Bachelor of Business Administration in Marketing

  •   Bachelor Degree Program
  •   4 Years (8 Semesters)
  •   123 Credit Hours
  •   Fall, Spring and Summer

Marketing is an essential function of every successful business. The key to marketing is to understand customers' value expectations and develop a marketing plan that will meet and exceed those expectations, at the right time, at the right place and at the right price. In today’s enormously competitive global business environment, the strategic positioning of products/services and brands is a critical factor in the success of virtually all organizations. Proactive organizations require marketing strategies that meet consumer demands, achieve sustainable competitive advantage, and ultimately enhance financial performance.

The BBA in Marketing will prepare you to succeed in the ever changing global business environment by helping you to develop an understanding of all aspects of the marketing function within an organization. You will be exposed to current theories and practices in consumer behavior, marketing research, sales, retailing, advertising and promotion, branding and e-marketing.


As a graduate of the CUD BBA in Marketing you will be equipped to contribute to the development and implementation of marketing strategies, to analyze market trends, and capitalize on promotional opportunities. The marketing specialization is designed to enable you to analyze the challenges of providing consumer and industrial goods and services to a wide variety of markets.

The program goes beyond the classroom to include real-world, hands-on, and international experiences, where students are encouraged to explore marketing internships and study abroad opportunities that prepare them for a range of career opportunities in marketing and related areas.

CIMA Accreditation

The BBA in Marketing at CUD provides the foundations for entry to the Chartered Institute of Management Accountants (CIMA) Professional Qualification.

CUD is accredited by CIMA, the world’s largest and leading professional body of management accountants, and as a graduate of the BBA in Marketing you are able to obtain exemptions from five of the exams that lead to the CIMA Professional Qualification, and the global professional designation of Chartered Global Management Accountant (CGMA).

Furthermore, you can start your professional accreditation while still studying for your BBA through the special early entry opportunity, which will allow you to sit your first CIMA exam at the end of your second year. As a CUD student, you can register with CIMA at any point during your studies and get access to a wide range of preparatory resources.

For further information, see the CUD exemptions information on the CIMA website.

Career opportunities

As a universal function across sectors of business, career opportunities in marketing exist in global corporations, government and international agencies, international trade, and international public institutions. As a marketing graduate, you will be qualified to pursue roles in a broad range of marketing areas including:

  • Marketing and Sales Management
  • Advertising/Promotion and Direct Marketing
  • Brand and Product Management: Brand Manager
  • Market Research: Market Analyst
  • Public Relations
  • Customer Relationship Management
  • Social Media Marketing
  • Specialist Sector Marketing
  • Retail Management
  • Purchasing and Distribution Management
  • Global Marketing

Program Structure

Requirements Compulsory
Credit Hours
Credit Hours
Free Elective
Credit Hours
Credit Hours
University Requirement (UR) 18 12 - 30
School (Business Core) (CR) 51 - - 51
Department (Major) (MJ) 24 9 - 33
Free Elective (FE) - - 9 9
Total 93 30 123

University Requirements:

University Requirements are 30 credits out of which 18 credits Compulsory Courses. Every student is required to take the mandatory credit hours that cover Islamic culture, and English communication skills. These requirements are:

Course # Course Title Credit Hours Pre-requisite
1) Languages, statistics and Islamic Culture
LNG 171 English I 3  
LNG 172 English II 3 LNG 171
LNG 173 Professional Communication Skills 3 LNG 172
MTH 196 Mathematics for Business 3  
GED 198E Islamic Culture 3  
GED 101E Applications of Computer Software 3  
2) Humanities: Students should select two courses from the following pool: (6 credits)
GED 110E Modern Art Appreciation 3  
GED 111 Music Appreciation and Communication 3  
GED 196E Communication Skills in Arabic 1 3  
GED 252E Critical Thinking 3 LNG 172
GED 205E Psychology in Every Day Life 3 LNG 172
GED 272E Fundamentals of Public Speaking 3 LNG-172
GED 298E Special Topics in Western Culture 3 LNG-172, GED-198E
GED 324E Ethical Reasoning for Today's World 3 LNG 172
GED 140E Social Entrepreneurship 3  
3) Science & Technology Students should select one course from the following pool: (3 credits)
BIO 101 Human Biology 3  
SHS 103 Chemistry 3  
SWS 361 Introduction to GIS 3  
GED 125E Ecosystems and Human Health - I 3  
ENV 301 Introduction to Environmental Science 3  
GED 132E Science and Technology in Society 3  
GED 195E Descriptive Geometry 3  
4) Social & Cultural: Students should take one course (3 credits)
GED 199E UAE Society 3  

Business Core Requirements

All students in Bachelor of business administration programs must complete the following 51 credits (17 courses) of business core courses.

Course # Course Title Credit Hours Pre-requisite
ACT 112 Principles of Accounting I 3  
ACT 212 Principles of Accounting II 3 ACT 112
BUS 210 Business Reporting 3 LNG 172
BUS 231 Legal environment of Business 3  
ECO 221 Principles of Microeconomics 3  
ECO 222 Principles of Macroeconomics 3  
FIN 201 Managerial Finance 3 ACT-112
HRM 310 Human Resource Management 3 MGT 202
MGT 202 Principles of Management 3  
MGT 320 Organizational Behavior 3 HRM-310
MGT 361 Operations Management 3 QBA 341, MGT 202
MGT 405 Business Ethics & Social Responsibility 3 MGT-202
MGT 470 Strategic Management 3 MGT 320, ECO-222, ECO-221, FIN-201, MKT-201, MGT-361
MKT 201 Principles of Marketing 3 LNG-171
QBA 241 Quantitative Business Analysis 3 MTH-196
QBA 341 Quantitative Approaches to Decision Making 3 QBA 241
SWS 351 Management of Information Systems 3 GED 101E

Marketing Major

Course # Course Title Credit Hours Pre-requisite
MKT 208 Consumer Behavior 3 MKT 201
MKT 310 Advertising & Promotion 3 MKT 201
MKT 320 Retailing 3 MKT 201
MKT 465 International Marketing 3 MKT 201
MKT 340 E- Marketing 3 MKT 201
MKT 430 Marketing Research 3 MKT 208, QBA 241
MKT 400 Marketing Internship 3 90 credit + Min CGPA 2.0
MKT 469 Marketing Management 3 MKT 430, MGT-320

Select three courses from the following

Course # Course Title Credit Hours Pre-requisite
MKT 242 Introduction to Public Relations 3 MKT 201
MKT 370 Integrated Marketing Communications 3 MKT 310
MKT 371 Brand Marketing 3 MKT 201
MKT 350 Sales Management 3 MKT 201
MKT 364 Services Marketing 3 MKT 208
MKT 210 Direct Marketing 3 MKT 201
MKT 230 Professional Selling 3 MKT 208