Innovation and Creativity (ENTR310)

The path to entrepreneurship lies through creativity and innovation. Creativity while the basic ingredient is not sufficient for innovation. Innovation also requires the development, production and implementation of that creative idea. However, the key difference between creativity and innovation is execution. And the process by which creative ideas become useful innovations is called Entrepreneurship. The students will be encouraged to be creative through simple projects that will exercise their minds and make them think in a very different way. They will also learn that creative ideas do not make people successful but it is the other way around. The difference between innovation and invention will also be ingrained again through some simple student assignments. Finally, to understand the essence of innovation they will be taught that it is necessary to examine the main characteristics of entrepreneurs such as opportunistic mind set, formal training to detect new opportunities and a high degree of persistence as they are the driving force of innovation.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

1. Discover How Innovation Creates Value And Grows Ventures.
2. Discuss Innovation Management Strategies And Tactics.
3. Explain The Sources And Applications Of Innovation.
4. Identify Key Characteristics Of Creative Individuals And Environments.
5. Recognize How Networks Contribute To Resource Mobilization In Innovation.
6. Relate Innovation Concepts To Current Uae National Innovation Strategy.
7. Describe How Both Creativity And Innovation Are Essential For A Firm’S Survival And Growth.

Entrepreneurship (ENTR320)

Entrepreneurship is the driving engine of an economy and Entrepreneurs are its life blood. Entrepreneurs turn problems into opportunities; the bigger the problem the bigger the opportunity. They never accept that the problem is unsolvable. The challenge is in teaching people how to turn problems into opportunities. The students will learn that the path to entrepreneurial success is littered with setbacks and obstacles that can be overcome with a mindset of putting the intentions into action. They will be taught that to be a successful entrepreneur one has to learn how to analyze the key parts of various start up business models. In other words, an entrepreneur is not only a leader or a guide but one who also knows how to handle the challenges of marketing, financing, operations and the like. The course will emphasize that entrepreneurs are developed and not born. They will learn the process of generating ideas and of being creative and innovative. Furthermore they will get drilled the concept or methodology of asking the right question and that the formulation of the problem is more important than its solution. Finally they will be taught through some case studies or real life examples that it is fine to make mistakes in the process as “Mistakes are a cost of doing business"

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

1. Apply Insights On How To Turn Problems Into Opportunities.
2. Discuss The Major Conceptual Domains Of Entrepreneurship.
3. Explain How Creativity Can Be Nurtured To Become Innovation.
4. Express The Differences Between Individual And Corporate Entrepreneurs.
5. Formulate A Comprehensive Start-Up Business Plan Within The Uae Context And Effectively Communicate This Plan In Both Written And Verbal Forms.
6. Recognize The Pathways To New Venture Creation.

Social Entrepreneurship (ENTR330)

Social Entrepreneurship has been lately embraced by the world of business and interest in it continues to soar. It is still evolving with no clear definition. The question is what differentiates a Social Entrepreneur from a plain old vanilla entrepreneur as all Entrepreneurship at one level is social as it generates jobs and stimulates the economy. If a firm recycles used materials and installs solar panels on its roof, it is socially responsible. In fact a firm does not have to be a Not-for-Profit to be socially responsible. The course will try to make the student understand the different dimensions and set a baseline for understanding social entrepreneurship. The course will focus on problem solving, developing innovative solutions and the emerging needs in the social development sector. Further the course will teach through examples and short case studies on how to develop innovative ventures with exponentially scalable models that can trigger or enable social change in GCC and especially UAE. At the end of the course it is expected that students will realize that Social Entrepreneurs are problem solvers, not idealists. Moreover, they are driven by innovation and not charity. And that they do not believe in getting grants or handouts, rather they use entrepreneurial strategies to effect social change.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

1. Describe The Social Entrepreneurship Process And Idea Generation.
2. Discuss The Role Of Alliance, Growth, And Goal Attainment In Social Entrepreneurship.
3. Discuss The Role Of Mission And Value In Social Entrepreneurship.
4. Identify Various Resources And The Role Of Business Plans In Social Entrepreneurship.
5. Understand Public Sector Entrepreneurship.
6. Understand The Characteristics Of Public, Nonprofit Organizations, And Social Entrepreneurship.

