‫ﻧﻤﻮﺫﺝ ﺍﺳﺘﺤﺪﺍﺙ ﺑﺮﻧﺎﻣﺞ ﺩﺭﺍﺳﺎﺕ ﻋﻠﻴﺎ‬

‫)ﺑﺪﻭﻥ ﻣﺴﺎﺭﺍﺕ(‬

‫‪ ‬ﻳﺠﺐ ﺍﻻﻁﻼﻉ ﻋﻠﻰ ﺍﻟﺪﻟﻴﻞ ﺍﻹﺭﺷﺎﺩﻱ ﺍﻟﻤﺮﻓﻖ ﻟﺘﻌﺒﺌﺔ ﺍﻟﻨﻤﻮﺫﺝ‪.‬‬

‫ﺍﻟﻘﺴﻢ ﺍﻟﻌﻠﻤﻲ‬ ‫ﺍﻟﻜﻠﻴﺔ‬

‫ﻓﺴﻢ ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻻﻗﺘﺼﺎﺩ ﻭ ﺍﻻﺩﺍﺭﻩ‬
‫ﻧﻮﻉ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫ﻁﺒﻴﻌﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫ﺍﻟﺪﺭﺟﺔ‬
‫‪ ‬ﻣﺪﻓﻮﻉ ﺍﻟﺘﻜﺎﻟﻴﻒ‬ ‫‪ ‬ﻋﺎﻡ‬ ‫‪ ‬ﻣﻬﻨﻲ‬ ‫‪ ‬ﺑﺤﺜﻲ‬ ‫‪ ‬ﻣﺎﺟﺴﺘﻴﺮ‬
‫ﺃﺳﻠﻮﺏ ﺍﻟﺪﺭﺍﺳﺔ‬
‫‪ ‬ﺑﺎﻟﺮﺳﺎﻟﺔ ﻭﺑﻌﺾ ﺍﻟﻤﻘﺮﺭﺍﺕ‬ ‫‪ ‬ﺑﺎﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻭﺍﻟﻤﺸﺮﻭﻉ ﺍﻟﺒﺤﺜﻲ‬ ‫‪ ‬ﺑﺎﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻭﺍﻟﺮﺳﺎﻟﺔ‬
‫ﺗﺴﻮﻳﻖ‬ ‫ﻋﺮﺑﻲ‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﻌﺎﻡ‬
‫‪English‬‬ ‫‪Marketing‬‬
‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬ ‫ﻋﺮﺑﻲ‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬
‫‪English‬‬ ‫‪Strategic Marketing‬‬
‫ﻣﺎﺟﺴﺘﻴﺮ ﺍﻟﻌﻠﻮﻡ )ﺍﻟﺘﺴﻮﻳﻖ‪ /‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ(‬ ‫ﻋﺮﺑﻲ‬
‫ﺍﺳﻢ ﺍﻟﺪﺭﺟﺔ ﺍﻟﻌﻠﻤﻴﺔ‬
‫‪English‬‬ ‫)‪Master of Science / M.Sc.(Strategic Marketing‬‬
‫‪1441-1442‬ﻫـ‬ ‫ﺗﺎﺭﻳﺦ ﺍﻟﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ ﺍﻟﻤﻘﺘﺮﺡ ﻟﺒﺪﺃ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫ﺍﻻﻧﺠﻠﻴﺰﻳﺔ‬ ‫ﻟﻐﺔ ﺍﻟﺘﺪﺭﻳﺲ‬
‫‪٣٠‬‬ ‫ﻋﺪﺩ ﺍﻟﻄﻼﺏ ﺍﻟﻤﺘﻮﻗﻊ ﻗﺒﻮﻟﻬﻢ ﻓﻲ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺳﻨﻮﻳﺎ ً‬ ‫ﺍﻻﻧﺠﻠﻴﺰﻳﺔ‬ ‫ﻟﻐﺔ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﻌﻠﻤﻴﺔ‬
‫ﻣﻨﺴﻖ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻓﻲ ﺍﻟﻘﺴﻢ ﺍﻟﻌﻠﻤﻲ‬
‫‪ysomro@kau.edu.sa‬‬ ‫ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﻧﻲ‬ ‫ﻳﺎﺳﺮ ﻋﻠﻲ ﺳﻮﻣﺮﻭ‬ ‫ﺍﻻﺳﻢ‬
‫‪٠٥٣٠١٠٢٨٤١‬‬ ‫ﺟﻮﺍﻝ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ‬

‫ﻗﺮﺍﺭ ﻣﺠﻠﺲ ﺍﻟﻜﻠﻴﺔ‬ ‫ﻗﺮﺍﺭ ﻣﺠﻠﺲ ﺍﻟﻘﺴﻢ‬

‫ﺍﻟﺘﺎﺭﻳﺦ‬ ‫ﺭﻗﻢ ﺍﻟﺠﻠﺴﺔ‬ ‫ﺭﻗﻢ ﺍﻟﻘﺮﺍﺭ‬ ‫ﺍﻟﺘﺎﺭﻳﺦ‬ ‫ﺭﻗﻢ ﺍﻟﺠﻠﺴﺔ‬ ‫ﺭﻗﻢ ﺍﻟﻘﺮﺍﺭ‬
‫‪١٤٤٠ / ٤ / ٢‬ﻫــ‬ ‫‪٧‬‬ ‫‪٣‬‬ ‫‪١٤٣٩ / ٦ / ٣‬ﻫـ‬ ‫‪٦‬‬ ‫‪١‬‬
‫ﻋﻤﻴﺪ ﺍﻟﻜﻠﻴﺔ‬ ‫ﺭﺋﻴﺲ ﺍﻟﻘﺴﻢ‬
‫ﺃ‪.‬ﺩ‪ .‬ﻧﺎﺻﺮ ﺑﻦ ﻋﻘﻴﻞ ﻛﺪﺳﺔ‬ ‫ﺍﻻﺳﻢ‬ ‫ﺩ‪ .‬ﻳﺎﺳﺮ ﻋﻠﻲ ﺑﺎﻋﺸﻦ‬ ‫ﺍﻻﺳﻢ‬
‫ﺍﻟﺘﻮﻗﻴﻊ‬ ‫ﺍﻟﺘﻮﻗﻴﻊ‬

‫ﻗﺮﺍﺭ ﻣﺠﻠﺲ ﺍﻟﺠﺎﻣﻌﺔ‬

‫ﺍﻟﺘﺎﺭﻳﺦ‬ ‫ﺭﻗﻢ ﺍﻟﺠﻠﺴﺔ‬ ‫ﺭﻗﻢ ﺍﻟﻘﺮﺍﺭ‬

‫‪+‬‬

‫‪١‬‬
 ‫ﻧﻌﻢ ‪ /‬ﻻ‬ ‫)‪ (١‬ﻣﺘﻄﻠﺒﺎﺕ ﺃﺳﺎﺳﻴﺔ ﻻﻋﺘﻤﺎﺩ ﺍﻟﺒﺮﻧﺎﻣﺞ‬
‫ﻧﻌﻢ‬ ‫ﻫﻞ ﻳﺘﻮﻓﺮ ﺑﺎﻟﻘﺴﻢ ﻋﻠﻰ ﺍﻷﻗﻞ ﺛﻼﺛﺔ ﺃﺳﺎﺗﺬﺓ ﻋﻠﻰ ﺩﺭﺟﺔ ﺃﺳﺘﺎﺫ ﺃﻭ ﺃﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ ﻓﻲ ﻣﺠﺎﻝ ﺗﺨﺼﺺ ﺍﻟﺒﺮﻧﺎﻣﺞ؟‬

‫ﻧﻌﻢ‬ ‫ﻫﻞ ﻋﺮﺽ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻋﻠﻰ ﻣﺤﻜﻤﻴﻦ ﺍﺛﻨﻴﻦ ﺍﺧﺘﺎﺭﻫﻤﺎ ﺍﻟﻘﺴﻢ‪ ،‬ﻭﺗﻢ ﺍﻷﺧﺬ ﺑﻤﻠﺤﻮﻅﺎﺗﻬﻤﺎ‪ ،‬ﻭﺇﺭﻓﺎﻕ ﺗﻘﺮﻳﺮﻳﻬﻤﺎ ﺑﺎﻟﻨﻤﻮﺫﺝ؟‬

‫ﻧﻌﻢ‬ ‫ﻫﻞ ﺗﻢ ﺇﺭﻓﺎﻕ ﻣﻮﺍﻓﻘﺔ ﺍﻷﻗﺴﺎﻡ ﺍﻟﻌﻠﻤﻴﺔ ﺍﻷﺧﺮﻯ‪ ،‬ﻋﻠﻰ ﺗﺪﺭﻳﺲ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﻤﺨﺘﺎﺭﺓ ﻣﻨﻬﺎ؟‬

‫ﻧﻌﻢ‬ ‫ﻫﻞ ﺃﺭﻓﻖ ﻣﺤﻀﺮ ﻋﻤﺎﺩﺓ ﺧﺪﻣﺔ ﺍﻟﻤﺠﺘﻤﻊ ﻭﺍﻟﺘﻌﻠﻴﻢ ﺍﻟﻤﺴﺘﻤﺮ ﺍﻟﻤﺘﻀﻤﻦ ﺑﺘﺤﺪﻳﺪ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻟﻠﺒﺮﺍﻣﺞ ﺍﻟﻤﻬﻨﻴﺔ )ﻣﺪﻓﻮﻋﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ(؟‬

‫)‪ (٢‬ﺃﻫﻤﻴﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻭﺣﺎﺟﺔ ﺍﻟﻤﺠﺘﻤﻊ ﺇﻟﻴﻪ‬

‫ﺗﻜﺘﺐ ﺃﻫﻤﻴﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻣﺨﺘﺼﺮﺓ ﻭﻓﻲ ﻧﻘﺎﻁ ﻣﺜﻼً‪ :‬ﺣﻠﻮﻝ ﻟﻤﺸﻜﻼﺕ ﺃﻭ ﺗﻠﺒﻴﺔ ﻟﺨﺪﻣﺎﺕ ﺇﻟﺦ‬ ‫‪‬‬
‫ﻳﺠﺐ ﺣﺎﺟﺔ ﺍﻟﻤﺠﺘﻤﻊ ﻟﻠﺒﺮﻧﺎﻣﺞ ﻣﻦ ﺧﻼﻝ ﻣﻌﻠﻮﻣﺎﺕ ﺭﺳﻤﻴﺔ ﻭﺇﺣﺼﺎءﺍﺕ ﻭﺧﻄﻂ ﺗﻨﻤﻮﻳﺔ ﺇﻟﺦ‬ ‫‪‬‬

‫‪ .١‬ﺗﻌﺰﻳﺰ ﺩﻭﺭ ﺍﻟﺠﺎﻣﻌﺔ ﻓﻲ ﺗﻮﻓﻴﺮ ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﻨﺎﺩﺭﺓ ﺑﺎﻟﻤﻤﻠﻜﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﺴﻌﻮﺩﻳﺔ ﻭﺍﻟﺘﻲ ﻳﺤﺘﺎﺟﻬﺎ ﺳﻮﻕ ﺍﻟﻌﻤﻞ ﻣﻤﺎ ﻳﺴﺎﻫﻢ ﻓﻲ ﺗﺤﺴﻴﻦ ﻭﺗﻄﻮﻳﺮ ﻣﺴﺘﻮﻯ‬
‫ﺍﻟﺘﻨﻤﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﻓﻘﺎ ﻟﺨﻄﺔ ﺍﻟﻤﻤﻠﻜﺔ ‪ .٢٠٣٠‬ﺣﻴﺚ ﻳﻌﺪ ﻫﺬﺍ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻷﻭﻝ ﻣﻦ ﻧﻮﻋﻪ ﻓﻲ ﺍﻟﻤﻤﻠﻜﺔ ﻭﺍﻟﺬﻱ ﻳﻮﻓﺮ ﺩﺭﺟﺔ ﺍﻟﻤﺎﺟﺴﺘﻴﺮ ﻓﻲ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‪ /‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‪.‬‬
‫‪ .٢‬ﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺗﺤﻘﻴﻖ ﺧﻄﺔ ﺍﻟﻜﻠﻴﺔ ﺑﺈﺳﺘﺤﺪﺍﺙ ﺑﺮﺍﻣﺞ ﻣﺎﺟﺴﺘﻴﺮ ﻣﺘﺨﺼﺼﺔ ﻭﻣﺘﻨﻮﻋﺔ ﻭﺍﻟﺘﻲ ﺗﺴﺪ ﺍﻟﻔﺠﻮﺓ ﻓﻲ ﺳﻮﻕ ﺍﻟﻌﻤﻞ ﺍﻟﺴﻌﻮﺩﻱ‪.‬‬
‫‪ .٣‬ﺗﻠﺒﻴﺔ ﺣﺎﺟﺔ ﺧﺮﻳﺠﻲ ﺍﻟﺠﺎﻣﻌﺎﺕ ﻓﻲ ﺗﻄﻮﻳﺮ ﻣﻬﺎﺭﺍﺗﻬﻢ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺍﻹﺍﻟﺘﺤﺎﻕ ﻻﺣﻘﺎ ﺑﺎﻟﻤﺠﺎﻻﺕ ﺍﻟﻮﻅﻴﻔﻴﺔ ﺫﺍﺕ ﺍﻟﺼﻠﺔ ﻓﻲ ﺳﻮﻕ ﺍﻟﻌﻤﻞ‬
‫ﻭﺇﻣﺪﺍﺩ ﺳﻮﻕ ﺍﻟﻌﻤﻞ ﻣﺴﺘﻘﺒﻼ ﺑﻜﻔﺎءﺍﺕ ﺑﺸﺮﻳﺔ ﻣﺘﺨﺼﺼﺔ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻘﺎﺩﺭﺓ ﻋﻠﻰ ﻣﻮﺍﻛﺒﺔ ﻭﺗﻄﻮﻳﺮ ﺍﻟﺘﺠﺎﺭﺓ ﻭﺍﻷﻋﻤﺎﻝ‬
‫‪ .٤‬ﺗﺰﻭﻳﺪ ﺍﻟﻤﺠﺘﻤﻊ ﺑﻤﺘﺨﺼﺼﻴﻦ ﻭﺑﺎﺣﺜﻴﻦ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻗﺎﺩﺭﻳﻦ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﻣﺸﻜﻼﺕ ﺍﻟﺴﻮﻕ ﺍﻟﺘﻨﻤﻮﻳﺔ ﻭﺍﻗﺘﺮﺍﺡ ﺣﻠﻮﻝ ﻣﻼﺋﻤﺔ ﻟﻬﺎ‪ .‬ﺣﻴﺚ‬
‫ﻭﺁﻧﻪ ﻫﺬﺍ ﻟﺒﺮﻧﺎﻣﺞ ﺳﻮﻕ ﻳﺰﻭﻳﺪ ﺍﻟﻄﻼﺏ ﺑﺎﻷﺳﺎﻟﻴﺐ ﻭﺍﻟﻄﺮﻕ ﺍﻟﻜﻤﻴﺔ ﻭﺍﻟﻨﻮﻋﻴﺔ ﺍﻟﻤﺘﻘﺪﻣﺔ ﻭﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﺪﺭﺍﺳﺔ ﻭﺗﺤﻠﻴﻞ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﻌﺎﺻﺮﺓ ﺑﻤﺎ‬
‫ﻳﺘﻮﺍﻛﺐ ﻣﻊ ﺍﻻﺳﻮﺍﻕ ﺍﻟﻤﺤﻠﻴﺔ ﻭﺍﻟﺪﻭﻟﻴﺔ‪.‬‬
‫‪ .٥‬ﺍﻟﻤﺴﺎﻫﻤﺔ ﻓﻲ ﺇﻋﺪﺍﺩ ﻛﻮﺍﺩﺭ ﻣﻬﻨﻴﺔ ﻣﺘﺨﺼﺼﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﻣﺎﺭﺳﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺑﻜﻞ ﻛﻔﺎءﺓ ﻭﻓﻌﺎﻟﻴﺔ ﺳﻮﺍء ﻓﻲ ﺍﻟﻘﻄﺎﻉ‬
‫ﺍﻟﻌﺎﻡ ﺃﻭ ﺍﻟﺨﺎﺹ ﻭﺗﻌﻠﻴﻢ ﺍﻟﻄﻼﺏ ﻭﺍﻛﺴﺎﺑﻬﻢ ﻣﻬﺎﺭﺍﺕ ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ ﻭﻛﻴﻔﻴﺔ ﻋﻤﻞ ﺍﻟﻤﺴﻮﺣﺎﺕ ﺍﻟﻤﻴﺪﺍﻧﻴﺔ ﺑﻤﻨﻬﺠﻴﺔ ﻋﻠﻤﻴﺔ ﺭﺻﻴﻨﺔ‪.‬‬

‫)‪ (٣‬ﺃﻫﺪﺍﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ‬

‫‪Program Objectives:‬‬
‫ﺃﻫﺪﺍﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ‪:‬‬
‫ﺗﺼﺎﻍ ﺃﻫﺪﺍﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺑﻮﺿﻮﺡ‪ ،‬ﻭﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺃﻫﺪﺍﻑ ﻣﻮﺿﻮﻋﻴﺔ ‪Program objectives should be stated clearly, and should‬‬
‫ﻗﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ‪ ،‬ﻭﺗﻈﻬﺮ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ‪ ،‬ﻭﺃﻥ ﺗﺤﻘﻖ ﺍﻵﺗﻲ‪be measurable and achievable through all courses as the :‬‬
‫‪following:‬‬ ‫‪ ‬ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﻌﻠﻴﻤﻴﺔ‪.‬‬
‫‪ Educational objectives‬‬ ‫‪ ‬ﺍﻷﻫﺪﺍﻑ ﺍﻟﺒﺤﺜﻴﺔ‪.‬‬
‫‪ Scientific research objectives‬‬ ‫‪ ‬ﺃﻫﺪﺍﻑ ﺧﺪﻣﺔ ﺍﻟﻤﺠﺘﻤﻊ‪.‬‬
‫‪ Serving society objectives‬‬ ‫‪ ‬ﺍﻷﻫﺪﺍﻑ ﺍﻟﻤﻬﺎﺭﻳﺔ‪.‬‬
‫‪ Skills objectives‬‬
‫ﺍﻷﻫﺪﺍﻑ‬

‫ﻳﻬﺪﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻟﺘﻌﺰﻳﺰ ﺍﻟﻘﺪﺭﺓ ﺍﻟﻤﻌﺮﻓﻴﺔ ﻭﺍﻟﺒﺤﺜﻴﺔ ﺍﻟﻨﺎﺗﺠﺔ ﻣﻦ ﺍﺣﺪﺙ ﺍﻻﺑﺤﺎﺙ ﺍﻟﻌﺎﻟﻤﻴﺔ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺫﻟﻚ ﻋﻦ ﻁﺮﻳﻖ ﺗﺤﻠﻴﻞ ﻭﺩﺭﺍﺳﺔ‬ ‫‪.١‬‬
‫ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ ‪ ،‬ﻭﻣﻌﺮﻓﺔ ﻫﻴﻜﻠﺔ ﺃﻧﻈﻤﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻴﺔ ﻭﺍﻟﺘﻘﻠﻴﺪﻳﺔ‪ ،‬ﻭﺳﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ‪.‬‬
‫ﻳﻬﺪﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺇﻟﻰ ﻓﻬﻢ ﻭ ﺗﺤﻠﻴﻞ ﺍﻟﺘﻐﻴﺮﺍﺕ ﺍﻟﺴﺮﻳﻌﺔ ﻣﻦ ﺍﻟﻨﺎﺣﻴﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﺍﻟﺘﻲ ﻗﺪ ﺗﻄﺮﺃ ﻋﻠﻰ ﻁﺒﻴﻌﺔ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭ ﺗﺘﺠﻠﻰ‬ ‫‪.٢‬‬
‫ﻓﻲ ﺳﻮﻕ ﺍﻷﻋﻤﺎﻝ ﻭ ﻓﻲ ﺑﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺤﻜﻮﻣﻴﺔ ﺑﻤﺎ ﻳﺘﻮﺍﻓﻖ ﻣﻊ ﺭﺅﻳﺔ ‪ ٢٠٣٠‬ﻭ ﺑﻤﺎ ﻳﺘﻨﺎﺳﺐ ﻣﻊ ﺑﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﺎﻟﻤﻴﺔ‪.‬‬
‫ﺗﻤﻜﻴﻦ ﺍﻟﻄﻼﺏ ﻣﻦ ﺗﻘﻴﻴﻢ ﻭ ﻧﻘﺪ ﺃﺑﺮﺯ ﻣﺸﺎﻛﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﻌﺎﺻﺮ ﻓﻲ ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﺴﻌﻮﺩﻳﺔ‪ ،‬ﻭﺗﺤﺪﻳﺪ ﺃﺑﺮﺯ ﺍﻟﻔﺮﺻﺎﻟﻤﻬﻤﺔ ﻻﺳﺘﺪﺍﻣﺔ‬ ‫‪.٣‬‬
‫ﺍﻷﻋﻤﺎﻝ ﻣﻦ ﻣﻨﻈﻮﺭ ﺃﻛﺎﺩﻳﻤﻲ ﻭ ﻋﻤﻠﻲ‪.‬‬
‫ﻳﻬﺪﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻟﺘﻌﺰﻳﺰ ﻗﺪﺭﺍﺕ ﺍﻟﻄﻼﺏ ﻓﻲ ﺟﻮﺍﻧﺐ ﻋﺪﺓ‪ ،‬ﻣﻨﻬﺎ ﺍﻋﺪﺍﺩ ﻭﺗﻨﻔﻴﺬ ﺍﺑﺤﺎﺙ ﺗﺴﻮﻳﻘﻴﺔ ﻣﺒﺘﻜﺮﺓ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﺣﺪﺙ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻻﺗﺨﺎﺫ‬ ‫‪.٤‬‬
‫ﻗﺮﺍﺭﺍﺕ ﺗﺴﻮﻳﻘﻴﺔ ﻭﺍﻗﻌﻴﺔ ﻣﺘﻌﻠﻘﺔ ﺑﺎﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ ﻭﺍﻟﻌﺎﻟﻤﻴﺔ ﺑﺪﺍﺧﻞ ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﺴﻌﻮﺩﻳﺔ‪.‬‬
‫ﻳﻬﺪﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻟﺘﺼﻤﻴﻢ ﻭﺗﻄﻮﻳﺮ ﺃﺣﺪﺙ ﺍﻟﻌﺮﻭﺽ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺑﺄﻋﻠﻰ ﺟﻮﺩﺓ ﻭﺍﻗﻞ ﺍﻟﺘﻜﺎﻟﻴﻒ ﺍﻓﻀﻞ ﺍﻟﻤﻘﺎﻳﻴﺲ ﺑﻤﺎ ﻳﺘﻮﺍﻓﻖ ﻣﻊ ﺍﺧﻼﻗﻴﺎﺕ ﺍﻟﻤﺠﺘﻤﻊ‬ ‫‪.٥‬‬
‫ﺍﻟﺴﻌﻮﺩﻱ‪.‬‬

‫‪٢‬‬
 ‫ ﻭﺗﻄﻮﻳﺮ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﺩﺍﺭﻳﺔ ﻭﺻﻘﻠﻬﺎ ﺑﻤﺎ ﻳﺼﺐ ﻓﻲ‬،‫ ﺗﻄﻮﻳﺮ ﻣﻬﺎﺭﺍﺕ ﺍﻟﻨﻘﺪ ﻭ ﺍﻟﺘﺤﻠﻴﻞ ﻟﻠﻄﻼﺏ ﻟﻔﻬﻢ ﻭ ﺇﺩﺭﺍﻙ ﺍﻟﻨﻈﺮﻳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬.٦
.‫ﻣﺼﻠﺤﺔﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺍﻟﺴﻌﻮﺩﻳﺔ ﻭ ﺩﻭﻝ ﺍﻟﺨﻠﻴﺞ ﺍﻟﻌﺮﺑﻲ ﻭ ﺍﻻﻗﺘﺼﺎﺩ ﺍﻟﻌﺎﻟﻤﻲ‬
‫ ﻳﻬﺪﻑ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻰ ﺧﻠﻖ ﺧﺮﻳﺠﻴﻦ ﺍﻛﻔﺎء ﻗﺎﺩﺭﻳﻦ ﻋﻠﻰ ﺗﻄﺒﻴﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻤﻜﺘﺴﺒﺔ ﻋﻠﻰ ﺍﺭﺽ ﺍﻟﻮﺍﻗﻊ ﻟﻠﻤﺴﺎﻫﻤﻪ ﻓﻲ ﺗﺤﻘﻴﻖ‬.٧
٢٠٣٠ ‫ﺭﺅﻳﺔ ﺍﻟﻤﻤﻠﻜﺔ‬

Objectives

1. To provide in-depth knowledge and learning from the latest research in marketing field
that enable students to critically analyze the changing offline and online consumer
behavior, digital marketing trends, and shifts in global marketing paradigms.

2. To understand and critically analyze the strategic and operational dynamics of the fast-
changing consumer, business, & government-marketing environment driven by Vision
2030 and global marketing environment.

3. Enable students to evaluate and solve complex marketing problems relevant to the
kingdom and identify opportunities from an academic, practical, and critical perspective,
which is vital for the sustainability of the business.

4. To enhance the scientific and professional research skills of students specific to local and
multinational companies within the kingdom.

