Archive

This course introduces the students to Integrated Marketing Communication (IMC), to familiarize them with its meaning and importance, its evolution, the economic and regulatory aspects, and its scope from local to global. Furthermore, the course will highlight the foundations of advertising as a marketing tool and its real economic, social, and cultural role.

Consumer behavior is an introduction to the basic theories of consumer behavior and its application to marketing. Consumer preferences, buying motivation, attitudes, and cultures are explored to help students understand consumer buying habits. The course also examines the decision-making process for designing the most suitable product marketing mix.

Marketing research is a comprehensive introduction to the marketing research process. Research design is examined and both primary and secondary data collection is emphasized through proper designing of the survey questionnaires, sampling procedures, and basic data analysis. Communicating research results is also highlighted.

Examines the basic functions involved in the exchange process that is designed to meet customers’ needs. Such functions include marketing research, target-market selection, product design, promotional activities, distribution and pricing.

This course provides an overview of the entrepreneurial process as well as the design thinking for innovation. Students will acquire the knowledge and skills needed to manage innovative development; to recognize and evaluate potential opportunities; to plan and execute strategies to exploit these opportunities; and to acquire the resources necessary for their implementation. Students will focus on opportunity spotting and evaluation; industry and market research; business strategy and entrepreneurial finance. The students will develop the expertise associated with pitching to resource providers, negotiating deals, and launching new ventures.

This course examines the underlying principles of marketing and how organizations define and segment a market, identify marketing opportunities and problems, develop products, services, experiences, and ideas for chosen target markets more effectively than their competitors. It serves as a foundation for further studies in business by developing an overview of where marketing fits within organizations and what framework marketing provides for enhancing and enabling the conduct of a business.

This fundamental computer literacy course provides good knowledge and understanding of the computer and different applications that support both academic and professional requirements. It also provides the basics of Internet facility and email systems which are very much essential in today’s world. The course is comprised of two components—lectures that focus on the concepts, theory, and uses of the computer and practical work in which students acquire a working knowledge of an operating system and devices. In addition, the Microsoft Office programs for word processing, spreadsheets, presentation graphics, and database are examined.

Provides students with the necessary level of information systems education relative to understanding the uses and roles of information systems in business organizations. Students will learn how to translate business requirements into information systems that support a company’s short and long term objectives. This course includes a survey of the theory and practice of information systems. Incorporated into the course is the practical use of system development in designing/developing appropriate information system architecture.

Introduces students to the study and appreciation of literature. It explores the literary genres of the short story, poetry, drama, and novel. There is an option for non-fiction prose as well. The course covers an introduction to literary terminology and an introduction to critical analysis of literature. A thematic approach to literature may be used. The emphasis in this course is on contemporary literature.

This is a capstone course in Human Resource Management which will apply many of the theories that students have studied in other courses. This course analyzes the function of a human resource department, including its strategy of defining the structure, roles, and the importance of its alignment with a company’s overall business strategy. Topics such as recruitment, compensation, disciplinary policy, and employee development will be applied in the development of Human Resource. Current challenges faced by employers in a highly diverse labor force in the UAE will also be assessed.