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Antonine School of Business

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Bachelor of Business Administration – Marketing and Management

English, French

96Credits
3Duration of the program
$130Price

Official Name of the Program	Bachelor of Business Administration – Marketing and Management
Official Degree Level	Bachelor of Business Administration
Price per Credit	$130
Campuses Availability	Hadat–Baabda; Nabi Ayla–Zahlé; Mejdlaya–Zgharta

Program Objectives

The Bachelor’s degree in Business Administration with a concentration in Marketing and Management provides students with excellent training through foundational learning in management skills and specialization in marketing and business management. This curriculum equips students with the required skills to master the techniques and tools necessary to manage different functions of marketing and corporate management operations. Students will be prepared to ensure customer satisfaction and assume responsibilities in corporate management, specifically in the processes related to the production, promotion, and distribution of goods and services. Additionally, students will pursue a professional internship and complete an end-of-studies project in the field of marketing and management.

Eligibility

Candidates wishing to acquire a Bachelor’s degree in Business Administration must hold either a Lebanese Baccalaureate, French Baccalaureate, or an equivalent diploma. Additionally, students will need to take a language test to assess their proficiency in French or English, based on the program of admission.

Students must also undergo a Math Entrance Exam if their Math grade in the Baccalaureate is lower than 12/20. Failing this exam will require students to enroll in a Math Remedial Course during their first semester.

Teaching Methods

At the Antonine School of Business (ASB), teaching methods are adapted to meet the educational requirements of the courses and their respective levels in the curriculum. Formal education is supported by case studies, hands-on group and individual projects, as well as classroom presentations aimed at helping students master the course material and develop their communication and managerial skills.

Evaluation Process

The evaluation of courses varies depending of the nature of each course, incorporating periodic tests, final exams, and project submissions and defenses. Participation in class, teamwork, and the ability to extend beyond formal teachings are also considered in the evaluation process.

Program Learning Outcomes (PLOs)

Common to the Bachelor Program

BBA1: Analyze the dynamics and functioning of organizations, including decision-making processes and strategic adaptability.
BBA2: Analyze the business environment of organizations.
BBA3: Develop and implement business strategies that support and enhance sustainability, competitiveness, and long-term growth.
BBA4: Demonstrate managerial competencies and ethical leadership to effectively take on senior responsibilities in administration, decision-making, and organizational strategy.
BBA5: Cultivate entrepreneurial skills and teamwork through participation in collaborative and innovative projects that foster creativity and strategic business thinking.

Specific to the Program

BMM1: Conduct comprehensive marketing research to identify and analyze market needs, enabling the development of effective communication strategies and innovative solutions.
BMM2: Acquire proficiency in advanced sales techniques to effectively engage customers and drive business growth.
BMM3: Develop and implement advertising, promotional, and marketing techniques and strategies to position products effectively in the market, creating competitive advantages through unique value propositions.
BMM4: Leverage digital marketing tools and data analytics to enhance customer engagement, optimize marketing strategies, and improve decision-making.

Job Prospects

The jobs targeted by this program include the following management responsibilities and functions:

Corporate management
Sales management
Goods/services marketing and promotion
Communication management
Product and brand management
Retail management
Marketing research

