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Master of Marketing

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

12 - 18 months
8 - 12 subjects

Classes commence

September (Autumn)

January (Winter)

April (Spring)

Fees*

AED 9,415.35 / USD 2,565 per subject
*VAT 5% inclusive

As the business landscape evolves with technological advancements, the demand for skilled marketers continues to rise. LinkedIn highlights digital advertising and content creation as highly sought-after skills, while the U.S. Bureau of Labor Statistics reports that digital marketers earn well above average salaries. The Master of Marketing degree at the University of Wollongong in Dubai is at the forefront of transformative changes in marketing. Grounded in digital, AI, and emerging technologies, it prepares students for a technology-driven economy where decisions and actions are seamlessly interconnected.

The program offers advanced courses such as AI-Driven Digital Marketing and Big Data and Marketing Analytics, providing practical expertise to excel in the current rapidly evolving marketing landscape. Organizations seek marketing specialists who combine creativity, strategy, and technical skills to deliver results. UOWD's Master of Marketing degree offers deep insights into marketing concepts and advanced digital tools through interactive lectures and real-world industry projects.

Key focus areas include digital media strategies, data analytics for consumer insights, and actionable business solutions. Graduates develop the ability to strategize, analyze, and communicate effectively in domains such as digital marketing, brand management, and marketing communications. With its emphasis on digital innovation and technology, the program equips students to lead in a world where marketing and technology converge.

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Program Selection Guide

Entry Requirements

Students applying for a master's degree must have completed a bachelor's degree (or equivalent) at an accredited institution of higher education and have achieved the minimum grades outlined below:

Country	Direct Admission	Probationary Entry* GPA 2.5-2.99 or equivalent	Conditional Entry** GPA 2.0-2.49 or equivalent
Australia	65%	57%	50%
Brazil	7/10	6/10	5/10
China	75%	63%	50%
Colombia	3.5/5	3.25/5	3/5
Egypt	65% (Good)	57%	50% (Pass)
India	50%	45%	40%
	10 Point System: 7.0/10.0	10 Point System: 6.0/10.0	10 Point System: 5.0/10.0
	4 Point System: 3.0/4.0	4 Point System: 2.5/4.0	4 Point System: 2.0/4.0
Iran	14	13	12
Japan	70/100 or 4/5	65/100 or 3.5/5	60/100 or 3/5
Jordan	70%	60%	50%
Kenya	50%	45%	40%
Lebanon	11	10.5	10
Mexico	8/10	7/10	6/10
Nepal	50%	45%	40%
Nigeria	50%	45%	40%
Pakistan	50%	45%	40%
Russia	Average of 4	Average of 3.5	Average of 3
South Korea	80/100	75/100	70/100
UAE	3	2.5	2
UK	2^nd Class Honours with lower division (or min 50%)	45%	Pass (or min 40%)
USA	3	2.5	2

* Applicants with a bachelor’s degree in the relevant field of study, or its equivalent, with an overall GPA between 2.5 and 2.99 (on a 4.0 scale) may be conditionally admitted to a master’s program, only if they meet the necessary English language requirement. Such students must take a maximum of 18cp of subjects studied for the master’s degree during the period of conditional admission and must achieve an overall WAM of 55 in their first 3 subjects at the University. Students who fail to achieve this standard may have their enrolment discontinued.

** Applicants with a bachelor’s degree in the relevant field of study, or its equivalent, with an overall GPA between 2.0 and 2.49 (on a 4.0 scale) may be conditionally admitted to a master’s degree, only if they meet the necessary English language requirement and they will be required to complete a maximum of 18cp remedial non-credit bearing subjects prior to enrolment in their chosen Master’s degree. Students must achieve a minimum WAM of 55 in these subjects in order to progress to the master’s degree or may have their enrolment discontinued.

Note:

[1] Unless otherwise stated, the entry requirements above are based on Section I institutions. Further details on alternate entry requirements can be obtained by contacting the Admissions department.

