Master of Digital Marketing

The ability of a company to permanently bind customers to its products and/or services through systematic relationship marketing and to continuously increase customer lifetime value is one of the most value-adding activities in business practice. Customer relationship management (CRM) comprises the development, intensification and securing of lasting and profitable customer relationships. With this understanding, the course provides basic orientation knowledge that is essential for understanding the complex CRM approach. In addition to a comprehensive explanation of the essential terms and interrelationships, management concepts that can be used to design the individual phases of the customer relationship and appropriate marketing activities in a profitable and customer-oriented manner are presented.

For most companies, a major opportunity to grow their business involves looking for possibilities outside their home country. However, taking brands (product, service, or concept) beyond national boundaries presents a new set of branding issues, as the global marketplace is constantly changing. At the same time, various forms of regionalization are taking place, adding another layer of complexity to managing a brand portfolio. Arguably, products, pricing, and distribution are increasingly becoming commodities. Furthermore, the new competitive arena is brand value, which involves creating long-term, profitable brand relationships. Ultimately, strong brands will transcend industries and provide an organization with one of its most valuable assets.

In this course, students will be introduced to the differentiation of products and services in a world of alternatives as well as the benefits and disadvantages of providing customers with the power of choice. They will examine how trust, authenticity, and cultural alignment shape brand value in local and global contexts. Topics such as brand activism, sustainability messaging, and crisis response will be explored to show how brand strategies must adapt to social expectations. Students will also evaluate how artificial intelligence is transforming brand management, from predictive analytics to automated storytelling.

Storytelling is more than a creative tool, it’s a strategic marketing competency that empowers brands to connect emotionally, build trust, and differentiate themselves in saturated digital spaces. The focus of this course is on social media storytelling. Because this form of storytelling draws not only on traditional techniques but also on platform-specific tactics and participatory culture. This course provides you with the corresponding theory, history, and research. These fundamentals will enable you to assess the quality of social media storytelling and inspire your own storytelling practices. For instance, you will learn about the differences between types of content as well as the characteristics of auditive, visual, and audiovisual storytelling. In contrast to other digital storytelling methods, social media storytelling has a strong focus on audience participation. Therefore, you will learn how to engage with audiences and communities. Drawing from communication theory, brand strategy, and media practices, this course will help you transfer storytelling theories and techniques into practice and apply them within digital marketing contexts. You will be empowered to develop story-driven content that resonates across diverse social media platforms and user groups.

This course critically examines the darker dimensions of online communication and their implications for digital marketing, society, and democratic life. Students will explore how technological infrastructures, platform dependency, and algorithmic systems shape information flows, public discourse, and consumer behavior. Through the lens of digital ethics, critical media theory, and Canadian regulatory frameworks, the course investigates pressing challenges such as misinformation, data exploitation, online harassment, and the mental health consequences of digital environments. Emphasis is placed on understanding the power asymmetries between platforms, governments, and users, and the resulting tensions between business imperatives and social responsibility. The course integrates Canadian policy debates, with global case studies and emerging concerns around generative AI and synthetic media. Students will critically assess the role of digital marketers in navigating these complexities, developing ethical frameworks for practice while anticipating future risks. By the end of the course, students will be equipped to identify, analyze, and address the multifaceted risks of digital communication to foster more ethical, transparent, and sustainable digital marketing practices

This course provides a comprehensive overview of international IT law, examining the diverse legal frameworks that govern information processing, privacy, cybersecurity, and digital business across jurisdictions. Students will analyze foundational legal constructs and compare major international systems, including the European Union’s GDPR, U.S. regulations, and global conventions, while focusing on how these systems address data protection and cross-border information flows. Through practical, businessoriented scenarios, the course explores contract law, licensing, intellectual property, and regulatory compliance, enabling students to critically assess convergences and divergences between Canadian and international legal regimes. By the end of the course, students will be equipped to navigate the complex and evolving landscape of IT law, ensuring compliance and strategic advantage in a global digital economy.

This course introduces students to applied research in digital marketing strategy and planning. Through sequenced modules, students study research design, ethics, and analytical approaches relevant to the field. They collaboratively explore emerging digital trends, critically evaluate current industry literature, and formulate a well-defined research question. Students engage in group discussions and peer feedback to refine their ideas while maintaining individual topic choice. Weekly milestones and formative checkpoints build independence and time-management skills. The culminating outcome is a validated, graduate-level research proposal – a clear, ethical, and methodologically sound plan aligned with graduate-level learning outcomes – to be executed in MDM 5090.

In this course, students advance from preparation to execution, independently carrying out the research project designed in MET-5009-01. Students collect, analyze, and interpret digital marketing data using advanced analytical tools and methodologies. Emphasis is placed on applying theoretical knowledge to strategic, real-world marketing contexts and demonstrating original analytical insight. A standardized reporting framework ensures academic rigor, while peer-review checkpoints provide constructive feedback and maintain professional standards. The final deliverable is a professionally structured research paper showcasing students’ analytical excellence, strategic thinking, and the ability to present actionable recommendations for contemporary digital marketing practice.