Master of Science in Digital Marketing


Program description

The Master of Science in Digital Marketing at MUST University is designed to provide the knowledge and skills needed for the 21st century world of digital marketing. Upon successful completion of the program, students will be able to:

  • Understand the buying behavior of digital consumers.
  • Create digital marketing strategies.
  • Understand the purchase journey of digital consumers.
  • Create digital structures for companies, products and services.
  • Analyze data and make decisions.
  • Integrate content marketing strategies with digital marketing campaigns.
  • Develop scientific studies on topics related to digital marketing.


The primary objective of this course is to help students develop skills and gain experience in analyzing a business’s situation and then formulating, implementing,  and monitoring marketing strategy in a competitive environment. The course will focus specifically on issues such as selecting segments in which to compete, developing meaningful points of differentiation and positioning statements,  allocating resources, designing products, setting and managing prices, developing and managing distribution strategies and developing and managing promotion strategies.

The course addresses the changes in consumer behavior with technological innovation, developing fundamental concepts to understand these changes. It portrays issues about social relationships on the internet, millennium consumers and cyberculture. The course also discusses novelties in the purchasing process, the importance of green marketing and sustainability, as well as the most effective paths for marketing in the digital world, with the production of content for future

Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this course features cutting edge updates on marketing automation, messaging, and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies.

This course demonstrates the steps to building successful content. Topics are
covered such as: direct response, persuasive headlines, how to prepare sales letters
and winning models, sales videos.

This course provides the tools and techniques needed to understand customers, develop solutions, design experiences, rethink processes, and thrive. The course addresses the customer experience and their shopping journey in an integrated manner with business processes.

This course discusses the need and advantages of forecasting demand in any type of company, as well as presenting the main methods used for this purpose. Among the topics covered are qualitative methods of demand forecasting, statistical tools and causal methods used in this type of forecasting. The course also deals with the use of time series of sales data and the application of demand forecast to the service and commerce sectors.

This course addresses the modern way of relating to customers, evaluating the database and a new thinking in marketing, making it possible to understand market needs and deliver, through targeted actions and technology, the added value necessary for the relationship become long-term.

This course presents the scheme or creating business models considering the value chain and understanding customer needs. The course examines different business models, each with its own functionalities.

Target and delight customers with unprecedented accuracy and success, Bring customers closer to the brand and inspire them to engage, purchase, and remain loyal, Capture, organize, and analyze data from every source and activate it across every channel, Create a data-powered marketing strategy that can be customized for any audience, Serve individual consumers with highly personalized interactions, Deliver better customer service for the best customer experience, Improve products and optimize operating systems, Use AI and IoT to predict the future direction of markets.

This course introduces students to digital Low Code platforms. With these content and other learning elements, students are expected to be autonomous for the creation of their business internet pages as well as for the creation of their companies' digital strategy.

Writing for the Behavioral and Social Sciences, Manuscript Structure and Content, Writing Clearly and Concisely, the Mechanism of Style, Displaying Results, Crediting  Sources, Reference Examples, The Publication Process.

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