Bachelor of Marketing

Upon completion of the graduation requirements in the Marketing specialization, students are expected to be able to:

Knowledge (K):
(1) K Define the fundamental concepts associated with contemporary marketing.

(2) K Explain the fundamental concepts of marketing and their applications in the field of marketing.

(3) K Define the concepts of quantitative methods and their applications in the field of marketing.

Intellectual Skills (I):
(1) I Analyze marketing situations in the business environment.

(2) I Predict and respond to various environmental changes in the field of marketing.

(3) I Ability to propose solutions to problems within relevant contexts.

Practical Skills (P):
(1) P Apply specialized marketing knowledge in practical skills.

(2) P Apply specialized marketing skills in both traditional and electronic practical practices.

(3) P Apply professional ethics related to practical marketing practices.

Transferable Skills (T):
(1) T Use the local and global community framework to solve marketing problems.

(2) T Collaborate within a team using both traditional and electronic communications related to marketing.

Jordanian General Secondary Certificate with min 60% average.

306101 – Principles of Marketing (3:3-0)
Prerequisite: None
Covers marketing fundamentals, including its definition, functions, and processes. Topics include marketing strategy, environment analysis, market segmentation, targeting and positioning (STP), consumer behavior, marketing mix (product, price, distribution, promotion), services marketing, new product development stages, and product life cycle management.

306201 – Marketing Management (3:3-0)
Prerequisite: 306101
Covers marketing management concepts and responsibilities, including marketing mix management, product design and management, pricing policies, distribution channels, integrated marketing communications, marketing planning, implementation, and control.

306204 – Services Marketing (3:3-0)
Prerequisite: 306101
Examines services, their economic role, classifications, consumer behavior, and marketing strategies. Topics include the service marketing mix (product, price, place, promotion, people, physical evidence, process), positioning strategies, core and complementary service levels, new service development, and service quality.

306205 – Integrated Marketing Communications (3:3-0)
Prerequisite: 306101
Covers integrated marketing communications (IMC) concepts and elements. Topics include planning IMC campaigns, advertising, sales promotion, personal selling, public relations, direct marketing, evaluating effectiveness, and ethical considerations in IMC.

306223 – Tourism Marketing (3:3-0)
Prerequisite: 306204
Introduces tourism and hospitality marketing, including market importance, traveler motivations, product characteristics, supply and demand, marketing mix, competitiveness, and tourism marketing strategies.

306309 – Sales Management (3:3-0)
Prerequisite: 306101
Focuses on sales management development, internal organization, sales force selection and training, sales planning, goal setting, sales forecasting, budgeting, territory management, sales quotas, and performance evaluation.

306310 – Financial Services Marketing (3:3-0)
Prerequisite: 306204
Covers marketing of financial services, electronic marketing, banking services, marketing environment, product characteristics, marketing mix, service quality, strategy, product life cycle, pricing, distribution, promotion, and the role of personal selling and PR.

306311 – Consumer Behavior (3:3-0)
Prerequisite: 306101
Explores consumer behavior, decision-making, market segmentation, personal, psychological, social, and cultural influences, culture and subculture, social class, family, reference groups, motives, perception, learning, attitudes, and personality traits.

306312 – Quantitative Methods in Marketing (3:3-0)
Prerequisite: 301103
Covers quantitative methods in market segmentation, contingency coefficients, chi-square, market feasibility, market share prediction, Markov chains, ANOVA, Boston Matrix, product life cycle, pricing and promotion analysis, sales forecasting, consumer behavior analytics, and queuing theory.

306313 – New Product Management (3:3-0)
Prerequisite: 306201
Focuses on creativity and innovation, stages of new product development, idea generation, concept evaluation and screening, product design, testing, commercial launch, and integrated product strategies.

306314 – E-Marketing (3:3-0)
Prerequisite: 306101
Examines E-Marketing versus digital marketing, website design, online promotion/communication, SEO versus SEM, affiliate marketing, Google Ads/AdSense, e-purchasing processes, customer experience, and E-Marketing planning.

306321 – Social and Non-Profit Marketing (3:3-0)
Prerequisite: 306101
Covers marketing for non-profit organizations, strategy development, segmentation, targeting, positioning, volunteer management, fundraising, social accountability, and the role of NGOs in education, health, and SME financing.

306323 – Brand Management (3:3-0)
Prerequisite: 306313
Covers brand evolution, product classifications, brand differentiation, building strong brands, brand value, strategies for building and managing brands, and socially responsible marketing practices.

306420 – Marketing Strategies (3:3-0)
Prerequisite: 306201
Examines strategic planning concepts, development of marketing strategies, strategic analysis, corporate and business unit-level strategic choices, market segmentation, targeting, competitive advantage, implementation, and evaluation of marketing strategies.

306421 – International Marketing (3:3-0)
Prerequisite: 306201
Introduces international marketing concepts, global marketing theories, international marketing environment analysis, market entry strategies (export, licensing, acquisition), and international product, pricing, promotion, and distribution policies.

306422 – Marketing Research (3:3-0)
Prerequisite: 306312
Covers marketing information systems, types of marketing research, methodology, data collection, sample design, questionnaire construction, statistical analysis, and report preparation.

306426 – Contemporary Issues in Marketing (3:3-0)
Prerequisite: 90 Hours
Introduces emerging topics in marketing, including sports marketing, blue ocean strategy, political marketing, brand marketing, nostalgia, emotional intelligence, digital marketing, and other contemporary trends.

306428 – Business-to-Business Marketing (3:3-0)
Prerequisite: 306201
Covers B2B marketing fundamentals, demand forecasting, buyer-seller relationships, industrial market segmentation, targeting and positioning, industrial product strategies, marketing channels, and pricing strategies for business markets.

306498 – Graduation Project / Field Training (3:3-0)
Prerequisite: 90 Hours
Graduation Project: Students evaluate marketing strategies for a selected firm using systematic steps and present findings to a departmental committee.
Field Training: 160 hours of practical experience in marketing fields such as banking, insurance, or airline agencies to develop professional skills.