EUROPEAN HIGHER EDUCATION INSTITUTE

MASTER IN DIGITAL BUSINESS

AND DIGITAL MARKETING

ABOUT US

The European Higher Education Institute is a high quality institution dedicated to

preparing students for the careers of the global economy through the use of new
technologies and advanced digital skills. The institution’s mission is to foster
academic excellence and student achievement in the field of business, computer
science, innovation technologies and education. Our degree programmes provide
students with a strong academic foundation and problem-solving skills to prepare
them to become competent professionals and responsible citizens in a diverse,
dynamic and global environment. All the master programmes are designed to take
into account the emerging requirements of the job markets and to provide
students with the skills and competencies needed to build a successful career at
international level. The European Higher Education Institute is accredited by the
Malta Further & Higher Education Authority and is affiliated of ENQA - European
Association for Quality Assurance in Higher Education.

Accredited by the Malta

Further & Higher Education
Authority (MFHEA)
MBA IN DIGITAL BUSINESS AND DIGITAL MARKETING

Since the appearance and subsequent development of digital technologies, many

variables have changed the nature of business and the functioning of markets.
Digital skills are becoming critical to business success and E-business have
expanded areas of opportunity, fostering agility and responsiveness to change
market dynamics and improve efficiency and customer experience.

The MBA in digital business and digital marketing is an intensive program that
prepares students to face business challenges and deal with advanced
techniques in management and leadership, online business, strategic marketing
and digital transformation. The master is designed for people looking to operate
effectively in the e-business environment and to manage or lead either the
transformation of existing business processes or the creation of new e-business
activity. Through the programme students will develop the knowledge and skills
needed to manage the strategic development of e-business organisations and to
analyse and assess the business ecosystems and the organisational cultures and
behaviour. The different master modules focused on business innovation, global
economy, digital marketing and digital transformation provide students with the
entrepreneurial mindset to start their own online business, join an existing
company or develop new ways to expand the business online.
LEARNING OUTCOMES

Upon completion of the programme, students will acquire the skills to

Understand how to redefine the organization's performance through
digitization;
Manage international business activities and operations
Develop entrepreneurship skills to drive innovation in start-up economies and
corporations;
Lead the transformation of existing business processes or the creation of new
e-business activity
Demonstrate the ability to lead and develop digital transformation and
innovation processes by using current and emerging business tools,
techniques and technology
Develop specific Business Analytics and Digital marketing skills.

CURRICULUM

The master lasts 18 months and awards students 90 ECTS. The programme is
structured in 3 semesters of 6 months and includes the following 10 modules and
a final project work.

RISK MANAGEMENT AND BUSINESS DIVERSIFICATION – 6 ECTS


This course introduces computer programming using the Python programming

language. In this course, students will analyse the different programming systems
with particular attention to python programming language, which is today the
most widely used for many types of applications, from networking, to the web, to
animation up to machine learning. Emphasis is placed on common algorithms and
programming principles utilising the standard library distributed with Python.
Upon completion, students will be able to have a good knowledge of the python
syntax and the most important mechanisms of object-oriented programming and
should be able to design, code, test, and debug Python language programs.


Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to
Understand the unique challenges and opportunities related to risk
management and business diversification in the digital era of e-business and
innovation
Develop the ability to apply data-driven risk assessment techniques and
predictive analytics to identify and anticipate potential risks in e-business
operations
Examine the implications of disruptive digital innovations and business models
on risk management practices and the need for agile responses in a rapidly
evolving digital landscape
Understand new risk categories for the financial and industrial context, such
as e-risk
Demonstrate the knowledge and skills to identify, assess, and manage digital
risks and uncertainties specific to digital business models and technologies.
CORPORATE STRATEGY – 6 ECTS

This course prepares students to understand how corporations can create and

maintain value, through different management strategies related to a single

business unit or line of business. Different strategies used to manage decisions

from a corporate-level perspective such as vertical integration, diversification,

mergers and acquisitions, strategic alliances, international expansion, global

strategy and corporate governance will be presented and analyzed. Topics

include external analysis of opportunities and threats, internal analysis of

capabilities and competencies, choice of strategy at functional, business,

corporate and global levels, alignment of structures and controls with strategies

and evaluation of strategies.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and

autonomy to

Understand how corporations create and capture value as multi-business

enterprises

Show how digital disruption and emerging business models influence

traditional corporate strategies and create opportunities for innovative

approaches

Analyse an organisation’s internal and external environments by applying

appropriate theories, models, and/or frameworks

Understand the role of corporate governance and stakeholder management in

modern companies

Define flexible and adaptive corporate strategies that respond effectively to

digital disruptions and uncertainties

Examine the importance of strategic agility and adaptability in the fast-paced

and rapidly changing digital business landscape.

