Master of Science in Digital Marketing Management

Introduction

The Master of Science in Digital Marketing Management (MDMM) programme is a mature programme that is offered by most, if not all, Business Schools world-wide. However, the content varies from programme to programme depending on the context in which the degree is designed. This degree is designed to meet the marketing management needs of a wide range of people.

Rationale

The current business environment is characterised by rapid changes in the business models companies are using to attain efficiency and effectiveness. This is characterized by the use of Information Communication Technology in the 4IR which has been used by business to disrupt and to change the way business is conducted. As a response to the impact of the advent of the 4IR there has been a corresponding need to align the way marketing management is taught. This has been necessitated by the fact that consumer communities are emerging with a lot of power to create brand equity. This dictates that marketing moves from the traditional marketing philosophies to marketing in the 4IR. This will be in line with the need to align marketing to contribute more to the vision of the 8NDP which is anchored on Economic Transformation and Job Creation through implementation of interventions to enhance production and productivity in the agriculture, tourism, mining and manufacturing sectors. The role of the contribution of marketing in the economic growth of Zambia in the 4IR is enhanced in this proposed MSc in Marketing programme.

Further, today’s life is characterized by globalization, a phenomenon that is understood as the free movement of goods, services and people across many borders without hindrances. Factors such as religion, culture, race, gender, nationality, trade tariffs and quotas make it difficult for such a movement; however, advances in technology, especially in communications, have helped to advance globalization. The consequence of this is a global village that is characterised by a common taste in the type of goods and services that people consume and the way they behave in doing so.

The resulting changes in business models that are used by businesses has necessitated the need to introduce a Master of Science in Digital Marketing Management degree which is aligned to the 4IR. In the current business ecosystem, adaptation is key to survival and marketing in the 4IR provides that needed adaptation.

Aims of the programme

The aim of this programme is to equip students with knowledge and skills in order for them to carry out general and specific marketing management functions appropriate in the 4IR era, both on the local and global marketplace.

Objectives of the programme

This programme is designed to:

1. expose students to the fundamental theories, concepts, principles and practices of managing the marketing function particularly in the digital era were emphasis is placed on building business competencies on technological abilities.;
2. impart into students the critical abilities of analysis, interpretation, evaluation and judgement as applied to digital marketing management, taking into consideration the different cultural and global needs of the business environment;
3. equip students with knowledge of financial and business performance models and how to apply those models to help solve organizational problems;
4. enable students appreciate digital marketing, various digital marketing platforms and how to identify the most effective online media for placing their products and services online; and
5. equip students with knowledge and skill in research for solving business and marketing problems.

Programme Learning Outcomes

By the end of the programme, students should be able to:

1. demonstrate a thorough grounding in the fundamental theories, concepts, principles and practices of digital marketing management;
2. demonstrate the critical abilities of analysis, interpretation, evaluation and judgement as applied to the marketing management theory, taking into consideration the different cultural and global needs of the business environment and impact of the 4IR;
3. evaluate the financial and business performance of organisations, including group companies;
4. evaluate and recommend winning marketing strategies for the needed efficiency in the organizations in the public and private sector.

Level of Qualification and Articulation in the Zambia Qualifications Framework

ZQF level:9

At this level, it is expected that the graduate shall:

1. demonstrate comprehensive and systematic understanding of key aspects of marketing management including acquisition of coherent and detailed current and new knowledge;
2. accurately deploy established techniques of analysis and enquiry within marketing management;
3. demonstrate advanced knowledge and application of research principles and methods applicable to digital marketing management;
4. systematically and creatively deal with complex issues. Make sound judgements in the absence of complete data;
5. autonomously plan and implement tasks to help in solving orgnaisational challenges;
6. analyse critically, reflect on and synthesise complex information, problems, concepts and theories related to digital marketing management;
7. demonstrate originality in developing or applying ideas in varied contexts;
8. evaluate methodologies and develop techniques of them and, where appropriate, propose new hypothesis;
9. communicate information, ideas, problems and solutions to both specialist and non-specialist audiences;
10. manage self-learning, and make use of scholarly reviews and primary sources;
11. possesses qualities, ethics and transferable skills necessary for utilisation in varied contexts requiring:

• The exercise of initiative and personal responsibility
• Decision – making in complex and unpredictable situations.
• Independent learning ability required for continuing professional development.
• Enquiry reasoning.

12. undertake further study and /or training; and
13. demonstrate autonomy, expert judgement, adaptability and responsibility as a practitioner or learner.