BSBA Major in Digital Marketing Management

Prerequisite(s): ECON 103

This is an introductory course in financial accounting which incorporates International Financial Reporting Standards (IFRS)/GAAP and emphasizes the use of accounting information in an ethical manner. Topics covered include: Basic accounting concepts and processes with particular emphasis on double entries; the accounting cycle; transaction analysis; accounting for assets, liabilities, owner’s equity, expenses and revenues recognition, preparation of financial statements and ethical decision-making.

Prerequisite(s): ACCT 204

This is the first course in cost/managerial accounting. It discusses a range of introductory managerial accounting topics such as cost measurement and terminology, costs systems; analyzing cost-volume-profit relationships, job order and process costing, operating budgets, standard costing, introduction to capital budgeting and ethical managerial accounting-related decision-making.

This course is an introductory survey course in business analytics and is geared towards providing a broad coverage of descriptive, predictive, and prescriptive analytics techniques and applications within a business context. The course aims to introduce students to foundational concepts, methodologies, and tools required to understand the emerging role of business analytics in organizations, with a focus on decision making for efficiency, profitability, and sustainability. Through hands-on practice tutorials and assignments, students will also be introduced to computer-based modeling approaches to facilitate formulation, resolution, and interpretation of the results, and the process of transforming data into actions.

This course Introduces fundamentals of business models, and writing as a learning tool. The interrelationships between accounting, finance, information systems, marketing, and operations are the subject of several "learning by writing" deliverables. The course teaches business students effective methods for communicating business-related issues to clients, management and fellow employees.

This course provides essential underpinning support for research elements of higher level business courses. It allows candidates to make informed decisions and appropriate choices pertaining to research methodology. A range of business research tools, approaches and analytical techniques are discussed, and guidance is given on optimal structuring of research work in the business field, and the generation of research proposals.

This course is designed to help students apply functional knowledge gained from earlier courses and integrate these with more practical information and real-life experiences. The course takes the general management point of view, emphasizing the creation, implementation and evaluation of strategy in organizations. Students adopt the viewpoint of upper management, strategize and make essential "Big Picture" decisions, using standard strategic analysis frameworks. Students develop expertise in the analysis of complex business situations and in clearly presenting strategic findings both orally and in writing.

This course introduces students to the fundamental principles of macroeconomics in the context of current problems and its application to business decision making and economic policy. Students will be introduced to the economic way of thinking and how key concepts, theories and methods of modern economic analysis can be applied to everyday economic issues and problems. Key areas covered include demand and supply analysis and government policies; consumers, producers and the efficiency of markets; international trade; the national economy; business cycles; inflation; economic growth and stability; unemployment; and monetary and fiscal policy. Particular emphasis is placed on reviewing contemporary economic issues and how economics permeates almost every aspect of business, highlighting economics as the fundamental discipline underpinning the study of most business specializations.

This course teaches students the fundamental principles of finance. It covers the financial decisions that financial managers should make to maximize shareholders' wealth or a firm's value. These financial decisions include investment decisions, financing decisions, dividend decisions and working capital decisions. Students are taught how to apply financial theories to real life financial situations, financial ratio analysis, time value of money, stock valuation, bond valuation, capital budgeting and risk and return. It also discusses the difference between profit maximization and shareholders' wealth maximization. There is a general saying in finance that "If you can't measure it, you can't control it". Therefore, the course entails calculations and arriving at conclusions that help financial managers make financial decisions and measure financial performance.

This course presents essential management and organizational behavior theories and concepts. It examines the nature of managerial work under a range of business models and under rapidly changing business conditions. Managerial functions and activities such as planning, strategizing, organizing, controlling, and directing are examined in depth, and in the context of current organizational practice and scenarios.

Course Description:
This course introduces fundamentals of computer hardware, software, networking, Internet and its technology components. The discussions are centered on the role of technology in contemporary business, and include basic relational storage concepts, with hands-on experience in building business database applications and web sites. The course also features a mini-project.

This course examines marketing principles, concepts, strategies, tactics, and analytical tools used by profit and nonprofit organizations to market ideas, products, or services to selected target groups. The course emphasizes how to promote, distribute, and price a firm's offering in dynamic economic, social, political, and international environments.

The Consumer Behavior course studies the purchasing behavior of consumers and the exchange process involved in acquiring, consuming and disposing of goods, services, experiences and ideas. In this course students learn to deal with an unstructured situation by the usage of buyer decision - making model and buyer behavior concepts enabling them to identify important considerations and their possible resolutions.

This course focuses on strategic content marketing in modern organizations. Students learn how content supports buyer decision processes. The course explains content planning, creation, and delivery. Media choices are linked with content objectives. Emphasis is placed on evaluation and future trends.

The Internship is designed for candidates on the undergraduate marketing major programs. It lasts for eight weeks (240 hours), and provides exposure to business practices and issues, in appropriate settings. Candidates will typically opt to carry out internship with local UAE-based companies. The internship program is viewed as a "steppingstone" for a career in the field of the student's major. Students will receive orientation, induction, and relevant on-the-job training during their internship. The initial induction and orientation take place at the beginning of the internship, and will serve to introduce the student to real-world business practices, culture and management, and provide them with a knowledge base to draw upon throughout the remainder of the internship.

The finance project-based internship course will provide students an experience of a self-employed work environment. The course will imbibe problem- solving skills and creative thinking among students. These life-long learning skills will enhance the employability skills of the students and their ability to become independent learners. The students will integrate the tools and concepts from the finance specialization courses to develop strategies to solve problems. Through a coaching and mentoring process, the students would produce a project report, which will allow them to showcase their learning acquired during their four-year study.

This course examines marketing across integrated online and offline channels. It explains how firms design and manage omni channel systems. Students study customer experience across multiple touchpoints. The course addresses coordination, governance, and performance issues. Emphasis is placed on strategic and managerial decision making.

The course emphasizes managerial aspects of marketing, including developing marketing strategies and plans, and integrating specific elements of the marketing process. The course additionally places stress on case analysis, as a means for improving problem solving skills and learning the course material.

This course provides an in-depth study and application of advertising and other forms of marketing communication with emphasis on its role in marketing planning. Study includes identification of relevant data to analyze marketing situation, development of product position, marketing and marketing communications objectives, creative strategy, media planning, and evaluation.

This course introduces the student to the various aspects of services marketing. Specifically, the course examines the unique characteristics of services marketing, management and evaluation of service quality, techniques for service recovery and improvement, and service marketing in global environments. Particular emphasis is placed on analyzing the service encounter and the perception of service quality by service recipients and the service providers.

This course examines digital business models and e-commerce practices. It explains how organizations create and deliver value through digital platforms. Students study digital strategy, technology, and customer experience. The course links e-commerce operations with managerial decision making. Emphasis is placed on performance and future digital trends.

This course focuses on measuring marketing performance using metrics. Students learn how managers track results and justify marketing spending. The course explains customer, brand, pricing, and digital metrics. Students interpret numbers for business decisions. The course stresses clarity, logic, and accountability.