Year II
MAR 2272: Fine Arts (02) – (Year II – S 01)
This course aims at building students‘ ability to develop creativity, relax mentally and improve concentration through aesthetic skills which are essential to become professional and emotionally balanced marketers. This is a skills development course which provides opportunities to engage in music, dancing, drama, drawing/paintings, photography and other related activities. This unique course evaluates the students‘ performance through a panel of experts in a concert that showcases their aesthetic creations.
MAR 2371: Communication Skills I (03) – (Year 11-S 01)
This core course aims at equipping students with basic communication skills required as marketing undergraduates to practice and effectively engage in interactions in English. The areas covered are: basic communication, introducing people, interactions during personal encounters, convincing and following up in personal interactions, and negotiation and resolving conflicts within the immediate circle. This course requires prior knowledge on Business Communication I and Business Communication II.
MAR 2370: Marketing Management (03 ) – (Year II – S 01)
This is an introductory core course which aims at providing students with the knowledge on concepts, theories and applications in the area of marketing management. The areas covered are: role and importance of marketing in a business and a society; marketing philosophies; marketing environmental analysis; consumer behaviour; segmenting, targeting and positioning strategies; and marketing program development. This course requires prior knowledge on BUS 1340- Principles of Management.
MAR 2275: Advanced Marketing Management (02)- (Year II – S 02)
This is an advanced core course which aims at providing an in-depth knowledge on marketing theories and their applications. The areas covered are: capturing marketing insights, connecting with customers, crafting the brand positioning, managing competitive dynamics, shaping the market offerings, delivering value, communicating value, and creating successful long-term growth. The course also provides an opportunity to apprehend the ethics and social responsibility in marketing perspective. This requires prior knowledge on Marketing Management.
MAR 2374: Sports and Personality Development 1 (03) – (Year II – S 02)
This is a core course which aims at developing students‘ mental and physical strengths to be a resilient marketer with strong personality. Particularly this course assists students to develop physical fitness, self-confidence and emotional stability to face personal and professional challenges. The areas covered are: setting personal vision and goals; developing positive attitudes; learning and unlearning habits; engaging in sports, mastering social dancing; and practicing relaxation, mindfulness and yoga exercises. Students are encouraged to be life-long learners together with continuous self-development.
MAR 2373: Consumer Behavior (03) – (Year II – S 02)
This core course aims at providing students with knowledge on relevant concepts, theories and models to understand and predict the behavior of individuals, groups and organizations during the stages of acquisition, consumption and disposition of goods and services. The areas covered are: introduction to consumer behavior, consumer decision-marketing process and psychological and socio–cultural aspects which influence consumer decision making. This course requires prior knowledge on Marketing Management and Advanced Marketing Management.
MAR 2276: Communication Skills II (02) – (Year II – S 02)
This core course aims at enabling effective interactions in target situations with the correct use of language structures and vocabulary. The areas covered are: communicating with internal and external parties, introducing and representing organization, review of project proposals, convincing and following internally and externally managed activities, and negotiation and resolving conflicts of external and internal parties of organization. The teaching and learning process includes stimulated contexts which enables effective classroom interactions for the learners to practice the target language. This course requires prior knowledge on Business Communication I, Business Communication II and Communication Skills I.
Year III
MAR 3271: Research Methodology (02) – (Year III S 01)
This core course aims at reinforcing student learning on the research process giving more emphasis on philosophies and quantitative and qualitative research methods applied in social research. The areas covered are: research philosophies and paradigms; problem definition and literature review; qualitative and quantitative research designs; qualitative and quantitative data collection methods; analytical tools for qualitative and quantitative data and; addressing ethical issues in conducting research. This course requires prior knowledge on Business Statistics, Marketing Management and Advanced Marketing Management.
MAR 3370: Integrated Marketing Communication (03) (Year III – S 01)
This core course aims at fostering the knowledge on Integrated Marketing Communications (IMC) including its role in the marketing mix. It emphasizes the role of different promotional tools in the IMC program of an organization to execute effective marketing campaigns with clear objectives. The areas covered are: identifying and analysing the target audience, setting communication objectives and budgets, integrating and implementing conventional and contemporary communication tools, and evaluating effectiveness of the communication programme. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer behavior and Fine Arts.