Developing an Entrepreneurial Venture (ENTR415)

In this course, students will learn the processes involved in creating a business start up. Working over a 16 week period students, participating in teams, will perform a series of “design sprints” ending with a Demo Day. Students will drive the entrepreneurial process by working through the idea generation process, conducting a feasibility study, developing value propositions, designing a viable offering, building a prototype of the offering (if tangible), developing a business model to achieve a “product-market fit”, and constructing a sales and marketing strategy. Students will also devise a robust Business Plan to kick off an exciting and innovative new venture and develop a ‘business growth roadmap’. The philosophies and mindset of an innovative organizational founder will guide student teams through this process. Throughout the course, students will work alongside others and collaborate with a local entrepreneur, who will act as a mentor to the team with the course instructor. Students are given the opportunity to practice their entrepreneurial skills immediately upon completion of every two modules in three “pit stops” - Pitch Deck, Business Model Presentation and Demo Day - across the 7 module course. These pit stops allow students to present their work as it progresses and to receive external feedback to help perfect their business ideas. Students are required to complete at least 76 credit hours to register this course

Credit Hours : 12

Prerequisites

• GEIE222 with a minimum grade C
• GEIT112 with a minimum grade C

Course Learning Outcomes

1. Apply the key concepts in entrepreneurship from ideation to demonstration.
2. Demonstrate entrepreneurial mindset by solving start-up problems using creativity and innovation capabilities developed from the course.
3. Make use of analytical and prototyping skills to create new venture.
4. Build business ideas and new venture plan.

International Entrepreneurship (ENTR460)

International entrepreneurship is entrepreneurship in which global factors like commercial, socio-cultural cum political and economic landscape either play an important role or influence in some fashion the success of a new venture. The new ventures can transcend their land boundaries for instance by either partnering with a local entity or by establishing a strong beachhead in many national markets like GCC or MENA and various other means of creating differentiation. The students will effectively realize that there are three major challenges in going global. The first one pertains to the local environment. GCC for example with its own laws, rules and regulations cannot be a region to focus growth on unless these aspects are well understood. Secondly, mobilization of resources is another unique challenge as the manpower, raw materials and the supply chain may not be in the same place or region. And finally distance from headquarters inspite of the advances in communication technologies sometimes becomes an impediment. The students will be exposed to some international business models and they will acquire the skills to determine which one more closely aligns with the specified objectives of a firm. They will also learn how to identify opportunities that are far away from a firm’s home base and management of contingencies as the venture grows.

Credit Hours : 3

Prerequisites

• ENTR310 with a minimum grade D or ENTR320 with a minimum grade D

Course Learning Outcomes

1. Choose A Global Business Opportunity, Justify Its Rationale And Argue Its Merits In International Context.
2. Develop A Global Business Plan And Defend It Before An Audience.
3. Distinguish Between Different Cultural Frameworks As Well As Apply These Frameworks And Relevant Dimensions To Real-World Examples.
4. Evaluate And Judge Effectiveness Of Alternative Market Entry Strategies.
5. Examine And Differentiate The Main Challenges And Opportunities Faced By International Entrepreneurs.
6. Illustrate Environmental Analysis Of Gcc, Mena Region And Other Countries.
7. Point Out Cross-Cultural Communication Differences As Well As Challenges In Cross-Cultural Negotiations.

Fundamentals of Innovation and Entrepreneurship (GEIE222)

Developed as a Stanford-informed approach to learning innovation and entrepreneurship, this course offers skills that can be applied to any high-growth enterprise or other organization in the UAE. The class is composed of two modules encompassing 1) Design Thinking, 2) Entrepreneurship and Leadership. Throughout the course, students will develop creativity and entrepreneurship mindsets, teamwork, taking and managing responsibility, ethical decision-making and critical thinking skills. Optimised for a class size of 25 to 30 students, the course is taught in two 75-minute sessions over 16 weeks, and is appropriate for undergraduate students at a second year level (30+ credit hours).

Credit Hours : 3

Course Learning Outcomes

1. Differentiate between design thinking, innovation, and entrepreneurship, and possess a shared vocabulary for the process elements of each.
2. Examine the importance of entrepreneurial and innovation ecosystems to healthy society and economies.
3. Demonstrate skills for formation of effective teams and practices for team culture development that respect diversity.
4. Learn how to differentiate between an idea and a viable opportunity.
5. Recognize how to connect design thinking, innovation, and entrepreneurship to their own career development and paths.
6. Apply 21st century skills such as collaboration, communication, creativity, organization, and problem solving.

Principles of Marketing (MKTG200)

This course provides students with knowledge about the importance of marketing as a basic function in enterprises, which deal with goods, services, and ideas. It clarifies the marketing functions related to the marketing mix: product, price, place, and promotion. It also describes the ultimate consumer and industrial buyer and the marketing strategies needed to deal with them. This course covers the different types of marketing enterprises and some other topics such as international marketing and services marketing. This course uses both the qualitative and quantitative methods in presenting and analyzing data.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

1. Explain the nature and importance of marketing
2. Discuss the internal and external environmental factors that guide marketing management and planning.
3. Demonstrate the knowledge key concepts of market segmentation, targeting, and positioning.
4. Explain the elements of the marketing mix, including product, price, promotions and place.
5. Recognize the activities and responsibilities of the marketing department and its relationship with other departments in the organization.
6. Apply key ethical and social responsibility issues in marketing

Introduction to Marketing in the Digital Economy (MKTG205)

Introduction to Marketing in the Digital Economy will introduce students to foundational marketing concepts, decisions, and processes relevant for both conventional and digital marketing environments. Topics including market planning, market research, marketing strategy, product and brand management, pricing, distribution channels and marketing communications will be covered with an emphasis on their applications in both conventional and digital market environments. Practical cases and industry applications of how businesses successfully market their products and services will be discussed.

