MS/MBA in Marketing

The Master of Business Administration (MBA) program has been designed to provide the appropriate academic preparation for individuals to hold professional careers in either the private or the public sector. It is a comprehensive program directed to equip students with the theoretical basis complemented with necessary tools, techniques, skills, and applications to cope with the complexities and demands of the internal and external business environments, and to make better decisions.

The program builds on and develops fundamental knowledge in the area of marketing. Students are guided and mentored as to the appropriate pedagogical methodologies essential to the acquisition of critical analytical skills and research capabilities. The individual course of study follows a personalized, interdisciplinary curriculum developed in conjunction with the graduate advisor. The program is a 39 credit-hour, self-contained program. The length of the program for a full-time student is normally two years, but the degree may be earned in less time by attending summer session courses.  

The program is committed to providing its students with the targeted education and technical knowledge necessary to enter successful careers in the many trends of marketing, both in the public and private sectors. The field of Marketing offers challenging and rewarding opportunities in service, commercial and industrial fields. It also prepares students to continue their post-graduate studies as well as to enhance their professional careers by pursuing technical advanced certificates and diplomas, for example, Professional Certificate in Marketing (CIM), Marketing Research Certificate (MRC), and Marketing Communication Certificate (MCC).

 

 
 
TOTAL REQUIRED CREDITS FOR GRADUATION (39 credits)
CORE REQUIREMENTS (18 credits)
CODE DESCRIPTION PREREQUISITE CR.
ECO 500 Business Economics Placement Test
3
FIN 500 Financial Management Placement Test
3
MGT 500 Contemporary Management Placement Test
3
MGT 501 Adv. Quantitative Methods in Business Placement Test
3
MGT 502 Research Methods in Business Placement Test
3
MKT 500 Marketing Management Placement Test
3
EMPHASIS ELECTIVES (12 credits)
CODE DESCRIPTION PREREQUISITE CR.
MKT 520 Consumer Behavior MKT 500
3
MKT 525 Social Media Marketing MKT 500
3
MKT 527 Seminar in Promotional Strategy MKT 500
3
MKT 535 Retail Marketing MKT 500
3
MKT 540 E-Marketing MKT 500
3
MKT 545 Customer Relationship Management MKT 500
3
MKT 550 Product Development Management MKT 500
3
MKT 555 Branding Strategies MKT 500
3
MKT 560 Services Marketing MKT 500
3
MKT 565 Seminar in Marketing Consent of Advisor
3
MKT 570 International Marketing Strategy MKT 500
3
MKT 575 Advanced Marketing Research (MKT 500 & MGT 502) OR REM 055
3
MKT 582 Distribution Channels Management MKT 500
3
MKT 585 Special Topics in Biomedical Marketing Consent of Advisor
3
MKT 590 Special Topics in Marketing Consent of Advisor
3
ELECTIVES (9 credits)
The electives are to be chosen from other concentration courses with the consent of the advisor, and may include the following courses
CODE DESCRIPTION PREREQUISITE CR.
MKT 598 Research Project in Marketing Consent of Advisor
3
MKT 599 Research Thesis in Marketing Consent of Advisor
6
Course Descriptions
ECO 500
Business Economics
Students are presented with advanced concepts and analytical tools of microeconomic theory: demand, supply and equilibrium; opportunity cost; efficiency; perfect and imperfect competition; oligopoly and game theory; risk and uncertainty; economics of information; investment; public goods and externalities. Applications and case studies in managerial decision-making. Furthermore, this course shall emphasize to students the mutual relationship between the macroeconomic environment and business, including how fiscal, monetary, foreign exchange, and other policies of the government interact to help shape the macroeconomic environment. Causes and consequences of inflation and unemployment. Economic growth and technological progress. Open economy, international flow of goods and capital, exchange rates.
Prerequisite: Placement Test
FIN 500
Financial Management
Concepts and theories applicable to the financial administration of a firm. Cases, problems, and readings to illustrate various financial problems and techniques for solving such problems. Topics include valuation, risk and return, capital budgeting, cost of capital, financial analysis and planning, and working capital management.
Prerequisite: Placement Test
MGT 500
Contemporary Management
Students are coached to build on the different management theory approaches so that they are capable to integrate appropriate skills for better decision-making, to acquire an understanding of the practices related to leadership and organizational behaviour of the business constituents to manage structure and change affecting business strategies and to develop an understanding of the recent trends in management theory.
Prerequisite: Placement Test
MGT 501
Adv. Quantitative Methods in Business
Examination of important quantitative approaches to management decision-making. Application of various analytical methods, models, and theories to a variety of management decision areas. Use of tools such as decision theory, simulation, PERT/CPM and linear programming to minimize risk and uncertainty in management activities. Quantitative controls and decision support as applied to the operations of business. Advanced applications in business analysis, decision support, and development of decision support system. Introduction to econometric techniques used in business: Simple and multiple regressions.
Prerequisite: Placement Test
MGT 502
Research Methods in Business
