Bachelor of Science in Marketing

Accredited by the UAE Ministry of Education

A marketing degree that explores the complete business-consumer relationship, from internet marketing, social media, and professional selling to brand awareness, international marketing, and the impact of consumer behavior.


The Bachelor's degree in Marketing provides students with a solid understanding of the business activities that fall under the marketing umbrella - from the identification and selection of target markets, to the development, pricing, placement and promotion of goods and services, and the management of relationships among business partners and their customers. In particular, RIT’s Marketing program will enable you to become a Digital Marketing professional.

After learning the basics in Marketing Principles, the program continues with Digital Marketing, an overview course, which introduces students to the field of internet marketing. This is followed by Marketing Analytics, a highly specific course on managing and interpreting data, vital for the Marketing professional and a course on Consumer Behavior that assures the necessary understanding of the customer. The final required course, Marketing Strategy includes a simulation and abundant case analyses that prepare students to apply their theoretical knowledge to real-world situations.

The two Marketing electives allow students to either deepen their digital skills with Search Engine Marketing and Social Media Marketing or to follow the traditional Marketing path with courses in Advertising and Promotion or Professional Selling. Together with RIT’s emphasis on great writing, (RIT’s writing professors are excellent) and our famous internships (we call them CO-OPS), these courses will turn you into a solid Marketing professional that can both develop a strategic plan and execute the details.


Typical Job Titles

Executive Assistant Account Development Representative
Service Sales Representative Marketing Associate
Marketing Coordinator ETL Developer



Real Estate

Advertising, PR, and Marketing

Environmental Services


Health Care

Mission Statement

The mission of the marketing department is to prepare students to drive profitable revenues with contextually-appropriate decisions regarding targeting, positioning, pricing, product, promotion and place.

Program Goals

These are the program goals and associated program outcomes for the Business Core which are common to all business and management students:

  • Analytical and Critical Skills: Analyze and evaluate major business issues to make and communicate effective decisions. Upon graduation, students will be able to:
    • Analyze a business problem using one or more theory-based frameworks.
    • Interpret data using quantitative methods.
    • Communicate a solution to a business problem and the reasoning behind it.
    • For a substantive ethical business issue, propose a sustainable course of action that considers the interest of primary stakeholders.
  • Applied Focus: Learn course concepts and theories through application and practice. Students will be able to:
    • Apply course concepts effectively in a real organizational setting.
    • Successfully complete hands-on business-related projects.
    • Work effectively with others and in teams.
    • Demonstrate how global cultures and institutions impact businesses.
  • Creative Problem Solving: Generate a creative solution to a business problem or opportunity through the application of design thinking. Students will be able to:
    • Demonstrate a process for generating a creative solution.
    • Demonstrate the use of design thinking to arrive at a creative solution.
    • Evaluate alternative solutions.
  • Technology: Apply business technology and explain its implications. Students will be able to:
    • Explain the impact of technology on business operations.
    • Apply business technology to solve a problem.
    • Develop a strategy that includes technological innovation.

Program-Specific Goals

The following goals are unique to Marketing:

  • Understanding the consumer buying process.
    • Describe the consumer buying process.
  • Demonstrate an understanding of the process of segmenting markets, choosing a target market, and describing it using demographic and psychographic variables.
    • Describe the process of segmenting target markets.
    • Choose a Target Market.
    • Describe a target market using demographic and psychographic variables.
  • Understanding of marketing research, key marketing metrics and their use in marketing strategy.
    • Describe marketing research, key marketing metrics, and their use in marketing strategy.
  • Ability to develop a comprehensive marketing plan.
    • Develop a comprehensive marketing plan.
  • Demonstrate advertising and promotion skills.
    • Design a detailed advertising campaign.
    • Exhibit a wide range of marketing skills

Program Learning Outcomes

  • Describe the consumer buying process.
  • Describe the process of segmenting target markets.
  • Choose a target Market.
  • Describe a target market using demographic and psychographic variables.
  • Describe marketing research, key marketing metrics, and their use in marketing strategy.
  • Develop a comprehensive marketing plan.
  • Design a detailed advertising campaign.
  • Exhibit a wide range of marketing skills needed to achieve these goals.


