Proposed Revised Curriculum. Bachelor of Science in Marketing

Transcription

1 COLLEGE OF INDUSTRIAL MANAGEMENT Department of Management and Marketing Proposed Revised Curriculum Bachelor of Science in Marketing April 2011

2 THE REPORT 1

3 TABLE OF CONTENTS 1. INTRODUCTION MOTIVATION FOR THE REVIEW DOCUMENT ORGANIZATION REVIEW METHODOLOGY SUMMARY OF REVIEW OUTCOMES SPECIFIC RESULTS OF COMPARISONS WITH SIMILAR OTHER PROGRAMS MAIN FEATURES OF THE NEW (PROPOSED) PROGRAM STRUCTURE OF THE NEW (PROPOSED) PROGRAM PROGRAM NEED ANALYSIS PROGRAM MISSION PROGRAM LEARNING GOALS AND OBJECTIVES LIST OF COURSES DEGREE PLAN GRADUATION REQUIREMENTS for the B.S. Degree in marketing PROGRAM FLOWCHART PREREQUISITES FOR MARKETING COURSES COURSE DESCRIPTIONS APPENDIX A - COURSE TOPICAL SYLLABI APPENDIX B - RESULTS OF COMPARISON WITH SIMILAR INTERNATIONAL PROGRAMS

4 1. INTRODUCTION This report presents a proposal for revising the B.S. in Marketing curriculum offered by the College of Industrial Management (CIM) at King Fahd University of Petroleum & Minerals (KFUPM). The revision recommendations contained in the report are the outcome of an extensive review of the existing curriculum that was conducted by the department s Marketing Curriculum Review Committee (the Committee). The main goals in the revision effort were to produce a revised marketing curriculum that: 1. has an academically sound structure, 2. represents an integrated body of marketing knowledge with a good balance between breadth and depth, 3. is current and relevant to today s Saudi business environment as well as trends in the global economic and business environments, 4. adequately equips marketing graduates with the concepts, tools, and skills needed for productive marketing careers in these environments, and 5. measures up to international academic standards and AACSB accreditation requirements. 1.1 MOTIVATION FOR THE REVIEW Following are the main driving factors for the review. 1. The current marketing curriculum has not been revised since its first implementation more than 15 years ago. 2. Significant changes have taken place in the Saudi and global economic and business environments, and it is extremely important that the marketing curriculum stays abreast with these changes if graduates are to succeed in these environments. 3. It is university and department policy that academic curricula undergo mandatory review every four years. 4. The requirement that the curricula of all CIM degree programs meet the AACSB Standards. 5. Periodic review of academic curricula is a requirement for maintaining the accreditation of CIM academic programs granted by AACSB (The Association to Advance Collegiate Schools of Business) International. 3

5 1.3 DOCUMENT ORGANIZATION The proposal has three major sections. The first section describes the review process itself and includes sections on the need for the review, the process involved in the review, and a summary of the results of the review. The second section presents the revised program in detail, as it would appear in the university bulletin. In the third and last section of the proposal implementation issues regarding the revised program are addressed. The following presents a summary of the proposed changes to the undergraduate marketing curriculum and the rationale behind those changes. In line with the Deanship of Academic Development's guidelines for developing/revising academic programs the rest of this document is organized as follows: The remainder of this section presents the review methodology, review outcomes, and structure and main features of the proposed new program. The next section (Section 2) presents the program needs analysis. Section 3 presents the program objectives and discusses their alignment with KFUPM and CIM missions. Section 4 outlines the program learning outcomes and how these map with the program objectives. Section 5 provides a list of courses in the proposed revised curriculum and how they map into the program learning outcomes. It also discusses the rationale for the proposed new curriculum structure Section 6 presents the structure of the program and degree plan after implementation of the proposed changes. Section 7 presents course descriptions for proposed new and re-designed courses. Section 8 details the program admission and graduation requirements. Section 9 presents a preliminary implementation plan. 1.2 REVIEW METHODOLOGY In its review, the Committee used the following inputs as guides: a. comparison of the KFUPM B.S. in Marketing program with those of leading U.S. business schools, b. core business requirements for CIM programs as proposed by the college curriculum committee, c. standards for business accreditation of the Association to Advance Collegiate Schools of Business (AACSB International), since CIM programs are accredited by AACSB, 4

6 d. results of the CIM learning goals assessment program conducted by the college Learning Outcomes Assessment Committee. e. accreditation standards of the Saudi National Commission for Academic Accreditation and Assessment (NCAAA), f. KFUPM guidelines for developing/reviewing academic programs. g. feedback from stakeholders collected over the years from alumni, employers, and CIM's advisory board, h. marketing curriculum review committee members' own professional backgrounds and experience in other institutions garnered through deliberations during meetings of the committee. 1.3 SUMMARY OF REVIEW OUTCOMES Table 1 shows major requirements in the existing B.S. in Marketing curriculum, which form the basis for the observations made in this section of the report. TABLE 1 Current Major Requirements and their Status under the Proposed Revised Curriculum Code Course Title Credit hours MKT 320 Sales Management 3 MKT 330 Advertising & Sales Promotion 3 MKT 340 Retail Management 3 MKT 345 Marketing Research 3 MKT 375 Services Marketing 3 MKT 400 Industrial Marketing 3 MKT 410 Consumer Behavior 3 MKT 420 International Marketing 3 MKT 450 Marketing Management 3 OM 310 Quantitative Methods for Management 3 MGT 410 Organizational Behavior & Design 3 MKT 351 Marketing Coop 9 In its review using the input described in the previous section, the Committee observed the following weaknesses of the existing curriculum that it sought to address in the revised curriculum: 5

