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CONCENTRATION

ELECTIVES

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand why and how businesses are started;
• Understand the importance of the planning approach to starting a business;
• Produce a basic business plan;
• Gain the skills and work habits required to successfully launch a new enterprise.
• Develop entrepreneurial attitudes, motivations and skills;
• Be able to match talents, interests, and abilities of participants to entrepreneurial opportunities.

COURSE DESCRIPTION:

This course is designed to provide a practical approach to how to plan for the development of a small business, determine markets, identify and organize resources, organize finances, organize staff, and how to manage the entrepreneurial process, entrepreneurship business or to acquire an existing business. The course will include the development of a thorough, realistic business plan and the study of many actual cases of small business entrepreneurship.

Textbook/Reference:

• Jeffry Timmons, Stephen Spinelli, New Venture Creation: Entrepreneurship for the 21st Century with PowerWeb, 6th edition, McGraw-Hill/Irwin, 2003.
• Thomas W. Zimmerer, Norman M. Scarborough, Entrepreneurship and New Venture Formation, Prentice Hall, 1st edition 1995.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Be able to discover the techniques and strategies for dealing with difficult customers.
• Be able to identify the variables in a customer-focused organisation.
• Be able to review behaviours of difficult customers.
• Be aware of methods of improving and managing quality of service.
• Be aware of the quantitative model of service management.
• Be aware of forecasting demands for service and capacity planning.
• Recognize growth and globalisation of service.
• Be aware of current issues related to customer service management such as Saudization of service sector and GCC experiences.

COURSE DESCRIPTION:

A study of customer services accompanying core product and service products. Problems and issues related to the service mix, service-level decisions, the formulation of service policies, customer service management, the development of customer service staff, training and evaluation are analysed. Discussion covers customer information, customer surveys and suggestion, the handling of complaints and adjustments, techniques for dealing with difficult and angry customers, dissemination of information, maintenance, technical services, and the development of new customer service programs. Special attention is given to current issues related to customer service management such as Saudization of service sector and GCC experiences.

Textbook/Reference:

• J. J. Lauderbaugh, Customer Service Management, Technology Marketing Corp, 1st edition 1994.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the basic concepts of growing smaller businesses;
• Understand the importance of high growth firms and their processes;
• Be aware of the factors influencing the process and failure of smaller growing firms;
• Be aware of growth strategies;
• Be aware of current issues of small business enterprises relevant to KSA and GCC countries.

COURSE DESCRIPTION:

This course deals with the management of existing smaller business and the issues related to growth. Can it grow? Following an introduction on the importance of high growth firms, the course focuses on theoretical and practical models, the strategies and processes for small firms growth and factors influencing the success and failure of smaller growing firms. Growth strategies covered include core specialization, diversification, franchising and internationalisation. Special attention is given to the current issues of small business enterprises relevant to KSA and GCC countries.

Textbook/Reference:

• Thomas W. Zimmer, Norman M. Scarborough, Essentials of Entrepreneurship and small Business Management, Prentice Hall, 4th edition 2004.
• Peter Ferdinand Drucker, Innovation and Entrepreneurship: Practice and Principles, Louisiana State University Press, 1st edition 1991.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Be able to manage innovation effectively;
• Be able to direct the appropriate resources, in accomplishing the company's goals;
• Be able to select the appropriate organisation designs and systems for effective innovation.
• Be aware of the application of innovation management in KSA and GCC countries.

COURSE DESCRIPTION:

Innovation is the process of turning ideas into useful outputs. This course explores what the manager can do to foster innovation and to control and direct it to best accomplish the company's goals. The process of innovating, the role of the manager and the selection of organization designs and systems and some of the key components of innovation, will be discussed. Special attention is given to the application of innovation management in KSA and GCC countries.