English Language Requirements

At UOWD, all classes are taught in English and in order to enrol in a master's degree you will need to submit one of the following certificate of English language proficiency:

English Language Test	Entry Score
IELTS Academic	Overall score of 6.0 with 6.0 in Reading and Writing and 5.0 in Listening and Speaking
TOEFL Internet-based	79 with not less than 20 in Writing, 18 in Reading, 17 in Listening, 16 in Speaking
Pearson Test of English (PTE) Academic	54 over all with Minimum 54 PTE Communicative Skill Scores

Credit for Prior Learning

In some cases your prior learning may be recognised by exempting you from completing specific subjects at UOWD on the basis of work you have already completed at another recognised institution or if you have a completed a bachelor degree in a relevant area from an accredited institution. In the case of Master of Marketing, credit for prior learning may also be considered if you have a UOWD Graduate Certificate in Business.

If you are seeking credit for prior learning, you will need to submit an official academic transcripts showing all courses studied and the grades obtained, syllabus details (including information on course content) for the courses you have successfully completed and an explanation of the grading system, or proof of your work experience or further training. Your eligibility for Credit for Prior Learning will be decided in consultation with UOWD's Faculty Offices prior to the beginning of the program.

To make an application for your chosen program, complete the online application form and submit it along with all your supporting documentation (see below) prior to the application deadline.

Late applications may be accepted subject to the availability of places but applicants are encouraged to apply as early as possible.

Supporting Documentation

The following records are required to process your application. Please ensure that all these documents accompany your UOWD application for admission form submittal:

The original transcripts of your bachelor’s degree results
A Certificate of Completion

(If the above documents are not in English, a certified English translation is required)

Proof of your english language proficiency

(Note: Results from IELTS & TOEFL tests must be sent to the University directly from the IELTS or TOEFL testing centres quoting the UOWD institution code IELTS: AE109 / TOEFL: 7907)

Your current resume or CV
A copy of your UAE ID card (if applying from within the UAE)
A copy of your passport (and Residence Visa, if resident in the UAE).

Additionally, if you are seeking advance standing in your chosen program:

Certified copies of official academic transcripts showing all courses studied and grades obtained, syllabus details (including information on course content) of the courses you successfully completed and an explanation of the grading system.

Attestation of Documents

Applications are required to obtain attestation / equivalency of their bachelor’s degree from the UAE Ministry of Education. The attestation / equivalency process is dependent upon whether you completed your bachelor’s degree within the UAE or outside the UAE.

If the bachelor’s degree was completed outside UAE, you must have your bachelor’s degree and transcripts/mark sheets certified by:

The issuing University and/or recognised authority for tertiary education in the host country in which you completed your education
The Ministry of Foreign Affairs in the host country
The UAE Embassy in that host country OR the Embassy of the host country in UAE must attest the authenticity of the documents and attestations.

Additionally, the UAE Ministry of Education must issue an Equivalency Certificate. Applicants must have a valid UAE residency visa when applying for an Equivalency Certificate. In special cases where complying with conditions (2) and (3) are not feasible, the certificates may be verified against originals by Embassies in the UAE and the UAE Ministry of Foreign Affairs.

If you are unable to secure the Equivalency Certificate(s) as outlined above will be asked to sign a “Consent to Provide Documents” form agreeing to secure the equivalency. You will be permitted to commence your studies at UOWD, but will be given a maximum of one semester to obtain the equivalency certificate(s). UOWD reserves the right to take appropriate action against any applicant who cannot secure the appropriate documentation in this time, which may result in the termination of the student’s enrolment at UOWD.

For more information or assistance on attesting documents from outside UAE, click here.

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Program Structure

The Master of Marketing requires the successful completion of 72 credit points of subjects. The foundation subjects should be completed within the first two sessions of study. However, if you have completed a bachelor's degree in Business or Commerce or a UOWD Graduate Certificate in Business, you may be able to complete the program in a total of eight (8) subjects in line with UOWD’s policy on Credit for Prior Learning decided in consultation with UOWD’s Faculty of Business office prior to the beginning of the program.