MAR 3273: Sales Force Management (02 ) – (Year III- S 01)
This core course aims at providing the students with knowledge on concepts, theories and models applied in different sales contexts. The areas covered are: Introduction to sales management, Selling theories, Personal selling process, Recruiting, Selecting, Training and Compensating of sales force, Motivating sales force and Managing sales force performance. This course requires prior knowledge on Marketing Management and Advanced Marketing Management.
MAR 3274: Professionalism in Marketing (02) (Year III – S 01)
This core course aims at shaping and molding students‘ mindset with necessary skills and competencies to be professional marketers. This core course enables students to apprehend and inculcate qualities, traits and skills necessary for being unique professionals. The areas covered are: professional communication skills (verbal, non-verbal, written and listening), stakeholder management skills, effective presentation skills, coping stress and managing nervousness, negotiation skills, networking skills and character building. This skills-based course is conducted as a combination lectures, training workshops and events.
MAR 3175: Sports and Personality Development-II (01) (Year III – S 01)
As a continuation of Sports and Personality Development-I (MAR 2374), this core course aims at strengthening physical and mental health of the students to be balance human beings. The course focuses the inculcation of certain qualities needed to be professional marketers such as team building, leadership, punctuality, emotional stability, and compassion. This course is facilitated by a residential personality and skills development programme conducted outside the university.
MAR 3272: Communication Skills III (02) – (Year III – S 01)
This core course aims at empowering the learners to expand the language learning horizons to reach the intended level of language production. The stimulated contexts of learning are closely linked to the professional contexts the learners are likely to be engaged as employees in corporate settings. Thus, the course consists of two case studies combining learnings related to communication, presentation, sensitivity analysis, convincing and following up, and negotiation and conflict resolution. Further, the course consists of basics in academic writing to assist the learners to enhance their writing and presentation. This course requires prior knowledge on Business Communication I, Business Communication II, Communication Skills I, and Communication Skills II.
MAR 3276: Agriculture and Food Marketing (02) – (Year III S1)
This is an elective course which aims at imparting contemporary knowledge on agricultural and food marketing strategies and practices highlighting the special features of both components.
The Agriculture Marketing component of the course assists students to apprehend the relevance and importance of marketing agricultural input and output. The areas covered are: the role of agricultural sector in local and global economy, managing demand and supply of the agricultural the products, managing supply chain of agricultural products, educating farmers on customer expectations, application of technology and value additions to agricultural products.
The Food Marketing component assists students to apprehend the relevance and importance of innovations and promotions of the food products. The areas covered are: significance of food industry in the local and global economy, new trends and issues in the food industry, unique consumer behavior related to food consumption, designing value through effective food supply chain management, and driving behavioural changes in food consumption.
This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Macro Economics, Consumer Behavior, Integrated Marketing Communication and Network Marketing.
MAR 3277: Creative Strategy and Media Planning (03) – (Year III – S 01)
This intermediary course aims at providing in-depth knowledge on two major aspects of developing and executing an effective marketing communication strategy: Creative Strategy and Media Planning. Creative Strategy facilitates students to sharpen knowledge and creativity in developing creative concepts for marketing communication campaigns. ‗Media Planning‘ enables students to acquire knowledge and practical exposure in selecting the appropriate Above-The-Line (ATL) media platforms to advertise and determine when, where and how a message should be placed under a given budget. The areas covered are: introduction to creativity in promotion, evolution of creative era, promotional writing and templates, content planning and third-party content management, media terminology, interpret syndicated research, gather audience measurements, conduct competitive analysis, create and evaluate marketing/media objectives and design effective integrated media plans. This course requires prior knowledge on Advanced Marketing Management, Integrated Marketing Communication and Digital Marketing.
MAR 3278: Marketing Metrics (02)- (Year III – S 01)
This elective course aims at providing knowledge on how marketing metrics can be used to measure marketing effectiveness and/or performance, as well as identify the key metrics that can be utilized to assess the efficiency and effectiveness of marketing activities of firms. Students are equipped with important tools and techniques to evaluate productivity and profitability of marketing investments. The areas covered are: basic principles of marketing metrics, design of basic marketing performance measurement systems, uses of appropriate metrics to measure effectiveness and efficiency of both tactical and strategic decisions. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Services Marketing, Consumer Behaviour and Product and Brand Management.
