Master of Business Administration – Digital Marketing | Antonine University


Master of Business Administration – Digital Marketing

English, French

  • 36Credits
  • 2Duration of the program
  • $130Price
Official Name of the Program Master of Business Administration – Digital Marketing
Official Degree Level Master in Business Administration – Digital Marketing
Campuses Availability Hadat–Baabda; Nabi Ayla–Zahlé; Mejdlaya–Zgharta

Program Objectives

The Master of Business Administration with a concentration in Digital Marketing meets cutting-edge local and international market requirements for understanding the dynamic and ever-changing world of social media and smartphones. The courses teach individuals to understand digital data analytics and provide appropriate strategies emphasizing accountability and context. Learners will be able to expand their academic and professional knowledge of digital marketing and explore its various categories, including exposure to product and service promotion. This is an innovative program that will help them understand the importance of upgrading traditional marketing functions and advocating for the use of emerging and developing social media.


Students eligible for this program are those who have successfully completed their undergraduate academic program in Business Administration (i.e. holders of a Bachelor’s degree) and wish to pursue their graduate studies in one of the concentrations offered in the framework of this advanced Master’s degree program.

Teaching Methods

The teaching methods of the different modules and courses at the Antonine School of Business (ASB) are based on a curricular perspective, mainly targeting knowledge building as well as competency and skill development. The teaching methodologies give precedence to the course content and are not restricted to a specific and sole teaching pattern, notwithstanding the adoption of a learning environment promoting a social constructivist approach.

The faculty members are keen on the process of transmission and acquisition of the course contents. Moreover, the knowledge construction process systematically takes precedence over all other aspects. The epistemological position of instructors takes into account the diverse economic and social backgrounds of learners. In this perspective, the construction of learners' knowledge again takes precedence over other types of teaching and learning methodologies.

Evaluation Process

The assessment system of the course modules at the ASB allows each student to progress at his own pace without disregarding at the same time, the overall learning progress of the group of learners in the same pedagogical structure. The assessment modalities are centered around 3 main categories: diagnostic, formative, and summative. The learning assessment is mainly carried out via written tests conducted continuously throughout the academic semester. The partial examination gives the students the opportunity to redefine their progress and adjust their academic performance according to the results obtained.

Courses include projects and research work prepared individually or in groups. Oral presentation and communication skills come to the fore very often and take precedence over other assessment modalities in a number of practical teaching units.

The evaluation process ends with the summative assessment, where the students take the final examination for each subject at the end of each academic semester.

Program Learning Outcomes (PLOs)

Upon completion of the Master of Business Administration – Digital Marketing Concentration, graduates will be able to:

  • select strategic decisions for business development;
  • elaborate strategic plans for enterprises, organizations, and firms;
  • recognize the impact of organizational culture on business performance;
  • conduct research based on qualitative and quantitative techniques;
  • design digital marketing strategies for business;
  • develop their practical skills to manage digital communication.
Job Prospects

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

  • marketing;
  • sales;
  • social media;
  • communication;
  • consultancy in related fields.

Program Structure

Common Courses

Code Course Credits
ECON 202-EC00 Advanced Microeconomics and Quantitative Techniques
Advanced Microeconomics and Quantitative Techniques
ECON 202-EC00
3 Credits

The objective of this course is to examine the behavior of individuals (consumers and producers) in different market structures: pure competition market, monopoly, oligopoly, and monopolistic competition. It studies as well the case of externalities and explains how firms in a perfectly competitive market behave differently in the short run and the long run. It shows the different price discrimination policies applied by monopoly and the public policies that can limit the inefficiency of the monopolistic market. In this course, students will study the different strategies that oligopolistic firms undertake to maximize their profit and have a discussion on how externalities can make competitive markets inefficient. The course relies on classroom discussion, participation, case analysis, and problem-solving.

