BS (Marketing)

Rationale

The marketing field encompasses activities related to: identifying needs of prospective customers, selecting a target market, designing a product, packaging, pricing, advertising, selling, distributing, and servicing products in both domestic and international markets. It is the driving force in business. Therefore, the degree to which companies are able to do it well and respond to customer needs and wants, largely determines their success. Mohammad Ali Jinnah University’s marketing program integrates theory and application into one. Marketing majors also study general management, finance, organizational behavior, information technology and selected social courses, ensuring that students learn the tenets of marketing in concert with those disciplines.

The department of marketing offers a 4-year 8 semester program, BS Degree in Marketing. The program has been designed for candidates having 12-years education who plan to adopt business as a career and wish to enhance their business and marketing skills. The program is expected to provide opportunities to the students to learn variety of marketing techniques used in the challenging business world. Marketing is an exceptionally broad field encompassing a wide range of business activities and can be applied to almost every occupational field. In the 21st century, every firm needs marketing people to discover, measure and analyze markets; develop and manage products and services; manage storage and distribution; create and manage advertising, promotion and sales; design rational pricing policies; and maintain positive customer relations.

  1. Program offers excellent employment and advancement opportunities to the students along with entrepreneurial skills that enable students to start and operate their own companies or enter an existing family business.
  2. The Bachelor of Science in Marketing (BS-Marketing) is a four-year (8 semesters) program designed for candidates having 12-years education. Apart from students with commerce and business backgrounds, there is sufficient flexibility in this program to allow students from arts and science backgrounds to get admission in BS – Marketing.

Program Learning Outcomes (PLOs)

  • Analyze business problems by incorporating diverse perspectives and applied aspects of marketing discipline.
  • Apply foundation business knowledge and skills to demonstrate business acumen in the areas of marketing, management, economics, finance, and accounting.
  • Analyze important terminology, concepts, principles, theories, analytical techniques, and facts used in the field of marketing for effective decision-making.
  • Integrate marketing with various functions of business organizations to create, capture, and deliver value.
  • Show leadership, employ ethical practice and professional integrity.
  • Communicate effectively the marketing alternatives considered, recommended solutions and implementation of strategies in oral, written and electronic form.
  • Demonstrate knowledge and 21st century’s skillsets to meet career needs.
  • Exhibit and appreciate extra-curricular activities and life-long learning.

Program Objectives

  • Develop strategic marketing plans in alignment with stated missions, objectives, and goals of the organizations.
  • Utilize primary and secondary data to unearth consumer needs and design effective marketing roadmaps.
  • Recommend strategies for optimizing business opportunities through the indigenous use of the marketing mix.
  • Analyze and solve complex marketing problems through the use of in-depth marketing theories and marketing projects.
  • Develop a flair for creative approaches to discover consumer insights and execute marketing strategies within ethical boundaries.
  • Employ effective written and oral communication skills appropriate to the professional marketing context.
  • Collaborate in cross-functional internal and external environments to ensure the creation, capturing, and delivery of value.
  • Inculcate in students the ability to look beyond conventional Ps of marketing.

Profile of Student

The marketing program will be an apt fit if an individual;

  • is a critical thinker
  • can creatively ideate products and services for the 21st
  • has strong communication skills (written, oral and interpersonal)
  • likes social media and other forms of new media
  • enjoys working with people
  • has an extrovert or ambivert personality
  • is an observant, analytical, and complex problem solver.

Geo – Professional Outcomes

  • Digital brand manager
  • Brand manager
  • Marketing manager
  • Retail manager
  • Content marketing specialist
  • Copy and creative writer
  • Sales Managers
  • Social media manager
  • Advertising account manager
  • Market research analyst
  • Product marketing manager
  • Entrepreneur/small business owner
  • Customer relations specialist
  • Public relations specialist
  • Communications coordinator
  • Publicist
  • Marketing strategist
  • Brand activation manager
  • Event planner specialist
  • Marketing coordinator
  • Marketing research executive
  • Business development executive

Eligibility:

Academic qualification of 12 years e.g. intermediate or any other equivalent educational credentials.