Textbook/Reference:

• Joe Tidd, John Bessant, Keith Pavitt, Managing Innovation: Integrating Technological, Market, and Organizational Change, John Wiley & Sons; 2nd edition 2001.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the nature and scope of marketing research and its importance in making business decisions;
• Distinguish between different types of data, understand the techniques for data capture and select appropriate data collection techniques for problems;
• Understand the sampling process;
• Be able to analyse data, both qualitative and quantitative.

COURSE DESCRIPTION:

This course will introduce students to the process and techniques of marketing research and illustrates its fundamental importance in making appropriate business decisions. It provides an understanding of different types of data and how they are collected and analysed. It outlines how research is designed for the purpose of obtaining information to be used as an aid in marketing decision making.

Textbook/Reference:

• Joseph Hair, Robert P Bush, David J. Ortinau, Marketing Research: Within a Changing Information Environment w/Data Disk Pkg, McGraw-Hill/Irwin; 2nd edition 2003.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the determinants of consumer buyer actions from the psychological and social environment;
• Be able to identify the strategic and managerial implications associated with consumer behaviour.

COURSE DESCRIPTION:

The main focus of this course is to provide students with a good solid understanding of consumer behaviour and an understanding of how this knowledge can be used to make informed business decisions. The different determinants of behaviour are examined and the applications of theory are considered and critiqued.

Textbook/Reference:

• J. Paul Peter, Jerry Olson, Consumer Behavior, McGraw-Hill/Irwin; 6th edition 2001.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand customer behavior, both internally and externally.
• Design creative Integrative Marketing Communications (IMC) strategies using a variety of communication tools.
• Understand when to use specific IMC tools, such as advertising, direct marketing, public relations, sales promotion, the Internet, embedded content and more.
• Create a budget for marketing/communication plans.
• Understand how new media technologies can be used most effectively.
• Use branding to the best advantage of the organization.
• Develop an overall integrated marketing communications plan that fits the organization’s mission.

COURSE DESCRIPTION:

The course will provide an overview of the components and considerations involved in marketing communications strategy decisions. The first part of the course will consider the basic principles underlying consumer information processing and how marketing efforts can influence this process. The second part of the course will focus on the individual elements of the marketing communications mix (advertising, direct marketing, sales promotion, and public relations) and how these elements are combined into an integrated promotional campaign.

Textbook/Reference:

• PR Smith and Jonathan Taylor, Marketing Communications: An Integrated Approach, Kogan Page, 4th edition 2004.
• Don E. Schultz, et al; Integrated Marketing Communications: Putting It Together & Making It Work, 1st edition 1993.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the role of market channels;
• Understand how to mange the channels;
• Understand the role of logistics and franchising.

COURSE DESCRIPTION:

This course examines how organizations manage their channels of distribution to successfully achieve their marketing objectives. Students will gain an understanding of why manufacturers use marketing intermediaries and how these relationships can be managed to create the place utility demanded by their customers. Students will explore topics such as retailing, logistics, franchising, disinter mediation, and supply chain management.

Textbook/Reference:

• Kenneth Rolnicki, Managing Channels of Distribution, American Management Association, 1997.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand promotion and advertising terminology;
• Understand the role advertising plays in society;
• Be able to integrate the different aspects of advertising into a comprehensive promotional plan;
• Be exposed to different advertising issues such as target market identification, creative strategies, media planning, and advertising evaluation;
• Be able to co-ordinate advertising with other elements of the marketing mix and overall corporate strategy.

COURSE DESCRIPTION:

This course will introduce students to key issue in advertising, and its impact on organizations and society. Students will be introduced to the effective use of advertising as a part of a promotional plan. Also it will introduce students to the management of the advertising function from the perspective of users such as product/service managers. Case studies and text materials explore the role of advertising, target market identification, creative strategies, media planning and advertising evaluation. Emphasis is placed on the co-ordination of advertising with other elements of the marketing mix and overall corporate strategy.

