MSc in Digital Marketing and E-business

The MSC in Digital Marketing and E-business equips current and future marketing professionals with the skills and knowledge to develop strategic marketing and commerce practices across multiple digital platforms. Through an interactive, learner-centred approach to teaching and learning that embeds theory and practice, students will develop a work-ready education that prepares them to be efficient marketing and business managers within a fast-paced, evolving marketing environment. Furthermore, this Digital Marketing and E-business MSC integrates aspects of international management, preparing students to work effectively in a global context. The defining features of this programme are application of knowledge within the global digital landscape, industry engagement, industry-supported consulting project/Dissertation and work-based learning opportunities.

• Applicants will typically require a Bachelor's degree (Special or Honours) at 2:1 classification or 3.3 GPA minimum in essential subject. Applicants will also be required to have undertaken Independent Research.
• Applicants with non-standard qualifications will be considered on an individual basis, determined by prior study, work experience, professional qualifications, and references.
• All courses at Abertay University are taught in English. If your first language is not English, you will need to demonstrate that you meet our English language requirements.

1. Doctoral Studies (PhD / DBA)

• Progress to a PhD in Marketing, Digital Marketing, E-Business, or Business Management
• Research areas may include:
• Digital consumer behaviour
• E-commerce strategies
• Social media analytics

2. Professional Qualifications Further enhance expertise with certifications such as:

• CIM (Chartered Institute of Marketing)
• Digital Marketing Institute (DMI) certifications

3. Specialized Certifications

• Short courses in:
• SEO & SEM
• Data Analytics / Google Analytics
• UX/UI & Customer Experience AI in Marketing
• 4. Academic Career Pathway Progress into:
• Lecturer / Assistant Lecturer roles
• Researcher in marketing and digital business

5. Industry Leadership & Strategic Roles Advance into senior roles such as:

• Digital Marketing Manager
• E-Commerce Manager
• Brand Strategist

Code	Description	Core	Terms
BMT503	Contemporary Issues in Marketing	Core	1
BMT532	Digital Customer Insight & Experience	Core	1
BMT535	Multiplatform Advertising	Core	1
BMT533	Innovation and New Ideas Creation	Core	1
BMT531	Digital Marketing Communications & Branding	Core	2
MBA514	Business Research Methods	Core	2
MBA512	Research Proposal	Core	2
BMT505	Business Analytics	Core	2
MBA555	Management Investigation	Core	3

E-Business & E-Commerce Roles

• E-Commerce Manager
• Online Business Manager
• Marketplace Specialist (Amazon, Daraz, etc.)
• Digital Sales Manager

Data & Analytics Roles

• Digital Marketing Analyst
• Web & Marketing Analytics Specialist
• Customer Insights Analyst

Branding & Strategy Roles

• Brand Manager
• Marketing Strategist
• Customer Experience (CX) Manager
• Digital Transformation Specialist

Consulting & Agency Roles

• Digital Marketing Consultant
• Account Manager (Marketing Agencies)
• Campaign Manager

Emerging & Leadership Roles

• Product Manager (Digital Products)
• Growth Hacker / Growth Manager
• Startup Founder / Entrepreneur (E-Business)