University Vice-Presidency for Graduate Studies

And Scientific Research

Deanship of Graduate Studies

STUDY PLAN PROJECT

College of Administrative and Financial Sciences

Department of Business Administration

Program: Master of Business Administration (MBA) (Digital Marketing)

COLLEGE AT A GLANCE:
History:
The CAF was the first college to start teaching after the issuing of the Honorable Royal
Decree number 37409/B dated 10/09/1432 Hijra, ordaining the establishment of the Saudi
Electronic University. In a first step towards realizing the vision and mission of the SEU,
the CAF started by constituting the following academic departments: Department of
Business Administration, Department of Finance, Department of Accountancy,
Department of E-Commerce. The CAF opens wide doors for the future, since its fields of
specialization are needed for projects and partnerships in any public or private sectors
company and institutions. The college provides the knowledge-base needed for study,
investments and movement of capital in line with the appropriate scientific methods.
Before planning and consulting construction companies, investors turn to business
experts, graduate of business administration colleges, for viability studies. Studying in the
administration and finance is in demand by many students, due to the interest and
satisfaction they find in studying something they like and find relevant to innovation in
areas which others would not see as useful or not even possible. This is why many
individuals enjoy the challenge of starting from simple projects to create legendary
success building companies recognized internationally, by pursuit of proper planning and
sound bases offered by administration studies.

Objectives
1. To offer academic programs of high distinction capable of producing excellent leaning
outcomes effective in developing and innovating high level products and services.
2. To contribute to achieving quality and distinction and creating a culture of creativity in
the art and science of management.
3. To offer to students quality skills and knowledge products through utilization of up-to-
date learning training methods.
4. To offer and develop administrative abilities and professional leadership in learners,
enabling them to play a leading role in the public and private sectors.
5. To apply quality assurance standards recognized locally and internationally.
6. To graduate administrators and business leaders who can satisfy the need of local,
regional and international job market standards.
7. To develop in learners the skills of creative thinking though synthesis and analysis
and to reinforce the value of team work and the ability of reaching collective decision.

A. PROGRAM IDENTIFICATION AND GENERAL INFORMATION

1. Program title:
Master of Business Administration (MBA) (Digital Marketing)
2. Total credit hours needed for completion of the program:
36
3. Award granted on completion of the program:
MBA (Digital Marketing)
4. Major tracks/pathways or specializations within the program:
Digital Marketing
5. Professional occupations:
This specialized program in Business Administration Qualifies graduates that are
capable of operating in various managerial positions including but not limited to:
 General Manager
 Marketing Analyst & AI specialist
 Digital Marketing Manager
 Content Marketing Manager & Strategist
 Social Media Manager
 Advertising Manager
 Public Relations Manager
 SEO/SEM Manager & Specialist
6. Name of program coordinator or chair:
Dr. Abdullah Ali Alkhoraif
Email: [email protected]

B. PROGRAM CONTEXT:
1. Rationales of the program:
This specialized program has been designed to prepare the young graduates to adapt
with the digital transformation of the domestic and international businesses. SEU
developed this MBA in response to the rapid growth of e-commerce, social media, and
online engagement. It is the first of its kind in the region and one of only a handful of
advanced degrees in digital marketing in the world. Moreover, it is the first MBA-level
program in the region to be accredited by the Digital Marketing Institute (DMI). Keeping
Saudi Vision 2030 in mind, this program includes many futuristic courses to address the
future needs of Saudi digital economy. This program uniquely blends business,
leadership, and digital marketing skills to prepare students for today’s fast-paced global
economy.

For successful completion of this program, participants must successfully complete a total
of 36 credit hours. The normal duration for this MBA program is 2 years (4 semesters) for
the students.
2. Relevance of the program to the mission and goals of the institution:
Pending for Approval
3. Relationship to other programs:
a. Courses required from other programs:
MBA
b. Courses provided to other programs:
None
4. Specific enrolment requirements: (IT skills, Language…):
None

C. GOALS AND OBJECTIVES:

1. Program goals:
This program aims at enabling learners to:
 Develop a strategic marketing plan that integrates all communications—from
advertising to tweeting—into a seamless marketing campaign.
 Apply consumer decision-making models that create or enhance the customer
journey.
 Use websites, search engine strategies, social media platforms, and mobile apps to
drive engagement, increase brand value, and creatively market to a broad set of
consumers.
 Apply digital marketing analytics to accurately assess digital marketing efforts'
effectiveness to contribute to the organization’s financial and marketing goals.
2. Program Learning Outcomes
Knowledge and Understanding
K1 Demonstrate a knowledge of management theories and skills to organizational
challenges in a global context.
K2 Apply knowledge of leadership theory to marketing strategies, both traditional and
digital challenges, to increase organizational effectiveness.
Skills
S1 Demonstrate the application of effective communication and research skills.
S2 Apply core marketing strategies, both traditional and digital, and communication
theories and skills, to support management decision-making.
S3 Create unified, holistic digital marketing campaigns based on the integration of
theory, management, and digital marketing techniques.
Values
V1 Select appropriate ethical behaviors and best practices for strategic planning, design
and organizational sustainability.
V2 Design an organizational culture that values digital marketing innovation and uses
strategies, new approaches, and emerging technologies to drive economic
performance.
D. PROGRAM STRUCTURE AND ORGANIZATION
 Program Description
A/ Program Structure by kind of requirements:
Course Credit Pre- Co-
Kind of Requirements Code Course Title Hours requisites requisites

