Micro-Master in Strategic and Digital Marketing

  • Total # of Credit hours
    12

Welcome Message

Prof. Tamer Elshandidy
Director of Graduate Programs

Program Overview

The Credit Bearing Micro Credential (CBMC) in Strategic and Digital Marketing (SDM) is designed as a Micro-Master to meet the increasing need for professionals with skills in digital analytics, strategic marketing, digital engagement, and advanced digital strategies. With industries in the UAE and GCC adopting more digital tools and platforms, there is a growing demand for training programs that equip learners with the expertise to navigate this evolving field. This micro-credential offers learners the opportunity to develop essential skills while addressing current industry trends and meeting the needs of employers.

The main goals of this CBMC are:

  • To address market needs, as many businesses in the UAE and GCC are seeking professionals who utilize digital marketing tools, analytics, and strategies for managing campaigns. This CBMC helps fill that gap.
  • To upskill and reskill professionals in marketing roles since the program provides new skills and knowledge to remain competitive in their careers.
  • To address the need for continuing professional development (CPD), by focusing on specific topics, this CBMC helps learners build expertise in areas like interactive media management and digital marketing strategy.
  • To address the need for flexible learning since the program is designed for learners who need a flexible schedule to balance their education with work or other responsibilities.
  • To offer more opportunities for access to education as the CBMC opens chances for individuals from various backgrounds, including those who may not have access to a full degree program, to gain specialized training.

Parent Program

The CAA-accredited MBA program (Strategic and Digital Marketing focus area) is the parent program for this CBMC (Micro-Master).

CBMC Credit Hours

The CBMC in Strategic and Digital Marketing incorporates courses that are designed to enhance students' competencies in digital and strategic marketing for a rapidly evolving business landscape. This CBMC consists of 12 credit hours. More details on the structure are discussed in the following sections.

Program Learning Outcomes

PLO1: Apply standards of ethical and socially responsible behavior to organizational decision-making contexts.

PLO2: Evaluate global environmental and sustainable trends affecting business organizations and strategies.

PLO3: Apply advanced level of understanding of SDM to aid the achievement of organizational goals.

Program Structure and Credit Hours

The CBMC in Strategic and Digital Marketing, which will award a Micro-Master, consists of 12 credit hours across four courses, each worth 3 credits. The courses will be delivered over two regular 16-week semesters. The study load is designed to ensure a balanced pace, allowing learners to gain in-depth knowledge and apply practical skills over a manageable period.

Study Plan

 

Course# Course Title Credits Semester

MBA671

Strategic Marketing Management

3

Fall

MBA672

Interactive Media Management: Engagement and Analytics

3

Fall

MBA673

Digital Marketing Strategy

3

Spring

MBA674

AI Applications in Digital Marketing Analytics

3

Fall

 

Admission Requirements

Admission requirements are consistent with those of Ajman University’s MBA program (Parent Program):

  • A Bachelor’s degree in business or a related discipline with a minimum cumulative CGPA of 3.0 on a 4.0 scale.
  • A minimum TOEFL score of 550 (paper-based) or an IELTS score of 6.0 (or equivalent).
  • A minimum of one year of professional experience in a relevant field.

Graduation Requirements

A learner will be awarded a Micro-Master in Strategic and Digital Marketing upon meeting the following requirements:

  • Completion of the required CBMC 4 courses.
  • Achievement of a CGPA of not less than 3.0.

Courses Descriptions

This course provides a thorough understanding of the process of creating and implementing a rigorous marketing strategy to achieve long-term competitive advantage in a changing business environment. The course includes an in-depth discussion of marketing processes such as segmentation, targeting, positioning, and relationship building to create and sustain superior market performance. The course focuses on two key issues in marketing strategy formulation and implementation: identifying target markets and creating a competitive advantage. The strategic triangle of customers, competitors, and company is examined in the context of the organization's operating environment. The participants in the course will be encouraged to focus on strategic issues in services marketing in their assignments.

For businesses of all sizes, social media marketing is a powerful tool for reaching out to potential customers. This course provides a thorough overview of how businesses can achieve their marketing and branding objectives by leveraging the power of various social media networks. Students will become acquainted with the major social media zones as well as the channels, modes, and vehicles for social media participation. Consumer behavior will be examined to determine the motivations for participating in social media activities. This course will cover how to plan and develop actionable social media strategies using various platforms and tools, as well as how to optimize results using analytical knowledge.

The fast-changing digital landscape provides new opportunities for marketers to communicate with their customers. This MBA course provides a comprehensive overview of how organizations can get the most out of digital media and technology to achieve their marketing goals. It develops an understanding of the strategic frameworks to understand how to interact with customers at different touch points in their customer journey. Conducting a situation analysis of an online marketplace, and developing the digital marketing strategies and marketing mix for an online environment are discussed. The course examines concepts like relationship marketing, campaign planning, and developing marketing communications using effective digital media channels. Factors for successful implementation and performance of the digital channel are evaluated.

This course covers the core concepts and applications of digital marketing analytics and artificial intelligence (AI), equipping students with the skills to leverage data and technology in modern marketing strategies. Topics include the evolution of digital analytics, big data, text and web analytics, marketing automation, social network analysis, and mobile commerce. Students will explore AI-driven tools such as chatbots and personalization technologies, along with data-driven techniques for advertising, CRM, and SEO analytics. Through case studies, hands-on projects, and industry-relevant tools, students will learn to analyze data, optimize campaigns, and implement AI solutions to drive marketing performance in an increasingly digital and connected world.