Typical Course Sequence

Total Credit Hours - 123

Course Sem. Cr. Hrs.
First Year
Data Literacy, Analytics, and Decision Making
This course serves as an introduction to the uses (and potential misuses) of data in a wide variety of social settings, including the exploration of contemporary techniques to analyze such data. Data acquisition, cleansing, management, analysis, and visualization will be addressed through hands-on projects. Project work will include contemporary social problems addressed using a dynamic set of resources and technologies. An emphasis will be placed on how insights gleaned from data analysis can be used to guide individual and group decision-making scenarios.
Information Systems and Technology
To be successful in our globally-networked business environment, contemporary management professionals must have a strong grounding in the principles of information and information technology. This course provides an introduction to the field of management information systems (MIS), including the tools and techniques for managing information and information technologies within organizations. We place a particular emphasis on the nature of systems, the role of information in business processes, the management of data, and the planning of MIS design projects.
Business 1: Introduction to Business Communication, Planning and Analysis
This is the first of a two-course sequence, 4 credit year long experience, comprising the freshman-integrated experience. In Business 1, students will be introduced to the key functional areas of business, discuss current factors, events, and trends that impact business, build professional, personal leadership, communication, and teamwork skills, and evaluate business decisions, and the business plan process. By understanding the key functions of business and analyzing business decisions in Business 1, students will be able to then develop their own business ideas in Business 2.
Introduction to Statistics I
This course introduces statistical methods of extracting meaning from data, and basic inferential statistics. Topics covered include data and data integrity, exploratory data analysis, data visualization, numeric summary measures, the normal distribution, sampling distributions, confidence intervals, and hypothesis testing. The emphasis of the course is on statistical thinking rather than computation. Statistical software is used.
Principles of Microeconomics
Microeconomics studies the workings of individual markets. That is, it examines the interaction of the demanders of goods and services with the suppliers of those goods and services. It explores how the behavior of consumers (demanders), the behavior of producers (suppliers), and the level of market competition influence market outcomes.
RIT 365: RIT Connections
RIT 365 students participate in experiential learning opportunities designed to launch them into their career at RIT, support them in making multiple and varied connections across the university, and immerse them in processes of competency development. Students will plan for and reflect on their first-year experiences, receive feedback, and develop a personal plan for future action in order to develop foundational self-awareness and recognize broad-based professional competencies.
FYW: Writing Seminar
Writing Seminar is a three-credit course limited to 19 students per section. The course is designed to develop first-year students’ proficiency in analytical and rhetorical reading and writing, and critical thinking. Students will read, understand, and interpret a variety of non-fiction texts representing different cultural perspectives and/or academic disciplines. These texts are designed to challenge students intellectually and to stimulate their writing for a variety of contexts and purposes. Through inquiry-based assignment sequences, students will develop academic research and literacy practices that will be further strengthened throughout their academic careers. Particular attention will be given to the writing process, including an emphasis on teacher-student conferencing, critical self-assessment, class discussion, peer review, formal and informal writing, research, and revision. Small class size promotes frequent student-instructor and student-student interaction. The course also emphasizes the principles of intellectual property and academic integrity for both current academic and future professional writing.
Financial Accounting
An introduction to the way in which corporations report their financial performance to interested stakeholders such as investors and creditors. Coverage of the accounting cycle, generally accepted accounting principles, and analytical tools help students become informed users of financial statements.
Business 2: Business Planning and Professional Development
This course, the second in the First-year Business 4 Credit Experience, applies business and technology tools to create a modified business plan. Supported by guest speakers on a variety of professional development topics, along with student and professional mentors, students in this project-centered course use the Business Model Canvas innovation tool and learn to identify and communicate the nine key elements of a business model. Students will complete a team project that outlines the business case for a new product or service to address a selected challenge or opportunity. Student teams present a business case in both a one-page document and a 10-minute presentation pitch.
Principles of Macroeconomics
Macroeconomics studies aggregate economic behavior. The course begins by presenting the production possibilities model. This is followed by a discussion of basic macroeconomic concepts including inflation, unemployment, and economic growth and fluctuations. The next topic is national income accounting, which is the measurement of macroeconomic variables. The latter part of the course focuses on the development of one or more macroeconomic models, a discussion of the role of money in the macroeconomy, the aggregate supply-aggregate demand framework, and other topics the individual instructor may choose.
Introduction to Statistics II
This course is an elementary introduction to the topics of regression and analysis of variance. The statistical software package Minitab will be used to reinforce these techniques. The focus of this course is on business applications. This is a general introductory statistics course and is intended for a broad range of programs.
General Education - Ethical Perspective 3
Second Year
Management Accounting
Introduction to the use of accounting information by managers within a business. Explores the value of accounting information for the planning and controlling of operations, assessing the cost of a product/service, evaluating the performance of managers, and strategic decision making.
Financial Management I
Basic course in financial management. Covers business organization, time value of money, valuation of securities, capital budgeting decision rules, risk-return relation, Capital Asset Pricing Model, financial ratios, global finance, and working capital management.
Organizational Behavior
As an introductory course in managing and leading organizations, this course provides an overview of human behavior in organizations at the individual, group, and organizational level with an emphasis on enhancing organizational effectiveness. Topics include: individual differences, work teams, motivation, communication, leadership, conflict resolution, organizational culture, and organizational change.
Principles of Marketing
