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Что я буду изучать?

The MSc Digital Marketing will equip you with the specialist digital marketing knowledge and skills that are sought-after by employers from all markets and sectors and is designed to position you as a marketing professional with digital expertise.

Our MSc in Digital Marketing enables students to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques.

There are eight taught courses (divided equally over two semesters) and a digital marketing dissertation in semester 3. Part-time students register for 2 courses per semester and progress to the dissertation at the end of the second year. Assessment is specifically designed to develop professional career readiness and include collaborative projects with industry partners.

There are two sets of mandatory courses. The first set provides the foundations of digital marketing (Digital Customer Experience and Digital Marketing Analytics). The second set delivers core marketing knowledge (International Strategic Marketing, Contemporary Consumer Behaviour, Branding and Communications and Research Philosophy and Practice).

You can customise your degree to match your interests or career pathway by selecting two course options, one each semester. Courses reflect digital marketing skills (social media management, database design, website development) and digital management competencies (strategy, entrepreneurship, consumer psychology, legal aspects, project management).

In Semester 3 the digital marketing dissertation is the capstone course where students 'deep-dive' into their chosen area of digital marketing. Students will demonstrate their mastery of the subject area by developing new insight from analysis of valuable primary research.

The MSc in Digital Marketing forms part of a suite of specialist programmes at Heriot Watt University designed to meet the demands of the growing digital economy. The 'digital ready' masters programmes include MSc Digital Leadership, MSc Managing Innovation, MSc Information Technology (Business), MSc Business Information Management, and MSc Business Analytics and Consultancy.

Students will learn to respond to changing customer attitudes, receive tips on making meaningful connections and be trained to be successful marketers in a rapidly changing environment. The programme also focuses on training students to use a range of digital tools that prepare them to better interact with consumers and stakeholders.

Specialist mandatory courses
Semester 1
Digital Customer Experience

Each online interaction between the customer and the organisation combines to form the overall digital customer experience. This course examines the components that form the basis of digital customer experience management. Upon completion students will understand the customer journey, recognise the role of customer insight, understand omni-channel marketing strategy and be aware of legal and ethical issues. The course provides knowledge that underpins Chartered Institute of Marketing accreditation.

Semester 2
Digital Marketing Analytics

Digital analytics is the collection, measurement, analysis, visualisation, and interpretation of digital data illustrating user behaviour on social media, websites, mobile sites and mobile applications. Understanding digital analytics enables marketing managers to understand how their digital activities are being accessed and used. Students will develop an understanding of the theory and foundations of digital marketing analytics and gain experience of evaluating content marketing plans. Upon completion students gain industry recognised certification, for example, Google Analytics for Beginners. The course provides knowledge that underpins Chartered Institute of Marketing accreditation.

На каком факультете я буду учиться?

Edinburgh Business School

Варианты обучения

Очная (1 год)

Цена
د.إ78,750.00 (1,425,856 руб) за 1 год
Начало обучения

Предполагаемое начало: Январь 2023

Где

Heriot-Watt University - Dubai Campus

Dubai Knowledge Park,

Dubai,

UAE

Вступительные требования

Для студентов, проживающих в Соединенных Штатах

A good honours degree (first or second class), or its non-UK equivalent, in a relevant subject from a recognised British or overseas university. IELTS 6.5; TOEFL IBT 90; PTE Academic 58-64; Cambridge (New) 176-184; Cambridge (Old): FCE (grade A); CAE (grade C)

Для иностранных студентов

Our normal entry criteria are listed below. However, please note that the final decision remains at the discretion of the course director after evaluating scores of individual relevant subjects.

A good honours degree (first or second class), or its non-UK equivalent, in a related subject.

Applicants with relevant education and work experience may also be considered.

If your first language is not English, or your first degree was not taught in English, we’ll need to see evidence of your English language ability.

The minimum English language requirement for entry to this programme is IELTS 6.5 (or equivalent) with no component lower than 6.0.

If you do not have IELTS 6.5, we offer a range of English language courses to help you meet the English language requirement for this programme prior to commencing your studies:

14 weeks English (for IELTS of 5.5 with minimum of 5.0 in all skills)
10 weeks English (for IELTS of 5.5 with minimum of 5.5 in reading and writing and minimum of 5.0 in speaking and listening)
6 weeks English (for IELTS of 5.5 with minimum 5.5 in all skills)

TOEFL IBT 90

PTE Academic 58-64

Cambridge (New) 176-184

Cambridge (Old): FCE (grade A); CAE (grade C)

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