كلية العلوم الإدارية والمالية

كلية العلوم الإدارية والمالية

المقدمة

من خلال سعي الجامعة السعودية الإلكترونية وكلية العلوم الإدارية والمالية لتكون جزءًا فعالًا في تحقيق رؤية المملكة 2030، صُمّم برنامج ماجستير إدارة الأعمال بتخصص التسويق الرقمي المتميز لإعداد كفاءات سعودية قادرة على المشاركة في التحول الرقمي للأعمال التجارية على المستويين المحلي والعالمي، وكإستجابة للنمو السريع للتجارة الرقمية ووسائل التواصل الاجتماعي وتأثيراتها على بيئة الأعمال.

علاوة على ذلك، يعتبر هذا البرنامج الأول من نوعه في المنطقة بالحصول على إعتماد مهني من قبل معهد التسويق الرقمي (Digital Marketing Institute) في إيرلندا والذي يعتبر أحد ابرز جهات الاعتماد المهني المتخصصة في التسويق الرقمي.

يمزج هذا البرنامج بشكل فريد بين مهارات الأعمال والقيادة والتسويق الرقمي النظرية والعملية لإعداد الطلاب للتعامل مع اقتصاد عالمي سريع ومتغير.

أهداف البرنامج

يهدف برنامج ماجستير إدارة الأعمال (تخصص تسويق رقمي) الى تمكين الطلبة من

تطوير خطط تسويقية استراتيجية شاملة لبيئات العمل الرقمية وغير الرقمية

تطبيق أدوات صنع القرار المختلفه لتعزيز وتطوير وتنمية رحلة المستهلكين

استخدام مواقع الإنترنت ومحركات البحث ومنصات التواصل الاجتماعي لزيادة قيمة العلامة التجارية والتسويق الإبداعي

تطبيق تحليلات التسويق الرقمي لتقييم فعالية الحملات التسويقية

شروط القبول في البرنامج

شروط القبول الواردة في اللائحة الموحدة للدراسات العليا في الجامعات السعودية ( اضغط هنا للاطلاع على الشروط)

 

تفصيل الخطة الدراسية لبرنامج ماجستير إدارة الأعمال (تسويق رقمي)

 

الفصل التحضيري للماجستير

 

المتطلبات السابقة

الساعات المعتمدة

اسم المقرر

رمز المقرر

 

N/A

N/A

Principles of Accounting

ACCT490

N/A

N/A

Principles of Management

MGT490

N/A

N/A

Microeconomics

ECON490

N/A

N/A

Statistics

STAT490

 

رمز المقرر ​ اسم المقرر​ الساعات المعتمدة المتطلبات السابقة
Level 1
ECN500 Global Economics 3 hours N/A
RES 500 Academic Writing and Research Skills 3 hours N/A
FIN 500 Principles of Finance 3 hours N/A
المجموع 9
Level 2
MGT560 Leadership Development 3 hours ECN500 & RES500
MKT 500 Digital Marketing Management 3 hours ECN500 & RES500
MGT 510 Strategy Planning 3 hours ECN500 & RES500
المجموع 9
Level 3
MKT560 Online Marketing and Social Media Channels 3 hours MKT500
MKT600 Brand Management in a Digital World 3 hours MGT 510 and MKT500
MKT540 Consumer behavior and the Customer Journey 3 hours MKT500
المجموع 9
Level 4
MKT610 IMC Meets Digital Campaign Planning 3 hours MKT560 & MKT540
MKT640 Digital Marketing Analytics 3 hours MKT560 & MKT540
MGT 675 Research Project 3 hours Completion of 27 hours
المجموع 9
توصيف المقرارات
​ credit(3 hours) ECN500 ​ Global Economics

Examine the theories of international trade and finance, and the influence and impact on management decisions and corporate agreements. Develop an understanding of international monetary issues, and the social, cultural, and governmental effects on the global business. ​ ​

​ credit(3 hours) RES 500 ​ Academic Writing and Research Skills

This course will provide the students with the basics of academic writing and a broad introduction to the methodological foundations and tools to make research. The course covers the basics of academic writing for graduate level students and introduces the language of research, ethical principles and challenges, and the elements of the research process within quantitative, qualitative, and mixed methods approaches. Participants will use theoretical aspects to begin to critically review literature relevant to their field of interests. Students will learn how to identify problems to study, develop hypotheses and research questions, specify independent and dependent variables, check for the validity and reliability of studies and design research projects. They will be exposed to a broad range of designs used in their researches from laboratory and field experiments, surveys, content analysis, focus groups and in-depth interviewing.

