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Master of arts
(MA)
in Digital Marketing Communication

Master in Arts in Digital Marketing Communication degree was developed in collaboration with Brand Communication Institute (BCI). It offers students to become a part of a network of professionals, academics and classmates from different cultures. During synchronized courses, students can get feedback about their own projects as well as the content of the course.

Key Facts

  • Degree: MA
  • Language: EN
  • Duration: 12-18 months
  • Application Deadline: February 28
  • Study: online
  • Tuition Fee: 10,900 euro
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MA in Digital Marketing Communication Program, with academic and professional skills to manage and develop successful digital communication activities, prepares students for decision-making positions in related fields (digital chief officers, digital marketing experts, managing partners). Graduates are eligible to continue their studies in doctorate degrees, such as Doctor of Arts (DA) or Doctor of Business Administration (DBA).

Modules start at 18:00 CET on weekdays and at 11:00 CET on Saturdays. “Optional” summer semester takes place at the faculty. The modules are spread into 3 semesters. Our lecturers are available for consultations.

Modules are taught only in English.

Modules

Students need to pass 3 core modules, followed by 6 elective modules, and complete Graduation Project. Graduation projects are tutored one-to-one with an academic lecturer. Students can also select courses from MA in Strategic Brand Management program.
The program offers 160 hours of content (60% live courses, interactive case studies | 20% selected articles, reports, e-books | 20% screenings, podcasts, webinars, interviews).

Core Modules

  • Marketing in Digital Space
  • Omnichannel Marketing Communication Management
  • Digital Marketing Case Studies from Boardroom
  • Graduation Project

Elective Modules

  • E-Commerce & Online Business Development
  • Social Media & Content Marketing
  • Consumer Insight and ZMET
  • Digital Brand Building & Behavioural Economics
  • User Experience Design
  • Performance & Search Engine Marketing

CORE MODULES

Marketing in Digital Space

The course focuses on the latest growth-driven marketing practices in digital space. It covers all essential steps: digital marketing strategy creation (brand audit, competitor research, customer insights, persona – positioning creation, goal setting, growth funnel creation), website / app engagement, search engine optimization, content marketing, e-mail marketing, social media marketing, paid media management, earned media management.

After completing the module, students will:

  • gain knowledge of growth-driven marketing and all its owned-paid-earned media channels
  • develop a deep understanding of digital marketing management in a growth-driven marketing environment
  • apply digital marketing tools in a growth-driven marketing environment

Omnichannel Marketing Communication Management

The course focuses on the latest marketing communication practices with an omnichannel perspective. All marketing communication functions – from advertising to digital events – is covered. The course combines theory and practice of marketing communication management. In final projects, students put their knowledge to practice. In order to successfully complete the course, the students work on real projects for a company.

After completing the module, students will:

  • gain knowledge of marketing communication and its functions (advertising, digital PR, sales promotions, event management, etc.)
  • develop a deep understanding of marketing communication management in an omnichannel environment
  • apply marketing communication tools in an omnichannel environment

Digital Marketing Cases from Boardroom

In the course, CMOs and CEOs from various industries present digital marketing case analyses. In keynote presentations, they talk about personal experience, explain how they approached the challenges they faced, describe the tools they utilized and show their best practices.

After completing the module, students will:

  • get familiar with a variety of top-level brands and marketing management challenges
  • apply the use of brand and marketing principles to existing problems
  • discover current digital marketing trends

Graduation Project

In the course, students study an area of their interest to a greater extent. They learn how to coordinate an independent investigation and research. During the course, the students have a one-to-one meetings with their academic supervisors.

After completing the module, students will:

  • gain a deep and focused understanding of an area of their interest
  • write a literary review
  • appropriately support arguments with references or research findings
  • GRADUATE

ELECTIVE MODULES

E-Commerce & Online Business Development

E-commerce, including mobile commerce, not only changes the marketplace, but also changes the way how customers behave. E-commerce and its business development plays a crucial role in digital communication landscape. Therefore, the course teaches how to develop and apply online business plans and understand e-commerce active principles. During the course, e-commerce tips on online platforms (especially Alibaba.com) are provided.

After completing the module, students will:

  • develop and apply online business plans
  • gain knowledge and become familiar with e-commerce landscape
  • learn the ruling principles of e-commerce platforms through case studies.

Social Media & Content Marketing

Students receive an integrative framework in order to develop a social media campaign. They gain the ability to design, manage and track social media marketing activities. They also study marketing communication (Facebook, Instagram) to get practical information and achieve Facebook Blueprint Certification.