5. Empower students to design and examine all the marketing offers and campaigns from
the ethical, sustainable and economical perspective for the betterment of Consumers,
Stakeholders and Society.
6. Develop advanced analytical skills of students to understand the theory of marketing, as
well as a broad range of practical managerial skills and knowledge for contributing to the
kingdom, GCC and a global economy.
7. Integrate and develop professional skills and problem-solving attitudes by
entrepreneurial innovations through marketing and business plans to contribute to Vision
2030 of the kingdom.
(Bench Marking) ‫( ﻣﺮﺟﻌﻴﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ‬٤)
‫ ﺑﺤﻴﺚ ﻳﻜﻮﻥ ﺑﺮﻧﺎﻣﺠﺎ ً ﻣﺮﺟﻌﻴﺎ ً ﻟﻠﺒﺮﻧﺎﻣﺞ‬،‫( ﻣﻦ ﺍﻟﺘﺮﺗﻴﺐ ﺍﻟﻌﺎﻟﻤﻲ‬٥٠) ‫ﻳﺠﺐ ﻣﻘﺎﺭﻧﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﻘﺘﺮﺡ ﺑﺂﺧﺮ ﻓﻲ ﺟﺎﻣﻌﺔ ﻋﺎﻟﻤﻴﺔ ﻻ ﻳﻘﻞ ﺗﺼﻨﻴﻒ ﺑﺮﻧﺎﻣﺠﻬﺎ ﻋﻦ ﺍﻟـ‬ 
.‫ﺍﻟﻤﻘﺘﺮﺡ‬

:‫ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺮﺟﻌﻲ‬ 

‫ ﺟﺎﻣﻌﺔ ﻭﻻﻳﺔ ﻣﺘﺸﻴﻐﺎﻥ‬:‫ﺍﻟﺠﺎﻣﻌﺔ‬
‫ ﻛﻠﻴﺔ ﺇﻻﻱ ﺑﺮﻭﺩ ﻟﻼﻗﺘﺼﺎﺩ‬:‫ﺍﻟﻜﻠﻴـــﺔ‬
‫ ﻣﺎﺟﺴﺘﻴﺮ‬:‫ﺍﻟﺪﺭﺟــﺔ ﺍﻟﻌﻠﻤﻴــﺔ‬
‫ ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ‬:‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﻌــﺎﻡ‬
‫ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﻤﺴﺘﻬﻠﻚ‬:‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬
‫ ﻭﺣﺪﺓ ﺩﺭﺍﺳﻴﺔ‬٣٤ :‫ﻋﺪﺩﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ‬

:‫ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺮﺟﻌﻲ‬ 

٣
 ‫ﺍﻟﺠﺎﻣﻌﺔ‪ :‬ﺍﻟﺠﺎﻣﻌﺔ ﺍﻷﻣﺮﻳﻜﻴﺔ ﺑﻮﺍﺷﻨﻄﻦ ﺩﻱ ﺳﻲ‬
‫ﺍﻟﻜﻠﻴـــﺔ‪ :‬ﻛﻠﻴﺔ ﻛﻮﺟﻮﺩ ﻟﻼﻗﺘﺼﺎﺩ‬
‫ﺍﻟﺪﺭﺟــﺔ ﺍﻟﻌﻠﻤﻴــﺔ‪ :‬ﻣﺎﺟﺴﺘﻴﺮ‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﻌــﺎﻡ‪ :‬ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‪:‬‬
‫‪ ‬ﻷﺯﻳﺎء ﻭﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﺎﺧﺮ‬
‫‪ ‬ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﺃﺟﻞ ﺍﻟﺘﻐﻴﻴﺮ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
‫‪ ‬ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ‬
‫‪ ‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻳﺎﺿﻲ‬
‫ﻋﺪﺩﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ‪ ٣٠ :‬ﻭﺣﺪﺓ ﺩﺭﺍﺳﻴﺔ‬

‫ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺮﺟﻌﻲ‪:‬‬ ‫‪‬‬

‫ﺍﻟﺠﺎﻣﻌﺔ‪ :‬ﺟﺎﻣﻌﺔ ‪HEC Paris‬‬
‫ﺍﻟﻜﻠﻴـــﺔ‪HEC Business School :‬‬
‫ﺍﻟﺪﺭﺟــﺔ ﺍﻟﻌﻠﻤﻴــﺔ‪MSc Marketing :‬‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﻌــﺎﻡ‪ :‬ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‪- :‬‬
‫ﻋﺪﺩﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ‪٣٠ :‬‬

‫)‪ (٥‬ﺑﺮﺍﻣﺞ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ ﺍﻟﺤﺎﻟﻴﺔ ﺍﻟﻤﻌﺘﻤﺪﺓ ﻓﻲ ﺍﻟﻘﺴﻢ‬

‫ﻻﻳﻮﺟﺪ‬

‫)‪ (٦‬ﺷﺮﻭﻁ ﺇﺿﺎﻓﻴﺔ ﻟﻠﻘﺒﻮﻝ ﻓﻲ ﺍﻟﺒﺮﻧﺎﻣﺞ‬

‫رة ﻓﻲ ﺍﻟﺒﺎﺏ ﺍﻟﺨﺎﻣﺲ ﺍﻟﻤﻌﻨﻮﻥ ﺑـ"ﺍﻟﻘﺒﻮﻝ ﻭﺍﻟﺘﺴﺠﻴﻞ"‬ ‫ﻋﻠ ﻬﺎ اﻟﻼﺋ ﺔ اﻟ ﺣ ة ﻟﻠ راﺳﺎت اﻟﻌﻠ ﺎ وﻗ اﻋ ﻫﺎ اﻟ ﻔ ﺔ ﺎﻟ ﺎﻣﻌﺔ‪ ،‬واﻟ‬ ‫ﺗ ﻓﻘ اﻟ و اﻟ ﻲ ﻟ َﺗ‬ ‫‪‬‬
‫ﻭﺍﻟﻤﺘﻮﻓﺮﺓ ﻋﻠﻰ ﻣﻮﻗﻊ ﺍﻟﻌﻤﺎﺩﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‪.‬‬
‫ﺟﻴﺪ ﺟﺪﺍ ً‬ ‫ﺍﻟﺘﻘﺪﻳﺮ ﺍﻟﻤﻄﻠﻮﺏ‬
‫ﺍﻟﺘﺨﺼـﺼﺎﺕ ﺍﻟﻤﻄﻠﻮﺑـﺔ‬
‫ﺟﻤﻴﻊ ﺍﻟﺘﺨﺼﺼﺎﺕ‬
‫ﻟﻠﺪﺭﺟﺔ ﺍﻟﻤﺘﻘﺪﻡ ﺇﻟﻴﻬﺎ‬

‫‪٤‬‬
‫‪TOEFL: minimum score of 500 points for the paper based test or 70 on the Internet based Test‬‬ ‫ﺩﺭﺟﺔ ﺍﻟﻠﻐﺔ ﺍﻟﻤﻄﻠﻮﺑﺔ‬
‫‪(IBT),‬‬
‫‪TOEFL / IBT‬‬

‫ﻻ ﻳﻮﺟﺪ‬
‫ﺷــﺮﻭﻁ ﺃﺧــﺮﻯ‬

‫)‪ (٧‬ﺍﻟﺮﺳﻮﻡ ﺍﻟﺪﺭﺍﺳﻴﺔ‬

‫)ﺧﺎﺹ ﺑﺎﻟﺒﺮﺍﻣﺞ ﺍﻟﻤﻬﻨﻴﺔ ﻣﺪﻓﻮﻋﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ ﻓﻘﻂ(‬
‫‪64000‬‬ ‫ﺍﻟﺘﻜﻠﻔﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ‬ ‫‪36‬‬ ‫ﺇﺟﻤﺎﻟﻲ ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ‬ ‫‪1777.77‬‬ ‫ﺗﻜﻠﻔﺔ ﺍﻟﻮﺣﺪﺓ ﺍﻟﺪﺭﺍﺳﻴﺔ ﺍﻟﻮﺍﺣﺪﺓ‬

‫)‪ (٨‬ﺗﺼﻨﻴﻒ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻓﻲ ﻭﺯﺍﺭﺓ ﺍﻟﺨﺪﻣﺔ ﺍﻟﻤﺪﻧﻴﺔ ‪ /‬ﺍﻟﻬﻴﺌﺔ ﺍﻟﺴﻌﻮﺩﻳﺔ ﻟﻠﺘﺨﺼﺼﺎﺕ ﺍﻟﺼﺤﻴﺔ‬
‫ﺍﻹﻳﻀﺎﺡ‪:‬‬

‫‪ ‬ﻣﺼﻨﻒ‬
‫‪ ‬ﻏﻴﺮ ﻣﺼﻨﻒ‬

‫)‪ (٩‬ﺍﻟﺠﻬﺎﺕ ﺍﻟﻤﺴﺘﻔﻴﺪﺓ ﻭﻅﻴﻔﻴﺎ ً‬

‫ﯾ اﻋﻰ ﺗﺤﺪﻳﺪ ﺍﻟﺠﻬﺎﺕ ﺑﺪﻗﺔ ﺩﻭﻥ ﻋﻤﻮﻣﻴﺎﺕ‪ ،‬ﻷﻫﻤﻴﺔ ﺫﻟﻚ ﻓﻲ ﺗﺼﻨﻴﻒ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫‪‬‬

‫‪ .١‬ﺍﻟﻮﺯﺍﺭﺍﺕ ﻭﺍﻟﻬﻴﺌﺎﺕ ﺍﻟﺤﻜﻮﻣﻴﺔ‪ .‬ﻣﺜﻞ )ﻭﺯﺍﺭﺓ ﺍﻟﺘﺠﺎﺭﺓ‪ ،‬ﻫﻴﺌﺔ ﺍﻻﺳﺘﺜﻤﺎﺭ‪ ،‬ﺍﻟﻬﻴﺌﺔ ﺍﻟﻌﺎﻣﻪ ﻟﻠﺘﺮﻓﻴﻪ ﻭﻏﻴﺮﻫﺎ(‬
‫‪ .٢‬ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﻤﻤﻠﻮﻛﺔ ﻟﻠﺪﻭﻟﺔ ﻣﺜﻞ ﺳﺎﺑﻚ‪ ،‬ﺍﺭﺍﻣﻜﻮ ﻭﺍﻟﺨﻄﻮﻁ ﺍﻟﺴﻌﻮﺩﻳﺔ‪.‬‬
‫‪ .٣‬ﺍﻗﺴﺎﻡ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺷﺮﻛﺎﺕ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺨﺎﺹ‬
‫‪ .٤‬ﺷﺮﻛﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺗﺼﺎﻻﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫‪ .٥‬ﻗﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻪ ﻭﺍﻟﻔﻨﺪﻗﻪ‬

‫)‪ (١٠‬ﻫﻞ ﺗﻮﺟﺪ ﺑﺮﺍﻣﺞ ﻣﺸﺎﺑﻪ ﺃﻭ ﻣﺴﺎﺭﺍﺕ ﻟﻠﺒﺮﻧﺎﻣﺞ ﻓﻲ ﺇﺣﺪﻯ ﻛﻠﻴﺎﺕ ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ؟‬
‫ﺗﻔﺎﺻ ﻞ اﻟ ﻧﺎﻣﺞ‪.‬‬ ‫ﻓﻲ ﺣﺎﻟﺔ اﻹﺟﺎ ﺔ )ﺑ ﻌ ( ﺗ‬ ‫‪‬‬

‫‪٥‬‬
 ‫‪ ‬ﻧﻌﻢ‬

‫‪‬ﻻ‬

‫‪ ‬ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺸﺎﺑﻬﺔ‪:‬‬

‫ﺍﻟﻜﻠﻴـــﺔ‪:‬‬
‫ﺍﻟﻘﺴﻢ‪:‬‬
‫ﺍﺳﻢ ﺍﻟﺒﺮﻧﺎﻣﺞ‪:‬‬

‫)‪ (١١‬ﻫﻞ ﺗﻮﺟﺪ ﺑﺮﺍﻣﺞ ﻣﺸﺎﺑﻬﺔ ﻟﻠﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﻘﺘﺮﺡ ﻓﻲ ﺟﺎﻣﻌﺎﺕ ﺍﻟﻤﻤﻠﻜﺔ ﺍﻷﺧﺮﻯ ﻣﻦ ﺣﻴﺚ ﺍﻻﺳﻢ ﻭﺍﻟﻤﺤﺘﻮﻯ؟‬

‫‪ ‬ﻧﻌﻢ‬

‫‪‬ﻻ‬

‫‪ ‬ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺸﺎﺑﻬﺔ‪:‬‬

‫ﺍﻟﺠﺎﻣﻌﺔ‪:‬‬
‫ﺍﻟﻜﻠﻴـــﺔ‪:‬‬
‫ﺍﻟﻘﺴﻢ‪:‬‬
‫ﺍﺳﻢ ﺍﻟﺒﺮﻧﺎﻣﺞ‬

‫)‪ (١٢‬ﺍﻟﺴﻤﺎﺕ ﺍﻟﻤﻤﻴﺰﺓ ﻟﻠﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﻘﺘﺮﺡ ﻋﻦ ﻏﻴﺮﻩ ﻣﻦ ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﻤﺸﺎﺑﻬﺔ ﻓﻲ ﺟﺎﻣﻌﺎﺕ ﺍﻟﻤﻤﻠﻜﺔ ﺇﻥ ﻭﺟﺪ‬

‫ﻻ ﻳﻮﺟﺪ‬

‫)‪ (١٣‬ﺍﻟﺨﺒﺮﺓ ﺍﻟﻌﻠﻤﻴﺔ ﻟﻠﻘﺴﻢ‬

‫ﻋﺪﺩ ﺍﻟﻤﺘﺨﺮﺟﻴﻦ ﺧﻼﻝ ﺍﻟﺨﻤﺲ ﺳﻨﻮﺍﺕ‬
‫ﺃﻋﺪﺍﺩ ﺍﻟﻤﻠﺘﺤﻘﻴﻦ ﺣﺎﻟﻴﺎ ً‬ ‫ﺗﺎﺭﻳﺦ ﺑﺪﺍﻳﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫ﺍﻟﺒﺮﻧﺎﻣﺞ‬
‫ﺍﻷﺧﻴﺮﺓ‬

‫‪٤٤٠‬‬ ‫‪١١٠‬‬ ‫‪١٤٣٢\٥\٤‬ﻫــ‬ ‫ﺑﻜﺎﻟﻮﺭﻳﻮﺱ‬

‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫ﺩﺑﻠﻮﻡ ﻋﺎﻟﻲ‬

‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫ﻣﺎﺟﺴﺘﻴﺮ‬

‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫ﺩﻛﺘﻮﺭﺍﻩ‬

‫‪٦‬‬
 ‫)‪ (١٤‬ﺟﺪﻭﻝ ﺃﻋﻀﺎء ﻫﻴﺌﺔ ﺍﻟﺘﺪﺭﻳﺲ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪1441 / 1442 :‬ﻫـ )ﻳﻜﻮﻥ ﺍﻟﺘﺴﻠﺴﻞ ﻭﻓﻘﺎ ﻟﻠﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ(‬
‫ﺳﻨﺔ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ‬
‫ﺍﻟﺠﻨﺴﻴﺔ‬ ‫ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻤﺎﻧﺤﺔ ﻟﻠﺪﻛﺘﻮﺭﺍﻩ ‪ /‬ﺍﻟﺪﻭﻟﺔ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫ﺍﻟﺪﻛﺘﻮﺭﺍﻩ‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪١٩٨٢‬‬ ‫ﺟﺎﻣﻌﺔ ﺍﻟﻘﺎﻫﺮﺓ ‪ /‬ﻣﺼﺮ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ‬ ‫ﻳﺎﺳﺮ ﺍﻟﺨﻄﻴﺐ‬ ‫‪1‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪١٩٩١‬‬ ‫ﺟﺎﻣﻌﺔ ﻻﻧﻜﺴﺘﺮ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ‬ ‫ﺣﺒﻴﺐ ﺍﻟﻠﻪ ﺗﺮﻛﺴﺘﺎﻧﻲ‬ ‫‪٢‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪١٩٩٢‬‬ ‫ﺟﺎﻣﻌﺔ ﻻﻧﻜﺴﺘﺮ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ – ﺳﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ‬ ‫ﺃﺳﺘﺎﺫ‬ ‫ﻁﺎﺭﻕ ﺧﺰﻧﺪﺍﺭ‬ ‫‪٣‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪١٩٩٢‬‬ ‫ﺟﺎﻣﻌﺔ ﻫﺪﺭﺯﻓﻴﻠﺪ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ‬ ‫ﺭﻋﺪ ﺣﺒﻴﺐ‬ ‫‪٤‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪٢٠١٣‬‬ ‫ﺟﺎﻣﻌﺔ ﺑﺮﻭﻧﻴﻞ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﺗﻤﻴﻢ ﺍﻟﺒﺴﺎﻡ‬ ‫‪٥‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪٢٠١٤‬‬ ‫ﺟﺎﻣﻌﺔ ﻏﺮﺏ ﺳﻴﺪﻧﻲ ‪ /‬ﺃﺳﺘﺮﺍﻟﻴﺎ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ‬ ‫ﺳﻌﻴﺪ ﺑﺎﺩﻏﻴﺶ‬ ‫‪٦‬‬
‫ﺑﺎﻛﺴﺘﺎﻧﻲ‬ ‫‪٢٠١٥‬‬ ‫ﺟﺎﻣﻌﺔ ﺇﻗﺮﺃ ‪ /‬ﺑﺎﻛﺴﺘﺎﻥ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﻳﺎﺳﺮ ﺳﻮﻣﺮﻭ‬ ‫‪٧‬‬
‫ﺳﻌﻮﺩﻱ‬ ‫‪٢٠١٧‬‬ ‫ﺟﺎﻣﻌﺔ ﺑﺮﻭﻧﻴﻞ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ – ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﻳﺎﺳﺮ ﺑﺎﻋﺸﻦ‬ ‫‪٨‬‬

‫‪٧‬‬
 ‫‪1441 / 1442‬ﻫـ )ﻳﻜﻮﻥ ﺍﻟﺘﺴﻠﺴﻞ ﻭﻓﻘﺎ ﻟﻠﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ(‬ ‫)‪ (١٥‬ﺟﺪﻭﻝ ﻋﻀﻮﺍﺕ ﻫﻴﺌﺔ ﺍﻟﺘﺪﺭﻳﺲ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪:‬‬
‫ﺳﻨﺔ ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ‬
‫ﺍﻟﺠﻨﺴﻴﺔ‬ ‫ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻤﺎﻧﺤﺔ ﻟﻠﺪﻛﺘﻮﺭﺍﻩ ‪ /‬ﺍﻟﺪﻭﻟﺔ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫ﺍﻟﺪﻛﺘﻮﺭﺍﻩ‬
‫ﺳﻌﻮﺩﻳﺔ‬ ‫‪٢٠٠٢‬‬ ‫ﺟﺎﻣﻌﺔ ﻫﺪﺭﺯﻓﻴﻠﺪ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ‬ ‫ﻧﻌﻴﻤﺔ ﺑﻮﻗﺮﻱ‬ ‫‪١‬‬
‫ﺳﻌﻮﺩﻳﺔ‬ ‫‪٢٠٠٥‬‬ ‫ﺟﺎﻣﻌﺔ ﻧﻮﺗﻨﻘﻬﺎﻡ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﺷﺬﺍ ﻋﺰﻱ‬ ‫‪٢‬‬
‫ﺳﻌﻮﺩﻳﺔ‬ ‫‪٢٠٠٧‬‬ ‫ﺟﺎﻣﻌﺔ ﻫﺪﺭﺯﻓﻴﻠﺪ ‪ /‬ﺍﻟﻤﻤﻠﻜﺔ ﺍﻟﻤﺘﺤﺪﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ‬ ‫ﻧﺠﺎﺡ ﺳﻼﻣﺔ‬ ‫‪٣‬‬
‫ﻫﻨﺪﻳﺔ‬ ‫‪٢٠١٠‬‬ ‫ﺟﺎﻣﻌﺔ ﺃﻟﻴﻘﺮﻩ ﺍﻹﺳﻼﻣﻴﺔ ‪ /‬ﺍﻟﻬﻨﺪ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﺃﺳﻤﺎء ﺯﻫﻴﺮ‬ ‫‪٤‬‬

‫‪٨‬‬
 ‫)‪ (١٦‬ﺟﺪﻭﻝ ﺍﻟﻤﺤﺎﺿﺮﻭﻥ ﻭﺍﻟﻤﻌﻴﺪﻭﻥ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪1441 / 1442 :‬ﻫـ‬
‫ﻳﺬﻛﺮ ﺇﻥ ﻛﺎﻥ ﻣﺒﺘﻌﺜﺎ‬ ‫ﺳﻨﺔ ﺍﻟﺘﺨﺮﺝ‬ ‫ﺍﻟﺠﺎﻣﻌﺔ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫ﻣﺒﺘﻌﺚ‬ ‫‪٢٠١٤‬‬ ‫ﺍﻳﺴﺘﺮﻥ ﻭﺍﺷﻨﻄﻦ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﻋﻘﻴﻞ ﻓﻴﺼﻞ ﻛﺪﺳﺔ‬ ‫‪١‬‬
‫ﻣﺒﺘﻌﺚ‬ ‫‪٢٠١٥‬‬ ‫ﺑﺎﺑﺴﻮﻥ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﻭﺍﺋﻞ ﻋﻤﺮ ﻣﺆﺫﻥ‬ ‫‪٢‬‬
‫‪٢٠١٥‬‬ ‫ﻧﻴﺎﺟﺮﺍ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﻣﺤﻤﺪ ﺍﻟﺴﻠﻴﻤﻲ‬ ‫‪٣‬‬
‫‪٢٠١٨‬‬ ‫ﺳﺎﻧﺖ ﺟﻮﺯﻳﻒ ‪ -‬ﻓﻴﻼﺩﻟﻔﻴﺎ‬ ‫ﻣﻌﻴﺪ‬ ‫ﻓﻮﺯﺍﻥ ﺍﻟﻔﺮﺷﻮﻁﻲ‬ ‫‪٤‬‬

‫)‪ (١٧‬ﺟﺪﻭﻝ ﺍﻟﻤﺤﺎﺿﺮﺍﺕ ﻭﺍﻟﻤﻌﻴﺪﺍﺕ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪1441 / 1442 :‬ﻫـ‬

‫ﻳﺬﻛﺮ ﺇﻥ ﻛﺎﻥ ﻣﺒﺘﻌﺜﺎ‬ ‫ﺳﻨﺔ ﺍﻟﺘﺨﺮﺝ‬ ‫ﺍﻟﺠﺎﻣﻌﺔ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴﺔ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫‪١٩٩٩‬‬ ‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺃﻣﻞ ﺗﺮﻛﺴﺘﺎﻧﻲ‬ ‫‪١‬‬
‫‪٢٠٠٦‬‬ ‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺟﻴﻬﺎﻥ ﻓﻜﻬﺎﻧﻲ‬ ‫‪٢‬‬
‫‪٢٠٠٨‬‬ ‫ﺟﺎﻣﻌﺔ ﺳﺘﺮﺍﺛﻜﻼﻳﺪ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﻟﻤﺎ ﻓﻄﺎﻧﻲ‬ ‫‪٣‬‬
‫‪٢٠١١‬‬ ‫ﺟﺎﻣﻌﺔ ﻛﺎﺭﺩﻳﻒ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺳﺠﻰ ﺷﻌﺒﻴﻦ‬ ‫‪٤‬‬
‫‪٢٠١٣‬‬ ‫ﺟﺎﻣﻌﺔ ﺑﺎﺭﻱ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺩﺍﻧﻪ ﺁﻝ ﺍﻟﺸﻴﺦ‬ ‫‪٥‬‬
‫ﻣﺒﺘﻌﺚ‬ ‫‪٢٠١٥‬‬ ‫ﻓﻠﻮﺭﻳﺪﺍ ﺍﺗﻼﻧﺘﻚ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺃﺑﺮﺍﺭ ﺳﻤﻴﺮ ﺧﻴﺎﻁ‬ ‫‪٦‬‬
‫‪٢٠١٥‬‬ ‫ﺟﺎﻣﻌﺔ ﻛﻠﻴﻒ ﻻﻧﺪ‬ ‫ﻣﺤﺎﺿﺮ‬ ‫ﺳﻤﻴﺤﺔ ﺧﻨﺪﺍﺭ‬ ‫‪٧‬‬
‫‪٢٠١٥‬‬ ‫ﺟﺎﻣﻌﺔ ﻛﻠﻴﻔﻼﻧﺪ‬ ‫ﻣﻌﻴﺪ‬ ‫ﻧﺪﻯ ﺍﻟﻌﻤﻮﺩﻱ‬ ‫‪٨‬‬
‫‪٢٠١٥‬‬ ‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ‬ ‫ﻣﻌﻴﺪ‬ ‫ﺭﻭﺍﻥ ﺍﻟﻐﺎﻣﺪﻱ‬ ‫‪٩‬‬
‫‪٢٠١٦‬‬ ‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ‬ ‫ﻣﻌﻴﺪ‬ ‫ﺩﺍﻧﻴﺔ ﺍﻟﻌﻤﻮﺩﻱ‬ ‫‪١٠‬‬
‫‪٢٠١٧‬‬ ‫ﺟﺎﻣﻌﺔ ﻓﻠﻮﺭﻳﺪﺍ‬ ‫ﻣﻌﻴﺪ‬ ‫ﺑﺴﻤﻪ ﻁﻮﻳﺮﺏ‬ ‫‪١١‬‬

‫‪٩‬‬
 ‫)‪ (١٨‬ﺟﺪﻭﻝ ﺍﻟﻔﻨﻴﻮﻥ ﻭﺍﻹﺩﺍﺭﻳﻮﻥ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪1441 / 1442 :‬ﻫـ‬
‫ﺍﻟﻌﻤﻞ ﺍﻟﺤﺎﻟﻲ‬ ‫ﻋﺪﺩ ﺳﻨﻮﺍﺕ ﺍﻟﺨﺒﺮﺓ‬ ‫ﺍﻟﻤﺆﻫﻞ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫ﺳﻜﺮﺗﻴﺮ ﻗﺴﻢ ﺍﻟﺘﺴﻮﻳﻖ‬ ‫‪١٣‬‬ ‫ﻣﺎﺟﺴﺘﻴﺮ‬ ‫ﻣﺤﻤﺪ ﺍﻟﻘﺤﻄﺎﻧﻲ‬ ‫‪١‬‬

‫)‪ (١٩‬ﺟﺪﻭﻝ ﺍﻟﻔﻨﻴﺎﺕ ﻭﺍﻹﺩﺍﺭﻳﺎﺕ ﺑﺎﻟﻘﺴﻢ ﻟﻠﻌﺎﻡ ﺍﻟﺪﺭﺍﺳﻲ‪1441 / 1442 :‬ﻫـ‬

‫ﺍﻟﻌﻤﻞ ﺍﻟﺤﺎﻟﻲ‬ ‫ﻋﺪﺩ ﺳﻨﻮﺍﺕ ﺍﻟﺨﺒﺮﺓ‬ ‫ﺍﻟﻤﺆﻫﻞ‬ ‫ﺍﻻﺳﻢ‬ ‫ﻡ‬
‫ﺳﻜﺮﺗﻴﺮﺓ ﻗﺴﻤﻲ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﻭﺍﻟﺘﻤﻮﻳﻞ‬
‫‪١٦‬‬ ‫ﺑﻜﺎﻟﻮﺭﻳﺲ ﺩﺭﺍﺳﺎﺕ ﺍﺳﻼﻣﻴﺔ‬ ‫ﺗﺮﻗﺔ ﺯﺍﺑﻦ ﺍﻟﻤﺴﻌﻮﺩﻱ‬ ‫‪١‬‬

‫‪١٠‬‬
 ‫)‪ (٢٠‬ﻣﻌﺎﻣﻞ ﺍﻟﻘﺴﻢ ﺍﻟﺤﺎﻟﻴﺔ ﺍﻟﺘﻲ ﺳﻮﻑ ﺗﺨﺪﻡ ﺍﻟﺒﺮﻧﺎﻣﺞ‬

‫ﺍﻟﺴﻌﺔ )ﻋﺪﺩ ﺍﻟﻄﻼﺏ(‬ ‫ﺍﺳﻢ ﺍﻟﻤﻌﻤﻞ‬ ‫ﻡ‬

‫‪٢٥‬‬ ‫ﻣﻌﻤﻞ ﺍﻟﺤﺎﺳﺐ ﺍﻻﻟﻲ ﺑﻜﻠﻴﺔ ﺍﻻﻗﺘﺼﺎﺩ ﻭﺍﻻﺩﺍﺭﺓ‬ ‫‪١‬‬

‫‪٢‬‬
‫‪٣‬‬
‫‪٤‬‬
‫‪٥‬‬
‫‪٦‬‬
‫‪٧‬‬
‫‪٨‬‬
‫‪٩‬‬
‫‪١٠‬‬

‫‪(20) Labs‬‬

‫‪Capacity‬‬
‫‪Item‬‬ ‫‪Labs Name‬‬
‫)‪(No.of Students‬‬

‫‪1‬‬ ‫‪Computer lab in the Faculty of Business and Administration‬‬ ‫‪25‬‬

‫‪2‬‬
‫‪3‬‬
‫‪4‬‬
‫‪5‬‬
‫‪6‬‬
‫‪7‬‬
‫‪8‬‬
‫‪9‬‬
‫‪10‬‬

‫‪١١‬‬
 ‫)‪ (٢١‬ﺍﻟﻤﻌﺎﻣﻞ ﺍﻟﻤﻘﺘﺮﺡ ﺇﻧﺸﺎﺅﻫﺎ ﻭﻻ ﺗﺆﺛﺮ ﻋﻠﻰ ﺑﺪء ﺍﻟﺒﺮﻧﺎﻣﺞ‬
‫ﺍﻟﺘﺎﺭﻳﺦ ﺍﻟﻤﺘﻮﻗﻊ‬
‫ﺍﺳﻢ ﺍﻟﻤﻌﻤﻞ‬ ‫ﻡ‬
‫ﻟﺒﺪء ﺍﻟﺘﺸﻐﻴﻞ‬
‫ﻻ ﻳﺘﻄﻠﺐ ﺣﺎﻟﻴﺎ‬ ‫‪١‬‬
‫‪٢‬‬
‫‪٣‬‬
‫‪٤‬‬
‫‪٥‬‬
‫‪٦‬‬
‫‪٧‬‬
‫‪٨‬‬
‫‪٩‬‬
‫‪١٠‬‬

‫‪(21) Suggested Labs‬‬

‫‪Item‬‬ ‫‪Labs Name‬‬ ‫‪Start Date‬‬

‫‪1‬‬ ‫‪Not required in the current time‬‬
‫‪2‬‬
‫‪3‬‬
‫‪4‬‬
‫‪5‬‬
‫‪6‬‬
‫‪7‬‬
‫‪8‬‬
‫‪9‬‬
‫‪10‬‬

‫)‪ (٢٢‬ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻟﻠﺪﺭﺟﺔ ﺍﻟﻌﻠﻤﻴﺔ ﻭﻓﻘﺎ ً ﻟﻼﺋﺤﺔ‬

