Bachelor’s Degree in Marketing
Production and services are no longer the ultimate goal of business enterprises, but satisfying and fulfilling the consumer’s desires has become one of the most important tasks it seeks to achieve. To achieve this, business enterprises study many related tasks, such as how to price goods and services, and choose the best ways to deliver them to the consumer after they promote and advertise them to the consumer. Therefore, marketing has become one of the most important disciplines that are taught in institutes and universities. Which deals with how to provide knowledge and tools that can be relied upon and used to study consumer needs and desires and how to achieve them, and the mechanisms for delivering goods and services to consumer groups.
Therefore, the marketing program aims to enable the undergraduate student to possess and absorb knowledge before using it and apply it to perform many tasks as sales manager, marketing research manager, promotion and advertising manager, product development manager, distribution in retail markets, and marketing manager in global markets. The plan includes many theoretical courses necessary to qualify the student after graduation and carry out the aforementioned tasks. This plan also dealt with many applied courses such as specialized topics in marketing and the graduation project, in addition to practical training in the labor market, which will help students understand the requirements for developing marketing goods and services in the local and global markets without neglecting the rapid development in marketing sciences.
The Marketing Program is a major program in the College of Business and Economics at Al-Quds University, and it awards a bachelor’s degree in marketing. The bachelor program is divided into three tracks, the first is the single track in marketing and the second is the major with the possibility of obtaining a minor from within the college or from other colleges at the university, in addition to allowing students from various other disciplines to obtain a marketing certificate as a sub-specialty. The marketing program aims to contribute to graduating batches of qualified scientifically and practically to meet the needs of various institutions in the Palestinian and global community, whether in the public or private sectors, in addition to qualifying the student to join graduate programs in Arab and foreign universities.
- Provide students with the theoretical knowledge necessary to understand the main issues, theories, and marketing practices in various fields of business.
- Providing students with the skills necessary to compete in the market through communication skills, research and analytical skills, which enable students to deal with complex business issues.
- Develop the practical skills of students’ learning management in order to apply these skills in a real life context.
- Contribute positively to society through responsible and ethical practice in their profession.
- Contribute to providing production and service businesses with specialized cadres in the field of marketing.
- Preparing and qualifying specialized scientific cadres to work in the various fields of marketing and to continue their postgraduate studies in the fields of marketing.
- Strengthening the relationship with local and Arab community institutions, contributing to creating job opportunities for graduates in the local and Arab market.
Knowledge:
- Describe the basic concepts of marketing and the role of marketing in business and society.
- Defining the main strategies used in the marketing process (market segmentation, target market identification, and product image identification).
- Knowing how to study consumer behaviors and how to influence them.
- Identifying product development strategies and mechanisms for entering new markets.
- Knowing the basic strategies in building long-term relationships with customers and the mechanisms for creating a state of customer satisfaction and loyalty.
Intellectual Skills
- Analyzing the marketing problems facing companies and studying them using a scientific method to reach the best possible solutions.
- Evaluate all elements of the marketing plan, discover deficiencies, and find appropriate solutions to increase the company’s efficiency.
- Creating a set of plans related to the marketing mix (pricing, product, promotion, distribution)
Professional Skills
- Preparing marketing plans for companies and working on presenting them in a professional manner.
- Gathering and analyzing marketing information to assist managers in making appropriate marketing decisions.
- Evaluate the activities and marketing plans applied in companies, identify defects, if any, and work to address them.
General skills
- Effective use of all forms of communication media to communicate effectively with others.
- Preparing preparatory presentations and presenting them to others professionally.
- Building self-confidence.
Obtaining a general secondary school certificate or its equivalent, with an average of no less than 65%, scientific and literary, and so on.
