King Talal Faculty of Business and Technology
Marketing

Course Description

35101 Principles of Marketing
Prerequisite: (None)
Credit Hours: 3
This course covers the following topics: the core of marketing concepts, marketing and its environment, marketing research and marketing information system, target markets: market segmentation , consumer buying behavior, organizational market sand buying behavior. It also focuses on the elements of the marketing mix: product decisions, price decisions, distribution and promotion.

35102 Consumer Behavior
Prerequisite: (35101)

Credit Hours: 3
This course focuses on the consumer behavior and marketing strategy. It discusses the framework for consumer analysis, affect and cognition, conditioning and learning process. It also familiarizes the students with concepts such as: motivations, perception, attitudes, cultural and cross cultural influences, social class, reference group and family; market segmentation and product positioning, consumer behavior and new product adoption

35111 Introduction to Electronic Marketing
Prerequisite: 35101
Credit Hours: 3
The Introduction to Electronic Marketing Course presents an overview of the exciting and effective world of marketing of products/services over the Internet. This course addresses all of the creative and technical aspects of maintaining a marketing website, including the importance of web design, web development, advertising, public relations, and sales. This course also defines key terms, such as: search engine marketing, display advertising, email marketing, affiliate marketing, interactive advertising, new media distribution, blog and viral marketing, and search engine optimization.

35112 Introduction to Social Media
Prerequisite: 35111
Credit Hours: 3
Students will understand social network theories, platforms and types. Symmetric Social Networks like Facebook and Asymmetric Social Networks like Twitter will be studied as well. For each platform, students will review user demographics, history of dominant platform, value proposition, what success looks like, selected relevant topics.

35123 Communication Skills and Technologies
Prerequisite: 35111
Credit Hours: 3
In this course, students will investigate the uses and applications of communication technologies in terms of their cultural, economic and political significance. Students will focus on a range of traditional and digital technologies, analyzing them through a number of different frameworks. Guiding questions of the course are, for example: In what ways are technologies always social? How have older technologies adapted to more recent historical conditions and innovations?

In the Online Communications Course, students learn how to properly communicate with the information technology (IT) team. Students in this course gain foundational knowledge that will assist them in considering the technological limitations of their company. This course also addresses technical topics that must be considered when creating a marketing website and user interface

35201 Marketing Channels
Prerequisite: (35101)

Credit Hours: 3
This course covers issues related to planning of policies and distribution of goods and services final consumers or end-users. Strategies related to channels of distribution and physical distribution are investigated. Students learn the importance of those strategies in the success of the overall marketing plan. Topics related to the distribution strategies such as, warehousing, inventory management, design of a marketing channel, selection of channel members, and control of the marketing channel and management of channel conflict.

35203 Advertising and Promotion Management
Prerequisite: 35101
Credit Hours: 3
This course looks into how advertising and sales promotion affects the marketing program. Covers advertising-related issues such as organizing advertising activities, establishing advertising objectives, developing advertising campaigns, media selection, budgeting, and evaluation and control of advertising efforts. Examining different promotional methods, planning and implementation of promotional campaigns, and evaluating and controlling of required promotional efforts and outcomes.

35211 Retail Management
Prerequisite: 35123
Credit Hours: 3
This course introduces students to the principles and methods of retail operations. Different topics are covered including, in-depth analysis of retail structure, long term planning for the different retail operations, resources of the different types of retail operations, organizing and staffing, decisions of location and site, planning of merchandise, design and layout of a retail outlet, methods of buying and inventory management, pricing policies, developing and providing services as part of customer support, and methods of franchising and franchising strategies.

35212 New Media Distribution Channels
Prerequisite: 35111
Credit Hours: 3
TheNew Media Distribution Channels Course teaches students how to analyze new media distribution channels to determine how to market and deploy their products/services over a multitude of platforms. Students examine a variety of advanced media components; assess which distribution channels can best help them to accomplish their marketing goals, and then integrate their product/service into those channels, making alterations as needed. The course will take students over the following new media distribution channels: Web 2.0, mobile devices, video games, virtual worlds, Web mash-ups, blogs and wikis, email, social media, interactive TV, and podcasting.

35220 Marketing Research

Prerequisite: (35101 and 31233)
Credit Hours: 3
This course contains: the nature and concept of marketing research, information marketers systems. The marketing research process, research design, the collection methods, measurement concepts and techniques, sampling & field work data analysis and presentation.

 

35221 Fundamentals of Web Design
Prerequisite: 35112
Credit Hours: 3
The Fundamentals of Web Design Course overviews the process of Web page creation and it importance within Internet marketing. This course expands on the knowledge presented in the Introduction to Scripting Languages course by teaching students to identify CSS (Cascading Sheets) and how they are used to add to Web documents. This course examines how graphics are used within Web pages and the various image file formats used on the Web. A brief overview of the Web page creation process is also covered.