‫‪ ‬ﻳﺠﺐ ﺍﻻﻁﻼﻉ ﻋﻠﻰ ﺍﻟﺤﺪﻭﺩ ﺍﻟﺪﻧﻴﺎ ﻭﺍﻟﻘﺼﻮﻯ ﻟﻠﻮﺣﺪﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻓﻲ ﺍﻟﻤﺎﺩﺓ )‪ (٨‬ﻭﻗﻮﺍﻋﺪﻫﺎ ﺍﻟﺘﻨﻔﻴﺬﻳﺔ ﻣﻦ ﺍﻟﻼﺋﺤﺔ ﺍﻟﻤﻮﺣﺪﺓ ﻟﻠﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ ﻭﻗﻮﺍﻋﺪﻫﺎ ﺍﻟﺘﻨﻔﻴﺬﻳﺔ ﺑﺠﺎﻣﻌﺔ‬
‫ﺍﻟﻤﻠﻚ ﻋﺒﺪﺍﻟﻌﺰﻳﺰ‪.‬‬
‫‪ ‬ﻳﺠﺐ ﺃﻥ ﻳﺘﻀﻤﻦ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻣﻮﺍﺩﺍ ً ﺍﺧﺘﻴﺎﺭﻳﺔ ﻣﻦ ﺩﺍﺧﻞ ﻭﺧﺎﺭﺝ ﺍﻟﻘﺴﻢ ﺑﺤﻴﺚ ﻻ ﺗﻘﻞ ﻋﻦ ‪ % 25‬ﻣﻦ ﻣﻘﺮﺭﺍﺕ ﺍﻟﺒﺮﻧﺎﻣﺞ‪.‬‬
‫‪ ‬ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﻫﻨﺎﻙ ﻣﻘﺮﺭ ﺣﺮ ﻣﻦ ﺑﻴﻦ ﺍﻟﻤﻮﺍﺩ ﺍﻻﺧﺘﻴﺎﺭﻳﺔ‪ ،‬ﺫﻭ ﻋﻼﻗﺔ ﺑﺎﻟﺘﺨﺼﺺ‪ ،‬ﻭﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﻣﻦ ﺧﺎﺭﺝ ﺍﻟﻘﺴﻢ‪ ،‬ﻭﻳﻔﻀﻞ ﺃﻥ ﻳﻜﻮﻥ ﻣﻦ ﺧﺎﺭﺝ ﺍﻟﻜﻠﻴﺔ‪.‬‬

‫ﻋﺪﺩ ﻭﺣﺪﺍﺕ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻻﺧﺘﻴﺎﺭﻳﺔ‬ ‫ﻋﺪﺩ ﻭﺣﺪﺍﺕ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻹﺟﺒﺎﺭﻳﺔ‬

‫ﻣﻘﺮﺭ ﺣـﺮ‬ ‫ﻣﻘﺮﺭﺍﺕ ﻣﻦ ﺧﺎﺭﺝ ﺍﻟﻘﺴﻢ‬ ‫ﻣﻘﺮﺭﺍﺕ ﻣﻦ ﺩﺍﺧﻞ ﺍﻟﻘﺴﻢ‬

‫‪-‬‬ ‫‪٣‬‬ ‫‪6‬‬ ‫‪٢٤‬‬

‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ ﺍﻹﺟﻤﺎﻟﻴﺔ‬ ‫ﻋﺪﺩ ﻭﺣﺪﺍﺕ ﺍﻟﺮﺳﺎﻟﺔ ﺃﻭﺍﻟﻤﺸﺮﻭﻉ ﺍﻟﺒﺤﺜﻲ‬

‫‪36‬‬ ‫‪٣‬‬

‫‪١٢‬‬
 (List of Courses) ‫( ﻗﺎﺋﻤﺔ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ‬٢٣)
‫ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻹﺟﺒﺎﺭﻳﺔ ﺛﻢ ﺍﻻﺧﺘﻴﺎﺭﻳﺔ ﺛﻢ ﺍﻟﻤﺸﺮﻭﻉ ﺍﻟﺒﺤﺜﻲ ﺃﻭ ﺍﻟﺮﺳﺎﻟﺔ‬:‫ ﻳﺠﺐ ﻛﺘﺎﺑﺔ ﺍﻟﻤﻘﺮﺭﺍﺕ ﻣﺮﺗﺒﺔ ﻭﻓﻘﺎ ﻟﻠﺘﺎﻟﻲ‬
‫ﺍﻟﻤﺘﻄﻠﺐ ﺍﻟﺴﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﺴﺎﻋﺎﺕ‬ Course
Course Title ‫ﺍﺳﻢ ﺍﻟﻤﻘﺮﺭ‬ ‫ﺭﻣﺰ ﻭ ﺭﻗﻢ ﺍﻟﻤﻘﺮﺭ‬
(Prerequisite) (No. of Hours) Code
‫ﻧﻮﻉ ﺍﻟﻤﻘﺮﺭ‬

(Th.) ‫ﻧﻈﺮﻱ‬
(Pr.) ‫ﻋﻤﻠﻲ‬
(Clinical)
(Credits)
Couse type

‫ﺳﺮﻳﺮﻱ‬
‫ﺍﻟﻤﻌﺘﻤﺪ‬
English ‫ﻋﺮﺑﻲ‬ English ‫ﻋﺮﺑﻲ‬ English ‫ﻋﺮﺑﻲ‬

/‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
NIL ‫ﻻﻳﻮﺟﺪ‬ ٣ Contemporary Marketing ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﻌﺎﺻﺮ‬ ٦٠١ ‫ﺳﻮﻗﺖ‬
Compulsory 601
/‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
NIL ‫ﻻ ﻳﻮﺟﺪ‬ ٣ Advanced Consumer Behavior ‫ﺳﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻤﺘﻘﺪﻡ‬ ٦٠٢ ‫ﺳﻮﻗﺖ‬
Compulsory 602
/‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
NIL ‫ﻻ ﻳﻮﺟﺪ‬ ٣ Digital Marketing ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻲ‬ ٦٠٣ ‫ﺳﻮﻗﺖ‬
Compulsory 603
/‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
NIL ‫ﻻ ﻳﻮﺟﺪ‬ ٣ Financial Aspects of Marketing ‫ﺍﻟﻨﻮﺍﺣﻲ ﺍﻟﻤﺎﻟﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ‬ ٦٠٤ ‫ﺳﻮﻗﺖ‬
Compulsory 604
MRKTE /‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
٦٠١ ‫ﺳﻮﻗﺖ‬ ٣ Marketing Research ‫ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ‬ ٦٠٧ ‫ﺳﻮﻗﺖ‬
601 Compulsory 607
MRKTE /‫ﺍﺟﺒﺎﺭﻱ‬ Integrated Marketing MRKTE
٦٠٣ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺍﻻﺗﺼﺎﻻﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﻤﺘﻜﺎﻣﻠﺔ‬ ٦١٠ ‫ﺳﻮﻗﺖ‬
603 Compulsory Communication 610
MRKTE /‫ﺍﺟﺒﺎﺭﻱ‬ Strategic Marketing MRKTE
٦١٠ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺍﺩﺍﺭﺓ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬ ٦١١ ‫ﺳﻮﻗﺖ‬
610 Compulsory Management 611
MRKTE /‫ﺍﺟﺒﺎﺭﻱ‬ MRKTE
٦٠٤ ‫ﺳﻮﻗﺖ‬ ٣ Marketing for Entrepreneurs ‫ﺍﻟﺘﺴﻮﻳﻖ ﻟﺮﻳﺎﺩﻱ ﺍﻻﻋﻤﺎﻝ‬ ٦١٢ ‫ﺳﻮﻗﺖ‬
604 Compulsory 612
MRKTE
601 & ٦٠١ ‫ﺳﻮﻗﺖ‬ /‫ﺍﺧﺘﻴﺎﺭﻱ‬ MRKTE
٦٠٢ ‫ﺳﻮﻗﺖ‬
٣
Elective
Advanced Applied Marketing ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺘﻄﺒﻴﻘﻲ ﺍﻟﻤﺘﻘﺪﻡ‬ ٦٠٨ ‫ﺳﻮﻗﺖ‬
MRKTE 608
602

١٣

‫ﺍﻟﻤﺘﻄﻠﺐ ﺍﻟﺴﺎﺑﻖ‬
‫)‪(Prerequisite‬‬
‫ﺗﺎﺑﻊ ﻗﺎﺋﻤﺔ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ )‪(List of Courses‬‬
‫‪ ‬ﻳﺠﺐ ﺃﻥ ﺗﻜﺘﺐ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺑﺎﻟﺘﺮﺗﻴﺐ ﺍﻟﺘﺎﻟﻲ‪ :‬ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻹﺟﺒﺎﺭﻳﺔ‪ ،‬ﺛﻢ ﺍﻻﺧﺘﻴﺎﺭﻳﺔ‪ ،‬ﺛﻢ ﺍﻟﺮﺳﺎﻟﺔ ﺃﻭ ﺍﻟﻤﺸﺮﻭﻉ ﺍﻟﺒﺤﺜﻲ‬
‫ﻋﺪﺩ ﺍﻟﺴﺎﻋﺎﺕ‬
‫‪Course Title‬‬ ‫ﺍﺳﻢ ﺍﻟﻤﻘﺮﺭ‬ ‫‪Course Code‬‬ ‫ﺭﻣﺰ ﻭ ﺭﻗﻢ ﺍﻟﻤﻘﺮﺭ‬
‫)‪(No. of Hours‬‬
‫ﻧﻮﻉ ﺍﻟﻤﻘﺮﺭ‬

‫ﻧﻈﺮﻱ )‪(Th.‬‬
‫ﻋﻤﻠﻲ )‪(Pr.‬‬
‫)‪(Clinical‬‬
‫)‪(Credits‬‬
‫‪Couse type‬‬

‫ﺳﺮﻳﺮﻱ‬
‫ﺍﻟﻤﻌﺘﻤﺪ‬
‫‪English‬‬ ‫ﻋﺮﺑﻲ‬ ‫‪English‬‬ ‫ﻋﺮﺑﻲ‬ ‫‪English‬‬ ‫ﻋﺮﺑﻲ‬

‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫‪٣‬‬
‫‪Elective‬‬
‫‪Service Marketing‬‬ ‫ﺗﺴﻮﻳﻖ ﺍﻟﺨﺪﻣﺎﺕ‬ ‫‪MRKTE 609‬‬ ‫ﺳﻮﻗﺖ ‪٦٠٩‬‬
‫‪601‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫‪٣‬‬
‫‪Elective‬‬
‫‪International Marketing‬‬ ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺪﻭﻟﻲ‬ ‫‪MRKTE 620‬‬ ‫ﺳﻮﻗﺖ ‪٦٢٠‬‬
‫‪601‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٣‬‬ ‫‪٣‬‬
‫‪Elective‬‬
‫‪Marketing Analytics‬‬ ‫ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬ ‫‪MRKTE 621‬‬ ‫ﺳﻮﻗﺖ ‪٦٢١‬‬
‫‪603‬‬
‫‪MRKTE‬‬ ‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٢‬‬
‫‪٣‬‬
‫‪Elective‬‬
‫‪Strategic Brand Management‬‬ ‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﺩﺍﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫‪MRKTE 622‬‬ ‫ﺳﻮﻗﺖ ‪٦٢٢‬‬
‫‪611‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫‪602‬‬ ‫‪Elective‬‬ ‫‪Marketing for Non-Profit‬‬
‫ﺳﻮﻗﺖ ‪٦٠٢‬‬ ‫‪٣‬‬ ‫ﺗﺴﻮﻳﻖ ﺍﻟﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬ ‫‪MRKTE 623‬‬ ‫ﺳﻮﻗﺖ ‪٦٢٣‬‬
‫‪MRKTE‬‬ ‫‪Organizations‬‬
‫‪609‬‬
‫‪MRKTE‬‬ ‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٢‬‬
‫‪٣‬‬ ‫‪Elective‬‬ ‫‪Public Marketing‬‬ ‫ﺗﺴﻮﻳﻖ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻌﺎﻡ‬ ‫‪MRKTE 624‬‬ ‫ﺳﻮﻗﺖ ‪٦٢٤‬‬
‫‪611‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫‪٣‬‬
‫‪Elective‬‬
‫‪Healthcare Marketing‬‬ ‫ﺗﺴﻮﻳﻖ ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﺼﺤﻴﺔ‬ ‫‪MRKTE 625‬‬ ‫ﺳﻮﻗﺖ ‪625‬‬
‫‪601‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬ ‫‪International Business‬‬
‫ﺳﻮﻗﺖ ‪٦٠١‬‬ ‫‪٣‬‬ ‫‪Elective‬‬ ‫ﺍﺩﺍﺭﺓ ﺃﻋﻤﺎﻝ ﺩﻭﻟﻴﺔ‬ ‫‪BUSM 608‬‬ ‫ﺍﺩﺭﺕ ‪٦٠٨‬‬
‫‪601‬‬ ‫‪Administration‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٢‬‬ ‫‪٣‬‬ ‫‪Elective‬‬ ‫‪Leadership‬‬ ‫ﺍﻟﻘﻴﺎﺩﺓ‬ ‫‪BUSM 615‬‬ ‫ﺍﺩﺭﺕ ‪٦١٥‬‬
‫‪602‬‬
‫‪MRKTE‬‬ ‫ﺍﺧﺘﻴﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٤‬‬ ‫‪٣‬‬
‫‪Elective‬‬
‫‪Feasibility Study‬‬ ‫ﺩﺭﺍﺳﺔ ﺍﻟﺠﺪﻭﻯ‬ ‫‪ECNM 628‬‬ ‫ﻗﺼﺪﺕ ‪٦٢٨‬‬
‫‪604‬‬
‫‪MRKTE‬‬ ‫ﺇﺟﺒﺎﺭﻱ‪/‬‬
‫ﺳﻮﻗﺖ ‪٦٠٧‬‬ ‫‪٣‬‬
‫‪Compulsory‬‬
‫‪Research Project‬‬ ‫ﻣﺸﺮﻭﻉ ﺍﻟﺒﺤﺚ‬ ‫‪MRKTE 698‬‬ ‫ﺳﻮﻗﺖ ‪٦٩٨‬‬
‫‪607‬‬

‫‪١٤‬‬
 (24) Achieving Program Objectives Through Courses.
 Please Check () the related Courses with Program Objectives.
Objectives mentioned in item numbers (3) previously

Program Objectives
1 2 3 4 5 6 7 8 9 10
Course Code

MRKTE 601 ▲
MRKTE 602 ▲ ▲ ▲ ▲
MRKTE 603 ▲ ▲
MRKTE 604 ▲ ▲ ▲ ▲
MRKTE 607 ▲ ▲ ▲
MRKTE 608 ▲ ▲ ▲ ▲ ▲
MRKTE 609 ▲ ▲ ▲
MRKTE 610 ▲
MRKTE 611 ▲
MRKTE 612 ▲ ▲ ▲ ▲
MRKTE 620 ▲ ▲ ▲ ▲
MRKTE 621 ▲ ▲ ▲ ▲
MRKTE 622 ▲ ▲ ▲
MRKTE 623 ▲ ▲ ▲
MRKTE 624 ▲ ▲ ▲ ▲
MRKTE 625 ▲ ▲ ▲ ▲ ▲
BUSM 608 ▲ ▲ ▲ ▲
BUSM 615 ▲ ▲
ECNM 628 ▲ ▲ ▲
MRKTE 698 ▲ ▲ ▲ ▲ ▲

١٥
 ‫( ﺗﻮﺻﻴﻒ ﺍﻟﻤﻘﺮﺭﺍﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ‬٢٥)
Course description should include the following :‫ﻳﺠﺐ ﺃﻥ ﻳﺘﻀﻤﻦ ﺗﻮﺻﻴﻒ ﺍﻟﻤﻘﺮﺭ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺜﻼﺛﺔ ﺍﻵﺗﻴﺔ‬
three elements: ،‫ ﻭﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬،‫ ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬:‫ ﺍﻷﻫﺪﺍﻑ ﻭﻳﺠﺐ ﺃﻥ ﺗﺘﻀﻤﻦ‬.١
1.Objectives that include: cognitive dimension, .‫ﻭﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
Skills dimension and emotional dimension .‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
2 Topics. .‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
3. Assessment methods.
‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
‫ﻻﻳﻮﺟﺪ‬ ٣ ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﻌﺎﺻﺮ‬ ٦٠١ ‫ﺳﻮﻗﺖ‬
:‫ ﻷﻫﺪﺍﻑ‬.١
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
‫ ﺗﻌﺮﻳﻒ ﺍﻟﻄﺎﻟﺐ ﺑﺄﺳﺎﺳﻴﺎﺕ ﻭﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ ﻭﻭﻅﺎﺋﻔﺔ‬
(‫ ﺍﻟﺘﻮﺯﻳﻊ‬،‫ ﺍﻟﺘﺮﻭﻳﺞ‬،‫ ﺍﻟﺴﻌﺮ‬،‫ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﻓﻬﻢ ﻭﺗﻌﺮﻳﻒ ﻭﺗﻄﺒﻴﻖ ﻣﻔﻬﻮﻡ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ )ﺍﻟﻤﻨﺘﺞ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
‫ ﺗﻌﺰﻳﺰ ﻗﺪﺭﺓ ﺍﻟﻄﺎﻟﺐ ﻋﻠﻰ ﺣﻞ ﺍﻟﻤﺸﻜﻼﺕ ﻭﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺘﺤﻠﻴﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬
.‫ ﺗﻌﺰﻳﺰ ﻗﺪﺭﺓ ﺍﻟﻄﺎﻟﺐ ﻋﻠﻰ ﻣﻌﺮﻓﺔ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﻠﻨﺠﺎﺡ ﻓﻲ ﺗﻨﻔﻴﺬ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺩﺭﺍﺳﺔ ﺍﻟﺤﺎﻻﺕ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ ﺗﻌﺮﻳﻒ ﺍﻟﻄﺎﻟﺐ ﺑﺨﻄﻮﺍﺕ ﺗﻨﻔﻴﺬ ﻭﺗﺼﻤﻴﻢ ﺍﻟﺨﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ ﻣﻘﺪﻣﺔ ﻓﻲ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺑﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻖ‬
‫ ﺳﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫ ﻭﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﻗﻊ ﻓﻲ ﺫﻫﻦ ﺍﻟﻌﻤﻴﻞ‬، ‫ ﺍﻻﺳﺘﻬﺪﺍﻑ‬، ‫ ﺍﻟﺘﻘﺴﻴﻢ‬
‫ ﻗﻴﻤﺔ ﺍﻟﻌﻤﻴﻞ ﻭﺍﻟﻮﻻء‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ ﻣﺤﺎﺿﺮﺍﺕ‬
‫ ﺗﻤﺎﺭﻳﻦ ﻓﻲ ﺍﻟﺼﻒ‬
‫ ﺍﻟﻮﺍﺟﺒﺎﺕ ﻭﺍﻟﻌﺮﺽ ﻭﺍﻹﻟﻘﺎء‬
‫ ﺍﻣﺘﺤﺎﻥ ﻧﺼﻔﻲ ﻭﻧﻬﺎﺋﻲ‬

Course Code Course Title Credits Prerequisite

MRKTE 601 Contemporary Marketing 03 Nil

1. Objectives:
Knowledge Domain:
 Introduce the students to the basic and fundamental functions of marketing.
 Demonstrate an understanding, identify, and apply the concept of the marketing mix: product, pricing,
promotions, and distribution tactics.
Skill Domain:
 Enhance the students' problem solving and decision making abilities related to the strategic marketing
analysis.
 Expand the students' ability to understand and identify through evaluation of case studies a range of skills
necessary to succeed the marketing strategies' implementation.
Affective Domain:
 Familiarize the students with the basic steps of planning, creating, and developing a marketing plan.
2. Topics:
 Introduction to marketing
 Marketing strategies and environment
 Consumer buying behavior

١٦
  Marketing mix
 Segmentation, Targeting and Positioning
 Customer
‫ﺳﺎﺑﻖ‬ ‫ ﻣﺘﻄﻠﺐ‬Value‫ﺍﻟﻮﺣﺪﺍﺕ‬and Loyalty
‫ﻋﺪﺩ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
3. Assessment Methods:
 ‫ﻻﻳﻮﺟﺪ‬
Lectures ٣ ‫ ﺍﻟﻤﺘﻘﺪﻡ‬-‫ﺳﻠﻮﻙ ﻣﺴﺘﻬﻠﻚ‬ ٦٠٢ ‫ﺳﻮﻗﺖ‬
 In-class exercises :‫ ﺍﻷﻫﺪﺍﻑ‬.
 Assignments & Presentations : ‫ﺍﻟﻤﻌﺮﻓﻲ‬ ‫ﺍﻟﺒﻌﺪ‬
 Mid and Final Examination .‫ ﻭﻛﻴﻔﻴﺔ ﺗﻔﺎﻋﻠﻬﻢ ﻣﻊ ﺃﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻖ‬،‫ ﻓﻬﻢ ﻛﻴﻔﻴﺔ ﺷﺮﺍء ﺍﻟﻨﺎﺱ ﻟﻠﻤﻨﺘﺠﺎﺕ ﻭﺍﺳﺘﺨﺪﺍﻣﻬﺎ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
.‫ ﺍﺳﺘﺨﺪﺍﻡ ﻣﻌﻠﻮﻣﺎﺕ ﺳﻠﻮﻙ ﺍﻟﻤﺸﺘﺮﻱ ﻟﺘﺤﺪﻳﺪ ﺃﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺗﺤﺪﻳﺪ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻓﻌﺎﻟﺔ ﻟﻠﺨﺪﻣﺎﺕ‬
.‫ ﻭﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻟﺘﺴﻌﻴﺮ‬،‫ ﻓﻌﺎﻟﻴﺔ ﺍﻹﻋﻼﻥ‬،‫ ﻭﺍﻻﺭﺗﻴﺎﺡ‬،‫ ﻣﺜﻞ ﻭﻻء ﺍﻟﻌﻤﻼء‬،‫ ﺗﻘﻴﻴﻢ ﻧﻘﺪﻱ ﻷﺣﺪﺙ ﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﻟﺒﺤﺜﻴﺔ ﻓﻲ ﺳﻠﻮﻙ ﺍﻟﻤﺸﺘﺮﻱ‬
‫ ﻟﻔﻬﻢ ﺍﻟﺘﻄﺒﻴﻖ ﺍﻟﻌﻤﻠﻲ ﻟﻨﺘﺎﺋﺞ ﺍﻟﺒﺤﻮﺙ ﻭﺗﺤﺪﻳﺪ ﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻲ ﻗﺪ ﺗﻜﻮﻥ ﻫﻨﺎﻙ ﺣﺎﺟﺔ ﻟﻤﺰﻳﺪ ﻣﻦ‬،‫ ﺍﺳﺘﻨﺎﺩﺍ ﺇﻟﻰ ﺍﻷﺩﻟﺔ ﻭﺍﻟﻨﻈﺮﻳﺔ‬،‫ ﺍﺗﺨﺎﺫ ﻧﻬﺞ ﻋﻠﻤﻲ‬
.‫ﺍﻟﺘﺤﻘﻴﻖ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ ﺗﻘﻴﻴﻢ ﺃﻧﺴﺐ ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺤﻘﻴﻖ ﻭﺍﻟﺘﺤﻠﻴﻞ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ ﻣﻘﺪﻣﺔ ﻟﺴﻠﻮﻙ ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫ ﺍﻟﺘﻌﻠﻢ ﺍﻟﻤﻌﺮﻓﻲ ﻭﺍﻟﺴﻠﻮﻛﻲ‬،‫ ﺍﻟﺬﺍﻛﺮﺓ‬
‫ ﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭ‬
‫ ﺍﻟﺘﺤﻔﻴﺰ‬
‫ ﺍﻟﺸﺨﺼﻴﺔ ﻭﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﻨﻔﺴﻴﺔ‬
‫ ﺗﺸﻜﻴﻞ ﻣﻮﻗﻒ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﺍﻟﻤﻌﺘﻘﺪ‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ ﺗﺤﻠﻴﻞ ﺩﺭﺍﺳﺎﺕ ﺣﺎﻟﺔ‬
‫ ﻣﻨﺎﻗﺸﺎﺕ ﻭﻋﺮﻭﺽ ﻓﻲ ﺍﻟﻔﺼﻞ ﺍﻟﺪﺭﺍﺳﻲ‬
‫ ﺗﻤﺎﺭﻳﻦ ﺗﻌﻠﻴﻤﻴﺔ ﺗﺪﺭﻳﺒﻴﺔ‬
‫ ﺍﺧﺘﺒﺎﺭﺍﺕ ﻧﺼﻔﻴﺔ ﻭﻧﻬﺎﺋﻴﺔ‬
Course Code Course Title Credits Prerequisite
MRKTE 602 Advanced Consumer Behavior 03 NIL
1. Objectives:
Knowledge Domain:
 Understand on how people buy and use products, and how they react to marketing action.
Skill Domain:
 Apply buyer behavior information to specify marketing goals and define an effective services strategy;
 Critically evaluate the latest research developments in buyer behavior, such as customer loyalty,
satisfaction, advertising effectiveness, branding, pricing and store atmospherics;
Affective Domain:
 Take a scientific approach, based on evidence and theory, to understand the practical application of
research findings and to identify areas where further investigation may be needed; and Evaluate the most
appropriate methods of investigation and analysis.
2. Topics:
 An Introduction to consumer behavior
 Memory, Cognitive & Behavioral Learning
 Decision Making
 Motivation
 Personality & Psychographics
 Shaping Consumer Attitude & Belief
3. Assessment Methods:
 Case-study analysis.
 Classroom discussion and presentations.
 Experiential learning Exercises.
 Mids and Final Examination.
١٧
١٨
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
‫ﻻﻳﻮﺟﺪ‬ 3 ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻲ‬ ٦٠٣ ‫ﺳﻮﻗﺖ‬

:‫ ﺍﻷﻫﺪﺍﻑ‬.1
‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
‫ ﻓﻬﻢ ﻣﻌﺮﻓﺔ ﻛﻴﻔﻴﺔ ﻭﻟﻤﺎﺫﺍ ﻳﺴﺘﺨﺪﻡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻲ ﻷﻫﺪﺍﻑ ﻣﺘﻌﺪﺩﺓ ﻛﺠﺰء ﻣﻦ ﺧﻄﺔ ﺗﺴﻮﻳﻘﻴﺔ ﺍﻛﺒﺮ ﻭﺃﺷﻤﻞ‬
،‫ ﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ‬،‫ ﺍﻟﻬﺎﺗﻒ ﺍﻟﻤﺤﻤﻮﻝ‬،‫ ﺍﻟﻔﻴﺪﻳﻮ‬،‫ ﺍﻟﻌﺮﺽ ﺍﻟﺮﻗﻤﻲ‬:‫ ﻣﻌﺮﻓﺔ ﻭﻓﻬﻢ ﻗﻨﻮﺍﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻲ ﺍﻷﺳﺎﺳﻴﺔ – ﺍﻹﻋﻼﻥ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‬
‫ﻭﻛﺬﻟﻚ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
‫ ﺗﻌﻠﻢ ﻟﺘﻄﻮﻳﺮ ﻭﺗﻘﻴﻴﻢ ﻭﺗﻨﻔﻴﺬ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺮﻗﻤﻲ ﺍﻟﺸﺎﻣﻞ‬
‫ ﺗﻌﻠﻢ ﻛﻴﻔﻴﺔ ﻗﻴﺎﺱ ﻛﻔﺎءﺓ ﺍﻟﺠﻬﻮﺩ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺮﻗﻤﻴﺔ ﻣﻌﺮﻓﺔ ﺍﻟﻌﺎﺋﺪ ﻋﻠﻰ ﺍﻻﺳﺘﺜﻤﺎﺭ‬
‫ ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ ﺍﺳﺘﻜﺸﺎﻑ ﺃﺣﺪﺙ ﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ ﺍﻟﺮﻗﻤﻴﺔ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
.‫ ﻭﺍﺳﺘﻐﻼﻝ ﻧﻴﺔ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻣﻊ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻟﺒﺤﺚ‬،‫ ﺭﻓﻊ ﻣﺴﺘﻮﻯ ﺍﻟﻮﻋﻲ ﻟﻺﻋﻼﻥ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻹﻧﺘﺮﻧﺖ‬
‫ ﺗﺤﻮﻳﻞ ﺍﻟﻌﻤﻼء ﻟﻠﺘﺠﺎﺭﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ‬
‫ ﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﺍﻟﻌﻤﻼء ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻹﺟﺘﻤﺎﻋﻲ‬
.‫ ﺍﻹﺣﺘﻔﺎﻅ ﺑﺎﻟﻌﻤﻼء ﻭﺗﻌﺰﻳﺰ ﺍﻟﻌﻼﻗﺔ ﺍﻟﺪﺍﺋﻤﺔ ﻣﻌﻬﻢ‬:‫ ﺍﻟﺨﺼﻮﺻﻴﺔ‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
(‫ ﺩﺭﺩﺷﺎﺕ ﺗﻮﻳﺘﺮ‬،‫ ﻧﺸﺎﻁ ﺍﻟﺪﺭﺩﺷﺔ ﺍﻟﺠﻤﺎﻋﻴﺔ‬،‫ ﺍﻟﺘﻌﻠﻴﻘﺎﺕ‬،‫ ﺍﻟﻤﺸﺎﺭﻛﺔ ﺍﺛﻨﺎء ﺍﻟﻤﺤﺎﺿﺮﺓ )ﺍﺳﺌﻠﺔ ﺍﻟﻤﻨﺎﻗﺸﺔ‬
‫ ﺍﺧﺘﺒﺎﺭﺍﺕ ﻗﺼﻴﺮﺓ‬
(‫ ﺑﺤﺚ ﻣﻜﺘﻮﺏ ﻭﻣﺸﺮﻭﻉ ﻧﻬﺎﺋﻴﺔ ) ﺑﺤﺚ ﻭﻣﺸﺮﻭﻉ ﻳﻘﺪﻡ ﻣﻦ ﺍﻟﻄﻼﺏ ﻛﻤﺠﻤﻮﻋﺎﺕ‬

