Undergraduate Programs
BS in Marketing & Advertising

The Marketing and Advertising Program aims to prepare students with skills and knowledge in both marketing and advertising; thus, providing them with the opportunity to be employed in either fields. Courses in the Marketing Department are oriented toward creative problem-solving in marketing and advertising decision-making processes. Furthermore, the Department’s curriculum involves students in real life cases to help them acquire the abilities to plan and implement marketing and advertising theories, procedures and strategies. Finally, students in this Department are encouraged to undergo field training while pursuing their undergraduate studies.

 

 
 
TOTAL REQUIRED CREDITS FOR GRADUATION (105 credits)
GENERAL GRADUATION REQUIREMENTS (21 credits)
CODE DESCRIPTION PREREQUISITE CR.
CSI 200 Computer Literacy ENG 000
3
ENG 201 Composition & Rhetoric I ENG 001 OR ENG 200
3
ENG 202 Composition & Rhetoric II ENG 201
3
ENG 205 English Communication Skills ENG 202
3
HMS 201 Active Learning & Research Methodology ENG 001
3
HMS 301 Western Civilization ENG 201
3
MAT 220 Math For Business & Finance MAT 100X OR MAT 200X OR Placement
3
FREE LIBERAL ARTS ELECTIVES (9 credits)
To be selected from the Faculty of Arts and Sciences
BUSINESS GRADUATION REQUIREMENTS (33 credits)
CODE DESCRIPTION PREREQUISITE CR.
ACC 201 Principles Of Accounting I ENG 001
3
ACC201P Problem-Solving for Principles of Accounting I NONE
0
ACC 202 Principles Of Accounting II ACC 201 & (ENG 100 OR ENG 200)
3
ACC202P Problem-Solving for Principles of Accounting II NONE
0
ECO 201 Introduction To Microeconomics ENG 100 OR ENG 200
3
ECO 202 Introduction To Macroeconomics ENG 100 OR ENG 200
3
FIN 301 Finance I ACC 202 & MAT 220
3
FIN301P Problem-Solving for Finance I NONE
0
MGT 210 Management Principles ENG 100 OR ENG 200
3
MGT210P Case Study for BMGT Principles NONE
0
MGT 330 Business Law I ENG 201 & (MGT 210 OR HOM 210 OR TTM 202)
3
MIS 305 Management Information Systems I CSI 201 OR (MGT 210 & CSI 200) OR (HOM 210 & CSI 200) OR (TTM 202 & CSI 200)
3
MKT 201 Principles Of Marketing ENG 100 OR ENG 200
3
MKT201P Case Studies for Principles of Marketing NONE
0
STA 210 Statistics & Probability For Business I (ENG 100 OR ENG 200) & MAT 220
3
STA 310 Statistics & Probability For Business II (ENG 100 OR ENG 200) & STA 210
3
MARKETING & ADVERTISING MAJOR REQUIREMENTS (36 credits)
CODE DESCRIPTION PREREQUISITE CR.
ADV 210 Advertising Principles ENG 001
3
ADV 250 Advertising Copywriting ADV 210
3
ADV 310 Advertising Creativity ADV 250 & COM 255
3
BUS 300 Business Computing Junior Standing
1
COM 255 Software I: Print Media (CSI 200 OR CSI 201) & ENG 200
3
COM 375 Media Planning & Audience Analysis ADV 210 & COM 255
3
MGT 410 Project Management MIS 305 & sta 210
3
MKA 499 Senior Project In Marketing & Advertising Senior Standing
3
MKT 310 Consumer Behaviour MKT 201
3
MKT 370 International Marketing MKT 201
3
MKT 397 MKT Internship Junior Standing
1
MKT 398 Senior Project Proposal Senior STanding
1
MKT 410 Marketing Research MKT 201 & STA 310
3
MKT 450 Strategic Marketing Management MGT 210 & MKT 201
3
TECHNICAL ELECTIVES (6 credits)
To be selected from courses of numbers 300 and above offered by the Faculty of Business and Economics
REMEDIAL REQUIREMENTS (27 credits)
CODE DESCRIPTION PREREQUISITE CR.
ENG 00A Basic English I Placement
9
ENG 000 Intensive English I ENG 00A OR Placement
9
ENG 001 Intensive English II ENG 000 OR Placement
9
Course Descriptions
CSI 200
Computer Literacy
This course is an introductory Non-Technical survey of Computer Systems and a study of the social impact of computers. Topics include introduction to the Hardware components of a computer system, input and output devices, storage devices, communications and connectivity, Internet, security, information systems and deep exposition to software applications such as text editors, spreadsheet, and presentation software.
Prerequisite: ENG 000
ENG 201
Composition & Rhetoric I
This is the students' first major encounter with critical thinking, reading, and writing. Students are exposed to themes from different disciplines and are expected to discuss them, read and write about them. The essay of all its types is the writing format dealt with in the first half. A research paper, 5-10 pages in length, follows in the second half.
Prerequisite: ENG 001 OR ENG 200
ENG 202
Composition & Rhetoric II
In this course, students are expected to engage in deep critical thinking and to construct written arguments in which they decide on a controversial issue. They are helped to think of argument in terms of having an opinion, voicing it persuasively, and supporting it adequately. Hence, they will be analyzing debatable issues appearing in writing and will be introduced to the elements and structure of argument, including the Toulmin model, the rhetorical situation, the traditional categories of claims, the types of proof, logical fallacies and the Rogerian argument. Reading, critical thinking, and writing are taught as integrated processes. There will be essays for analysis, as well as essay topics for development.
Prerequisite: ENG 201
ENG 205
English Communication Skills
Students' communication competence is enhanced by learning the techniques and strategies of public speaking. No other skills are so closely tied to a student's professional success as communication skills. Using what they have learned in other English language courses, students practice and communicate, guided by the fundamental principles of public speaking, and provided with a forum for applying these principles, through a variety of instructional strategies - discussion, class workshops.
Prerequisite: ENG 202
HMS 201
Active Learning & Research Methodology

