The objective of the course is to provide students with absolute understanding of consumer behavior including consumer decision process and the influence of environment and individual differences on the buying decisions. The course introduces methods of influencing the consumer behavior and how they are used to enhance the effectiveness of the marketing efforts of business organizations.
Promotion & Personal Selling
This course is a combination of both the conceptual frameworks in development and application of both the advertisement & promotional techniques together with the buying behavior, and communication principles in successful personal selling. The first part of the course explores the advertising concepts in relation to product marketing, media planning and advertising research. The second part of the course will cover prospecting and qualifying potential customers, planning and making sales calls, dramatizing the sales presentations and how to build up long-term partnerships.
Channels of Distribution
This course is a study for the elements and management of marketing channels. The basic ideas, concepts and the different aspects underlying marketing channels will be discussed. The course will focus on issues pertinent to the different roles of channel members and institutions, namely retail, wholesale, and franchising. It covers the demand-side analysis, supply side analysis and the gap analysis of both channel flows and channel structures, whether to vertically integrate the channel. The course elaborates on the importance of management and coordination of the channel through the use of channel power sources and the recognition of channel conflict. It covers the rapidly growing non-store alternatives, including electronic channels, catalogs, and direct selling. The course deals with the critical role that supply chain management plays in creating value added in marketing channels.
This course is a study of the scientific process of a problem solving and research in a marketing context. It covers concepts of problem definition, hypotheses generation, developing the research plan (including data sources, research instrument, and sampling plan), collecting data, analyzing and interpreting information, and reporting the research findings. The course will place emphasis on the statistical and quantitative tools for analyzing data.
MIS & E-Business
This course introduces the fundamentals of e-commerce, the computer as an organizational information system, systems methodologies and the computer as a problem solving tool. The different business models, benefits and limitations of e-business are also explained. The course covers the concept of retailing in business (e-tailing), e¬-marketing and market research in business. Intra business between organizations and e-government is an important topic to be covered in this course. E-payment and different methods and technologies used in this area are also presented. The course then introduces in brief the security in e-business. New technologies like M-business are also introduced. The theoretical concepts are explained with the support of a number of local and international case studies to explain the impact of the e-business on business operations.
The course addresses the principles and theories of marketing in an international setting. The techniques for successfully entering and exploiting international markets and the basic elements of an international marketing mix as well as the impact of diverse cultural influences on marketing management strategies will be thoroughly discussed and demonstrated within this course.
This course examines the positioning of organizations’ marketing activities through investigating the customers and competitors as an external profile, in addition to performing self-study and portfolio analysis as an internal profile. The course objective is to help students become aware of the major aspects in planning and controlling of marketing operations. By developing their marketing skills, the students will be able to locate marketing activities and formulate alternative business strategies whether for declining or mature markets in a strategic context.
This course is designed to enable students to identify central issues and problems in business organizations to suggest alternative approaches and then present well-supported recommendations for future actions. The course will accomplish these objectives by explaining concepts and theories useful in understanding the strategic management process. The course will cover topics such as characteristics of strategic decisions, strategic decision makers, social responsibility and ethics in strategic management, situation analysis and corporate strategy, business and functional strategies in addition to strategy implementation and control. A case-study oriented approach will be heavily used in this course.