Course Code Course Title Credits Prerequisite

MRKTE 603 Digital Marketing 03 NIL

1 1. Objectives:
Knowledge Domain:
• Understand how and why to use digital marketing for multiple goals within a larger marketing and/or
media strategy
• Understand the major digital marketing channels - online advertising: Digital display, video, mobile,
search engine, and social media
Skill Domain:
• Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan
• Learn how to measure digital marketing efforts and calculate ROI
Affective Domain:
 Explore the latest digital ad technologies
2. Topics:
 Driving Awareness with Online Display Advertising, Exploiting Consumer Intent with Search
Advertising.
 Converting Customers with E-commerce.
 Retaining Customers with Social Media
 Privacy: Retaining Customers & Promoting Intimacy
3. Assessment Methods:
• Class Participation (discussion questions, verbal comments, chat activity, Twitter Chats Analysis)
• Quizzes
 Written Research Assignment and Final Project (Group paper and presentation)

١٩
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
٦٠١ ‫ﺳﻮﻗﺖ‬
‫ﻻﻳﻮﺟﺪ‬ ٣ ‫ﻟﻠﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﻤﺎﻟﻴﺔ‬
‫ﺑﺤﻮﺙ‬
‫ﺍﻟﻨﻮﺍﺣﻲ‬ ٦٠٤ ‫ﺳﻮﻗﺖ‬
٦٠٧
:‫ ﺍﻷﻫﺪﺍﻑ‬.١
: ‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ﺍﻟﻔﻌﺎﻝﺍﻻﺳﺎﺱ ﻓﻲ ﺍﻟﺠﻮﺍﻧﺐ ﺍﻟﻤﺎﻟﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻲﺗﺸﻜﻞ‬ ‫ﻓﻬﻢﺍﻟﺒﺤﺚ‬
‫ﺍﻟﻤﺒﺎﺩﺉ ﺍﻟﺘﻲ‬ ‫ﻋﻨﺎﺻﺮ‬ ‫ ﻣﻌﺮﻓﺔ‬
‫ﺍﻟﺘﻤﻜﻦ ﻣﻦ‬
.‫ﺍﻟﺮﺃﺳﻤﺎﻟﻲ ﺍﻹﺩﺍﺭﺓ‬
‫ﺍﻻﺳﺘﺜﻤﺎﺭﺑﻬﺎ ﻷﻏﺮﺍﺽ‬
‫ﻣﺸﺎﺭﻳﻊ ﻭﻣﻮﺛﻮﻕ‬
‫ﺗﻜﻮﻥ ﺻﺎﻟﺤﺔ‬ ‫ﺎﻟﺘﻲ‬ ‫ﻟﻠﺘﺴﻮﻳﻘ‬ ‫ﺍﻟﺮﺋﻴﺴﻴﺔ‬ ‫ﺍﻟﻤﺠﺎﻻﺕ‬ ‫ﻓﻲ‬ ‫ﺍﻷﻭﻟﻴﺔ‬ ‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬
‫ﺍﻟﺘﻤﻜﻦ ﻣﻦ ﻓﻬﻢ ﺍﻟﻤﻮﺍﺯﺍﻧﺔ ﺍﻟﺮﺳﻤﺎﻟﻴﺔ ﻭﻣﻌﺎﻳﻴﺮ ﺗﻘﻴﻴﻢ ﺭﻳﻌﻴﺔ‬ ‫ ﺟﻤﻊ‬
‫ﺍﻟﺘﻤﻜﻦ ﻣﻦ ﻓﻬﻢ ﺗﻘﻨﻴﺎﺕ ﺍﻟﺘﻨﺒﺆ ﻭﺗﻄﺒﻴﻘﺎﺗﻪ‬‫ﺍﻟﻤﻬﺎﺭﻱ‬ ‫ﺍﻟﺒﻌﺪ‬
.‫ ﺍﻟﺘﻤﻜﻦ ﻣﻦ ﻓﻬﻢ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺸﺮﻛﺎﺕ ﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻌﻴﺮ ﻭﺍﻟﺘﻜﻠﻔﺔ‬
.‫ﺍﻟﺨﺎﻡ ﺇﻟﻰ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻮﺟﻪ ﻗﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬ ‫ﻫﺬﻩ‬ ‫ﻟﺘﺤﻮﻳﻞ‬ ‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬ ‫ﺗﺤﻠﻴﻞ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﺍﻟﻤﻬﺎﺭﺍﺕ‬ ‫ﺗﻄﻮﻳﺮ‬
.‫ﻭﺳﻮﻑ ﺗﺴﺎﻋﺪ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻤﺴﺘﻔﺎﺩﺓ ﻓﻲ ﻫﺬﻩ ﺍﻟﻮﺣﺪﺓ ﺍﻟﻄﻼﺏ ﻋﻠﻰ ﺭﺳﺎﻟﺔ ﺍﻟﻤﺎﺟﺴﺘﻴﺮ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ‬ :‫ﺍﻟﻤﻬﺎﺭﻱ‬ ‫ﺍﻟﺒﻌﺪ‬
.‫ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﺍﻟﻘﻮﺍﺋﻢ ﺍﻟﻤﺎﻟﻴﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺴﺐ ﺍﻟﻤﺎﻟﻴﺔ‬ ‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬ ‫ﺍﻟﺒﻌﺪ‬
.‫ ﻭﺗﺤﻠﻴﻞ ﻭﺗﻘﺪﻳﻢ ﺍﻟﻨﺘﺎﺋﺞ‬،‫ ﺗﻌﻠﻢ ﺍﻟﺘﻘﻴﻴﻢ ﺍﻟﻨﻘﺪﻱ ﻟﻠﺒﺤﻮﺙ ﺍﻟﻤﻨﺸﻮﺭﺓ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺍﻷﻛﺎﺩﻳﻤﻴﺔ ﻭﺗﻨﻔﻴﺬ ﺍﻟﺒﺤﻮﺙ‬
.‫ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺗﺤﻠﻴﻞ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﻤﺮﺗﺒﻄﺔ ﺑﺎﻟﺠﻮﺍﻧﺐ ﺍﻟﻤﺎﻟﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ ﻭﻟﺸﺮﻛﺎﺕ ﻣﺤﺪﺩﺓ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ ﻧﻈﺮﺓ ﻋﺎﻣﺔ ﻋﻠﻰ ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺍﻻﺳﺘﺨﺒﺎﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻖ‬
.‫ﺍﻟﺒﺤﻮﺙﺍﻟﻌﻠﻤﻴﺔ ﺍﻟﻤﺨﺎﻟﻔﺔ ﻟﻮﺟﻬﺔ ﻧﻈﺮﻩ ﻭﻳﺸﺎﺭﻙ ﺭﺃﻳﻪ ﻣﻊ ﺍﻵﺧﺮﻳﻦ‬ ‫ ﺗﺜﻤﻴﻦ‬
‫ﻣﻔﻬﻮﻡ ﺍﻷﺭﺍء‬
‫ ﻧﺎﻫﻴﻚ ﻋﻦ ﺗﻘﺪﻳﻢ ﺍﻟﻌﺮﻭﺽ‬،‫ﺃﻓﻀﻞﻭﺍﻟﺘﺤﻠﻴﻠﻴﺔ ﻭﺍﻟﻜﺘﺎﺑﻴﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺤﺎﻻﺕ ﺍﻟﺪﺭﺍﺳﻴﺔ ﺍﻟﺘﻲ ﺳﻴﺘﻢ ﺍﻟﺘﻌﺎﻁﻲ ﻣﻌﻬﺎ‬ ‫ﺍﻟﺒﺤﺜﻴﺔ‬ ‫ﺑﺤﻮﺙﺍﻟﻤﻬﺎﺭﺍﺕ‬
‫ﺗﺤﺪﻳﺪﺍﻟﻤﻜﺎﻧﺔ‬ ‫ ﺗﻨﻤﻴﺔ‬
.‫ﺍﻟﺸﻔﻮﻳﺔ‬
‫ ﺑﺤﻮﺙ ﺍﻟﻤﻨﺘﺞ‬
‫ﺍﻟﺘﻐﻠﻴﻒ ﻭﺍﻟﺘﺴﻌﻴﺮ ﻭﺗﻮﺯﻳﻊ‬:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬
‫ ﺑﺤﻮﺙ‬ .٢
‫ ﺑﺤﻮﺙ ﺍﻟﺘﺮﻭﻳﺞ‬
‫ﺍﻟﺘﻤﻮﻳﻞ‬ ‫ﻓﻲ‬ ‫ﻣﻘﺪﻣﺔ‬
‫ ﺍﻟﻘﻮﺍﺋﻢ ﺍﻟﻤﺎﻟﻴﺔ‬:‫ﺍﻟﺘﻘﻮﻳﻢ‬
‫ﻭﺳﺎﺋﻞﻣﺪﺧﻞ ﻓﻲ‬ .٣
‫ﺍﻟﻤﺎﻟﻴﺔﺑﻮﺳﺎﻁﺔ ﺍﻟﻜﻤﺒﻴﻮﺗﺮ‬
‫ﺍﻟﻨﺴﺐﺍﻟﻌﻤﻠﻴﺔ‬ ‫ﺑﺎﺳﺘﺨﺪﺍﻡ‬
‫ﻭﺍﻟﺪﻭﺭﺍﺕ‬ ‫ﺍﻟﻤﺎﻟﻴﺔﺍﻟﻌﻤﻞ‬
‫ﺍﻟﻘﻮﺍﺋﻢﻭﻭﺭﺵ‬ ‫ ﺗﺤﻠﻴﻞ‬
‫ﺍﻟﻤﺤﺎﺿﺮﺍﺕ‬
‫ﺍﻟﺘﻨﺒﺆ ﻧﻬﺎﺋﻲ‬ ‫ ﺃﺳﺎﻟﻴﺐ‬
‫ﻣﺸﺮﻭﻉ ﺑﺤﺜﻲ‬
‫ﺗﻘﺪﻳﻤﻴﺔ ﺍﻟﺘﻜﺎﻟﻴﻒ‬ ‫ ﻣﻘﺪﻣﺔ‬
‫ﻋﺮﻭﺽﻓﻲ ﻧﻈﻢ‬
‫ ﺍﺳﺎﺳﻴﺎﺕ ﺍﻟﻤﻮﺍﺯﻧﺔ ﺍﻟﺮﺃﺳﻤﺎﻟﻴﺔ‬
‫ﻧﻬﺎﺋﻲ‬ ‫ﺍﺧﺘﺒﺎﺭ‬
Course Code Course Title Credits ‫ ﺍﻟﻘﺮﺍﺭ‬Prerequisite
‫ ﻣﻘﺪﻣﺔ ﻓﻲ ﺻﻨﻊ‬
MRKTE 607 Marketing Research 03 ‫ﺍﻟﺘﻌﺎﺩﻝ ﻓﻲ ﺇﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭ‬MRKTE 601 
‫ﺗﺤﻠﻴﻞ ﻧﻘﻄﺔ‬
1. Objectives: ‫ ﻗﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻌﻴﺮ‬
Knowledge Domain: :‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
 Students will understand the elements of effective market research. ‫ ﺍﻻﻣﺘﺤﺎﻥ ﺍﻟﻨﺼﻔﻲ‬
• Learn to collect primary data in major domains of marketing that is valid and reliable ‫ﺧﻼﻝ ﺍﻟﻠﻘﺎءﺍﺕ‬ ‫ ﺍﻟﻤﺸﺎﺭﻛﺔ‬
for management
purposes. ‫ ﺣﺎﻻﺕ ﺩﺭﺍﺳﻴﺔ‬/ ‫ ﻭﺍﺟﺒﺎﺕ‬
Skill Domain: ‫ ﻣﺸﺮﻭﻉ ﺟﻤﺎﻋﻲ ﻭﺗﻘﺪﻳﻢ ﻋﺮﻭﺽ ﺷﻔﻮﻳﺔ‬
• Develop practical skills in data analysis to transform this raw data into information that guides marketing
‫ ﺍﻻﻣﺘﺤﺎﻥ ﺍﻟﻨﻬﺎﺋﻲ‬
decisions.
• The skills learned in this module will help students for their final capstone project/ thesis.
CourseDomain:
Affective Code Course Title Credits Prerequisite
• Learn604
MRKTE to critically evaluate commercial
Financial Aspects ofand academic published research,
Marketing 03 construction andNIL
execution of a
research, and analysis and present the results.
1. Objectives:
2. Topics:
Knowledge Domain:
 Overview of Marketing Research and Marketing Intelligence
 To demonstrate an understanding of the principles that forms the foundation of financial aspects of
 Concept Research
marketing.

 To perform Research
Positioning capital budgeting using more than one method.
 ToProduct Research
understand the forecasting techniques and the limitation of forecasting process.
 ToPackaging, Pricing
understand and distribution
the corporate strategyResearch
for pricing and costing decisions.
 Customer Satisfaction Research
Skill Domain
 Promotion Research
 To evaluate financial statements including critical financial ratios.
3. Assessment
 To applyMethods:
the financial aspects of marketing concepts/techniques to specific business problems.
 Class workshops and computer mediated practical sessions
 Final Research Project
Affective
 Class
To be Presentations
open to others’ viewpoints and opinions
 Final Examination
To demonstrate analytical, and writing skills through formal case studies, and making oral presentations.
2. Topics:
 Introduction to Finance
٢٠
  Introduction to Financial statements
 Ratio Analysis
 Forecasting
 Introduction to Costing systems
 Introduction to Budgeting
 Introduction to Decision Making
 Introduction to Break-even Analysis
 Pricing Decisions
3. Assessment Methods:
 Midterm Exam
 Meeting Participation
 Homework Assignments/Mini cases
 Group Project and Presentation
 Final Exam

٢١
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
‫ﺳﺎﺑﻖ‬
٦٠١
‫ﺳﺎﺑﻖ‬ ‫ﻣﺘﻄﻠﺐ‬
‫ﺳﻮﻗﺖ‬
‫ﻣﺘﻄﻠﺐ‬ ‫ﺍﻟﻮﺣﺪﺍﺕ‬
‫ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﺪﺩ‬ ‫ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﻋﻨﻮﺍﻥ‬ ‫ﺍﻟﻤـﻘﺮﺭ‬
٦٠٨ ‫ﻭﺭﻗﻢ‬‫ﺭﻣﺰﺭﻣﺰ‬
‫ﺳﻮﻗﺖ‬
٣‫ﻋﺪﺩ‬ ‫ﺍﻟﻤﻘـــــﺮﺭ‬
‫ﺍﻟﻤﺘﻘﺪﻡ‬ ‫ﻋﻨﻮﺍﻥ‬
‫ﺍﻟﺘﻄﺒﻴﻘﻲ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﻤـﻘﺮﺭ‬ ‫ﻭﺭﻗﻢ‬
٦٠٢
٦٠٣ ‫ﺳﻮﻗﺖ‬
٦٠١ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬ ‫ﺍﻟﺘﺤﻠﻴﻞ‬ ٦٢١
٦١٠ ‫ﺳﻮﻗﺖ‬
٦١١
٦١٢
٦٠٩
٦٢٢ ‫ﺳﻮﻗﺖ‬
٦٠٣
٦١٠
٦٠٤
٦٠١ ‫ﺳﻮﻗﺖ‬ ٣
٣ ‫ﺍﻟﻤﺘﻜﺎﻣﻠﺔ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬
‫ﺍﻷﻋﻤﺎﻝ‬
‫ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻟﺮﻳﺎﺩﻱ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺗﺴﻮﻳﻖ‬
‫ﺍﻻﺗﺼﺎﻻﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺇﺩﺍﺭﺓ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﺩﺍﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﺳﺎﺑﻖ‬ ‫ﻣﺘﻄﻠﺐ‬
٦٠٢ ‫ﺳﻮﻗﺖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺍﻟﻤـﻘﺮﺭ‬:‫ﺍﻷﻫﺪﺍﻑ‬
‫ﻭﺭﻗﻢ‬
:‫ﺍﻷﻫﺪﺍﻑ‬ ‫ﺭﻣﺰ‬
:‫ﺍﻷﻫﺪﺍﻑ‬ .1.١
:‫ﺍﻷﻫﺪﺍﻑ‬.
:‫ﺍﻷﻫﺪﺍﻑ‬
٦٠١ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺪﻭﻟﻲ‬ ٦٢٠ :‫ﺍﻷﻫﺪﺍﻑ‬
: ‫ﺳﻮﻗﺖ‬
:‫ﺍﻷﻫﺪﺍﻑ‬
‫ﺍﻟﻤﻌﺮﻓﻲ‬ .١١
‫ﺍﻟﺒﻌﺪ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
:‫ﺍﻟﻤﻌﺮﻓﻲ‬ ‫ﺍﻟﺒﻌﺪ‬
: :‫ﺍﻟﻤﻌﺮﻓﻲ‬
‫ﺍﻟﻤﻌﺮﻓﻲ‬
‫ﺍﻟﻤﻌﺮﻓﻲ‬
‫ﺍﻟﺠﺎﻧﺐ‬
‫ﺍﻟﺒﻌﺪ‬

‫ﺍﻟﺒﻌﺪ‬
.‫ ﻭﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬.‫ﻭﻣﺒﺴﻄﺔ‬ ‫ﻣﺘﻜﺎﻣﻠﺔ‬
‫ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺗﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻹﺩﺍﺭﺓ‬ ‫ﻓﻲ‬ ‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺗﺼﺐ‬ ‫ﻭﻟﻜﻨﻬﺎ‬ ‫ﻓﻲ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬
‫ﻣﺘﻀﺎﺭﺑﺔ‬ ‫ﺍﻟﺘﻮﺍﺻﻞ‬
‫ﺗﻜﻮﻥ‬ ‫ﻭﻗﺪ‬.‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﻟﻌﻤﻠﻴﺔ‬
‫ﻣﺨﺘﻠﻒ‬ ‫ﻟﻼﺳﺘﺨﺒﺎﺭﺍﺕ‬
‫ﺍﻷﺳﺎﺳﻲ‬
‫ﻧﻈﺮ‬ ‫ﻭﺟﻬﺎﺕ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﻭﺍﻟﻤﻔﻬﻮﻡ‬
‫ﺍﻟﻄﻼﺏ‬ ‫ﻣﺪﻳﺮﻱ‬
‫ﺑﺎﻟﻤﺒﺪﺃ‬
‫ﻳﺪﺭﺱ‬ ‫ﺍﻟﻄﻼﺏ‬ ‫ﺍﺣﺘﻴﺎﺟﺎﺕ‬
‫ﺍﻟﻤﺎﺩﺓ‬ ‫ﺗﻌﺮﻳﻒ‬
‫ﻫﺬﻩ‬ ‫ﻓﻲ‬ ‫ﻓﻬﻢ‬  ‫ﺍﻷﻫﺪﺍﻑ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
.‫ﺑﻬﺎ‬ ‫ﺑﺪﺃﻭﺍ‬ ‫ﺍﻟﻤﻤﺎﺭﺳﺎﺕ‬
‫ﺍﻟﺘﻲ‬ ‫ﻣﺸﺎﺭﻳﻌﻬﻢ‬ .‫ﻣﻠﻤﻮﺳﺔ‬
‫ﺍﻟﻤﺘﺮﺗﺒﺔﻓﻲﻋﻠﻰ‬
‫ﺍﻷﻋﻤﺎﻝ‬ ‫ﻭﻣﻨﺎﻗﺸﺔﻏﻴﺮ‬
‫ﺍﻻﺛﺎﺭ‬
‫ﻟﺮﻳﺎﺩﻳﻲ‬‫ﺍﻟﻤﻬﻤﺔﺃﻧﻬﺎ‬
‫ﺑﺤﻜﻢ‬ ‫ﻟﻸﺩﻭﺍﺕ ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﻟﻤﻘﺎﻻﺗﺎﻟﺒﺤﺜﻴﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﺗﺴﻮﻳﻖ‬
‫ﻟﻤﺨﺘﻠﻒ‬‫ﻁﺮﻕ‬ ‫ﻋﻠﻰ‬
‫ﻭﺗﻘﻴﻴﻢ‬
‫ﻭﺍﺿﺢ‬ ‫ﺍﻟﺘﻌﺮﻑ‬
‫ﻭﻧﻘﺪ‬
‫ﻓﻬﻢ‬ ‫ﻣﻨﺎﻗﺸﺔ‬ 
‫ﺗﻘﺪﻳﻢ‬
.‫ﻭﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺮﻭﻳﺠﻴﺔ ﺍﻷﺧﺮﻯ‬ ‫ﺍﻷﺧﺮﻯ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬
.‫ﻟﻠﻤﺴﺎﻫﻤﻴﻦ‬.‫ﺍﻟﺨﺪﻣﺎﺕ‬ ‫ﻭﻅﺎﺋﻒ‬
‫ﻣﺠﺎﻝﺧﻠﻖ ﻗﻴﻤﺔ‬ ‫ﻋﻠﻰ‬
‫ ﻭﻓﻲ‬.‫ﺍﻟﻌﻤﻼء‬
‫ﻋﻠﻴﻬﺎ‬ ‫ﻭﺗﺄﺛﻴﺮﺍﺗﻪ‬
‫ﻭﺍﻟﺮﺩ‬ ‫ﺍﻟﻤﺘﻜﺎﻣﻠﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﻭﻋﻮﺍﻣﻞﻗﺮﺍﺭ‬
‫ﻓﻲ ﺻﻨﻊ‬ ‫ﺗﺤﻠﻴﻞ‬ ‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬‫ﻟﻤﺸﺎﺭﻳﻊ‬ ‫ﺍﻻﺗﺼﺎﻻﺕ‬
‫ﺍﻟﻤﺤﺪﺩﺓ‬
‫ﻟﻠﻌﻼﻣﺎﺕ‬ ‫ﻓﻬﻢ‬
‫ﺍﻷﻫﺪﺍﻑ‬
‫ﻟﺘﻘﺪﻳﺮ‬ ‫ﺗﻮﻓﻴﺮ‬
‫ﺍﻟﻮﺻﻮﻝ‬:‫ﺍﻟﻤﻬﺎﺭﻱ‬ 
:‫ﺍﻟﻤﻌﺮﻓﻲ‬
 ‫ﺍﻟﺒﻌﺪ‬
‫ ﺗﺤﺪﻳﺪ‬ ‫ﺍﻟﺒﻌﺪ‬
‫ﻓﻲ‬
.‫ﻟﻠﻤﺆﺳﺴﺎﺕ ﺍﻟﺮﻳﺎﺩﻳﺔ‬ ‫ﺍﻟﻨﺠﺎﺡ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﺍﻟﺨﺪﻣﺔ‬
‫ﻭﺍﻟﻔﺮﺹ‬ ‫ﺑﺠﻮﺩﺓ‬
‫ﻟﻠﺘﺤﺪﻳﺎﺕ‬ ‫ﺍﻟﻤﺘﻌﻠﻘﺔ‬
‫ﻭﺍﺿﺤﺔ‬ ‫ﺍﻟﻘﻀﺎﻳﺎ‬
‫ﺭﺅﻳﺔ‬ ‫ﻣﻌﺮﻓﺔ‬
‫ﺍﻟﻤﻬﺎﺭﻱ‬
‫ﺗﻘﺪﻳﻢ‬  ‫ﺍﻟﺠﺎﻧﺐ‬
.‫ ﺍﻟﺤﺎﻻﺕ ﻭﻣﻦ ﺛﻢ ﻓﻬﻢ ﻁﺮﻕ ﺍﻟﺘﻄﺒﻴﻖ ﻟﺤﻞ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺤﺎﻟﻴﺔ ﻟﻠﺸﺮﻛﺎﺕ‬.‫ﺩﺭﺍﺳﺎﺕ‬ ‫ﺑﺸﻜﻞ ﺃﻓﻀﻞ‬ .‫ﺍﻟﻌﺎﻟﻤﻲ‬
‫ﻟﺘﺤﻠﻴﻞ‬ ‫ﺍﻟﻮﻋﻲ‬
‫ﻫﺬﻩ ﺍﻟﻤﺎﺩﺓ‬
‫ﺍﻷﻫﺪﺍﻑ‬ ‫ﺗﺤﻘﻴﻖ‬ ‫ﻷﻫﻤﻴﺔ‬
‫ﻋﻠﻰﻓﻲ‬ ‫ﻣﺘﺰﺍﻳﺪ‬
‫ﺍﻟﻤﺴﺘﻔﺎﺩﺓ‬ ‫ﻓﻬﻢ‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺍﻟﻨﻈﺮﻳﺎﺕﺗﺴﺎﻋﺪ‬ ‫ﻟﺪﻯ‬ ‫ﻳﻜﻮﻥ‬
‫ﻧﻮﻉﺗﺴﺘﺨﺪﻡ‬
‫ﺍﻟﺘﺤﻠﻴﻼﺕ ﺍﻟﺘﻲ‬ :‫ﺳﻮﻑ‬
‫ﺍﻟﻤﻬﺎﺭﻱ‬
‫ﺳﻮﻑ‬ 
‫ﺍﻟﺒﻌﺪ‬
‫ ﺗﺤﺪﻳﺪ‬ ‫ﺍﻟﺒﻌﺪ‬
:‫ﺍﻟﻤﻬﺎﺭﻱ‬
‫ﺍﻟﻬﺎﺭﻱ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬ ‫ﺍﻟﺨﺪﻣﺎﺕ‬ ‫ﻣﻨﻈﻮﺭ‬ ‫ﻣﻦ‬ ‫ﺍﻟﻤﻌﺎﺻﺮﺓ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﻧﻈﺮﻳﺔ‬ ‫ﻭﺗﺤﻠﻴﻞ‬ : ‫ﺍﻟﻤﻬﺎﺭﻱ‬
: ‫ﺗﻔﺴﻴﺮ‬ ‫ﺍﻟﺒﻌﺪ‬
‫ﺍﻟﺒﻌﺪ‬