7 1. Although as summarized in the next section, the marketing courses offered in the existing are found in the institutions benchmarked, there appears to be no guiding principles or framework underlying the portfolio of courses and structure of the current marketing major requirements. 2. The existing curriculum does not provide marketing students the opportunity to take elective courses in marketing suitable to their interests. All courses in the current curriculum are required. 3. The credit hours for marketing major courses (33 hours) are on the high side when compared with similar international programs. 4. As a social science, language and technical report writing competencies are essential in all marketing courses. However, most students enrolled in these courses currently do not have sufficient levels of these skills, thereby hampering their ability to attain the maximum possible benefit from the courses. 1.4 SPECIFIC RESULTS OF COMPARISONS WITH SIMILAR OTHER PROGRAMS Summary results of the benchmarking study with marketing programs at leading U.S. business schools are shown in Appendix B. The following issues are noteworthy: 1. Consumer Behavior is being offered in 10 out of the 11 randomly selected universities. There is however some minor change in the title of the course in some universities. The details are provided in footnote. 2. Marketing Research is offered by all the 11 universities. 3. Strategic Marketing is offered in 6 of the 11 universities. Again there are some minor changes in the course nomenclature. As this is a capstone course, the Department considers it necessary to have a course on strategic marketing. 4. International Marketing course is offered in 7 of the 11 universities. 5. Product and Brand management course is offered in 5 of the selected universities. There is however, some minor change in the title of the course in three of these universities. 6. Marketing Channels is offered in 5 of the selected universities. 7. Integrated Marketing Communication also compares favorably with 6 of the randomly selected universities offering this course. 1.6 MAIN FEATURES OF THE NEW (PROPOSED) PROGRAM A summary of main features of the proposed marketing program are as follows: 1. Marketing major requirements have been reduced from 33 credit hours (eleven courses) to 24 credit hours to accommodate current changes in the university-level general education requirements and the college-level business core requirements. 6

8 2. Marketing major requirements now include required and elective components. The required component will be 21credit hours and the elective component will be 3 credit hours. The elective will be taken from a specified list of 400-level marketing course offerings. 3. In order to accommodate the introduction of electives, the marketing course portfolio has been substantially increased by adding new courses that are not currently being offered by the department. 4. Following the separation into required and elective courses, some required courses in the current curriculum have been moved into the electives pool in the proposed curriculum. 5. Titles of some courses have been changed to better reflect new content and pedagogy. 6. Two non-marketing courses that were previously marketing major requirements have been treated differently in the proposed program. Quantitative Methods for Management (OM 310) has been moved to the college requirements while Organizational Behavior (MGT 410) has been dropped. 7. A new course numbering scheme has been proposed to enhance consistency in the numbering of marketing courses. Therefore when making any comparisons between the old and new curricula, the reader should focus on course titles rather than course numbers. Other proposed changes: 8. Technical Report Writing (ENGL 214) has been made a prerequisite for Principles of Marketing (MKT 250) - a business core requirement and prerequisite for all other marketing courses. This is to ensure adequate English language preparedness of students before enrolment in marketing courses. 9. Business Communications (MGT 210) has been made a prerequisite for marketing courses beyond MKT 250 (Principles of Marketing). This will ensure better English language preparedness prior to taking this key introductory course. 10. Physical Education courses have been reduced from four (4 credit hours) to two (2 credit hours) as per university requirements. Table 2 summarizes the status of all current marketing courses in the proposed revised curriculum. 7

9 TABLE 2 Current Major Requirements and their Status under the Proposed Revised Curriculum Code Course Title Status Under New Curriculum MKT 320 Sales Management Dropped. New course titled Personal Selling and Sales Management added as an elective MKT 330 Advertising & Sales Promotion Becomes an elective MKT 340 Retail Management Becomes an elective MKT 345 Marketing Research Remains as a core course MKT 375 Services Marketing Becomes an elective MKT 400 Industrial Marketing Renamed Business-to-Business Marketing and becomes an elective MKT 410 Consumer Behavior Remains as a core course MKT 420 International Marketing Remains as a core course MKT 450 Marketing Management Remains as a core course, but title changed to Strategic Marketing OM 310 Quantitative Methods for Moved to the college requirements. Management MGT 410 Organizational Behavior & Dropped Design MKT 351 Marketing Coop Remains as a core requirement but with 6 credit hours (as per revised university requirements) 1.5 STRUCTURE OF THE NEW (PROPOSED) PROGRAM For the revised curriculum, the Committee sought a structure that will be in tune with existing marketing theory and practice, and will ensure effective attainment of the program's educational objectives and intended learning outcomes as presented earlier. The framework used to achieve this is shown in Figure 1. 8

