AUL | Bachelor of Business Administration - Marketing and Advertising (BBA)

Bachelor of Business Administration - Marketing and Advertising (BBA)

An Overview

Marketing program is designed to provide a full set of fundamental skills and work place competencies essential for success. Both theory and practice are stressed through a series of foundation courses, concentration courses that focus not only on “what to do,” but “how to do it” and a professional capstone experience that includes projects with real companies, internships and or professionally taught specialty courses on state-of-the-art marketing practices.

Program Intended Learning Outcomes (ILOs)

Knowledge and Understanding

Explain the basic concepts and practices of modern Marketing
Define customer value
Evaluate and apply of quantitative methods in business analysis during the teaching process
Design and implement of generic strategies in the important marketing disciplines.

Intellectual Skills

Develop analytical skills.
Be capable of decision making.
Develop effective communication skills.
Attain good negotiation skills.

Practical and Professional Skills

Apply theoretical knowledge to actual situations as given in assignments, case studies and Project work.
Perform critical assessment, evaluation, application and decision making capabilities in every subject / discipline.
Formulate and implement strategies in every business situation.

General and Transferable Skills

Communicate Verbally
Deliver presentation on various business topics
Analyze data in an organized form
Apply economics of time

Program’s Aims and Objectives

The Marketing program at the Faculty of Business Administration was established to prepare graduates for careers in various areas. Our Program enables students to perform technical and managerial function for life-long career development. The program introduces students to the theoretical, scientific and practical basis that enables them to acquire professional competences that meet future needs and job opportunities in Lebanon, Arab world, and international firms.

Courses & Requirements

General Requirements

Code	Name	Credits
CST201	General Education I	3
CST 202	General Education II	3

Required Credits: 6

Description: Courses required for all AUL Students

English Requirements

Code	Name	Credits
ENG203	English for Academic writing English for Academic writing ENG203 This course is a comprehensive rhetoric and sentence structure course. It aims at developing the students’ reading skills to become strategic readers, to expand general vocabulary, and to think critically. Students are expected to be able to comprehend reading by practicing various reading skills such as predicting, scanning for details, skimming for main ideas, guessing meanings from context and making inference. Moreover, students are helped to learn how to appreciate literature. This course emphasizes, however, the interaction of reading and writing skills. Therefore, students are guided to organize and express ideas through writing well-organized and developed essays.	3
ENG204	Advanced Eng. Academic Writing Advanced Eng. Academic Writing ENG204 This course is designed to develop students’ reading, writing, and speaking skills and help them fulfill their academic requirements. They will boost their critical thinking skills through fulfilling various text-analysis tasks, and enrich their vocabulary repertoire. Students will thus improve their sentence structure, paragraph, and essay writing whilst multi-drafting essays of various types. They will have the chance to enrich their fluency and accuracy through preparing and presenting an authentic public talk.	3
ENG206	Business Communication Skills	3

Required Credits: 9

Description: three courses are required (ENG203, ENG 204, ENG206)

