MBA in Marketing with concentration in Digital Marketing

Digital Marketing is the promotion of products or brands via one or more forms of electronic media; such as the internet, mobile phones, and display advertising. The overall goal is to plan, buy and execute a successful marketing campaign, combining traditional marketing techniques with all aspects of digital marketing, from search engines to social media.

 

 
 
TOTAL REQUIRED CREDITS FOR GRADUATION (39 credits)
CORE REQUIREMENTS (18 credits)
CODE DESCRIPTION PREREQUISITE CR.
ECO 500 Business Economics Pacement Test
3
FIN 500 Financial Management Pacement Test
3
MGT 500 Contemporary Management Pacement Test
3
MGT 501 Adv. Quantitative Methods in Business Pacement Test
3
MGT 502 Research Methods in Business Pacement Test
3
MKT 500 Marketing Management Pacement Test
3
MAJOR REQUIREMENTS (12 credits)
CODE DESCRIPTION PREREQUISITE CR.
MKD 550 Digital Marketing Tools & Strategies MKT 500
3
MKD 555 Organic Search Engine Optimization (SEO) MKT 500
3
MKD 560 Advanced Search Engine Marketing (SEM) MKT 500
3
MKD 565 Social Media Marketing and Analytics MKT 500
3
MKD 570 Integrated Marketing Communication Tools MKT 500
3
MKD 575 E-mail and Digital Display Strategies MKT 500
3
MKD 580 Mobile Marketing Applications and Strategies MKT 500
3
MKD 585 Digital Marketing Performance Measurement MKT 500
3
MKD 590 Special Topics in Digital Marketing MKT 500
3
GRADUATION REQUIREMENTS (6 credits)
CODE DESCRIPTION PREREQUISITE CR.
MKD 598 Research Project in Digital Marketing Consent of Advisor
3
MKD 599 Research Thesis in Digital Marketing Consent of Advisor
6
ELECTIVES (3 credits)
The electives are to be chosen from other concentration courses with the consent of the advisor, and may include the following courses
CODE DESCRIPTION PREREQUISITE CR.
ACC 500 Managerial Accounting Placement Test
3
ECO 520 Microeconomics Analysis ECO 500
3
FIN 520 International Business Finance FIN 500
3
HOM 510 Food & Beverage Management HOM 500
3
MGT 525 Advanced Business Communication Consent of Advisor
3
Course Descriptions
ECO 500
Business Economics
Students are presented with advanced concepts and analytical tools of microeconomic theory: demand, supply and equilibrium; opportunity cost; efficiency; perfect and imperfect competition; oligopoly and game theory; risk and uncertainty; economics of information; investment; public goods and externalities. Applications and case studies in managerial decision-making. Furthermore, this course shall emphasize to students the mutual relationship between the macroeconomic environment and business, including how fiscal, monetary, foreign exchange, and other policies of the government interact to help shape the macroeconomic environment. Causes and consequences of inflation and unemployment. Economic growth and technological progress. Open economy, international flow of goods and capital, exchange rates.
Prerequisite: Pacement Test
FIN 500
Financial Management
Concepts and theories applicable to the financial administration of a firm. Cases, problems, and readings to illustrate various financial problems and techniques for solving such problems. Topics include valuation, risk and return, capital budgeting, cost of capital, financial analysis and planning, and working capital management.
Prerequisite: Pacement Test
MGT 500
Contemporary Management
Students are coached to build on the different management theory approaches so that they are capable to integrate appropriate skills for better decision-making, to acquire an understanding of the practices related to leadership and organizational behaviour of the business constituents to manage structure and change affecting business strategies and to develop an understanding of the recent trends in management theory.
Prerequisite: Pacement Test
MGT 501
Adv. Quantitative Methods in Business
Examination of important quantitative approaches to management decision-making. Application of various analytical methods, models, and theories to a variety of management decision areas. Use of tools such as decision theory, simulation, PERT/CPM and linear programming to minimize risk and uncertainty in management activities. Quantitative controls and decision support as applied to the operations of business. Advanced applications in business analysis, decision support, and development of decision support system. Introduction to econometric techniques used in business: Simple and multiple regressions.
Prerequisite: Pacement Test
MGT 502
Research Methods in Business
Applications of research methods to facilitate business enterprise decision-making. Topics include review of the different research methods used (qualitative and quantitative), business environment analysis and problem definition, secondary literature review, data collection methodology as tied to hypotheses defined, questionnaires design, sampling techniques, statistical validation and results interpretation. Several cause-effect techniques studied. Students are to work on a research topic to experiment with these topics.
Prerequisite: Pacement Test
MKT 500
Marketing Management
Controllable and uncontrollable marketing variables in today's business environment. Topics include factors affecting consumer demand and methods of satisfying it, market structure, and product-mix selection, distribution, promotion, pricing, and market research. The course structure, projects, and cases are designed to develop the students' ability to generate effective marketing strategies in the face of uncertainty in group and competitive setting. Marketing planning, marketing research, designing, and marketing policies will be implemented.
Prerequisite: Pacement Test
MKD 550
Digital Marketing Tools & Strategies

This course introduces the whole array of technology platforms from desktops and laptops to mobile and tablet devices for consumers to use. For organizations, digital marketing strategies enable them to better align internal operations with nowadays turbulent external environments.