Program Structure

Common Courses

Code	Course	Credits
MGMT101-EC00	Introduction to Business Introduction to Business MGMT101-EC00 3 The course “Introduction to Business” is a first-year foundation course. It introduces the basic concepts of business and management. It covers topics such as business mindset, managers, managers’ job role, basic economics, communication, ethics, corporate social responsibility, leadership, forms of ownership, and global marketplace. Those chosen topics helps create interest and form a strong base for students to continue their studies in their bachelor’s degree.	(3 Cr.)
SSKL10-EP00	Introduction to Computer Facilities Introduction to Computer Facilities SSKL10-EP00 3 This course aims to develop students’ skills in using Microsoft Office software. Students will learn to use Microsoft Word, Excel, and PowerPoint in order to handle typical business situations. Lab practices will empower students to prepare professional university projects and enhance their education in computer technology. Additionally, the course supports students in various projects and presentations, particularly in writing internship reports and final projects.	(3 Cr.)
LEGL101-EC10	Business Law Business Law LEGL101-EC10 3 This course explores the legal environment in which businesses operate. In addition, the students will study the interaction between business and the legal system that enables managers to run their business under a legal cover. This course aims at helping business people solve their problems and protect, to a certain degree, theirs and the administration's interest by focusing on the main features of contracts, the main qualifications and obligations of a businessperson, and the characteristics of different types of partnerships and corporations.	(3 Cr.)
ACCT101-EC00	Principles of Accounting - 1 Principles of Accounting - 1 ACCT101-EC00 3 The course objective is to explain and present financial data for decision-making. It communicates financial information about a business enterprise. It introduces the main accounting concepts and provides students with tools and techniques needed to: prepare journal entries in the double-entry form, post to the general ledger, and prepare to adjust entries and financial statements for both services and merchandising companies. It also covers the entries for the revenue cycle and bank reconciliation.	(3 Cr.)
ACCT 102-EC10	Principles of Accounting - 2 Principles of Accounting - 2 ACCT 102-EC10 3 The course enhances students’ knowledge about issues covering receivables and treatment of doubtful accounts, dealing with credit and debit card activities, fixed assets and their depreciation, current liabilities and related issues, and the preparation of the statement of cash flows. It also introduces students to the accounting process of two different forms of business organizations, partnerships, and corporations. It covers how to treat their capital, distribution of income, and types of shares in a corporation, types such as cash dividends, stock dividends, stock splits, and treasury stock.	(3 Cr.)
ACCT103-EC10	Cost Accounting Cost Accounting ACCT103-EC10 3 The course introduces students to cost accounting, which provides information for management regarding measures and reports of financial and non-financial information relating to the cost of acquiring or utilizing resources in an organization. It provides the students with concepts and techniques of identifying, measuring, analyzing, and using quantitative and qualitative information for planning and controlling decisions, as well as cost accumulation and allocation in manufacturing concerns. It covers job and process costing, Activity Based Costing (ABC), pricing policies, outsourcing, and discontinuing operations. It also covers budgets, static and flexible, and their variance analysis.	(3 Cr.)
FINA 101-EC10	Financial Analysis Financial Analysis FINA 101-EC10 3 This course focuses first on financial statement analysis using ratios benchmarking, trend analysis, second on financial planning, and forecasting. The course examines the impact of working capital management techniques and various measures of corporate performance on the firm’s costs, profits, and stock prices. The purpose of this course is to teach students the fundamental analytical skills involved in reading and interpreting the financial position of a firm using financial statements, information about the capital structure and the cost of capital to make better business decisions.	(3 Cr.)
MRKT 101-EC00	Marketing Principles and Practice Marketing Principles and Practice MRKT 101-EC00 3 The course is an introduction to the language and issues of marketing with an emphasis on learning to develop responsive marketing strategies that meet customer needs. The course focuses on basic marketing concepts, the role of marketing in the organization, and the role of marketing in society. Topics include market segmentation, product development, promotion, distribution, and pricing.	(3 Cr.)
MGMT 102-EC10	Human Resources Management Human Resources Management MGMT 102-EC10 3 This course introduces the functions of Human Resource (HR) Management in the organization, such as Job analysis, planning, recruitment, selection, training and development, and other HR practices. It helps the students to be familiar with the employee-employer relationship within the organization, and the role of HR manager in this relationship. This course will put the student in touch with the field using case studies and will show them that all the stakeholders are necessarily involved with the HR manager.	(3 Cr.)
ECON101-EC00	Microeconomics Microeconomics ECON101-EC00 3 This course examines consumer behavior in different market structures. It shows on one hand, how consumers can maximize their satisfaction under budget constraints and choose the optimal combination of products to consume. On the other hand, microeconomics shows how suppliers can maximize their profit, given the cost of their products and how to determine the optimal combination of resources. In this course, students will understand the equilibrium between supply and demand according to market structures and emphasis on pure competition.	(3 Cr.)