The foundation subjects should be completed within the first two sessions of study and; the capstone subject, BUS 922 Business Research Capstone should be completed within the final session of study.

Business & Marketing Subjects

Business Foundation Subjects

This subject is a foundation subject and is intended for those who need to obtain some introductory understanding of the principles of accounting and financial management. No previous knowledge or experience is assumed. The subject will introduce you to the role that effective financial management makes within an organisation. The aim is to increase your proficiency in the use of the accounting data that you receive in your work environment, as well as making you aware of the basis on which key financial decisions are made. You will be introduced to the basic concepts of financial decision-making and the role of financial management in organisations. The concepts and techniques introduced are intended to assist you in the use and interpretation of accounting data and allow you to become better acquainted with the planning and controlling of resources you have at your disposal.

This subject provides a comprehensive overview of management process and organisational behaviour for students to understand the foundations of management theory and the nature of human behaviour operating within organisations. The subject covers the history and contemporary analysis of management theory and concepts relating to: individual, group and organisational processes within business contexts. This subject enhances student’s fundamental knowledge and learning skills in problem solving and decision making required to successfully engage with and complete further subjects within their postgraduate management degree. This subject also develops students’ communication and teamwork skills and application of knowledge to analyse, consolidate and synthesise complex information.

The subject highlights the growing importance of operations management to all types of businesses/industries. Operations management is the science and art of ensuring that goods and services are created and delivered to customers' expectations in full and on time. Additionally, it provides early insights into the content of the Master of Science reviewing areas such as Supply Chain Management, Quality Management and Project Management. This subject enhances students' fundamental knowledge and learning skills required to engage within Postgraduate learning successfully. The subject also develops students' reflective skills and ability to analyse, consolidate and synthesise complex information in problem solving and decision making.

The subject examines the concepts underpinning the marketing process and theories relevant to the study and practice of modern marketing science. Key concepts covered include the creation and delivery of customer value, customer retention and return on marketing investment, marketing's role in an organisation as defined by the overall strategic plan, and its integration with other functional disciplines within the organisation, elements of marketing plan, competitor analysis and strategies, marketing environment, marketing research, consumer and business buying behaviour, strategic nature of segmenting markets, targeting, and positioning brands, marketing mix decisions, and marketing ethics and social responsibility. The subject provides a foundation for the development of effective market-oriented managerial thinking, communication and team-work skills.

Specialisation Subjects

Students are required to choose an additional FOUR Subjects from the list below:

This subject examines the fundamentals of digital marketing in order to provide a solid foundation on digital marketing strategy, implementation and execution. This grounding provides a detailed understanding of all digital channels and platforms to key applications in marketing such as research, adding value in the areas of product, distribution, pricing and promotion. A key focus is the link between delivering positive user experiences and developing customer relationships over time.

MARK 901 is a prerequisite for a highly recommended elective subject ‘AI Driven Digital Marketing’, which explores the transformative role of Artificial Intelligence in digital marketing, equipping students with advanced skills and hands-on experience in leveraging AI-based tools such as chatbots, predictive analytics, and content generation platforms to create impactful marketing strategies. Building on foundational knowledge from Digital Marketing (MARK901), AI Driven Digital Marketing’ delves into the strategic integration of AI-driven processes to enhance consumer engagement, optimize campaigns, and navigate challenges in the fast-evolving online marketplace. Through a holistic and practical approach, students gain expertise in using AI for interactive media, search engine marketing, consumer retention, and anticipating future trends, preparing them for the dynamic demands of the digital marketing landscape.