‫ ﻭﺇﺿﻔﺎء ﺍﻹﻟﻤﺎﻡ ﺑﺄﺩﻭﺍﺕ‬، ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬ .‫ﻭﺍﻻﻗﺘﺼﺎﺩ‬
.‫ﻭﺍﻟﺨﺎﺭﺟﻴﺔ‬ ‫ﻭﺍﻟﻤﺠﺘﻤﻊ‬
‫ﺍﻟﺪﺍﺧﻠﻴﺔﺍﻟﻌﻼﻣﺔ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺍﻟﻌﺎﻟﻤﻲ‬
‫ﻟﻔﻬﻢﺍﻟﺒﻴﺌﺘﻴﻦ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ ﻛﻞ‬
‫ﺍﻟﻤﺴﺘﻬﻠﻚﻣﻦ‬ ‫ﻋﻠﻰ‬
‫ﺍﻷﻭﻟﻮﻳﺔ ﻓﻲ‬
‫ﻋﻠﻴﻪ‬ ‫ﻳﺆﺛﺮ‬
‫ﺣﺴﺐ‬
‫ﻳﺮﻛﺔ‬ ‫ﺍﻟﺬﻱ‬‫ﺍﻟﺬﻱ‬ ‫ﺍﻟﺘﻐﻴﺮ‬
‫ﻭﺗﺮﺗﻴﺒﻬﺎ‬
‫ﺍﻟﻨﻬﺞ‬ ‫ﺍﻟﺴﺮﻳﻊ‬
‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬
‫ﺇﻟﻴﻬﺎ‬ ‫ﻳﺴﺘﻨﺪ‬
.‫ﺍﻟﺜﻘﺎﻓﺎﺕ‬
‫ﻭﺍﻟﺘﺮﻭﻳﺞ‬
‫ﺍﻟﺘﻲ‬‫ﺍﻟﻘﻀﺎﻳﺎ‬
‫ﺍﻷﺳﺎﺳﻴﺔ‬
‫ﻋﺒﺮ‬ ‫ﻭﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﻟﺪﻋﺎﻳﺔ‬
‫ﺑﺘﺤﺪﻳﺪ‬ ‫ﺍﻟﻄﺎﻟﺐ‬
‫ﺑﺎﻟﻤﺒﺎﺩﺉ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬
‫ﺍﻟﻤﻌﺮﻓﺔﻣﺠﺎﻝ‬
‫ﻭﺗﻘﻴﻴﻢ‬
‫ﺳﻮﻑ ﻳﻘﻮﻡ‬ ‫ ﺗﺴﻮﻳﻖ‬
‫ﺗﺤﻠﻴﻞ‬
:
‫ﺯﻳﺎﺩﺓ‬   ‫ﺍﻟﺒﻌﺪ‬
‫ﺍﻟﻤﻬﺎﺭﻱ‬

.‫ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ ﻓﻲ ﺗﺼﻤﻴﻢ ﻭﺇﺩﺍﺭﺓ ﻣﻨﻈﻤﺎﺕ ﺍﻟﺨﺪﻣﺎﺕ‬ ‫ﻭﺍﻹﻧﺘﺎﺝ ﻭ‬
.‫ﺍﻟﺮﻳﺎﺩﻳﺔ‬ ‫ﺍﻟﻤﺸﺎﺭﻳﻊ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ‬
.‫ﺍﻟﻌﺎﻟﻤﻴﺔ‬ ‫ﻟﺘﺴﻮﻳﻖ‬ ‫ﺃﻧﻈﻤﺔ‬
‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫ﻋﻤﻠﻴﺔ‬ ‫ﺧﻄﻮﺍﺕﺑﻴﻦ‬
‫ﻟﻸﻋﻤﺎﻝ‬ ‫ﺍﻟﺘﺪﺍﺧﻞ‬ :‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ﺷﺮﺡ‬
‫ﺗﻮﻓﻴﺮﺍﻟﺴﻴﺎﺳﻴﺔ‬
:‫ﺍﻟﺒﺤﺚ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ﺍﻟﻤﺨﺎﻁﺮ‬  ‫ﺍﻟﺒﻌﺪ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬ ‫ﺍﻟﺠﺎﻧﺐ‬

‫ﺍﻟﺒﻌﺪ‬
.‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬
. ‫ﻭﺍﻟﻤﺴﻮﻗﺖ‬
.‫ﻣﻌﻴﻨﺔ‬
‫ﺍﻻﻋﻼﻡ‬‫ﺗﺠﺎﺭﻳﺔ‬
‫ﺍﻟﻌﻤﻴﻞ‬ ‫ﻭﺳﺎﺋﻞ‬
‫ﻣﻦ‬
‫ﻋﻼﻣﺔ‬ ‫ﻭﻗﻮﺓ ﻷﻱ‬
‫ﻭﺗﺤﻠﻴﻼﺕ‬
‫ﺍﻟﻘﻀﺎﻳﺎ ﻛﻞ‬
‫ﺍﻟﺨﺪﻣﺎﺕ ﻣﻦ‬
‫ﻣﻌﻨﻰ‬
‫ﺍﻟﻜﺒﻴﺮﺓ‬ ‫ﻭﻗﻴﻤﺔﺗﻀﻲء‬
‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬ ‫ﻣﻌﻨﻰ ﺍﻟﺘﻲ‬: ‫ﻓﻬﻢ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬ 
‫ﺍﻟﺒﻌﺪ‬
  ‫ﺍﻟﺒﻌﺪ‬
‫ﻭﺑﺮﺍﻣﺞ ﺿﺮﻭﺭﻳﺔ‬ ‫ﺗﺴﻮﻳﻘﻴﺔ ﻓﻌﺎﻟﺔ‬
.‫ﻭﺧﻄﻂ ﻟﻠﺘﻨﻔﻴﺬ‬ ‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔﻣﻨﺎﺳﺒﺔ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬ ‫ﻭﺿﻊﺇﻟﻰ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻲ‬ ‫ﺍﻻﺗﺼﺎﻝ‬
‫ﻭﻣﻦ ﺛﻢ‬ ‫ﺍﻟﻮﺍﻗﻊ‬
،‫ﺗﻬﺪﻳﺪﺍﺕ‬ ‫ﺍﺭﺽ‬
‫ﻭﺗﻘﻨﻴﺎﺕ‬
‫ﻳﻌﺘﺒﺮ‬‫ﺃﺳﺎﻟﻴﺐ‬‫ﻋﻠﻰ‬
‫ﻭﺃﻳﻬﺎ‬ ‫ﻭﻣﻤﺎﺭﺳﺘﻬﺎﻭﺗﻄﺒﻴﻘﻬﺎ‬
‫ﺗﻮﺳﻴﻊ‬
‫ﻓﺮﺹ‬ ‫ﺧﻼﻝ‬
‫ﻳﻌﺘﺒﺮ‬ ‫ﺍﻹﻳﺠﺎﺑﻲ‬ ‫ﺗﺴﻮﻳﻖﺃﻱ ﻣ‬
‫ﺍﻟﻨﻈﺮﻳﺎﺕ‬
‫ﺍﻟﺘﻮﺍﺻﻞ‬
‫ﺍﻟﺘﺤﻠﻴﻼﺕﻦ‬‫ﺍﻟﻄﻼﺏ‬ ‫ﻣﻬﺎﺭﺍﺕﻓﻲ‬
‫ﻓﻴﺘﻄﺒﻴﻖ‬‫ﺍﻟﻨﻘﺪﻱ‬
‫ﺍﻟﺘﻔﻜﻴﺮﺑﺎﻟﺜﻘﺔ‬
‫ ﺃﺩﺍﺓ‬،‫ﻳﺤﺪﺩﻭﻥ‬
‫ﺍﻟﺸﻌﻮﺭ‬
‫ﺗﻄﻮﻳﺮ‬
::‫ﺳﻮﻑ‬
:‫ﺍﻟﻤﻬﺎﺭﻱ‬
‫ﻧﻘﺪﺭ‬ ‫ﺍﻟﺒﻌﺪ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬  .٢
.‫ﺗﺴﻮﻳﻖ ﻣﺘﻜﺎﻣﻠﺔ‬.R ‫ﺧﻄﺔ‬‫ﺗﺴﺘﺨﺪﻡ‬
‫ﺑﻮﺿﻊ‬ ‫ﺍﻟﺘﻲ‬ ‫ﻭﺍﻷﺳﺎﻟﻴﺐ‬
‫ﻭﺫﻟﻚ‬ ‫ﻣﺤﻠﻲ‬ ،‫ﺍﻧﺘﺸﺎﺭﺍ‬
‫ﺭﻳﺎﺩﻱ‬
.‫ﺍﻵﺛﺎﺭ ﺍﻟﻤﺎﻟﻴﺔ ﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‬
‫ﺍﻷﻛﺜﺮ‬
‫ﻣﺸﺮﻭﻉ‬ ‫ﻣﻊ‬ ‫ﺑﺎﻟﻌﻤﻞ‬
.‫ﺍﻟﻤﺴﺘﻬﺪﻓﺔ‬
.‫ﺑﺸﻜﻞ ﻧﻘﺪﻱ‬ ‫ﻋﻤﻠﻴﺔ‬
‫ﺍﻟﺠﻤﺎﻫﻴﺮ‬ R ‫ﺃﺳﺎﺳﻴﺎﺕ‬
‫ﺗﺠﺮﺑﺔ‬
‫ﺃﻳﻀﺎﺍﻟﻌﺎﻟﻤﻴﺔ‬
‫ﺗﺮﻛﺰ ﻋﻠﻰ‬ ‫ﻣﻊ‬
‫ﺍﻟﺴﻮﻕ‬ ‫ﺗﻮﻓﻴﺮ‬
‫ﻓﺮﺹ‬
‫ﺍﻟﻤﺎﺩﺓ‬ :‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬
‫ﻟﻠﺘﻮﺍﺻﻞ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ ﺗﻘﻴﻴﻢﻫﺬﻩ‬ ‫ﺍﻟﺒﻌﺪ‬

‫ﻭﻧﻘﺪﻱ ﺣﻮﻝ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺍﻷﺳﺎﻟﻴﺐ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ ﺑﻨﺎء ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﻤﺴﺘﻮﺣﺎﺓ‬.‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺑﺸﻜﻞ ﺧﻼﻕ‬ ‫ﺗﺤﻠﻴﻼﺕ‬ ‫ﺍﻟﺘﻔﻜﻴﺮ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ ﻋﻠﻰ‬
‫ﻣﺸﺎﺭﻳﻊ‬ ‫ﺍﻟﻄﻼﺏ‬ ‫ﻗﺪﺭﺓ‬
‫ﺇﺩﺍﺭﺓ ﻭﺗﻨﻔﻴﺬ‬ ‫ﺯﻳﺎﺩﺓ‬
‫ﻛﻴﻔﻴﺔ‬
:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬ ‫ ﻓﻬﻢ‬ 
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻟﺰﻳﺎﺩﺓ ﻓﻌﺎﻟﻴﺔ ﺗﺴﻮﻳﻖ ﺍﻟﺨﺪﻣﺎﺕ ﻋﻦ ﻁﺮﻳﻖ ﺍﻛﺘﺴﺎﺏ ﺭﺅﻳﺎ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﺘﻲ ﻳﻮﺍﺟﻬﻬﺎ ﺍﻟﻤﺘﺨﺼﺼﻮﻥ‬ ‫ﺍﻟﺘﻄﻮﺭ‬
.‫ﺍﻟﻘﺮﺍﺭ‬ ‫ﻋﻠﻰﻓﻲﺍﺗﺨﺎﺫ‬‫ﻭﻧﻄﺎﻕ‬
‫ﺑﺎﻟﺜﻘﺔ‬ ‫ﺗﺸﻌﺮ‬
‫ﺍﻟﺜﻘﺎﻓﺔ‬ ‫ ﺗﻄﺒﻴﻖ‬ ..٢
‫ﻁﺒﻴﻌﺔ‬
:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬ ٢
‫ﺗﻌﻠﻢﻓﻲ‬ 
‫ﻭﺗﺤﻠﻴﻞ ﺍﻟﻔﺮﺹ‬ .‫ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕﻋﻠﻴﻬﺎ‬
‫ﻋﻨﻬﺎ ﻭﺍﻟﺤﻔﺎﻅ‬ ‫ﻭﺍﻟﺪﻓﺎﻉ‬
.‫ﻟﻠﺘﺤﻠﻴﻞ‬
‫ﺍﻟﻤﺘﻜﺎﻣﻠﺔ‬ ، ‫ﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ﺍﻟﻤﺸﺎﺭﻳﻊ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﻣﻨﻬﺎ‬
‫ﺩﻭﺭ‬ ‫ﻭﺍﻹﺳﺘﻔﺎﺩﺓ‬
‫ﺇﻋﺪﺍﺩ‬ ‫ﻛﻴﻔﻴﺔ‬
‫ﺍﻻﺗﺼﺎﻻﺕ‬
‫ﻣﻘﺪﻣﺔﻓﻲ‬
‫ﺍﻟﺘﻐﻴﺮﺍﺕ‬
.‫ﺍﻟﺪﻭﻟﻲ‬
‫ﻭﺍﻟﺘﺴﻮﻳﻖ‬ .‫ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻷﻋﻤﺎﻝ‬ ‫ﻟﻐﺔ‬ ‫ﺗﺴﻮﻳﻖ‬
‫ﻋﻠﻰ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬‫ﺍﻟﺤﺼﻮﻝ‬
‫ﺍﻟﻤﺘﻜﺎﻣﻠﺔ‬
‫ﺍﻷﻋﻤﺎﻝ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﻟﺮﻳﺎﺩﺓ‬ ‫ﺍﻟﻌﻼﻣﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻟﺨﺪﻣﺎﺕ‬:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬
‫ﺗﻌﺰﻳﺰ‬
‫ﺧﻄﺔ‬  .‫ﺍﻟﺒﻌﺪ‬
::‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ﻣﻨﻈﻮﺭ‬
‫ﺍﻟﻮﺟﺪﺍﻧﻲ‬ ٢
‫ﻟﻠﺘﺴﻮﻳﻖ‬ ‫ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻲ‬ ‫ﺍﻟﺪﻭﺭ‬
:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬ .‫ﺍﻟﺒﻌﺪ‬
٢
.‫ﻭﺍﻟﻤﺠﺘﻤﻊﻣﻦ ﺍﻟﺒﻴﺎﻧﺎﺕ‬
‫ﻣﺨﺘﻠﻔﺔ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﺍﻷﻋﻤﺎﻝ‬ ‫ﺍﻷﻋﻤﺎﻝ‬
‫ﺭﻳﺎﺩﺓ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﻭﺗﻮﺯﻳﻊ‬ ‫ﻓﻲ‬ ‫ﺍﻹﻋﻼﻥ‬
‫ﺗﺴﻌﻴﺮ‬
‫ﻧﻈﺮﻳﺎﺗﻮﻣﻤﺎﺭﺳﺎﺕ‬
‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫ﺍﻟﻌﻼﻣﺔ‬  
.‫ﺃﻧﻮﺍﻉﺑﺜﻘﺔ‬ ‫ﻟﺘﺤﻠﻴﻞ‬
‫ﺍﻟﻌﺎﻟﻤﻴﺔ‬
‫ﺍﻟﺨﺪﻣﺎﺕ‬‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﻁﺮﻳﻘﺔ‬
‫ﺍﻷﻋﻤﺎﻝ‬
‫ﻭﺧﺼﺎﺋﺺ‬ ‫ﺃﻓﻀﻞ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺗﺤﺪﻳﺪ‬
‫ ﻁﺒﻴﻌﻪ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬ ‫ﺗﻨﻔﻴﺬ‬ 
‫ﺍﻟﻤﺴﺘﻬﻠﻚ‬
‫ﺍﻷﻋﻤﺎﻝﻓﻲ‬
‫ﻟﺘﺤﻮﻳﻞﺍﻟﺴﻮﻕ‬ ‫ﻭﺍﻻﺑﺘﻜﺎﺭ‬ ‫ﻭﺳﻠﻮﻙ‬
‫ﻟﺮﻳﺎﺩﺓ‬ ،‫ﺍﻹﻋﻼﻥ‬
‫ﺍﻟﺘﺮﻭﻳﺞ‬
‫ﺍﻟﻌﻤﻼء‬ ‫ﺇﺷﺮﺍﻙ‬  
.‫ﺍﻹﺣﺼﺎﺋﻴﺔ ﺇﻟﻰ ﻣﻌﻠﻮﻣﺎﺕ ﺗﺴﻮﻳﻘﻴﺔ ﻣﺜﻴﺮﺓ ﻟﻼﻫﺘﻤﺎﻡ‬.‫ﺍﻹﺑﺪﺍﻋﻴﺔ‬ ‫ﺍﻟﻨﺘﺎﺋﺞ‬ ‫ﺍﻟﺪﻭﻟﻴﺔ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﺍﻷﺳﻮﺍﻕ‬
‫ﺍﻟﺼﺤﻴﺢ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﻌﻼﻣﺔ‬
‫ﻭﺗﺤﻠﻴﻞ‬
‫ﺍﻟﻤﻮﻗﻒ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ ﺗﺼﻮﺭ‬
‫ﻗﻴﻤﺔ‬
‫ﺗﺤﺪﻳﺪ‬
‫ﺗﺤﻘﻴﻖ‬ 
‫ﺍﻟﺘﺨﻄﻴﻂ ﺍﻹﻋﻼﻣﻲ‬ ‫ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﻣﺠﺎﻝ‬
،‫ﺍﻟﺮﺳﺎﺋﻞ‬
‫ﻣﻨﺘﺠﺎﺕ ﻭﺧﺪﻣﺎﺕ ﺗﻨﻈﻴﻢ ﺍﻟﻤﺸﺎﺭﻳﻊ‬ ‫ﻓﻲ‬ ‫ﺍﻟﻤﺴﺘﻬﻠﻚ‬
،‫ﺍﻹﻋﻼﻥ‬
‫ﺍﻟﺴﻮﻗﺖﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫ﺍﻟﺴﻮﻕ‬
‫ﺍﻟﻌﻼﻣﺔ‬
‫ﺳﻠﻮﻙ‬
‫ﺧﻄﺔ‬
‫ﺗﻄﻮﻳﺮ‬
‫ﺗﺠﺰﺋﺔ‬‫ﺗﺸﻜﻴﻞ‬ 
‫ﻫﻮﻳﺔ‬
:‫ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬ .٢
‫ﻭﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻤﺆﺳﺴﻴﺔ‬ ‫ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﺍﻟﺮﻳﺎﺩﻳﺔ‬ ‫ﻣﻨﺘﺠﺎﺕ‬
‫ﺍﻟﻌﺎﻣﺔ‬
‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﺍﻟﻤﻨﺎﻓﺴﺔ‬
‫ﺗﻄﻮﻳﺮ‬
‫ﺍﻟﻌﻼﻗﺎﺕ‬
‫ﺍﻟﻌﻼﻣﺔ‬
‫ﺍﻷﻋﻤﺎﻝ‬ ‫ﺗﺤﻠﻴﻞ‬‫ﻧﻤﺎﺫﺝ‬ 
‫ﺍﻟﺪﻭﻟﻲ ﻣﺤﺘﻮﻳﺎﺕ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭ‬ ‫ﺍﻟﻌﻼﻣﺔ‬ ‫ﺑﻨﺎء‬ 
‫ﺍﻟﺮﻳﺎﺩﻱ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻻﺟﺘﻤﺎﻋﻲ‬
‫ﺍﻟﺨﺪﻣﺎﺕ‬
‫ﻭﺍﻻﺑﺪﺍﻉ‬ ‫ﻟﺘﺤﻠﻴﻼﺕ ؟‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬‫ﻋﻤﻠﻴﺔ‬‫ﻭﺗﺤﺪﻱ‬ ‫ﺍﻟﻐﺮﺽ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬
‫ﺍﻻﺑﺘﻜﺎﺭ‬
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬ ‫ﺻﻤﻴﻢ‬ ‫ﻧﻄﺎﻕ‬
‫ﺗﺼﻤﻴﻢ‬
‫ﺗﺼﻤﻴﻢ‬  .٣
‫ﻭﺳﺎﺋﻞ‬
‫ﻭﺍﻟﺘﺮﻭﻳﺞ‬ ‫ﺍﻹﻋﻼﻥ‬
R ،‫ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ‬ ‫ﻁﺮﻳﻖ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ ﻋﻦ‬ ‫ﺍﻟﻌﻼﻣﺔ‬ ‫ﺇﺩﺍﺭﺓ‬ 
 ..٣
.‫ﻏﻮﻱ‬ R ‫ﺣﺰﻡ ﻭ‬ R.‫ﺍﻟﺸﻜﺎﻭﻱ‬
:‫ﺍﻟﺘﺴﻮﻳﻖ‬.‫ﺍﻟﻌﺎﻟﻤﻴﺔ‬ ‫ﺍﻷﺳﻮﺍﻕ‬ ‫ﺻﻔﻴﺔ ﻓﻲ ﺗﻘﻴﻴﻢ‬
‫ﺍﻟﺜﻘﺎﻓﻴﺔ‬ ‫ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ‬
‫ﻟﺘﺤﻠﻴﻼﺕﻣﻦ‬
‫ﺍﻟﺒﺮﻣﺠﻴﺎﺕﻭﺍﻟﺘﻌﺎﻣﻞ‬
،‫ﺕ ﺍﻟﻌﻤﻼء‬ ‫ﺑﻴﺌﺎﺕ‬
‫ﻋﻼﻗﺎ‬ ‫ﻓﻲ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬
‫ﺗﻤﺎﺭﻳﻦ‬ ‫ﻣﻘﺪﻣﺔ‬
‫ﺇﺩﺍﺭﺓ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬ ‫ﻭﺳﺎﺋﻞ‬
‫ﻭﺳﺎﺋﻞ‬ ٣
.‫ﺑﺎﻟﻎ‬ ‫ﻗﻠﻖ‬
‫ ﻭﻫﺎﺩﻭﺏ‬،‫ﻭﻧﻴﺔ‬ ‫ﻛﻤﺼﺪﺭ‬
٢٠‫ﺇﻟﻜﺘﺮ‬
‫ﻫـ‬ ‫ﻭ‬:‫ﺍﻟﺘﻘﻮﻳﻢ‬
‫ﺍﻟﺴﻴﺎﺳﻴﺔ؛‬
‫ﺑﺎﻳﺜﻮﻥ‬ ‫ﻭﺳﺎﺋﻞ‬
‫ﺍﻟﺒﻴﺌﺔ‬
‫ﻧﻈﺎﻡ‬
:‫ﻭﺳﺎﺋﻼﻟﺘﻘﻴﻴﻢ‬  ..٣
  .٣
‫ﺣﺎﻟﺔ‬ ‫ﺩﺭﺍﺳﺔ‬ ‫ﺍﺧﺘﺒﺎﺭﺍﺕ‬
‫ﺗﺤﻠﻴﻞ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬ ‫ﻭﺳﺎﺋﻞ‬ ٣
.‫ﺍﻟﺪﻭﻟﻴﺔ‬ ‫ﻗﻨﻮﺍﺕﺣﺎﻟﺔ‬
‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺩﺭﺍﺳﺔ‬/ ‫ﻟﻠﺸﺮﻛﺎﺕ‬
‫ﻭﺍﻟﺨﺪﻣﺎﺕﻭﺗﺤﻠﻴﻼﺕ‬ ‫ﺗﻤﺎﺭﻳﺔ ﺻﻔﻴﺔ‬
‫ﺍﻟﻤﻨﺘﺠﺎﺕ‬
.‫ﺍﻟﻠﻮﺟﺴﺘﻲ‬
‫ﺍﻻﻧﺤﺪﺍﺭﺍﻟﺘﻘﺪﻳﻤﻴﺔ‬
‫ﻭﺍﻟﻌﺮﻭﺽ‬ ‫ﺗﻄﺒﻴﻘﻴﺔ‬
،‫ﺍﻟﻤﺘﻌﺪﺩ‬ ‫ﻭﻭﺍﺟﺒﺎﺕ‬
‫ﺍﻻﻧﺤﺪﺍﺭ‬
‫ﺍﻟﻤﻨﺎﻗﺸﺎﺕ‬ ‫ﺗﻘﺪﻳﻤﻴﺔ‬
-‫ﺍﻟﻄﺎﻟﺐ‬
‫ﻓﻲ‬.‫ﺣﺎﻟﺔ‬:‫ﺍﻟﺘﻨﺒﺆﻳﺔ‬ ‫ﻋﺎﺭﻭﺽ‬
‫ﻓﺮﺩﻱ‬ ‫ ﺗﻘﻴﻴﻢ‬ 
‫ﺍﻟﺘﺤﻠﻴﻼﺕ‬
‫ﻣﺸﺎﺭﻛﺔ‬
‫ﻣﻘﺎﻟﺔ‬ ‫ﺗﻠﺨﻴﺺ‬
‫ﺗﻄﺒﻴﻘﻴﺔ‬ ‫ﻭﻭﺍﺟﺒﺎﺕ‬ ‫ﺗﻘﺪﻳﻤﻴﺔ‬‫ﺩﺭﺍﺳﺔ‬‫ﻋﺮﻭﺽ‬ ‫ﺗﺤﻠﻴﻞ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬ 
.‫ﺍﻟﻨﺺ‬ ‫ﺍﻟﺘﺠﺎﺭﻳﺔ‬
‫ﻣﺤﻠﻴﺔ‬
‫ﺗﺤﻠﻴﻼﺕ‬ /‫ﺍﻟﻌﻼﻣﺔ‬
‫ﻧﺎﺷﺌﺔ‬ ‫ﻟﺸﺮﻛﺔ‬
‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬ ‫ﻧﻬﺎﺋﻴﺔ‬
‫ﻋﻼﻗﺎﺕ‬
‫ﺗﺴﻮﻳﻘﻴﺔ‬ ‫ﺍﺧﺘﺒﺎﺭﺍﺕ‬
‫ﺍﻟﺤﺎﻻﺕ‬
‫ﺍﻹﻋﻼﻡ‬‫ﻣﻘﺎﺑﻼﺕ‬
‫ﺧﻄﺔ‬ ‫ﻭﺳﺎﺋﻞﺩﺭﺍﺳﺔ‬
‫ﻭﺳﺎﺋﻞ‬   .٣
.‫ﻭﺍﻟﻌﺮﻭﺽ ﺍﻟﺘﻘﺪﻳﻤﻴﺔ‬ ‫ﺍﻟﺼﻔﻴﺔ‬ ‫ﺍﻟﻨﻘﺎﺷﺎﺕ‬ ‫ﺍﻟﻄﺎﻟﺐ ﻓﻲ‬ ‫ﻣﺸﺎﺭﻛﺔ‬
‫ﺍﻟﺘﺤﻠﻴﻞﻧﻬﺎﺋﻲ‬
‫ﺗﻘﺮﻳﺮ‬ 
Course Code Course Title ‫ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﺻﻮﺭﺗﻬﺎ ﻣﻦ ﻣﻨﻈﻮﺭ ﺷﺨﺼﻲ‬ Credits ‫ﻭﺗﺤﺪﻳﺪ ﻣﻮﻗﻊ ﺍﻟﻌﻼﻣﺔ‬ ‫ﺍﻟﺸﺨﺼﻲ‬
Prerequisite
‫ﺗﻄﺒﻴﻘﻴﺔ‬
. ‫ﺗﻄﺒﻴﻘﻴﺔ‬ ‫ﺗﻌﻠﻴﻢ‬
‫ﺗﻌﻠﻢ‬
‫ﻭﺍﺟﺒﺎﺕ‬
‫ﺗﻤﺎﺭﻳﺔ‬
‫ﻣﻘﺎﻟﺔ‬
:‫ﺍﻟﺘﻘﻮﻳﻢ‬
‫ﺗﻤﺎﺭﻳﺔ‬   .٣
‫ﻭﺳﺎﺋﻞﻛﺘﺎﺑﺔ‬
Course Code Course Title Credits ‫ﺍﻟﺘﺠﺎﺭﻳﺔﻷﻱ ﺷﺮﻛﺔ‬
‫ﺷﺒﻜﺔ ﺗﻮﺯﻳﻊ‬ ‫ﺍﻟﻌﻼﻣﺔ‬
‫ﻭﻧﻬﺎﺋﻲ‬‫ﺃﻱ‬Prerequisite
‫ﻋﻠﻰ‬
‫ﺗﺪﻗﻴﻖ‬
‫ﻧﺼﻔﻲ‬ ‫ﻓﺼﻠﻲ‬‫ﻣﺸﺮﻭﻉ‬‫ﻣﺸﺮﻭﻉ‬ 
‫ﺍﺧﺘﺒﺎﺭ‬
‫ﺍﻷﺧﺘﺒﺎﺭ‬
‫ ﺍﺧﺘﺒﺎﺭ‬
MRKTE 610 Integrated Marketing Communication 03 .‫ﻭﻧﻬﺎﺋﻲ‬ MRKTE‫ﻧﺼﻔﻲ‬‫ﺻﻔﻴﺔ‬ 603
‫ﺍﺧﺘﺒﺎﺭ‬
‫ﺗﻤﺎﺭﻳﻦ‬ 
MRKTE Course 611
Code Strategic MarketingCourse Management
Title 03
Credits ‫ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ‬ ‫ﻭﻧﻬﺎﺋﻲ‬
MRKTE ‫ﻧﺼﻔﻲ‬
‫ﻋﺮﺽ ﺗﺪﻗﻴﻖ‬
Prerequisite 610  
1. Course
Objectives: Code Course Title Credits ‫ﻧﻬﺎﺋﻲ‬ ‫ ﻣﺸﺮﻭﻉ ﻓﺼﻠﻲ‬
Prerequisite
1. Objectives: Course Code Course Title Credits Prerequisite
‫ﺍﻟﻨﻬﺎﺋﻲ‬ ‫ ﺍﻷﺧﺘﺒﺎﺭ‬
Knowledge
Course Domain:
Code Course Title Credits ‫ﻭﻧﻬﺎﺋﻴﺔ‬ MRKTE
‫ﻧﺼﻔﻴﺔ‬
Prerequisite 601 
‫ﺍﺧﺘﺒﺎﺭﺍﺕ‬
Course
MRKTE
Knowledge MRKTE
MRKTE Code
612608
Domain:
620 Advanced
Marketing Course Applied
Title Marketing
for Enterpreneurs
International Marketing Credits
030303 Prerequisite
MRKTE
MRKTE 604
 To introduce
MRKTE 609 students to the principle
Services and basic concept of marketing
Marketing 03 communication process MRKTE in601 a601
602
Objectives:
1.MRKTE CourseIn this course, students
Code integratedStrategic
streamlined will
marketinglearn compelling
Course
strategy. Title and sometimes conflicting
Credits theoretical perspectives
MRKTE
Prerequisite 601of
622 Brand Management 03
1. Knowledge
Objectives:
 MRKTE strategy,
To provide including
Domain: an strategic management
understanding of integrated and strategiccommunications
marketing marketing. (IMC) and its MRKTE 602
influences on603 other
Skill Domain: 621 Marketing Analytics 03 MRKTE
Knowledge
1. Objectives: To Domain:
 marketing critically
Students willdiscuss
functions haveand anand evaluate
understanding
other theof
promotional various journal
increasing
activities. articles and
importance other readings
of global awareness. and discuss the
Skill Domain:
Knowledge  This course alsotofocuses
Domain:
BeUnderstanding
knowledgeable
implications about
marketing
of on
ways
Marketing the financialneed
services
practice
products implications
and of strategic
to be marketed
services across due tomarketing
cultures. their intangible decisions core.
1.Objectives:
Skill Students
Provide
Be informed
Domain:
 ToAwareness will
an
analyze and identify
appreciation
regarding
evaluate
about andof prioritize
the
service role
quality
the fast-changing
the Political ofstrategic
brands
issues issues
in
and in
customer
the business.and promotion which environment.
both
success
field of advertising
risks of international the
decision internal
factors making
in and external
and
services in creating
marketing.affectsshareholder
global
Knowledge
Affective
Skill Domain:
Skill Domain: Domain:
value. Domain:
Interpret society
marketing, (analyzeand andeconomy.
synthesize) contemporary marketing theory – specifically a marketing service
Skill  Domain:
Affective  TheyUnderstand
Explain willthe
perspective.
Domain:
Assess use the needs
learned
overlap
critically global ofmarket
oftheories marketing
marketing withmanagers
in marketing operations
opportunities. formanagement
managementmarketingcourse intelligence.
to analyze
and human resource businesssystems case studies in theindesign
the
  Increase
Affective  and
To Determine
classroom,
management
Domain:
develop
Apply and
fluency and
positive
culture react
then
with
to to
apply the
the core
ofdecision
service
communication objectives
understanding
principles
organizations.
making. set for
ofbythe
skillsunderlyingmarketing
concept
extending analytics
to solve
a consumer
the projects.
currentcommunication
centric
marketing problems to
approach forbrand
aapproaches
company.
strategy,and and
  Reflect Understand
They
create will
Feeling
techniques determine
familiarity
critically
Obtain the the
confident
into meaning
with
on which
services
to
effective
language apply and
researchissues value
tools
marketing
theory
of marketing
international aretoof big
from
practice
strategy data
opportunities
that illuminate
the andandsocial
the media
which
meaning
perspectives are
of analytics.
threats,
and
consumerstrength then
and develop
of any
marketer.
and programs which are necessary to communicating to target
marketing. appropriate
particular brand.
Skill
Affective
2.
Affective Domain:
strategies
Topics: Domain:
audiences.
Domain: and implementation plans.
2.   Augment
2. Topics:
Topics: Identify
Feel confident
Nature
ConfidentlyandtheScope
student type ofofanalyses
ability
in developing
implement toglobal
think
Marketing that
strategy willto best
creatively
marketing helpcritically
and
increase achieve
the
strategies. the objectives.
about
effectiveness theof strategies
servicesand tactics involved
marketing by gaining in
  Business Appreciate
building,
insights and
into
ChangingMarketing
Integrated
Conceive the
leveraging, basics
marketing
the
Role
of problems of
defending R, the
strategies
of Marketing
a creative faced
Communications andmost
by pervasive
sustaining
service
international marketing analytics
inspired
marketing
(IMC) strategy. tool,
brands.
professionals. and methods that use R.
2. 2. Topics:
Topics:  TheLearn to Brand
A strategic
Service
Integrated manage ofand
rolePromotion
Perspective execute
marketing (IBP) marketing analytics projects.
2. Topics:
  Branding Learn
Business how
strategyto prepare data forInternational
analysis. Marketing.
Theory
Advertising
The Scope and Marketing
inandBusiness
Challenge Practice
and Society
of