This is an introductory course that aims at bridging the gap between school and college and develops the student's skills in three areas related to active learning and research methodology. In the first area, the student is introduced to the university's rules and regulations and general guidelines. In the second area, the student hones his/her study skills, namely, developing schedules, improving concentration, developing time-saving test-taking strategies, taking good notes, improving listening and reading skills, and applying strategies to avoid test anxiety. In the third area, the student is introduced to research, armed with the theory, methodology, and techniques of the research process, starting with conceptualization and ending with report writing.

Prerequisite: ENG 001
HMS 301
Western Civilization
This course consists of readings and discussion of the classic great books of Western Civilization, focusing on literary, philosophical, and historical works from ancient Greece and Rome. Readings will be selected from authors such as Homer, Virgil, Ovid, Herodotus, Thucydides, Livy, Tacitus, Plutarch, Plato, Aristotle, Epictetus, Epicurus, Cicero, Seneca, Marcus Aurelius, Plotinus, and Augustine.
Prerequisite: ENG 201
MAT 220
Math For Business & Finance
This is a course for business and economics students. Contents include linear functions and their applications: supply and demand analysis and national income determination, quadratic functions and their applications: revenue, cost, and profit, percentages and progressions, and their applications: scale factors, simple and compound interests, differentiation rules and their applications: optimization of functions and marginal functions, integration techniques and their applications: consumer's surplus and producer's surplus, matrices: operations on matrices and input output analysis.
Prerequisite: MAT 100X OR MAT 200X OR Placement
ACC 201
Principles Of Accounting I
This course introduces students to the basic concepts and techniques of accounting. It deals with different aspects of measuring, classifying, summarizing, reporting, and interpreting financial information within the context of generally accepted accounting principles. Topics include: journals, ledgers, trial balances, worksheets, cash control, bank reconciliation, payables and preparation of financial statements for a sole proprietorship.
Prerequisite: ENG 001
ACC201P
Problem-Solving for Principles of Accounting I
This lab course is developed to enhance the problem-solving skills of the students in the "Principles of Accounting I" course. Students are coached and mentored to utilize critical thinking and problem-solving techniques through complimentary exercises and case studies.
Prerequisite: NONE
ACC 202
Principles Of Accounting II
This course complements the basic concepts and techniques covered in ACC 201. Main emphasis is on the analysis of financial statements, cash flows and fund statements. Moreover, students will be introduced to financial analysis needed for partnerships, organization and operations of corporations, stockholders' equity, bonds, stocks and investment in corporate securities.
Prerequisite: ACC 201 & (ENG 100 OR ENG 200)
ACC202P
Problem-Solving for Principles of Accounting II
This lab course is developed to enhance the problem-solving skills of the students in the "Principles of Accounting II" course. Students are coached and mentored to utilize critical thinking and problem-solving techniques through complimentary exercises and case studies.
Prerequisite: NONE
ECO 201
Introduction To Microeconomics
This is an introductory course in economics. It provides students with general information about the functioning of market forces in determining the prices and the level of production in a free market economy. The course introduces the behavior of each firm as a part of the trade in different types of markets. The topics covered in this course include: mechanics of individual prices, demand, supply, elasticity, theory of consumer behavior, costs of production, price and output determination under different market conditions, the employment and pricing of economic resources.
Prerequisite: ENG 100 OR ENG 200
ECO 202
Introduction To Macroeconomics
