APBS

Master’s Degree in Digital Marketing & Communication

Program overview

This Master’s Degree enables the students to understand the challenges of digital economy for
brands, marketing and communication, in order to define and implement effective policies. The
student will master the main areas and techniques of digital marketing (e-mail, SEO, publicity
campaigns, social media marketing, conversion tactics, mobile marketing, etc.).

FOUNDATION COURSES

Semester 1

Semester 1

– Understanding the digital
– Connected e-commerce
– IT & Operational Training 1: Visualization and Analytics

– Management accounting
– Culture and Soft Skills 2: English
– Managerial Economics
– Organizations & people
– Interdisciplinary seminar I
– (Optional : Oil & Gas Track) Oil and Gas Finance and Risk Analysis
– (Optional : Banking Services Track) Contemporary Issues In Banking
– (Optional : Pharmaceutical Industries Track) Managing the Pharmaceutical Sales Organization

Semester 2

Semester 2

– Digital Project Management
– Business games
– ERP APPLICATION AND BUSINESS PROCESS DEVELOPMENT

– Culture and soft skills 2: Professionalization workshop
– Culture and Soft Skills 3: Communication in a Business Environment
– Strategic Management
– Finance for managers
– (Optional : Oil & Gas Oil Track) Managing Projects and Optimizing Oil & Gas Operations
– (Optional : Banking Services) International Banking
– (Optional : Pharmaceutical Industries) Pharmaceutical Marketing Research

Semester 3

Semester 3

– Digital Strategies & Brand Strategies
– e-Marketing plan & e-Communication plan
– The digital consumer and how to improve the user experience
– On-line studies
– Financial management
– IT & Operational Training. : Practical Toolbox for Managers
– Human resources management
– Interdisciplinary seminar II
– (Optional) Acquisition, Conversion and e-Customer Loyalty
– (Optional) Retail Marketing
– (Optional) Data driven Marketing and Digital Communication

Semester 4

Semester 4

- Internship
The most important element of internships is the integration of classroom knowledge and theory with practical application and skills.
Some of the benefits of internships for students include:
Professional experience.
Research experience.
Access to a variety of assignments and departments.
Mentoring.
Assistance with career goal orientation.
Creating a professional network.
Building a strong resume.
Obtaining good references and recommendations.