​ credit(3 hours) FIN 500 ​ Principles of Finance

Understand the principles and theories of finance to analyze statements and fiscal information for effective decision-making in today's competitive environment.  Emphasis is on developing skills in critical thinking and applying financial concepts and principles. 

​ credit(3 hours) MGT560 ​ Leadership Development

Explore the tools, models, and practices for leadership development. Gain a working knowledge of developing leadership skills and programs for future leaders to effectively compete in a global world.  ​ ​

​ credit(3 hours) MKT 500 ​ Digital Marketing Management

This course will expose students to the fundamentals of marketing, to include product development, pricing, promotions, placement, brand management, the customer experience, and integrated marketing communications. Students will learn how basic marketing concepts have been adapted for the online world, showing how the fundamentals apply to digital marketing.

​ credit(3 hours) MGT 510 ​ Strategy Planning

This course is an exploration of the essentials of business, innovation and market strategies that drive organizations.  Primary focus is on setting strategy and goals for an organization with consideration of internal resources, innovation focus, market opportunities, and return on investment.

​ credit(3 hours) MKT560 ​ Online Marketing and Social Media Channels

This is a fast-paced course that covers the tools and tactics that are used to build brand awareness, capture leads, and increase sales. Students will learn how to create and manage content for online advertising, search engine marketing and paid search, email marketing, social media, mobile marketing, and website development and optimization.

​ credit(3 hours) MKT600 ​ Brand Management in a Digital World

Branding is at the heart of successful products, services, and organizations.  Students will examine the concept of branding, learn what contributes to brand value, and develop insights into how to manage a brand and the marketing techniques that can build brand equity. Students then will learn how to manage a brand in the digital world, focusing on the key attributes of brand awareness, brand loyalty, brand recognition, and brand reputation.

​ credit(3 hours) MKT540 ​ Consumer behavior and the Customer Journey

This course provides students with a foundational knowledge of how customers think, feel, assess, decide, purchase, and consume. The course will walk the students through pre-purchase motivations and post-purchase activities, providing conceptual frameworks for analysis. Students also will learn how to identify, create, and analyze the customer journey from a digital marketing perspective, to include the use of SEO, social media campaigns, engagement, the sales funnel, and customer segmentation. 

​ credit(3 hours) MKT610 ​ IMC Meets Digital Campaign Planning

This course starts by examining Integrated Marketing Communications (IMC)—a strategic approach that balances advertising, public relations, and marketing communications—and its core components of customer identification and valuation, message delivery, ROI, budgeting, and outcomes. The course then requires students to apply an IMC framework to digital marketing, as students develop a digital marketing campaign that integrates strategy and goals; content development and social media marketing; email; and mobile marketing, as well as advertising and public relations.

​ credit(3 hours) MKT640 ​ Digital Marketing Analytics

The course will conduct a deep dive into website analytics and social media metrics, focusing on how to gather and analyze data to assess the efficacy of online marketing in achieving an organization’s overall goals. The course will expose students to various tools for measuring digital marketing, such as Google Analytics.  Students will learn how to create visual presentations of big data that communicate results effectively.

​ credit(3 hours) MGT 675 ​ Research Project

The course is required to be undertaken in the form of a research program in which the candidates will pursue rigorous applied research on a self-selected topic or problem under the guidance of a faculty member. Essentially, the project needs to be practical, relevant, and address a problem of great interest to practitioners (corporate), local or global economy while simultaneously contributing to the body of academic literature. Therefore, while the project helps to integrate prior MBA courses, and develop students’ research skills, it challenges students to critically reflect, develop, implement, and analyze the business research methods appropriate to any business setting using a sound scientific approach. 

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