An introduction to the field of marketing, stressing its role in the organization and society. Emphasis is on determining customer needs and wants and how the marketer can satisfy those needs through the controllable marketing variables of product, price, promotion and distribution.
Global Business Environment
Being an informed global citizen requires an understanding of the global business environment. Organizations critical to the development of the global business environment include for-profit businesses, non-profits, governmental, non-governmental, and supranational agencies. This course introduces students to the interdependent relationships between organizations and the global business environment. A holistic approach is used to examine the diverse economic, political, legal, cultural, and financial systems that influence both organizations and the global business environment.
Careers in Business
This course consists of a series of workshops designed to introduce business students to the skills needed to be successful in job and coop searches and applications to graduate schools. Students will establish their career goals, create material (e.g., resume, cover letter), and acquire skills needed to achieve these goals.
Digital Marketing
Internet marketing is critical to an organization's overall strategy. This course focuses on tactics and strategies that enable marketers to fully leverage the internet. Topics include the overall internet marketing landscape, technologies, customer segmenting and targeting, search, analytics and emerging internet-marketing platforms.
Applied Calculus
This course is an introduction to the study of differential and integral calculus, including the study of functions and graphs, limits, continuity, the derivative, derivative formulas, applications of derivatives, the definite integral, the fundamental theorem of calculus, basic techniques of integral approximation, exponential and logarithmic functions, basic techniques of integration, an introduction to differential equations, and geometric series. Applications in business, management sciences, and life sciences will be included with an emphasis on manipulative skills.
An introduction to communication contexts and processes emphasizing both conceptual and practical dimensions. Participants engage in public speaking, small group problem solving and leadership, and writing exercises while acquiring theoretical background appropriate to understanding these skills.
Culture and Politics in the Middle East
With a focus on everyday life in families, communities, and nations, we examine the diverse cultures and peoples of the Middle East in the context of political and economic forces that have shaped their lives in the past and present. We examine European colonialism and its modern-day legacies, including ethnic inequalities, economic vulnerability, labor migration, urbanism, and social unrest. We look at how art, music, oral traditions, and literatures have engaged critically with the forces of political change and neo-colonialism. We consider political activism, religious diversity, changing experiences and expectations of women and men, rebellion, revolution, and war, and the impacts of and creative responses to globalization. The cultural, political, social, and religious dynamics of Middle Eastern peoples will be discussed from a humanistic perspective.
Marketing Co-op
One semester of paid work experience in marketing.
General Education - Social Perspective 3
Third Year
Operations Management
A survey of operations and supply chain management that relates to both service- and goods- producing organizations. Topics include operations and supply chain strategies; ethical behavior; forecasting; product and service design, including innovation and sustainability; capacity and inventory management; lean operations; managing projects; quality assurance; global supply chains; and the impacts of technology.
Consumer Behavior
A study of the determinants of buying behaviors. Emphasis is on identifying target markets and customer needs, internal and external influences on lifestyle and understanding the buying decision process.
Marketing Analytics
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted online and offline marketing dollars. It also provides marketers with the information necessary to help support company investment in marketing strategy and tactics. This course provides the participant with the necessary knowledge and practical insights that will help a marketing manager get more out of available data and take strategic advantage of the analysis. This interactive, participatory course is designed to answer key questions: “What is marketing analytics, how can marketing analytics improve my marketing efforts and how can I integrate marketing analytics into my business?
Business Ethics and Corporate Social Responsibility
This course applies concepts of ethics to business at the macro level and at the micro level. At the macro level the course examines competing business ideologies exploring the ethical concerns of capitalism as well as the role of business in society. At the micro level the course examines the role of the manager in establishing an ethical climate with an emphasis on the development of ethical leadership in business organizations. The following topics are typically discussed: the stakeholder theory of the firm, corporate governance, marketing and advertising ethics, the rights and responsibilities of employees, product safety, ethical reasoning, business's responsibility to the environment, moving from a culture of compliance to a culture of integrity, and ethical leadership.
Marketing Elective 3
General Education - Immersion 1 3
General Education - Scientific principles 3
General Education - Immersion 2 3
General Education - Natural Science Inquiry Perspective 3
Open Elective 3
Fourth Year
Marketing Strategy
A capstone course that gives the student an in-depth knowledge of middle and upper-management-level marketing problems and processes. Topics include tools used by marketing managers in the development, implementation and control of marketing plans. * Note: A completed co-op (MKTG-499) is required.
Strategic Management
A capstone course drawing upon major business functions—accounting, finance, marketing, operations management, and organizational theory and how strategic managers integrate functional theories and concepts to create competitive advantage. The course provides an integrated perspective of business organizations toward the achievement of enhanced profitability and a sustainable competitive advantage. Topics include the analysis of business environments, industry attractiveness, and competitive dynamics. Students learn how to formulate and implement effective business-level, corporate-level, and global strategies using theories, cases and a simulation.
Marketing Elective 3
General Education - Elective 3
General Education - Immersion 3 3
Open Elective 3
General Education - Elective 3
Marketing Elective 3
Open Elective 3


To graduate, students need to complete all the requirements as listed in the curriculum graduation policy

Advisory Board

HH Sheikh Dr. Faisal Al-Mualla
Ministry of Defense - Advisor

Ms. Binnur Tunbul
IBM - Retired

Ms. Shaykha Alqaydi
ADEC - Manager

Ms. Mashal Waqar
Venture Punk - COO

Ms. Dana Osman
Huda Beauty - Global Brand Marketing Manager

Mr. Nigel Pasea
Waystone Compliance Solutions - MD MENASA Region

Ms. Lori Baker
DIFC - Vice President – Data Protection & Regulatory Compliance

Mr. Ahsan Ali
Kaizen Paint Middle East FZCO - Chief Growth Officer

Website last updated: July 18, 2024