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The programme is unique as it has been developed in close consultation with two leading marketing professional bodies, the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM). This industry recognized and accredited programme is ideal for graduates who like to further develop their understanding and knowledge of the role of digital marketing as well as digital marketing strategies in the world led by digital innovation and digital transformation. The key element of the programme is exposing students to practical topics and themes in digital marketing enabling students to pursue career as self-employed. These include Search Engine Optimisation (SEO), Pay-Per-Click (PPC) Advertising, Content Marketing, Conversion Rate Optimisation (CRO), Social Media Strategy, Paid Facebook Advertising, Google Analytics and Search Console and Google Tag Manager. The programme has 4 specialist modules divided equally in semester 1 and 2. In semester 1, students learn ‘Strategic Marketing in Digital Era’ and ‘The Digital Customer Journey: Data, Profiling and CRM’. In semester 2, students learn ‘Digital Campaign Management and Media’, and ‘Marketing Metrics and Analysis’. Read More
The unique feature of the programme is that the two core modules 'Research Methods and Analytics for Business Practice' and 'Leadership and Management Development', offered in semester 1 and 2 will facilitate the development of your leadership and management capability, while providing you with essential knowledge and analytics skills. The programme culminates into core capstone ‘Masters Dissertation’ which is supported by a zero credit ‘Dissertation Preparation and Research Methods’ module. Read Less
Our Digital Marketing Masters gives you the theory and practical skills to move into one of the most exciting, fast-paced areas of business
In this module, you will explore the important role of the website in an organisation’s digital marketing strategy.
You will learn the principles of website evaluation and will use analytic tools for the analysis of web data to help measure the effectiveness of web marketing and improve the user experience.
The module will aim to give you:
In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern day business operations and marketing strategy.
The module will cover the following themes:
This module is designed to provide you with an introduction to how consumers behave in the digital domain and the opportunities this presents for organisations targeting them. At the heart of this is the concept of consumer behaviour, which has been revolutionised by emerging technologies, offering new opportunities for communication with companies and fellow consumers. This will be complemented by an in-depth review of how consumers can be profiled based on their lifestyle characteristics, and an acknowledgement of the role of database marketing in collating, updating and using data to deliver personalised communications messages.
Throughout the module you will cover the following themes:
This module is designed to equip you with an overview of managing a digital marketing campaign alongside opportunities to utilize a range of digital media. At heart of the module is digital campaign management, which is continually evolving due to consumers’ digital media usage, offering interactive opportunities for businesses to communicate. You will explore this in the module by completing a group-based live marketing project which is a part of the Institute of Direct Marketing (IDM) National Student Competition, covering digital campaign management, developing content for digital platforms, the user experience through the digital area, the role of social media marketing, deploying email marketing, and affiliated marketing’s role in a digital campaign.
Throughout this module you will cover the following themes:
This module will provide you with essential knowledge and analytics skills needed for you to complete a high-quality Masters’ Dissertation or Consultancy Project. By undertaking and reflecting on practical research-based activities you will understand the process of designing and carrying out a research study. You will also engage in activities that involve an understanding of data and analysis of data. This will place you in a strong position to undertake your own Masters’ level research or Consultancy Project.
At the end of the module, you will write a research proposal, this will be assessed and will contribute to your final mark. In the dissertation you will work under the supervision of a member of the academic staff and your proposal will also help to ensure you get the most from this relationship.
This module engages you in personal and professional development in order that you develop and hone your team working, management and leadership skills, capabilities and attributes, and in so doing, enhance your employability. In this module, you will not only prepare for your first job after you graduate but also kick-start your commitment to life-long personal and professional learning.
In the first part of the module you will be supported in a self-analysis by a range of activities, including the completion of self-administered tool-kits to demonstrate an increased self-awareness and self-understanding.
The second part of the module contains activities that enable you to build on your self-analysis and explore further your strengths, weaknesses and areas for development in the context of your career development plans. This will also include the development of knowledge into the global graduate market, (including routes such as self-employment and developing your career with an existing employer) drawing upon local, national and international examples.
In this module you will gain an understanding of the academic skills that are required to produce a Masters Dissertation. By the end of the module you will have written a 15000 word Masters dissertation. The areas included are:
A Bachelor’s degree with a minimum 2:2 classification (2.70/4.0 GPA)
If applicant is a graduate from a non-English speaking institution, English proficiency test is required. International English Language Testing System (IELTS) Score: a minimum overall IELTS score of 6.5 with 5.5 in each component.
NOTE: IELTS scores must be less than 2 years old at the time of application.
Application Form - Online
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Bachelor’s degree transcript
Fees can be paid by card at the University premises, online from your applicant login, or via bank transfer. Application fees (QR 300) are non-refundable.
Application open in February
Application deadline in September