Master of Science in Digital Marketing

ADMISSION REQUIREMENTS

PROGRAMME OUTLINE

This programme is specifically designed to provide:

• Students with advanced theoretical frameworks, critical analytical capabilities, and practical competencies—enriched by the latest artificial intelligence (AI) developments—to address the complexities of digital marketing in contemporary business environment. This programme is aligned with the evolving demands of the digital marketing environment, integrating cutting-edge methodologies and insights from leading industry experts. Students will acquire both practical and latest methodologies and tools essential for success in a digitally driven, AI-enhanced, and interconnected marketing landscape by engaging with real-world challenges that also includes global business paradigms.
   
• The MSc in Digital Marketing has several distinctive features, including:
  ​ 
  • Specialized Curriculum with Technological Focus
    The programme offers a curriculum integrating advanced digital marketing theories and practices, covering digital strategy, consumer behaviour, and market trends. It places a strong emphasis on the transformative role of technologies like artificial intelligence (AI) in shaping the future of digital marketing. Students will explore how AI-driven tools will revolutionise customer engagement, personalisation, and campaign optimisation, equipping them to drive innovation in diverse roles across industries.
     

  • Global Perspective and Cross-Cultural Insights
    The programme adopts a global approach to digital marketing, enabling students to engage with cross-cultural case studies and projects that will address economic, cultural, and regulatory dimensions of international markets. This perspective will prepare students to develop culturally sensitive and technologically advanced strategies, ensuring success in a globally connected business environment.

  • Emphasis on Industry-Relevant Technologies
    Students will gain hands-on expertise in AI-powered tools and data analytics platforms. By examining the implications of emerging technologies on consumer behaviour and marketing success, the programme will prepare students to navigate the challenges and opportunities of the rapidly evolving digital marketing era.

Upon successful completion of this programme, you will be able to:

• Gain a competitive edge in the job market with specialised skills tailored to the digital marketing industries.
• Create, manage, and optimize digital advertising campaigns as well as  analyse customer data and use it to support marketing decisions.
• Apply the latest digital marketing platforms like social media, mobile, and search engine optimization.
• Develop and execute effective digital marketing strategies.
• Prepare for marketing related leadership roles in both local and global organisations. 
• Exhibit innovative problem-solving skills tailored to solve unique challenges to meet the target market needs and wants.
• Demonstrate grounded analytical and decision-making capabilities to support strategic planning and execution within the context of digital marketing.

This programme is designed for managers and professionals aiming to advance their careers into senior managerial or executive roles within the marketing industry by acquiring advanced knowledge and leadership skills. It is also well-suited for individuals interested in starting or managing their own businesses within the digital marketing industry, providing a solid foundation in both business management and industry-specific practices. Additionally, this programme is ideal for those passionate about sustainable practices in digital marketing, AI-enhanced tools and those seeking to develop expertise in implementing and managing sustainable initiatives by engaging with real-world challenges and leveraging on global business opportunities.

This programme comprises 11 coursework modules (including Research Methodology module) and a Project.

You will be expected to conduct effective research in relation to your area of specialisation (Digital Marketing) for both academic and industry purposes. Either route will require you to plan and conduct an effective individual research and analysis, leading to a significant academic paper, consultancy report or case history in relation to an aspect of business.

CAREER OPTIONS

COURSE FEES

​* Fees stated above do not include Enrolment Fees, Registration Fees and other Miscellaneous Fees. Please refer to Fee Guide for details.

MQA ACCREDITATION

• Master of Science in International Business Communications
• Master of Philosophy in Management