Credit Hours : 3

Prerequisites

• MGMT201 with a minimum grade D

Course Learning Outcomes

1. Describe the nature and importance of marketing and its practical applications in a conventional and digital marketing context
2. Evaluate the internal and external factors that influence marketing decisions in a conventional and digital marketing environment
3. Explain key digital and conventional marketing processes and applications including market planning, market research, marketing strategy and marketing mix decisions
4. Develop communication and teamwork skills through group project
5. Discuss ethical and social responsibilities of the marketing function in a conventional and digital marketing context

Marketing Research (MKTG310)

This course provides students with the conceptual and the analytical aspects of marketing research. It is structured from the point of view of the marketing manager, consultant or entrepreneur who uses marketing research to make key business decisions. It covers topics of research design, dissemination of appropriate data, scaling and questionnaire construction, sampling procedure, data collection methods, data analysis and interpretation, and reporting.

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D
• STAT130 with a minimum grade D

Course Learning Outcomes

1. Demonstrate Communication And Teamwork Skills Through The Group Project
2. Demonstrate How To Conduct Marketing Research In General And Field Marketing Research In Particular.
3. Design A Marketing Research Project Including Data Collection, Analysis And Interpretation, And Present The Findings In A Written Report.
4. Discriminate Between Qualitative And Quantitative Research Methods.
5. Outline The Nature And Importance Of Marketing Research.
6. Recognize Key Ethical And Social Responsibility Issues In Marketing Research.

Consumer Behavior (MKTG320)

A study of the concepts, techniques, and models of consumer behavior including the decision making processes and the influence of environmental forces. The study of psychological and social factors that influence buying decisions are discussed as well as the managerial implications for planning executing, and evaluating marketing strategies. Theories of consumer behavior to develop managerial frameworks for the development and launch of new products, segmentation, and brand management

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

1. Apply An Understanding Of The Decision-Making Process To Interpret Real Business Practices In A Written Report.
2. Combine An Understanding Of Individual And Group Processes To Design And Create A Socially Conscious Advertising Campaign, In A Group Project Supported By A Written Report And Oral Advertising Pitch.
3. Discuss The Five Stages Of The Consumer Decision-Making Process And Give Examples In Marketing Practice.
4. Explain The Group Processes That Influence Consumer Decision-Making And Give Examples From Marketing Practice.
5. Explain The Individual Differences And Psychological Processes That Influence Consumer Decision-Making And Give Examples From Marketing Practice.

Services Marketing (MKTG330)

This course focuses on the unique challenges of marketing and managing services and delivering quality service to customers. The course is equally applicable to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.). The basic concepts covered in the course include: the difference between marketing services versus products; the key drivers of service quality; the customer’s role in service creation; service design and innovation; technology’s impact on services; managing customer service expectations; and customer service metrics.

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

1. Apply The Service Blueprint Framework To Generate Service Improvements For A Real Business And Present This Both Written And Orally In A Group Project.
2. Discuss The Complementary Roles Of Both Employees And Customers In The Creation Of Service Value.
3. Discuss The Differences Between Services And Physical Goods And Give Examples Of How This Influences Marketing Strategies.
4. Explain The Servqual And Gaps Models Of Customer Service And Apply These Models In A Written Report.
5. Express The Consequences Of Service Failure And The Benefits Of Appropriate Service Recovery Strategies.

International Marketing (MKTG340)

The course covers different aspects of international marketing activities from the perspective of small and medium size firms as well as multinationals with special emphasis on GCC countries. At the macro level, the course covers the environment of international marketing, institutional aspects, mechanisms, and recent developments that affect marketing activities. At the micro level, the course deals with the development and formulation of the firm international marketing strategy.

Credit Hours : 3

Prerequisites

• MKTG200 with a minimum grade D

Course Learning Outcomes

1. Develop Appropriate Marketing Strategies For A Mix Of Different Economies And Companies Using Different Online And Offline Sources Of Information.
2. Discuss International Marketing Theories And Research The Changing Nature Of The International Environment And Its Effect On International Decision-Making Using Appropriate Marketing Tools And Apply These Models In A Written Report.
3. Evaluate Organizational Changes Required As An Organization Reacts To Changes In The International Environment.
4. Explain The Various Methods Of Entering Foreign Markets, The Degree Of Commitment Required And The Associated Levels Of Risk And Present This Both Written And Orally In A Group Project.
5. Understand How The Basic Principles Of Marketing Applied In A Variety Of Diverse Cultural, Political, Legal And Economic Environments And Give Examples From Marketing Practice.