10 1. Services Marketing 2. Business-to-Business Marketing 3. Retail Management 4. Special Topics in Marketing MARKETING CORE 5. Product & Brand Management 6. Integrated Mkting Communications ELECTIVES 1. Consumer Behavior 2. Marketing Research 3. Strategic Marketing 4. International Marketing 7. Marketing Channels Pricing 5. Advertising & Sales Promotions 6. Personal Selling & Sales Management MARKETING MIX Figure 1: Organizing Framework for Proposed New Curriculum The seven required courses consist of a set of four "marketing core" courses and a set of three "marketing mix" courses. We have labeled the first set as "marketing core" because three of these (Consumer Behavior, Marketing Research, and Strategic Marketing) are found in virtually all credible marketing programs, whilst the fourth (International Marketing) is critical to meeting AACSB requirements. Inclusion of the second set of required courses (Product & Brand Management, Marketing Channels, and Integrated Marketing Communications) was informed by the four P's (marketing mix) framework of marketing management. Over the years this has been the dominant framework in the structure of marketing textbooks and marketing curricula the world over. Ideally, we should also have Pricing course in this group. However, we noted from our benchmarking study that this is not a widely-offered course in other marketing programs, and there are very few marketing textbooks devoted exclusively to Pricing. This is probably because pricing issues are normally adequately addressed in the introductory and capstone marketing courses. Together, the required courses are designed to provide marketing majors with: theoretical foundations for effective marketing strategy formulation (through the Consumer Behavior course), 9

11 technical research skills for effective use of information in marketing decision making (through the Marketing Research course), in-depth knowledge of the functional areas of marketing, application and integration knowledge for marketing strategy formulation and implementation (through the Strategic Marketing course), and application in international context (through the International Marketing course) The elective courses then allow students to apply knowledge gained from the required courses to special interest marketing subjects. The Committee is proposing a significant restructuring of the Marketing program curriculum, particularly the marketing major requirements. Tables 3 & 4 outline the proposed new major requirements and the rationale for each proposed change. The full list of courses in the proposed new program (including general education and college requirements) is presented in Section 5 of this report. TABLE 3 Major Requirements under the Revised Curriculum Course Course Title Credit Source Code hours MKT 410 Consumer Behavior 3 From existing curriculum MKT 345 Marketing Research 3 From existing curriculum MKT 360 Product & Brand Management 3 New course MKT 370 Integrated Marketing 3 New course Communications MKT 380 Marketing Channels 3 New course MKT 420 International Marketing 3 From existing curriculum MKT 450 Strategic Marketing 3 From existing curriculum; title changed from Marketing Management MKT 4xx Marketing Elective 3 To be chosen from list in Table 3 MKT 351 Marketing Coop 6 From existing curriculum The list of marketing electives is shown below in Table 4. 10

12 TABLE 4 Marketing Electives Pool Course Code Course Title Credit hours Source MKT 430 Services Marketing 3 From present curriculum MKT 440 Retail Management 3 From present curriculum MKT 460 Advertising 3 From present curriculum MKT 470 Personal Selling & Sales 3 New course, replaces Sales Management Management MKT 480 Internet Marketing 3 New course MKT 490 Business-to-Business Marketing 3 From present curriculum MKT 495 Special Topics in Marketing 3 New course Table 5 summarizes the rationale for each of the required courses in the new curriculum. TABLE 5 Justifications for Required Courses in the Revised Curriculum Code Course Title Justification for Inclusion in Revised Curriculum MKT 410 Consumer Behavior Core theory course and a fundamental required course in most marketing curricula MKT 345 Marketing Research Fundamental required course in most marketing curricula MKT 360 MKT 370 Product & Brand Management Integrated Marketing Communications Addresses "Product" dimension of the marketing mix Addresses "Promotion" dimension of the marketing mix MKT 380 Marketing Channels Addresses "Place" dimension of the marketing mix MKT 420 International Marketing Needed to address AACSB standards and the growing importance of globalization MKT 450 Strategic Marketing Fundamental required capstone course in most marketing curricula MKT 351 Marketing Coop Maintained as a unique strength of KFUPM programs 11

13 DETAILED PROPOSED REVISED PROGRAM 12

14 2. PROGRAM NEED ANALYSIS Marketing is a fundamental human activity, and one of the key functions of any business organization. It is the function through which businesses anticipate, create, and communicate value to and manage relationships with customers. The marketing program at CIM is designed for students who wish to pursue a wide variety of careers as marketing managers or directors, sales managers, marketing research coordinators, advertising directors, product development specialists, distribution managers, sales executives, marketing analysts, retail buyers and managers, brand or product managers, or export directors. The B.S. in Marketing program has been offered in CIM for close to 20 years now, and has graduated many students who are now playing significant roles in the marketing functions of their organizations. Current enrolment in the program is currently the second highest among CIM majors. Thus there is substantial demand for the major among CIM students. Similar programs are offered in the following Saudi institutions, most of which were established long after our own program: 1. Prince Sultan University 2. Prince Muhammad University 3. King Abdul-Aziz University 3. PROGRAM MISSION The mission of the B.S. in marketing program at KFUPM is to produce graduates who will play leading roles in managing the marketing functions of organizations they work for or function effectively in marketing-related positions in a variety of contexts both local and international. The program focuses on the principles, concepts, and procedures needed for measuring and analyzing marketing information for effective decision-making, and for implementing and controlling marketing plans for efficient market penetration. To achieve this mission the program seeks to: 1. provide students with solid theoretical foundations for understanding marketing and its role in organizations, 2. provide students with in-depth knowledge of the functional areas of marketing, 3. develop students' ability to apply the marketing knowledge gained in both domestic and international contexts 4. develop students competence in applying and integrating knowledge gained to effectively formulate and implement marketing strategies and programs for organizations they eventually work for. 13

