Page 494 - Undergraduate Catalog 2026-27

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ITE 414 - Introduction to MKT 304 - Marketing MKT 308 - Social Media MKT 409 - Digital Marketing international marketing planning of research. Students work with real
E-Commerce Communication Marketing Analytics and various international marketing clients in a classroom.
Credit hours: 3 Credit hours: 3 Credit hours: 3 Credit hours: 3 activities. The course will discuss, at
Pre-requisite: Junior Level Prerequisites: MKT 301 Prerequisites: MKT 200 + MIS 200 Prerequisites: MKT308 length, the strategic and marketing
management issues relevant to the
Marketing Communications will
With the rapid growth of the Internet, global operations of a multi-national
commerce on the web has been profile a number of frameworks and This course builds upon integrating This course provides students with organization. Finally, the course will
a significant part of the revenue theories to elaborate and evaluate marketing theory with Internet analytical platforms from a practical address transitions in international
reality. This course helps students
communication initiatives. The overall
stream for companies. This subject marketing perspective to measure, marketing, with a particular focus
will develop an appreciation for all structure of the course is designed to develop the skills necessary to analyze digital activities, and on countertrade, newly emerging
mainly answer the following question:
understand and integrate Internet
the issues involved in developing implement best practices for using markets, and the future of the field
an e-commerce site, ranging from How do we communicate to build technology and characteristics into data to develop marketing strategies. and the students.
the business case to the technology brand equity a marketing strategy. It helps them It enables students to integrate large
recognize and understand the
involved. This subject will cover a This course examines marketing amounts of data extracted from MKT 499 - Special Topics in
range of business and technical communications strategies, tools and implications of the Internet not only websites, digital, social, and search Marketing
as a marketplace but also as a set
concepts, which are required to media that can be used by marketers platforms to offer effective marketing Credit hours: 3
understand e-commerce and to ensure effective communications of tools and opportunities. In this decisions. Upon completing this
e-business applications. These with customers. The overall course, teams of students will analyze course, students will be equipped Prerequisites: Consent of
Department
Internet marketing opportunities
include supply chain management, emphasis is on developing sound with a practical framework to analyze
systems analysis and development, approaches to addressing marketing facing a client firm. Teams will data from different digital marketing This course is designed to give
develop a strategic marketing plan.
e-commerce models, website analysis, communications problems and channels and learn the strategic use students an opportunity to
legal and ethical issues, and building relating these decisions to the firm’s Issues assessed will include the of data analytics for marketing. learn about current issues and
ecommerce web site. strategic orientation. firm’s Internet marketing capabilities,
stage of Internet development, developments in the field of
ITE 415 - Advanced E-Commerce MKT 307 - Services Marketing Internet marketing objectives, Marketing that are not ordinarily dealt
Application Design Credit hours: 3 stakeholder concerns, creation and Major Electives with elsewhere in the BBA curriculum.
Credit hours: 3 Prerequisites: MKT 200 maintenance of the website, nature Topics offered will depend on special
Pre-requisites: ITE 414 of the marketing and communication, faculty expertise in particular areas
Services dominate the global pricing, and service objectives. MKT 303 - Retail Marketing within the major. While the topics
This subject aims to provide students economy and are becoming critical Credit hours: 3 covered can vary each semester the
with an understanding of e-business for competitive advantage in MKT 408 - Applied Digital course is offered, a student is not
in the context of to-day’s global companies across the globe and Marketing Prerequisites: MKT 200 supposed to have more than one
business environment. Today most in all industry sectors. This course Credit hours: 3 The course provides an overview of Special Topics in Marketing course
businesses compete in a global is designed for students who may the field of retailing and endeavors listed in his/her transcript.
environment and a sound business be interested in working in service Prerequisites: MKT308 to familiarize the students with the In this particular offering, the course
strategy for on-line business is industries and will address the basic concepts and issues that are will focus on developing the skills
essential to facilitate this. distinct needs and problems of This course builds upon previous deemed pertinent in today’s world required to successfully complete the
This subject covers key areas of service firms in the area of marketing. marketing courses to provide of retailing and retail marketing; requirements for google certification.
e-business. It includes a wide The main theme of the course is that students with the opportunity to including, but not limited to, the These certifications are important for
coverage of the technological, service organizations (e.g., banks, apply their knowledge of digital nature and structure of retail industry, the practical application of marketing
organizational, educational institutions, hospitals, marketing in practice. This course the determinants of successful theory and also increase graduate
behavioral, social and legal issues hotels, professional services, and helps students develop the skills retail marketing strategies and the employment opportunities.
related to the development, transportation companies) require necessary to understand and fundamental principles of sound retail
implementation, operation and a distinctive approach to marketing integrate digital technology and management. MAC 314 - Communication
management of e-business strategy, both in its development and techniques into the marketing Strategy in Advertising
applications. execution. Particularly, the course strategy. It helps students recognize MKT 401 - International Credit hours: 3
Topics include: security methods focuses on the unique challenges and understand the implications of Marketing Prerequisites: MKT 200
and techniques for e-Commerce, of managing services and delivering the realities of the digital marketing
e-Commerce marketing concepts quality service to customers. The landscape. Upon completion of this Credit hours: 3 This is a writing-intensive course
and communication, supply chain attraction, retention, and building course, students will have provided Prerequisites: MKT 200 + ECO 202 providing the opportunity to apply the
management and e-Procurement. of strong customer relationships a digital marketing solution to a theories and principles of strategic
through quality service (and services) real-life digital marketing problem. This subject will give a clear
are at the heart of the course content. Students will also critically reflect on understanding to the students communication and to practice their
the sustainability of digital marketing of environmental forces that the strategic and tactical planning skills in
to meet current and future customer international marketer has to a teamwork environment. Emphasis is
needs. consider. The course will also focus placed on the creative process, visual
on various activities necessary for communication and the importance

Abu Dhabi University | Undergraduate Catalog 2026 - 2027 Abu Dhabi University | Undergraduate Catalog 2026 - 2027