(MENAFN- The Peninsula) deepak john |
The Peninsula
Digital innovation and transformation are designed to equip students to lead and execute digital innovation initiatives and develop new business models for organisations.
Speaking to The Peninsula on the sidelines of QFBA-Northumbria University's launch of new master's programmes MSc in Business Analytics and MSc in Digital Marketing for the academic year 2023 – 2024, Dr. Ali Malik, Dean of Academic Affairs (Acting) Northumbria University, Doha Campus, said,“We have two new master's programmes which are launching from September 2023 and the applications are open now. They are MSc in Business Analytics and MSc in Digital Marketing.”
Dr. Malik added“Both programmes are unique in Qatar as no other institution is offering similar configuration and it makes us a pioneer institution in Qatar to offer these two post-graduation qualifications. The programmes are very modern, research based and are in response to the growing demand for employment opportunities and they are covered by the prestigious AACSB accreditations.”
Digital Marketing is a programme that has been developed in close consultation with the leading professional marketing bodies like Charted Institute of Marketing (CIM) and Institute of Direct and Digital Marketing (IDM). It enables students to understand the role of digital marketing strategies in the world which is led by digital innovation and transformation.
The programme also develops specialist knowledge in digital marketing, personal managerial and leadership attributes to the graduates and enables students to become self-employed. The student will learn tools like search engine optimization, paper click, RCO, Google analytics, Facebook paid advertising, and social media marketing management.
He explained that on the other hand, business analytics is a research based experiential learning focused programme. It enables students to understand the emergence of big data as a result of innovation, transformation and associated challenges and dynamics of the big data. The students as they are working will be working on the real problems of the real world companies and they will develop a personal portfolio of their achievements that they can present to the future employer to showcase their skills and accomplishments.
Speaking about digital disruption, Dr. Malik said, this has exposed all the organisations to data challenges. Digital Marketing looks at the development with marketing lens whereas Business Analytics looks at developments with analytical trend lens. We are spotting the trend, challenges, opportunities and how organisations can harness that to achieve competitive advantage.”
He further said, the partnership of QFBA with Northumbria University started in 2018.“We have been growing gradually despite challenges presented by the COVID-19 and have now very much established ourselves in the higher education sector of Qatar as a player and are able to attract faculty with an excellent professional background.”
“When we started in 2018, we focused on accounting and finance courses but now we are expanding and including courses like digital marketing and business analytics and next year we have plan to offer two more masters, one in economics and sustainability, other one in entrepreneurship and innovation management and also a bachelor in entrepreneurship. So, we will be expanding further next year,” he added.