Applications of research methods to facilitate business enterprise decision-making. Topics include review of the different research methods used (qualitative and quantitative), business environment analysis and problem definition, secondary literature review, data collection methodology as tied to hypotheses defined, questionnaires design, sampling techniques, statistical validation and results interpretation. Several cause-effect techniques studied. Students are to work on a research topic to experiment with these topics.
Prerequisite: Placement Test
MKT 500
Marketing Management
Controllable and uncontrollable marketing variables in today's business environment. Topics include factors affecting consumer demand and methods of satisfying it, market structure, and product-mix selection, distribution, promotion, pricing, and market research. The course structure, projects, and cases are designed to develop the students' ability to generate effective marketing strategies in the face of uncertainty in group and competitive setting. Marketing planning, marketing research, designing, and marketing policies will be implemented.
Prerequisite: Placement Test
MKT 520
Consumer Behavior
This course aims to provide students with the psychological, sociological, and anthropological theories related to consumer decision processes. This course reviews the major empirical findings in the literature on consumer behavior and relates them to the design and execution of effective marketing strategy. First, the course focuses on individual decision making and consumer learning. Next, the focus shifts to external influences: culture, social class, reference groups, family, and situational variables. Implications of findings in these areas for marketing strategy are reviewed, and recent developments in market segmentation, positioning, marketing communications, personal selling and perceived quality are discussed.
Prerequisite: MKT 500
MKT 525
Social Media Marketing
This course takes an in-depth look at the existing social networks, social media platforms and online advertising. Students will learn how today's dynamic organizations use social media to reach the business objectives by positioning their brands for awareness and loyalty; generating leads and sales; supporting customer service needs; and providing insights into the industry and consumers. Also students will be trained to assess how social media helps an organization to achieve its marketing objectives through advertising, public relations, search engine optimization, and online reputation management. Students will as well learn how to set up organizational profiles, content, and develop campaigns that align and support the business and marketing objectives. Finally, students will be trained to conduct a social media audit, the tools required, and how to act upon the data reported. Case studies are used extensively to probe success and failure of using social media in marketing.
Prerequisite: MKT 500
MKT 527
Seminar in Promotional Strategy
Students are provided with the theoretical and practical techniques to identify promotional problems encountered by a firm and the approaches to their solution. The course will emphasize the prepration of students using a mixture of lecture, case study analysis, class discussion, and team development and presentation of an entire advertising campaign. Students will be exposed to the concepts, techniques, and methodologies of communication strategies in marketing, such as media advertising, corporate advertising and promotional campaigns. Moreover, students will be analyzing business cases to have working knowledge assessing the effectiveness of advertising and promotional mix strategies on influencing buyer attitudes and behavior. Also, students will perform media evaluation in relation to media ethics and organizational social responsibility.
Prerequisite: MKT 500
MKT 535
Retail Marketing
This course provides a comprehensive approach to all aspects of retail marketing. It elaborates on the different business grand strategies and ties them to the market position. Students shall conduct competitiveness analysis of the retail business covering the value chain, technology, ethics, international retail, merchandise plans and promotional strategies. Students will be subject to real case studies and will work on a final project.
Prerequisite: MKT 500
MKT 540
E-Marketing
This course is to provide students with a solid base in understanding the internet concepts necessary to develop e-marketing tools. The student will be able to: Evaluate the benefits and risks of the internet as a choice of doing business and marketing; integrate marketing techniques with technology; learn different models that can be used within the electronic environment and evaluate the old vs. the new methods and paradigms. Students will interact in teams to prepare an e-marketing plan of an exisitng product or concept that may succeed in the Lebanese or regional markets. Topics to cover include methods and techniques to develop marketing objectives, strategies and ultimately an e-marketing plan.
Prerequisite: MKT 500
MKT 545
Customer Relationship Management
This course Provides students with a comprehensive and profound insight into how Customer Relationship Management - CRM strategies should be envisioned, implemented, and instilled with a corporate organization. The following topics are covered: fundamentals of customer-based change management: vision, strategy, operations, organization structures and systems, and information technology. This course relies on class discussion and case analyses.
Prerequisite: MKT 500
MKT 550
Product Development Management
This course provides students with the fundamentals of product strategy and management. Product strategy lies at the very heart of the firm's overall strategy and forms a major pillar to sustain the organization's position in the market. Students will be enabled theoretically and practically to deal with issues like the innovation process, product life cycle, conceptualization of new product ideas, business analysis and commercialization process. Extensive use of case studies is emphasized to expose students to real cases and to encourage their critical thinking in a constructive manner.
