Master of Science in Strategic Management and Digital Marketing

MQF Level

Duration and Credits

3 Semesters

90 ECTS

Mode of Study

Full-time

The MSc in Strategic Management and Digital Marketing equips you with the skills and knowledge to excel as a leader in the evolving digital landscape. By combining a robust foundation in strategic management with cutting-edge digital marketing expertise, this programme prepares you to design and implement impactful, data-driven strategies that drive success in today's digital economy.

Through a blend of theory and practice, you will gain insights into real-world success stories and develop the ability to innovate using advanced tools and techniques. This MSc is tailored to meet the demands of employers seeking marketing professionals who can navigate complex business environments and harness digital opportunities to create measurable value.

Graduates of this programme will emerge as agile, forward-thinking marketing managers ready to shape the future of digital marketing and lead organisational growth in competitive global markets.

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Applicants must be in possession of:

Refer to the list of country-specific qualifications

the degree of Bachelor of Commerce from this University, in the same or in related areas of study as one of the areas of study applied for, obtained with at least Category II or
the degree of Bachelor of Commerce (Honours) from this University, in the same or in related areas of study as one of the areas of study applied for, obtained with at least Second Class Honours. The Board may also consider applicants in possession of the degree obtained with Third Class Honours, provided that applicants have obtained other qualifications, including relevant work experience, following their first cycle degree or
the degree of Bachelor of Science (Honours) in Business and IT from this University, obtained with at least Second Class Honours or
the degree of Bachelor of Science in Business and Computing from this University, obtained with at least Category II and with a minimum average of 65% in the Business area. The Board may also consider applicants in possession of the degree obtained with Category III, provided that applicants have obtained other qualifications, including relevant work experience, following their first cycle degree or
a first cycle degree from this University obtained with at least Second Class Honours or Category II in an area deemed appropriate by the Board. Applicants shall be required to submit a portfolio covering at least twelve months of relevant and related experiences. Such applicants may also be required to attend an interview to allow the Board to assess their suitability to follow the Course with profit or
a first cycle degree from any university that is equivalent to the qualifications set out in paragraphs (a) to (e).

In appropriate cases, the Board may require students admitted to the Course to follow and pass supplementary study-units to which a maximum of 12 ECTS credits are assigned, in addition to the programme of study.

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You can submit your application online. The deadlines for submission of applications vary according to the intake and courses. We encourage all international applicants to submit their applications as soon as possible. This is especially important if you require a visa to travel and eventually stay in Malta.

You can compare your national qualifications to the local requirements by visiting our qualifications comparability webpage. Access more information about our admission process and English language requirements.

The University of Malta has student accommodation on campus called Campus Hub. Campus Hub is just a 2-minute walk from the main campus. For more information, visit the .

Our dedicated team at the student recruitment office is here to support you every step of the way. From the moment you start your application to the moment when you receive your decision letter, we're here to assist you. If you have any questions or need further information, don't hesitate to reach out to us. You can contact us at info@um.edu.mt, and our team will be more than happy to help.

After you receive an offer from us, our International Office will assist you with visas, accommodation and other related issues.

In addition to the 60 ECTS credits (compulsory and elective study-units) assigned to the programme of study for the course, students shall be required to register for a supplementary study-unit.


Semester 1

Compulsory Units (All students must register for this/these unit/s)

MGT5204	Management Science and Decision Analysis	5 ECTS
MGT5207	Strategic Management and Enterprising	5 ECTS
MGT5208	Cognitive Heuristics and Judgment in Managerial Decision Making	5 ECTS
MRK5011	Advanced Digital Marketing Strategy	5 ECTS
MRK5812	Digital Analytics for Marketing Management	5 ECTS
MRK5813	Digital Marketing Channels	5 ECTS

Supplementary Unit

MRK3704	Advanced Research Methods	4 ECTS


Semester 2

Compulsory Units (All students must register for this/these unit/s)

MGT5202	Strategic HR and Organisational Behaviour	5 ECTS
MRK5013	Online Advertising	5 ECTS