MGMT 202-EC00 Decision Making for Business and Strategic Choices
Decision Making for Business and Strategic Choices
MGMT 202-EC00
3 Credits

This course is designed to help business students understand some of the greatest challenges that organizations face today – the effective and efficient methods for implementing strategies in organizations. It is imperative that students understand what strategic management deals with, in order to help them understand management strategies that will fit organizational goals. They will also be able to understand and use various organizational principles.

MRCH 201-EC00 Research Methods in Business
Research Methods in Business
MRCH 201-EC00
3 Credits

This course introduces Business students to a clear, complete, and systematic scientific research approach from a methodological and epistemological point of view. It explains how to formulate a research question and how to build and elaborate on the theoretical framework of the project. Also, it discusses the main methodologies of data collection and the different techniques for analyzing the results. Finally, it introduces the student to the best techniques for structuring and communicating the results of the research.

ECON 203-EC00 Advanced Macroeconomics
Advanced Macroeconomics
ECON 203-EC00
3 Credits

The objective of this course is to enable students to deepen their knowledge and understanding of the empirical and theoretical issues involved in analyzing the economic situation. The advanced concepts of macroeconomic theory will be presented in this course, especially those related to an open economy and the differences that the economic policy can have between the short run and the long run. The aggregate demand, IS-LM model, Mundell-Fleming model with exchange rate regimes, aggregate supply, and short-run tradeoff between inflation and unemployment will be discussed in details in this course.

ECON 201-EC00 Legal Environment and Tax Regulations
Legal Environment and Tax Regulations
ECON 201-EC00
3 Credits

The course provides a solid background in Lebanese commercial law, civil law, code of civil procedures, labor law, and taxation law. Topics include the courts' system, contracts, property sales, commercial instruments, partnerships, corporations, commercial representation, franchise contracts, banking operations, labor law, and social security provisions. The course also covers the main rules governing the Lebanese income tax legislation.

MGMT 213-EC00 Organizational Change and Global Strategy
Organizational Change and Global Strategy
MGMT 213-EC00
3 Credits

This course will explore key theoretical models in change and shift management. It will take a closer look at change management and the need to understand the important aspects of dealing with change. This course will give students a global outlook on management practices and strategies, preparing them to work both locally and internationally. Today's organizations are facing challenges in shifting from traditional management practices to modern management systems at both the local and international levels.

Major Courses

Code Course Credits
MRKT 208-EC00 Search Engine Marketing
Search Engine Marketing
MRKT 208-EC00
3 Credits

This course allows students to grasp the concepts and importance of Search Engine Optimization (SEO) dynamics. The student will be able to comprehend the practical implications of SEO on websites, social media content, and digital ads, helping them increase their competitive advantage in awareness of products and services. Students will receive a foundation understanding of Pay Per Click (PPC), an internet advertising model. They will also learn how to read SEO analytics and use them in the marketplace.

MRKT 206-EC00 Social Media Marketing
Social Media Marketing
MRKT 206-EC00
3 Credits

This course brings together major elements of social media by allowing the student to generate social media strategies for business. They will also be proficient in creating social media content strategy, which includes visual content and media text. Also, they will acquire the appropriate skills to synchronize between various platforms to deliver the right strategy for the right business.

MRKT 207-EC00 Digital Marketing Strategy and Planning
Digital Marketing Strategy and Planning
MRKT 207-EC00
3 Credits

This course teaches students how to conduct and understand a full market analysis for a product or service. It focuses on understanding the product and service value within their target market. Students will learn how to integrate their marketing strategy digitally and place within the overall marketing plan. They will learn all concepts in implementing a digital marketing strategy.

MRKT 205-EC00 Digital Communication
Digital Communication
MRKT 205-EC00
3 Credits

Students will learn how to create a digital marketing plan, through which they will understand the various channels that can be used to reach their potential market. Students will be able to evaluate digital strategy guidelines by using content for SEO. This course gives students the tools to define their budget and examine the various data to analyze their digital marketing plan. Furthermore, on completion of this course, students will be able to use all the elements of the digital marketing mix and implement their marketing plan accordingly.

Senior Project

Code Course Credits
MGMT 501-EM10 Senior Project