ACCOUNTING – 6 ECTS


This course provides an introduction to the world of financial accounts and

analyzes how sets of accounts are constructed, and the interested parties who

make use of them. It will dive into the structure of a set of accounts and annual

reports as well as highlight the importance of the many schedules that make up

the financial statements. The course covers the characteristics of accounting

environment and its financial reporting requirements for companies, and expands

on accounting for non-current assets (depreciation, revaluation, impairment),

accounting for intangible assets, accounting for liabilities (issue and

extinguishment of debt instruments) and owners' equity (share capital and

reserves) and accounting for leases and income tax and equity investments.

Students will learn how to interpret the information held within the statements

and make decisions about its reliability.

Specific knowledge, skills and competencies:


At the end of the module/unit the learner will have acquired the responsibility and

autonomy to

Analyze the impact of digital technologies, such as cloud computing,

automation, and blockchain, on financial reporting and accounting practices

Explore how digital transactions and electronic commerce affect financial data

collection, analysis, and interpretation;

 Investigate the role of data analytics in financial decision-making and

performance evaluation for e-businesses

Apply digital accounting tools and software for efficient financial record-

keeping and reporting;

Interpret and communicate financial information in the digital realm to diverse

stakeholders

Implement data-driven financial decision-making and performance evaluation

strategies in e-business environments.

E-BUSINESS AND INNOVATION – 8 ECTS

The technology advances are changing the way business is conducted and

business leaders need to develop analytical and innovative skills to succeed in

the digital age. This course provides students with a comprehensive

understanding of the impact of entrepreneurship and digital business. Through

the course students analyse the digital transformation and digital disruption for

companies and organisations and develop specialised competencies and

experience in business innovation, online business, start-up creation, online

management strategies and leadership. The course makes extensive use of

current case studies and gives students the opportunity to design new e-

business models and applications.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and

autonomy to

Understand the key components of business models, including value

proposition, revenue streams, customer segments, and distribution channels,

with a specific focus on their digital aspects

Analyze and compare traditional and digital business models to identify the

strengths and weaknesses of each in the context of the digital economy

Assess the impact of emerging digital technologies (e.g., artificial intelligence,

blockchain, Internet of Things) on business models and innovation strategies

Develop the ability to identify opportunities for digital disruption and create

strategies to capitalize on them

Enhance digital communication skills for effectively presenting and pitching

digital business ideas to stakeholders

Develop a critical modelling approach to start any type of business including

online, e-commerce and start-up

Design and propose innovative digital business models that address

contemporary challenges and opportunities;

BUSINESS ANALY TICS – 6 ECTS

Business Analysts are responsible for analysing a business’s processes and

investigating how they work. Business Analytics is a relatively new discipline that

helps organisations’ understanding of the large volume of data that is being

collected through a variety of sources such as web and social media. It uses a

combination of data analysis techniques to uncover information in the data,

enabling organisations to improve their operational efficiency and customise their

products, services and prices. This course will focus on the emerging paradigm of

business analytics, which plays a crucial role for the fourth industrial revolution

and drives the digital economy.

The students will learn, apply and experience a core set of skills and expertise in
the fields of big data, modelling standards, analytics, business intelligence
systems and problem-solving in order to address real industrial and business
challenges.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to
Comprehend the role and significance of business analytics in improving
decision-making and driving innovation in digital business environments
Evaluate the various data sources and data collection methods relevant to
digital businesses, considering the challenges and opportunities they present
Analyze and interpret large datasets from digital sources using data
visualization and analytical tools to identify patterns, trends, and correlations
Utilize online analytical processing (OLAP) techniques to explore
multidimensional data and perform interactive data analysis in the digital
context
Employ data preparation and data cleaning techniques to ensure data quality
and reliability for analytics purposes
Assess the impact of data analytics on different aspects of digital businesses,
such as customer behavior analysis, personalized marketing, and supply chain
optimization
Identify and describe analytical findings effectively to diverse stakeholders in
a digital business context
identify emerging trends, optimize processes, and gain a competitive
advantage in the digital marketplace

