Become a business manager with advanced marketing skills. With an MBA (Digital Marketing), you learn how to direct strategic marketing campaigns. The MBA builds expertise in using data and digital platforms to maximise profits.
An MBA in Digital Marketing considers how technology may drive business success. New and emerging digital platforms, big data, and online customers are some of the topics you'll explore. Each of the marketing and non-marketing subjects is relevant to business leadership today.
Whether you're a general manager or marketing manager, or want to move in either one of those directions, an MBA with a Marketing major is an excellent education investment. Marketing, especially digital marketing, drives the fortunes of businesses and organisations across Australia. A marketing MBA is a bedrock for career progression in general management and executive marketing roles.
UTS Online MBA in Digital Marketing
The UTS Online MBA develops strategic leadership skills while giving you the analytical capabilities to make evidence-based decisions. The Digital Marketing specialisation is ideal for both experienced marketers and managers from a non-marketing background. You'll benefit from a blend of instruction in business subjects, management principles and modern marketing approaches. The accelerated online program consists of 8 core subjects and 4 electives, with 6 digital marketing subjects to choose from. Topics include digital consumer behaviour, data-driven marketing, emerging technologies, and digital marketing today. You can study for this online MBA part-time while working full-time.
In Australia, a Master of Business Administration is typically a 12-subject degree. Your MBA curriculum will consist of compulsory core courses, electives and possibly a capstone course at the end. To qualify for your preferred specialisation, you need to choose electives from that study stream.
The MBA in Digital Marketing from UTS Online is made up of 8 core subjects* and 4 electives. The part-time program is rich in marketing subjects, with 6 electives to choose from. As well, 'Marketing in the Age of Technology' is one of the core courses every candidate is required to complete.
Digital marketing electives in the UTS Online MBA
Adopt a powerful, scientific approach to marketing by exploiting abundant data on consumers. Using data analytics, you can discern consumer behaviour, actions, and responses to marketing. In this subject, you'll learn how achieve data-driven decision-making. Students examine methods to analyse consumer and market data, with the goal of shaping marketing strategies and measuring campaign performance.
To create the best marketing strategies to achieve business outcomes, you need to understand the psychology and decision-making processes of digital consumers. This subject explores how technology shapes consumer behaviour, accounting for factors such as individual preferences, and social and cultural context.
With the digital space constantly evolving, we see changes to technology, marketplaces, consumers, and competitors. New platforms and markets create both opportunities and challenges for marketers. In this subject, students explore important digital platforms, how customers interact with them, and how marketing professionals can use the platforms to achieve business goals.
For almost any business problem or opportunity, new or emerging technologies are available to provide efficient solutions. In this subject, you'll explore how technology is being used in marketing; for example, how we can leverage technology to enhance brand experiences or realise strategic business initiatives.
This subject explores the concepts, processes and philosophies around managing a new offering, with a focus on digital products and services and the use of digital platforms. You'll examine a research-based approach to new offering management that yields robust, practical methods.
Omnichannel marketing strategy is about integrating digital and non-digital marketing touchpoints and channels to create a smooth experience for customers over their shopping journey. You'll develop a strong understanding of the topic by exploring channel integration in organisations and coming up with solutions to improve the shopper's experience.
* Core subjects are: Accounting for Decision Makers, Data-Driven Decision-Making, Financial Fundamentals, Governance and Sustainability, Leading People and Change, Managerial Economics, Marketing in the Age of Technology, Strategy and Negotiation.
The learning outcomes from a marketing MBA include competencies you'd expect to build from any MBA program, such as the ability to: articulate leadership principles and strategies, strategically approach issues of conflict or dispute, read and interpret financial statements, and capture opportunities to use business analytics.
In terms of the marketing skills you acquire, learning outcomes may include the ability to:
- Design and apply marketing strategies to deliver organisational value
- Analyse consumer and market data to design strategies that achieve business outcomes
- Use performance data to evaluate and optimise strategies and campaigns
- Explain how key digital platforms can be used for marketing and brand management
- Develop strategies for integrated marketing communications and a seamless customer experience.
A wide set of career opportunities come from a Master of Business Administration (Marketing). Just within the marketing field, numerous management and executive openings exist. A previous marketing background coupled with an MBA in Marketing positions you to take on senior roles.
But the degree also has tremendous value in "general" business management roles. Marketing is a core business function and already features as a topic at all good MBA business schools. Advanced marketing skills are not just for specialists; they also benefit senior executives with broad management duties.
Here are examples of jobs that graduates may be highly qualified to perform.
Executive marketing jobs
- Account Executive
- Advertising Manager
- Brand Manager
- Digital Media Director
- Director of Marketing
- Product Marketing Manager
- Public Relations Executive
Business management roles
- Business Consultant
- Business Development Manager
- Chief Executive Officer
- General Manager
- Product Manager
- Program Manager
Entry requirements for a marketing MBA are generally the same as for any Master of Business Administration. You don't need a marketing background to qualify for course admission.
In Australia, you can gain entry to most business schools with a bachelor degree (or postgraduate qualification) and professional work experience. Additional pathways may exist for applicants with insufficient academic achievement or job experience.