Textbook/Reference:

• Rajeev Batra, John G. Myers, David A. Aaker, Advertising Management, Prentice Hall, 5th edition 1995.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Be able to define and classify products and appreciate the variety of alternatives for managing products;
• Be able to modify old products for development and launching of new products;
• Be able to recognize and appreciate the different types of product life cycles, understand the concepts of product line, product mix and product positioning and the management of products during their life cycles;
• Be able to appreciate the importance of branding and the factors affecting the branding decisions;
• Be aware of pricing and how pricing strategies are developed and formulated.

COURSE DESCRIPTION:

This course seeks to introduce students to key issues in the management of a company’s products and brands. It focuses on issues such as product design, the launch of a new product, product life cycles and product management. Also it focuses on branding, its impact, the factors affecting the branding decisions and pricing strategies.

Textbook/Reference:

• Jean-Noel Kapferer, STRATEGIC BRAND MANAGEMENT, Free Press, 1994.
• Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall; 1st edition 1997.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Explain the difference between domestic and international marketing;
• Describe the factors which are important to the success of internationalisation and globalisation;
• Understand the different environmental factors, market entry strategies tools and marketing techniques related to international marketing;
• Apply the marketing concepts and techniques to an international business situation;
• Develop an appreciation of the risk involved in international marketing decision-making.

COURSE DESCRIPTION:

This course seeks to cover the role and importance of international marketing: analysis of the international marketing environment; the principles of international marketing, analysis of the international marketing functions. The course will consider issues and concepts, which impact on internationalisation, including social responsibility.

Textbook/Reference:

• Warren J. Keegan, Mark Green, Global Marketing, Prentice Hall; 3rd edition 2002.
• Johny K. Johansson, Global Marketing: Foreign Entry, Local Marketing, and Global Management, McGraw-Hill/Irwin; 3rd edition 2002.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Describe in detail the different elements that comprise the process of creating a marketing strategy, from analysis, through planning and implementation;
• Identify the important external influences on the strategic process, including stakeholders, customers and changes in the way in which strategy is envisioned and operated in organizations.
• Identify the internal influences on the strategic process and understand the importance of managing the interfaces between strategy and the functional areas, including product development, pricing, promotion and distribution;
• Explain the issues involved in the implementation of strategy and the need to manage and monitor the process.

COURSE DESCRIPTION:

This course will focus on enabling students to analyse marketing situations, develop appropriate strategies and then implement their chosen strategy. Issues involved in strategy implementation and the need to manage and monitor the process will be explored and examined. The course will focus further on the internal influences on the strategic process and understand the importance of managing the interfaces between strategy and the functional areas.

Textbook/Reference:

• O. C. Ferrell, Michael Hartline, Marketing Strategy, South-Western College Pub, 3rd edition 2004.
• Carol H. Anderson, Julian W. Vincze, Strategic Marketing Management, Houghton Mifflin Company, 2nd edition 2003.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Acquire practical experience on the operational, supervision and managerial levels in marketing organizations or marketing departments within different organizations.

COURSE DESCRIPTION:

This course seeks to provide students with practical training for the whole semester in different business organizations, under the supervision of the faculty's administration. Training will be performed on the operational, supervision and managerial levels in marketing organizations or within marketing departments. Each student must submit a report and make a presentation about his training.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Be able to build and maintain an effective sales organization;
• Be able to use their skills to manage clients accounts and sales people;
• Be able to design and implement sales policies such as finding and developing sales-people, compensation and motivation systems;
• Be able to integrate sales policies with the overall marketing and sales strategy.

COURSE DESCRIPTION:

This course seeks to develop students’ decision-making skills to build and maintain an effective sales organization. Topics include professional selling skills, account management, partnership/relationship/solution selling, supervision of field sales people, compensation and motivation and the senior manager's responsibility for integrating sales strategy into the overall marketing strategy of the firm.

