Master of Digital Marketing

1. Comprehend advanced concepts of marketing and digital marketing and its implications in contemporary businesses.

2. Use social media in conjunction with other digital tools to create an integrated digital marketing communication strategy.

3. Demonstrate the ability to design and launch promotional campaigns using cutting edge digital tools in today’s job market.

4. Design and implement affectively marketing strategies and tactics in today’s digital business environment.

Bachelor’s with Good GPA, English score 5 IELTS or equivalent.

Marketing Management
This course explores contemporary marketing concepts and trends, emphasizing advanced techniques for managing marketing activities. Students engage in decision-making, problem-solving, and analyzing marketing cases while applying strategic marketing concepts adapted to organizational contexts. Key topics include consumer behavior and its determinants, strategic marketing planning and methodology, marketing environment analysis, target market identification, product planning and lifecycle management, product innovation, pricing strategies, distribution and promotion, sales planning, negotiation, marketing research, and marketing information systems.

Digital Marketing
This course examines the role of digital marketing in the global economy and business development. Students learn fundamental digital marketing concepts, how it differs from traditional marketing, and strategies for planning and implementing digital campaigns. Topics include creating value through e-commerce, understanding the digital marketing mix, SEO vs. SEM, analytics and decision-making tools, types of digital campaigns, and digital marketing terminology.

Research Methods
Students are introduced to the fundamentals of scientific research, including its definition, significance, types, methodologies, and processes. The course covers data collection methods, sampling and estimation techniques, statistical analysis, and tools used in business research.

Digital Marketing Strategy
This course provides a comprehensive introduction to strategy in the context of digital marketing. Students explore strategic planning processes within e-business marketing, evaluate alternatives using performance matrices and indicators, and apply these strategies to real-world digital business cases.

Social Media and Marketing Communications
Students learn integrated marketing communications in a digital context, including planning and executing promotional campaigns. Topics include search engine keywords optimization, social media networks, affiliate marketing, digital sponsorships, campaign implementation on platforms like Facebook, Instagram, Snapchat, YouTube, and X, and linking segmentation, targeting, differentiation, and positioning strategies to digital campaign analytics.

Digital Marketing Analytics
This course teaches students to analyze marketing data using advanced tools and techniques to support decision-making. Topics include resource allocation, cluster analysis, conjoint analysis, customer lifetime value, marketing experiments, text analytics, logistic regression, recommendation systems, marketing model automation, market analysis metrics, and emerging analytical methods. Students also learn to use tools such as Google Ads, Google Analytics, and social media ad managers.

Digital Consumer Behavior
Students study consumer behavior in digital environments, examining psychological, social, and cultural influences on online purchasing decisions. The course covers theories and applications that guide organizations in designing effective marketing strategies, enhancing customer experiences, and influencing decision-making processes.

Contemporary Issues in Digital Marketing
This course addresses emerging topics impacting digital marketing, including IT advancements, globalization, competitive dynamics, and the growing influence of digital consumers. It also explores new trends and technologies in digital marketing practice.

Digital Brand Management
This course introduces digital product and brand management, covering brand origins, types, objectives, management, electronic registration, design, protection, and performance measurement. Students examine the relationship between digital branding, trademark laws, product lifecycle management, and new product development.

Digital Customer Relationship Management (CRM)
This course focuses on building and maintaining strong customer relationships through e-CRM systems. Students learn to manage customer databases, improve interactions, convert prospects into customers, analyze market opportunities, enhance loyalty and lifetime value, acquire new customers, and reduce churn.

Digital Services Marketing
Students explore the characteristics of digital services, the digital customer experience, and the challenges of marketing intangible products. The course covers digital service strategies, quality and demand management, and case studies evaluating marketing approaches in digital service industries.

Innovative E-Businesses and Entrepreneurship
This course covers the creation of innovative digital businesses from concept to market-ready product. Students apply marketing and analytical tools to entrepreneurial ventures, learning frameworks for planning, managing, and developing digital business startups.

Information Technology Management
Students study computational techniques for pattern recognition and prediction in business contexts. The course covers algorithms for data classification, representation, data mining, and direct analytical processing to support business decision-making.