General Core -- -- -- -- --
College Requirements -- -- -- -- --
Department ECN500 Global 3
N/A N/A
Requirements Economics
RES 500 Academic 3
Writing and
N/A N/A
Research
Skills
FIN500 Principles of 3
N/A N/A
Finance
 MGT560 Leadership 3 ECN500 &
N/A
Development RES500
MKT500 Digital 3
ECN500 &
Marketing N/A
RES500
Management
MGT510 Strategy 3 ECN500 &
N/A
Planning RES500
MKT560 Online 3 MKT500
Marketing and
N/A
Social Media
Channels
MKT600 Brand 3 MGT510
Management and
N/A
in a Digital MKT500
World
MKT540 Consumer 3 MKT500
behaviour and
N/A
the Customer
Journey
MKT610 IMC Meets 3 MKT560 &
Digital MKT540
N/A
Campaign
Planning
MKT640 Digital 3 MKT560 &
Marketing MKT540 N/A
Analytics
Special Topics & MGT 675 Research 3 Completion
N/A
Research Project of 27 hours
Total 36

B/ Program Structure by years

Year 1
Pre-
Course Credit
Year 1 Course Title requisites Co-requisites
Code Hours

ECN500 Global Economics 3 N/A N/A

RES Academic Writing and
Semester 1 3 N/A N/A
500 Research Skills
FIN500 Principles of Finance 3 N/A N/A
Total 9

Pre-
Course Credit
Year 1 requisites Co-requisites
Code Course Title Hours

ECN500 &
Semester 2 MGT560 Leadership Development 3 N/A
RES500
 Digital Marketing ECN500 &
MKT500 3 N/A
Management RES500
ECN500 &
MGT510 Strategy Planning 3 N/A
RES500
Total 9
Year 2
Course Credit Pre-
Year 2 requisites Co-requisites
Code Course Title Hours
Online Marketing and Social
MKT560 3 MKT500 N/A
Media Channels
Brand Management in a MGT510 &
Semester 1 MKT600 3 N/A
Digital World MKT500
Consumer behaviour and
MKT540 3 MKT500 N/A
the Customer Journey
Total 9

Course Credit Pre- Co-requisites

Year 2 Code Course Title Hours requisites

MKT610 IMC Meets Digital 3 MKT560 &

N/A
Campaign Planning MKT540
MKT640 Digital Marketing Analytics 3 MKT560 &
N/A
MKT540
Semester 2
MGT 675 Research Project 3 Completion
N/A
of 27 hours
Total 9
Total 36

3. Field Experience (internship, cooperative program….):

N/A
a. Brief description
N/A
b. Semester:
N/A
c. Time allocation and scheduling arrangement
N/A
d. Number of credit hours
N/A
e. Intended learning outcomes
N/A
f. Assessment procedures
N/A

4. Project or Research Requirements (if applicable)

a. Brief description
The course is required to be undertaken under the guidance of a faculty member.
Essentially, the project needs to be practical, relevant, and address a problem of great
interest to practitioners (corporate), local or global economy and real-life applications.
Therefore, while the project helps to integrate prior MBA courses, and develop students’
analytical skills, it also provides exposure to the students to the real happenings in the
business world.
b. Semester:
4th Semester (2nd Year)
c. Number of credit hours:
3
d. Intended learning outcomes:
 Developing sound solutions and recommendations to business and social problems
by researching, analyzing, synthesizing, and evaluating information using qualitative
and quantitative analytical reasoning.
 Developing the skills to independently identify a research problem, formulate research
designs, and develop research questions, and a corresponding research strategy or
general line of approach.
 Developing proficiency in conducting literature review & proposing a
theoretical/conceptual framework.
 Developing necessary skills to gather, analyze and interpret scientific data.
 Developing effective and persuasive written and oral communication skills in
expressing ideas, research findings, and recommendations etc. using a variety of
communications skills and tools.
 e. Assessment procedures
By Project Committee Members.
5. Admission Requirements for the program:
 Bachelor's degree (regular or blended education) from a MOE-recognized university.
If the certificate is obtained from abroad, it must be accredited according to the
equivalency program provided by the Ministry of Education (MOE).
 Have a cumulative GPA in the bachelor’s degree should not be less than Good (2.00
out of 4.00 or 3.00 out of 5.00).
 If the applicant does not fulfill the requirements of the specialization, he will be
accepted to study a preparatory semester, usually in the summer semester, and upon
passing the preparatory courses, the applicant will continue studying the Business
Administration program in the first semester of the academic year. Please see
the courses of the Business Administration Preparatory Semester.
 Submit the result of one of the approved English language tests, either (IELTS) with
a score of no less than 5 or (STEP) with a score of no less than 76. The period for
obtaining the test result does not exceed two years and is excluded from the
requirement. The validity period of the test is (two years) is excluded for the students
who have obtained a bachelor’s degree from universities in countries where the
mother language is English and the universities are recognized by the Ministry of
Education. You need to submit only one test.
 Submit two scientific recommendations from your professors who thought you in your
previous degree.
 If you are an employee, you need to submit a letter from your employer stating that
you are permitted to study.
 Graduate assessment tests such as GMAT or GRE are not required, but they can be
attached as support for acceptance when preference is given to applicants.

6. Attendance and Completion Requirements:

 For successful completion of this program, students must successfully complete a
total of 36 credit hours.
 For successful completion of this program, students must achieve a GPA of 2.75 or
higher.
 A minimum of 75% attendance is required in each course over four semesters.

G. LEARNING FACILITIES AND EQUIPMENT:

1. Facilities required
As it is being conducted in a blended learning format, the following facilities are required:
 Allocated office spaces for visiting or office hours.
 In house medical facilities.
 In house cafeteria.
2. Classrooms
 Classroom for 30 (approx.) students
 Podium

3. Equipment (including IT)

 Projector HDMI
 Smart Board
 Computer with latest software packages
 SPSS, Spreadsheet and the tools available on Blackboard
 Wi-Fi