This course introduces the students to the performance of the economy of a country on aggregate basis. It aims to teach how the economics of a nation functions. The students are introduced to national income accounting, inflation, unemployment, the role of taxes, government budgets, banking systems, the monetary policy, international trade, exchange rates and balance of payments deficit and surplus.
Prerequisite: ENG 100 OR ENG 200
FIN 301
Finance I
This course focuses on the role of the financial manager in the use of financial concepts and techniques in planning for the acquisition and use of funds to maximize the value of the firm. In addition, it covers taxes, discounted cash flow analysis, sources and uses of funds, valuation models, risk and rates of return, financial analysis, financial forecasting, financial planning and control, working-capital policy, cash and marketable securities management, credit management, inventory management and short-term financing.
Prerequisite: ACC 202 & MAT 220
FIN301P
Problem-Solving for Finance I
This lab course is developed to enhance the problem-solving skills of the students in the "Finance I" course. Students are coached and mentored to utilize critical thinking and problem-solving techniques through complimentary exercises and case studies.
Prerequisite: NONE
MGT 210
Management Principles
This course provides students with fundamental knowledge in the field of management; the historical approaches, which influence today's management; the management functions that include planning, organizing, leading and controlling; and, contemporary management theories, practices and the role of managers in modern organizations. Real life cases are analyzed to acquaint students with the critical thinking approach.
Prerequisite: ENG 100 OR ENG 200
MGT210P
Case Study for BMGT Principles
This course is developed to enhance the problem-solving skills of the students in the "Management Principles" course. Students are coached and mentored to utilize critical thinking and problem-solving techniques through complimentary exercises and case studies.
Prerequisite: NONE
MGT 330
Business Law I
The main objective of this course is to provide a solid background in Lebanese commercial law. Topics include the nature of the law, the courts systems, contracts, property sales and secured transactions, insurance, commercial paper, agency, partnership, corporations, bailment, bankruptcy and banking operations. It also covers the main rules governing the very dynamic Lebanese social security and income tax legislation. The theoretical study is complemented with practical cases and jurisprudence as compared to international business law, particularly to the American business law.
Prerequisite: ENG 201 & (MGT 210 OR HOM 210 OR TTM 202)
MIS 305
Management Information Systems I
This course is an introduction to the MIS discipline. It covers the fundamentals of Information Technology, management structures and basic business operations. The goal of this course is to help business students learn how to use and manage information technologies to revitalize business processes, improve business decision making and gain competitive advantage.
Prerequisite: CSI 201 OR (MGT 210 & CSI 200) OR (HOM 210 & CSI 200) OR (TTM 202 & CSI 200)
MKT 201
Principles Of Marketing
An introductory course which describes the field of Marketing and the operation of marketing systems. It focuses on topics such as marketing environment, market regulation, strategies, targeting, product-mix, labeling, branding, packaging, pricing, distribution and promotional programs.
Prerequisite: ENG 100 OR ENG 200
MKT201P
Case Studies for Principles of Marketing
Prerequisite: NONE
STA 210
Statistics & Probability For Business I
This course is an introduction to statistics and probability. Contents include methods used in collection, organization, presentation and analysis of data for the purpose of better business decisions. It introduces deductive and inferential statistics and probability. The course includes applications using computerized software such as MegaStat and SPSS
Prerequisite: (ENG 100 OR ENG 200) & MAT 220
STA 310
Statistics & Probability For Business II
This course is an advanced statistics course that builds on the probability theory developed in STA 210. Contents include point and interval estimations, testing hypothesis, non-parametric methods, goodness of fit, experimental design, analysis of variance and covariance, regression and correlation. The course includes applications using computerized software such as MegaStat and SPSS
Prerequisite: (ENG 100 OR ENG 200) & STA 210
ADV 210
