I. Core Courses for both tracks (12 Credit Hours):
MAKT 600 Consumer Behavior
This course will focus on the theory behind consumer decision making as well as its marketing implications. Topics covered will include: the consumer decision making process, individual and environmental determinants of decision making, as well as the ethical implications of influencing consumers.
MAKT 604 Marketing Management
This course develops students’ understanding of how organizations match the requirements of consumers in competitive environments, and develop strategies to create the competitive edge. It covers areas such as analysis, planning, implementation, and control, as well as the marketing mix, exportation, and the social aspects of marketing.
MAKT 609 Marketing Strategy
This course focuses on the strategic framework of a firm’s achieving profit goals and its impact on the marketing strategy, market and product business portfolio, marketing segmentation, and positioning strategies. Students gain experience in discussing and creating market based strategies for the future success of a business. The focus is on developing a set of unique strategies and competencies for a firm that, through strategic differentiation, leads to sustainable competitive advantage in the marketplace. [MAKT 604 is a prerequisite to this course]
MAGT 612 Business Research Methods
This course is designed as an introductory seminar on research methods in business disciplines. The course provides an overview of research process design using both qualitative and quantitative methods as they are used in solving business problems. Students will learn basic knowledge and applications of qualitative and quantitative methods through the assigned reading materials which consist of the textbook and articles from major journals in the business fields. The course will focus on preparing research proposals for selected research endeavors.
II. Track specific (6 Credit Hours only):
Non-thesis track (6 Credit Hours):
MAKT 601 Integrated Marketing Communication
This course will present the main principles, components and techniques required for building and implementing an integrated marketing communication program of an organization. The main focus will be on the strategic decisions for developing and monitoring effective marketing communication plans that sustain and strengthen the organization’s brands. It will allow students to gain knowledge of the MARCOM industry and the various contemporary IMC tools such as advertising, interactive and direct marketing, public relations, personal selling, sales promotion and Internet marketing. [MAKT 600 is prerequisite to this course]
MAKT 680 Marketing Consulting Project
This course provides the student with an understanding of the marketing challenges faced by managers in the industry through a hands-on project. It also enhance the student's skills in solving problems in collaborative environments and prepares students for managing projects with demanding deadlines in a complex organization. [MAKT 609 is prerequisite to this course]
Thesis track (9 Credit Hours):
MAKT 614 Marketing Research
This course builds on the content covered in the "business research methods" (MAGT 612) course, but extends it by focusing on more advanced analytical and statistical techniques to analyse marketing research data.The broad purpose of this course is to develop the student’s knowledge, skills, and abilities as a marketing scholar and prepare him/her to carry out the master thesis. Students will be exposed to a diverse range of marketing research methodologies and scholarly research in fundamental topics such as strategic marketing, consumer behavior, sports marketing etc. Emphasis will be on examining theory development as well as understanding the contribution of theoretical and empirical work including research positioning, conceptual development, methodology, and analytical approach. In addition, the course considers scholarly writing and communication style in marketing. [MAKT 612 is prerequisite to this course]
MAKT 690 Thesis in Marketing
The aim of the thesis in the M.Sc. in Marketing program is to provide students with the necessary skills to carry out research. Students are expected to submit a research document tackling a well-defined research question related to the field of Marketing. Ultimately, students will gain a deep knowledge and understanding, and develop capabilities in conducting scientific research in the marketing discipline. [MAKT 614 is prerequisite to this course]
III- Elective courses (9-12 Credit Hours):
Students must complete a minimum of 9 credit hours from courses in the Major Electives package by completing a minimum of 6 credit hours from courses listed in the Marketing Electives sub-package and a maximum of 3 credit hours from courses listed in the Management Electives sub-package.