15 5. equip students with methodological and analytical skills (quantitative and statistical) so that they can effectively gather, analyze, and interpret information for use in marketing decisionmaking. 6. build students competence in effectively using current information and related technologies in marketing decision-making. The program mission is consistent with the vision and mission statements of KFUPM and CIM as shown in Exhibit 1. VISION & MISSION OF KFUPM Exhibit 1 KFUPM and CIM Mission Statements Vision To be a vibrant multicultural University of international repute focused on quality education and innovative research that prepares professionals and entrepreneurs to lead social, economic and technical development in the region. Mission KFUPM is an institution of higher learning committed to: a) Preparing professionals empowered with the knowledge, skills, values and confidence to take a leadership role in the development of the Kingdom in the fields of science, engineering, environmental design and business. b) Producing research that contributes to the knowledge and sustainable development of the Kingdom and region by providing innovative solutions to identified economic and technical problems and opportunities. c) Providing a stimulating campus environment for the welfare of its students, faculty and staff, and offering outstanding professional services and out-reach programs to the society at large. VISION & MISSION OF CIM Vision To be among the best in the world as a center for excellence in management education, research and community service that actively addresses the needs of stakeholders. 14

16 Mission To be a prominent provider of management education through high-quality teaching reinforced by experiential learning for students who will play significant and productive roles in the development of the Saudi economy within the global business environment. To actively contribute to Saudi business, industry, and community through relevant high-quality research, professional services, and dissemination of knowledge responsive to evolving stakeholder needs. 4. PROGRAM LEARNING GOALS AND OBJECTIVES Learning goals and objectives for the B.S. in marketing program are shown in Table 6. Consistent with AACSB guidelines, the goals and objectives are classified into three categories: general education, management-specific (i.e. business-specific), and discipline-specific (i.e. marketing-specific) goals and objectives. TABLE 6 Program Learning Goals and Objectives Learning goal Learning objective College General Education Learning Goals and Objectives 1. Communication Abilities Ability to communicate business ideas effectively both orally and in writing 2. Team Work Skills Ability to function effectively as a member or leader of a team in performing group tasks in business and professional organizations 3. Reflective Thinking Skills Ability to apply logic and exercise sound judgment in making decisions 4. Analytic/Quantitative Skills Ability to understand, analyze and use quantitative data to make business decisions and/or solve business problems 1. Students will be able to write reports that (a) are grammatically correct and (b) incorporate logical, complete, and articulate thoughts 2. Students will be able to make effective oral presentations on business topics. For example, they will (a) conduct themselves professionally, (b) speak clearly, (c) maintain eye contact with their audience, and (d) convey the main ideas. 1. Students will be able to work effectively in group settings 2. Students will be able to lead group work Students will be able to show good judgment in making choices and decisions 1. Students will be able to identify quantitative characteristics of business problems 2. Students will be able to examine and interpret numeric business data 3. Students will be able to analyze numeric business data to derive conclusions 15

17 5. Ethical Understanding Ability to recognize, understand and evaluate ethical issues in business situations 6. Use of Information Technology Ability to use information technology as a business enabler 7. Leadership Ability to take initiative, show confidence and exercise leadership in business and professional organizations 8. Multicultural and diversity understanding Awareness and understanding of cultural issues that impact business operations in a global society College Management-Specific Learning Goals and Objectives 9. General Business Knowledge Ability to apply concepts and theories from business functional areas appropriately Marketing Specific Learning Goals and Objectives 10. Marketing Knowledge Awareness and understanding of marketing concepts, principles and theories 11. Application of Marketing Knowledge Ability to apply marketing area concepts, principles and theories appropriately 1. Students will be able to recognize and understand ethical issues in business situations 2. Students will be able to evaluate ethical issues presented to them and to make responsible choices and/or decisions 1. Students will be able to use basic IT software tools, such as spreadsheets, database management, and presentation software 2. Students will be able to use software tools to solve accounting, financial and quantitative problems 3. Students will be able to use software tools to meaningfully select, manipulate and process data to make business decisions 4. Students will be able to use information technology (e.g. research databases and/or the Internet) to obtain information Students will be able to demonstrate that they are proactive, have confidence, and have potential for leadership in their coop experience and the capstone courses Students will be able to deal effectively with people from diverse social, economic, and religious backgrounds. 1. Students will demonstrate knowledge of the functional areas of business and their inter-relationships. 2. Students will be able to integrate basic functional area competencies to critically evaluate information and make decisions 1. Students will be able to demonstrate a thorough understanding of the role of marketing in an organization and society at large. 2. Students will be able to demonstrate a good understanding of the principles and theories of modern marketing thinking and practice 3. Students will be able to demonstrate awareness of responsibilities and challenges facing marketing in the organization and society at large 1. Students will be able to design marketing strategies for organizations and draw appropriate implementation plans for the strategies 2. Students will be able to design and conduct basic-level marketing research studies, or evaluate and use third-party market research studies for effective marketing decision making, 16