MAR 3379: Product and Brand Management (03) – (Year III – S 02)
This core course aims at providing students with contemporary knowledge on management of existing products, development of new products and management of brands and brand equity. The areas covered are: meaning and role of products; managing product mix decisions; new products development; product life cycle strategies; developing brand strategies; implementing brand marketing programs; measuring and interpreting brand performance; and growing and sustaining brand equity. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Integrated Marketing Communication, Services Marketing and Consumer Behaviour.
MAR 3380: Services Marketing (03) – (Year III – S 02)
This core course aims at providing an understanding of key theories, concepts, tools, models and practices in the development and execution of services marketing strategy for the business success. Particularly, the course expects to provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. The areas covered are: Distinctive and New Perspectives on Marketing in the Service Economy, Consumer Behaviour and Customer Involvement in Service Setting, Customer Satisfaction and Service Quality, Internal Marketing, Relationship Marketing and Customer Loyalty, Service Product Strategy, Managing the Service Delivery Process, Pricing of Services, Service Communication Mix, Customer Service & Service Recovery and Managing Capacity and Demand. This course requires prior knowledge on Marketing Management and Advanced Marketing Management.
MAR 3281: Marketing Research (02) – (Year III S 02)
This core course aims at providing conceptual and practical knowledge on models, methods and techniques of marketing research by enhancing students‘ skills in conducting marketing research. Areas covered are: introduction to marketing research, importance of research to marketing, role of theory in research, identification of research problem, formulation of research design, management of field works and, presentation of data and analysis. This course is primarily oriented towards successful completion of a marketing research project. The course requires prior knowledge on Business Statistics, Marketing Management, Advanced Marketing Management and Research Methodology.
MAR 3282: Digital Marketing (03) – (Year III – S 02)
This core course aims at providing knowledge on digital and interactive marketing tactics to blend with overall strategy of an entity. This basic course introduces digital marketing technologies and their applications and usefulness in marketing. The areas covered are: introduction to digital business models, digital media planning, social media marketing, search engine marketing, display banner advertising and web-based marketing. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer Behavior and Integrated Marketing Communication.
MAR 3283: Strategic Marketing (03) – (Year III – S 02)
This core course aims at facilitating undergraduates to blend, coordinate and synthesize their knowledge and skills to develop appropriate marketing strategies in achievement of the organizational objectives. This course provides undergraduates with conceptual and practical knowledge on strategic marketing process, strategic marketing analysis, strategic direction and strategy formulation, strategic implementation and control. This course requires prior knowledge on Macro and Micro Economics, Principles of Management, Marketing Management, Advanced Marketing Management, Consumer Behaviour and Financial Management.
MAR 3284: Retail and Shopper Marketing (02)- (Year III – S 02)
This core course aims at providing students with in-depth knowledge on retailing and retail marketing practices and how retailers/brands can stimulate the customers throughout their shopping process at retail settings. The areas covered are: introduction to retail marketing, types of retailers, retailer marketing strategies, principles of shopper marketing from both tactical and strategic perspectives, methods for developing and executing shopper marketing strategies and programs; and use of data analytics in developing shopper marketing strategies. The course requires prior knowledge on Marketing Management, Consumer Behaviour and Integrated Marketing Communications.
MAR 3285: Crisis Communication- (02) (Year III – S 02)
This elective course aims at providing basic knowledge on how communication is used in crisis situations and fundamentals in crisis management – before, during and after scenarios. The areas covered are: introduction to crisis communication theory, types of crises, crisis communication plans, best practices in crisis management process and variety of crisis responses. This course requires prior knowledge on Integrated Marketing Communication.
MAR 3286/MAR 3386: Hospitality and Tourism Marketing (02)- (Year III – S 02)
This elective course aims at providing an understanding of the theories and practices in hospitality marketing with special emphasis on travel and tourism industry. The areas covered are: the role of hospitality marketing in the economy, global trends in the hospitality and tourism industry, devising competitive strategies, managing customer loyalty programs and promoting sustainable practices. This course requires prior knowledge on Marketing Management, Advanced Marketing Management and Services Marketing.