ECON102-EC10	Macroeconomics Macroeconomics ECON102-EC10 3 This course aims to provide a comprehensive background on Macroeconomics. It explains theories and develops the skills necessary to understand the overall economy and to evaluate the performance of the economy in terms of national income in addition to the impact that can have the main economic policies on national output and interest rate. The objective of this course is to show how unemployment, inflation, deflation, and other variables affect everyone and the economy and how to solve such problems. Topics include aggregate output, unemployment, inflation, Long-run growth, the goods markets, financial markets, IS-LM model, labor market, and the Phillips curve.	(3 Cr.)
MGM T109-EC10	Total Quality Management Total Quality Management MGM T109-EC10 3 This progressive course provides a fundamental, yet comprehensive exploration of Total Quality Management (TQM) covering some of the basic tools and techniques and presenting sufficient theory to ensure a sound understanding of basic concepts. This course explores how quality management has progressed from an emphasis on the management of quality to a focus on the quality of managing, operating, and integrating customer service, marketing, lean management, six-sigma, and the Taguchi method. It explains to the student the importance of managing quality and the impact it has on products and services.	(3 Cr.)
MGMT 113-EC00	Business Communication Business Communication MGMT 113-EC00 3 This course focuses on excellence in communication to prepare students for leadership roles. Students will understand the importance of effective interpersonal communication and be encouraged to improve their communication skills in order to succeed in business. Business Communication is essential for career advancement and the development of leadership skills. This capstone course aims to teach students to be effective and efficient leaders of the future.	(3 Cr.)
MGMT 106-EC10	Entrepreneurial and Small Business Management Entrepreneurial and Small Business Management MGMT 106-EC10 3 This course addresses the unique entrepreneurial experience of conceiving, evaluating, creating, managing, and potentially selling a business. Entrepreneurial discussions regarding the key business areas of finance, accounting, marketing and management include the creative aspects of entrepreneurship. The course relies on classroom discussion, participation, case analysis, the performing of a feasibility study, and building a business plan to develop a comprehensive strategy for launching and managing a business. Students are expected to interact with the business community, advisors, be able to work effectively in teams, and be active participants in classroom discussions and exercises.	(3 Cr.)
MGMT 117-EC10	Business Policy and Strategic Management Business Policy and Strategic Management MGMT 117-EC10 3 The course discusses a series of major topic areas relating to different elements of strategic management. After developing a sense of the strategic overview of the management, the course will analyze various components of strategic management such as business vision and mission, external and internal assessment, strategies in action, strategic analysis, and choice. Students will learn how to formulate, implement, and evaluate various levels of strategies to sustain a competitive advantage.	(3 Cr.)
SCOP 202-AC00	Citizenship and Society Citizenship and Society SCOP 202-AC00 3 The course describes the citizenship as a set of formal and informal institutions that define the rights and duties of members in relation to the political communities to which they belong. It covers three main aspects of Citizenship; (1) current research and theories about citizenship; (2) different forms of citizenship in history; and (3) the most important questions concerning citizenship today, including multiculturalism, international migration, and globalization. By the end of the course, students should be able to answer the following questions: What is citizenship? What is the difference between citizenship and other and kinds of group membership? How is politics related to other domains of citizenship, including the economy and culture? What implications do different forms of citizenship hold for individuals and societies? What are the most important factors affecting citizenship today, and how are regimes of citizenship changing as a result.	(3 Cr.)
ETHI 300-EC00	Ethics in Life and Pluralism Ethics in Life and Pluralism ETHI 300-EC00 3 This course introduces students to the principles of ethics in life, studies and research. It helps them make an ethical discernment based on the recognition of the universal human values, while respecting diversity and promoting inter-religious dialogues especially as per the values promoted by the UA. In this course, students are encouraged to think critically and analytically, and adopt a proper attitude towards others in a diverse country like Lebanon. While learning various strategies that lead to avoid biases, students will acquire the basics of information literacy that will help them to build their argumentations as related to real-world situations.	(3 Cr.)
MGMT 107-EP10	Practicum Practicum MGMT 107-EP10 3 The objectives of the internship are the following: Get a better understanding of what an organization is, and how it is practically run, Experience firsthand some of the principles, theories, and best practices introduced during the first two years at the University, See to an acceptable extent how people interrelate at the workplace, and how they use the resources made available to them, Gain a deeper understanding of how knowledge in Business and Management supports active participation in running a business, fosters motivation to excel as management students, and contributes to building valuable work experience for the C.V.	(3 Cr.)
COMM 300	Oral and Written Communication Skills Oral and Written Communication Skills COMM 300 3 This course introduces students to the framework of communication and to the various methods of oral and written communication, from face-to-face interaction, public presentations to written communication in class and/or online. Emphasis is placed on creating organized persuasive and informative presentations of different types and confidently delivering them to various audiences. The course work will be based on critical thinking, reasoning and evidence to ethically support the task content. This course is meant to impact students’ values in alignment with the Antonine University (UA) identity. The course will be offered according to the students’ second language proficiency (English or French). Students will have the possibility to express themselves in the language they feel most comfortable with, including Arabic.	(3 Cr.)