Business Common Requirements

Code	Name	Credits
ACC210	Accounting I Accounting I ACC210 This course is intended to introduce the basic theory, concepts and practice of financial accounting and to enable students to understand information contained in the published financial statements of companies and other organizations. This course will focus on external reporting of accounting data. The course will include the accounting cycles for service and merchandising firms; preparing and interpreting related financial statements. Specific aspects of accounting will also include control over cash, accounts receivables, and inventory costing under the perpetual and periodic methods. By the end of the course students will acquire a good understanding of basic accounting terminology, principles and procedures; they will be able to use their knowledge and skills in everyday life or for continued studies in accounting.	3
ACC211	Accounting II Accounting II ACC211 This course is designed to provide a basic understanding of financial accounting and covers various financial accounting topics, including basic accounting principles that are applied to the partnership and corporate entities with emphasis on the structure of corporate financial statements. Topics include stockholder’s equity, long-term liabilities, short-term investments and cash flow statement. More importantly, students will learn how accounting information assists financial statement users in facilitating their decision making.	3
BUS210	Business Law Business Law BUS210 This basic field of study includes contracts, sales, and introduction to Uniform Commercial Code, product liability, warranties, and commercial papers. It also includes corporate law, agency and partnership, real and personal property, security transactions, wills and trust, and insurance	3
BUS319	Business Ethics Business Ethics BUS319 The issue of business ethics has attracted the attention of companies and institutions worldwide. We think it is imperative that students focus on ethical guidelines for ensuring corporate norms and values. After studying Business ethics, students should be able to identify the major justification and motivations behind concern for professional ethics in business practice. In fact, adherence to a code of professional ethics separates professions from other skilled occupations. Ethical issues take on added importance because professionals with special expertise have unprecedented power in decisions that affect every aspect of society, in the global village, where information and influence reach most parts of the world with amazing speed and ease. Business ethics is a global concern, with social responsibility no longer simply a local issue. The objectives are also to explore the ethical and professional foundations of public relations practice.	3
ECO210	Microeconomics Microeconomics ECO210 This is an introductory course in economics. It gives students general information about the functioning of market forces in determining the prices and the level of production in a free economy. The course introduces the behavior of each firm as a part of the trade in different types of markets. The topics covered in the course include the mechanics of individual prices, demand, supply, and elasticity, theory of consumer behavior, and costs of production, price and output determination under different market conditions, the employment and pricing of economic resources.	3
ECO211	Macroeconomics	3
FIN210	Managerial finance Managerial finance FIN210 This course is the introduction to the world of finance. It introduces the theories of annuities, amortization, bonds and securities, capital cost valuation models, risk and rates of return, cash and marketable securities, credit management. As well as developed topics like capital budgeting techniques, the cost of capital, capital structure and leverage, dividends policy, and common stock financing	3
HRM210	Human Resource Management Human Resource Management HRM210 The world of human resource management has experienced major changes. The impact of global competition and rapid technological advances has accelerated trends such as shared service centers, outsourcing, and just-in-time training. All business areas are being restructured in many organizations. This course provides a realistic approach to the management of human resources. It is balanced throughout by current HR theories and concepts. Case studies are discussed relative to each chapter. The course is intended for students who are being exposed to Human Resource Management for the first time.	3
MAT212	MAT212-Business Math MAT212-Business Math MAT212 Introduces limits, continuity, differentiation and its applications, introduction to integral Calculus and applications	3
MAT213	Business statistics Business statistics MAT213 The course starts reviewing the essential measures students are supposed to know from school (Descriptive Statistics). It then tells us how to analyze business situations in order to take appropriate decisions. Sample statistics are used to estimate population parameters (Inferential Statistics) and to carry on some hypothesis testing.	3
MGT210	Introduction to management Introduction to management MGT210 Introduction to Management covers a lot of ground. Its focus ranges from understanding the functions and roles of managers to making sound decisions and working in teams. Successfully managing an organization is an enormously demanding task. This course will help students to acquire basic management skills to take a launch in the business world. It is oriented for first-timers in practicing management and get you acquainted with the main theories and principles drawn from the schools of management established during the 19th and 20th century.	3
MGT410	Business Research Business Research MGT410 This course is written with a progressive logic, which means that terms and concepts are defined when they are first introduced. This course gives a comprehensive introduction to the subject of business research. Acquainting participants with all modern and universally applied research concepts, tools, and techniques, it encourages them to apply their acquired theoretical knowledge to real life situations.	3
MIS210	Management Information System Management Information System MIS210 This course introduces students to the basic concepts and developments in information systems. Areas of study include computer technology, information system concepts, information system development, and the use of technology in organizations. Students gain hands-on experience by using microcomputers to solve business problems.	3
MKT210	Introduction to Marketing Introduction to Marketing MKT210 This course evolves on analyzing the elements of the marketing mix, namely product, price, promotion and channel of distribution. It introduces the marketing concept and the relevant internal and external factors affecting the marketing activities. It also highlights the consumer buying process, along with its complementary analyses.	3