- Public and private entities
- Banks, insurance and financial companies
- Marketing research institutions
- Local and global retailers and wholesalers
The Academic plan consists of 123 credit hours distributed as follows:
| Single Specialization | Major Specialization | |||
| Compulsory | Elective | Compulsory | Elective | |
| University Requirement | 18 | 6 | 18 | 6 |
| Faculty Requirement | 27 | – | 27 | – |
| Single Specialization Requirement | 57 | 15 | ||
| Major Specialization Requirement | 39 | 6 | ||
| Minor Specialization Requirement | 21 | 6 | ||
| 102 | 21 | 105 | 18 | |
| 123 | 123 | |||
University Requirement (24 credit) 18 compulsory credit hours and 6 credit hours as elective
University Compulsory Requirements (18 credit hours) on follows:
| Cr. Hours | Course name | Course No. | No. |
| 2 | Arabic Language skills | 0400100 | 1 |
| 2 | English Language Writing Skills | 0400184 | 2 |
| 2 | Communications English Language Skills | 0400185 | 3 |
| 2 | Jerusalem Throughout History | 0400120 | 4 |
| 2 | Palestine : Nature &Environment | 0400121 | 5 |
| 3 | World Civilization | 0400123 | 6 |
| 3 | Logical Thinking | 0400124 | 7 |
| 2 | Islamic Culture | 0400122 | 8 |
University Elective Requirements (6 credit hours)
Languages
| Cr. Hours | Course name | Course No. | No. |
| 3 | Hebrew Language1 ( Level 1) | 0400111 | 1 |
| 3 | Hebrew Language 2 ( Level 2) | 0400112 | 2 |
| 3 | French Language 1( Level 1) | 0400113 | 3 |
| 3 | French Language 2 ( Level 2) | 0400114 | 4 |
| 3 | German Language 1( Level 1) | 0400115 | 5 |
| 3 | German Language2 ( Level 2) | 0400116 | 6 |
| 3 | Spanish Language 1 ( Level 1) | 0400117 | 7 |
| 3 | Spanish Language 2 ( Level 2) | 0400118 | 8 |
| 3 | Turkish Language 1 ( Level 1) | 0400119 | 9 |
| 3 | Turkish Language 2 ( Level 2) | 0400129 | 10 |
| 3 | Italian Language 1 ( Level 1) | 0400146 | 11 |
| 3 | Italian Language 2 ( Level 2) | 0400147 | 12 |
| 3 | Any Foreign Language Approved by the Academic Council | / | 13 |
University requirement (6 credit hours) cultural courses
| Cr. Hours | Course name | Course No. | No. |
| 3 | Science and Life | 0301420 | 1 |
| 3 | Internet for Special Purposes | 0303100 | 2 |
| 3 | Introduction to Public Health and Environment | 0305100 | 3 |
| 3 | Fine Arts | 0400130 | 4 |
| 3 | Literary Appreciation | 0400132 | 5 |
| 3 | Women and Men in Human Societies | 0400133 | 6 |
| 3 | Issues in Modern and contemporary Arab Thought | 0400141 | 7 |
| 3 | Special Topic | 0400148 | 8 |
| 3 | Communication Skills | 0403131 | 9 |
| 3 | History and Philosophy of Science | 0409135 | 10 |
| 3 | Democracy, Human Rights and International Humanitarian Law | 0500140 | 11 |
| 3 | Conflict Resolution by Peaceful Means | 0500143 | 12 |
| 3 | Introduction to Legal Thought | 0500145 | 13 |
Faculty Requirements:
Marketing students must pass (27) credit hours as follows:
| Cr.Hrs | Course name | Course No. | No. |
| 3 | Principles of Microeconomic | 1301101 | 1 |
| 3 | Principles of Macroeconomic | 1301102 | 2 |
| 3 | Principles of Statistics | 1301103 | 3 |
| 3 | Principles of Accounting I | 1302101 | 4 |
| 3 | Principles of Accounting II | 1302102 | 5 |
| 3 | Essential of Business Administration | 1304100 | 6 |
| 3 | Principle of Finance | 1303240 | 7 |
| 3 | Principle of Marketing | 1305101 | 8 |
