The purpose of the Marketing and Advertising Program at the College of Business Administration of Rafik Hariri University is an integrative composite of four main dimensions: General and Specialized Business Knowledge, Employability, Critical Thinking, and Growth Potential.
Goal 1: Prepare graduates with an effective level of professional competence in conducting critical business activities, particularly those pertaining to marketing and advertising tasks.
Student Learning Outcome 1: Apply essential business knowledge and skills in critical problem solving and decision making.
Student Learning Outcome 2: Develop integrated marketing communication strategies and plans that deliver customer value.
Goal 2: Equip graduates with knowledge and skills which would facilitate their placement in a wide range of professional marketing and communication capacities.
Student Learning Outcome 3: Demonstrate broad marketing and advertising knowledge and employability skills which would enable placement in a wide range of marketing and advertising roles in various types of business organizations.
Goal 3: Promote critical thinking as well as ethical conduct in all aspects of business.
Student Learning Outcome 4: Identify problematic marketing and advertising issues in business, analyze them, and present plausible solutions.
Student Learning Outcome 5: Recognize marketing and advertising related ethical dilemmas and respond to them per established codes of conduct, ethics, and best practices.
Goal 4: Provide graduates with knowledge and skills that enable them to advance in a dynamic global business environment, and to seek academic and/or professional growth opportunities.
Student Learning Outcome 6: Demonstrate knowledge of marketing and advertising best practices which qualifies them for career advancement, professional certification, or pursuit of graduate education.
This course is designed to enhance students’ professional writing skills. It is tailored to students pursuing careers in the professions and includes advanced business writing and editing, correspondence, critical review, writing professional reports and proposals, and making oral presentations. Prerequisite: ENGL 210. Every Semester.
This course emphasizes the fundamental principles of chemistry including: stressing atomic structure, bonding, stoichiometry, gases, solutions, acids and bases, 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, global warming. The course also serves a practical experience in different environmental analysis settings including air and water quality. Prerequisite: None.
This course provides (non-engineering) students 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/or preventing environmental problems.
This course is a continuation of BACC 201. It provides the necessary understanding of basic accounting principles and procedures for recording and reporting noncurrent assets and liabilities. It also introduces the students to the accounting practices in formation, income distribution and preparation of financial statements of partnerships and corporations and the preparation of the statement of cash flows, using the indirect method.
Prerequisite: BACC 201.
This course introduces the legal framework of business; with emphasis on Lebanese law as it pertains to regulating the conduct of business. Topics include legal concepts, sources of law, types and classes of contracts, legal forms of business organizations, the commercial code and labor issues.
Business Research Methodology is a way to systematically solve a research problem. Accordingly, students are exposed to the various steps generally taken by a researcher in studying the research problem, along with the logic behind them. The main topics of the course include problem definition, research design, types and methods, measurement and scaling, data collection, sampling, and reporting.
Business Statistics introduces students to the fundamentals of applied statistics. Accordingly, students are exposed to the concepts of statistics as they are directly applied in solving business problems. The course will cover random variables, sampling, probability distributions, expectation, hypothesis testing and confidence intervals, analysis of variance, correlation and simple linear regression.
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.
Prerequisite: Junior Standing.
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 aims to expose students to the foundational principles, theories and applications of corporate and business finance as well as financial management. It covers such topics as simple and compound interest, risk and rates of return, time value of money, stocks and bonds valuations, discounted cash flow analysis and financial ratios.
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 the use of contemporary business issues and case studies.
Co-requisite: ENGL 210.
This course introduces the basic principles, theories, and practices of marketing in our modern ever-changing business environment. The course covers the marketing process activities on how to create value for customers to capture value from customers in return. It also discusses the marketing mix and how to build long-term customer relationship with customers. 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
The Community Engagement experience is a specific number of hours of volunteering by students at community organizations under the supervision of a faculty member. Community organizations may include governmental agencies, non-governmental organizations, and civil society organizations.
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 engages the student in a series of self-reflection and self-discovery seminars, workshops and lectures. It is intended to encourage students to develop themselves and plan for the present and the future by becoming more self-aware. Topics and issues include personal SWOT analysis, alignment between career choices and personality types, developing a personal mission statement and goals, time management, stress management and organizational skills.
Solving linear and non-linear equations, modeling with equations, functions and their graphs, increasing and decreasing functions-transformation, quadratic functions-maxima and minima, modeling with functions, combining functions, polynomial functions and their graphs, dividing polynomials, real zeros of polynomials, complex numbers, complex zeros of polynomials, exponential and logarithmic functions, sequences and summation notation-arithmetic sequences, counting and probability.
In this course, students will develop a solid foundation in Adobe Illustrator and Adobe Photoshop tools and techniques. Student will learn the difference between vector based and pixel based program and integrating them to produce creative graphics. Moreover, students will be introduced to Adobe InDesign: workspace, function and tools.
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 how to visualize the data using both univariate and bivariate plots, how to use factor and cluster analysis in order to investigate whether correlation exists in a multidimensional space, and how to build and test predictive models such as linear regression models, logistic regression models, and time-series models.
Pre-requisite: 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 Project is a culminating applied experience in which students pursue independent research on a business question or issue or problem of concern to industry or the community at large. Students are expected to engage with the scholarly debates in the pertinent disciplines, and produce a substantial paper that reflects deep understanding of the topic and competence in the chosen field of study.
Prerequisite: ENGL 217; Senior 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 in 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.
Prerequisite: BMKT 200, BADM 250.
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.
Prerequisite: BMKT 200; Junior Standing
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.
Prerequisite: Senior Standing.
Rapidly changing market conditions and customers’ expectation 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.
Prerequisite: BMKT 200.
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: BMKT 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 and composition, copywriting, and typography.
Prerequisite: GRDS 220; BMKA 340
Digital marketing has evolved from a peripheral element of organizational marketing to one that is the hub of customer-centric communications in an increasingly multi-channel environment. This course covers the essentials of digital marketing topics, such as social media, email and mobile marketing, search engine optimization, paid search, and content marketing. It explains the principles of digital marketing together with the major factors involved with implementation, measurement, and evaluation of successful campaigns that utilize digital marketing channels.
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 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 break down 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.
Customer relationship management involves the use of information technologies and systems to manage organization’s interactions with current and future customers. It is a holistic approach that necessitates the coordination and synchronization of sales, marketing, customer service and technical support. Main topics include, relationship marketing, the role of information technology, data mining, economic value of CRM and CRM software packages.
This course focuses on advancing the student’s knowledge in his/her area of specialization via research and/or application work done independently, on current or emerging topics, as approved by the assigned faculty member.
Prerequisite: Advisor’s approval.
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