The Bachelor of Business Administration with specialization in Marketing and Advertising is a program carefully designed to prepare graduates for successful careers in the media and advertising industry or in marketing communication / corporate communication positions which require expertise in both marketing and in advertising.
The program is founded upon general business and management core knowledge base with additional technical and specialized knowledge drawn and integrated together from the main dimensions of marketing, advertising, public relations and communication.
The purpose of the Accounting Program at the College of Business Administration of Rafik Hariri University is an integrative composite of four main dimensions: General and Specialized Business Knowledge, Communication, Critical Thinking, and Ethics and Social Responsibility.
The program is designed to prepare students for careers in the business and managerial side of advertising, public relations and communication. It. opens up the doors to a range of career possibilities in media, advertising and marketing communication. Career opportunities include such positions as director of account services, advertising manager, account executive, accounts planner, internal communication coordinator, and copywriter.
This course introduces students to contemporary business principles of ethics and social responsibility. Students learn to make ethical judgments on important ethical issues they face daily by relating them to a framework of ethical principles, including utilitarianism, justice, moral rights, ethics of care, and vices and virtues. Ethical dilemmas related to conflict of interest, sustainability in business strategy, and corporate governance are examples of issues discussed in this course.
Prerequisite: Junior Standing.
This course reviews the fundamentals of good academic writing in English, teaches essay writing essentials and research skills in two rhetorical modes (persuasion and argumentation), and provides practice in writing essays in these modes, research papers and oral presentations.
Prerequisite: ENGL 101 or TOEFL 550+ (paper) or 80+ (computer).
This course is designed to help students develop effective professional communication skills, both orally and in writing. In this course, students learn how to write emails, memos, letters, proposals, reports, and other forms of employment correspondence. In addition, this course helps students sharpen their presentation skills. Broadly, this course enables students to behave professionally and effectively in their prospective jobs.
Prerequisite: ENGL 210.
This course introduces freshman students to poets with intrinsic literary merit. In addition to broadening the student’s understanding and appreciation of literature, the chief aim of the course is to develop the student’s critical thinking and analysis and to encourage original responses to literary expression in well-developed oral and written criticism.
Co-requisite: ENGL 210.
This course introduces literature through works of fiction, poetry, and drama. It introduces students to the pleasures of reading literature and to interpretative approaches to literature. It aims to provide students with competence in critical thinking and practice in close reading and analysis, knowledge of the formal characteristics of each genre, and appreciation of literary excellence. Readings include a variety of short stories, poems, and plays selected from a wide range of British, American, and World literature.
Students study Shakespeare's representative comedies, histories, and tragedies in this course. The plays are read intensively and understood in the context of the period's theatrical conventions, the culture of play in early modern England, and the social, cultural, religious, and intellectual history of the period.
This broad survey course provides a narrative of British history from 1066, including political, social, and cultural developments.
This is an elective course whose major objectives are to familiarize students with contemporary issues to enhance their level from historical and cultural points of view.
This course examines the ties between Europe and the Middle East in the 19th and 20th centuries, focusing on the reaction of Middle Eastern societies to European intervention and influence.
This elective course aims to familiarize students with various events that shaped the evolution of social and economic developments in the Middle East to enhance their level from the historical and economic dimensions.
This is a study of some major topics in philosophy. The course emphasizes theory of knowledge, theory of mind, determinism and free will, and morality and ethical values. Along with some assigned readings, students will watch movies, the analysis of which will help them comprehend the content of the course better.
This course is a standard introduction to the formal techniques of argument analysis. Formal logic was invented to mirror and evaluate mathematical reasoning; however, this course will concentrate on the relationship between formal logic and everyday reasoning and language usage in general.
People often wonder about what makes good ways to live and the right ways to act. They also speculate about the best way of life, what action is right, and what authority moral claims have over us. The course introduces students to the major moral theories and thinkers addressing these questions.
This course introduces contemporary philosophical thinking on ethical issues in business. Students will be exposed to important ethical issues they might face, asked to give sound ethical judgment to problems they might face in their line of work, helped become armed with a set of codes that will prepare them to confront and resolve ethical dilemmas they might encounter at work, and enabled to apply the techniques for analyzing and resolving ethical problems when they arise.
This course introduces students to peace building and conflict prevention by examining the main theories on peace and security. It examines the ideas of Thucydides, Aristotle, Erasmus Grotius, Kant, Gandhi, and other thinkers who believed that the whole peace was of high value. It develops students’ critical skills and understanding necessary to translate their academic learning to specific practical situations, such as those posed by peace building either with the UN, governments, or NGOs. It helps understand the complex and interconnected challenges to peace and provides knowledge to meet them.
This course teaches students rhetorical modes in short essays and journalism, including memoirs, reportage, and reflective essays. Students will practice a writing style focusing on conciseness and clarity, effective oral presentations, and reading articles, essays, and other increasingly complex materials.