| 3 | Introduction for Development | 0430113 | 9 |
| 27 | Total | ||
Specialization terms:
Student must earn the following Grads in order to continue at Marketing program:
| Grads | Course name | Course No. | No. |
| 65% | Essential of Business Administration | 1304100 | 1 |
| 65% | Marketing Principles | 1305101 | 2 |
Single Specialization:
Compulsory Requirements (57 Credit Hours)
| # | Course Number | Course Name | Credit | Prerequisite |
| 1 | 1304102 | Introduction to management | 3 | 1304101 |
| 2 | 1305203 | Service marketing | 3 | 1305101 |
| 3 | 1305204 | Sales management | 3 | 1305101 |
| 4 | 1305208 | Distribution channels | 3 | 1305101 |
| 5 | 1305202 | Consumer behavior | 3 | 1305101 |
| 6 | 1305305 | Marketing strategies | 3 | 1305101 |
| 7 | 1305306 | Global marketing | 3 | 1305101 |
| 8 | 1305402 | Promotion strategies | 3 | 1305101 |
| 9 | 1305403 | Marketing research | 3 | 1305101 |
| 10 | 1305408 | Internet marketing | 3 | 1305101 |
| 11 | 1305302 | Product development and creation | 3 | 1305101 |
| 12 | 1305404 | Customer relationships management | 3 | 1305101 |
| 13 | 1305207 | Pricing strategies | 3 | 1305101 |
| 14 | 1305303 | Nonprofit marketing | 3 | 1305101 |
| 15 | 1304208 | Public relations management | 3 | 1304101 |
| 16 | 1305307 | Retailing and wholesaling | 3 | 1305101 |
| 17 | 1305201 | Marketing management | 3 | 1305101 |
| 18 | 1305445 | Applied topics in marketing | 3 | 1305101 |
| 19 | 1305444 | Senior Seminar | 3 | 1305101 |
Elective Requirements (15 Credit Hours)
The student must complete 9 credit hours from the department’s electives and 6 credit hours from the third year level or higher than the other faculty departments’ electives.
|
# |
Course Number | Course Name | Credit | Prerequisite |
| 1 | 1304313 | International Business | 3 | 1304101 |
| 2 | 1305401 | Tourism marketing | 3 | 1305101 |
| 3 | 1304205 | Public Administration | 3 | 1304101 |
| 4 | 1304206 | Business Communication | 3 | 1304101 |
| 5 | 1305301 | Business to business Marketing | 3 | 1305101 |
| 6 | 1304105 | Advanced computer skills | 3 | 1304101 |
| 7 | 1304210 | Change Management | 3 | 1304101 |
| 8 | 1304305 | Business Law | 1304101 | |
| 9 | 1304307 | Project Management | 3 | 1304101 |
| 10 | 1304314 | 3 | 1304101 | |
| 11 | 1304401 | Strategic Management | 1304101 | |
| 12 | 1305407 | Financial marketing | 3 | 1304101 |
Major Specialization
Compulsory Courses for Major Specialization (39 Credit Hours)
| # | Course Number | Course Name | Credit | Prerequisite |
| 1 | 1304102 | Introduction to management | 3 | 1304101 |
| 2 | 1305203 | Service marketing | 3 | 1305101 |
| 3 | 1305208 | Distribution channels | 3 | 1305101 |
| 4 | 1305202 | Consumer behavior | 3 | 1305101 |
| 5 | 1305305 | Marketing strategies | 3 | 1305101 |
| 6 | 1305306 | Global marketing | 3 | 1305101 |
| 7 | 1305402 | Promotion strategies | 3 | 1305101 |
| 8 | 1305302 | Product development and creation | 3 | 1305101 |
| 9 | 1305404 | Customer relationships management | 3 | 1305101 |
| 10 | 1305307 | Retailing and wholesaling | 3 | 1305101 |
| 11 | 1305201 | Marketing management | 3 | 1305101 |
| 12 | 1305204 | Sales management | 3 | 1305101 |
| 13 | 1305444 | Senior seminar | 3 | 1305101 |
Elective Courses for Major Specialization (6 Credit Hours).
