The Master of Business Administration with a concentration in Digital Marketing meets cutting-edge local and international market requirements for understanding the dynamic and ever-changing world of social media and smartphones. The courses equip students to understand digital data analytics and develop appropriate strategies that emphasize accountability and context. Learners will be able to expand their academic and professional knowledge of digital marketing and explore its various categories, including product and service promotion. This innovative program emphasizes the importance of upgrading traditional marketing functions and leveraging emerging social media platforms.

Students eligible for this program are those who have successfully completed an undergraduate academic program in business administration (i.e. holders of a bachelor’s degree) and wish to pursue graduate studies in one of the concentrations offered within this advanced master’s degree program.

The teaching methods for the different modules and courses at the Antonine School of Business (ASB) are based on a curricular perspective, mainly targeting knowledge building as well as competency and skill development. These methodologies prioritize course content and are not restricted to a single teaching pattern, promoting a learning environment that embraces a social constructivist approach.

Faculty members are keen on the process of transmission and acquisition of course content. Moreover, the knowledge construction process systematically takes precedence over all other aspects. The epistemological position of instructors takes into account the diverse economic and social backgrounds of learners.

The assessment system for course modules at the ASB allows students to progress at their own pace while considering the overall learning progress of the group. Assessment modalities are centered around 3 main categories: diagnostic, formative, and summative. The learning assessment is mainly conducted through continuous written tests throughout the academic semester. Partial examinations provide students with opportunities to redefine their progress and adjust their academic performance accordingly.

Courses include projects and research work prepared individually or in groups. Oral presentation and communication skills are often emphasized, taking precedence over other assessment modalities in several practical teaching units. The evaluation process ends with a summative assessment, where students take final examinations for each subject at the end of each academic semester.

Common to the Master Program

• MSB1: Equip graduates with the management knowledge required to assume semi-senior and senior roles in organizations across various fields, with a particular emphasis on their chosen concentration.
• MSB2: Build the fundamental skills needed to establish and manage a private business.
• MSB3: Strengthen graduates’ research, business analysis, and publication competencies.

Specific to the Program

• MDM1: Develop a strong understanding of the importance of digital tools in marketing and business promotion in the modern era.
• MDM2: Comprehend the utility and functionality of social media and its significant role in shaping consumer perceptions and aspirations.
• MDM3: Understand the dimensions of digital communication and its media in positioning brands and shaping the future of organizations and consumers.

The jobs targeted by this program include the following management responsibilities and functions:

• Marketing
• Sales
• Social media management
• Communication
• Consultancy in related fields