dynamic intersection of marketing strategies and evolving technologies in today's digital economy. Students will examine key contemporary issues shaping the marketing landscape, with a focus on how technological advancements influence consumer behaviour, market dynamics, and marketing practices. Through case studies, discussions, and practical exercises, students will develop a deep understanding of the challenges and opportunities presented by technological innovations in marketing. | ||||
| 504437 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504336 | - | |
| This course covers the spectrum of social media and social networking sites utilized by consumers; it focuses on how such media can be best used to achieve marketing objectives. The course examines the use of social media marketing as an essential part of integrated marketing communication. It further highlights the main strategies used to develop and implement content marketing with the aim of engaging targeted consumers. The course exposes students to the ways to measure the effectiveness of social media and content marketing activities. | ||||
| 504441 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504347 | - | |
| This course gives an understanding of the theoretical foundations and practical applications of marketing strategies to professional sport, special events, international sport, broadcasting, facility management, and sporting industry. The course gives marketing students an opportunity to apply key marketing concepts and strategies within various settings in order to gain a better understanding of both participant and spectator markets. Hence, it exposes students to the various aspects and unique characteristics of the field of sports marketing as well as to comprehend the application of marketing concepts within the context of the sports industry. Students will handle real life cases and problems within the scope of sports industry | ||||
| 504331 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504213 | - | |
| This course explores the legal principles, regulations, and ethical considerations that govern marketing practices in the digital age. Students will examine the intersection of cyber law and marketing, focusing on the legal frameworks and regulations that impact digital marketing strategies, consumer protection, data privacy, and intellectual property rights. Through case studies, discussions, and practical exercises, students will develop a comprehensive understanding of the legal challenges and compliance requirements facing marketers in online environments. | ||||
| 504330 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504347 | - | |
| This course explores the strategic use of digital marketing techniques and technologies within the tourism and hospitality industry. Students will examine how digital platforms, social media, mobile apps, and online marketing strategies are utilized to attract tourists, enhance guest experiences, and drive business growth in hospitality and tourism sectors. Through case studies, practical exercises, and industry insights, students will gain a comprehensive understanding of the unique challenges and opportunities in digital marketing specific to tourism and hospitality | ||||
| 504338 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504213 | - | |
| This course examines the intersection of fashion marketing strategies with sustainable practices and ethical considerations. Students will explore how fashion brands and retailers integrate sustainability into their marketing strategies to meet consumer demand for eco-friendly products and practices. Through case studies, industry examples, and practical exercises, students will gain insights into the evolving landscape of sustainable fashion marketing and its impact on consumer behavior, brand reputation, and environmental stewardship. | ||||
| 504339 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | 504347 | - | |
| This course explores the strategic marketing principles and practices specific to electronic financial services (e-financial services). Students will examine how financial institutions leverage digital platforms, fintech innovations, and online marketing strategies to attract and retain customers in a digital-first economy. Through case studies, industry examples, and practical exercises, students will develop a comprehensive understanding of e-financial services marketing strategies, consumer behavior trends, regulatory considerations, and the impact of digital transformation on financial services marketing. | ||||
| 504492 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | Department Approval+ Completion of 99 C.H. | - | |
| The Graduation Project verifies that marketing students have acquired the skills, knowledge, and concepts necessary to perform well in their professions. Each student will use educational tools to broaden his/her knowledge about a self-selected topic. The topic should be complex and comprehensive enough to challenge the student intellectually and creatively. The topic should be viewed as one that requires cumulative knowledge. Each student will demonstrate mastery of his/her topic through the following components: research-based paper, portfolio, and oral presentation. | ||||
| 504491 | 3 CH. | Prerequisite | Co-requisite | |
|---|---|---|---|---|
| 3 | 0 | Department Approval+ Completion of 90 C.H. | - | |
| After all other requirements for the degree have been met, students engage in practical training. However, practical training must be requested prior to the completion of all course requirements for the degree or prior to the completion of the course of study. The training must be directly related to the student?s field of study and commensurate with the student?s educational level. A student must complete all practical training within a 16-week period during the last year of study. Practical training plays an important role in technical and vocational education. It expands learning environment for students from school to workplace and provide them with opportunities to gain practical experience as preparation and exploration for future employment. | ||||
Program Learning Outcomes
Digital Marketing and Innovation Program Learning Outcomes
Student learning outcomes describe what students are expected to know and be able to do by the time of graduation. By the time of graduation, the Digital Marketing and Innovation Department's program must enable students to attain an ability to:
PLO1.Develop student knowledge and learning skills to be able to analyze marketing theories, activities and scenarios among firms, enterprises, and countries.
PLO2.Ensure that students will demonstrate the ability to develop comprehensive digital marketing strategies integrating market research, consumer behavior analysis, and innovative digital tools to achieve organizational objectives.
PLO3. Allow students to exhibit creative and innovative thinking in identifying market opportunities, develop new digital marketing approaches, and solve complex marketing challenges in diverse industry contexts.
PLO4. Build and develop an academic research profile, so that the volume and quality of research are acknowledged and recognized locally and internationally.
PLO5. To build on extensive and diverse links with regional business and the local community members to establish significant long-term partnerships for the University and businesses to secure internship and employment opportunities.