18 Table 7 shows a mapping of courses in the proposed B.S. in marketing curriculum with the programs learning goals. 17

19 TABLE 7 Mapping of Courses in Proposed Curriculum to Program Learning Goals 1. Communication 2. Team work 3. Reflective thinking College General Education Goals 4. Analytic thinking 5. Ethical understanding ENGL 101 ENGL102 ENGL 214 x IAS 101 IAS 111 x IAS 201 IAS 212 IAS Information Technology 7. Leadership 8. Multicultural understanding Business Goals 9. General business knowledge IAS 322 x MATH 101 MATH 102 MATH 131 PE 101 x x PE 102 x x ACCT 110 x ACCT 210 x ECON 101 x ECON 102 x ECON 206 x FIN 250 Marketing-Specific Goals 10. Marketing knowledge 11. Application of marketing knowledge

20 TABLE 7 Continued College General Education Goals Business Goals Marketing-Specific Goals 1. Communication 2. Team work 3. Reflective thinking 4. Analytic thinking 5. Ethical understanding 6. Information Technology 7. Leadership 8. Multicultural understanding 9. General business knowledge 10. Marketing knowledge 11. Application of marketing knowledge MGT 210 x MGT 301 MGT 311 x MGT 412 x x MGT 449 x x MIS 215 x MKT 250 x x OM 210 OM 310 OM 320 x X STAT 211 STAT 212 MKT 410 x x MKT 345 x x MKT 360 x x x MKT 370 x x x MKT 380 x x x x MKT 420 x x x MKT 450 x x x x MKT 351 x x NOTE: indicates that the course has major responsibility in achieving the goal; x indicates minor responsibility 19

21 5. LIST OF COURSES The full list of courses in the proposed marketing curriculum is shown in Table 4. Table 4 List of Courses in Proposed Curriculum Course Code Course Title Credit Hrs A) Preparatory Year 1. ENGL 001 Preparatory English I 8 2. ENGL 002 Preparatory English II 8 3. MATH 001 Preparatory Mathematics I 4 4. MATH 002 Preparatory Mathematics II 4 5. PYP 001 Preparatory Physical Sciences 2 6. PYP 002 Preparatory Computer Sciences 1 7. PYP 003 University Study Skills 1 8. ME 003 Preparatory Engineering Technology 1 9. PE 001 Preparatory Health and Physical Education I PE 002 Preparatory Health and Physical Education II 1 Sub-total 31 B) General Education Requirements 11. ENGL 101 An Introduction to Academic Discourse ENGL 102 Introduction to Report Writing ENGL 214 Academic and Professional Communication IAS 101 Practical Grammar IAS 111 Belief and its Consequences IAS 201 Writing for Professional Needs IAS 212 Professional Ethics IAS 301 Oral Communication Skills IAS 322 Human Rights in Islam MATH 101 Calculus I MATH 102 Calculus II MATH 131 Finite Mathematics PE 101 Health and Physical Education I PE 102 Health and Physical Education II GS xxx I General Studies Elective I GS xxx II General Studies Elective II XXX xxx Science & Engineering Elective 3-4 Sub-total C) Core Requirements 28. ACCT 110 Introduction to Financial Accounting ACCT 210 Introduction to Managerial Accounting ECON 101 Principles of Economics I (Micro Economics) ECON 102 Principles of Economics II (Macro Economics) ECON 206 Economy of Saudi Arabia FIN 250 Financial Management MGT 210 Business Communication MGT 301 Principles of Management MGT 311 Legal Environment 3

22 37. MGT 412 Entrepreneurship & Small Business Management MGT 449 Strategic Management MIS 215 Principles of Management Information Systems MKT 250 Principles of Marketing OM 210 Operations Management OM 310 Quantitative Methods for Management STAT 211 Statistics for Business I STAT 212 Statistics for Business II XXX xxx I Business Elective 3 Sub-total 54 D) Marketing Major Requirements 46. MKT 410 Consumer Behavior MKT 345 Marketing Research MKT 360 Product & Brand Management MKT 370 Integrated Marketing Communications MKT 380 Marketing Channels MKT 420 International Marketing MKT 450 Strategic Marketing MKT 4xx Marketing Elective 3 Sub-total MKT 351 Marketing Coop Work 6 TOTAL CREDIT HOURS (EXCLUDING PREP YEAR) E) General Studies Electives Pool (GS xxx) 55. GS 221 Work and Society GS 321 Principles of Human Behavior GS 423 International Relations GS 424 Planning and Social Development GS 427 Man and Environment 3 F) Science & Engineering Electives Pool (XXX xxx) 60. BIOL 101 Introduction to Biology BIOL 102 Ecology and Environment CHEM 101 General Chemistry I GEOL 201 Physical Geology GEOL 202 Applied Geosciences for Scientists and Engineers ICS 101 Computer Programming ICS 102 Introduction to Computing ICS 103 Computer Programming in C ME 210 Mechanical Engineering Drawing & Graphics PHYS 101 General Physics I PHYS 133 Principles of Physics SE 201 Introduction to Systems Engineering SE 443 Human Factors Engineering SE 465 Industrial Safety ARE211 Building Materials ARE431 Building Economy 3 21

23 76. COE341 Data and Computer Communication MATH232 Introduction to Sets and Structures MATH260 Introduction to Differential Equations & Linear Algebra MATH305 Development of Mathematics 3 G) Business Electives Pool (XXX xxx I) 80. ACCT 3xx All 300-level Accounting courses ACCT 4xx All 400-level Accounting courses ECON 3xx All 300-level Economics courses ECON 4xx All 400-level Economics courses FIN 3xx All 300-level Finance courses FIN 4xx All 400-level Finances courses HRM 3xx All 300-level Human Resource Management courses HRM 4xx All 400-level Human Resource Management courses MIS 3xx All 300-level MIS courses MIS 4xx All 400-level MIS courses MGT 3xx All 300-level Management courses MGT 4xx All 400-level Management courses OM 3xx All 300-level Operations Management courses OM 4xx All 400-level Operations Management courses 3 H) Marketing Electives Pool (MKT 4xx) 94. MKT 430 Services Marketing MKT 440 Retail Management MKT 460 Advertising MKT 470 Personal Selling & Sales Management MKT 480 Internet Marketing MKT 490 Business-to-Business Marketing MKT 495 Special Topics in Marketing 3 22