STRATEGIC MARKETING – 8 ECTS

Strategic Marketing encompasses marketing strategy elements and their

integration and explores today’s marketing challenges and strategies. This
course offers a comprehensive overview of marketing decision making and
planning frameworks in the global environment: exploring strategy options;
opportunity analysis; strategy setting and implementation. Competitive marketing
strategies and theories applied to different economic environments are
introduced. Upon completion of the course, students will develop the abilities to
apply various principles and theories to specific problems and to engage in
interactive problem solving, field work and contemporary case analysis.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to
Analyse marketing opportunities and threats
Identify and resolve well-defined problems reaching substantiated
conclusions employing methods of analysis specific to marketing
Develop an appreciation of how machines learn models from data
Assess the pros and cons of data-driven models
Apply market research techniques to gather and interpret data relevant to
digital marketing decision-making
Assess the challenges and opportunities of cross-border digital marketing and
the importance of cultural sensitivity in global marketing campaigns
Monitor and measure the performance of digital marketing campaigns 

using relevant analytics tools and KPIs to inform future decision-making
RETAIL MARKETING – 8 ECTS

This course provides students with a comprehensive view of retailing and an

application of marketing concepts in a practical retail managerial environment. It
aims to empower students with knowledge and capacities to develop an in-depth
understanding of retail and services management as well as non-store retailing.
Topics include an overview of retail marketing; merchandising; pricing and
distribution; promotion including communications, store layout, store design,
visual merchandising; and customer service.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to
Investigate the importance of personalization and targeted marketing in the
context of digital retailing
Examine the challenges and opportunities of using big data and AI-driven
insights to optimize retail marketing campaigns
Understand the role of influencer marketing and user-generated content in
digital retail environments
Understand the limitations and drawbacks of generalised linear models
Analyze the concepts of independent, multiple, franchise forms of
ownerships;
Design and implement digital retail marketing strategies that leverage digital
technologies to engage customers effectively
Design a store layout and plan and prepare visual communications.

DIGITAL MARKETING – 8 ECTS


This course provides an introduction to Digital Marketing and its main tools and to
the ways digital marketing strategies are used to increase business value. The
course will offer students an overview of the strategic elements of digital
customer experience, usability, analytics, digital content monetization, and online
customer acquisition. Students will explore a range of digital marketing tools
including: content marketing, display advertising, digital video, search engines,
social media, mobile, gaming, and more. Upon completion, students will develop a
systematic understanding of digital marketing by learning concepts and tools
related to advertising, search advertising and social media marketing.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to
Carry out analysis of the different digital marketing channels, such as social
media, search engines, email marketing, content marketing, and mobile
applications
Supervise data analytics and customer segmentation in tailoring digital
marketing efforts and improving campaign performance;
Manage effective digital marketing strategies that align with business
objectives and resonate with the target audience
Practice different digital channels and platforms available for marketing, and
how to integrate them effectively to create cohesive and impactful digital
marketing campaigns;
 Optimize digital marketing strategies based on data-driven insights and
continuous improvement
Create engaging and shareable digital content that supports brand
awareness, storytelling, and customer engagement

ONLINE BRANDING – 8 ECTS

Branding has become one of the most important aspects of business

strategy.The course aims to empower students with knowledge and capacities to
understand and analyse brand and branding management, from a corporate and
consumer perspective. This objective will be achieved by analysing the key
concepts surrounding the subject: corporate perspective; the development of
brand and brand architecture; the integrating marketing communication and
brand management; the consumer perception in branding. Through the course
students will acquire the competences to develop brand strategies, analyze
brand architectures, brand portfolios and assess different branding cases in
multiple industries.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to

Analyze how digital technologies and social media platforms influence brand
perception, customer engagement, and word-of-mouth marketing
Evaluate the impact of user-generated content and online reviews on brand
reputation and consumer trust in the digital landscape
Understand the role of data analytics in brand management and how to
leverage data insights to make informed branding decisions
Apply market research techniques to gather consumer insights and assess
brand positioning in the digital marketplace
Monitor and measure the performance of digital branding efforts using
relevant metrics, sentiment analysis, and brand tracking tools
Show the performance of the different artificial neural networks
Identify effective quantitative research techniques for measuring brand
awareness, image, responses and relationships
Define the strategic steps in developing a global brand positioning

WEB MARKETING AND SOCIAL MEDIA: 6 ECTS

The course aims to provide the students with the ability to understand the
landscape of social media marketing and describe the history of social media
marketing and its rapid evolution in public relations, advertising, and marketing.
Students will also learn about the role of social media within business and
analyse the main social media and web marketing optimization techniques. They
will develop a comprehensive understanding of the economic role of social media,
and how these can be used to enter new markets, drive audience engagement,
insight, and action. Moreover students will learn how to develop effective social
media marketing strategies for various types of industries and businesses as well
as track progress in achieving social media goals with a variety of powerful
measurement tools, services, and metrics.