Prerequisite: MKT 500
MKD 555
Organic Search Engine Optimization (SEO)

Search engine optimization (SEOt involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and organic growth. Candidates shall learn how to rewrite website content to achieve a higher ranking in search engine results pages.

Prerequisite: MKT 500
MKD 560
Advanced Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click listings.

Prerequisite: MKT 500
MKD 565
Social Media Marketing and Analytics

This course highlights the different social media platforms that are heavily applied in contemporary business, marketing practices, and strategies. Such platforms are gradually dominating place in any marketing and promotional plan with financial results that can be quantifiable and measurable.

Prerequisite: MKT 500
MKD 570
Integrated Marketing Communication Tools

This course enables candidates to integrate both online and offline marketing communications tools within one single promotional campaign in order to achieve the intended marketing objectives in an efficient and effective way. Blending traditional and emerging tools in a balanced approach is a dilemma that participants in this course should learn how to overcome it.

Prerequisite: MKT 500
MKD 575
E-mail and Digital Display Strategies

Participant in this course shall learn how to design and implement an e-mail campaign based on newsletters that are targeted to an intended audience. In addition, digital display advertising tools occupy a significant place in this course in which candidates shall use sophisticated graphics software.

Prerequisite: MKT 500
MKD 580
Mobile Marketing Applications and Strategies

This course focuses on introducing mobile platforms and tools such as SMS, MMS and apps, in order to examine the potential markets and show examples and case studies of how mobile platforms are already being exploited and identify the potential applications to be embedded into the integrated marketing communication tools and campaigns.

Prerequisite: MKT 500
MKD 585
Digital Marketing Performance Measurement

Performance measurement is a key component of any digital campaign whereby participants should measure the financial output that can be generated such as return on investment (ROI) out of a certain online campaign's budget.

Prerequisite: MKT 500
MKD 590
Special Topics in Digital Marketing

This course takes the form of seminar series in order to tackle various emerging digital subjects in the marketing field. Applied case studies and projects are assigned for the purpose of building the bridge between academia and professional practices.

Prerequisite: MKT 500
MKD 598
Research Project in Digital Marketing

Students aim to apply theoretical and practical concepts into a selected field in Digital Marketing. The final work is a review of secondary literature or building a case study to reveal a trend or a specific behavior characteristic of the working environment. This research may reveal some 

Prerequisite: Consent of Advisor
MKD 599
Research Thesis in Digital Marketing

Students conduct a full-fledge research using a specific research methodology to investigate in depth an issue related to Digital Marketing. Original research results should be obtained.

Prerequisite: Consent of Advisor
ACC 500
Managerial Accounting
This course builds on the concepts of managerial accounting for internal decision-making. Major topics included are product costing, emphasizing costing approaches used in today's business environments, relevant costs for decision analysis, variance analysis, divisional performance evaluation, and transfer pricing. Interpretation of accounting data in planning, controlling and decision-making. The course provides a detailed look at the development and use of management accounting information in operational decision settings. The emphasis is on the identification and measurement of cost drivers and the uses and limitations of management accounting information. The concepts and methods are applied to both manufacturing and service organizations.
Prerequisite: Placement Test
ECO 520
Microeconomics Analysis
Contemporary price and allocation theory with emphasis on comparative statistics. This course is on the theory of competitive markets, or optimization given prices. Producer Theory, Consumer Theory, and Partial Equilibrium are covered. Producer theory focuses on basic optimization, Kuhn-Tucker techniques, and duality. Consumer Theory applies these techniques to consumer decisions, and also covers the development of utility from preferences and decision making under uncertainty. Partial equilibrium covers Walrasian Equilibrium and Pareto Efficiency.
Prerequisite: ECO 500
FIN 520
International Business Finance
Theories and financial management practices unique to business firms, which operate in, or are influenced by, an increasingly global economy. Examines the financial management of multinational firms and the interrelationships between financial planning and the international economic environment. Topics include direct investment theory, capital budgeting, financing trade and investments, risk management, and working capital management. Determination of exchange rates; foreign exchange markets; country risk; international banking; international capital markets and stock exchanges; globalization of financial markets; global cash management; special topics pertaining to the financial management of multinational corporations.
Prerequisite: FIN 500
HOM 510
Food & Beverage Management
This course focuses on the technical, managerial, and human-resources skills needed to be successful in food service management. Topics such as market analysis, concept development, menu planning, operations management, and marketing are addressed in a seminar format. Current and future issues affecting the food service industry will be discussed.
Prerequisite: HOM 500
MGT 525
Advanced Business Communication
Business communication techniques and tools form a fundamental cornerstone in the preparation of leaders of the future. Therefore, this course is designed in such a way to fulfill the theoretical and the practical foundations of business communication. This course is interactive and is based on a combination of lectures, class discussions and presentations. Its subject is communication as it applies to leaders in organizations. This course will help the student to analyze audiences, develop arguments, test abilities to persuade in speaking, and improve overall ability to effectively communicate as managers. Course work will primarily involve individual and group presentations, meeting facilitation, class participation and discussion. Case studies are used extensively.
Prerequisite: Consent of Advisor

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