24 6. DEGREE PLAN COURSE TITLE LT LB CR COURSE TITLE LT LB CR Preparatory Year ENGL 001 Preparatory English I ENGL 002 Preparatory English II MATH 001 Preparatory Math I MATH 002 Preparatory Math II PYP 001 Prep Physical Sciences PYP 001 Prep Computer Sciences PYP 003 University Study Skills ME 003 Prep Eng. Technology PE 001 Prep. Health & Physical Education I PE 002 First Year (Freshman) Prep. Health & Physical Education II TOTAL CREDITS REQUIRED IN PREPARATORY PROGRAM: 31 ECON 101 Principles of Economics I ACCT 110 ENGL 101 An Introduction to Academic Discourse Introduction to Financial Accounting ECON 102 Principles of Economics II MATH 101 Calculus I ENGL 102 Introduction to Report Writing XXX xxx Science/Engg Elective MATH 102 Calculus II IAS 101 Practical Grammar MATH 131 Finite Mathematics PE 101 Health & Physical Education I IAS 111 Belief & Its Consequences PE 102 Health & Physical Education II Second Year (Sophomore) ENGL 214 Academic and Professional Communication MGT 210 Business Communication ACCT 210 Introduction to Managerial Accounting OM 210 Operations Management STAT 211 Statistics for Business I STAT 212 Statistics for Business II MIS 215 Principles of Mgt. Info. Sys MKT 250 Principles of Marketing IAS 201 Writing for Professional Needs MGT 301 Principles of Management GS xxx I General Studies Elective I FIN 250 Financial Management Third Year (Junior) ECON 206 Economy of Saudi Arabia MKT 370 Integrated Marketing Communication GS xxx II General Studies Elective II MKT 380 Marketing Channels MKT 360 Product & Brand Management MKT 410 Consumer Behavior MKT 345 Marketing Research OM 310 Quantitative Methods for Management MGT 311 Legal Environment XXX Xxx I Business Elective IAS 212 Professional Ethics IAS 301 Oral Communication Skills Summer Session MKT 350 Cooperative Work Fourth Year (Senior) Continuation of Cooperative Work (MKT 351) MKT 420 International Marketing MKT 450 Strategic Marketing MGT 412 Entrepreneurship & Small Business Management MGT 449 Strategic Management MKT 4xx Marketing Elective IAS 322 Human Rights in Islam TOTAL CREDITS IN DEGREE PROGRAM

25 6.1 GRADUATION REQUIREMENTS FOR THE B.S. DEGREE IN MARKETING (a) General Education Requirements (45-46 Credit hours) Credit Hours Communication Skills ENGL 214; IAS 101, 201, English ENGL 101, Islamic & Arabic Studies IAS 111, 212, Mathematics MATH 101, 102, Physical Education PE 101, General Studies Electives 1 GS xxx I, GS xxx II 6 Science & Engineering Elective 2 XXX xxx 3-4 Sub-Total (b) Core Business Requirements (54 Credit hours) Accounting ACCT 110, Business Communication MGT Economics ECON 101, 102, Finance FIN Management Information Systems MIS Management MGT 301, 311, 412, Marketing MKT Operations Management OM 210, Statistics STAT 211, Business Elective 3 XXX xxx I 3 Sub-Total 54 (c) Marketing Major Requirements (24 Credit hours) Core Courses (21 Credit hours) Consumer Behavior MKT Marketing Research MKT Product and Brand Management MKT Integrated Marketing Communications MKT Marketing Channels MKT International Marketing MKT Strategic Marketing MKT Electives (3 Credit hours) Marketing Elective 4 MKT 4xx 3 Sub-Total 24 (d) Cooperative Work (6 Credit Hours) Marketing Cooperative Work MKT TOTAL GRADUATION CREDIT HOURS NOTES: 1. As per new university-level general education requirements. 2. New CIM core requirements. Consists of 3-4 credit hours in the sciences or engineering, and replaces SE Three (3) credit hours from the following list of courses: ACCT 3xx or ACCT 4xx ECON 3xx or ECON 4xx FIN 3xx or FIN 4xx HRM 3xx or HRM 4xx MGT 3xx or MGT 4xx MIS 3xx or MIS 4xx OM 3xx or OM 4xx 4. Three (3) credit hours (one course) to be selected from the following list of courses: MKT 430 Services Marketing MKT 480 Internet Marketing MKT 440 Retail Management MKT 490 Business-to-Business Marketing MKT 460 Advertising MKT 495Special Topics in Marketing MKT 470 Personal Selling & Sales Mgt 24