| # | Course Number | Course Name | Credit | Prerequisite |
| 1 | 1305403 | Marketing research | 3 | 1302102 |
| 2 | 1305207 | Pricing strategies | 3 | 1302202 |
| 3 | 1305303 | Nonprofit marketing | 3 | 1302202 |
| 4 | 1304208 | Public relations | 3 | 1302311 |
| 5 | 1305401 | Tourism marketing | 3 | 1302401 |
| 6 | 1305301 | Business to business Marketing | 3 | 1302406 |
| 7 | 1305407 | Financial marketing | 3 | 1305101 |
| 8 | 1305445 | Applied topics in marketing | 3 | 1302403 |
| 9 | 1304105 | Advanced computer skills | 3 | – |
| 10 | 1304314 | Entrepreneurship and Innovation | 3 | 1304101 |
| 11 | 1304206 | Business Communication | 3 | 1302403 |
| 12 | 1304305 | Business Law | 3 | – |
| 13 | 1304307 | Project Management | 3 | 1304101 |
| 14 | 1304401 | Strategic Management | 3 | 1304101 |
Minor Specialization in Marketing:
For Faculty’s Student from other Departments.
Obligatory Courses for Minor Specialization in Marketing (21credit)
| # | Course Number | Course Name | Credit | Prerequisite |
| 1 | 1305203 | Service marketing | 3 | 1305101 |
| 2 | 1305201 | Marketing management | 3 | 1305101 |
| 3 | 1305208 | Distribution channels | 3 | 1305101 |
| 4 | 1305202 | Consumer behavior | 3 | 1305101 |
| 5 | 1305305 | Marketing strategies | 3 | 1305101 |
| 6 | 1305306 | Global marketing | 3 | 1305101 |
| 7 | 1305402 | Promotional strategies | 3 | 1305101 |
Elective Courses (6 credit), can be selected from the Marketing department offered courses.
For the Students from other Faculties
Obligatory Courses for Minor Specialization in Marketing (30 credit)
| # | Course Number | Course Name | Credit | Prerequisite |
| 1 | 1304100 | Business essentials | 3 | – |
| 2 | 1305101 | Marketing principles | 3 | – |
| 3 | 1305208 | Distribution channels | 3 | 1305101 |
| 4 | 1305202 | Consumer behavior | 3 | 1305101 |
| 5 | 1305305 | Marketing strategies | 3 | 1305101 |
| 6 | 1305306 | Global marketing | 3 | 1305101 |
| 7 | 1305402 | Promotional strategies | 3 | 1305101 |
| 8 | 1305403 | Marketing research | 3 | 1305101 |
| 9 | 1305201 | Marketing management | 3 | 1305101 |
| 10 | 1305203 | Service marketing | 3 | 1305101 |
Principles of marketing: (1305101)
This course is aiming to give the students the basic knowledge about the concepts of marketing and marketing mix (product, place, price, promotion) and the effect of internal and external environment on the organization, also, this course will handling the basic concepts of consumer behavior and its effect on the purchasing behavior, how to segment markets and to make decisions about product development, pricing, promoting, and choosing the right channels of distribution. and finally this course will introduce the students to the basic concepts of how to initiate an effective integrated marketing communication system.
Marketing management (1305201):
This course is aiming to identify the basic concepts of marketing management like: product development, market development, segmentation strategies, choosing target market strategies, differentiation strategy, positioning strategy, pricing strategies, promotional strategies, and consumer motivation strategies.
Consumer behavior (1305202):
This course is aiming to identify the basic concepts of consumer behaviors and giving a framework for studying and analyzing the purchasing behavior of consumers and how this behavior is related to the different stages of the purchasing decisions. Also, this course is handling the concepts and the basis of market segmentation according to consumer’s cultures and social attributes, in addition to that, this course will deal in more details with some factors which have an effect on the consumer behavior like: learning, motives, perceptions and attitudes, social class, and the effect of the reference groups.
Service marketing (1305203):
This course is aiming to identify the basic concepts of service marketing, and how is the service sector had developed, also this course will give a classification for different services type. In addition to that this course will handle some concepts like: service marketing mix, service life cycle, service development strategies, supporting and complementary services, service pricing, promoting, and distributing strategies.
Sales management (1305204):
This course is aiming to identify the basic concepts of sales management functions and how to manage the sales forces through recruitment and motivation strategies, and how to plan and control the sales activities; also this course will handle the personal selling concepts and sales forecasting methods, in addition to budgeting issues and detraining the sales territories.