Semester - I

Course CodeCourse TitleCredit Hours
MT1500Business Mathematics3
SS1100Freshman English3
MG1500Computer Concepts & Applications3
EC1000Microeconomics3
SS1100Freshman English3
Contemporary Marketing3
MG1100Principles of Management
Total Semester Credit Hours18

Semester - II

Course CodeCourse TitleCredit Hours
MT1510Business Statistics3
SS1110English Grammar3
Financial Accounting3
MG1510Management Information System3
EC1010Macroeconomics3
MG2200Principles of Marketing3
Total Semester Credit Hours18

Semester - III

Course CodeCourse TitleCredit Hours
SS2400Islamic Studies/Ethics (SS2410)3
FN2120Cost & Management Accounting3
SS3110Business Communication3
SS1200Foreign Language3
SS2300Principles of Psychology3
MG2210Marketing Management3
Total Semester Credit Hours18

Semester - IV

Course CodeCourse TitleCredit Hours
MG3470Operations Management3
Public Relations3
FN2300Introduction to Business Finance3
Consumer Behavior3
SS2420Pakistan Studies3
MT2320Statistical Inference3
Total Semester Credit Hours18

Semester - V

Course CodeCourse TitleCredit Hours
FN3310Financial Management3
MG4700Entrepreneurship3
International Business3
Sales Management3
Brand Management3
Business & Corporate Laws3
Total Semester Credit Hours18

Semester - VI

Course CodeCourse TitleCredit Hours
MG3300Human Resource Management3
Specialization I3
Advertising3
MG4110Strategic Management3
Environmental Sciences / CSR3
Total Semester Credit Hours15

Semester - VII

Course CodeCourse TitleCredit Hours
SS2150Interpersonal Communication Skills3
MG4100Business Research Methods3
Customer Relationship Management3
Specialization II3
SS2120Oral Communication3
Total Semester Credit Hours15

Semester - VIII

Course CodeCourse TitleCredit Hours
Strategic Negotiations3
Specialization III3
Specialization IV3
Specialization V3
MG4120Business Project3
Total Semester Credit Hours15
+ Introduction

Rationale

The marketing field encompasses activities related to: identifying needs of prospective customers, selecting a target market, designing a product, packaging, pricing, advertising, selling, distributing, and servicing products in both domestic and international markets. It is the driving force in business. Therefore, the degree to which companies are able to do it well and respond to customer needs and wants, largely determines their success. Mohammad Ali Jinnah University’s marketing program integrates theory and application into one. Marketing majors also study general management, finance, organizational behavior, information technology and selected social courses, ensuring that students learn the tenets of marketing in concert with those disciplines.

The department of marketing offers a 4-year 8 semester program, BS Degree in Marketing. The program has been designed for candidates having 12-years education who plan to adopt business as a career and wish to enhance their business and marketing skills. The program is expected to provide opportunities to the students to learn variety of marketing techniques used in the challenging business world. Marketing is an exceptionally broad field encompassing a wide range of business activities and can be applied to almost every occupational field. In the 21st century, every firm needs marketing people to discover, measure and analyze markets; develop and manage products and services; manage storage and distribution; create and manage advertising, promotion and sales; design rational pricing policies; and maintain positive customer relations.

  1. Program offers excellent employment and advancement opportunities to the students along with entrepreneurial skills that enable students to start and operate their own companies or enter an existing family business.
  2. The Bachelor of Science in Marketing (BS-Marketing) is a four-year (8 semesters) program designed for candidates having 12-years education. Apart from students with commerce and business backgrounds, there is sufficient flexibility in this program to allow students from arts and science backgrounds to get admission in BS – Marketing.

+ Program Summary

Program Learning Outcomes (PLOs)

  • Analyze business problems by incorporating diverse perspectives and applied aspects of marketing discipline.
  • Apply foundation business knowledge and skills to demonstrate business acumen in the areas of marketing, management, economics, finance, and accounting.
  • Analyze important terminology, concepts, principles, theories, analytical techniques, and facts used in the field of marketing for effective decision-making.
  • Integrate marketing with various functions of business organizations to create, capture, and deliver value.
  • Show leadership, employ ethical practice and professional integrity.
  • Communicate effectively the marketing alternatives considered, recommended solutions and implementation of strategies in oral, written and electronic form.
  • Demonstrate knowledge and 21st century’s skillsets to meet career needs.
  • Exhibit and appreciate extra-curricular activities and life-long learning.