Math Based and Quantitative Courses

Code	Course	Credits
MATH 501-EC00	Math for Business Math for Business MATH 501-EC00 3 Designed for first-year business management students, this course provides the technical and methodological principles needed to study mathematics within their specialization. It facilitates access to mathematical concepts required for courses in statistics, probability, financial mathematics, quantitative methods for business, and microeconomics.	(3 Cr.)
STAT 401-EC00	Statistics For Business Statistics For Business STAT 401-EC00 3 This course is designed to help students get a basic knowledge in statistics. It provides students with a valuable framework, technical and methodological principles, in which they learn and apply the fundamental concepts of statistics, such as addressing the Mean, Median, standard deviation, Correlation between variables, estimation, Conditional probability, and probability laws and distributions. The applications are general in nature, and the exercises include problems in Business, economics, health, medicine, engineering, social sciences, and general interest.	(3 Cr.)
MATH 502-EC00	Financial Math Financial Math MATH 502-EC00 3 Financial Mathematics is a fundamental course for management students. It aims to give them the ability to quantify economic and managerial issues. This course presents the mathematical operations most related to current financial practices (simple or compound interest, annuities, undivided borrowings) in a concrete way that moves away from pure theory. On the other hand, this course provides several notions that the student will use in other courses such as Financial Analysis, Financial Management, Corporate Accounting, and Deep Accounting.	(3 Cr.)
MATH 505-EC10	Quantitative Methods For Business Quantitative Methods For Business MATH 505-EC10 3 In business, quantitative analysis allows managers to manage their investments scientifically and to regularly adjust their assets portfolio considering their risk and their expected profitability. This course offers a set of methods of Operational Research and Probability Calculation which lead managers to make more scientific decisions in their firms. These decisions imply a rational choice between several workable solutions.	(3 Cr.)

