Master of Digital Marketing

In the era of Big Data and Artificial Intelligence, marketers have unprecedented power to understand and influence consumer behavior. This course critically examines the ethical, legal, and social responsibilities of digital marketers operating in a global context.

Students will explore the evolving landscape of data-driven marketing, the implications of transparent consumer profiling, and the boundaries of acceptable marketing practices. Key topics include the ethical use of AI and data analytics, privacy and data protection laws across major jurisdictions (including Canada, the US, and the EU), and the integration of sustainability and brand equity into responsible marketing strategies. Students will develop the skills to evaluate digital marketing activities through the lenses of ethics, law, and social responsibility, and to advocate for practices that build trust and long-term value for both organizations and society.

In an increasingly AI and Data-driven business environment, digital marketing professionals must go beyond channel-level execution and develop integrated, data-informed, and ethically grounded strategies. This course equips students with advanced knowledge and practical skills to design, execute, and evaluate strategic digital marketing initiatives across omnichannel ecosystems.

Students will learn how to identify marketing goals and connect them with digital consumer behaviour, segment audiences using behavioral and motivational data, and manage customer journeys across touchpoints. A strong emphasis is placed on analytics, predictive tools, and generative AI in developing marketing strategies.

The course further integrates marketing-relevant sustainable aspects, data ethics, and regulatory compliance into each strategic layer. From content planning to ESG-oriented KPI tracking, students will also develop competencies in assessing and managing MarTech and AdTech stacks, including Customer Data Platforms (CDPs) and AI-driven automation tools. Current trends such as creator economy, retail media, and decentralized platforms are covered together with global and cross-cultural digital ecosystems to prepare students for future leadership in the digital field.

Through practical projects, students build confidence in digital strategy development, measurement, and ethical decision-making aligned with broader business and sustainability objectives.

Digital marketing is evolving rapidly as artificial intelligence, privacy regulation and emerging platforms reshape how marketers reach and engage audiences. This course equips students with the knowledge and skills to design, execute and optimise performance marketing campaigns in this dynamic environment. Key topics include AI-enhanced search (SEO, generative search and voice search), programmatic and retail-media advertising, micro-influencer and social-commerce strategies, email and conversational marketing, affiliate and partnership models, immersive technologies (AR/VR), Web3 engagement and data privacy and ethics. Building on these themes, the course emphasises data-driven decision making and ethical practice. Students will analyse real-world case studies from Canadian and international brands, apply industry-standard tools and explore how generative AI and evolving privacy laws impact campaign performance. They will also assess emerging technologies such as retail-media networks, voice assistants and tokenised loyalty programmes, learning how to adapt strategies as new platforms and regulations arise. Through applied projects, case studies and a final capstone strategy, learners will integrate multiple channels and technologies into cohesive, future-oriented performance marketing strategies.

A project is a specific form of academic teaching and learning where students work on a subject related topic under the lecturer’s supervision. The learning goals pertain specifically to the problem assigned to the individual student. Projects aim at self-directed, problem-centered learning, focusing on researching resources and methods needed in order to address the assignments appropriately.

Agile online marketing is a modern, adaptive approach to digital marketing that prioritizes speed, flexibility, and data-driven decision-making. It borrows its core principles from the Agile software development movement, fundamentally shifting away from traditional, long-term marketing plans towards a more iterative and responsive process.

At its heart, agile online marketing is about breaking down large marketing initiatives into smaller, manageable tasks that are executed in short, focused cycles often called "sprints." Each sprint is a self-contained project with a clear goal, allowing marketing teams to launch campaigns, gather data, and analyze results in near real-time.

In this project, students will deepen their knowledge of what it means to be agile and learn how to implement agility in an online marketing environment. Agile marketing enables marketing teams to identify and prioritize high-value projects, allowing them to allocate their resources effectively.

This course gives a general introduction to the use of artificial intelligence in the application domain of e-commerce and marketing. First, the general application areas are introduced and put into a historical context. Then the focus shifts to virtual assistants and visual search. Determining the optimal price for a product or service is crucial to all aspects of e-commerce and marketing. Therefore, theoretical foundations will be examined before turning to discuss methods of how to adapt prices dynamically. The use of artificial intelligence requires extensive use of data. In marketing and e-commerce, in particular, personal data are often processed. Students will learn the regulatory aspects of what data may be processed and under what circumstances, as well as ethical considerations of how to use data responsibly within the allowed remit. Finally, case studies will illustrate the use of artificial intelligence in e-commerce and marketing.

This master’s course in digital marketing equips students with the skills to design, implement, and evaluate comprehensive digital marketing campaigns tailored for web platforms, mobile platforms, or an integrated approach across both. Students will master key aspects of campaign development, including analyzing and defining target audiences and customer segments, selecting appropriate advertising formats and communication channels, and determining optimal timing and duration for campaigns. A central focus is placed on formulating clear, measurable campaign objectives using the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) and connecting these objectives to relevant marketing metrics to systematically evaluate campaign success. The course also explores current trends and technologies, such as AI-driven personalization, data-based decision-making, and the integration of social media, mobile, and web into holistic campaign strategies. Students will critically engage with marketing ethics, privacy concerns, and the development of sustainable marketing strategies to prepare for today’s fast-paced, dynamic business environment.

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.