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Master of Marketing
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  • Master of Marketing

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 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
UOWD's Master of Business
View Program Structure
  • Academic Requirements
  • Application Procedures
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 2nd 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:

  1. The issuing University and/or recognised authority for tertiary education in the host country in which you completed your education
  2. The Ministry of Foreign Affairs in the host country
  3. 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 specialised 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 organised 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.

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

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.

Capstone

This subject focuses on the role & practice of marketing research in marketing. Marketing research can be defined as the systematic collection, analysis and interpretation of data about market-related and other consumer behaviour, using research methods derived from the behavioural & social sciences. Marketing research is an important means through which all types of organisations can obtain reliable and valid information about their markets, customers or clients in order to inform their marketing-related decisions. This subject will provide an overview of marketing research as an applied practice and will emphasize the practical aspects of doing research to meet client needs. It will cover the marketing research process beginning with client consultation and research design, as well as data collection, data analysis and report preparation.

Elective Subjects

Students are required to choose an additional TWO 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.

 

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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Faculty

Dr Munyaradzi Nyadzayo

Associate Professor

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Dr Prakash Vel Kumar Shankar

Associate Professor

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Dr Sourjo Mukherjee

Assistant Professor

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Similar Career Paths

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