After completing the module, students will:

  • gain in-depth knowledge about social media and content marketing
  • gain skills to develop social media and content marketing strategy for various industries
  • develop skills to create social-media or content-marketing campaign

Consumer Insight & ZMET

The course helps students to become disciplined and knowledgeable discoverers of customer insights. The students develop a unique perspective of human behavior, decision-making processes and customer culture. The fundamentals of the course will be supported by ZMET as well as other researched-based case studies and their application on real situations.

After completing the module, students will:

  • gain in-depth knowledge of customer personas
  • analyze and evaluate customer insights
  • apply customer insights in real situations

Digital Brand Building & Behavioral Economics

The course covers digital marketing communication innovations and strategies based on data readings, user behaviors and analyses. Search, customer data and organic data are used to understand how to use the data creatively, how to identify the influences of cognitive processes on behavior and how to apply the outcomes on performance-based marketing actions.

After completing the module, students will:

  • understand basics of cognitive processes and behavioral economics
  • learn how to use digital data in terms of performance marketing communication
  • be able to create an insight and a strategy based on users’ behavior and data

User Experience Design

All the digital professionals have to acquire necessary knowledge and skill set in order to manage user-oriented design and development processes. The course aims to stress the awareness of relevant themes and provide the knowledge and skills necesssary to manage a user interface with solid guidelines. During the course, students are taught research and design techniques used in user-centered research and design process.

After completing the module, students will:

  • understand and analyze the essential concepts of user experience and interaction design
  • take part in an interdisciplinary user experience design project team
  • apply the principles of user experience design in the context of marketing communication and digital product development

Performance & Search Engine Marketing

The course focuses on using the search engine marketing tools to meet marketing objectives. Students learn about search engines and develop skills necessary for performing and evaluating decisions (setting objectives and expectations, segmentation and non-lapping ad groups, effective keywords, metrics for performance measurements, etc.). The students also deeply study Google and get prepared to achieve Google certifications.

After completing the module, students will:

  • gain in-depth knowledge about search engine marketing tools
  • report and evaluate marketing communication activities with the use of search engine marketing tools
  • apply marketing communication activities by using search engine marketing tools

Academically and Professional Qualified Academic Staff

MA was created in collaboration with Brand Communication Institute (BCI).
The course is designed and taught by academically and professionally qualified instructors who give theoretical and practical understanding and knowledge of brand communication. Lecturers are respected international academics and brand communication professionals: world-class keynote speakers, consultants, managers and award-winning academics who have published numerous research papers and books in their area of expertise. Each instructor has worked with various global brands and therefore can introduce a unique experience and personalized approach to the class.

Title of Expertise

MA title allows professionals to advance within their careers and step ahead in a competitive job market of brand communication expertise. The title also solidifies the respect sought by managers, colleagues and customers, while also being recognized as an expert within the industry. In addition, with the brand communication title people can become brand advisors and help the customers to achieve better brands.

Online Live Courses

EIASM offers a real-classroom synchronized online courses. Students can complete their online education successfully anytime when convenient for them. Unlike recorded courses, synchronized courses allow students to ask questions during lessons, get feedback from instructors and as well as classmates’ opinions with different cultures and backgrounds. However, there is still a possibility for international students from different countries and time zones to access the recorded lectures 2 weeks after each class.

Graduation in Shorter Time

Students can obtain MA degree in 1 year. Students can also continue their studies with doctoral degree in order to reach the highest level of expertise.

Brand Projects

Students who want to start their own brands can learn from various real cases and brands. Students can develop their own brands and receive valuable feedback from their instructors.

Certifications

At EIASM, BCI-collaborated courses are offered to a limited number of executives worldwide in order to get expertise in specific fields and provide individual certifications.

Brand Communication Network

Social capital is one of the most important resources one can achieve in their professional life. Studying at EIASM and achieving BCI-collaborated degrees represents an opportunity to build a network of alumni, brand communication experts and professionals all over the world, including highly respected instructors and classmates coming from different backgrounds.

Accreditation

At EIASM, BCI-collaborated courses are accredited by Accreditation Service for International Colleges (ASIC).

 

DR. EREN KOCYIGIT

NBT DIGITAL
Founder and Managing Partner

Kocyigit is the founder of NBT Digital, a London-based growth marketing agency working with brands to ensure sustainable growth performance. NBT Digital has established partnerships with companies such as Hubspot or SAP. Kocyigit’s business has grown impressively.

Besides a fast-growing professional carrier, Kocyigit has Ph.D. degree. He is also a mentor, keynote speaker and lecturer in the field of growth marketing. He works as an adjunct academic in universities such as Middlesex University, University of Birmingham, Istanbul Technical University or Istanbul Bilgi University. He worka also as a keynote speaker and mentor at institutions such as London&Partners, Startupbootcamp, Founder Institute, Innogate, Kworks or SuColl.