26 6.2 PROGRAM FLOWCHART IAS 101 PE 101 ENGL 101 XXX xxx MATH 101 ECON 101 IAS 111 PE 102 ENGL 102 MATH 131 MATH 102 ECON 102 ACCT 110 IAS 201 GS xxx I ENGL 214 MIS 215 STAT 211 ACCT 210 MGT 301 MGT 210 MKT 250 STAT 212 OM 210 FIN 250 IAS 212 MKT 360 MKT 345 MGT 311 ECON 206 GS xxx II IAS 301 MKT 410 MKT 380 MKT 370 OM 310 XXX xxx I MKT 351 Cooperative Work (6 Credit Hours) IAS 322 MGT 412 MKT 4xx MKT 420 MKT 450 MGT 449 NOTES: 1. XXX xxx - Science & Engineering elective. One course (3-4 credit hours) taken from the physical sciences and engineering disciplines (SE, PHYS, CHEM, CS, COE, EE, etc) 2. GS xxx - 6 credit-hours of General Studies courses as per university requirements. 3. XXX xxx I is a 3 credit hours of college business electives to be chosen from the following: ACCT 3xx or ACCT 4xx ECON 3xx or ECON 4xx FIN 3xx or FIN 4xx HRM 3xx or HRM 4xx MGT 3xx or MGT 4xx MIS 3xx or MIS 4xx OM 3xx or OM 4xx 4. The following pre-requisites could not be captured visually MGT 412: MKT 250 & FIN 250 in addition to MGT

27 6.3 PREREQUISITES FOR MARKETING COURSES CORE COURSES (24 Credit Hours) Course Title Prerequisite(s) MKT 410 Consumer Behavior MKT 250 MKT 345 Marketing Research MKT 250, STAT 212 MKT 360 Product and Brand Management MKT 250 MKT 370 Integrated Marketing Communications MKT 250 MKT 380 Marketing Channels MKT 250 MKT 420 International Marketing MKT 250 MKT 450 Strategic Marketing MKT 250 MKT 4xx Marketing Elective See electives pool below ELECTIVE COURSES (6 credit hours to be taken from the list below) Course Title Prerequisite(s) MKT 430 Services Marketing MKT 250 MKT 440 Retail Management MKT 250 MKT 460 Advertising MKT 250 MKT 470 Personal Selling & Sales Management MKT 250 MKT 480 Internet Marketing MKT 250 MKT 490 Business-to-Business Marketing MKT 250 MKT 495 Special Topics in Marketing MKT

28 ACADEMIC COURSES MARKETING 27

29 7. COURSE DESCRIPTIONS MKT 250 Principles of Marketing (3-0-3) Introduction to the basic concepts and principles of marketing. Focuses on providing students with a conceptual framework for understanding the role of marketing in society and the firm. Topics include the marketing concept, market segmentation, target marketing, demand estimation, product management, channels of distribution, promotion, and pricing. Prerequisite: ENGL delete and add ENGL 102 MKT 410 Consumer Behavior (3-0-3) Introduction to the concepts and frameworks for understanding the behavior of consumers relating to evaluation, choice, purchase, consumption, and disposal of products. Topics include examination of consumer motivations in product choice, consumer perceptions, learning, attitudes, information processing, and decision making. Also included are the influence of culture, social class, family, and reference groups on the behavior of consumers. Prerequisite: MKT 250 MKT 345 Marketing Research (3-0-3) Introduction to the concepts, principles, and techniques used in gathering, analyzing, and interpreting data for marketing decisions. Topics include the role of information in marketing decisions, research problem formulation, research design methods, measurement and design of research instruments, sampling design, data collection methods, data analysis, and presentation of research results. Prerequisite: MKT 250; STAT 211 MKT 351 Marketing Cooperative Work (0-0-6) Twenty-eight weeks of practical training in marketing or related area in a selected organization. The training program must be approved and the student's progress during his co-op period must be monitored. The student is expected to write a co-op report under the supervision of a faculty member in accordance with university regulations. Prerequisite: MKT

30 MKT 360 Product & Brand Management (3-0-3) Examination of concepts, tools, and frameworks used in management of the product component of marketing strategy. Topics include formulation of product strategy and policy, brand management, packaging and labeling, product portfolio and life cycle management, and new product development. Prerequisite: MKT 250 MKT 370 Integrated Marketing Communications (3-0-3) Focuses on the promotion aspect of the marketing mix. Discusses the elements of the promotional mix (advertising, personal selling, sales promotion, direct marketing, and public relations) and their use in creating synchronized, multi-channel, customer-based communications. Topics include communication theory, setting communication objectives, message planning and evaluation, and choice of communications media. Prerequisite: MKT 250 MKT 380 Marketing Channels (3-0-3) Examines issues and strategies relating to the distribution of products/services to final consumers or end-users. Both distribution channel management and physical distribution issues are examined. Emphasis is on the role such strategies play in the overall marketing plan. Topics include physical distribution strategies, warehousing and inventory management, distribution channel design, selection, and management, channel conflict, cooperation, and channel control. Prerequisite: MKT 250 MKT 420 International Marketing (3-0-3) Focuses on the application of marketing principles and strategies to international markets. Emphasizes the need for modification and/or adaptation of marketing thinking and practice in foreign markets to accommodate national/regional environmental differences. Topics include analysis of the international market environment, assessing global market opportunities, foreign market entry modes, and developing product, pricing, promotion, and distribution strategies for international markets. Prerequisite: MKT

