COURSE CURRICULUM

The MBA Digital Marketing program at ARU provides students with a comprehensive understanding of both strategic management and the evolving digital marketing landscape. Across seven core modules, students explore leadership and strategy, learning to design, implement, and analyse management frameworks to identify competitive positions within various markets. The course places a strong emphasis on digital marketing tools and data-driven decision-making, with modules such as Digital Marketing Data and Analytics guiding students through the selection, monitoring, and interpretation of key performance indicators. Students also develop an in-depth understanding of consumer behaviour and market dynamics, enabling them to identify opportunities and adapt strategies in a constantly changing digital environment. Practical application is central to the program, with assessments designed to build professional skills through work-based assignments, research projects, syndicate tasks, and group presentations. Modules also cover organisational psychology in a social context, finance for decision-making, and entrepreneurial action through a postgraduate major project, equipping students with the knowledge and skills required to lead and innovate in digital marketing initiatives. Graduates leave the program with the ability to combine strategic insight, technical expertise, and analytical capabilities to drive business growth, enhance digital marketing performance, and respond effectively to global market challenges.