Marketing Electives Sub-Package (6-9 Credit Hours):
MAKT 605 Entrepreneurial Marketing
This course provides students with an integrative framework in which marketing helps identify value creation opportunities that produce sustainable competitive advantage for the firm. Students will learn how to identify market opportunities and assess them as well as identify the challenges confronting marketers in entrepreneurial ventures and approaches for addressing them. This course will also discuss how marketing can be an entrepreneurial activity within organizations. [MAKT 604 is prerequisite to this course]
MAKT 607 Islamic Marketing and Branding
This module introduces students to the field of Islamic marketing and branding. It supports the development of relevant employability, promotability and professional skills that enable students to develop integrated Islamic marketing and branding strategies for their organisations. Such strategies are needed in order to: (1) increase the organizations’ competitiveness within the Islamic marketplace and among Muslim consumers and (2) differentiate and strengthen their position within these markets and (3) introduce them into the global marketplace. [MAKT 604 is prerequisite to this course]
MAKT 608 Special Topics in Marketing
In this course, participants will cover a variety of relevant contemporary topics (which may change to reflect the existing marketing situation) and generate discussions which should result in original thoughts and effective strategies to deal with existing market complexities and realities. In particular, the impact of market dynamism resulting in new marketing practices and ever evolving concepts (such as marketing role of online and offline social networks, ethics and social corporate responsibility, customer-driven personalized branding and word of mouse and word of mouth etc.) will be analyzed and interpreted to inform and reshape marketing strategies for their current and future effectiveness. [MAKT 604 is prerequisite to this course]
Management Electives Sub-Package (3 Credit Hours):
MAGT 604 Management for Change and Innovation
The primary focus of this course is to discuss and analyze case studies related to the Qatari and international sport environment. The course will look at different actors of the industry such as teams, players, leagues, federations, events, managers, sponsors, equipment makers etc. Topics may include building loyalty or value co-recreation in sports, , sport tourism marketing, sport celebrity endorsements, sport brand equity / sport brand development, cultural perspectives in sport marketing, Corporate social responsibility and ethics in sport organizations, sports marketing in professional leagues and the Olympics.
MAGT 607 International Business Management
This course examines the theories that explain the need for international business in both international trade and direct investment. It also covers the complex environmental factors (political/legal, cultural, social, economic/ financial) that affect the activities of multinational companies and international management practices in the areas of marketing, operations, finance, and human resources.
MAGT 609 Entrepreneurship and Small Business Management
This course focuses on the entrepreneurial process and the different kinds of entrepreneurial outcomes. Topics covered include opportunity identification through analysis of industry niches, skills needed in order to turn an opportunity into reality, business plans, launch decisions, and obtaining risk capital.
Required for the area of focus in Sports Marketing/Electives for others (9 Credit Hours):
MAKT 602 Fundamentals of Sports Marketing
This course will teach the students how to apply basic Marketing concepts in the sport’s industry. Students will then develop an understanding of the strategic role of marketing in sports business firms. Topics to be covered include: an introduction to Sports Marketing, planning for Market selection decisions, planning the sports Marketing-mix, and implementing and controlling the strategic Marketing process. More specifically, this course will focus on sport market segmentation, licensed products, branding issues in sports and sports sponsorship
MAKT 606 Advances in Sports Marketing
The primary focus of this course is to discuss and analyze case studies related to the Qatari and international sport environment. The course will look at different actors of the industry such as teams, players, leagues, federations, events, managers, sponsors, equipment makers etc. Topics may include building loyalty or value co-recreation in sports, , sport tourism marketing, sport celebrity endorsements, sport brand equity / sport brand development, cultural perspectives in sport marketing, Corporate social responsibility and ethics in sport organizations, sports marketing in professional leagues and the Olympics. [MAKT 602 is a prerequisite to this course]
MAKT 603 Events Marketing
This course highlights the key concepts and tools used to design and implement a successful event marketing strategy as an integral part of the marketing communications strategy. The course focuses on applying contemporary principles of strategic marketing to the process of event. These concepts are applicable to the broadest definition of the event management industry including festivals, sporting events, community celebrations, cultural events and arts productions. This course includes both theoretical and practical lectures.