Master of Business Management (MBM) in Digital Marketing & Communication


Program Description


This exciting Master of Business Management, specialized in Digital Marketing & Communication challenges students to study at a high academic standard, combining case studies and research. However, the degree program also has a real practical approach in its design - through project weeks, professional inquiry and a module of professional based learning in which students complete a short work placement often linked directly to their final project.

The program offers a combination master of business administration subjects and broader modules in economics and management. Through modules looking at global economics and strategic management, globalization, society & culture students the program will enable students to further develop their deeper knowledge of business management and administration.

The specialization in Digital Marketing & Communication specifically looks at the impact of the fast-changing ‘connected’ world of internet use, smartphones, apps, and social media. Many companies and organizations have completely changed their approach to advertising and adapted their marketing strategies - not only to these new ways of communicating with customers and stakeholders but however also the actual method and perception of marketing & communication in a digital age.

Internet & the many and various types of social media have created an unprecedented way in which people connect, businesses to customers, business to business, but also people who would not normally meet are linking up to do business, apply for jobs, sell and purchase. This environment provides business students enormous potential for learning and developing themselves within the realm of Digital Marketing & Communication. This specialization brings together up-to-date marketing communication, understanding digital media, and the implementation of big data analytics.

Course Content

Semester 1

(Core Modules)

  • Marketing Management
  • Globalization, Society & Culture
  • Research Methods Introduction (Final Project)
  • The World Economy
  • Professional Inquiry

(Specialisation Modules)

  • The Future of Integrated Digital Marketing: Video, Mobile, & Artificial Intelligence
  • New Media, Marketing & Analytics

Semester 2

(Core Modules)

  • Research Methods (Final Project)
  • Micro Economics - Global Perspectives
  • Strategic Management
  • Project Module (3 Project Weeks, linked to Final Project)

(Specialisation Modules)

  • Business Intelligence & Data Mining
  • Strategic Communication & Branding

Semester 3 (Work Placement & Graduation)

  • Professional Based Learning
  • Final Project

Course Structure

The master program is delivered in a block format, with 2 modules being covered every 6 weeks. Core module classes are inter-disciplinary - you study shared modules with master students from different business management specializations. Due to the rolling entry (6 times a year) groups are dynamic, extremely international and diverse.

The modules are delivered intensively over consecutive days in the so-called 'block format', which means that each module has 6 days of teaching split into two blocks of 3 days. Teaching methods include group work, case studies, presentations, and live projects. The course is delivered through a variety of approaches including lectures, presentations, tutorials and case studies, with an emphasis on interactive learning. Each module is taught by two lecturers, often a full-time Wittenborg lecturer and a guest lecturer from a partner university. Modules include regular guest speakers from industry.

The Industry

Business Administrators with knowledge of Digital Marketing & Communication have become essential to the daily operations of companies and other organizations. Even in non-profit and government organisations the clients and outside stakeholders have become ‘customers’. Internally communication has become indistinguishable from external, with company newsletters and info-bulletins being used in the same way and through the same mediums to inform.

Companies today are in a constant development stage when it comes to their marketing strategies. Whereas in the past, traditional marketing strategies could last for many years, the effect of digitalization and internet innovation means that companies are constantly having to update their Digital Marketing & Communication strategies. For instance, decisions on using Facebook, generically or with advertising, Instagram and LinkedIn. Deciding to implement a WhatsApp campaign, or using Wechat instead. Organizations are dealing with issues such as maintaining 24/7 chatbots on websites and creating ads that are personalized towards internet users.

Managing large budgets, consumed by GoogleAds and Adwords are an issue at all marketing departments and trying to understand the data, react to the data and use the cockpit-like toolset to manage online advertising effectively.

Companies are learning to manage big-data, decreasing when and when not to outsource digital marketing operations, cope with GDPR and look at the benefits and drawbacks of Digital Marketing & Communication.

Career Prospects

In this age of digitalization and internet driven lifestyles, the business community has come to recognize that success depends upon a solid and maintainable Digital Marketing & Communication strategy. Companies need people that understand new media, big-data strategies and the combination of online marketing and communication with the precise measurement of results that enable strategic actions to be taken.

Graduating from a highly international institute such as Wittenborg University, that places a high emphasis on a combination of academic research and company and professional exposure means that the career prospects of graduates from the Master of Business Management, specialized in Digital Marketing & Communication are multiple and global.

Often WUAS graduates aspire to continue their studies, with a DBA or a Ph.D. research degree, however, many students move directly into business, sometimes as a result of their work placement, and their final project which is often company-based.

Examples of companies where alumni work range from leading global companies in marketing & communication departments, consultancy, and big-data management to more local specialized companies, NGO’s or government agencies in the Netherlands or elsewhere in Western Europe.

Entry Requirements

The admission requirements (criteria) for the Master Business Management programs (all specializations) are as follows:

  • a Bachelor degree or equivalent recognized qualification;
    • ​Applicants are requested to provide an academic reference from their previous education institute;
    • It is necessary to have obtained a Bachelor degree from the domains of business, management, economics or trade. In their bachelor's degree applicants must have completed an academic piece of work (final project or dissertation) that demonstrates a degree of academic writing and research experience.
  • no professional experience is required for these master's programs;

English Language Requirements

IELTS 6.5 or TOEFL Equivalent.
the TOEFL Code of Wittenborg is 4889.

The English language proficiency level requirement is ½ a point higher than the minimum national requirements in the Netherlands.

Last updated Oct 2019

About the School

Wittenborg is a “boutique university” with a primary focus on management as it relates to disciplines in society. Our personal attention to your education is very important. It is for this reason that ... Read More

Wittenborg is a “boutique university” with a primary focus on management as it relates to disciplines in society. Our personal attention to your education is very important. It is for this reason that we take quality seriously and are accredited by the Dutch Flemish Accreditation organisation (NVAO) and Foundation for International Business Administration Accreditation (FIBAA). Read less
Apeldoorn , Amsterdam + 1 More Less