Bachelor of Science in Marketing

Bachelor of Science in Marketing

Bachelor of Science in Marketing

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.

Accredited by the UAE Ministry of Education and AACSB

RIT’s Marketing program will guide your progress toward becoming an Internet Marketing professional. After Marketing Principles where you will learn the basics, it continues with a course in Integrated Marketing Communication where you will learn to woven Internet Marketing into the company’s traditional promotion mix. It then continues with an overview course, Internet Marketing, before continuing with Social Media Marketing and Search Engine Marketing. You will then develop your strategic vision with Marketing Strategy and Marketing Research. Together with RIT’s emphasis on great writing, (RIT’s writing professors are excellent) and our famous internships (we call them coops) and electives such as Webpage Design, Professional Selling, and Negotiation, these courses will turn you into a solid Internet Marketing professional that can both develop a strategic plan and execute the details. You are also required to take a minor such as Digital Business, Finance, and Management to broaden your knowledge.

Following a broad overview of Marketing in Marketing Principles. Consumer Behavior and Internet Marketing, students can either deepen their digital skills with Search Engine Marketing and Social Media Marketing or the traditional Marketing areas of Advertising and Promotion or Professional Selling before developing their strategic vision with Marketing Analytics and Marketing Strategy.

Mission, Educational Objective, and Program Learning Outcomes

Mission Statements for Business and Management Program

Bachelor of Science in Finance
Mission Statement

The Finance program prepares graduates to lead businesses and financial institutions in an ever-changing financial and technological environment. Through high-quality teaching that enhances critical thinking and decision-making skills, RIT Dubai Finance graduates will have the expertise in risk management, valuation of assets and investment, Financial markets, and institutions and will be the drivers of value creation in Dubai, the UAE, and the world.

Bachelor of Science in Business Administration - International Business
Mission Statement

The mission of the International Business program is to provide students a deep understanding of the complex global challenges related to cultural, legal, political, ethical, and governmental issues and business practices to prepare students to succeed in the global business environment.

Bachelor of Science in Marketing
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.

Bachelor of Science in Business Administration - Management
Mission Statement

The Management Program at RIT-Dubai delivers world-class education that prepares students to lead and motivate their employees to achieve high levels of productivity, to innovate, and to create a competitive advantage for businesses in the United Arab Emirates, MENA, and the world.

Business and Management 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 Management:

Managing Processes – Achieving business goals
Students will be able to:

  • Formulate and implement an effective plan for project management.
  • Apply principles of effective decision-making to negotiations.

Leading People – Influencing others towards a common purpose
Students will be able to:

  • Demonstrate professional skills that foster organizational effectiveness.
  • Apply leadership and teamwork concepts to real-world situations.

The following goals are unique to Finance:

Goal # 5: Cash Flows, Risk and Value - Possess knowledge concerning cash flow, risk and value in finance in various contexts and be able to apply financial models concerning them. Students will be able to:

  • Compute risk measures for financial securities (e.g., bonds and stocks)
  • Conduct analysis on risk-related issues (e.g., compute risk-adjusted performance measures
  • Evaluate financial securities using cash flow-based models

Goal # 6: Use of Financial Technology in Analyzing Data: Students demonstrate the ability to use Excel or other contemporary software applications to analyze given data sets. Students will be able to:

  • Apply technology in analyzing financial statements and in developing projections and forecasts.
  • Use technology to communicate the results of the analysis so they may be used in decision-making.

The following goals are unique to International Business:

Goal # 5: Global Environment: Students demonstrate an understanding of and ability apply information related to the global environment. Students will be able to:

  • Analyze the institutional environment of different countries (e.g., financial environment, regulatory environment, political environment, and labor environment).
  • Apply relevant concepts and frameworks describing the institutional environment of different countries.
  • Describe the financial, regulatory, political, and labor environments of different countries.

Goal # 6: Global Fundamental Elements: Students understand and can apply the fundamental elements of global business. Students will be able to:

  • Identify the fundamental elements of global business.
  • Apply the fundamental elements of global business to international trade, foreign direct investment, foreign exchange, and regional integration.
  • Relate knowledge of fundamental elements of global business across countries.

