BS in Business - Marketing

This program is offered by the Department of Marketing .

Marketing is the process by which businesses create value and communicate it to their potential customers winning customer’s trust in order to establish a profitable long-term relationship with them. Marketers often do the necessary research to study their target audience, anticipate their needs and wants, and develop a product or service accordingly. 

Marketing has the power of building brand awareness, engaging customers increasing sales and growing businesses. This is due to the fact that the range of skills related to it, such as marketing research, consumer behavior, new product development, pricing, sales, public relations, digital marketing, advertising and customer relationship management enable managers to draw their targeted audience to consider their company’s goods and services by meeting their expectations and satisfying their needs in a profitable manner.

The main aim of the BS in Business Studies with emphasis in Marketing is to acquaint you with the fundamental skills and knowledge in business management, with a focus on marketing and the many sub-fields it incorporates, enabling you to successfully develop a unique value proposition and transmit it in an effective way. 

The BS in Business Studies - Marketing prepares you for the job market as well as graduate studies, such as the MBA, MS or MA, and professional certifications.

Emphasis Curriculum

The changes in Liberal Arts and Sciences (LAS), business electives, and free electives requirements are applicable for the entering class of Fall 2021. Existing students may choose to follow the old or below new curriculum.

A minimum of 92 credits are required to graduate, distributed as follows:

• Business Core Requirements (36 credits)
• Emphasis Requirements (12 credits)
• Other Requirements (12 credits)
• LAS Requirements (30 credits)*
• Free Electives (8 credits)

* The core business courses ECO201and ECO202 fulfill 6 of these credits, as they are also LAS Social Sciences requirements.

Business Core Requirements (36 credits)

• ACC203 Financial Accounting (3 cr.)
• ACC204 Managerial Accounting (3 cr.)
• BUS213 Business Law & Ethics (3 cr.)
• BUS299 Civic Engagement (0 cr.)
• ECO201 Microeconomics (3 cr. )
• ECO202 Macroeconomics (3 cr.)
• FIN301 Managerial Finance (3 cr.)
• ITM211 Information Technology Management (3 cr.)
• MGT201 Introduction to Management (3 cr.)
• MGT420 Strategic Planning & Policy Formulation (3 cr.)
• MKT201 Introduction to Marketing (3 cr.)
• OPM301 Operation & Production Management (3 cr.)
• QBA201 Managerial Statistics (3 cr.)

Emphasis Requirements (12 credits)

• MKT304 Consumer Behavior (3 cr.)
• MKT312 E-Marketing (3 cr.)
• MKT421 Marketing Research (3 cr.)
• MKT498 Marketing Strategy (3 cr.)

Business Electives: Choose any 12 credits of the following courses:

BLOCK A: Minimum 6 credits

• MKT302 Integrated Marketing Communication (3 cr.)
• MKT305 Services Marketing (3 cr.)
• MKT310 Retailing & Merchandizing (3 cr.)
• MKT311 International Marketing (3 cr.)
• MKT323 Sales Management (3 cr.)
• MKT325 Fashion Marketing (3 cr.)
• MKT327 Marketing Analytics (3 cr.)
• MKT329 Neuro Marketing (3 cr.)
• MKT 330 Artificial Intelligence in Marketing (3 cr.)
• MKT331 Event and Entertainment (3 cr.)
• MKT333 Shopper Behavior (3 cr.)
• MKT335 Emotional Intelligence (3 cr.)
• MKT337 Brand Management (3 cr.)
• MKT488 Special Topics in Marketing (3 cr.)

BLOCK B: Maximum 6 Credits

1- Soft Skills: Maximum 3 Credits 

• MGT236 Communication Skills (1 cr.)
• MGT336 Developing a Business Plan (1 cr.)
• MGT338 Negotiation Skills (1 cr.)
• MGT436 Personality & Career Development (1 cr.)
• MGT438 Leadership Skills (1 cr.)

2- Vertically Integrated Projects: Maximum 3 Credits

• VIP201
• VIP301
• VIP401

3- Other Electives

• QBA301 Intermediate Managerial Statistics (3 cr.)
• BDA301 Introduction to Applied Data Analytics (3 cr.)
• HOM307 Hospitality Marketing (3 cr.)

LAS Requirements (30 credits)

Free Electives (8 credits)

Recommended Study Plan

Year One

Fall (15 credits)

• ACC203 Financial Accounting (3 cr.)
• MKT201 Introduction to Marketing (3 cr.)
• ECO201 Microeconomics (3 cr.)
• Free Elective (3 cr.)
• LAS Elective (3 cr.)

Spring (16 credits)

• ACC204 Managerial Accounting (3 cr.)
• MGT201 Intro to Management (3 cr.)
• ECO202 Macroeconomics (3 cr.)
• BUS299 Civic Engagement (0 cr.)
• Emphasis Elective I (3 cr.)
• Free Elective (1 cr.)

Year Two

Fall (15 credits)

• FIN301 Managerial Finance (3 cr.)
• ITM211 Information Technology (3 cr.)
• MKT304 Consumer Behavior (3 cr.)
• LAS Core Requirement (3 cr.)
• LAS Elective (3 cr.)

Spring (15 credits)

• BUS213 Business Law & Ethics (3 cr.)
• QBA201 Managerial Statistics (3 cr.)
• MKT312 E-Marketing (3 cr.)
• LAS Core Requirement (3 cr.)
• LAS Elective (3 cr.)

Year Three

Fall (16 credits)

• MKT421Marketing Research (3 cr.)
• OPM301Operation & Production Management (3 cr.)
• Emphasis Elective II (3 cr.)
• Emphasis Elective III (3 cr.)
• LAS Elective (3 cr.)
• Free Elective (1 cr.)

Spring (15 credits)

• MGT420 Strategic Planning & Policy Formation (3 cr.)
• MKT498 Marketing Strategy (3 cr.)
• Emphasis Elective IV (3 cr.)
• LAS Elective (3 cr.)
• Free Elective (3 cr.)

NB: Emphasis Electives: Choose any 12 credits of the following courses:

BLOCK A: Choose a minimum 6 credits of Marketing Elective courses: 

• MKT302, MKT305, MKT310, MKT311, MKT323, MKT325, MKT327, MKT329, MKT330, MKT331, MKT333, MKT335, MKT337, and MKT488.

Note: MKT488 can be taken more than once for credit when topics differ.

(Optional) BLOCK B: Choose a maximum of 6 credits Business Elective courses from the below list: 

• Soft Skills (Maximum 3 credits): MGT236, MGT336, MGT338, MGT436 and MGT438.
• Vertically Integrated Projects (Maximum 3 credits): VIP201, VIP301, VIP401.
• Other Business Elective courses: BDA211, BDA398C (Business Modeling with Excel), QBA301, HOM307 (Hospitality Marketing).

Career Prospects

Marketing professional career opportunities are growing in Lebanon and abroad. 

The marketing graduate goes on to work in:

• Sales 
• Advertising 
• Public Relations
• Brand Management
• Media
• Wholesale/Retail
• Digital Media
• Market Research
• Copywriting