This course addresses the ethical problems in journalism, public relations, and advertising, particularly in today’s digital media environment.
Prerequisite: CMNS 301.
This course integrates methods, perspectives, and concepts of Peace Studies, Culture Communication, and Peace Journalism to explain contemporary debates in the global public sphere. It considers how cultural stereotypes about ideology, religion, and culture frame Arabs and Americans in the mass media. RHU students will engage with students from collaborating universities in the United States in online, asynchronous conversation and participate in shared projects that explore the role of the media in influencing Arab and American relations.
This course is designed to provide a practical introduction to the fundamental principles of public speaking and a forum for practicing public speaking skills. Students will learn how effective speeches are conceived, prepared, and delivered through various instructional strategies (discussion, class workshops, readings, lectures, and presentations).
This course surveys some key figures, movements, and texts in cultural studies from the 19th century to the present. The concentration will be on the historical, political, religious, cultural, and institutional aspects during this period. Students will read, analyze, and interpret certain primary works to gain insight into the contexts in which they originated.
This course will examine motivational factors that influence children’s learning. Topics include attribution theory, teacher influences (expectancy effects), learning structures (competitive vs. cooperative learning), family influences (the socialization of achievement), cultural influences (how cultural background impacts college performance), and individual differences (intrinsic motivation and sex differences in learning).
The course surveys selected works in English or translation from non-Anglo-American cultural traditions. Texts can be drawn from African, Asian, European, Latin American, and Middle Eastern literature focusing on their historical and cultural contexts.
This course will survey language acquisition theories. It will deal with human language processing, learners’ motivational factors, and contextual factors influencing language learning. It will uncover the principles of first and second language acquisition.
This course introduces the psychology discipline's theories, concepts, and viewpoints. The course is directed toward understanding human behavior by dealing with topics such as the history of psychology, learning, personality, behavior, motivation, perception, social psychology, mental health, and other areas.
This course studies the dynamics and effects of social influences on individual human behavior. In this course, students will explore topics such as attitude changes, social beliefs, roles, conformity to group processes, and prejudices, with special attention given to the Middle Eastern perspective.
This course presents the theories of personality, including psychoanalytic, behaviorist, humanist, and others, while considering different factors that shape personality and behavior. The study includes methods of assessing personality.
This course examines the biological, sociological, and cultural influences on the psychology of women. It includes such topics as gender stereotypes, the development of gender roles, gender comparisons, women and work, love relations, women’s physical and mental health, violence against women, and women in later adulthood.
This course examines scientific research on happiness and its practical application in three main areas: positive emotions, positive individual traits, and positive institutions. This course also presents practical ways to promote and maintain a sense of well-being and happiness in all aspects of one’s life.
This course is intended to help students be aware of the consequences of war and conflicts on children's mental health and well-being. The course will examine a variety of effects, emphasizing posttraumatic stress disorder (PTSD) and other psychological conditions that result from war. The course will empower the students with the techniques of working with children affected by war.
This course explores practical theories for understanding congregational conflict and various perspectives on conflict transformation. Students will reflect on their styles of dealing with conflict and learn new ways of responding. They will explore practices of dialogue and mediation for addressing conflict in interpersonal, small group, and congregational settings to develop an approach to addressing inevitable situations of difference, change, and conflict in various situations.
An introduction to the theories of abnormal behaviors, including addiction and substance abuse, bipolar disorder, eating disorders, depression, obsessive-compulsive behaviors, phobias, schizophrenia, and sexual disorders. Students will consider the theoretical implications and treatments for various abnormal behaviors.
This course is designed for psychology, sociology, communications, and other social sciences students. It introduces them to advanced research design and methodology, including statistical analysis.
Prerequisite: MATH 220.
This course explores a variety of sociological theories and approaches to understanding society. The student will learn about human social life, groups, and societies and be helped to detect the social influences shaping our lives. The approach used in this course is a self-exploratory process that develops individual and social awareness. A secondary objective is discussing methods common to sociology, conflict theory, symbolic interactionism, and feminism.
This course introduces the study of sociological concepts as they apply to the institution of education. Students will examine race, class, status, poverty, and bureaucracy issues in the educational setting. They will also examine current perspectives and research about the social aspects of the learning process.
This course deals with cultural issues like cultural awareness, enculturation, acculturation, and cultural shocks. It involves hands-on activities to promote cultural awareness and equip students with skills for dealing with people from diverse cultural backgrounds. It includes team-oriented research and presentation that reflects all the cultural aspects and some minute details of the culture they choose to work on.
Students in this course examine communication theory and case studies to gain insight into the factors that affect human communications. It aims to improve students’ communication skills and equip them with techniques to enhance the quality of their relationships. The course also offers strategies for managing interpersonal conflicts.
