Program Overview

MSc Digital Marketing & Analytics

The MSc Digital Marketing and Analytics programme develops forward-thinking, data-driven marketing professionals capable of leveraging emerging technologies, AI, and advanced analytics to drive customer engagement and business growth. The programme integrates cutting-edge digital marketing practices with strategic decision-making, analytics, and performance measurement, equipping students with the expertise to design, implement, and optimise marketing campaigns in an increasingly digital and global landscape.

Programme Modules

• Global Marketing Management and Digital Strategy (15 Credits)
  • This module aims to provide students with a comprehensive understanding of marketing management and digital strategy in a global business context.
• Marketing Analytics and Visualisation (15 Credits)
  • The module aims to develop and equip students with the analytical and data-driven decision-making skills necessary for generating consumer and brand insights to inform effective marketing strategies.
• Customer Experience Strategy & UX Design (15 Credits)
  • The aim of this module is to equip students with the strategic and design-driven skills necessary to create exceptional Customer Experience (CX) and User Experience (UX) that differentiate businesses in today's competitive landscape.
• Intelligent Marketing: AI & Emerging Technologies (15 Credits)
  • This module aims to equip students with the strategic knowledge and practical skills to harness AI and emerging technologies for marketing innovation and creativity.
• Digital Marketing Lab: Tactics, Tools, and Campaigns (15 Credits)
  • The aim of this module is to provide students with hands-on, practice-based experience in executing digital marketing campaigns using the latest tools, tactics, and industry best practices.
• Digital Marketing Analytics (15 Credits)
  • The aim of this module is to develop students' ability to apply digital analytics techniques to optimise marketing performance, enhance customer engagement, and drive strategic decision-making.
• Practitioner Perspectives (15 Credits)
  • The module aims to immerse students in diverse marketing practitioner perspectives providing insights into contemporary challenges, trends, and best practices from industry leaders, global brands, and innovative businesses.
• Capstone Research Project (60 Credits)
  • The Capstone Research Project module aims to equip students with knowledge and skills to undertake an independent research project, applying rigorous research methods to explore contemporary business challenges, opportunities and trends.

Benefits

1. The course is delivered by experienced marketers, prominent researchers, and practice-oriented academics.
2. Unique industry-based residential programme exposing students to industry experts and practitioners.
3. Programme accredited and recognised by the Chartered Institute of Marketing.
4. Each student has the ability to tailor the programme to their own interests and career goals through the selection of optional modules.

Programme Content

The MSc Digital Marketing & Analytics programme is available in Full-time (1 year) and Part-time (2 years) study modes. It includes six compulsory modules, two optional modules, and a 60-credit research project.

Course Overview

• Intake: January, September
• Duration: This programme is taught over 1 year full-time and 2 years part-time.
• Attendance: This programme is offered full-time and part-time.
• Course Leader: Dr Vijay Pujari FHEA FCIM

Entry Requirements

Applicants should normally have:

• A second-class honours undergraduate degree or above in any discipline awarded by a UK university, or
• A second-class honours undergraduate degree or above in any discipline awarded by a non-UK institution that is recognised by the UK National Recognition Information Centre (NARIC) as equivalent to a UK higher education qualification.

English Language Requirements

All programmes at Middlesex University Dubai are taught in English and applicants with previous education outside of English-speaking countries must demonstrate English language proficiency as follows:

• IELTS Academic: 6.0 (with 6 in Reading & Writing, min 5.5 in other components)
• TOEFL Internet-based: 87 (21 in listening & writing, 22 in speaking and 23 in reading)
• Pearson PTE Academic: 59 (with 59 in all components)
• Dubai Campus MDX Internal English Test: 6.0 (with 6 in Reading & Writing, min 5.5 in other components)

Teaching

Classes are held at the Dubai Knowledge Park campus on weekdays (Monday to Friday) from 6:30pm to 9:30pm. Occasional weekend or holiday sessions may also be scheduled with prior notice. Most modules include one session per week, with exceptions noted in the timetable. For the Dissertation, students will work independently.

Future Career and Employment

The MSc Digital Marketing and Analytics programme equips graduates with technical, strategic, and analytical skills to thrive in today's data-driven marketing landscape. Graduates can consider roles such as:

• Digital Marketing Manager
• Marketing Analyst
• Data Analyst
• Brand Manager
• Marketing Consultant

Faculty

The programme is taught by a team of experienced academics and industry professionals, including:

• Dr Vijay Pujari, FCIM SFHEA, Associate Professor, Head of Post Graduate Marketing Programmes
• Rory McConnon, MBA MSC FHEA PMP, Senior Lecturer in Management
• Dr Pallavi Kishore, SFHEA FCCA UAECA, Associate Professor, Head of Accounting and Finance
• Neelofer Mashood, MA MBA FHEA PGCHE, Senior Lecturer
• Dr Sreejith Balasubramanian, FHEA, Associate Professor, Chair, Office of Research

Tuition Fees

• Yearly Fees - January 26: 85,593 (all tuition fees inclusive of VAT)
• Yearly Fees - September 26: 88,161 (all tuition fees inclusive of VAT)
• Scholarships and grants are available. All postgraduate students are eligible for a minimum 10% Postgraduate Study Grant.