MAR 3287: Entertainment and Event Marketing (02) – (Year III – S 02)
This elective course aims at imparting knowledge of applying relevant marketing tools in entertainment industry and; creating, delivering, and communicating a value through events to enhance the customer experience and brand engagement. The areas covered are: introduction to entertainment industry and its dynamics, analysis of audience behavior, application of entertainment marketing mix, and apprehension the link between brands and events, conceptualization and design of an event, event operations and evaluations in event marketing. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Integrated Marketing Communication, Product and Brand Management, Consumer Behaviour and Digital Marketing.
MAR 3388: International Marketing (03) (Elective)
This elective course aims at providing students with conceptual and practical understanding of international marketing process. The areas covered are: an overview of international marketing, analysing international marketing environment, entry strategies into international markets, formulating international marketing strategies and controlling international marketing process. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer Behaviour and Integrated Marketing Communications.
Year IV
MAR 4370: Software Applications for Marketing Research (03)- (Year IV – S 01)
This core course aims at providing the students with an understanding on the use of software for analysing qualitative and quantitative data in marketing research. This course focuses on developing skills in analysing qualitative data through NViovo/Maxqda software and quantitative data through SPSS, AMOS and SmartPLS software. The course requires prior knowledge on Business Statistics, Marketing Research and Research Methodology.
MAR 4371: Network Marketing (03)- (Year IV – S 01)
This core course aims at providing knowledge on principles, concepts and applications in business networks and the unique aspects of managing business processes in the business networks operating at the dynamic business environment. This course provides opportunities for students to expose to a range of business network scenarios and to develop skills for designing competitive strategies at the network level. The areas covered are: principles, concepts and applications of network marketing; strategic and operational strategies for B2B marketing; developing competitive strategies at the networks and managing the entire network in order to deliver superior customer value. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Services Marketing and Operations Management.
MAR 4372: Sustainability Marketing and Spirituality Mindset (03)- (Year IV – S 01)
This core course aims at providing students with opportunities to gain knowledge on sustainable marketing practices at both organizational and individual levels from ethical and spiritual perspectives. The areas covered are: social criticism of marketing, spiritual mindset, addressing global challenges in sustainable development, evolution of sustainability marketing, marketing ethics, sustainable marketing process and business transformation, sustainable innovations, consumer ethics, and mindful consumption. This course requires prior knowledge on Macro Economics, Socio Political Environment, Marketing Management, Advanced Marketing Management, Legal Aspects in Marketing and Consumer Behavior.
MAR 4273: Marketing Analytics (02)- (Year IV-S 01)
This core course aims at providing knowledge on the application of data science for generating marketing insights and facilitating better marketing decisions. The course explores how analytical techniques and their theoretical foundations can be applied to real world marketing scenarios based on market data. The areas covered are: facilitating segmentation, targeting and positioning through data science, satisfaction management, customer lifetime value analysis, customer choice, product and price decisions using conjoint analysis, text analysis and search analytics and time series analysis for forecasting. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Business Statistics, Operations Management, Consumer Behaviour and Business Analytics.
MAR 4274: Advanced Digital Marketing (02) – (Year IV-S 01)
This elective course is an extension of Digital Marketing (MAR 3282) which aims at applying digital and interactive marketing tactics to create overall marketing strategy for an organization and using consumer insights in digital platforms to make marketing decisions. The areas covered are: advanced public relations & reputation management in social media, designing and managing digital campaigns through behavioral insights of customers in digital platforms, evaluating performance of digital marketing strategies, performance marketing in digital platforms, exploring emerging trends in digital marketing and applications of E-commerce. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer Behaviour, Integrated Marketing Communication and Digital Marketing.
MAR 4275/ MAR 4375: Entrepreneurial Marketing and Innovations (02)- (Year IV-S 01)
This elective course aims at providing conceptual and practical knowledge on creativity, innovations and proactive thinking to impart entrepreneurial competencies. The areas covered are: understanding marketing innovations from the perspectives of product and process, applications of business re-engineering to SMEs, how to generate new business ideas, strategies and structures for SMEs, apprehending the entrepreneurial mindset and paradigms to capitalize emerging opportunities, designing new entrepreneurial ventures and adopting marketing strategies to align with SMEs contexts. This course requires prior knowledge on Macro Economics, Marketing Management, Advanced Marketing Management and Product and Brand Management.