35222 Introduction to Electronic Business
Prerequisite: 35111
Credit Hours: 3
This course explores how the Internet has revolutionized the buying and selling of goods and services in the marketplace. Topics include: Internet business models, electronic commerce infrastructure, designing on-line storefronts, payment acceptance and security issues, and the legal and ethical challenges of electronic commerce. Students will also gain hands-on experience in creating a web site using an HTML authoring tool.

35224 Introduction to Web Interface and Usability
Prerequisite: 35101
Credit Hours: 3
The Introduction to Web Interface and Usability Course teaches students the concepts and strategies needed to create successful web interfaces. In this course, students examine the foundation of creating logical, intuitive, and clear web interfaces used by companies worldwide. This course examines design principles relating from usability, visualization, and functionality constructs.

35231 Services Marketing
Prerequisite: (35101)

Credit Hours: 3
This course covers the following topics: the concept of service marketing, the development of services marketing, the characteristics of services and its marketing applications, marketing planning for services; the service marketing mix elements, services quality & productivity; international marketing of services, management of marketing of services & control

35304 Industrial Marketing
Prerequisite: (35101)

Credit Hours: 3
This course looks into the major factors that need to be taken into consideration in the marketing of trial and technical goods and services. Issues like industrial markets, nature of industrial buying behavior, methods of research in industrial markets, and ways and methods of developing and maintaining successful marketing strategies are covered.

The important roles played by product strategy, personal selling, and distribution and pricing strategies in industrial marketing are thoroughly examined.

35305 Internet Consumer Behavior
Prerequisite: 35101
Credit Hours: 3
The Internet Consumer Behavior Course examines how people buy products online, as well as what and why they buy online. The course studies the Internet consumer from a psychological perspective in order to understand how to design a successful Internet site and to create a marketing message that reaches the consumer. Students in this course examine several specialized topics that relate to the online consumer, and through these topics attempt to understand and predict online buyer decision-making.

35307 Advertising Technology
Prerequisite: 35203
Credit Hours: 3
The Introduction to Mobile Advertising Course covers creating mobile advertisements, as well as evaluating this type of advertising for an Internet product/service. In addition to understanding this business model, students must learn how to integrate and strategically develop their products/ services for the mobile market. The main goal of this course is to address the specific topics related to advertising for mobile phones and other mobile products. Other topics covered include privacy issues and legal issues.

Email marketing is a form of direct marketing that uses electronic mail as a means to communicate a message. The goal of the Email Marketing Principles Course is to teach students how to determine if an email marketing campaign is correct for their audience and products/services, and how to produce and create an effective email campaign. Additional topics that will be covered include developing emails with a creative purpose that facilitate sales and develop customer loyalty; creating emails that attract new customers and encourage timely sales; and developing email campaigns that perpetuate and strengthen a company's brand.

35311 Design Principles of Commercial Websites
Prerequisite: 35111, 35203
Credit Hours: 3
The Website Advertising and Design Principles Course explain how to create a website that embodies web design principles that enhance the marketing message and promote consumer sales. The course covers the following topics: traditional and Internet advertising principles, website design and functionality, web design principles that enhance the consumer experience, and branding. The overall goal of the course is to cover website advertising and website design principles that are specific to the Internet marketing field and will sustain consumer activity and loyalty.

35312 E-Commerce:
Prerequisite: 35111
Credit Hours: 3
Electronic commerce is the exchange of information and transactions between organizations via computers. While e-commerce has been with us for a while, its more recent implementation via the Internet has enormous implications for marketing and communication. Students will evaluate the strategic implications of e-commerce as well as issues of planning, developing and implementing e-commerce solutions for marketing.

35321 Product and Brand Management
Prerequisite: 35101
Credit Hours: 3
This course is designed to give participants a good working knowledge of the many aspects of product and brand management across consumer and industrial markets. The separation of product from the brand, changes to trademark and brand registration laws and the focus on building and maintaining brand equity has created a need for marketers to understand the complex relationship between products and brands and to develop brand strategies. The material covered in the course includes: the relationship between products and brands; the history of brands; product audits and brand architecture decisions; brand selection, registration, naming and design; legal requirements; brand performance measurement; creating, maintaining and measuring brand equity.

35331 Display Advertising
Prerequisite: 35203
Credit Hours: 3
Display advertising is a form of advertising that uses several digital formats to create advertisements on a web page. The main goal of banner ads is to attract traffic to a website by linking the consumer to the website of an advertiser. In the Display Advertising Course, students learn not only the basics of this type of advertising, but also how to integrate it with the Internet marketing structure. Along with evaluating the impact of banner

advertising in an Internet marketing campaign, students learn how to use various techniques to create banner ads

35332 Viral Marketing
Prerequisite: 35111
Credit Hours: 3
Viral marketing is based on natural behavior, uses preexisting social networks, and produces increased brand awareness through self-replicating processes similar to the spread of a computer virus. There are several methodologies inherent in viral marketing, such as: producing video clips, creating interactive flash games, developing images, or even sending text messages to the consumer. The goal of viral marketing is to inspire consumers to tell others about a product or service in order to increase brand awareness and inspire consumer loyalty. In the Viral Marketing Course, students learn how to evaluate if this marketing approach is appropriate for their product and/or brand. In this course, students are tasked with creating and producing their own viral marketing campaign.