Major Courses – Marketing and Management

Code	Course	Credits
MRKT 102-EC10	Consumer Behavior Consumer Behavior MRKT 102-EC10 3 This course covers the major concepts of understanding how consumer purchases products and services, including how they make their decisions. The topics covered are the consumer research process, market segmentation and positioning, consumer motivation, personality, and behavior. The course explores consumer perception and behavior as well as the consumer learning process. Finally, it looks at the consumer communication process and the formation of the consumer attitude.	(3 Cr.)
MRKT 104-EC10	Sales Management Sales Management MRKT 104-EC10 3 The course focuses on what it takes to be successful in managing the sales function in a personal and direct sales environment. It asks the students to put themselves in the position of being a prospective sales manager. This context helps the student better relate to the realities of the environment and how the concepts of the course can be applied to practical sales management situations and management performance requirements. The course will provide the student with a systematic framework for understanding how sales is different from marketing, and the skills needed to manage sales function.	(3 Cr.)
MRKT 105-EC10	Marketing Management Marketing Management MRKT 105-EC10 3 The course covers the necessary application of marketing theories, concepts, and practices as they relate to the management of the marketing function in a complex organization. Students will focus on the managerial aspects of marketing plans, including analysis of the external environment. A key element of the course will include the relationship of the "marketing mix" to strategic planning. Students will understand the role and implications of managing marketing within a diverse company.	(3 Cr.)
MRKT109-EC00	Marketing Research Methods Marketing Research Methods MRKT109-EC00 3 This course will get the student acquainted with the role and responsibilities of the topics of Marketing Research, together with the respective functions of the market activity. Students will also focus on marketing research’s strategic role inside the firm. They will learn both practical and theoretical aspects of how to create, attain, and analyze data to deliver the customers’ needs and wants.	(3 Cr.)
MRKT106-EC10	Services Marketing Services Marketing MRKT106-EC10 3 This course allows the student to understand the role of marketing for services. The course covers topics in positioning services in competitive markets, examining the core and supplementary elements. It also looks at the distribution channels through both physical and electronic means. It teaches students how to implement revenue management and promote services.	(3 Cr.)
MRKT108-EC10	International Marketing International Marketing MRKT108-EC10 3 Increasingly, companies started realizing that they should integrate marketing activities at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. This course takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Its environmental and strategic approach outlines the major dimensions of the global business environment. It brings global marketing into the real world with up-to-date examples of questions, concerns, and crises facing global markets.	(3 Cr.)
MRKT107-EC10	Advertising and IMC Advertising and IMC MRKT107-EC10 3 This course covers the principles and practices of advertising and marketing communication through understanding brands, building and maintaining distinctive brands, and brand positioning through competitive advantage. It will focus on the consumers’ needs and match it to the brand's strengths. The media is another important topic where students will focus on copyrighting, visual communication, media basics, and traditional and digital media. It will look at the role of public relations, promotions, and ensures students understand all elements of advertising for products and services.	(3 Cr.)