Affective
  Brand nature and
Domain:
Defining Equity
andcharacteristics
analyzing of
markets services
Customer
Advertising,
Cultural Engagement
IBP,
Dynamics andin and Market
Consumer
assessing Innovation
Behaviour
global markets.
  consumer Determine
Brand
Market behavior
Identity how
segmentation toinbest
services
analyze context
diverse types of data.
  The Market shaping
Advertising
The Political Plan, Message,
Environment; A critical concern. Strategy
Media Planning
  developing
Achieve service
right product
attitude to turn statistical findings into marketing information that gets attention.
  Brand Analyzing
Public Architecture
Business competition
Relation
Products models
and and & Brand
Corporate
Services Portfolio
Advertising
for Businesses / International Marketing Channels.
 designing service's process
3. 2.
Assessment
3. Topics: Managing
Designing
Assessment
brands
DesignMethods:
Customer
marketing
innovation
Methods:
relationship
withandAdvertising
creativity and Promotional strategies
strategy
management and handling complaint.
3. 3.
Assessment 
Assessment Purpose of
Methods: analytics?
Methods:
 In-class exercises,
Assignments
3. Assessment  Individual
Introduction
In-class Methods:
ArticleProjects
Electronic
Term summary
quizzes to software
Assignments
exercises onandanyCase
Firms
environments
study Analysis.
Distribution
for marketing analytics: R, R packages & R GUIs;
Network.
  Brand Python;
Presentations
Case
Case
Mid study H20;
Relationship
analysis:
Presentations
and Finaland
analysis.
and Hadoop
Interviews
practical
Service
practical
Exam. assignments.
Dominant
assignments. logic in practice
  Personal
Predictive
Final
Student
Essay
Final project analytics:
report. in–classroom
Image-Identity
participation
Examinations multiple
Gap Analysisregression, Logistic
& Positioning
discussions regression
Statement
and presentations.
  BrandSocial Media
Audit
Experiential
Examinations Project/ TextExercises.
learning Analytics
 BrandMid and Audit
FinalPresentation
Examination.

٢٢
1. 3.Assessment
Objectives:
Final ExamMethods:
 Class
Knowledge Domain:
Assignments
  Provide understanding
Final Term Projects about the basic tools of marketing that can be used by entrepreneurs in their
startups and businesses.
 Mid and Final Examinations
 Provide a clear view of the challenges and opportunities of marketing for entrepreneurial organizations.
Skill Domain:
 Provide “how to” instructions for entrepreneurial marketing.
Affective Domain:
 Provide hands-on experience developing a complete marketing plan for an actual local startup.
2. Topics:

 Introduction to entrepreneurial marketing, strategies & opportunity analysis

 Entrepreneurial marketing plan
 Entrepreneurial pricing & distribution
 Entrepreneurial promotion
 Entrepreneurial products & services development
 Entrepreneurial branding
 Entrepreneurial social marketing

3. Assessment Methods:
 Case study analysis.
 Student participation in classroom discussion and presentations.
 Marketing plan for local start-up.
 Experiential learning Exercises.
 Mid and Final Examinations.

٢٣
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
٦٠١ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺪﻭﻟﻴﺔ‬ ٦٠٨ ‫ﺍﺩﺭﺕ‬

:‫ ﺍﻷﻫﺪﺍﻑ‬.١
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ﺗﺤﺪﻳﺪ ﻗﻀﺎﻳﺎ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻟﺪﻭﻟﻴﺔ ﻓﻲ ﺍﻷﺳﻮﺍﻕ ﺍﻟﻤﺘﻘﺪﻣﺔ ﻭﺍﻟﻨﺎﺷﺌﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻛﻞ ﻣﻦ ﺍﻟﻨﻈﺮﻳﺎﺕ ﻭﺍﻟﻤﻔﺎﻫﻴﻢ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﺪﻭﻟﻴﺔ ﺍﻟﻜﻼﺳﻴﻜﻴﺔ‬ 
.‫ﺷﺮﺡ ﻛﻴﻒ ﺗﺘﺨﺬ ﺍﻟﻤﻨﻈﻤﺎﺕ ﻗﺮﺍﺭﺍﺕ ﺩﺧﻮﻝ ﺍﻟﺴﻮﻗﺖ ﻭﻣﻮﻗﻊ ﺍﻟﺴﻮﻗﺖ‬ 
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻬﺎﺭﻱ‬
.‫ﺗﻘﻴﻴﻢ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺪﻭﻟﻴﺔ ﻟﻠﺸﺮﻛﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ ﻭﺍﻟﺼﻐﻴﺮﺓ‬ 
.‫ﺗﻘﻴﻴﻢ ﺑﻴﺌﺔ ﺍﻟﺴﻮﻗﺖ ﺍﻟﺪﻭﻟﻴﺔ ﻣﻦ ﻭﺟﻬﺎﺕ ﻧﻈﺮ ﻣﺘﻌﺪﺩﺓ‬ 
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ﺗﻔﺴﻴﺮﺓ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺪﻭﻟﻴﺔ ﺍﻟﺘﻲ ﺗﺨﺘﺎﺭﻫﺎ ﺍﻟﺸﺮﻛﺎﺕ ﻣﺘﻌﺪﺩﺓ ﺍﻟﺠﻨﺴﻴﺎﺕ ﻭﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺪﻭﻟﻴﺔ‬ 
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ﻅﺮﺓ ﻋﺎﻣﺔ ﻋﻠﻰ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﺪﻭﻟﻴﺔ‬ 
‫ﺗﻄﻮﺭ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﺪﻭﻟﻴﺔ‬ 
‫ﺍﻟﺘﻜﺎﻣﻞ ﺍﻻﻗﺘﺼﺎﺩﻱ ﺍﻹﻗﻠﻴﻤﻲ‬ 
‫ﺍﻟﺘﺪﻓﻖ ﺍﻟﺪﻭﻟﻲ ﻟﻸﻣﻮﺍﻝ‬ 
‫ﺑﻴﺌﺔ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺪﻭﻟﻴﺔ‬ 
‫ﺃﻭﺿﺎﻉ ﺩﺧﻮﻝ ﺍﻟﺴﻮﻗﺖ ﻭﺻﻨﺎﻋﺔ ﺍﻟﻘﺮﺍﺭ‬ 
‫ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻷﻋﻤﺎﻝ ﺍﻟﺪﻭﻟﻴﺔ‬ 
‫ﺇﺩﺍﺭﺓ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ ﺍﻟﺪﻭﻟﻴﺔ‬ 
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ﻣﺸﺎﺭﻛﺔ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﺘﻌﻠﻴﻤﻲ‬ 
‫ﻣﻘﺎﻟﺔ ﻓﺮﺩﻳﺔ‬ 
(‫ﺗﻘﺮﻳﺮ ﺍﻷﻋﻤﺎﻝ )ﻛﻔﺮﻳﻖ‬ 
‫ﻋﺮﺽ ﺗﻘﺪﻳﻤﻲ ﻣﻦ ﺍﻟﻔﺮﻳﻖ‬ 
‫ﺍﻹﺧﺘﺒﺎﺭ‬ 

Course Code Course Title Credits Prerequisite

BUSM 608 International Business Administration 03 MRKTE 601
1. 1. Objectives:
Knowledge Domain:
 Identify international business issues in advanced markets and emerging markets by using both classic and
emerging international business theories and concepts;
 Explain how organizations make market entry and market location decisions;
Skill Domain:
 Evaluate the international operations of large and smaller firms;
 Assess international market environment from multiple perspectives;
Affective Domain:
 Interpret international strategies chosen by multidomestic, international, global, and transnational firms.
2. Topics:
 Overview of international business
 The evolution of international business
 Regional economic integration
 The international funds flow
 International business environment
 Market entry modes and decision making
 International business strategies
 International HRM

٢٤
3. Assessment Methods:
 Tutorial participation
 Individual essay
 Team-based business report
Team presentation
 Examination

٢٥
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
٦٠٢ ‫ﺳﻮﻗﺖ‬ ٦٢٣ ‫ﺳﻮﻗﺖ‬
٣ ‫ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﻤﻨﻈﻤﺎﺕ ﻏﻴﺮ ﺍﻟﺮﺑﺤﻴﺔ‬
٦٠٩‫ﺳﻮﻗﺖ‬
:‫ ﺍﻷﻫﺪﺍﻑ‬.١
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ ﺗﻄﻮﻳﺮ ﻣﻬﺎﺭﺍﺕ ﺍﻟﻨﻘﺪ ﻟﺘﻘﻴﻢ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
.‫ ﻓﻬﻢ ﺃﺳﺎﺳﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﻭﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﻬﺪﻳﺪﺍﺕ( ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬، ‫ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺗﺴﻮﻳﻖ ﻭﺇﻳﺼﺎﻝ ﺍﻟـ ﺳﻮﺍﺕ )ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻭﺍﻟﻀﻌﻒ‬
.‫ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺧﻠﻖ ﺃﻫﺪﺍﻑ ﺗﺴﻮﻳﻘﻴﺔ ﺫﺍﺕ ﻁﺎﺑﻊ ﻣﺤﺪﺩ ﻭ ﻗﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ ﻭﻗﺎﺑﻠﺔ ﻟﻠﻮﺻﻮﻝ ﻟﻬﺎ ﻭﻭﺍﻗﻌﻴﺔ ﻭﻣﺤﺪﺩﺓ ﺑﻮﻗﺖ ﻣﻌﻴﻦ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ ﺍﻹﻟﻤﺎﻡ ﻭﺻﻴﺎﻏﺔ ﺍﻟﻘﺼﺺ ﺍﻟﺘﻲ ﺗﺨﻠﻖ ﺍﻟﻤﻬﺎﻡ ﺍﻷﺳﺎﺳﻴﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﻭﺧﻠﻖ ﺭﺅﻳﺘﻬﺎ‬
.‫ ﺍﻟﺘﻄﺮﻕ ﻟﻸﺩﻭﺍﺕ ﺍﻹﺟﺘﻤﺎﻋﻴﺔ ﻭﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻭﻟﻤﻘﺎﻳﻴﺴﻬﺎ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
.‫ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﺃﺻﺤﺎﺏ ﺍﻟﻤﺼﻠﺤﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﺑﺤﻮﺙ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﺟﻤﻊ ﺍﻟﺘﺒﺮﻋﺎﺕ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﺍﻹﻋﻼﻥ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‬:‫ ﻗﺮﺍﺭﺍﺕ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
.‫ ﺍﻟﻌﻼﻣﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ ﺍﺧﺘﺒﺎﺭﻳﻦ‬
‫ ﺧﻄﺔ ﺗﺴﻮﻳﻘﻴﺔ ﻣﻜﺘﻮﺑﺔ‬
‫ ﻋﺮﺽ ﺍﻟﺨﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ ﻭﺍﻟﻤﺸﺎﺭﻳﻊ ﺃﺛﻨﺎء ﺍﻟﻤﺤﺎﺿﺮﺍﺕ‬/ ‫ ﺍﻟﻤﺸﺎﺭﻛﺔ ﻓﻲ ﺍﻟﻤﺤﺎﺿﺮﺍﺕ‬
‫ ﺍﻟﺘﻄﻮﻉ ﻓﻲ ﺍﻟﻤﻨﻈﻤﺎﺕ ﺍﻟﻐﻴﺮ ﺭﺑﺤﻴﺔ‬
Course Code Course Title Credits Prerequisite
MRKTE 602
MRKTE 623 Marketing for Non-Profit Organizations 03
MRKTE 609
1. Objectives:
Knowledge Domain:
 Understand the basics of 'Branding,' and ‘Framing’ in the not-for-profit space
Skill Domain:
 Be able to conduct a marketing and communications SWOT (strengths, weaknesses, opportunities, threats)
analysis for not-for-profit organizations.
 Develop critiquing skills to assess corporate and not-for-profit branding elements
 Develop SMART marketing/communications plan to understand an organization’s niche and grasp new
direction for a campaign (goal, objectives, audiences/stakeholders, decision-makers / tactics / measurable)
Affective Domain:
 Recognize and draft stories that aptly portray an organization's core mission and vision
 Touch upon social and digital media tools and metrics
2. Topics:
 Nonprofit Marketing Plan.
 Stakeholders of Nonprofit Organizations.
 Research for Nonprofit Organizations.
 Fundraising for Nonprofit Organizations
 Promotion Decisions for Nonprofit Organizations: Advertising & Public Relations
 Branding of Nonprofit Organizations
3. Assessment Methods:
 2 Exams
 Written Marketing Plan
٢٦
 Marketing Plan Presentation
 Class participation/in class projects
 ‫ﺳﺎﺑﻖ‬
Nonprofit ‫ﻣﺘﻄﻠﺐ‬
volunteering ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
٦٠٢ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺍﻟﻘﻴﺎﺩﺓ‬ ٦١٥ ‫ﺍﺩﺭﺕ‬

:‫ ﺍﻷﻫﺪﺍﻑ‬.١
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ ﻭﻓﻬﻢ ﺁﺛﺎﺭ ﺍﻟﺴﻠﻮﻙ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻋﻠﻰ ﻋﻤﻠﻴﺔ ﺍﻹﺩﺍﺭﺓ‬، ‫ﺗﺤﻠﻴﻞ ﺳﻠﻮﻙ ﺍﻷﻓﺮﺍﺩ ﻭﺍﻟﺠﻤﺎﻋﺎﺕ‬ 
.‫ﺗﺤﺪﻳﺪ ﻧﻈﺮﻳﺎﺕ ﺗﺤﻔﻴﺰﻳﺔ ﻣﺨﺘﻠﻔﺔ ﻭﺗﻘﻴﻴﻢ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺤﻔﻴﺰﻳﺔ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ ﻣﺠﻤﻮﻋﺔ ﻣﺘﻨﻮﻋﺔ ﻣﻦ ﺍﻹﻋﺪﺍﺩﺕ ﺍﻟﺘﻨﻈﻴﻤﻴﺔ‬ 
.‫ﻭﺻﻒ ﻭﺗﻘﻴﻴﻢ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺼﻤﻴﻢ ﺍﻷﺳﺎﺳﻴﺔ ﻟﻠﻬﻴﻜﻞ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻭﺗﻘﻴﻴﻢ ﺗﺄﺛﻴﺮﻫﺎ ﻋﻠﻰ ﺍﻟﻤﻮﻅﻔﻴﻦ‬ 
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
.‫ﺗﻘﻴﻴﻢ ﻣﺪﺓ ﻣﻼءﻣﺔ ﺃﺳﺎﻟﻴﺐ ﺍﻟﻘﻴﺎﺩﺓ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻭﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ ﺍﻟﻤﻨﻈﻤﺎﺕ‬ 
.‫ﻓﻬﻢ ﻁﺮﻕ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﺑﻴﻦ ﺍﻟﻤﺠﻤﻮﻋﺎﺕ ﻭﺍﻟﻔﺮﻕ ﺩﺍﺧﻞ ﺍﻟﻤﻨﻈﻤﺎﺕ‬ 
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
‫ﺗﻮﺿﻴﺢ ﻛﻴﻒ ﻳﺆﺛﺮ ﺍﻟﺘﻐﻴﻴﺮ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻭﺍﻟﺜﻘﺎﻓﺔ ﻋﻠﻰ ﺇﻋﺪﺍﺩﺍﺕ ﺍﻟﻌﻤﻞ ﺩﺍﺧﻞ ﺍﻟﻤﻨﻈﻤﺎﺕ ﻭﺩﻭﺭ ﺍﻟﻘﺎﺋﺪ ﻓﻲ ﺗﺸﻜﻴﻞ ﺛﺎﻓﺔ ﺗﻴﺴﻴﺮ ﺍﻟﺘﻐﻴﻴﺮ‬ 
‫ﺗﺤﺴﻴﻦ ﺍﻟﻮﻋﻲ ﺍﻟﺬﺍﺗﻲ ﻭﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻷﺳﺎﺳﻴﺔ ﻓﻲ ﺍﻟﻤﻮﺍﻗﻒ ﺍﻟﺘﻨﻈﻴﻤﻴﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻧﻈﺮﻳﺎﺕ ﺍﻟﻘﻴﺎﺩﺓ ﻭﺍﻟﻤﻔﺎﻫﻴﻢ‬ 
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ﻣﻘﺪﻣﺔ ﻟﻺﺩﺍﺭﺓ‬ 
‫ ﻭﺍﻟﻘﻴﻢ‬، ‫ ﻭﺍﻟﺸﺨﺼﻴﺔ‬، ‫ﺍﻟﻤﻮﺍﻗﻒ‬ 
‫ﺍﻟﺘﺤﻔﻴﺰ‬ 
‫ﺍﻟﻬﻴﻜﻞ ﺍﻟﺘﻨﻈﻴﻤﻲ ﻭﺍﻟﺘﺼﻤﻴﻢ‬ 
‫ﻁﺮﻕ ﺍﻟﻘﻴﺎﺩﺓ‬ 
‫ﺑﻨﺎء ﻭﻗﻴﺎﺩﺓ ﺍﻟﻔﺮﻳﻖ‬ 
‫ﺍﻟﺼﺮﺍﻉ ﻭﺍﻟﺘﻔﺎﻭﺽ‬ 
‫ﺇﺩﺍﺭﺓ ﺍﻟﺘﻐﻴﻴﺮ ﻭﺍﻟﻘﻴﺎﺩﺓ ﺍﻟﺘﺤﻮﻳﻠﻴﺔ‬ 

:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ﻭﺍﺟﺐ ﻓﺮﺩﻱ‬ 
(‫ ﻋﺮﺽ‬/ ‫ﻭﺍﺟﺐ ﺟﻤﺎﻋﻲ )ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ‬ 
‫ﺍﺧﺘﺒﺎﺭ ﻣﻨﺘﺼﻒ ﺍﻟﻔﺼﻞ ﺍﻟﺪﺭﺍﺳﻲ‬ 
‫ﺍﻻﺧﺘﺒﺎﺭ ﺍﻟﻨﻬﺎﺋﻲ‬ 
‫ﺍﻟﺤﻀﻮﺭ ﻭﺍﻟﻤﺸﺎﺭﻛﺔ ﻓﻲ ﺍﻟﻤﺤﺎﺿﺮﺓ‬ 
Course Code Course Title Credits Prerequisite
BUSM 615 Leadership 03 MRKTE 602
1. Objectives:
Knowledge Domain:
 Understand the group, teams and communication dynamics within organizations.
 Describe and assess the basic design elements of organizational structure and evaluate their impact
on employees.
 Explain how organizational change and culture affect work settings within organizations and the
role of the leader in shaping the culture of facilitating change.
Skill Domain:
 Analyze individual and group behavior, and understand the implications of organizational behavior
on the process of management.
 Identify different motivational theories and evaluate motivational strategies used in a variety of
organizational settings.
Affective Domain:
 Evaluate the appropriateness of various leadership styles and conflict management strategies used
in organizations.
 Improve self-awareness, critical and reflective skills in organizational situations using OB and
leadership theories and concepts.
2. Topics:
 Introduction to Leadership and OB

٢٧
  Attitudes, Personality and Values
 Motivation
 Organizational Structure and Design
 Leadership Approaches
 Building and Running a Team
 Culture and Leadership
 Managing Change and Transformational Leadership
3. Assessment Methods:
 Individual Assignment (Reflective Report)
 Group Assignment (Case study/Presentation)
 Mid Term Exam
 Final Exam
 Attendance and Class Participation

٢٨
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
601 ‫ﺳﻮﻗﺖ‬ ‫ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻌﺎﻡ‬ 624 ‫ﺳﻮﻗﺖ‬
٣
602 ‫ﺳﻮﻗﺖ‬
:‫ ﺍﻷﻫﺪﺍﻑ‬.١
‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ ﺗﺤﺪﻳﺪ ﺃﻫﺪﺍﻑ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﻤﺆﺳﺴﺎﺕ ﺍﻟﺘﻲ ﺗﻘﻮﺩﻫﺎ ﻣﻬﺎﻣﻬﺎ ﻣﻦ ﻣﻨﻈﻮﺭ ﻧﻈﺮﻱ ﻭﻋﻤﻠﻲ‬
‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
‫ ﺍﻟﺘﻔﺎﻋﻞ ﻣﻦ ﺍﻟﻀﻴﻮﻑ‬، ‫ ﺗﺤﻠﻴﻞ ﻓﻲ ﻣﺠﻤﻮﻋﺎﺕ ﺻﻐﻴﺮﺓ‬، ‫ ﺩﺭﺍﺳﺔ ﺍﻟﺤﺎﻟﺔ‬، ‫ ﺇﻅﻬﺎﺭ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺗﻜﺘﻴﻜﺎﺕ ﺗﺴﻮﻳﻖ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻌﺎﻡ ﻣﻦ ﺧﻼﻝ ﺍﻟﻤﻨﺎﻗﺸﺔ‬
.‫ﺍﻟﻤﺘﺤﺪﺛﻴﻦ‬
.‫ ﺇﻅﻬﺎﺭ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﻗﺮﺍءﺓ ﻭﺗﺤﻠﻴﻞ ﺍﻷﻓﻜﺎﺭ ﺑﻌﻨﺎﻳﺔ ﺑﻐﺾ ﺍﻟﻨﻈﺮ ﻋﻠﻰ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﻌﺎﻣﺔ ﻋﻦ ﻁﺮﻳﻖ ﺍﻟﺘﺤﻠﻴﻞ ﻭﺍﻟﻤﻨﺎﻗﺸﺔ ﻭﺍﻟﻜﺘﺎﺑﺔ‬
‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ ﺗﻄﺒﻴﻖ ﻣﻬﺎﺭﺍﺕ ﺍﻻﺗﺼﺎﻝ ﺍﻟﻜﺘﺎﺑﻲ ﻭﺍﻟﺸﻔﻬﻲ ﻭﺍﻟﺒﺼﺮﻱ ﻋﻠﻰ ﺍﻟﺘﺤﺪﻳﺎﺕ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺴﻴﺎﺳﺔ ﺍﻟﻌﺎﻣﺔ‬
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ ﺗﻌﺮﻳﻖ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
‫ ﺗﺄﺛﻴﺮﺍﺕ ﺍﻟﺘﻮﺍﺻﻞ ﻭﺍﻟﺮﺃﻱ ﺍﻟﻌﺎﻡ‬
‫ ﻧﻈﺮﺓ ﻋﺎﻣﺔ ﻋﻠﻰ ﺗﻘﻨﻴﺎﺕ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‬
‫ ﺍﻟﺘﺨﻄﻴﻂ ﻭﺍﻟﺒﺮﻣﺠﺔ‬
‫ ﺑﻴﺎﻥ ﺻﺤﻔﻲ ﻭﻣﺆﺗﻤﺮ‬:‫ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻹﻋﻼﻣﻴﺔ ﺍﻷﻭﻟﻰ ﻭﺍﻟﺜﺎﻧﻴﺔ‬
‫ ﺃﺯﻣﺔ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ‬
‫ ﺍﻟﺤﻜﻮﻣﺔ ﻭﺍﻟﺸﺆﻭﻥ ﺍﻟﻌﺎﻣﺔ‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ ﺍﻟﺨﻄﻮﻁ ﺍﻟﻌﺮﻳﻘﺔ ﻟﺪﺭﺍﺳﺔ ﺣﺎﻟﺔ‬
‫ ﺗﺤﻠﻴﻞ ﺩﺭﺍﺳﺔ ﺍﻟﺤﺎﻟﺔ ﻭﻣﻨﺎﻗﺸﺘﻬﺎ ﻓﻲ ﺍﻟﻤﺤﺎﺿﺮﺓ‬
‫ ﺧﻄﺔ ﺗﺴﻮﻳﻘﻴﺔ‬
‫ ﺍﻟﻤﺸﺎﺭﻛﺔ ﺍﺛﻨﺎء ﺍﻟﻤﺤﺎﺿﺮﺓ‬