MAR 4276: Customer Relationship Management (CRM) (02) – (Year IV –– S 01)
This elective course aims at imparting knowledge of customer relationship management concepts, frameworks and their applications in developing relationships with customers. Students are enabled to learn how effective CRM strategies help companies align business process with customer centric strategies using people, technology, and knowledge. The areas covered are: nature of relationships and relationship marketing, CRM technology and software applications in CRM, managing processes of CRM, implementing CRM and ethics, privacy and future of CRM. This course requires prior knowledge on Marketing Management, Advanced Marketing Management and Services Marketing.
MAR 4677: Dissertation (06) – (Year IV – S02)
Dissertation aims at providing an opportunity for students to improve their scholarly skills and critical thinking by undertaking a research dissertation within the domain of marketing under the supervision of an academic member of DMM. Completion of an independent study enables students to improve planning, analytical and communication skills which are vital for the successful academic and professional career. The issue being addressed in the dissertation needs to be theoretically driven and be able to make a significant contribution to the current body of knowledge by integrating knowledge gathered through different courses of the programme. This is compulsory for students who select academic path option 1 in the Year IV Semester II. This course requires prior knowledge on Business Statistics, Research Methodology and Software Applications for Marketing Research.
MAR 4478: Internship (04)- (Year IV – S 02)
This core course aims at providing opportunities for students to apply theories, concepts, models learned during course work in the real-life work environment, further strengthening the knowledge, skills, and attitudes to match with the expectations of potential employers. The course also encourages students to become entrepreneurs by managing self-business ventures. This course runs in a collaborative manner with the close monitoring of academic supervisors and/or industry mentors. This comprehensive training enables students to plan their career development opportunities through exploring their interests and potentials in a reflective way to become a change agent.
MAR 4379: Research Project (03) – (Year IV- S02)
Research Project aims at applying the research knowledge in conducting a project in relation to a specific organizational problem within the domain of marketing under the supervision of an academic member of DMM. This course is compulsory for students who select the academic path option 2 in the Year IV Semester II which facilitates students to apply and integrate knowledge gathered through different courses of the programme. This requires students to: observe and analyse marketing related managerial issue/s at workplaces, identify research problem based on the management problem/s, develop a research plan, analyse data and provide recommendations for decision makers to solve the problems identified. This course requires prior knowledge on Business Statistics, Marketing Research, Research Methodology and Software Applications for Marketing Research.
MAR 4380: International Marketing (03) – (Year IV– S 02)
This elective course aims at providing students with conceptual and practical understanding of international marketing process. The areas covered are: an overview of international marketing, analysing international marketing environment, entry strategies into international markets, formulating international marketing strategies and controlling international marketing process. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Consumer Behaviour and Integrated Marketing Communications.
MAR 4381: Advanced Services Marketing (03) (Year IV – S 02)
This elective course aims to provide an in-depth understanding of the theories and practices in managerial aspects of service organizations. The areas covered are: the quantitative models and their applications for designing and managing service facilities; servisecape designing and process management; demand, supply management and yield management; and statistical approaches for ensuring quality in service organizations. This course requires prior knowledge on Services Marketing.
MAR 4383: Technology Marketing (03) – (Year IV-S 02)
This elective course aims at providing knowledge on conceptual models and analytical tools in the area of Technology Marketing for technology-intensive businesses and solutions. The areas covered are: introduction to the world of high-technology marketing, strategic market planning in high-tech firms, managing high-tech customers, building high value content, marketing automation and interactive tools, and developing marketing programs in high-tech markets. This course requires prior knowledge on Information Technology for Business, Marketing Management, Advanced Marketing Management, Integrated Marketing Communication, Digital Marketing, Business Analytics and Research Methodology.
MAR 4382: Territory Management (03)- (Year IV-S 02)
This elective course aims at providing knowledge and skills on designing and managing territories for better overall sales performance. It also explores the applicability of advanced technologies for productive territory and salesforce management. The areas covered are: salesforce organization; designing, re-arranging and managing territories; evaluating the performance of territories, and applications of GIS for territory management. This course requires prior knowledge on Marketing Management, Advanced Marketing Management, Enterprise Resource Planning (ERP) Systems for Marketing and Sales Management.