Elective Courses

Code	Course	Credits
ETHI 201-EC10	Business Ethics Business Ethics ETHI 201-EC10 3 This course discusses the view that ethical behavior is the best long-term business strategy for a company, which became increasingly accepted during the last few years. In this course, students will learn about key areas such as Basic Principles of Ethics and Business, Ethics in the marketplace, Ethics and the Environment, Ethics of Job discrimination, Ethics and the Employee, and Organizational Ethics. Students will learn through experiential exercises, discussion, and application of cases as well as group discussions.	(3 Cr.)
MGMT 123-EC00	Management Information System Management Information System MGMT 123-EC00 3 This course is for business school students who want an in-depth look at how business firms use information technologies and systems to achieve corporate objectives. Students will understand how information systems play a key role in business data analytics, how it enhances business processes. Students will examine the alignment of both information systems and strategies within businesses. Key topics to be covered are the communications network, the global internet, wireless revolution, e-commerce, managing knowledge, collaboration, as well as enhancing decision-making.	(3 Cr.)
MGMT 114-EC10	Project Management Project Management MGMT 114-EC10 3 This course covers various elements of project management and the challenges faced chronologically, including Project Selection, Strategies, Portfolio Management, Scope Management, and assembling the Project's Team. It also covers issues including but not exclusive to Conflict and Negotiation, Risk Management, and Project Scheduling based on the Network, Duration Estimation, and Critical Path. This course focuses on how to plan and run the project.	(3 Cr.)
ITLA 101-IC00	Italian 101 Italian 101 ITLA 101-IC00 3 The Italian language course is proposed to meet the curiosity and interest that Italy and its language have always evoked in people, in particular in young people, fascinated by our culture, art and music, and especially for students who want to continue their studies in the “Belpaese”! During the 39 hours of course (divided into oral, written, and practice activities), the following will be given: - the basics of grammar (articles, regular and irregular verbs, prepositions, etc); - plenty of activities for the practice of the language through group work and simulations of real world situations; - plenty of use of audio-visual media.	(3 Cr.)
ITLA 102-IC10	Italian 102 Italian 102 ITLA 102-IC10 3 This course puts a large emphasis on the Passato Prossimo (past perfect). Students will further their knowledge of impersonal structures and pronouns. Conversation topics include holidays, weather, invitations, and emotions.	(3 Cr.)
CERW 101-EC10	Communicative English for the real world Communicative English for the real world CERW 101-EC10 3	(3 Cr.)
MGMT 113-EP10	Mastering Public Speaking Mastering Public Speaking MGMT 113-EP10 3 Mastering Public Speaking is an introductory course to the theory and the practice of public speaking. It engages students to feel confident while writing speeches and grasping the audience’s attention and focuses on the relation between the speaker and the audience. In this course, students can improve their public speaking skills such as analyzing the speaking situation, choosing appropriate topics, conducting research, organizing ideas, utilizing evidence, delivering speeches effectively, and developing the ability to listen.	(3 Cr.)
MRKT 103-EC10	Social Media For Business Social Media For Business MRKT 103-EC10 3 In this course, students will learn the importance of social media in this century. It will introduce them to the various technical aspects of using social media platforms, including but not exclusive to Facebook, Twitter, Instagram, Pinterest, and Blogging. It will give students hands-on experience in using different types of social media in business and its relevance to today’s consumer.	(3 Cr.)
MGMT 112-EP10	Chess Strategy Chess Strategy MGMT 112-EP10 3 This course will give any student interested in chess, regardless of his level of skills, the chance to learn and improve. Chess strategy course develops students' logical and strategic thinking through concept learning and practice. In addition to theoretical learning, this course offers the students the opportunity to develop their skills through practice, by challenging each other, as well as different chess software.	(3 Cr.)
MGMT 111-EC10	Petroleum Resources Management Petroleum Resources Management MGMT 111-EC10 3 Petroleum Resource Management is a course designed for students or professionals who would like to acquire further knowledge in Petroleum, economics, and the geopolitics of this sector. Since the Middle East, including Lebanon, has Petroleum as a natural resource, it is a benefit for students to understand the importance of preserving and the usage of this natural resource. This course aims at developing local and international professionals to take managerial positions developing economic insight and acquiring real-world knowledge from the FOBM, that has a practical and professional exposure with the market, in activities like management, research and consulting.	(3 Cr.)
MGMT 103-EC10	Organizational Behavior Organizational Behavior MGMT 103-EC10 3 Organizational Behavior focuses on human behavior within organizational contexts. This enables an understanding of the individual and group within the workplace and the subsequent impact on organizational effectiveness. The course focuses on principles, approaches, and theories of workplace behavior in relation to individuals, groups and organizational contexts with the aim of students developing greater understanding of complex organizational issues and solving relevant workplace problems. Embedded in this course are the skills of critical enquiry and the development of ethical values in relation to practice.	(3 Cr.)
MGMT 104-EC00	Community Service Community Service MGMT 104-EC00 3 This course promotes experiential learning about community service and leadership through active involvement within a community organization. It provides students with an opportunity to enhance their skills and interests while developing civic awareness. In addition to participating in community projects, students will reflect on their experiences and relate to them, and conduct a needs analysis based on community needs. They will then respond to this by acquiring 30 hours of community service within a given association. Through active participation and analysis of specific community initiatives, students will explore such topics as issue-identification. All students participate in a significant community project, which serves as the basis for both learning specific community-organizing skills and for reflecting on the rewards and challenges of community leadership.	(3 Cr.)
MRKT 111-EC00	Digital Marketing Digital Marketing MRKT 111-EC00 3 This course teaches students how to create an online presence and effective online marketing strategies. Students will come to understand Search Engine Optimization and Submission (SEOS) and how social media applications like YouTube, Facebook, Twitter, and Quora work. Students learn how to design online surveys, create buyer personas and a unique selling proposition, create a website with Word Press, and will examine Google analytics.	(3 Cr.)