Course Code Course Title Credits Prerequisite

MRKTE 601
MRKTE 624 Public Marketing 03
MRKTE 602
1. Objectives:
Knowledge Domain:
 Understand and identify the goals and objectives of marketing for mission-driven organizations from a
theoretical and practical perspective.
Skill Domain:
 Demonstrate the strategies and tactics of public sector marketing through discussion, case study, small
group analysis, interaction with guest speakers
 Demonstrate the ability to read carefully and express ideas effectively regarding issues of public concern
through critical analysis, discussion, and writing.
Affective Domain:
 Apply written, oral, and visual communication skills and conventions of academic discourse to the
challenges in the public policy process.
2. Topics:
 Defining Social Marketing.
 Communication Effects and Public Opinion.
 Overview of PR Techniques.
 Planning and Programming.
 Media Relations I & II: Press Release & Conference.
 Crisis PR.
 Government and Public Affairs
3. Assessment Methods:
 Case Study Outlines
 Case Study Analysis and Class Discussion Facilitation

٢٩
  Marketing Plan
 Class Participation
‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
٦٠٤ ‫ﺳﻮﻗﺖ‬ ٣ ‫ﺩﺭﺍﺳﺔ ﺟﺪﻭﻯ‬ ٦٢٨ ‫ﻗﺼﺪﺕ‬

:‫ ﺍﻷﻫﺪﺍﻑ‬.١
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ ﺷﺮﺡ ﻣﻔﻬﻮﻡ ﺍﻟﺘﻤﻮﻳﻞ ﻭﻛﻴﻒ ﻳﺘﺪﻓﻖ ﺍﻟﺘﻤﻮﻳﻞ ﻟﺸﺮﻛﺔ ﻣﻌﻴﻨﺔ‬
.‫ ﺗﻘﻴﻴﻢ ﻟﻌﺪﺓ ﺃﺭﻛﺎﻥ ﻣﻬﻤﺔ ﻓﻲ ﺩﺭﺍﺳﺔ ﺍﻟﺠﺪﻭﻯ‬:‫ ﺃﻫﻤﻴﺔ ﺩﺭﺍﺳﺔ ﺍﻟﺠﺪﻭﺓ ﻟﻠﻮﺿﻊ ﺍﻻﻗﺘﺼﺎﺩﻱ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
.‫ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺇﻋﺪﺍﺩ ﻣﻴﺰﺍﻧﻴﺔ ﻧﻘﺪﻳﺔ ﻭﺍﻟﺘﺨﻄﻴﻂ ﻟﺸﺮﻛﺔ ﻣﻌﻴﻨﺔ ﻋﻠﻰ ﺍﻟﻤﺪﻯ ﺍﻟﻘﺼﻴﺮ‬
.‫ ﻓﻬﻢ "ﺑﻴﺎﻥ ﺍﻟﺪﺧﻞ" ﻭﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﺍﻟﻌﻤﻮﻣﻴﺔ ﻟﻠﺸﺮﻛﺔ‬
:‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ ﺇﺳﺘﺨﺪﺍﻡ ﺗﻘﻨﻴﺎﺕ ﺗﻘﻴﻴﻢ ﺍﻻﺳﺘﺜﻤﺎﺭ ﻓﻲ ﺍﺗﺨﺎﺫ ﻗﺮﺍﺭ ﻁﻮﻳﻞ ﺍﻷﺟﻞ‬

:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ ﺍﻟﻤﺨﺎﻁﺮ ﻭﺍﻟﻌﺎﺋﺪ ﻭﺍﻟﻔﺮﺹ ﻓﻲ ﺗﻜﻠﻔﺔ ﺭﺃﺱ ﺍﻟﻤﺎﻝ‬
‫ ﺣﺴﺎﺏ ﺍﻟﻌﺎﺋﺪ ﺍﻟﻤﺘﻮﻗﻊ‬
‫ ﺍﻻﻧﺤﺮﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ ﻟﻠﻌﻮﺩﺓ‬
‫ ﺍﻟﻤﺨﺎﻁﺮ‬
‫ ﻣﺨﺎﻁﺮﻣﻨﻬﺠﻴﺔ ﻭﻏﻴﺮ ﻣﻨﻬﺠﻴﺔ‬
‫ ﺣﺴﺎﺏ ﺑﻴﺘﺎ‬
CAPM ‫ ﻧﻤﻮﺫﺝ‬
‫ ﺍﻟﻤﻴﺰﺍﻧﻴﺔ ﺍﻟﺮﺃﺳﻤﺎﻟﻴﺔ‬
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ ﺍﺧﺘﺒﺎﺭﺍﺕ ﻗﺼﻴﺮﺓ‬
‫ ﻭﺩﺭﺍﺳﺎﺕ ﺣﺎﻟﺔ‬/ ‫ ﻭﺍﺟﺒﺎﺕ‬
‫ ﻭﻋﺮﺽ ﺗﻘﺪﻳﻤﻲ ﻟﻠﻤﺸﺮﻭﻉ‬/ ‫ ﻣﺸﺮﻭﻉ‬
‫ ﺍﺧﺘﺒﺎﺭ ﻣﻨﺘﺼﻒ ﺍﻟﻔﺼﻞ ﺍﻟﺪﺭﺍﺳﻲ‬
‫ ﺍﺧﺘﺒﺎﺭ ﻧﻬﺎﺋﻲ‬

Course Code Course Title Credits Prerequisite

ECNM 628 Feasibility Study 03 MRKTE 604

1. 1. Objectives:
Knowledge Domain:
 Explain the concept of Finance and how fund flow in and to firm.
 Significance of economic feasibility study, evaluation of different important variables in feasibility study,
and evaluation of feasibility of business projects.
Skill Domain:
 Can prepare cash budget for short term planning of a firm.
 Demonstrate the use of investment appraisal techniques in making long term decision
Affective Domain:
 Have understanding of firm’s Income Statement and Balance Sheet

2. Topics:
 Risk, Return & Opportunity Cost of Capital
 Expected return calculation
 Standard Deviation of return
 Risk:
 Systematic and Unsystematic Risk
 Calculation Beta
 CAPM model
 Capital Budgeting
٣٠
3. Assessment Methods:
 Quizzes
 Assignments/Case Studies:
 Project/Project presentations:
 Mid-term
 Final Exam

٣١
 ‫ﻣﺘﻄﻠﺐ ﺳﺎﺑﻖ‬ ‫ﻋﺪﺩ ﺍﻟﻮﺣﺪﺍﺕ‬ ‫ﻋﻨﻮﺍﻥ ﺍﻟﻤﻘـــــﺮﺭ‬ ‫ﺭﻣﺰ ﻭﺭﻗﻢ ﺍﻟﻤـﻘﺮﺭ‬
607 ‫ﺳﻮﻗﺖ‬ 3 ‫ﻣﺸﺮﻭﻉ ﺑﺤﺜﻲ‬ 698 ‫ﺳﻮﻗﺖ‬
:‫ ﺍﻷﻫﺪﺍﻑ‬.١
‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻌﺮﻓﻲ‬
.‫ﺧﻠﻖ ﻣﻌﺮﻓﺔ ﻭﻓﻬﻢ ﻟﻸﺩﻭﺍﺕ ﺍﻷﺳﺎﺳﻴﺔ ﻟﺘﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﻟﻤﻮﺍﺿﻴﻊ ﻭﺍﻟﻤﻨﺸﻮﺭﺍﺕ ﻭﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻟﺒﺤﺜﻴﺔ‬ 
.‫ﺗﻘﺪﻳﻢ ﺧﻄﻮﻁ ﺭﺋﻴﺴﻴﺔ ﻟﺒﻨﺎء ﻋﻼﻗﺔ ﺑﻴﻦ ﺍﻟﺒﺤﻮﺙ ﺍﻟﻌﻠﻤﻴﺔ ﻭﺗﻄﻮﻳﺮ ﺍﻷﻋﻤﺎﻝ‬ 
.‫ﻟﻺﻁﻼﻉ ﻋﻠﻰ ﺍﻟﻄﺮﻕ ﺍﻟﻌﻠﻤﻴﺔ ﻭﺍﻷﺩﻭﺍﺕ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﻠﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ‬ 
‫ﺍﻟﺒﻌﺪ ﺍﻟﻤﻬﺎﺭﻱ‬
.‫ﺗﺤﻮﻳﻞ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﺍﻟﺘﻄﺒﻴﻘﻴﺔ ﻭﺍﻟﺒﺴﻴﻄﺔ ﻷﺳﺌﻠﺔ ﺑﺤﺚ ﻋﻠﻤﻲ ﺃﻛﺎﺩﻳﻤﻲ‬ 
.‫ﻓﻬﻢ ﻭﺗﻄﺒﻴﻖ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﻤﻌﺮﻓﺔ ﺍﻟﻤﺸﺎﻛﻞ ﺍﻟﻤﺤﺘﻤﻠﺔ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ ﻭﺍﻷﻋﻤﺎﻝ‬ 
‫ﺍﻟﺒﻌﺪ ﺍﻟﻮﺟﺪﺍﻧﻲ‬
.‫ﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﻟﺒﺤﻖ ﻓﻲ ﺍﻷﺩﺏ ﺍﻟﻤﺘﻌﻠﻖ ﺑﺎﻟﻤﺸﻜﻠﺔ ﺍﻟﺘﻲ ﻳﺘﻢ ﺩﺭﺍﺳﺘﻬﺎ ﻭﻋﻤﻞ ﺑﺤﺚ ﻋﻠﻰ ﺍﻟﻤﻮﺿﻮﻉ ﺍﻟﻤﻌﻨﻲ‬ 
:‫ ﺍﻟﻤﻮﺿﻮﻋﺎﺕ‬.٢
‫ﺍﺧﺘﻴﺎﺭ ﺍﻟﻤﻮﺿﻮﻉ ﻭﺗﺤﺪﻳﺪ ﺍﻟﻤﺸﻜﻠﺔ ﺍﻟﺒﺤﺜﻴﺔ‬ 
‫ﺩﺭﺍﺳﺔ ﺍﻷﺩﺏ‬ 
‫ﺧﻠﻖ ﺍﻟﻔﺮﺿﺎﻳﺎﺕ ﻭﻁﺮﻳﻘﺔ ﺍﻟﺒﺤﺚ‬ 
(‫ ﺃﻭ ﻣﺨﺘﻠﻄﺔ‬، ‫ ﻧﻮﻋﻴﺔ‬/ ‫ﻁﺮﻳﻘﺔ ﺍﻟﺒﺤﺚ )ﻛﻤﻴﺔ‬ 
‫ﻋﺮﺽ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻭﺗﺤﻠﻴﻠﻬﺎ‬ 
‫ﺍﻟﺘﻘﺮﻳﺮ ﺍﻟﻨﻬﺎﺋﻲ‬ 
:‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻘﻮﻳﻢ‬.٣
‫ﺗﺴﻠﻢ ﺍﻟﺒﺤﺚ ﺍﻟﻨﻬﺎﺋﻲ‬ 
‫ﺍﺧﺘﺒﺎﺭ ﺷﺎﻣﻞ‬ 
Course Code Course Title Credits Prerequisite
MRKTE 698 Reseach Project 03 MRKT 607
1. Objectives:
Knowledge Domain:
 To create awareness and understanding of contemporary tools to assess the quality and standard of research
articles, publications and reports.
 To provide guidelines to establish relations between academic research and business development.
 To review research methodology and instruments for research.
Skill Domain:
 Translate basic/applied business issues into appropriate academic research questions.
 Understand and apply the skills required to identify the upcoming problems and issues of the future in the
field of marketing and business.
Affective Domain:
 Acquire the ability to search for related literature of the problem identified and conducting research on the
topic.
2. Topics:
 Research Problem identification and Topic Selection
 Literature Review
 Hypothesis development and Model Formation
 Research Methodology (Qualitative/ Quantitative or Mixed Method)
 Data Screening and Data Analysis
 Final Report
3. Assessment Methods:
 Final Thesis Submission
 Viva Exam

٣٢
 ‫)‪ (٢٦‬ﺗﻌﻠﻴﻖ ﺍﻟﻘﺴﻢ ﻋﻠﻰ ﺁﺭﺍء ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﻤﺮﺷﺤﻴﻦ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ‬
‫‪ ‬ﺗﺮﻓﻖ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺮﻳﺮﻱ ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﻤﺮﺷﺤﻴﻦ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ ﻓﻲ ﻧﻬﺎﻳﺔ ﻫﺬﺍ ﺍﻟﺒﻨﺪ ﺩﺍﺧﻞ ﺍﻟﻤﻠﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬

‫ﺍﻟﻤﺤﻜﻢ ﺍﻷﻭﻝ ﺍﻟﻤﺮﺷﺢ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ‬

‫ﺩ‪ .‬ﻭﺍﺩﻱ ﺑﺮﺍﻙ ﺍﻟﻌﻨﺰﻱ‬ ‫ﺍﻻﺳــــــــــــــــﻢ‬

‫ﺍﺳﺘﺎﺫ ﻣﺸﺎﺭﻙ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴـــﺔ‬

‫ﺍﺩﺍﺭﺓ ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﺼﺤﻴﺔ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬

‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﺳﻌﻮﺩ‬ ‫ﺍﻟﺠــــــــــﺎﻣﻌــﺔ‬

‫ﻣﺎ ﺗﻢ ﺣﻴﺎﻝ ﻣﻠﺤﻮﻅﺎﺕ ﺍﻟﻤﺤﻜﻢ‬

‫ﺫﻛﺮ ﺍﻟﻤﺤﻜﻢ ﺍﻥ ﺍﻟﻄﺎﻟﺐ ﺭﺑﻤﺎ ﻳﺤﺘﺎﺝ ﺍﻟﻰ ﻣﺎﺩﺓ ﺗﻐﻄﻲ ﻣﺼﻄﻠﺤﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻐﻴﺮ ﻣﺘﺨﺼﺼﻲ ﺍﻟﺘﺴﻮﻳﻖ‪.‬‬
‫ﺭﺩ ﺍﻟﻘﺴﻢ‪:‬‬
‫ﻧﻔﻴﺪﻩ ﺍﻧﻪ ﺗﻢ ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺫﻟﻚ ﻭﺫﻟﻢ ﻓﻲ ﻅﻞ ﻭﺟﻮﺩ ﻣﺎﺩﺓ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻤﻌﺎﺻﺮ )ﺳﻮﻕ ‪ (٦٠١‬ﻭﺍﻟﺘﻲ ﺗﺸﻤﻞ ﺍﻻﻫﺪﺍﻑ ﺍﻻﺗﻴﻪ‪:‬‬
‫‪ ‬ﺗﻌﺮﻳﻒ ﺍﻟﻄﺎﻟﺐ ﺑﺄﺳﺎﺳﻴﺎﺕ ﻭﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ ﻭﻭﻅﺎﺋﻔﺔ‬
‫‪ ‬ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﻓﻬﻢ ﻭﺗﻌﺮﻳﻒ ﻭﺗﻄﺒﻴﻖ ﻣﻔﻬﻮﻡ ﺍﻟﻤﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ )ﺍﻟﻤﻨﺘﺞ‪ ،‬ﺍﻟﺴﻌﺮ‪ ،‬ﺍﻟﺘﺮﻭﻳﺞ‪ ،‬ﺍﻟﺘﻮﺯﻳﻊ(‬
‫‪ ‬ﺗﻌﺰﻳﺰ ﻗﺪﺭﺓ ﺍﻟﻄﺎﻟﺐ ﻋﻠﻰ ﺣﻞ ﺍﻟﻤﺸﻜﻼﺕ ﻭﺍﺗﺨﺎﺫ ﺍﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺘﺤﻠﻴﻞ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ‬
‫‪ ‬ﺗﻌﺰﻳﺰ ﻗﺪﺭﺓ ﺍﻟﻄﺎﻟﺐ ﻋﻠﻰ ﻣﻌﺮﻓﺔ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻟﻀﺮﻭﺭﻳﺔ ﻟﻠﻨﺠﺎﺡ ﻓﻲ ﺗﻨﻔﻴﺬ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﻭﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺩﺭﺍﺳﺔ ﺍﻟﺤﺎﻻﺕ‪.‬‬
‫‪ ‬ﺗﻌﺮﻳﻒ ﺍﻟﻄﺎﻟﺐ ﺑﺨﻄﻮﺍﺕ ﺗﻨﻔﻴﺬ ﻭﺗﺼﻤﻴﻢ ﺍﻟﺨﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬

‫‪٣٣‬‬
 ‫ﺗﺎﺑﻊ ﺗﻌﻠﻴﻖ ﺍﻟﻘﺴﻢ ﻋﻠﻰ ﺁﺭﺍء ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﻤﺮﺷﺤﻴﻦ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ‬
‫‪ ‬ﺗﺮﻓﻖ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺮﻳﺮﻱ ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﻤﺮﺷﺤﻴﻦ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ ﻓﻲ ﻧﻬﺎﻳﺔ ﻫﺬﺍ ﺍﻟﺒﻨﺪ ﺩﺍﺧﻞ ﺍﻟﻤﻠﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬

‫ﺍﻟﻤﺤﻜﻢ ﺍﻟﺜﺎﻧﻲ ﺍﻟﻤﺮﺷﺢ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ‬

‫ﺩ‪ .‬ﻣﺤﻤﺪ ﺑﻦ ﻋﺒﺪﺍﻟﺮﺣﻤﻦ ﺍﻟﻤﻄﻴﺮﻱ‬ ‫ﺍﻻﺳــــــــــــــــﻢ‬

‫ﺃﺳﺘﺎﺫ ﻣﺴﺎﻋﺪ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴـــﺔ‬

‫ﺗﺴﻮﻳﻖ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬

‫ﺟﺎﻣﻌﺔ ﺍﻟﻤﻠﻚ ﺳﻌﻮﺩ‬ ‫ﺍﻟﺠــــــــــﺎﻣﻌــﺔ‬

‫ﻣﺎ ﺗﻢ ﺣﻴﺎﻝ ﻣﻠﺤﻮﻅﺎﺕ ﺍﻟﻤﺤﻜﻢ‬

‫ﻓﺎﺩ ﺍﻟﻤﺤﻜﻢ ﺍﻧﻪ ﻳﻜﺘﻔﻰ ﺑﻤﺎﺩﺓ ﻭﺍﺣﺪﺓ ﻟﻠﺘﺴﻮﻳﻖ ﻏﻴﺮ ﺍﻟﺮﺑﺤﻲ ﻭﻣﻦ ﺿﻤﻨﻪ ﺗﺴﻮﻳﻖ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻌﺎﻡ‬
‫ﺭﺩ ﺍﻟﻘﺴﻢ‪:‬‬
‫ﺳﻴﺘﻢ ﺍﻻﺧﺬ ﺑﻤﻼﺣﻈﺔ ﺍﻟﻤﺤﻜﻢ ﺑﻌﻴﻦ ﺍﻻﻋﺘﺒﺎﺭ ﻭﺣﺬﻑ ﻣﻘﺮﺭ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻌﺎﻡ ﻭﺍﻻﻛﺘﻔﺎء ﺑﻤﻘﺮﺭ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﺍﻟﻤﻨﻈﻤﺎﺕ ﻏﻴﺮ ﺍﻟﺮﺑﺤﻴﺔ‬
‫)ﺳﻮﻕ ‪.(٦٢٣‬‬

‫‪٣٤‬‬
٣٥
٣٦
٣٧
٣٨
 ‫( ﺗﻌﻠﻴﻖ ﺍﻟﻘﺴﻢ ﻋﻠﻰ ﺁﺭﺍء ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﺪﻭﻟﻴﻴﻦ‬٢٧)
‫ﺗﺮﻓﻖ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺮﻳﺮﻱ ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﺪﻭﻟﻴﻴﻦ ﺩﺍﺧﻞ ﺍﻟﻤﻠﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﻓﻲ ﻧﻬﺎﻳﺔ ﻫﺬﺍ ﺍﻟﺒﻨﺪ‬ 

‫ﺍﻟﻤﺤﻜﻢ ﺍﻟﺪﻭﻟﻲ ﺍﻷﻭﻝ ﺍﻟﻤﺮﺷﺢ ﻣﻦ ﻗﺒﻞ ﻋﻤﺎﺩﺓ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ‬

‫ﺳﺘﺎﻓﺮﻭﺱ ﻛﻼﻓﺘﻴﺲ‬.‫ﺩ‬.‫ﺃ‬ ‫ﺍﻻﺳــــــــــــــــﻢ‬

‫ﺃﺳﺘﺎﺫ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴـــﺔ‬

‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬

‫ﺟﺎﻣﻌﺔ ﻛﻨﻘﺴﺘﻮﻥ ﺑﺮﻳﻄﺎﻧﻴﺎ‬ ‫ﺍﻟﺠــــــــــﺎﻣﻌــﺔ‬

‫ﻣﺎ ﺗﻢ ﺣﻴﺎﻝ ﻣﻠﺤﻮﻅﺎﺕ ﺍﻟﻤﺤﻜﻢ ﺍﻟﺪﻭﻟﻲ‬

Reviewer's (1) Reply

1. The suitability of the Academic degree.

1a. This suggestion has already been incorporated. Just to mention that TOEFL requirements are placed as pa
of admission policy. Minimum score of 500 points for the paper based test or 70 on the Internet based Te
(IBT).

2a. This valuable suggestion has been incorporated in the Objective 2, 3 and 6 in the existing objectives.

2. The suitability of the total academic units for the targeted program.

1a. Definitely, marketing simulations are effective tool for teaching marketing strategy and concepts. We woul
love to introduce a marketing simulation course but due to university policy, there is limitation in the numbe
of core courses and electives that can be proposed and offered. But, we have strategically placed them in
number of courses as in-class exercises or experiential assignments.

2a. Incorporated Design innovation and creativity subject in detailed course content of the course MRKTE60
On-line/remote/ internet shopping are well placed in the courses especially in Advanced Applied Marketin
course as mentioned earlier but due to limitation in adding topics in the content section of form it was no
placed.

3. The suitability of units' distribution between theoretical and practical, for all courses.

Positive comment & No changes required.

4. Courses description and its compliance with the course titles.

1a. The valuable suggestions provided in bullet 1 and 2 have been incorporated by adding wording suggested an
also the affective domain of numerous elective courses have been updated such as Advanced Applie
Marketing, Service Marketing, International marketing, Marketing Analytics, Leadership.

٣٩
4a. The topics of Marketing for Entrepreneurs course has been updated as per recommendation.
5a. Yes, the major concepts and theories related to Pricing, positioning will be covered in contemporary marketin
and Integrated Marketing Communication courses. Then the Marketing research course is planned to develo
and expand further to add research techniques related to areas. Also we have changed the second bullet poin
of knowledge to cover the various domains of marketing research areas.
6a. Very valid point mentioned. We have revisited the Marketing Analytics course and the forth bullet mentionin
predictive analytics techniques basic will be covered in Marketing research course (MRKTE607) as you may se
first bullet point under Skill domain which mentions Develop practical skills in data analysis to transform th
raw data into information that guides marketing decisions. Further, Statics is a core course in all the universitie
of Kingdom in undergraduate programs. So we assume to build upon the statistics knowledge and bring them
to predictive analytics right after brief revision of inferential statistics. Noteworthy, Marketing analytics is a
elective course, even if students to take this course. Supervisor of the research project covers the topic whi
explaining Data analysis chapter and also assist the students running the predictive analytics.
7a. Indeed, the sampling and data collection is important bullet point in the topics. There was limitation of 3
words in the topic section. Therefore, the program team deliberately did not mention this bullet. But in ou
detail course outlines, we have all the necessary research elements.

5. Currency of scientific materials of the program to match what is universally common.

Positive comment. The Graduate studies form does not include section to list the core textbooks or other materia
But our detailed course outlines have all the required latest text and supplementary books.

6. Strength points.

Positive comment and no changes required.

7. Weakness points.

No changes needed. There are lots of valuable suggestions provided by the reviewer and we have incorporated som
of them that we could manage keeping the university and Deanship of Graduate studies guidelines.

٤٠
‫ﺗﺮﻓﻖ ﻫﻨﺎ ﻓﻲ ﻫﺬﻩ ﺍﻟﺼﻔﺤﺔ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺎﺭﻳﺮ ﻣﺤﻜﻤﻲ ﺍﻟﺒﺮﻧﺎﻣﺞ ﺍﻟﻤﺮﺷﺤﻴﻦ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺴﻢ‪:‬‬

‫‪٤١‬‬
٤٢
٤٣
 ‫ﺗﺎﺑﻊ ﺗﻌﻠﻴﻖ ﺍﻟﻘﺴﻢ ﻋﻠﻰ ﺁﺭﺍء ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﺪﻭﻟﻴﻴﻦ‬
‫ﺗﺮﻓﻖ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺮﻳﺮﻱ ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﺪﻭﻟﻴﻴﻦ ﺩﺍﺧﻞ ﺍﻟﻤﻠﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﻓﻲ ﻧﻬﺎﻳﺔ ﻫﺬﺍ ﺍﻟﺒﻨﺪ‬ 

‫ﺍﻟﻤﺤﻜﻢ ﺍﻟﺪﻭﻟﻲ ﺍﻟﺜﺎﻧﻲ ﺍﻟﻤﺮﺷﺢ ﻣﻦ ﻗﺒﻞ ﻋﻤﺎﺩﺓ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ‬

‫ﻗﻮﺭﺩﻭﻥ ﻟﻴﻮ‬.‫ﺩ‬.‫ﺃ‬ ‫ﺍﻻﺳــــــــــــــــﻢ‬

‫ﺃﺳﺘﺎﺫ‬ ‫ﺍﻟﻤﺮﺗﺒﺔ ﺍﻟﻌﻠﻤﻴـــﺔ‬

‫ﺍﻟﺘﺴﻮﻳﻖ‬ ‫ﺍﻟﺘﺨﺼﺺ ﺍﻟﺪﻗﻴﻖ‬

‫ﺍﻟﺠﺎﻣﻌﺔ ﺍﻟﻤﻔﺘﻮﺣﺔ ﺑﺮﻳﻄﺎﻧﻴﺎ‬ ‫ﺍﻟﺠــــــــــﺎﻣﻌــﺔ‬

‫ﻣﺎ ﺗﻢ ﺣﻴﺎﻝ ﻣﻠﺤﻮﻅﺎﺕ ﺍﻟﻤﺤﻜﻢ ﺍﻟﺪﻭﻟﻲ‬

Reply to Weaknesses Identified:

1a. As per the Deanship of Graduate studies guidelines, our team as reduced content of the topics in each course in
the application form. Objective 5 of program highlighting the Ethical aspect of marketing is covered in number of
courses, to mention few like “Advanced Consumer Behavior MRKT 602” has two dedicated chapters on Ethical
marketing and likewise “Non for Profit Marketing” course also covers the same aspect. As per recommendation of
AACSB, Ethics may not be offered as standalone course but ethical content should be embedded in each course
contents. Therefore, we have marketing ethics related topic in many courses.

2a. As per our benchmarked programs of three international universities; international marketing was not a placed as
core course. In addition, there is limited number of core courses; therefore, international marketing was not placed
as one of the compulsory courses for this program.