Program Objectives

  • Develop strategic marketing plans in alignment with stated missions, objectives, and goals of the organizations.
  • Utilize primary and secondary data to unearth consumer needs and design effective marketing roadmaps.
  • Recommend strategies for optimizing business opportunities through the indigenous use of the marketing mix.
  • Analyze and solve complex marketing problems through the use of in-depth marketing theories and marketing projects.
  • Develop a flair for creative approaches to discover consumer insights and execute marketing strategies within ethical boundaries.
  • Employ effective written and oral communication skills appropriate to the professional marketing context.
  • Collaborate in cross-functional internal and external environments to ensure the creation, capturing, and delivery of value.
  • Inculcate in students the ability to look beyond conventional Ps of marketing.

Profile of Student

The marketing program will be an apt fit if an individual;

  • is a critical thinker
  • can creatively ideate products and services for the 21st
  • has strong communication skills (written, oral and interpersonal)
  • likes social media and other forms of new media
  • enjoys working with people
  • has an extrovert or ambivert personality
  • is an observant, analytical, and complex problem solver.

Geo – Professional Outcomes

  • Digital brand manager
  • Brand manager
  • Marketing manager
  • Retail manager
  • Content marketing specialist
  • Copy and creative writer
  • Sales Managers
  • Social media manager
  • Advertising account manager
  • Market research analyst
  • Product marketing manager
  • Entrepreneur/small business owner
  • Customer relations specialist
  • Public relations specialist
  • Communications coordinator
  • Publicist
  • Marketing strategist
  • Brand activation manager
  • Event planner specialist
  • Marketing coordinator
  • Marketing research executive
  • Business development executive

Eligibility:

Academic qualification of 12 years e.g. intermediate or any other equivalent educational credentials.

+ Plan Of Study

Semester - I

Course CodeCourse TitleCredit Hours
MT1500Business Mathematics3
SS1100Freshman English3
MG1500Computer Concepts & Applications3
EC1000Microeconomics3
SS1100Freshman English3
Contemporary Marketing3
MG1100Principles of Management
Total Semester Credit Hours18

Semester - II

Course CodeCourse TitleCredit Hours
MT1510Business Statistics3
SS1110English Grammar3
Financial Accounting3
MG1510Management Information System3
EC1010Macroeconomics3
MG2200Principles of Marketing3
Total Semester Credit Hours18

Semester - III

Course CodeCourse TitleCredit Hours
SS2400Islamic Studies/Ethics (SS2410)3
FN2120Cost & Management Accounting3
SS3110Business Communication3
SS1200Foreign Language3
SS2300Principles of Psychology3
MG2210Marketing Management3
Total Semester Credit Hours18

Semester - IV

Course CodeCourse TitleCredit Hours
MG3470Operations Management3
Public Relations3
FN2300Introduction to Business Finance3
Consumer Behavior3
SS2420Pakistan Studies3
MT2320Statistical Inference3
Total Semester Credit Hours18

Semester - V

Course CodeCourse TitleCredit Hours
FN3310Financial Management3
MG4700Entrepreneurship3
International Business3
Sales Management3
Brand Management3
Business & Corporate Laws3
Total Semester Credit Hours18

Semester - VI

Course CodeCourse TitleCredit Hours
MG3300Human Resource Management3
Specialization I3
Advertising3
MG4110Strategic Management3
Environmental Sciences / CSR3
Total Semester Credit Hours15

Semester - VII

Course CodeCourse TitleCredit Hours
SS2150Interpersonal Communication Skills3
MG4100Business Research Methods3
Customer Relationship Management3
Specialization II3
SS2120Oral Communication3
Total Semester Credit Hours15

Semester - VIII

Course CodeCourse TitleCredit Hours
Strategic Negotiations3
Specialization III3
Specialization IV3
Specialization V3
MG4120Business Project3
Total Semester Credit Hours15