Strategic Marketing Management (MKTG420)

The objective of this course is to study marketing within the overall corporate system of business policy-making. Strategic Marketing Management is an integration of all marketing elements in a strategic planning framework. It emphasizes areas of strategic importance, especially those that have significant implications and relevance for marketing policy decisions in competitive situations. The course investigates marketing from a managerial perspective, including the critical analysis of the functions of marketing, marketing planning and programming, marketing leadership and organization, and evaluating and adjusting the marketing effort.

Credit Hours : 3

Prerequisites

• MKTG310 with a minimum grade D

Course Learning Outcomes

1. Apply Marketing Strategy, Models, And Principles In A Real-Time Situation.
2. Discuss Important Strategic Marketing Concepts Such As Mission, Objective, Strategic Group, Sustainable Competitive Strategy, Positioning, Experience Curve, Portfolio Analysis And Scenarios.
3. Formulate Competitive Strategies And Positioning For A Business Within A Given Market Context.
4. Identify Critical Issues That Affect Successful Implementation Of Marketing Strategy Present These Issues Both Written And Orally In A Group Project.
5. Identify The Strategies That May Be Used To Create Competitive Advantage And Apply These Strategies In A Written Report.

Marketing Management in an E-Age (MKTG605)

This course provides students with a senior managerial approach to advanced problems in marketing with primary emphasis on case studies that examine structural complexities facilitated by electronic communication and choice of marketing tools. New knowledge and value propositions are developed using strategic marketing plans and decisions commensurate to changing needs of sophisticated consumers, markets, and multinational corporations. Current trends to translate to corporate proficiency, profitability, and sustainability in a competitive global marketplace are evaluated.

Credit Hours : 3

Course Learning Outcomes

1. Combine An Understanding Of Individual And Group Processes To Design And Create A Socially Conscious Marketing Plan, In A Group Project Supported By A Written Report And Oral Presentation.
2. Develop Skills Required To Conduct Market Segmentation, Targeting, And Positioning And Give Examples From Marketing Practice
3. Identify Critical Issues Related To The Development And Management Of The Product, Pricing, Promotional, And Distribution Policies As Interactive Elements Of The Marketing Mix.
4. Learn About How The Transformation Of The Traditional Or Physical Marketplace Into The Virtual Marketplace Has Affected Marketing Mix Strategies In The Light Of Practical Examples From Uae Content.
5. Understand The Role Of Marketing In Highly Turbulent Environments Under Which Companies Are Operating In An Electronic Age.

Contemporary Issues in Customer Behavior (MKTG610)

This course aims to familiarize students with the nature and behavior of consumer markets. The purpose is to investigate and understand how customers make specific decision and behave in different situations and circumstances. In addition students will be taught the practicalities of experimental consumer behavior research, which is fundamental to both understanding the consumer and assessing the effectiveness of consumer focused marketing interventions. Understanding the nature of contemporary customers is an important issue in maintaining and enhancing profit outcomes of a business.

Credit Hours : 3

Course Learning Outcomes

1. Apply An Understanding Of Experimental Research Methods To A Real World Consumer Behavior Problem
2. Demonstrate How As A Marketer You Can Use Your Knowledge Of Consumer Behavior Concepts To Develop Better Strategies To Influence Those Behaviors.
3. Develop A Consumer Behavior Experiment
4. Discuss The Individual And Social Factors That Influence Consumer Behavior
5. Understand How Consumers Make Decisions And Assess The Relevant Implications For Marketing Practitioners

Marketing Management and Metrics in Digital Era (MKTG615)

Marketing is the art and science of creating and delivering customer value. It involves guiding principles for interacting with customers, competitors, collaborators, and the environment. This course will provide comprehensive and practical knowledge about strategic marketing planning, implementation, performance management. This course will also pave the foundation for organizations’ adapting and leveraging the digital technologies to obtain sustainable competitive advantages. Learners in this course will develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

Credit Hours : 3

Prerequisites

• MGMT500 or MGMT201

Course Learning Outcomes

1. Apply the principles, concepts and frameworks in marketing planning, implementation, and performance management.
2. Analyze the impact of digital technologies on marketing management and new metrics development.
3. Evaluate market opportunities by analyzing customers, competitors, collaborators, environmental context, digital technologies, and the organizational capacity.
4. Develop marketing strategies and implementation plans for business objectives.