Digital marketing and transformation taught in English (Double degree master’s programme with Abertay University, Scotland)

LEARNING OBJECTIVES

The MSc in Digital Marketing and Transformation (3 semesters) is a joint programme between Abertay University and the University of National and World Economy. It is designed for students who have completed a Bachelor's or Master's degree, without limitation of professional field. The programme is in the professional field of Economics and aims to further develop and upgrade both the students' knowledge in the field of digital marketing and their managerial skills. In terms of content, the training in this programme is a process of building specialised knowledge and skills, and of turning the participant in the programme into an expert capable of managing the activities and processes of creating and implementing digital marketing strategies.

Modern organisations - whether commercial or non-commercial, private or public, state or non-state - depend more than ever on their experts and managers. The entry of marketing as a function into modern organizations is driven by the need to continually attract and retain users of the services they provide. In turn, the penetration of digital technology in all marketing activities and disciplines requires the expression of professionals with specific knowledge and skills. Organisations need managers and experts who understand, and on this basis manage, including researching, analysing, creating, developing and exploiting, digital marketing technologies as a means, and increasingly as a prerequisite, for maintaining and developing relationships with consumers and with other elements of their environment. The listed activities and tasks imply the presence of specialists suitable for different levels - executive, expert, middle manager and senior manager. Organizations need managers and experts in all areas of digital marketing including, but not limited to, search engine marketing, social media advertising, email marketing, use of chatbots, influencer marketing, and mobile technology in marketing.

The main objective of the Master's programme in Digital Marketing and Transformation is to prepare highly qualified specialists for expert, middle managerial and senior managerial level who are able to formulate, research and analyse unstructured problems related to the digital environment of the organisation; are able to develop and apply research tools specifically designed for the digital world; and are able to propose and justify non-standard and creative digital marketing decisions based on the

Additional learning objectives of the Digital Marketing and Transformation programme are:

• to deepen and further develop knowledge in marketing logic and philosophy to a specialist/expert level;
• building and enriching knowledge of the application of digital technologies in all areas of marketing;
• building and further developing knowledge and skills to search, evaluate, process and analyse large amounts of structured and unstructured data in order to formulate and implement digital marketing strategies and non-standard solutions to marketing problems arising in the digital world;
• building and further developing knowledge and skills for middle and senior management in the field of digital marketing, including decision making; for the selection and management of human resources in the field of digital marketing; for leading the processes of developing and implementing digital marketing strategies and programmes; for assessing the performance of individuals, teams and organisations based on a set of digital marketing metrics.

PROFESSIONAL REALIZATION AND OPPORTUNITIES FOR FURTHER TRAINING

The Master's programme in Digital Marketing and Transformation opens the door for both business and management of digital marketing activities of non-profit organisations. The excellent career opportunities are due to the knowledge, skills and competences to analyse problems and propose workable solutions using the tools and techniques of marketing in a digital environment.

With their knowledge, skills and professional competences, graduates of the Master's degree in Digital Marketing and Transformation are well prepared to take up expert and middle management positions, and in the future - senior management positions, in a wide range of organisations: bodies of state and local government (ministries, committees, agencies, regional administrations); large, medium and small companies, holdings, associations, corporations; public and private organisations in the fields of health, education, social activities; financial institutions (banks, stock exchanges, public They can also work in specialized marketing service agencies: digital advertising agencies, digital PR agencies, media planning agencies, direct marketing agencies, consulting and auditing companies in the field of digital marketing, etc.

Graduates of the Master's programme in Digital Marketing and Transformation can also continue their development as PhD students in universities, institutes and research centres.