Elective Units (Elective units are offered subject to availability, a minimum number of student registrations and time-table constraints) There are four streams of study-units; two streams pertaining to the Marketing stream and another two streams pertaining to the Management stream. Students are to select 1 study-unit from each elective block as indicated below. Marketing Pair 1: Students are required to choose ONE* elective study-unit from the following.*

MRK5021	Strategic SEO and Content Marketing	5 ECTS
MRK5022	Retail and eCommerce	5 ECTS

Marketing Pair 2: Students are required to choose ONE* elective study-unit from the following.*

MRK5014	Internationalization: Decisions and Strategies	5 ECTS
MRK5827	Cooperation and Competition in Complex Markets	5 ECTS

Management Pair 1: Students are required to choose ONE* elective study-unit from the following.*

BEM5107	Project Management and Design	5 ECTS
MGT5205	Service Design and Operations Strategy	5 ECTS

Management Pair 2: Students are required to choose ONE* elective study-unit from the following.*

BEM5108	Applied Emerging Technologies	5 ECTS
MGT5203	People Performance Metrics	5 ECTS


Semester 1

Compulsory Units (All students must register for this/these unit/s)

EMA5922	Dissertation	30 ECTS

This programme of study is governed by the General Regulations for University Postgraduate Awards, 2021 and by the Bye-Laws for the award of Master of Science - M.Sc. - under the auspices of the Faculty of Economics, Management and Accountancy.

By the end of this programme, you will have developed a comprehensive understanding of the latest digital marketing and strategic management concepts, as well as the ability to apply these concepts in real-world business contexts. Specifically, you will be able to:

Strategic Planning and Execution
- Develop and implement comprehensive digital marketing strategies grounded in market research and consumer insights tailored to diverse target segments.
Media and Budget Management
- Assess key media and digital challenges, making informed decisions regarding marketing objectives, media planning, and budget allocation across regions and seasonal trends.
Digital Channel Development
- Design and optimise digital marketing channels, including online presence, email campaigns, content marketing strategies, SEO techniques, and social media engagement.
Advertising Technology and Strategy
- Apply advanced ad-serving technologies and strategies, including the implementation of display ads, search engine marketing (SEM), pay-per-click (PPC), programmatic advertising, and retargeting techniques, while leveraging conversion tracking and attribution models across the customer journey.

Emerging Technologies and Competitive Advantage
- Evaluate emerging marketing technologies, including artificial intelligence and data-driven innovations, to identify future opportunities and build a competitive edge for businesses.
Data Analytics and Insight Communication
- Analyse diverse data sources and formats, demonstrating critical thinking and advanced analytical skills to extract, compile, and communicate actionable insights effectively.
Retail and eCommerce Strategies
- Integrate principles of retail management and eCommerce into marketing strategies, including the adoption of omnichannel approaches and technology-driven solutions.
Project and Operations Management
- Apply project management principles and service design techniques to streamline operations and enhance organisational efficiency.
Leadership and Decision-Making
- Utilise cognitive heuristics, judgment theories, and performance metrics to make informed managerial decisions that drive organisational growth and innovation.
Global Marketing and Network Products
- Formulate strategies for internationalising products and services while addressing the unique challenges of marketing network-based products and technologies.
Capstone Research Skills
- Conduct in-depth research in digital marketing and strategic management, culminating in a dissertation that applies theoretical knowledge to practical business challenges.

Non EU Applicants:

Total Tuition Fees: Eur 10,800
Yr 1: Eur 10,800 - Yr 2: NIL

You are viewing the fees for non EU nationals. Switch to EU nationals if you are a national of any country from within the EU/EEA.

Graduates of the MSc in Strategic Management and Digital Marketing are prepared for leadership roles in digital marketing and strategy-driven industries. Career paths include Digital Marketing Manager, Advertising Strategist, and eCommerce Manager, where they lead campaigns, optimize digital channels, and enhance customer experiences. With expertise in analytics and emerging technologies, they can excel as Marketing Technologists or Digital Analytics Specialists. The programme also supports careers in consulting, entrepreneurship, international marketing, and project management. Additionally, it provides a strong foundation for further research or academic pursuits in strategic management and digital marketing.

Every effort has been made to provide information that is current and accurate. However, as the content is being constantly updated, users are advised to verify the details contained in these web pages with the relevant University office or authority before making decisions based on the published information.