DR. ERDEM AKSAKAL

SAP
Director of Marketing for Middle East

Aksakal is a marketing director in technology industry. He worked in companies such as Vestel or Ericsson. He worked in SAP Turkey for 7 years as a marketing director. During that period, SAP Turkey’s revenue tripled. Currently, he works as a marketing director at SAP in Middle-East South region.

He has Ph.D. degree and he gives lectures in Istanbul Bilgi University. Aksakal is a writer and columnist, he writes about urban life, technology, white collar workers and authenticity. He is also a keynote speaker focused on technology and working life.

ASSOCIATE PROF. DR. GRESI SANJE

Brand Communication Institute
Founder

Sanje’s expertise lies in the field of marketing and brand communication. She continues her academic studies at Istanbul Bilgi University, but she also provides corporate training and consultancy services through “Brand Communication Academy” and “Gresi Sanje Consultancy”.

Sanje contributed to several projects, such as UNDP Turkey, UNGC NY. She also worked as a supervisor, educator and consultant with several brands, such as Mapfre, Pfizer, Samsung, Perfetti VM etc.

PROF. DR. KEREM RIZVANOĞLU

Galatasaray University Xedzone
Founding Partner

Rızvanoğlu is currently the chair of Informatics Department at the Faculty of Communication at Galatasaray University. Besides academic career, he is also the founding partner of company Xedzone Research and Consultancy that focuses on user experience research, design, education and strategic consultancy projects.

Rızvanoğlu specializes on human-computer interaction, usability, user experience. He lectures and publishes articles on usability, user experience, interaction design at the certificate, undergraduate and graduate levels since 2001. He has been an adjunct faculty member in several universities and working with companies as consultant.

AKAN ABDULA, MBA.

Future Bright
Founder and Managing Partner

Abdula has 17 years of experience in marketing strategies, brand management and market research. He worked as head of strategy and planning for many years at Grey Worldwide Advertising. He was one of 12 strategists who led the global strategy council at Grey Worldwide.

PROF. DR. CARSTEN BARSCH

Hochschule der Bayerischen Wirtschaft (HDBW)
Vice President

Barsch studied business ddministration in Saarbruecken, Midland and Washington (D.C.) and completed his Ph.D. in marketing at HHL Leipzig Graduate School of Management. He worked as a project manager in consultancy business. He worked on several CEO positions and started his own company DB&P, where he works as a consultant and executive trainer for multinational companies specializing in marketing, strategy and digital business modeling.

Concerning academic career, he currently works as a vice-president and director of business programs and professor for marketing and strategy at HDBW Hochschule der Bayerischen Wirtschaft in Munich. Also, he works as visiting professor at MIP (Milan), as doctoral supervisor at the University of Gloucestershire and he performs regular teaching in Helsinki, Antwerp, Leipzig, Dornbirn, Prague.

 

IHSAN OZCITAK

Deeper
Managing Partner

Since high school, Ozcıtak was passionate about acting. This passion continued through college years. He was worked as actor-dramaturg-playwright-director among Boğaziçi University Actors and Theatre Boğaziçi. He pursued a career in theatre. He graduated from economics at Boğaziçi University. He started his professional career in Istanbul at Güzel Sanatlar Group. Then he worked as a strategist and director at various marketing and advertising companies.

Ozcitak left the country in 2012. Next 4 years he worked on his self-development. In 2017, he joined as an executive partner company Deeper, a data-driven cognitive behavioral company. He was working on turning behavioral data into marketing solutions. He worked as an adjunct faculty member at Istanbul Bilgi University, a writer for several magazines and a keynote speaker at several summits and seminars.

EZGİ ADA

MA Marketing Communication
Certified Digital Marketing Professional
(Digital Marketing Institute)

Ezgi Ada is a growth marketing consultant at NBT (Next Big Thing) with a deep knowledge of inbound marketing and digital advertising. She creates and executes growth-based digital marketing strategies in order to help her clients to grow globally. While creating content, managing PPC and SEO plans, social media channels, websites and customer engagement activities for clients, she also writes content for NBT website and its online learning platform GMH.

She also works as a lecturer and mentor at several institutions, such as Endeavor, Innogate or GOOINN.

Admission Criteria

  • Secondary / High school education + BA degree
  • Proficiency in English (TOEFL / IELTS tests)

Required Documents

  • Application Fee: 50 euro
  • Resume / CV
  • Scanned copy of passport / national ID
  • Scanned copies of secondary / high school + BA diplomas and transcripts