31 MKT 430 Services Marketing (3-0-3) Focuses on the processes of planning, organizing, and implementing marketing efforts in service organizations. Topics include examination of differences between services and physical goods, frameworks for understanding and positioning service organizations in the marketplace, creating and delivering services, costing and pricing issues for services, and management of demand and customer mix of service organizations. Prerequisite: MKT 250 MKT 440 Retail Management (3-0-3) Introduction to principles and methods applied in the management of retail operations. Topics include analysis of retail structure, strategic planning for retail operations, financing retail operations, organizing and staffing a retail enterprise, location and site decisions, merchandise planning, store design and layout, buying and inventory management, pricing, developing customer support services, and franchising. Prerequisite: MKT 250 MKT 450 Strategic Marketing (3-0-3) Analytical integration of concepts, tools, and frameworks for analyzing, planning, implementing, and controlling marketing strategies and policies. Adopts a problem-solving orientation and holistic, integrated view of product, pricing, promotion, and distribution issues. Topics include strategies for building customer satisfaction, market-oriented strategic planning, frameworks for analyzing and managing product portfolios, demand estimation and forecasting, analysis of business and consumer markets, new product development, and pricing, promotion, and distribution strategies. Prerequisite: MKT 250 MKT 460 Advertising (3-0-3) Examines the role of advertising and sales promotion in the marketing program. Adopts a communication-theory perspective to management of advertising and sales promotion activities. Advertising-related topics include organization of advertising activities, setting advertising objectives, planning and developing advertising campaigns, message and media strategies, budgeting advertising expenses, and evaluation and control of the advertising efforts. Sales promotion topics include the role of sales promotions in marketing, examination of different promotion methods, planning and implementing promotion campaigns, and evaluating and controlling promotion efforts. Prerequisite: MKT

32 MKT 470 Personal Selling and Sales Management (3-0-3) Provides an appreciation and understanding of the role of the salesperson focusing what is required to make an effective sales presentation. Topics include; the approach, qualifying prospects, questioning to determine needs, presentation and demonstration of product benefits, handling objections, and closing the sale. Also covered are the role and responsibilities of the sales manager related to planning, implementing, and controlling the firm's personal selling function. Topics here include; analysis and design of sales territories, recruitment, selection, training, motivation, and compensation of sales personnel, evaluation of sales performance, and ethical issues arising in sales and sales force management. Prerequisite: MKT 250 MKT 480 Internet Marketing (3-0-3) Examines use of the Internet in the marketing of goods and services. Topics include basic issues in web site development, online marketing research, and use of the internet for direct marketing, marketing communications, and product distribution. Real world projects will provide opportunities for application. Prerequisite: MKT 250 MKT 490 Business-to-Business Marketing (3-0-3) Examination and analysis of the unique aspects of marketing goods and services to organizational buyers rather than final consumers. Topics include in-depth examination of business to business markets, complex nature of business-to-business buying behavior, methods of business-to-business market research, developing business-to-business marketing strategy, roles of product strategy, personal selling, promotion, distribution, and pricing strategies in business-to-business marketing. Prerequisite: MKT 250 MKT 495 Special Topics in Marketing (3-0-3) Focuses on specific areas of marketing that reflect contemporary topics not covered by the listed courses. Prerequisite: MKT

33 THE PROGRAM 32

34 Marketing Program Marketing is a fundamental human activity. Businesses and noncommercial institutions attempt to anticipate, manage and satisfy demands for goods and services. To do this, marketers must adequately conceive, promote, price, and distribute such goods and services. Marketing is an appropriate field of study for individuals who are interested in discovering consumer needs, satisfying these needs, and/or communicating benefits to a target group of customers. The broad objective of the B.S.in marketing program is to equip students with relevant knowledge and skills to enable them to function effectively in marketing-related positions in a variety of contexts. This program stresses basic conceptual knowledge in all fields of industrial management as an essential foundation for an effective Marketing career. The Marketing program is designed for students who wish to pursue careers as marketing managers or directors, sales managers, marketing research coordinators, advertising directors, product development specialists, distribution managers, sales executives, market analysts, retail merchandising specialists, brand or product managers, or export directors. The Marketing program includes courses in marketing research, product and brand management, integrated marketing communications, marketing channels, international marketing, strategic marketing, and a marketing elective course, as well as 28 weeks of practical experience in marketing. The program focuses on the principles, concepts, and procedures needed for measuring and analyzing marketing information for effective decision-making and for implementing and controlling marketing plans for efficient market penetration. Even though the program is designed to meet the local marketing environment requirements, it also keeps up with the most recent developments in the field of marketing. Mission The mission of the B.S. in marketing program at KFUPM is to produce graduates who will play leading roles in managing the marketing functions of organizations they work for or function effectively in marketing-related positions in a variety of contexts both local and international. The program focuses on the principles, concepts, and procedures needed for measuring and analyzing marketing information for effective decision-making, and for implementing and controlling marketing plans for efficient market penetration. To achieve this mission the program seeks to: 1. provide students with solid theoretical foundations for understanding marketing and its role in organizations, 2. provide students with in-depth knowledge of the functional areas of marketing, 3. develop students' ability to apply the marketing knowledge gained in both domestic and international contexts 4. develop students competence in applying and integrating knowledge gained to effectively formulate and implement marketing strategies and programs for organizations they eventually work for. 5. equip students with methodological and analytical skills (quantitative and statistical) so that they can effectively gather, analyze, and interpret information for use in marketing decision-making. 6. build students competence in effectively using current information and related technologies in marketing decision-making. 33