College of Administrative and Financial Sciences

College of Administrative and Financial Sciences

About the Program

Through the efforts of the Saudi Electronic University and the College of Administrative and Financial Sciences to be an effective part in achieving the Kingdom's vision 2030, the Master of Business program in the specialization of Digital Marketing has been designed to prepare Saudi graduates competencies and skills to allow them to effectively participate in the digital transformation of business at the local and global levels, and as a response to the rapid growth of digital commerce and social communication and its effects on the business environment.

Moreover, this program is the first of its kind in the region to obtain professional accreditation by the Digital Marketing Institute (Ireland), which is considered one of the most prominent professional accreditation bodies specialized in digital marketing.

This program uniquely blends business, leadership and digital marketing skills theories and practices to prepare students for dealing with a fast and changing global economy

Program Goals

Develop comprehensive strategic marketing plans for digital and non-digital business environments

Apply various decision-making tools to enhance and develop the consumer journey

Effective utilization of websites, search engines and social media platforms to increase brand value and creative marketing

Apply digital marketing analytics to evaluate the effectiveness of marketing campaigns

Admission Requirements

The admission requirements stated in The Unified Regulations for Postgraduate Studies in Saudi Universities (click here)

MBA in Digital Marketing – Program Structure

 

Pre MBA Courses

 

Coding

Course Name

​ Credit Hours

Prerequisite

 

ACCT490

Principles of Accounting

N/A

N/A

MGT490

Principles of Management

N/A

N/A

ECON490

Microeconomics

N/A

N/A

STAT490

Statistics

N/A

N/A

Coding ​ Course Name Credit Hours Prerequisite​
Level 1
ECN500 Global Economics 3 hours N/A
RES 500 Academic Writing and Research Skills 3 hours N/A
FIN500 Principles of Finance 3 hours N/A
Total 9
Level 2
MGT560 Leadership Development 3 hours ECN500 & RES500
MKT500 Digital Marketing Management 3 hours ECN500 & RES500
MGT510 Strategy Planning 3 hours ECN500 & RES500
Total 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 behaviour and the Customer Journey 3 hours MKT500
Total 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
Total 9
Course Description
​ 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) FIN500 ​ 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) MKT500 ​ 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) MGT510 ​ 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 behaviour 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. 

To view the study plan files

Study Plan Click Here