Textbook/Reference:

• Robert J. Calvin, Sales Management, McGraw-Hill; 1st edition 2000.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Describe and explain the characteristics of service organizations;
• Explain the role of the consumer in the supply of services;
• Explain the differences in the application of marketing to service organizations;
• Discuss the development of services marketing theory.

COURSE DESCRIPTION:

This course aims to provide students with an understanding of the distinctive nature of service organizations and of the development of theory and practice of marketing in the service environment.

Textbook/Reference:

• Valarie Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Services Marketing, McGraw-Hill/Irwin; 3rd edition 2002.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the business of retail management including factors involved in planning, organizing, pricing and physically handling merchandise in order to make a profit.
• Be aware of careers in retailing and the future direction of retailing.

COURSE DESCRIPTION:

The course shall emphasis how to manage the operation of retail and wholesale enterprises. The retail as entity has gained a major role in marketing and how it functions. The basic functions of retail will be studied including merchandising, promotion, control and operations.

Textbook/Reference:

• Dunne & Lusch, Retailing, South-western Educational Publishing, 5th edition 2004.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Be able to compare and contrast consumer and business-to-business marketing.
• Understand how strategic marketing planning results in the implementation of tactics that make success more likely in the business-marketing environment.
• Emphasize the global nature of modern business marketing and to learn what is required to become a successful international business-to-business company.
• Be able to analyze the elements of the business marketing mix to determine appropriate actions to meet and defeat competition
.
• Appreciate the importance of the purchasing function and supply chain management in the success of a business-to-business firm.
• Grasp the importance the Internet will have in transforming the way industrial and business-to-business activities are conducted in the future.
• Recognize the value of integrated marketing communications in planning successful business-to-business marketing programs.
• Identify and define the ethical components of business marketing decisions.
• Master the process of using case studies to obtain experience in analysing real-life problems, developing creative alternatives and justifying and implementing specific courses of action.
• Understand how the interrelatedness of concepts such as multifunctional teams, strategic alliances, environmental sensitivity, customer relationship management, supply chain management, electronic commerce and adherence to ethical principles all contribute to the sustained viability of a business.

COURSE DESCRIPTION:

The class intends to equip the student with up-to-date knowledge in business-to-business marketing and services marketing. In particular, the course is dedicated to the recent development that industrial and service markets are melting together and that the success of firms in industrial markets depends more and more on sophisticated, integrated service offerings. The students will get in touch with the presumptions of firms acting in the “service economy” and trying to build competitive advantages based on their marketing activities.

Textbook/Reference:

• Anderson, J.C.; Narus, J.A., Business Market Management, Prentice Hall, 2nd edition 2003.

COURSE OBJECTIVES:

At the completion of this course, students will:

• Understand the e-marketing context such as e-business models, performance metrics, and the role of strategic planning;
• Understand the impact of the external environment of e-marketing;
• Understand e-marketing strategies for segmenting, targeting, positioning and differentiation;
• Understand the online consumer exchange process and its outcome;
• Know how to use the 4ps in a firm's e-marketing strategy;
• Be able to identify profitable e-marketing strategies;
• Be aware of how to integrate the new technologies to a traditional business in a way that can add value to the business.
• Study how many firms choose to implement E-Marketing to achieve added value as cases for studies.
• Practice building simple Web sites in lab sessions using FrontPage.

COURSE DESCRIPTION:

This course seeks to explore how the Internet has affected the traditional way of conducting marketing: the strategies used by companies e-marketing; the difficulties and main issues they face; and the applications that are available for companies that want to integrate the new technologies to their marketing activities. Special attention is given to the study of how many firms implement E-Marketing to achieve added value. Students will practice building simple Web sites in lab sessions using FrontPage.

Textbook/Reference:

• Ward Hanson, Principles of Internet Marketing, South-Western College Pub, 1st edition 1999.
• Jeffrey F. Rayport, Bernard J. Jaworski, Introduction to e-Commerce, Breakaway Solutions Inc, 2nd edition 2003.