BS in Marketing with concentration in Digital Marketing

 

 

 
 
TOTAL REQUIRED CREDITS FOR GRADUATION (105 credits)
COLLEGE REQUIREMENTS (21 credits)
CODE DESCRIPTION PREREQUISITE CR.
CSI 200 Computer Literacy ENG 000
3
ENG 201 Composition & Rhetoric I ENG 100 OR ENG 200 OR ENG 105
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 MAT100X OR MAT200X OR MAT 105 OR MAT 106 OR PLACEMENT
3
FREE ELECTIVES (9 credits)
CODE DESCRIPTION PREREQUISITE CR.
ENG 200 Writing Skills ENG 001
3
MAT200X College Algebra PLACEMENT
3
BUSINESS 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 OR ENG 105)
3
ACC202P Problem-Solving for Principles of Accounting II NONE
0
ECO 201 Introduction To Microeconomics ENG 100 OR ENG 200 OR ENG 105
3
ECO 202 Introduction To Macroeconomics ENG 100 OR ENG 200 OR ENG 105
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 OR ENG 105
3
MGT210P Case Study for BMGT Principles NONE
0
MGT 330 Business Law I ENG 100 OR ENG 200 OR ENG 105
3
MIS 305 Management Information Systems I CSI 201 OR (CSI 200 & MGT 210) OR (TTM 202 & CSI 200) OR (CSI 200 & HOM 210)
3
MKT 201 Principles Of Marketing ENG 100 OR ENG 200 OR ENG 105
3
MKT201P Case Studies for Principles of Marketing NONE
0
STA 210 Statistics & Probability For Business I (ENG 100 OR ENG 200 OR ENG 105) & MAT200X OR MAT100X
3
STA 310 Statistics & Probability For Business II (ENG 100 OR ENG 200 OR ENG 105) & STA 210
3
MAJOR REQUIREMENTS (36 credits)
CODE DESCRIPTION PREREQUISITE CR.
BUS 300 Business Computing NONE
1
MKD 330 Social Media Platforms & Analytics MKT 201
3
MKD 397 Internship in Digital Marketing Consent of advisor
1
MKD 398 Senior Project Proposal NONE
1
MKD 405 Search Engine Marketing MKT 360 OR MKT 350
3
MKD 420 Mobile Marketing MKT 360 OR MKT 350
3
MKD 430 Web Design and Development MKT 360 or MKT 350
3
MKD 499 Senior Project in Digital Marketing Senior Standing
3
MKT 310 Consumer Behaviour MKT 201
3
MKT 317 Promotional Strategies MKT 201
3
MKT 360 Digital Marketing MKT 201
3
MKT 370 International Marketing MKT 201
3
MKT 400 Advanced Statistics for Marketing STA 310
3
MKT 410 Marketing Research MKT 201 & STA 310
3
Technical Elective Requirements (6 credits)
To be selected from courses of numbers 300 and above offered by the Faculty of Business and Economics
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 100 OR ENG 200 OR ENG 105
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: MAT100X OR MAT200X OR MAT 105 OR MAT 106 OR PLACEMENT
ENG 200
Writing Skills
This course covers the major components of effective communication in English. Students practice paragraph and essay writing and go over the main grammar rules. In addition, they are expected to participate in oral debates and presentations.
Prerequisite: ENG 001
MAT200X
College Algebra
This is a remedial math course for graphics design students and/or students whose entrance exams indicate the need for a refresher math course. The course content includes solving linear equations, solving quadratic equations, polynomials, rational and radical expressions, and an introduction to logarithms and exponentials.
Prerequisite: 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 OR ENG 105)
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 OR ENG 105
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 OR ENG 105
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 OR ENG 105
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 100 OR ENG 200 OR ENG 105
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 (CSI 200 & MGT 210) OR (TTM 202 & CSI 200) OR (CSI 200 & HOM 210)
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 OR ENG 105
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 OR ENG 105) & MAT200X OR MAT100X
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 OR ENG 105) & STA 210
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: NONE
MKD 330
Social Media Platforms & Analytics

This course emphasizes on the different social media platforms that are heavily used in contemporary business and marketing practices and strategies. Such platforms are gradually taking a dominant place in any marketing and promotional plan with financial results that can be quantifiable and measurable.

Prerequisite: MKT 201
MKD 397
Internship in Digital Marketing
To bridge the gap between digital marketing principles and concepts from one side and marketing applications in the field on the other side, this course is designed for this purpose; students are required to participate in training programs sponsored by local or international firms. A written report and presentation should be submitted by the end of the program approved and signed by the employer.
Prerequisite: Consent of advisor
MKD 398
Senior Project Proposal
Students are requested to submit a beforehand proposal of his/her senior project one semester before starting its development. The proposal includes the main idea of the project, a clear problem definition, the project's purpose and objectives, a table of contents, an abstract, and a tentative basic list of references. Finally, students are supposed to present their proposals in front of jury members so that they can start the development phase.
Prerequisite: NONE
MKD 405
Search Engine Marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click listings.
Prerequisite: MKT 360 OR MKT 350
MKD 420
Mobile Marketing
This course focuses on introducing mobile platforms, examining the potential markets, explore examples and case studies of how mobile platforms are already being exploited and identify the potential applications to be embedded into the integrated marketing communication tools and campaigns.
Prerequisite: MKT 360 OR MKT 350
MKD 430
Web Design and Development
This course introduces the concepts and skills necessary for a student to build Web sites using Content Management Systems (e.g Joomla, Drupal, Dot Net nuke, Moodle), including site architecture, page design, content management tools, languages, workflow, content security and user access. It demonstrates the characteristics of various types of websites (personal websites, corporate websites, social networking, intranet and extranet, online magazine and newspaper, e-commerce websites, government applications and online reservations).
Prerequisite: MKT 360 or MKT 350
MKD 499
Senior Project in Digital Marketing
This is a capstone senior project in which students have to demonstrate a high level of competence in integrating the various business functions altogether while planning a coherent business plan. Special focus is on the application of the various digital marketing media for the purpose of achieving the intended business and marketing goals and objectives.
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 317
Promotional Strategies
This course focuses on promotion as a tool for formulating and implementing marketing decisions. Coverage includes sales promotion strategies, personal selling, advertising, merchandising and publicity. Samples of marketing and advertising strategies of real companies are presented and analyzed.
Prerequisite: MKT 201
MKT 360
Digital Marketing

This course introduces the whole array of technology platforms from desktops and laptops to mobile and tablet devices for consumers to use. For organizations, digital marketing equips them with new skills and techniques needed to sustain their competitive advantage in nowadays dynamic business environments.

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 400
Advanced Statistics for Marketing
This course is aimed at familiarizing students with the potential applications of powerful statistical analysis and data management system using the statistical package for social sciences software (SPSS). The main aim is to explore the descriptive and inferential statistical analyses possible with SPSS used for hypotheses testing purposes. This is a hands-on computer based course.
Prerequisite: STA 310
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

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