In response to the urgent need of the markets for marketing cadres who possess advanced scientific knowledge and practical experience, ISC offers a Master in Marketing Management to provide these cadres and support local, regional and international business institutions in them, in order to enhance their capabilities to face the challenges posed by the rapid development in contemporary markets, and support their competitive position in those markets.
Master of Marketing
The first stage - Compulsory courses 72 Credits
The course includes scientific research methods related to defining scientific research and clarifying its importance, types, steps and methods. It also deals with the sources and methods of data collection and methods of data analysis as well as methods of inspection and estimation and all statistical methods that can be used in the processes of analysis and scientific research in the fields of economics and management.
The digital market has provided marketers with more information than ever before, but the information is useless (or worse, misleading) if it cannot be properly and effectively analyzed. This course examines multiple aspects of marketing analytics, including the use of analysis techniques to provide marketing insights and solve marketing problems. Topics include data mining, segmentation, customer modeling, product/feature development, and communicating insights derived from data via data visualization.
Marketers need accurate and timely information in order to derive the kinds of ideas that help make sound marketing decisions and deliver high-quality experiences to various target audiences. Although marketing research can provide this information, the digital market has generated certain challenges and opportunities when it comes to conducting primary research. This course covers marketing research in general, and also explores how the digital environment has affected research practices. The course also covers different methods of data collection, data analysis, insight generation and special research issues related to brand management.
In this course, students learn how different companies and organizations use marketing techniques across websites, social media, mobile, and email. The course explores topics related to lead generation, e-commerce, conversion funnel analysis, AB testing, website development, search marketing, and how online users interact with online content. Finally, the course covers recent developments in online technologies, digital strategies, market segmentation, communication and e-marketing promotion.
Marketing communications are necessary to connect the many components of the marketing exchange process. The growth of digital marketing and social media platforms has changed the landscape regarding how marketers communicate with their different audiences. Marketing messages are no longer just a communication tool, but also a tool for communicating with the audience via search/SEO, engagement and community building. Also, the rapid creation of marketing messages for social media requires marketers to possess similar skill sets that were previously attributed to entire advertising agencies. As such, this course examines the range of communication elements available to modern marketers; The roles of communication content in informing, evoking emotion, storytelling, brand building, message delivery (engagement), and SEO; and tools for measurement.
As the key to management and trade, marketing is the facilitator of exchanges. Ultimately, it includes information flow (between buyers and sellers), product/service innovation (from sellers to buyers), and compensation (from buyers to sellers). Thoughtful marketing planning also requires an understanding of the nature of marketing, buyer and seller decision-making processes and the nuances of the market. It also requires a working knowledge of the analytics behind marketing decisions so that these decisions can be justified. This course covers these topics and more, with extensive coverage of digital analytics, branding, and specific analytics.
Optional courses 24 Credits
One of the most complex challenges facing marketers is the integration of different information and product means. The additional communication opportunities offered by digital marketplaces have also complicated marketers' messaging, product delivery, customer service, and data collection. Effective and proactive management of marketing channels is essential to success in today's marketing environment. This course covers these areas, and guides students through different analytical techniques that will help them understand the movement and integration of both information and products through different marketing channels.
Marketing begins and ends with the buyer, whether the exchange takes place in a B2B, B2C or C2C environment. An essential component of marketing is consumer insight—not only the obvious needs and desires that are on the surface of conscious thought, but also the deeper, and possibly unconscious, motives that drive human behavior on an implicit level. This provides students with a basic understanding of concepts, theories, qualitative knowledge, and quantitative skills, as well as promoting experiential learning through projects and hands-on activities.
Many unaware entrepreneurs consider marketing primarily to focus on the short term and respond to immediate market conditions, while others hail the vague "long-term strength of the brand" as a rationale for massive marketing expenditures. The truth is that marketing is both strategic and tactical. Not only can it respond to market conditions, but it can influence them. This course is designed to help students develop strategic thinking and strategic processes that take into account digital marketing, brand development, and marketing analytics. While many digital marketing strategies will be discussed, the focus will be on developing skills to think strategically, strategically plan and build strategic processes that are effective, efficient, and fast enough to account for market changes in the fast-paced digital environment.
In a world with easy access to information, brands are much more than just identifiers for a particular organization's products. They embody values, help tell stories, and contribute to the identities of their users (and avoiders). This course provides insight into how to create profitable brand strategies by building, measuring and managing brand equity as well as how to address the challenges inherent in customer transparency and professional integrity, the influence of external forces (such as social media) and miscommunication. Brand management challenges in the digital environment are covered, as well as brand-specific analytics.
The world of social media has transferred control of brands from the organization to the general public (or at least to influencers within that general public). As such, marketers have a special need to understand how social media affects brand and product perceptions, as well as how it can be used to build brand communities, promote new ideas, tell stories, and engage audiences. This course covers these topics, as well as studies of the general aspects of social media marketing, metrics assessment, how social media can be used to segment and target markets, and overall social media marketing strategies.
The second stage - Practical Training 30 Credits
In practical training, the student is assigned to teach a virtual course chosen by the college from among the courses studied by the student at the bachelor's level. The student should divide this course from twelve to fourteen brief lectures. The student presents each lecture in the form of a written summary of its topic in Word or PDF format, accompanied by a video recording of it with the student's voice using Power Point, the duration of which is no less than ten minutes and not more than about twenty minutes.
The thrid stage - Master's Thesis 54 Credits
The student submits a request to the university administration to register a master’s thesis, along with a proposed topic in one of the subspecialty tracks.
● If the initial approval of the subject title is achieved, the college council will designate a supervisor to guide and follow up the student in preparing the plan.
● The research plan includes the importance of the topic and a critical presentation of previous studies in it, specifically the research problem, then defining the study's curriculum and its main hypotheses or questions that you want to answer, and the division of the study and its sources.
● The student presents his proposed plan in a scientific seminar, discussing the plan as a topic and an approach.
● The student adjusts his plan based on the professors' observations in the seminar if he is asked to amend.
● After the seminar, the plan is presented to the college council to take its decision regarding the registration of the subject.
● In the event of approval, the college council’s decision is presented to the university council to approve registration, and the registration date is calculated from the university council’s approval date