This course examines contemporary Arab society, considering its social structures and groups, cultural patterns, and other aspects of the society. Students consider current issues related to Arab culture and society.
Co-requisite ENGL 210.
This course analyzes the role of culture in an individual’s sense of identity, emphasizing how it manifests in the Middle East.
The course addresses class, status, and gender inequalities, examining how they affect individuals and society.
This course tackles the social issues of various political ideologies' historical and contemporary evolution. It aims to develop students’ understanding of the social bases of politics and political ideologies, along with the recent changes in the socio-political world. Different economic and political philosophies are considered, and their effects on the fate of nations and their citizens are detected.
This course emphasizes the fundamental principles of chemistry, including stressing atomic structure, bonding, stoichiometry, gases, solutions, acids and bases, and solution equilibria.
Prerequisite: None.
This course provides an opportunity to develop an understanding of several basic environmental functions, the complicated nature of environmental systems, and the need for multidisciplinary solutions to environmental problems. Topics covered include the hydrosphere, water quantity and quality, soil and the soil ecosystem, biological resources, waste disposal, air pollution, ozone depletion, acid rain, and global warming. The course also includes a set of experiments that offer students practical experience in different environmental analysis settings, including air and water quality.
The main goal of the Introduction to Environmental Science (ENVS201) course is to provide students (except engineering) with the scientific principles and concepts required to understand the interrelationships of the natural world, to identify and analyze environmental problems, both natural and man-made; to evaluate the relative risks associated with these problems; and to examine alternative solutions for resolving and preventing environmental problems.
This course introduces elements of medical terminology, such as foundations of words used to describe the human body and its conditions, terminology for medical procedures, and names of commonly prescribed medications. Spelling, pronunciation, and meanings of terms used in a professional healthcare system are covered, as well as recognizing common abbreviations.
This course aims to teach the general principles of food microbiology and food safety. It covers the biology and epidemiology of foodborne microorganisms of public health significance, including bacteria, fungi, protozoa and viruses, and food spoilage microorganisms; chemical pollution of foodstuffs; safety and preservation of food commodities; Principal methods for examination of foods; food quality control and implementation of Hazard Analysis Critical Control Point (HACCP) scheme. The course also offers a set of experiments to deal with the laboratory methods used in the microbiological analysis of foods and identifying characteristics of the major groups of microorganisms associated with food spoilage, foodborne disease, and food fermentations.
Welcome to the Introductory Physics course. This course consists of: Review of Classical Mechanics, Fluid Mechanics, General Properties of Waves, Electric Forces, Electric Fields for Discrete and Continuous Charge Distribution, Gauss’s Law, Electric Potential, Kirchhoff’s Rules, Magnetic Fields and Forces, Qualitative Discussion of Maxwell’s Equations.
Students will study the general principles of microeconomics. Included are the theoretical constructs of consumer behavior, cost structure, and the operations of business firms in the market economy under conditions of perfect competition, oligopoly, monopoly, and monopolistic competition.
Students will study the general principles of macroeconomics. This course presents the formal Keynesian theory of income determination and its contemporary critiques, including the study of the possible causes and solutions to unemployment and inflation and the importance of the international economy. Government fiscal and monetary policies are examined in detail.
This course will expose students to corporate and business finance and financial management's foundational principles, theories, and applications. It covers simple and compound interest, risk and rates of return, time value of money, stocks and bonds valuations, discounted cash flow analysis, and financial ratios.
Prerequisite: BACC 205.
Students study the basic functions of management and are exposed to modern management practices, current events, problem-solving, and ethical dilemmas. Topics include decision-making, strategic and operational planning, organizational structure, Human Resources management, leadership, and control techniques. The instructor facilitates discussion and integrates these topics through contemporary business issues and case studies.
This course provides a comprehensive introduction to information systems and their application. It explains how to use and manage information technologies to revitalize business processes, conduct electronic commerce, improve business decision-making, and gain competitive advantage.
Prerequisite: BITM 200
This course introduces students to the basic concepts, analyses, uses, and procedures of management accounting. It would enable students to understand and view cost as part of activities planned and implemented by a company. It aims to develop managerial decision-making skills by covering the following topics: cost categories, cost-volume-profit analysis, master and flexible budgets, direct costs, and manufacturing overhead variances and relevant costs.
This course introduces the basic principles, theories, and marketing practices in our modern, ever-changing business environment. The course covers the marketing process activities on creating value for customers to capture value from customers in return. It also discusses the marketing mix and how to build long-term customer relationships. Students will analyze case studies about a “real-life” product or service. Videos and in-class discussions on current marketing topics will assist in the learning experience.
