Master of Marketing

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 [...]

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.

Key features of the course

  • Preparing scientifically qualified marketing cadres capable of managing marketing activity in business institutions with high efficiency.
  • Providing students with advanced scientific marketing knowledge and concepts to meet their future professional expectations.
  • Providing students with the skills of conducting marketing research and field surveys using a solid scientific methodology.
  • Providing students with advanced quantitative and qualitative methods and techniques necessary to study and analyze contemporary markets (local, regional and international).
  • Providing students with the skills of using databases in planning the organization’s marketing strategy and supporting the marketing decision-making process in it.

The first stage - Compulsory courses 72 Credits

1
Scientific Research Methodology

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.

2
Marketing Analytics

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.

3
Marketing research

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.

4
E-Marketing

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.

5
Integrated Marketing Communications

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.

6
Marketing management in an international environment

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

1
Special Topics in Marketing – Multimedia Marketing

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.

2
Psychology and customer behavior

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.

3
Digital Marketing Strategies

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.

4
Trademarks

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.

5
Social media marketing

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

1
Practical Training

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

1
Master’s Thesis

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

To study a master’s degree at International Suleiman College, applicants must have an undergraduate degree from an accredited university. At International Suleiman College, we believe that a bachelor's degree is no longer enough to compete in the labor market, so we offer high-quality postgraduate programs for anyone who has a bachelor's degree and wishes to achieve their academic and research ambitions.
International Suleiman College provides a study commensurate with the student's capabilities, especially in line with the time allotted daily for study, given that the master's student has practical and social responsibilities. We expect fully taught students to be able to obtain a master's degree within two academic years. We expect students studying partially to be able to obtain a master's degree within 3-4 years of study.
The academic year is divided into four semesters. In each semester, the student is allowed to register a maximum of two research courses and one minimum course with a maximum of 24 credit hours and a minimum of 12 credit hours. Classes are distributed as follows: • The first semester begins at the beginning of the third week of October and ends at the end of the third week of December. • The second semester begins at the beginning of the first week of January and ends at the end of the first week of March. • The third semester begins at the beginning of the second week of March and ends at the end of the second week of May. • The fourth semester begins at the beginning of the fourth week of May and ends at the end of the fourth week of July. • Summer vacation begins at the beginning of August and continues for the third week of October. • After the end of each semester, a two-week vacation is scheduled between semesters.
The tuition fee is £75 per credit hour, • Students are allowed to register a maximum of 24 credit hours each semester and 12 credit hours as a minimum. • The student pays a one-time enrollment fee of 200 pounds when registering with the ISC • The student pays 100 sterling pounds per semester as the registration fee for study subjects. • The iddat hour = four actual hours.
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