35406 Internet Law and Legal Issues
Prerequisite: 35111
Credit Hours: 3
The Internet is a complicated world when it comes to law and legal issues. In the Internet Law and Legal Issues Course, students examine a variety of course topics covering the entire subject areas related to this complex digital medium. It is vital that students understand how to protect their company and how to respect their consumer. A large portion of this course consists of examining case studies and analyzing controversial legal decisions regarding the Internet.

35411 Global Electronic Marketing Strategies
Prerequisite: 35111
Credit Hours: 3
One of the most powerful components of the Internet is its ability to connect products and services to the global consumer. In the Global Internet Marketing Strategies Course, students learn how to evaluate the global Internet market through a variety of methodologies and incorporate them into a cohesive Internet marketing plan that will reach the global consumer. Course topics include: global Internet marketing concepts, campaign development, cultural

35412 Integrated Electronic Marketing
Prerequisite: 35123 and 35307
Credit Hours: 3
This course serves as the capstone for the E-Marketing academic area as well as a bridge to the professional practice of E-Marketing. Three major components comprise the course: the analysis of a contemporary E-Marketing case, evaluation of alternative E-Marketing strategies and the preparation of a comprehensive E-Marketing plan for a client.

35413 Social and New Media Marketing
Prerequisite: 35112
Credit Hours: 3
In this course students will explore and utilize techniques for integrating social media marketing as n integral component of marketing campaigns, as listening and outreach tools for building brand awareness and promoting business. Through an investigation of tools which include internet forums, message boards, blogs, wikis, podcasts, picture sharing, video sharing, and social networking, students will have the opportunity to create and present a written plan for achieving business goals through the use of a social media marketing campaign.

35425 Fundamentals of Graphic Design
Prerequisite: 35221
Credit Hours: 3
In this course students will explore the fundamental principles and creative process of graphic design. An emphasis is placed on visual problem solving skills and the creative and aesthetic aspects of traditional graphic design. The course also explores the implications of traditional graphic design in a digital format. NOTE: This is a technology course, in a technology program, and it requires the purchase of software that may be used in subsequent courses as well as being suitable for commercial work beyond completion of degree studies. For specific software requirements, consult the course syllabus.

35426 Customer Relationship Management
Prerequisite: 35101
Credit Hours: 3
 this course examines, thoroughly, Customer Relationship Management (CRM) technologies and strategies. It investigates different business methods used in managing all elements related to customer lifecycle across the Internet and offline channels.

35431 Personal Selling and Sales Management
Prerequisite: 35101
Credit Hours: 3
This course gives students a through picture and understanding of what is needed to make an effective sales demonstration. This course covers issues like methods of approaching and qualifying prospects, determining needs, demonstration of product features and benefits, dealing with objections, and concluding the sale. Further, students will learn the major responsibilities performed by the sales manager. Some of those responsibilities are: analyzing and designing of sales territories, salesmen evaluation and selection, training, motivation, compensation of sales personnel and their evaluation.

35433 Electronic Tourism
Prerequisite: 35111
Credit Hours: 3
E-tourism is all about the digitisation of all the processes and value chains in the tourism, travel, hospitality and catering industries that enable organisations to maximise their efficiency and effectiveness.

35434 Strategic Marketing Management
Prerequisite: (35102 and 35220)

Credit Hours: 3
Strategic Marketing is all about formulating and implementing the Marketing Strategy and in doing so, it focuses on three Cs (i.e., Customer, Corporation, and Competition). It facilitates Decision-Making regarding where, when, and how to compete against rival firms. Analytical integration of tools, factors, and concepts used by strategists in solving Marketing problems are covered. Strategic Marketing helps in managing Marketing complexity; customer and stakeholder expectations; and to reconcile the influences of a changing environment in the context of a set of resource capabilities. In this world of Marketing, Organizations seek to maximize returns to shareholders by creating a competitive advantage in identifying, providing, communicating and delivering value to customers, broadly defined, and in the process developing long-term mutually satisfying relationships with those customers.

35449 Graduation Project
Prerequisite: Completion of 100 ch. hours
Credit Hours: 3
Students should undertake a graduation project applies to a problem/opportunity of one of the modern topics in marketing. Students must be appreciative of the research process during the undertaking of the graduation project.

35450 Internship in E-Marketing
Prerequisite: Completion of 100 ch. hours(An equivalent substitute for the Graduation Project)
Credit Hours: 3
This course introduces students to a form of experiential learning that integrates knowledge and theory learned in the classroom with practical application and skills development in a professional setting.