Course fees are $4,218 per subject in 2022. FEE-HELP is available for Australian citizens.
Applicants to the UTS AACSB-accredited Business School can be admitted through any one of three pathways.
(A) Bachelor degree
Any undergraduate bachelor's degree plus one of the following:
- GPA of 5.25+ on a 7-point scale, or equivalent, and a 90% pass rate
- Four full years worth of relevant work experience
- Graduate Management Admission Test (GMAT) score of 550+ with at least verbal 25, quantitative 35 and AWA 4.0.
(B) Equivalent or higher qualification
- A qualification from a recognised university such as a graduate certificate, graduate diploma, or master’s degree, with satisfactory completion (defined as more than 75% of all subjects at pass level).
(C) Graduate certificate pathway
- Successful completion of the UTS Online Graduate Certificate in Business Administration, with academic credits fully carrying forward in the master's.
Further entry avenues exist for this course compared to the MBA, including: (a) satisfactory completion of a bachelor degree and 2 years of postgraduate work experience OR (b) Graduate Record Examination (GRE General Test) score of 307+ with at least verbal 148 and quantitative 156 OR (c) at least four years of full-time (or equivalent) relevant work experience and a general capacity to complete tertiary education.
By earning an MBA in Digital Marketing, you can distinguish yourself as a modern business leader. Managers who are familiar with marketing, especially digital marketing, have an important role to play in decision making.
Marketing always has the potential to accelerate business growth. Executives who are able to integrate marketing strategy with business planning can deliver exceptional results for their company.
Companies that invest in and succeed in marketing generally have a CEO and one or more parties in management and the board who recognise the value of marketing. These parties are also often willing to contribute to the work.
Technology is creating exciting opportunities in marketing and for innovation generally. In this environment, business administration skills and digital marketing knowledge are a powerful combination of attributes. Those who can benefit from a marketing MBA range from marketing managers, brand managers and the Chief Marketing Officer (CMO) through to general managers and company directors.
An MBA with a Marketing specialisation is a versatile degree with a high potential payoff.
Even without the major, you're already gaining the world's most recognised management qualification: a Master of Business Administration degree. As an MBA graduate, you have the business education to rise to senior management roles in any industry.
Specialising in Marketing as part of your MBA studies further qualifies you for executive marketing roles. If you start the program without a background in marketing, the degree may create new opportunities in the field. Marketing courses are typically developed by academic and industry experts.
There isn't really a downside to majoring in Marketing or Digital Marketing. We'd only say that, if you want to maximise your technical marketing skills at an early stage of your career, a Masters in Digital Marketing may be more appropriate.
You can use an MBA (Marketing), MBA (Digital Marketing) or MBA (Marketing Management) in at least three different ways.
- If you're new to marketing, you can use the skills and qualification to pivot into the marketing industry. You'll probably have to start with entry-level roles and do further training, but you have a masters that removes any barriers to how far you could go.
- If you're already a marketing professional, the MBA may help you be promoted to senior marketing roles. Holding an MBA is a signal of ambition and competency for management and leadership jobs.
- Anyone can, sooner or later, use a marketing MBA to compete for general management positions. An MBA is a general management qualification. A marketing or marketing management major is also relevant to senior managerial jobs since marketing is essential to drive business growth.
A typical MBA program consists of 12 subjects, which equates to 3 semesters or 1.5 years of full-time study at a campus (or 3 years part-time).
For accelerated MBA courses, however, you're looking at 2 years of part-time study online. This is easily combined with full-time work.
- The general pattern is that you complete a subject every couple of months.
- Each two-month block essentially consists of a 6-7 week teaching period and a short break before you move on to the next subject.
- As a guide, you should allocate roughly 10 hours to study each week as a part-time student.
- Fast track your MBA by studying throughout the year to complete six subjects annually.
An MBA in Digital Marketing has a wide scope in terms of topics potentially covered. However, because an MBA degree is management orientated, most subjects will tend to be addressed at a high level. Technical content may be limited.
A further consideration is that generally fewer than half the subjects will be about digital marketing specifically. So, while you may cover strategic management extensively, you're unlikely to get into highly detailed or obscure aspects of digital marketing.
There aren't good statistics on what kind of salary you may earn with an MBA (Marketing) or MBA (Digital Marketing). This is for good reason. A marketing MBA isn't like a nursing, teaching or human resource management degree that trains you for a particular vocation.
In my experience, the MBA isn't a big help for landing your first job, but it is frequently a requirement for moving up past director level. Check the job boards; most Marketing Director postings say 'MBA-preferred,' and VP/CMO say 'strongly preferred' or 'required.'
A Master of Business Administration in Marketing prepares you for senior executive roles where the salaries are high. But getting there requires years of excellence in professional practice. You also need to develop nuanced and detailed marketing skills beyond what you can acquire from postgraduate management courses.
You may find mini MBAs with specialisations such as brand management or marketing. Mini MBA programs are essentially non-accredited (informal) business short courses. "Mini MBA" is advertising language to help promote online marketing courses. A mini MBA is not a Master of Business Administration degree but a short course that sits outside the university system and formal higher education.