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Marketing

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Marketing

Credential: Masters Degree
Duration: 1 - 2 Years
Credit Hours: 36
Tuition Fee: AED 1650 / credit hour (see detailed fee structure here)
Class Timings: Weekend or Weekdays
Medium of Instruction: English

The Master of Business Administration degree is a 36-credit hour program that is based on the completion of 7 core courses and 5 specialization courses of 3-credit hours each. All modules are eight weeks each in duration. All students complete the core courses before moving to the individual specializations. Students who do not have an undergraduate degree in Business Administration must first complete five MBA Preparatory courses(15 credit hours) before entering the program.

Program Vision and Mission

MBA vision and mission stem from the vision and mission of the City University College of Ajman.

Vision

MBA program at City University College of Ajman will provide access and opportunity for national and international students to further their education. It will improve their professional management, leadership, and analytical skills, thus enhancing their career and earning potential.

Mission

MBA program mission is to provide business professionals with advanced knowledge of integrated business and management skills to enhance their careers. The principal focus of this program is to build the necessary competencies, skills, and institutional leadership for effective decision-making by providing high-quality courses that are rigorous, transferable at the graduate level, and offered at a reasonable cost.

Program Goals

MBA program prepares its graduates to:
  • Use advanced business management knowledge and business research skills to evaluate, develop, lead, and inspire others in rapidly-changing business environments.
  • Acquire new and strengthen existing intellectual skills in business administration and management such as analytical skills, critical thinking skills, and collaborative team skills to build and lead enterprises that create value in a dynamic, global economy.
  • Practice visionary leadership, social, cultural, and business ethical skills to become agents of organizational development, corporate social responsibility, and change.
  • Think critically, creatively, and innovatively to relentlessly pursue organizational excellence and make a difference in business and society.
  • Seek continuous and lifelong learning, self-assessment, and career enhancement to become exemplary future business leaders.

Study Plan

Download Study Plan
COURSE CODE COURSE NAME CREDIT HOURS PREREQUISITE
Semester 1
MIS 501 Advanced Management Information Systems 3  
MGT 550 Management Research Methods 3
MKT 570 Advanced Marketing Management 3
FIN 505 Managerial Finance 3
MGT 505 Advanced Operations Management 3
MGT 565 Organizational Behavior and Leadership 3
BUS 502 Business Strategy and Ethics 3 FIN 505, MGT 505, MKT 570
COURSE CODE COURSE NAME CREDIT HOURS PREREQUISITE
Semester 2
MKT 600 Consumer Behavior 3 MKT 570
MKT 601 Services Marketing 3 MKT 570
MKT 602 International Marketing Strategy 3 MKT 570
MKT 603 Strategic Marketing 3 MKT 570
MKT 604 Digital Marketing 3 MKT 570
MKT 605 Retail Management 3 MKT 570
MKT 606 Brand Management 3 MKT 570

Course Description

Note: All courses are 3 credit hours. Prerequisites appear beneath the course title.

Program Core Courses
Advanced Management Information Systems MIS 501

This course provides students with the latest developments and practices from the Management Information Systems (MIS) field. It includes expanded discussions of social networking, IT security, and mobile computing. Students explore several key elements of the information age ranging from online business practice to business intelligence. Topics relate directly to the specialized areas of finance, people, marketing, and quality, and include the practical use of software programs used to manage those areas.

Management Research Methods MGT 550

This course provides students with the opportunity to identify and apply appropriate research methodologies including quantitative and qualitative methods approaches, in order to design, analyze, interpret, and report research results. The main goal of this course is to enable students to make informed decisions using advanced statistical analysis based on accurate, reliable, and timely information, just like managers in a corporate setting.

Advanced Marketing Management MKT 570

This course provides an understanding of the application of marketing theories, concepts, and practices as they relate to the management of the marketing function in a complex organization. Emphasis will be on the managerial aspects of marketing plans, including analysis of the external environment. A key element of the course will include the relationship of the “marketing mix” to strategic planning. A clear understanding of the importance of marketing, as well as a grasp of effective marketing practices, will be examined. Students will gain a working knowledge of both marketing theory and the practical application of innovative marketing strategies. They will also come to understand how product, price, place, and promotion contribute to the marketing mix as they explore research-based insights into consumer behavior.