Advertising Principles
This course introduces advertising students to the wide, wonderful world of advertising and encapsulate subjects around the history of advertising, strategy, copywriting, and art direction. Integrated communications are introduced and practiced at an appropriate level. The final project is a complete campaign including print, radio, television and sales promotion.
Prerequisite: ENG 001
ADV 250
Advertising Copywriting
In this course students investigate the basic elements of creative writing-rhyme, rhythm, metaphors, and onomatopoeia-as they apply to the production of quality copy for print advertising. All assignments are based on creative strategies to be developed by the students. Weekly projects are evaluated during each class session.
Prerequisite: ADV 210
ADV 310
Advertising Creativity
This course will serve as a valuable source of typographical information with which informed design choices can be made to add depth and context to a work
Prerequisite: ADV 250 & COM 255
BUS 300
Business Computing
This course is designed for students to acquire intermediate and advanced skills in Microsoft Excel as well as Statistical Product & Service Solutions (SPSS) software. This course is divided into two stages providing hands-on practical applications. Problems from the business field are solved using the advanced features of the two application software dedicating 50% for each application. Topics include a variety of business applications such as: Excel: financial modeling and reporting, charts, analytical tools and scenario analysis, and Pivot tables for decision-making; SPSS: Quantitative techniques such as Descriptive and Causal statistics covering Probability Distribution Tables and related chart graphics, Crosstabs, Correlation Analysis, & Regression Analysis, and Qualitative techniques such as Chi-square Analysis for hypotheses testing.
Prerequisite: Junior Standing
COM 255
Software I: Print Media
This course aims at covering the software related to print-based outcomes. Students in this course will mainly study the Adobe Creative Suite package (vector-based, pixel-based and print production) in its diverse implementation techniques to enable them become more proficient in conceptualization and execution of their ideas.
Prerequisite: (CSI 200 OR CSI 201) & ENG 200
COM 375
Media Planning & Audience Analysis
This course sheds light on how the marketing plans influence the media and the various elements of the marketing mix which interact with media planning. It also emphasizes the importance of audience demographics, psychographics, and product usage variables which would later help them to make creative media decisions in tune with the changing marketplace.
Prerequisite: ADV 210 & COM 255
MGT 410
Project Management
Students are introduced to the contemporary and professional significance given to project management in today's enterprises. Topics covered include project planning, scheduling and control in the spirit to deliver good, fast and cheap projects. Tools used include Work Breakdown Structure (WBS), networking, human resource leveling, and cost analysis techniques. Case studies will be reviewed.
Prerequisite: MIS 305 & sta 210
MKA 499
Senior Project In Marketing & Advertising
To fulfill graduation requirements, each senior level student is required to submit and pursue an empirical or theoretical research project, which demonstrates mastery of skills in the field of marketing in general while emphasizing more specifically the advertising area or function. Project may be extended to two consecutive semesters.
Prerequisite: Senior Standing
MKT 310
Consumer Behaviour
A course designed to prepare students for the mechanism and processes involved in consumer buying-decisions. Topics covered include buyer's cognitive processes influencing the buying decision-making, behavioral sciences used to study consumers' attitudes and behaviors to define consumer-to-consumer, organization-to-consumer, and consumer-to-organization relationships. Case studies are extensively used throughout this course.
Prerequisite: MKT 201
MKT 370
International Marketing
A review of the concept of global marketing is carried out highlighting and assessing influential environment factors. Coverage includes global marketing strategies, product attributes and mix strategies, entering foreign markets and distribution, pricing and promotion.
Prerequisite: MKT 201
MKT 397
MKT Internship