Students will design their own social marketing campaign, demonstrating the strategic choices a senior executive needs to make when attempting to change strongly ingrained behaviour or firmly held beliefs in a manner that benefits individuals and society at large. This subject will use a case-study approach to teaching the key concepts and skills of social marketing, drawing on current and historic Australian and international campaigns. Examples of social marketing include campaigns to reduce or prevent smoking, alcohol consumption, drug use, domestic violence and unsafe driving.

Marketing strategy is a process that can allow an organisation to concentrate its resources, human and financial on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A key aspect of this subject is that students will be treated as members of the 'senior management executive' throughout the course and will be expected to show a thorough understanding of all the factors affecting marketing strategy decision making. Drawing heavily from theory this subject focuses on the manner in which strategy is developed. While still having a heavy focus on the marketplace and competitor analysis, we will examine which stakeholder influences affect strategy formulation and how organisations are responding to the new media age where there is increasing scrutiny from a variety of special interest stakeholder groups who expect them to act in an ethical and socially responsible manner.

Consumer Behaviour involves gaining a greater understanding of the consumers as individuals by studying the influence of perception, learning and memory, motivation, attitudes and attitude change on their behaviours. Other lifestyle influences are also considered such as demographics, household structure, group influence, social stratification and cultural variance. Additionally, the content of this subject focuses upon consumers as decision makers, involving an examination of the entire purchase process. All of these components are examined in relation to how they can be influenced through marketing strategies. Other areas explored include how marketing practices can be used to influence consumer behaviour for the benefit of society as a whole (social marketing) rather than purely for commercial gain.

This subject covers theoretical and practical considerations of marketing communications. It includes the range of promotional tools an organisation may use to position the organisation’s brand in the minds of different stakeholder audiences, relative to competing brands, and enhance the organisation’s brand equity, whether the organisation is a commercial, non-profit, or social entity. These tools include advertising, sales promotions, direct marketing, sponsorship programs, personal selling, publicity and public relations.

The subject introduces big data and marketing analytics tools and models for marketing decision making. The rise of big data creates an opportunity to make marketing more scientific and data driven. Using marketing theories and practical exercises, students learn various descriptive, predictive and prescriptive techniques. Based on case studies, this subject allows students to make marketing decisions by understanding the relationship between data, models and marketing outcomes.

Capstone

In this capstone subject, students will plan and undertake a strategic research project, applying appropriate research methods to design, collect, and analyse data on an approved business topic. They will draw on specialised knowledge from relevant discipline(s) to critically assess findings and develop innovative, evidence-based solutions to complex challenges. Throughout the subject, students will present their ideas and recommendations clearly to both specialist and general audiences through oral and written communication, while ensuring their decisions reflect principles of social responsibility.

Elective Subjects

Students are required to choose an additional THREE Elective Subjects at 900 level, each worth 6 credit points, can be chosen from any of the business specialisation in line with the official degree planner (excludes MBA and some specialised 900 level subjects).

This Advanced Digital Marketing course covers the strategic roles played by digital marketing processes and tools in the development of the overall marketing strategy and digital plan. It provides an analytical and in-depth understanding of intermediate to advanced principles of digital marketing. This course, as compared to its prerequisite, focuses on building more advanced skills and exploring the potential uses of AI-based tools for understanding the use of interactive media, the online marketplace, challenges associated with consumer communication and retention methods through online media, marketing through major search engines, and the anticipated developments in digital marketing.
This Advanced Digital Marketing course examines the transformative role of AI in modern marketing, integrating AI-powered tools in the digital processes and plans. It provides an analytical and in-depth understanding of intermediate to advanced digital marketing principles, with a strong emphasis on AI-driven insights and automation. The course, as compared to its prerequisite, focuses on building more advanced skills and explores how AI enhances interactive media, consumer communication, digital advertising, SEO, content creation, and data-driven marketing strategies. By leveraging AI technologies, students will gain hands-on experience in personalizing customer experiences, optimizing marketing performance, and understanding future trends in AI-driven digital marketing.