Required Credits: 43

Major Courses

Code	Name	Credits
MKT320	Fundamentals of Advertising & Promotion Fundamentals of Advertising & Promotion MKT320 This course aims at introducing the concept of promotion from an integrated marketing communications (IMC) perspective. It also elaborates on the management of promotional mix elements (planning, allocating resources, setting budgets, implementing and controlling the promotional strategy).	3
MKT321	consumer behavior consumer behavior MKT321 It covers the basic building blocks of consumer behavior and the key determinants of the consumer decision-making process. It discusses the different perspectives to measure consumer acceptance and responsiveness towards marketed products	3
MKT322	Public Relation & Corporate Advertising Mgt Public Relation & Corporate Advertising Mgt MKT322 Define the role of public relations and it also explains the four classic models of PR. Understand basic concepts of effective public relations. Explain what the RACE process is, what is the role of PR in the traditional media and in the social media	3
MKT335	E- Marketing E- Marketing MKT335 The course focuses on the Internet and other technologies that have had a profound effect on marketing. It also focuses more on e-marketing strategy and create E-Marketing plan emphasis on E-marketing communication tools and how to engage customers with social media.	3
MKT420	Sales Management Sales Management MKT420 The overall objective of this course is to provide the student with a basic understanding of the personal selling process and the tasks/role performed by sales managers. The course includes some of the underlying theory of personal selling and sales management, but also affords an opportunity to apply the theory in a sales presentation and case analysis.	3
MKT421	International marketing International marketing MKT421 The successful global marketer must broaden his/her knowledge to include the numerous of activities required to select, gain entry and compete outside the “home” country. This course will offer an overview of each of these vital concepts for global marketers.	3
MKT422	Special Topics in Marketing & Advertising Special Topics in Marketing & Advertising MKT422 This course provides students with variety of interesting topics covered. It includes the marketing strategy, the advertising and promotion tools, the marketing plan of product and the product life cycle and others.	3
MKT423	Marketing Strategies & Policies Marketing Strategies & Policies MKT423 This course will show the role of Marketing strategies and how it contributes to the success of the firm in this new environment. Marketing Strategies is a tool to enable the business to achieve its objectives	3
MKT425	Marketing Practical Training Marketing Practical Training MKT425 This course entails indulging marketing students in on-the-job marketing tasks in the marketplace. A report is to be submitted by the employer to the university to reflect on the student’s work accomplished; and another report is to be submitted by the student reflecting on the various jobs handled. A minimum of 60 hours of internship is required. Grades are based on the reports’ evaluation.	1
MKT426	Marketing Senior Project Marketing Senior Project MKT426 This course integrates the major marketing principles and practices into research projects, case studies, market surveys and presentations. Topics are to reflect on current market challenges and demands.	3

Required Credits: 28

Major Elective

Code	Name	Credits
MGT320	Organizational Behavior Organizational Behavior MGT320 This course highlights the importance of understanding human behavior in organizations. It recognizes the need for developing managers’ interpersonal skills in order to keep high-performing employees. Companies should then focus more on building supportive environments to make the workplace more pleasant. Thus, to remain competitive, managers must understand employees’ personalities, their personalities, their backgrounds and their perceptions in order to create a personality-job fit and get the best out of them.	3
MGT420	Project Management Project Management MGT420 This course provides the learning of necessary quantitative models in managing a project. Managing a project is approached from the planning process of time, cost, material, human resources through the implementation and control of the plan. However, planning involves an assessment of a future event which carries the risk of an error in estimating a quantitative measure as the time or cost. The different models taught in this course are meant to decrease any possible estimation error, on one side, and to allocate available resources efficiently, on the other side. Models taught are: PERT/CPM, Bar Chart (Gantt chart), Time and Cost Schedules.	3
MKT323	Marketing Research	3
MKT334	Service Marketing	3
MKT336	Social Media Marketing	3

Required Credits: 9

Description: Choose three of the following courses( MGT320, MGT420, MKT323, MKT334, MKT336)

Free Elective

Code	Name	Credits
FRE-I	Free Elective	3

Required Credits: 3

Department Majors & Programs

Bachelor of Business Administration - Marketing and Advertising (BBA)
98 Credits

Bachelor of Business Administration - Marketing and Advertising (BBA)

An Overview

Program Intended Learning Outcomes (ILOs)

Program’s Aims and Objectives

Courses & Requirements

English for Academic writing

Advanced Eng. Academic Writing

Accounting I

Accounting II

Business Law

Business Ethics

Microeconomics

Managerial finance

Human Resource Management

MAT212-Business Math

Business statistics

Introduction to management

Business Research

Management Information System

Introduction to Marketing

Fundamentals of Advertising & Promotion

consumer behavior

Public Relation & Corporate Advertising Mgt

E- Marketing

Sales Management

International marketing

Special Topics in Marketing & Advertising

Marketing Strategies & Policies

Marketing Practical Training

Marketing Senior Project

Organizational Behavior

Project Management

Department Majors & Programs

Bachelor of Business Administration - Marketing and Advertising (BBA)

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