Pricing strategies (1305207):
This course is aiming to identify the basic concepts of pricing role in the marketing plan and how it’s integrated with the other marketing elements; also this course will handle pricing topics like: pricing objectives, pricing methods, pricing strategies formulation and implementation for different products and markets, and defining the different factors that affect the pricing process.
Distribution channels (1305208):
This course is aiming to identify the basic concepts of product distribution process and how to choose the right channels to distribute your products, also this course will discuss the role of the channels members in distributing the products, and how to choose the right members to be in your channels, also this course will handle the issue of the channels conflict and how to deal with it, and finally how to evaluate the different channels performance.
Industrial marketing (1305301):
This course is aiming to identify the different types of industrial markets and discussing the marketing planning for industrial products through studying: industrial markets characteristics, industrial environment analysis, industrial purchasing behavior, and the industrial marketing strategies.
Marketing for non for profit organizations (1305303) :
This course is aiming to identify the concept of non-profit organizations, and how the marketing program can be implemented in this kind of organizations with concentrating on social marketing topics, and discussing some special cases for current NPOs.
Marketing strategies (1305305):
This course is aiming to identify and discuss the formulation, implementation and evaluation of different marketing strategies like: marketing segmentation and targeting, positioning strategy, pricing strategy, product and market development strategies, differentiation strategies and the promotional strategies.
Global marketing (1305306):
This course is aiming to identify and discuss the different concept of globalization and its relationship with marketing planning, and how to analyze the global environment to determine threats and opportunities, also this course introduce the students to the different world trade agreements and how it will affect the marketing plans for global and local organizations.
Retailing (1305307):
This course is aiming to identify and discuss the different concept, functions, and characteristics of both retailers and wholesalers and how the marketing concept is applied in those kind of business; also this course is handling some related concepts like: strategic planning, product portfolio analysis, choosing target markets, choosing the facility location, and finally, and finally discussing the importance of coordination between channels members and the strategies to deal with conflicts.
Tourism Marketing (1305401):
This course is aiming to identify and discuss the basics of tourism marketing through studying marketing research and its implementation in the tourism industry and how analyze and segment tourism markets, in addition to studying the suitable marketing strategies which can be effectively implemented in this sector to create a sufficient level of tourist satisfaction.
Promotion strategies (1305402):
This course is aiming to identify and discuss the basics of marketing communication process and explain how promotion mix as going to be used as a communication tool between consumers and producers; this course will discus the different promotional activities like : planning, implementing, and evaluating promotional campaign in details, and discuss the different promotional mix elements ( advertising, personal selling, sales promotion, publicity) and the importance of the integrated marketing communication.
Marketing research (1305403):
This course is aiming to identify and discuss the basics of marketing research methodology and its importance for strategic marketing planning and dealing with different kinds of marketing problems, also through this course we will identify the relationship between marketing research and decision making process through explaining the methods of problem definition, data gathering and analyzing methods and choosing representative samples methods.
Bank marketing (1305407):
This course is aiming to identify and discuss the different concepts of : bank marketing, developing of bank industry, bank services developing strategies, pricing and promoting strategies for bank services, distribution channels used in bank sector, differentiation and competitive strategies in bank industry.
E-marketing (1305408):
This course is handling the issue of communication and technological development on marketing, also, it define and discuss the concept of virtual markets and its implementations, and how to take use of internet in gathering marketing information, promoting, and distributing products.
Customer relationships management (1307312)
This course examines customer relationship management (CRM) and its application in marketing, sales, and service. Companies strive to use CRM to optimize the identification, acquisition, growth and retention of desired customers to gain competitive advantage and maximize profit. This course will examine CRM as a business strategy that integrates internal processes and external networks to create and deliver value for targeted customers and for the organization. And it will take a broader view of ‘marketing’ than just designing a product, advertising, pricing and distributing it to consumers. It examines the role that stakeholders, such as internal staff, suppliers and influence groups, play in shaping relationships with customers. Emphasis will be placed on the development of an understanding of Relationship Marketing, CRM theory and CRM applications through a series of discussions, cases, and exams.
Applied Topics in marketing (1305445):
This course is handling some modern topics in marketing like direct marketing, interactive marketing, social marketing, political marketing, and e-marketing through analyzing different case studies which talk about a marketing problem and how it had been solved.