Specific knowledge, skills and competencies:

At the end of the module/unit the learner will have acquired the responsibility and
autonomy to

Evaluate the impact of social media on consumer behaviour, online

interactions, and the customer journey
Understand the importance of data analytics and audience segmentation in
tailoring social media marketing efforts and enhancing campaign targeting
Develop effective social media marketing strategies that align with business
objectives and resonate with the target audience on various social platforms
Utilize social media management and monitoring tools to schedule, publish,
and track social media content and engagement metrics
Create engaging and shareable social media content that supports brand
storytelling, user-generated content, and customer engagement
Plan and measure the effectiveness of social media marketing efforts using
relevant metrics and KPIs
Optimize social media marketing strategies based on data-driven insights and
continuous improvement

PROJECT WORK – 20 ECTS

The Master's Project work provides a means for both practical applications of the
knowledge and skills obtained through classwork and extended, in-depth work
on a focused project. Through the project, students have the opportunity to gain
experience in specific areas of interest or career development. Students are
required to think about possible topics for the project-work at the end of the
second semester or at the beginning of the third semester. Each student will be
assigned a faculty member who will be the Project Advisor. The project advisor
provides primary research guidance and mentorship to the students. The student,
in consultation with his/her Project Advisor, is responsible for selecting an
appropriate project topic, an overall plan of work, and a time schedule for
completion. Students are required to present to the project advisor a proposal
which must contain an introduction to the problem, a statement of the problem,
significance and impact, the aims of the project, a description of the methods,
and a realistic project timeline. The master project work is generally 40 pages,
corresponding to 20000 words single-spaced or 10000 words double-spaced,
not including the bibliography. However, the length will vary according to the
topic and the method of analysis, so the appropriate length will be determined by
the student and the project advisor. Once the project is completed and approved
by the project advisor, the student has to present it by video-conference to the
master committee. The master committee will be in charge of evaluating the
project results and grading it. 

CAREER BENEFITS OF THE MASTER

With technology changing quickly, Data science and AI are among the fastest
growing and most in-demand careers today. A practical grounding in artificial
intelligence (AI), data science and its business applications, equip with the
knowledge and skills required to transform organization into innovative, efficient,
and sustainable companies of the future. The master offers an invaluable skill set
essential to enter the workforce, succeed in this quickly-expanding field and
contribute to contemporary advances in the field.
MOST IN DEMAND Data Science and AI careers
Digital Marketing manage
E-commerce manage
Brand manage
Digital Business Analys
Digital Transformation manage
Digital sales manage
Business strategy director

THE ONLINE EDUCATION THAT FITS YOUR NEEDS

Our online education model gives you the freedom to complete classes on your
schedule and create a learning experience that fits your needs, with access to
faculty and advisors who will support you throughout the master. All the modules
will be taught online through an interactive Virtual Learning Environmment where
you can access synchronous and asynchronous lectures and project based and
lab activities. Live interactive sessions and webinars will be organized by the
professor to deepen relevant topics, present case studies and organise practical
activities. The module also includes different discussion forums that allows
students to create and process information, practice critical thinking and
collaborate and interact simultaneously or asynchronously in the online learning
environment. 

Customized assistance by faculty and academic advisors will be provided to the

students throughout the academic journey to improve academic success and
results.

FULL TIME AND


100%

ONLINE PART-TIME
90HOURS
ECTS / 2.250

OF INSTRUCTION
SCHEDULE

7 EQF LEVEL 7 EQF

EUROPEAN QUALIFICATION

FRAMEWORK
LANGUAGE

ENGLISH
TUTION COSTS

€ 3.000
ENTRY REQUIREMENTS

The master is addressed to:


Professionals wishing to enhance their technological skills and decision-

making to increase competitiveness in the global market

Professionals from various areas who wish to develop new skills in the area of

digital management and marketing and in digital transformation

Bachelor graduates who want to further their studies to get a specialisation in

the application of digital technologies for management, business and finance

and marketing.

A bachelor degree of 3 or 4 years minimum 180 ECTS in computer science, IT,

engineering or business is required to be admitted to the master. In addition,

applicants must preferably have a professional experience in the education

sector in the private or public field and an intermediate English level B2 or

equivalent.

START YOUR APPLICATION PROCESS THANKS TO THE SUPPORT OF OUR

ADMISSIONS ADVISORS!

Complete the Online APPLICATION FORM to begin your application