The following goals are unique to Marketing:

Goal # 5: Understanding the consumer buying process.

  • Describe the consumer buying process

Goal # 6: 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

Goal # 7: 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

Goal # 8: Ability to develop a comprehensive marketing plan.

  • Develop a comprehensive marketing plan

Goal # 9: Demonstrate advertising and promotion skills.

  • Design a detailed advertising campaign
  • Exhibit a wide range of marketing skills

A career in marketing can take you in many different directions, from sales and advertising to market research and brand management. However, in Dubai, the most common and attractive option for marketing professionals is Internet marketing and its related components, including social media marketing, content marketing and search engine marketing. Not only is there a strong demand for qualified candidates in such professions, but those with a well-developed strategic vision can expect highly rewarding career paths in these fields. The Marketing major also supports students that aim to explore traditional careers, including professional selling, advertising, brand management and marketing research, both in Dubai and internationally.

Typical Course Sequence

Year One

Course Code

Course Title

Credit Hours

BANA - 255

Data Literacy, Analytics and Decision Making


MGIS - 130

Information Systems and Technology


MGMT - 101

Business I: Introduction to Business Communication Planning and Analysis


STAT - 145

General Education - Mathematical Perspective A: Introduction to Statistics I


ECON - 101

General Education - Global Perspective A: Principles of Microeconomics


YOPS - 10

RIT 365: RIT Connections


UWRT - 150

General Education – First-Year Writing: UWRT-150 FYW: Writing Seminar (WI)


ACCT - 110

Financial Accounting


MGMT - 102

Business 2: Business Planning and Professional Development


ECON - 201

Principles of Macroeconomics


STAT - 146

General Education - Mathematical Perspective B: Introduction to Statistics II



General Education - Ethical Perspective


Year Two


ACCT - 210

Management Accounting


FINC - 220

Financial Management


MGMT - 215

Organizational Behavior


MKTG - 230

Principles of Marketing



General Education - Social Perspective


INTB - 225

Global Business Environment


SCBI - 035

Careers in Business


MKTG - 320

Digital Marketing


MATH - 161

Applied Calculus


COMM - 253



ANTH - 365

Culture and Politics of Middle East


MKTG - 499

Cooperative Education


Year Three


DECS - 310

Operations Management


MKTG - 350

Consumer Behavior



Marketing Elective



General Education - Immersion 1



General Education - Scientific principles 


MKTG - 365

Marketing Analytics


MGMT - 340

General Education - Artistic Perspective A: Business Ethics and Corporate Social 



General Education - Immersion 2



General Education - Natural Science Inquiry Perspective



Open Elective


Year Four



Marketing Elective



General Education - Elective



General Education - Immersion 3



Open Elective


MKTG - 550

Marketing Strategy


MGMT - 560

Strategic Management



General Education - Elective



Marketing Elective



Open Elective


Total Semester Credit Hours - 123

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

Click here to download undergraduate catalogue for complete descriptions of each course within the program.

Dr. Panagiotis Kokkalis

Associate Professor And Chair


Dr. Rizwan Tahir



Dr. Alina Maydybura

Assistant Professor


Dr. Amer Al Fadli

Visiting Assistant Professor


Dr. Amir Klincar

Visiting Assistant Professor


Dr. Khalil Al Hussaeni

Assistant Professor


Asma Saeed Lootah

Vice President & Board Secretary

Dubai Financial Markets

Nigel Pasea

Managing Director

The CCL Group



Rupinder Kochar

Senior Analyst


Tanvir M Contractor

Founder & CEO

Asap Wealth Consultancy



Ghassan Abughazaleh

General Manager


Hans Henrik Christensen

Director ‑ DTEC & SOF

Dubai Technology
Entrepreneurship Centre



Amal Al Zubeidy


Al Zubeidy Consulting

Dr. Mohammad Said Ishfaq

Senior Economic Analyst

Department of Finance,



Tahir Mahmoud

Head of Business Development

Nasdaq Dubai

Jide Ore

Emerson Automation Solutions




Manohar Roach

Director of Human Resources

Intercontinental Hotel
Groups (IHG)