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structure of the course is designed to a marketing strategy. It helps them amounts of data extracted from
mainly answer the following question: recognize and understand the websites, digital, social, and search
How do we communicate to build implications of the Internet not only platforms to offer effective marketing
brand equity as a marketplace but also as a set decisions. Upon completing this
This course examines marketing of tools and opportunities. In this course, students will be equipped
communications strategies, tools and course, teams of students will analyze with a practical framework to analyze
media that can be used by marketers Internet marketing opportunities data from different digital marketing
to ensure effective communications facing a client firm. Teams will channels and learn the strategic use
with customers. The overall develop a strategic marketing plan. of data analytics for marketing.
emphasis is on developing sound Issues assessed will include the
approaches to addressing marketing firm’s Internet marketing capabilities,
communications problems and stage of Internet development,
relating these decisions to the firm’s Internet marketing objectives, Major Electives
strategic orientation. stakeholder concerns, creation and
maintenance of the website, nature
MKT 307 - Services Marketing of the marketing and communication, MKT 303 - Retail Marketing
Credit hours: 3 pricing, and service objectives. Credit hours: 3
Prerequisites: MKT 200 Prerequisites: MKT 200
MKT 408 - Applied Digital
Services dominate the global Marketing The course provides an overview of
economy and are becoming critical the field of retailing and endeavors to
for competitive advantage in Credit hours: 3 familiarize the students with the basic
companies across the globe and Prerequisites: MKT308 concepts and issues that are deemed
in all industry sectors. This course pertinent in today’s world of retailing
is designed for students who may This course builds upon previous and retail marketing; including,
be interested in working in service marketing courses to provide but not limited to, the nature and
industries and will address the students with the opportunity to structure of retail industry, the
distinct needs and problems of apply their knowledge of digital determinants of successful retail
service firms in the area of marketing. marketing in practice. This course marketing strategies and the
The main theme of the course is that helps students develop the skills fundamental principles of sound
service organizations (e.g., banks, necessary to understand and retail management.
educational institutions, hospitals, integrate digital technology and
hotels, professional services, and techniques into the marketing MKT 401 - International
transportation companies) require strategy. It helps students recognize Marketing
a distinctive approach to marketing and understand the implications of
strategy, both in its development and the realities of the digital marketing Credit hours: 3
execution. Particularly, the course landscape. Upon completion of this Prerequisites: MKT 200 + ECO 202
focuses on the unique challenges course, students will have provided
of managing services and delivering a digital marketing solution to a This subject will give a clear
quality service to customers. The real-life digital marketing problem. understanding to the students
attraction, retention, and building Students will also critically reflect on of environmental forces that the
of strong customer relationships the sustainability of digital marketing international marketer has to
through quality service (and services) to meet current and future customer consider. The course will also focus
are at the heart of the course needs. on various activities necessary for
content. MKT 409 - Digital Marketing international marketing planning
and various international marketing
MKT 308 - Social Media Analytics activities. The course will discuss, at
Marketing Credit hours: 3 length, the strategic and marketing
Credit hours: 3 Prerequisites: MKT308 management issues relevant to the
Prerequisites: MKT 200 + MIS 200 global operations of a multi-national
This course provides students with organization. Finally, the course will
This course builds upon integrating analytical platforms from a practical address transitions in international
marketing, with a particular focus
marketing theory with Internet marketing perspective to measure, on countertrade, newly emerging
reality. This course helps students analyze digital activities, and markets, and the future of the field
develop the skills necessary to implement best practices for using and the students.
understand and integrate Internet data to develop marketing strategies.
technology and characteristics into It enables students to integrate large

Abu Dhabi University | Undergraduate Catalog 2024 - 2025