Prerequisite: MKT 500
MKT 555
Branding Strategies
In this course, participants will be exposed to the various strategies related to the initiation of a brand, creating awareness, recognition, and brand recall. Special attention will be placed on the tools and tactics to be used for the purpose of enhancing brand equity and goodwill. In response to the rapid growth in international marketing, global brand equity development and management will receive a special interest.
Prerequisite: MKT 500
MKT 560
Services Marketing
This course provides students with working knowledge in services and services marketing with emphasis on financial services research and services management. Emphasis is on case analyses, and the application of the principles learned in the marketing management course of the program to service-oriented institutions. Students will be coached in techniques necessary in integrating the components of the marketing mix into an effective marketing strategy, the execution of that strategy, and its revision based on market response and changing conditions. A simulation game may be used to underline the integrative and dynamic aspects of strategy design and execution. Moreover, this course provides an integration of theories pertaining to a new concept of services marketing through an understanding of consumer behavior in the service encounter. Evaluation and selection of target markets, service market development and analysis, quality, price determination and marketing communication shall be also covered.
Prerequisite: MKT 500
MKT 565
Seminar in Marketing
A capstone seminar in Marketing which will incorporate other functional areas such as accounting, finance, MIS, personnel and production into designing and evaluating comprehensive marketing policies and strategies. Case studies and optimal marketing strategy mix theories are covered. Other topics are also covered such as current marketing positioning and targeting practices in the industry, the interrelationship of personal selling and strategic marketing with emphasis on salesmanship, personal selling objectives, and sales/marketing policies. Moreover, an in-depth analysis of sales force management and techniques of controlling sales effort, including sales budget, territorial quotas, sales, and cost analysis is conducted.
Prerequisite: Consent of Advisor
MKT 570
International Marketing Strategy
Students are familiarized with the concepts and techniques necessary for the analysis of marketing in the global environment. Topics covered include: Environmental effects on international marketing management and corporate strategy decisions. Managerial study of opportunities and complexities of conducting marketing operations in the global marketplace. Strategic planning and execution of marketing mix programs in global markets with focus on the analysis of cultural, economic, and political environments. Special emphasis is placed on study of the nature of global competition and marketing frameworks, and tools that can be employed for developing a sustainable global competitive advantage.
Prerequisite: MKT 500
MKT 575
Advanced Marketing Research
This course is designed to explore different techniques and tools used in processing qualitative and quantitative data that have been systematically gathered through business environmental assessments and consumer behavior studies. The various analytical approaches examined in this course will be used to develop and manage an overall corporate market stance.
Prerequisite: (MKT 500 & MGT 502) OR REM 055
MKT 582
Distribution Channels Management
Development structure and interrelationships among members of marketing channels involving customer service, physical distribution decisions, e-commerce, and operating policies. Analyzes marketing channels as social, economic, and political systems. Strong emphasis placed on understanding the behavioral dimension of the channel relationship after focusing on the economic and structural aspects of retailing, wholesaling, and physical distribution. Governmental and other constraints on channel activities are also studied. Design, implementation, and evaluation of marketing channels. Channel theory, channel member interactions, retail marketing systems, wholesaling, franchising and logistics concepts (transportation, warehousing, location analysis). Pricing issues, regulatory impact, and deregulation, particularly in the international markets
Prerequisite: MKT 500
MKT 585
Special Topics in Biomedical Marketing
Designed to provide a comprehensive coverage of various marketing characteristics and processes in the biomedical field. It explores advanced topics on the specificities of the biomedical marketing subject offered occasionally.
Prerequisite: Consent of Advisor
MKT 590
Special Topics in Marketing
A course designed to examine and review contemporary and developing issues. Identification and review of trends in marketing practices and their impact on management behavior, thought, and decision-making. A multiple set of one credit courses based on case studies and projects.
Prerequisite: Consent of Advisor
MKT 598
Research Project in Marketing
Students aim to apply theoretical and practical concepts into a selected field of marketing. The final work is a review of secondary literature or building a case study to reveal a trend or a specific behavior characteristic of the working environment. This research may reveal some originality.
Prerequisite: Consent of Advisor
MKT 599
Research Thesis in Marketing
Students conduct a full-fledge research using a specific research methodology to investigate in depth an issue related to marketing practices. Original research results should be obtained.
Prerequisite: Consent of Advisor

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