Managerial Finance FIN 505

This course provides an introduction to managerial finance, financial statements and analysis, cash flow and financial planning. Students will also explore the time value of money, capital budgeting techniques, the cost of capital, capital structure, and working capital management.

Advanced Operations Management MGT 505

This course focuses on the processes, techniques and strategies used to transform various inputs into finished goods and services. Special emphasis is placed on process improvement. Topics include operations strategy, process design and analysis, process improvement, six sigma, project management, and supply chain management.

Organizational Behavior and Leadership MGT 565

This course focuses on the study of human behavior in organizations. Students will learn various theoretical concepts and practical methods for understanding, analyzing, and predicting individual and group behavior, teamwork, motivation, interpersonal conflict and communication. In addition, students will learn various leadership theories and practices in organizations, and global leadership. Students will also conduct critical analyses of various models and issues related with leadership, analyze cases, and apply theories innovatively.

Business Strategy and Ethics BUS 502

(Prerequisites: MGT 505, FIN 505, MKT 570)
This course focuses on analyzing and formulating business strategy taking workplace ethics into account. Students will learn how to critically analyze, interpret, and evaluate internal and external environments, locally and globally, for successful strategy formulation. Students will also explore corporate ethical principles and ethical issues in the workplace.

Marketing Courses
Consumer Behavior MKT 600

(Prerequisite: MKT 570)
This course introduces the student to the influence that consumer behavior has on marketing activities .Students will apply theoretical concepts to marketing strategies and decision making. Students will be able to look at the consumer functions of decision-making, attitude formation and change, cognition, perception, and learning. The marketing concepts of product positioning, segmentation, brand loyalty, shopping preference and diffusion of innovations are considered in context with the environmental, ethical, multicultural and social influences on an increasingly diverse global consumer.

Services Marketing MKT 601

(Prerequisite: MKT 570)
The objective of this course is to familiarize students with the managerial issues, theories, and techniques involved in marketing services. The course enables students to understand how marketing services is different from marketing goods. It helps them make decisions about positioning, distributing, pricing, and promoting different services with the help of the marketing mix in the growing competitive service industry.

International Marketing Strategy MKT 602

(Prerequisite: MKT 570)
This course examines the impact of economic, cultural, political, legal, and other environmental influences on international marketing. Within this context, it discusses how to identify and analyze world wide marketing opportunities, and examine product, price, promotion, and distribution strategies.

Strategic Marketing MKT 603

(Prerequisite: MKT 570)
This course provides both the theoretical study and hands-on practices of marketing strategy. Students will learn the most advanced marketing strategies and various new opinions in the marketing field from practitioners and scholars. They will also learn how to apply these theories, analyze the internal and external environmental factors and apply SWOT analysis. This course also focuses on the importance of marketing mixes, the product life cycle, and its role in formulating and designing an accurate marketing strategy.

Digital Marketing MKT 604

(Prerequisite: MKT 570)
This course provides students with comprehensive knowledge on how companies use digital media to meet their marketing goals. The course focuses on digital marketing fundamentals, development of strategy for digital marketing, and implementation and practice of digital marketing, which will help students to integrate theory and practice.

Retail Management MKT 605

(Prerequisite: MKT 570)
This course provides the students with a comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. The spirit behind the course is to make the student understand this important element in the overall marketing mix of mass distributed products. Moreover, this course will highlight the importance of administration and strategic planning in both large and small retail firms. It concentrates on the management of retail functions to include stock planning, inventory control, markup and pricing, retail accounting, merchandising, retail promotion, human resources management, store location, design and layout, legal and ethical issues, and the use of information systems.

Brand Management MKT 606

(Prerequisite: MKT 570)
Brands are among the most valuable corporate assets. This course is about how brands are viewed, built, managed, and measured to ensure a firm´s superiority and sustainability in profits. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in branding.

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