3a. Due to university policy, there is limitation in the number of core courses and electives that can be proposed and
offered. Our team has carefully incorporated the topic of Customer relationship in a number of course content
such as “Service Marketing MRKTE 609” “Public Marketing 624” & “Contemporary Marketing MRKTE 601”. The
customer relationship marketing/management topic will extensively be covered in these courses. Whereas,
Product and service Innovation is planned to be covered in “Marketing for Entrepreneurs MRKT 604

.‫ﺗﺮﻓﻖ ﻫﻨﺎ ﻓﻲ ﻫﺬﻩ ﺍﻟﺼﻔﺤﺔ ﻭﻣﺎ ﻳﻠﻴﻬﺎ ﺻﻮﺭﺓ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺠﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻣﻦ ﺗﻘﺎﺭﻳﺮ ﺍﻟﻤﺤﻜﻤﻴﻦ ﺍﻟﺪﻭﻟﻴﻴﻦ ﻟﻠﺒﺮﻧﺎﻣﺞ ﻣﻦ ﻗﺒﻞ ﻋﻤﺎﺩﺓ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ‬

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٤٥
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 ‫ﻧﻤﻮﺫﺝ ﺗﺤﻜﻴﻢ ﻋﻤﺎﺩﺓ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ‬

A Review Form of a Graduate Studies Program

Program Data
Department Faculty

Program Name Type of Study

Reviewer Data
Reviewer’s Name Academic Status

Specialization Affiliation

Country

Phone E-mail

Reviewer's View
Please state your opinion regarding the following points, and kindly add whatever points you deem valuable:

1. The suitability of the Academic degree.

2. The suitability of the total academic units for the targeted program.

3. The suitability of units' distribution between theoretical and practical, for all courses.

1. Achieving program objectives through courses.

5. Courses description and its compliance with the course titles.

٤٧
 5. Currency of scientific materials of the program to match what is universally common.

6. Strength points.

7. Weakness points.

Signature Date Final Judgement

It needs major revision 
Accepted after minor revision 

Accepted 

 Separate pages can be added if needed

APPENDIX

٤٨
٤٩
٥٠
٥١
٥٢
٥٣
٥٤
 Survey Questionnaire

‫ﻟ رﺟﺔ اﻟ ﺎﺟ‬ ‫ﻓﻲ اﻟ‬ ‫إﻟﻰ إﻧ ﺎء ﺑ ﻧﺎﻣﺞ ﻣ‬ ‫اﻟ‬ ‫ﻗ‬

‫اﻟ ﻔ ﻞ ﺎﻹﺟﺎ ﺔ ﻋﻠﻰ‬ ‫ ﻧ د ﻣ‬،‫ﻊ وﺳ ق اﻷﻋ ﺎل‬ ‫ﺎ ﯾ ﺎﺳ ﻣﻊ إﺣ ﺎﺟﺎت اﻟ‬ ‫ﻫ ا اﻟﻬ ف‬ ‫( وﻟ ﻘ‬M.S)
:‫اﻻﺳ ﻠﺔ اﻟ ﺎﻟ ﺔ‬
Marketing Department is planning to establish a specialized master's (M.S) degree program in
marketing. To achieve this objective and based on the needs of business and society, we would
be very obliged if you could kindly answer the following questions:

‫؟‬ ‫ﻓﻲ اﻟ‬ ‫ﻣ‬ ‫ ﻫﻞ ﺗ ﻏ ﻓﻲ دراﺳﺔ ﻣﺎﺟ‬.١‫س‬

‫ﻧﻌ‬ □
‫□ ﻻ‬
Q1. Would you be interested in enrolling in our Master’s program that specializes in
marketing?
□ Yes
□ No
‫ﻓﻲ ﻣ ﺣﻠﺔ اﻟ ﺎﻟ ر س ؟‬ ‫ ﻣﺎ ﻫ ﺗ‬.٢ ‫س‬
:‫ﯾ‬ ‫أدﺑﻲ اﻟ ﺟﺎء اﻟ‬ ‫ﺗ‬ □ ‫ﻗﺎﻧ ن‬ □ ‫إدارة ﻋﺎﻣﺔ‬ □ ............ : ‫إدارة أﻋ ﺎل اﻟ ﺟﺎء اﻟ ﯾ‬ □
..............

:‫ﯾ‬ ‫اﻟ ﺟﺎء اﻟ‬ ‫ أﺧ‬.............: ‫ﯾ‬ ‫ﻋﻠ م اﻟ ﺟﺎء اﻟ‬ □ ‫ﺻ ﻟﺔ‬ □ ............. : ‫ﯾ‬ ‫ﻫ ﺳﺔ اﻟ ﺟﺎء اﻟ‬ □
...............
Q2. What is your undergraduate major?
□ Business Administration (Please specify your major:………)
□ Public Administration
□ Law
□ Social science/humanities (Please specify your major:………)
□ Engineering (Please specify your major:………)
□ Pharmacy
□ Sciences (Please specify your major:……… )
□ Others (Please specify:……… )

‫ اﯾ درﺳ ؟‬.٣‫س‬

‫ﺟﺎﻣﻌﺔ اﻟ ﻠ ﻋ ا ﻟﻌ‬□
‫□ ﺟﺎﻣﻌﺔ اﻟ ﻠ ﺳﻌ د‬
‫□ ﺟﺎﻣﻌﺔ اﻟ ﻠ ﻓﻬ ﻟﻠ ول واﻟ ﻌﺎدن‬
‫□ اﻟ ﺎﻣﻌﺔ اﻟ ﻌ د ﺔ اﻹﻟ وﻧ ﺔ‬
٥٥
 ‫ﺟﺎﻣﻌﺔ ﺳﻌ د ﺔ اﺧ‬ □
............... . :‫ﺔ اﻟ ﺟﺎء ﺗ دﻫﺎ‬ ‫□ ﺟﺎﻣﻌﺔ أﺟ‬

Q3. From where did you earn your undergraduate degree?

□ King Abdulaziz University
□ King Saud University
□ King Fahd University of Petroleum & Minerals
□ Saudi Electronic University
□ Other Saudi University
□ External University (Please specify:………)
:‫ﺗ ﻏ ﻓﻲ دراﺳ ﻪ‬ ‫اﻟ‬ ‫اﻟ ﻗ‬ ‫ اﻟ ﺟﺎء ﺗ ﯾ اﻟ‬.٤‫س‬
‫ﻋﺎم‬ ‫□ﺗ‬
‫ﻲ‬ ‫اﻟ‬ ‫اﻟ‬ □ ‫اﻟﻌﻘﺎر‬ ‫اﻟ‬ □ ‫اﻟ وﻟﻲ‬ ‫اﻟ‬ □ :‫ﻓ ﻋﻲ‬ ‫ﻋﺎم ﻣﻊ ﺗ‬ ‫□ﺗ‬
‫اﻻﺳ اﺗ ﻲ‬ ‫اﻟ ﺎﺿﻲ □ اﻟ‬ ‫اﻟ ﻗ ﻲ □ اﻟ‬ ‫اﻟ‬ □
............... : ‫ﯾ‬ ‫اﺧ اﻟ ﺟﺎء اﻟ‬ □
‫ﻲ‬ ‫اﻟ‬ ‫اﻟ‬□ ‫اﻟﻌﻘﺎر‬ ‫اﻟ‬ □ ‫اﻟ وﻟﻲ‬ ‫اﻟ‬ □ : ‫ﻓﻲ‬ ‫ﻣ‬ ‫□ﺗ‬
‫اﻻﺳ اﺗ ﻲ‬ ‫اﻟ ﺎﺿﻲ □ اﻟ‬ ‫اﻟ ﻗ ﻲ □ اﻟ‬ ‫اﻟ‬ □
............... : ‫ﯾ‬ ‫اﺧ اﻟ ﺟﺎء اﻟ‬ □
Q4. Please specify the exact course you would like to study:
□ General marketing
□ General marketing with a minor in □ International marketing □ Real estate
marketing
□ Health marketing □ Digital marketing
□Sport marketing
□ Strategic Marketing □ Other please specify:………
□ Marketing majoring in □ International marketing □ Real estate marketing
□ Health marketing □ Digital marketing □Sport
marketing
□ Strategic Marketing □ Other please specify:………
‫؟‬ ‫اﻟ ﻔ ﻠﺔ ﻟ‬ ‫ﻘﺔ اﻟ ر‬ ‫ ﻣﺎﻫﻲ‬.٥‫س‬

‫اﻧ ﺎم ﺧﻼل أ ﺎم اﻻﺳ ع‬□

‫ﻛﻞ اﺳ ﻋ‬ □ ‫ﻧﻬﺎ ﺔ اﻷﺳ ع‬ □ ............‫ اﻷ ﺎم‬: (Part-time) ‫□ ﺗﻔ غ ﺟ ﺋﻲ‬
‫□ ﻋ ﻌ‬
‫؟؟؟؟؟؟‬...................... ‫□ أﺧ‬
□
٥٦
 Q5. What is your preferred method of studying?
□ Full time during week days
□ Part time dates: …………….. □ Week-end □ Every fortnight
□ E-learning
□ Others …………….
‫؟‬ ‫ﻟﻠ ﺎﺟ‬ ‫ ﻣﺎﻫﻲ دواﻓﻊ دراﺳ‬.٦‫س‬

‫زﺎدة اﻟ ﻌﻠ ﻣﺎت واﻟ ﻬﺎرات ﻓﻲ ﻣ ﺎل ﻣﻌ‬ □

(‫اﻟ ﻬ ﻲ)اﻟ ﺔ‬ ‫□ اﻟ‬
‫اﻟ ﺧﻞ اﻟ ﻬ‬ ‫□ ﺗ‬
‫□ ﺑ ﺎء ﺷ ﺔ اﺟ ﺎ ﺔ ﻣ ﻓﺔ‬
.....................‫□ أﺧ اﻟ ﺟﺎء ذ ﻫﺎ‬
Q6. What are your motives for wanting to enroll in a master’s degree program?
□ To increase knowledge and skills in a particular area
□ Professional development (promotion)
□ To improve monthly income level
□ To establish a professional social network
□ Other (Please specify:………………………………)
‫ﺔﻟ‬ ‫أﻫ ﻬﺎ ﺎﻟ‬ ‫؟ ﻣ ﻓ ﻠ ﺗ ﺗ ﻬﺎ ﺣ‬ ‫ ﻣﺎﻫﻲ اﻟﻌ اﻣﻞ اﻟ ﻲ ﺗ ﺛ ﻓﻲ اﺧ ﺎرك ﻟ ﻧﺎﻣﺞ اﻟ ﺎﺟ‬.٧‫س‬

‫أﻛﺎد ﺎ‬ ‫اﻟ ﻧﺎﻣﺞ ﻣﻌ‬ □

‫( اﻟ ﺎح‬ ‫□ اﻟ ﻧﺎﻣﺞ )اﻟ‬
‫□ أﻋ ﺎء ﻫ ﺔ ﺗ ر أﻛﺎد‬
‫□ أﻋ ﺎء ﻫ ﺔ ﺗ ر ﻣ ﻗ ﺎع اﻷﻋ ﺎل‬
‫□ اﻟ ﻼب ﻓﻲ اﻟ ﻧﺎﻣﺞ ﻣ ﺷ ﺎت ﻣﻌ وﻓﺔ‬
‫□ ﺳ ﻌﺔ اﻟ ﺎﻣﻌﺔ واﻟ ﻠ ﺔ‬
‫□ اﻟ ﺳ م اﻟ ﻠ ﺔ‬
‫ﺗ‬ ‫□ وﺟ د ﻣ‬
....................‫□ أﺧ اﻟ ﺟﺎء ذ ﻫﺎ‬
□
Q7. What are the factors that affect your choice of master's degree program? Please provide
your answers in order of importance to you [1= least important and 9 = Most important].

□ Program is accredited or (Accredited Program)

□ Availability of the program (Major)
٥٧
 □ Excellent Faculty members
□ Faculty members are from business sectors
□ Students in the program come from well-known companies
□ The reputation of the university and/or college
□ College’ fees
□ Existence of recruitment center
□ Other (Please specify:…………………………………..…)

(‫ﻣ إﺟﺎ ﺔ‬ ‫اﺧ ﺎر اﻛ‬ ) ‫م اﻷﻛ ؟‬ ‫ﺔ أ ﻣ اﻟ ﺎﻟﻲ ﺗ‬ ‫ﻣﻌﻠ ﻣﺎﺗ اﻟ‬ ‫ ﻟ ﻌ‬.٨‫س‬.

‫اﻟﻘ اءة ﻓﻲ اﻟ‬□

‫ﺔ‬ ‫□ ﻣ ﺎ ﻌﺔ اﻟ ﻼت واﻟ اﻗﻊ اﻟﻌﺎﻟ ﺔ اﻟ‬
‫□ ﺣ ر دورات ﻓﻲ ﺟﺎﻣﻌﺎت‬
‫□ ﺣ ر دورات ﻓﻲ ﻣ اﻛ ﺗ ر‬
‫□ ﻣ اد ﻋﻠ ﺔ ﻋ اﻹﻧ ﻧ‬
‫□ ﺣ ر اﻟ ﺗ ات‬
....................‫□ أﺧ اﻟ ﺟﺎء ذ ﻫﺎ‬

Q8 To enhance your marketing knowledge, which of the following methods would you
prefer to use? (You can choose more than one answer).
□ Reading from books
□ Following specialized global sites and magazines
□ Attend courses in universities
□ Attend courses at training centers
□ Reading scientific materials offline or online
□ Attending conferences
□ Other (Please specify:………………………………….……)
‫اﻟ ﺎﻧﺎت اﻟﻌﺎﻣﺔ‬

Demographic Information

‫ ﻣﺎ ﻫﻲ اﻟ ﺎﻟﺔ اﻻﺟ ﺎ ﺔ؟‬.٩‫س‬

‫اﻋ ب‬ □
‫وج‬ ‫□ ﻣ‬
Q9 What is your marital status?
□ Single

٥٨
 □ Married

‫؟‬ ‫ ﻣﺎﻫﻲ ﻣ ﯾ ﺔ اﻟ‬.١٠‫س‬

‫ﺟة‬ □
‫□ ﻣﺔ‬
‫□ اﻟ ﺎﺋﻒ‬
‫ﻣﺔ‬ ‫ﻘﻪ ﻣ ﺔ اﻟ‬ ‫□ ﺧﺎرج ﻣ‬
Q10. Where do live?
□ Jeddah
□ Makkah
□ Taif
□ Outside Makkah Region
‫ ﻣﺎ ﻫ ﻣ ﺎن اﻟﻌ ﻞ؟‬.١١‫س‬

‫ﺣ ﻣﻲ‬ □
‫□ ﺧﺎص‬
Q11. What is your work place?
□ Government
□ Business
:‫ﻓﻲ ﻣ ﺎل اﻟﻌ ﻞ‬ ‫ اﻟ‬.١٢‫س‬

‫ﺗ‬ □
‫□ ﻣﺎﻟ ﻪ‬
‫ﺔ‬ ‫□ ﻣ ارد‬
....................‫ﻫﺎ‬ ‫□ أﺧ اﻟ ﺟﺎء ذ‬
Q12. Your work specialization:
□ Marketing
□ Finance
□ Human resources
□ Other (Please specify:………………………………..)
: ‫ﻓﺄﯾ ﺗﻔ ﻞ ذﻟ ؟‬ ‫اﻟ‬ ‫ﻟ اﻟﻔ ﺻﺔ ﻟ ارﺳﺔ ﻣﺎﺟ‬ ‫ ﻟ أﺗ‬.١٣ ‫س‬
‫داﺧﻞ اﻟ ﻠ ﺔ‬ □
‫ﻠﺔ‬ ‫□ ﺧﺎرج اﻟ‬

٥٩
Q13. If you had the opportunity to study a master’s degree in marketing, where would you
prefer to do that?
□ Within the Kingdom
□ Outside of the Kingdom
: ‫ ﻣﺎﻫ اﻟ ﺿﻊ اﻟ ﺎﻟﻲ؟‬.١٤ ‫س‬
□
‫اﻋ ﻞ‬
‫□ ﻻ اﻋ ﻞ‬
Q14. What is your current situation?
□ Employed
□ Unemployed

: ‫ﻔﻲ؟ وﻣﺎﻫ دﺧﻠ اﻟ ﻬ‬ ‫ﺎك اﻟ‬ ‫ ﻣﺎﻫ ﻣ‬.١٥ ‫س‬

:‫ﻔﻲ‬ ‫ﻰ اﻟ‬ □
‫اﻟ‬
: ‫ﻬ‬ ‫□ اﻟ ﺧﻞ اﻟ‬
Q15. What is your job position? What is your monthly income?
□ Job position:
□ Monthly income:

: ‫ر ﻟ ﻋ دراﺳ ؟‬ ‫ﻣ‬ ‫ ﻫﻞ ﻟ‬.١٦ ‫س‬

‫ﻲ‬ □ ‫ﺷ‬
: ‫ ﺟﻬﺔ اﻟﻌ ﻞ‬. ‫□ اﻟ ﺔ‬
‫□ ﻌ ﺔ داﺧﻠ ﺔ‬
: ‫ ﺣ د‬. ‫□ اﺧ‬
Q16. Do you have a source of fun?
□ Personal
□ Employer. Specify:
□ Internal scholarship
□ Other. Specify:

Thank you

٦٠
 Survey Results Summary:
Q1. Would you be interested in enrolling in our Master’s program that specializes in marketing?

We found that 73% of the target group showed a desire to study a master specialized in marketing. And
we found 27% of the other part of the target group showed unwillingness to study the Master Specialist
in marketing

Q2. What is your undergraduate major?

The survey found that nearly 42% of the target group were graduates of Business Administration and
Public Administration.
The second rank, which represents about 57%, represents other specialties (medical specialties,
Social sciences, Engineering, finance, political science, sports and aviation).

Q3. From where did you earn your undergraduate degree?

The survey found that nearly 54% of the target group were graduates of King AbdulAziz University.
22.2 % were from other Saudi Arabia University. Remaining 23% were from external foreign
universities from the Western and Central Region.

Q4. Please specify the exact course you would like to study:

The survey found that approximate 86% of target sample showed interest in general marketing MS
degree.
Survey revealed that target audience seemed interested in MS degree in General marketing with a
minors, preference of the minor subjects is below:

International marketing 25.26

Real estate marketing 13.68 %
Health marketing 8.42 %
Digital marketing 6.38 %
Sport marketing 6.38 %
Strategic Marketing 26.32 %
Other please specify 13.68 %

Q5. What is your preferred method of studying?

The survey found that nearly 47% of the target group seemed to want to study as part time.
In the second place, the distance study comes with 31% and finally 22% have a desire to study
regularly during weekdays.

Q6. What are your motives for wanting to enroll in a master’s degree program?
The survey found that nearly 56% of the target group seemed to want to study marketing as a master.
To increase information and skills as a motivation 39% and 33% as a professional development to
upgrade and improve monthly income. Moreover, 36% showed their motivation to complete their
advanced degree such as PhD education.

Q7. What are the factors that affect your choice of master's degree program? Please provide
your answers in order of importance to you:
The survey found that 74 % of target audience looks at accreditation of the MS program.
Approximately 59% of the target population seems motivated by the extent to which the desired
specialization is available.
٦١
Approximately 39% of the target group seemed motivated by the Master's study due to quality of
faculty of school. The university and college reputation came close to 49% as a motivation to study
masters. It turned out that the tuition fees given 34% importance for selecting to study MS program.

Q10. Where do live?

The survey found that approximately 56% of the target population lives in Jeddah. People outside
Mecca province came at the second place with 24%. Makkah is the third place to come with 14% and
Taif with 6 %.

Q12. Your work specialization:

The survey found that approximately 53% of the respondents work in the field of management and
21% in marketing field.

٦٢
‫ﻣﻠﺨﺺ ﻧﺘﺎﺋﺞ ﺍﻟﻤﺴﺢ‪:‬‬

‫‪٦٣‬‬
٦٤
٦٥
٦٦
٦٧
٦٨
٦٩
٧٠
٧١
٧٢
 FEASIBILTY OF THE PROGRAM
MSc Marketing Program ‐ Cost, Revenue and Profit Projections

Cost
Number of Classroom 2days (2 Number of Total of Rent
Students Rent per day section) sessions for 1.5 years
30 SAR 1,600 SAR 6,400 30 SAR 192,000
30 SAR 1,600 SAR 6,400 30 SAR 192,000
Number of Classroom 2days (4 Number of Total of Rent
Students Rent per day section) sessions for 1.5 years
40 SAR 1,600 SAR 12,800 60 SAR 768,000

Staff Compensation
Number of Number of Total
Compensation
Students Instructors Compensation
30 ( 2 sec ons) 24 SAR 25,000 SAR 600,000
30 (2 sec ons) 24 SAR 25,000 SAR 600,000
40 (4 sec ons) 48 SAR 25,000 SAR 1,200,000

Total Cost
Number of Staff
Rent Cost Total Cost
Students Compensation
30 192000 600000 SAR 792,000
30 192000 600000 SAR 792,000
40 768000 1200000 SAR 1,968,000

Revenues
Number of Students
Total Revenue
Students Tuition
30 SAR 64,000 SAR 1,920,000
30 SAR 64,000 SAR 1,920,000
40 SAR 64,000 SAR 2,560,000

Profit
Number of University DEPT Profit
Total Revenue Total Cost Profit
Students Profit(63%) (37%)
30 SAR 1,920,000 SAR 792,000 SAR 1,128,000 SAR 710,640 SAR 417,360
30 SAR 1,920,000 SAR 792,000 SAR 1,128,000 SAR 710,640 SAR 417,360
40 SAR 2,560,000 SAR 1,968,000 SAR 592,000 SAR 372,960 SAR 219,040

Number of sessions: 1st year = 30

Number of sessions ‐ 2nd year =
30
Number of staff ‐ 1st year = 08
Number of staff ‐ 2nd year = 08

٧٣
 ‫ﺑﺮﻧﺎﻣﺞ ﺍﻟﻤﺎﺟﺴﺘﻴﺮ ﺍﻟﺘﺴﻮﻳﻖ ‪ -‬ﻋﺮﺽ ﺍﻟﻐﺮﻓﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺑﺎﻟﺮﻳﺎﺽ‬

‫ﺍﻟﺘﻜﻠﻔﺔ‬
‫ﺇﺟﻤﺎﻟﻲ ﺗﻜﺎﻟﻴﻒ ﺍﻹﻳﺠﺎﺭ‬ ‫ﻋﺪﺩ‬
‫)‪ ١٫٥‬ﺳﻨﺔ(‬ ‫ﻋﺪﺩ ﺍﻟﻠﻘﺎءﺍﺕ‬ ‫ﺷﻌﺒﺘﻴﻦ ‪ ٢-‬ﺃﻳﺎﻡ‬ ‫ﺇﻳﺠﺎﺭﺓ ﻗﺎﻋﺎﺕ ﺍﻟﺪﺭﺍﺳﺔ )ﺑﺎﻟﻴﻮﻡ(‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪١٩٢٬٠٠٠ .‬‬ ‫‪30‬‬ ‫ﺭ‪.‬ﺱ‪٦٬٤٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٬٦٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪١٩٢٬٠٠٠ .‬‬ ‫‪30‬‬ ‫ﺭ‪.‬ﺱ‪٦٬٤٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٬٦٠٠ .‬‬ ‫‪30‬‬
‫ﺇﺟﻤﺎﻟﻲ ﺗﻜﺎﻟﻴﻒ ﺍﻹﻳﺠﺎﺭ‬ ‫ﻋﺪﺩ‬
‫)‪ ١٫٥‬ﺳﻨﺔ(‬ ‫ﻋﺪﺩ ﺍﻟﻠﻘﺎءﺍﺕ‬ ‫ﺷﻌﺒﺘﻴﻦ ‪ ٢-‬ﺃﻳﺎﻡ‬ ‫ﺇﻳﺠﺎﺭﺓ ﻗﺎﻋﺎﺕ ﺍﻟﺪﺭﺍﺳﺔ )ﺑﺎﻟﻴﻮﻡ(‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪٧٦٨٬٠٠٠ .‬‬ ‫‪60‬‬ ‫ﺭ‪.‬ﺱ‪١٢٬٨٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٬٦٠٠ .‬‬ ‫‪40‬‬

‫ﺗﻌﻮﻳﻀﺎﺕ ﺃﻋﻀﺎء ﻫﻴﺌﺔ ﺍﻟﺘﺪﺭﻳﺲ‬

‫ﻋﺪﺩ‬
‫ﻣﺠﻤﻮﻉ ﺍﻟﺘﻌﻮﻳﻀﺎﺕ‬ ‫ﺍﻟﺘﻌﻮﻳﻀﺎﺕ‬ ‫ﻋﺪﺩ ﺍﻷﺳﺎﺗﺬﺓ‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪٦٠٠٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪٢٥٬٠٠٠ .‬‬ ‫‪24‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪٦٠٠٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪٢٥٬٠٠٠ .‬‬ ‫‪24‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬
‫‪١٬٢٠٠٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٢٥٬٠٠٠ .‬‬ ‫‪48‬‬ ‫‪40‬‬

‫ﺍﻟﺘﻜﻠﻔﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ‬
‫ﻋﺪﺩ‬
‫ﺇﺟﻤﺎﻟﻲ ﺍﻟﺘﻜﺎﻟﻴﻒ‬ ‫ﺗﻌﻮﻳﻀﺎﺕ ﺍﻷﺳﺎﺗﺬﺓ‬ ‫ﺗﻜﻠﻔﺔ ﺍﻹﻳﺠﺎﺭ‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪٧٩٢٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪٦٠٠٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٩٢٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪٧٩٢٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪٦٠٠٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٩٢٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬ ‫ﺭ‪.‬ﺱ‪.‬‬
‫‪١٬٩٦٨٬٠٠٠‬‬ ‫‪١٬٢٠٠٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٧٦٨٬٠٠٠ .‬‬ ‫‪40‬‬

‫ﺍﻟﻤﺪﺍﺧﻴﻞ‬
‫ﻋﺪﺩ‬
‫ﺇﺟﻤﺎﻟﻲ ﺍﻟﻤﺪﺍﺧﻴﻞ‬ ‫ﺭﺳﻮﻡ ﺍﻟﺪﺭﺍﺳﺔ‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪.‬‬
‫‪١٬٩٢٠٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٦٤٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬
‫‪١٬٩٢٠٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٦٤٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬
‫‪٢٬٥٦٠٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٦٤٬٠٠٠ .‬‬ ‫‪40‬‬

‫ﺍﻷﺭﺑﺎﺡ‬
‫ﺃﺭﺑﺎﺡ ﻗﺴﻢ‬ ‫ﻋﺪﺩ‬
‫)‪(%٣٧‬‬ ‫ﺃﺭﺑﺎﺡ ﺍﻟﺠﺎﻣﻌﺔ )‪(%٦٣‬‬ ‫ﺍﻷﺭﺑﺎﺡ‬ ‫ﺇﺟﻤﺎﻟﻲ ﺍﻟﺘﻜﺎﻟﻴﻒ‬ ‫ﺇﺟﻤﺎﻟﻲ ﺍﻟﻤﺪﺍﺧﻴﻞ‬ ‫ﺍﻟﻄﻼﺏ‬
‫ﺭ‪.‬ﺱ‪.‬‬ ‫ﺭ‪.‬ﺱ‪.‬‬
‫‪٤١٧٬٣٦٠‬‬ ‫ﺭ‪.‬ﺱ‪٧١٠٬٦٤٠ .‬‬ ‫‪١٬١٢٨٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٧٩٢٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٬٩٢٠٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬ ‫ﺭ‪.‬ﺱ‪.‬‬
‫‪٤١٧٬٣٦٠‬‬ ‫ﺭ‪.‬ﺱ‪٧١٠٬٦٤٠ .‬‬ ‫‪١٬١٢٨٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٧٩٢٬٠٠٠ .‬‬ ‫ﺭ‪.‬ﺱ‪١٬٩٢٠٬٠٠٠ .‬‬ ‫‪30‬‬
‫ﺭ‪.‬ﺱ‪.‬‬ ‫ﺭ‪.‬ﺱ‪.‬‬
‫‪٢١٩٬٠٤٠‬‬ ‫ﺭ‪.‬ﺱ‪٣٧٢٬٩٦٠ .‬‬ ‫ﺭ‪.‬ﺱ‪٥٩٢٬٠٠٠ .‬‬ ‫‪١٬٩٦٨٬٠٠٠‬‬ ‫ﺭ‪.‬ﺱ‪٢٬٥٦٠٬٠٠٠ .‬‬ ‫‪40‬‬

‫‪Number of sessions: 1st year = 30‬‬

‫‪Number of sessions ‐ 2nd year = 30‬‬
‫‪Number of staff ‐ 1st year = 08‬‬
‫‪Number of staff ‐ 2nd year = 08‬‬

‫‪٧٤‬‬