Chair: Dr. Welf Weiger, Ph.D.
Ph: +966 11 215 8915

Web address:

General Department Information

The marketing major provides students with an analytical and comprehensive understanding of marketing. Students will be able to generate, analyze, interpret, and present marketing information that firms, and other organizations need to satisfy and keep customers through the development of innovative products and services, which build brand equity and provide an excellent return on investment. Graduating students will be able to use a wide range of practical and up-to-date marketing tools and techniques. They will be able to utilize information, and knowledge to support innovation in a wide range of organizations including business, non-profit organizations, and government entities.


MKT 201: Principles of Marketing

This course presents a broad overview of the main marketing concepts and activities while also providing in-depth knowledge of key marketing issues such as segmentation, targeting, positioning, marketing environment, marketing information system, branding, customer relationship management, and the elements of the marketing mix. Case studies, client presentations will be used.

MKT 301: E-Marketing

The E-marketing course provides a framework for understanding how the Internet and related technologies affect marketing. The course covers basic aspects of the technological part of Internet marketing (e.g. Internet development and applications). But the main focus will be on the business part. More specifically, the courses address marketing mix over the Internet, online consumer behavior, online market research, mobile marketing, E-CRM, Legal/ethical issues, and social media revolution.

MKT 310: Consumer Behavior

It covers major influences on the buying process, including affect, cognition, situational and cultural factors. Specific topics include attitudes, learning, intentions, product knowledge, involvement, attention, comprehension, social class, consumer decision-making, and behavioral change strategies among others. Key consumer behavior concepts and processes are emphasized using case studies, client presentations, and projects.

MKT 315: Services Marketing

It is designed to help students understand the unique characteristics of services and the marketing decisions related to them. The main objective of this course is to provide an in-depth understanding of marketing services with cases featuring a wide array of industries and organizations. Students will also be introduced to a customer service-oriented mindset. A range of assessment tools is used to facilitate learning in this course.

MKT 320: International Marketing

The course provides a comprehensive understanding of the issues and challenges inherent in the formulation and implementation of international marketing strategies. Key emphasis is placed on environmental forces affecting international marketing decisions, the selection of international target markets and the design of international marketing plans.

MKT 330: Marketing Research

The course covers current techniques and tools necessary for conducting marketing research. Exposition of these techniques will be offered along two dimensions: theoretical and practical. Marketing research emphasize topics such as problem definition, research design, secondary and primary data, questionnaire design, sampling, and measurement.

MKT 401: Brand Strategy

This course provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management'97the design and implementation of marketing programs and activities to build, measure, and manage brand equity. One of the book'92s important goals is to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. The course incorporates current thinking and developments on these topics from both academics and industry participants and combines a comprehensive theoretical foundation with enough practical insights to assist managers in their day-to-day and long-term brand decisions. Finally, illustrative examples and case studies of brands marketed all over the world will be discussed.

MKT 410: Integrated Marketing Communications

The course presents a comprehensive approach to creating and implementing advertising and sales promotions activities. Issues related to event sponsorships, direct marketing, public relations, and business/store image will also be covered. Relevant social, cultural, and ethical issues are emphasized. A range of assessment tools is used to facilitate learning.

MKT 420: Marketing Strategy

The course covers the design and implementation of marketing strategies through linking marketing concepts and theories to real-life cases. It aims at understanding the entire marketing mix in light of the strategy of the firm. The ,main emphasis is placed on problem and opportunity recognition, decision making, segmentation, targeting, positioning, branding, competitive dynamics, and administering marketing programs.

MKT 498: COOP Training Internship

This course requires students to complete a four month placement as an internee in various local and international organizations across various sectors and industries in KSA. This is an important part of the BBA degree requirements which bridges the gap between theory and practice. Students will get a chance to get hands-on experience in a variety of areas related to Marketing including generating, analyzing, interpreting, and presenting marketing information using marketing research and innovative marketing tools related to consumer behavior, e-marketing, services marketing integrated marketing communications and marketing strategies.