Academic Catalog 2026–2027

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Minor in Digital Marketing

Overview

The minor in digital marketing at LAU equips students from diverse academic disciplines with the essential competencies necessary to excel in today’s rapidly evolving digital marketing environment. This program integrates theoretical knowledge with practical application, encompassing key domains such as social media, content development, data analytics, and campaign management. Students acquire both foundational expertise and practical skills, equipping them to design and implement effective digital marketing strategies across various sectors, including corporate, nonprofit, and entrepreneurial domains.

Expertise in digital marketing is increasingly crucial as organizations depend more heavily on online platforms for brand development, engagement, and customer interaction, particularly in Lebanon and the MENA region, where investments in digital advertising are experiencing rapid growth. The minor provides students with industry-recognized certifications and exposure to real-world digital tools, thereby substantially enhancing their employment prospects. It is especially advantageous for individuals outside traditional marketing disciplines who aim to supplement their studies with relevant digital competencies.

Graduates will be adept at applying marketing principles to real-world challenges, utilizing social media effectively, analyzing digital data to optimize campaigns, creating compelling digital content, and adapting to emerging tools and trends. Given that roles in digital marketing are among the fastest-growing globally, this minor strategically positions LAU students for success in a competitive employment market while advancing LAU’s objectives for interdisciplinary education and career preparedness. Overall, the minor in digital marketing prepares students to become proficient leaders and innovators within the dynamic digital economy, representing a valuable addition to any academic trajectory at LAU.

Curriculum

For a minor in digital marketing, students must complete a minimum of 18 credits, distributed as follows:

  • Non-business students: 9 credits of core courses (MKT201 Introduction to Marketing, MKT312 Digital Marketing, MKT332 Social Media Marketing) + 9 credits of elective courses
  • Business students: 6 credits of core courses (MKT312 Digital Marketing, MKT332 Social Media Marketing) + 9 credits of elective courses
    • Business Marketing Students: 3 credits core (MKT332 Social Media Marketing) + 6 elective credits

Core Requirements (9 credits)

  • MKT201 Introduction to Marketing (3 cr.)
  • MKT312 Digital Marketing (3 cr.)
  • MKT332 Social Media Marketing (3 cr.)

Elective Courses (9 credits)

Choose courses from the following:

Department of Communication

  • COM226  Principles of Advertising (3 cr.)
  • COM430  Writing for Advertising and PR (3 cr.)
  • JSC222  Digital Media Design (3 cr.)
  • JSC224  Social Media (3 cr.)
  • TVF303  Mastering Social Media: From Branding to Presence (3 cr.)
  • TVF403  Streaming & Digital Broadcasting (3 cr.)

Department of Management Studies

  • FEM312  Digital Entrepreneurship (3 cr.)

Foundation Program – School of Architecture and Design (SArD)

  • FND251  Digital Media (3 cr.)

Department of Graphic Design

Department of Information Technology Management

  • ITM303  Digital Transformation for Business (3 cr.)

Department of Marketing

  • MKT307  Digital Consumer Behavior (3 cr.)
  • MKT313  Digital Marketing Analytics (3 cr.)
  • MKT315  Search Engine Optimization and Marketing (3 cr.)
  • MKT330  Artificial Intelligence in Marketing (3 cr.)
  • MKT334  Influencer Marketing and Content Creation (3 cr.)

Note:

  • A business student needs to complete 15 credits to declare a Minor in Digital Marketing (as MKT201 is a core course for all business students).
  • ​To fulfill the requirements of a minor, a student must complete at least nine additional elective credits related to the minor from outside their program of study.