*Highly recommended Elective Subject

Program Outcomes

Prestigious and Accredited Degree: Upon completion of the program, all students will get a Master’s degree from University of Wollongong Australia, a university in the top 1% of the world universities, accord to QS World University rankings. This degree is fully accredited in the UAE by Commission for Academic Accreditation (CAA) and Knowledge and Human Development Authority (KHDA).
Career Ready Skills: Graduates will be able to create and execute digital/traditional marketing plans, use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) for website optimization, use data analytics to generate website traffic, increase brand awareness and conversions. They will also be able to utilize fundamental communication skills across various media platforms, effectively conduct social media marketing, evaluate marketing information systems, and use market research to contribute to business decision-making.
Doctoral Study Opportunities: Should students wish to pursue further research after completing this Master’s degree, UOW Dubai offers a PhD program under the Faculty of Business.
Global Career Opportunities: On completion of our Master of Marketing program students will have a portfolio of work that demonstrates their competence and employability, placing them in a position to pursue a variety of marketing and management careers on a national and international level. The program's graduates will be well-positioned to pursue a career in specialized roles such as Digital Marketing Specialist, Search Engine Marketing Specialist, Social Media Manager, Marketing Research Manager, Brand Manager, Brand Manager, Creative Agency Manager.

Accreditation and Recognition

All degrees at the University of Wollongong in Dubai are accredited by the Commission for Academic Accreditation (CAA) of the UAE Ministry of Education and are licensed by the Knowledge and Human Development Authority (KHDA). In addition, the degree is quality assured by UOW, which is registered with the Tertiary Education Quality and Standards Agency (TEQSA), the national regulator of the higher education sector in Australia.

Also, all business degrees of the University of Wollongong are accredited by The Association to Advance Collegiate Schools of Business (AACSB).

Students will be issued a UOW Australia degree upon graduation.

Professional Accreditation

Association to Advance Collegiate Schools of Business (AACSB)

AACSB

The Association to Advance Collegiate Schools of Business (AACSB) provides an international seal of approval for business programs that ensures the educational needs of students are met through high quality, continuous improvement and excellence in education. This globally recognised accreditation has been awarded to only the top five percent of the world’s business schools.

Chartered Institute of Marketing, UK (CIM)

Chartered Institute of Marketing

The program is accredited by the Chartered Institute of Marketing, UK (CIM). As per this accreditation, students graduating from the Master of Marketing degree are given direct entry to the Diploma in professional marketing of CIM, with exemption. CIM qualifications are highly sought after by employers and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Dr Rumaila Abbas

Assistant Professor
Discipline Leader (Marketing)

Dr Rumaila Abbas joined UOWD in 2022 and is currently an Assistant Professor of Marketing and the Marketing Discipline Leader. Rumaila completed her PhD in Marketing at the University of Guelph in Canada, where her research was recognized as one of the top marketing dissertations in Canada.

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Master of Marketing

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

Classes commence

Fees*

Enquire Now

Program Selection Guide

View Program Structure

Program Structure

Business Foundation Subjects

Accounting and Financial ManagementACCY801 | 6 cp

Organisational Behaviour and ManagementMGNT803 | 6 cp

Operations ManagementOPS 802 | 6 cp

Principles of Marketing ManagementMARK804 | 6 cp

Specialisation Subjects

Digital MarketingMARK901 | 6 cp

Social MarketingMARK920 | 6 cp

Marketing StrategyMARK935 | 6 cp

Consumer BehaviourMARK936 | 6 cp

Marketing CommunicationsMRAK940 | 6 cp

Big Data & Marketing AnalyticsMARK902 | 6 cp

Capstone

Business Research CapstoneBUS 922 | 6 cp

Elective Subjects

AI Driven Digital Marketing*MARK916 | 6 cp

Program Outcomes

Accreditation and Recognition

Professional Accreditation

Association to Advance Collegiate Schools of Business (AACSB)

Chartered Institute of Marketing, UK (CIM)

Dr Rumaila Abbas

Faculty

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