This is a two-month full-time business practical internship that should take place at a business establishment outside the university. A student presents a report by the end of this training period, then he/she makes a public presentation exposing his/her training experience.

Prerequisite: Junior Standing
MKT 398
Senior Project Proposal

Seminar on research methodologies and preparation of the senior design outline. The main concentration is on the planning and the design of the Senior Project proposal. Emphasis is placed on literature review, problem definition, project planning and financial analysis, written and oral communication skills, teamwork, development of structural specifications, application of APA specifications, and effective utilization of library resources.

Prerequisite: Senior STanding
MKT 410
Marketing Research
This course provides conceptual and analytical frameworks for studying, understanding, and applying the basics of the marketing research processes. Students develop their own case studies in a specific product-line. They will gather primary as well as secondary data and use it to design their research. Techniques covered include focus groups and surveys, questionnaire design, sampling, analyzing and interpreting data, presentation of findings and deduction of business solutions.
Prerequisite: MKT 201 & STA 310
MKT 450
Strategic Marketing Management
This course examines in-depth concepts and techniques critical to appropriate and successful marketing strategies. Topics include industry/competitor analysis; global and domestic marketing opportunities; product pricing; promotion and distribution decisions. Case studies are used for reality-check exercises.
Prerequisite: MGT 210 & MKT 201
ENG 00A
Basic English I
Basic English I is a course designed for students who have elementary level of English. It combines a strong grammar and vocabulary syllabus with a communicative approach to motivate students to express themselves with confidence in both oral and written. The kind of English they are exposed to reflects what is actually used for communication, along with excursions into some forms of academic prose. Emphasis also includes developing the students' informal writing skills. The objective of the course is to transfer the student from an elementary level to an intermediate level. The final evaluation of Basic English I achievement appears in the form of "P" or "F".
Prerequisite: Placement
ENG 000
Intensive English I
Intensive English I is a course that is designed to improve the students' general competence in English. In class, the students engage in active reading, writing, listening, and speaking. The aim is to transfer the student from an intermediate to a high-level. Special attention is given to grammatical structure and vocabulary. At this level, students practice their sentence and paragraph structure. It is worth noting that the final evaluation of Intensive English I achievement appears in the form of "P" or "F".
Prerequisite: ENG 00A OR Placement
ENG 001
Intensive English II
Intensive English II is a course that is designed to improve the general competence of students in the English language. In class, the students engage in active reading, writing, listening, and speaking. The aim is to transfer the student from a high-intermediate to an advanced level. Special attention is given to grammatical structure and vocabulary. At this level, students practice their sentence and paragraph structure. It is worth noting that the final evaluation of Intensive English II achievement appears in the form of "P" or "F".
Prerequisite: ENG 000 OR Placement

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