Master of Marketing

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

18 - 24 months
10 - 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 becomes entrenched in technological advancements and evolves, we witness the need for high skilled marketers rapidly increasing. LinkedIn reports show that the two most in-demand marketing skills that employers look for are digital advertising (45%) and content creation - curation (42%). Furthermore, the US Bureau of Labor Statistics (BLS) reports that digital marketers are offered salaries higher than the national average. As a program grounded in marketing within the digital age, the Masters of Marketing degree in Dubai at UOWD prepares students for careers in a new economy – a world where technology, decisions, and action become intertwined.

Organizations are looking for marketing specialists that can apply their knowledge and perspectives along with a technical skill set to make a difference where they operate. Our Master of Marketing degree provides students with an in-depth understanding of key marketing perspectives and advanced digital marketing and research tools.

Taught through lectures and hands-on exercises, students also get opportunities to learn by working with real businesses dealing with current issues. Key areas include developing digital media strategies and content creation, application of data analytics to market research and consumer behavior, gathering insights, and developing effective business solutions.

Students are provided with a skill set to strategize, analyze, advertise, and communicate with its audience in various marketing areas including digital marketing, brand management and marketing communications.

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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
TOEFL Computer based	213 with a 4.0 TWE/Essay Writing
TOEFL* International paper based	550 with a 4.0 TWE/Essay Writing
EmSAT Achieve English	1400

Note: Students who have achieved an overall Academic IELTS score of 6, but with a minimum of 5 in reading and writing for their relevant program, may opt to take Academic Writing as an additional subject during their first semester at an additional fee of AED 1,050/USD 286. A 50% pass rate is required to clear the post enrolment condition. Alternatively, the student may opt to retake the IELTS test.

* Students admitted under this criterion must complete the test at AMIDEAST.

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 offers a unique approach to evaluate marketing theories and frameworks, design projects using market research tools and position products and services for the market. Alongside a foundation in the specialized knowledge and skills related to marketing, you will also have opportunities to understand the real challenges facing managers and organizations in marketing in the global marketplace and apply what you’ve learned in practice. The program is organized around three key themes:

Business & Marketing Subjects

Common Business 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.

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.

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 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

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.

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.

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.

Capstone Project

Students will conduct a project related to an organisational context in order to develop their research skills. Students will communicate their findings orally and in writing. Projects will be allocated by the Subject Coordinator. Variations may be approved by the Program Director, provided the subject and course learning outcomes are achieved.

Note: All students commencing in Autumn 2023 onwards would be required to complete a Research capstone of 12 credit points

In addition, you will choose any one elective from the approved list below:

This subject will include a background to retailing, the scope of retailing, retailing strategies, merchandise and store management. Particular emphasis will be placed on case analysis in order to bring as much of the real world as possible into the classroom.

This subject will present various concepts and tools for analysing international marketing strategies, and evaluating the marketplace (competitors, external environment: cultural, economic, technological, political/legal, marketing opportunities, etc.) Specifically, the focus will be on developing, evaluating and implementing international marketing strategic plans at the corporate, regional and local levels. By learning the theory and practice, the student will obtain a good conceptual understanding of the field of international marketing as well as become firmly grounded in the realities of the global marketplace and strategy development. Case studies and videos exemplifying both successful and unsuccessful strategies are utilised as key tool learning tools.

The aim of the subject is to introduce the graduate student to a theoretical and practical perspective of the service industry, its marketing implications, and managing buyer-seller relationships. The subject is intended for students who are interested in how to cope with service competition in a customer-oriented manner. The subject will not only deal with issues relating to managing customers in service firms, but is equally intended for manufacturers of physical goods operating in business-to-business or consumer markets because the importance of service to success is constantly growing for such firms. Because services and relationships are interrelated, the subject will deal with customer relationship management and relationship marketing as well as services management.

Brands are valuable and important assets that can be useful competitive differentiators that need to be considered and managed strategically often over considerable periods of time and across various geographic locations. This subject focuses on brand management that involves developing brands, managing them in the long run and measuring brand performance to help ensure firms sustain profits. By taking this subject, students will be able to learn how to: a) identify and establish brand positioning and values, b) plan and implement brand marketing programs, and c) measure and interpret brand performance.

Increasing marketplace competitiveness driven by higher productivity levels, product variety proliferation, oversupply, demanding customers and globalisation has ushered in the era of shape-up or get run over. End-to-end Supply Chain Management holds the promise of effective response to such a business environment, but only if it is understood and actually applied. This subject therefore places particular emphasis on the interfaces between the 'chain' or 'network' of enterprises engaged in moving products, services, and information, from suppliers through intermediaries to end users/consumers. The early part of the subject focuses on understanding the concepts and principles of supply chain management. Specific supply chain management topics are then reviewed giving emphasis on topics such as customer fulfilment strategies, process thinking, physical flow management, global supply chain design, cost management, alliances and outsourcing and critical supply chain measures. Channel relationships between suppliers, manufacturers, and distributors is also reviewed, particularly as leading organisations are now openly embracing more collaborative behaviour for mutual benefit. Transformational change in supply chains is studied from two perspectives, i.e., re- alignment inside the supply chain itself; and advanced forms of 'outsourcing'. Finally, people management and the building of employee capabilities are considered as well as future supply chain innovation requirements.

This subject provides comprehensive analysis and exploration of probable consequences of contemporary issues in international business environments. Rapid changes in global environments may have a potentially significant impact on international business and the associated home and/or host nations. This subject will explore options for organisations which need to decide how to adjust, reshape and/or reconstruct their strategic directions and their organisation and management structures in order to meet these rapidly evolving complex challenges.

For many companies over 40% of current sales revenue is generated by new products or services that have been introduced within the last three years. This subject is designed to provide students with a thorough understanding of the processes associated with the development and marketing of a new product in today’s complex environment. The focus for this course is the role marketing plays in a systematic and multi-functional, approach to the process of ‘new product development’ (NPD). A key aspect of this course is that students will be treated as members of top management, the ultimate decision makers and will be expected to show a thorough understanding of all the factors affecting new product strategy development, implementation, management and review. In particular, the increasing call for ethical and sustainable new products and services will be a focus of the course. The topics to be covered are: new product strategy, idea generation, opportunity identification, concept evaluation, concept testing, market testing and strategic launch planning.

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.

Master of Marketing

Degree Summary

Program Outcomes

Program Structure

Faculty

Accreditation

Admission Requirements

Duration

Classes commence

Fees*

Enquire Now

Program Selection Guide

Download Program Structure

Program Structure

Accounting and Financial Management

Operations Management

Organisational Behaviour and Management

Principles of Marketing Management

Consumer Behaviour

Marketing Communication

Digital Marketing

Social Marketing

Marketing Strategy

Business Research Capstone

Retail Marketing Management

International Marketing Strategy

Managing Services and Relationship Marketing

Strategic Brand Management

Supply Chain Management

Contemporary Issues in International Business

Creating and Marketing New Products

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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