Co-requisite.: ENGL 210
This course introduces students to the statistical techniques used to analyze large datasets. The course covers the theory and application of both parametric and nonparametric methods. Students will learn to visualize the data using univariate and bivariate plots and factor and cluster analysis to investigate whether correlation exists in a multidimensional space. They will also build and test predictive models such as linear, logistic, and time-series models.
Prerequisite: BADM 250.
The Co-op work experience is designed to provide students with full-time work term in business, industry, or government. The main thrust of this course is the opportunity to put into practice the major aspects of the student’s business education. Special emphasis will be placed on assessing the attitude and work ethics of the “co-op” student. Students will be encouraged to network in the industry and to participate in professional organizations.
Prerequisite: ENGL 217 and Senior Standing.
The instructor leads the students through detailed aspects of starting a business, from identifying the opportunity through the feasibility study to preparing a business plan that covers marketing, operational, and financial aspects. Students also learn about funding, expansion, and franchising strategies.
Prerequisite: Senior Standing.
This course introduces students to the world of consumer behavior. Students explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior. They learn how consumption changes during one’s life cycle and how powerful cultural and sub-cultural factors influence consumers. Application of theories and case studies analysis are employed throughout the course.
Prerequisites: BMKA 200; Junior Standing
Rapidly changing market conditions and customers’ expectations are redefining the roles of salespeople and the sales process into a modern framework. This course helps students understand and apply practical interpersonal techniques and persuasive communication strategies in the selling process. It focuses on value-added techniques that are based on four broad strategic areas. The concepts of customer value and building and retaining long-term relationships are integrated throughout the course.
Prerequisites: BMKA 200 and Junior Standing.
This course introduces students to marketing research and its role in the marketing decision-making planning process. It explains the principles of the marketing research process and helps students apply those principles to real-life marketing problems and/or opportunities. The course will conclude with students submitting a marketing research project in which they identify a marketing problem/opportunity, develop a research methodology, and collect and analyze data using IBM SPSS© Statistics software. Students will learn how to present their research results, make appropriate interpretations, and provide recommendations based on their analysis.
Prerequisites: BMKA 200; BADM 250.
This course introduces students to the role of advertising in the business world from both theoretical and applied perspectives. It outlines the structure of the advertising industry and focuses on the advertising and communication process, message and creative strategy development, and campaign design. The course endorses an integrated marketing communications perspective where students learn strategic media planning, buying, management, and evaluation for advertising purposes.
Prerequisite: BMKA 200
In this course, students explore and apply principles of graphic design to solve appropriate marketing and advertising problems. The design process is approached from both the creative and business perspective. Students learn to create advertising concepts and ideas and transform them into effective print ads, brochures, and online communication forms. Case studies from broadcast and outdoor media, print ads, and digital marketing channels showcase advertising concepts at work: persuasion, color psychology, composition, copywriting, and typography.
Prerequisites: GRDS 220; BMKA 380
This course explores in depth the concepts and methods of the strategic marketing planning process. Drawing heavily from actual marketing case studies, it covers market situational analysis, different marketing strategies, and tactics to build and sustain competitive advantage. The course concludes by developing and presenting a marketing plan.
Social media marketing has become an essential component of modern marketing communications in a dynamic and customer-centric environment. This course is designed to help students master the essential skills of building social media communication strategies, managing different social media channels, and measuring and reporting results.
This course covers the skills and concepts necessary to create, manage, market, and finance special events. It provides a conceptual overview and systematic study of event marketing and management. Additionally, it fosters professionalism, coordination, and collaboration among team members to achieve the objectives of special events. The course concludes by implementing and evaluating a special event.
This course offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. It focuses on business issues, challenges, and opportunities in an electronic business environment. The course provides a good balance between the technical and managerial topics and how to improve an organization’s effectiveness and competitiveness.
This course provides the students with the necessary skills to manage their business projects using effective techniques in leading, organizing, scheduling, and controlling the tasks contributing to the project goals. Topics include selection and statement of work of projects; skills of project managers and task breakdown structure; PERT/CPM scheduling and budgeting;
The instructor leads the students through detailed aspects of starting a business, from the identification of the opportunity through the feasibility study, leading up to the preparation of a business plan which covers marketing, operational and financial aspects. Students also learn about funding, expansion, and franchising strategies.
Prerequisite: BACC 202.
This course focuses on advancing the student’s knowledge in their specialization via research and application work independently on current or emerging topics, as approved by the assigned faculty member.
Prerequisite: Advisor’s approval.
This course introduces critical and strategic media planning and evaluation for advertising purposes. The course emphasizes the principles of media planning, buying, and management. Students will study audience measurement, media research, audience segmentation, and advertising strategies.
Prerequisite: BMKA 380.
If you have a query about a specific major or application, please contact the relevant Administrative Assistant.
Administrative Assistant Tel: +961 5 60 30 90 Ext. 301
E-mail: da_bus@rhu.edu.lb