Master of Science in Digital Marketing and Consumer Analytics (MScDMA)
with an Exit Option for Postgraduate Diploma in Digital Marketing and Consumer Analytics (PGDipDMA)
Program Overview
The Master of Science in Digital Marketing and Consumer Analytics (MScDMA) prepares future marketing professionals to lead in today’s AI-driven digital economy. The program combines digital marketing, consumer analytics, and artificial intelligence to help students develop the analytical, strategic, and technological skills needed to make data-driven business decisions. The curriculum focuses on digital marketing strategy, consumer insights, predictive analytics, AI applications, and ethical data practices. A defining feature of the program is its strong emphasis on experiential and practice-oriented learning, where students engage with real-world datasets, applied analytical tools, AI-driven marketing technologies, case-based learning, simulation exercises, and industry-relevant projects. Through coursework and applied research or consulting projects, students gain practical experience in solving real-world marketing challenges using data and emerging technologies. Aligned with the UAE’s vision for artificial intelligence and digital transformation, the Master of Science in Digital Marketing and Consumer Analytics (MScDMA) prepares graduates for careers in data-driven and digitally enabled organizations across sectors including retail, e-commerce, telecommunications, financial services, technology, media, consulting, and government. The program equips graduates with analytical, technological, and strategic competencies in areas such as digital marketing analytics, consumer insights, marketing data science, CRM and loyalty analytics, e-commerce analytics, and marketing innovation. Graduates will be capable of applying advanced analytics, artificial intelligence, and digital technologies to support marketing strategy, customer engagement, and data-informed decision-making, while also developing a strong foundation for continuous professional development and further academic study in marketing, consumer analytics, data science, and related disciplines. The program also offers a flexible exit option with a postgraduate diploma, recognizing intermediate achievement in the field of AI-driven marketing and consumer analytics.
Benefits
The MSc in Digital Marketing and Consumer Analytics provides graduates with an interdisciplinary skill set that integrates marketing strategy, consumer understanding, advanced analytics, and artificial intelligence, competencies increasingly required in data-driven organizations.
Students develop the ability to transform consumer and marketing data into actionable insights that support strategic decision-making, customer engagement, personalization, and business growth.
Through practice-oriented learning using real-world datasets, analytical tools, AI-driven marketing technologies, simulations, case studies, and industry-relevant projects, students gain practical experience in addressing contemporary marketing challenges.
The program also develops competencies in predictive analytics, CRM and loyalty analytics, e-commerce analytics, consumer insights, and responsible and ethical applications of data and AI.
Aligned with the UAE's priorities in artificial intelligence and digital transformation, the program prepares graduates to contribute to digitally enabled organizations across a wide range of industries and provides a strong foundation for professional advancement, entrepreneurship, consulting, and further academic study.
Career Opportunities
Graduates of the Master of Science in Digital Marketing and Consumer Analytics will be prepared to pursue and advance within a range of career pathways at the intersection of digital marketing, consumer analytics, data, and artificial intelligence.
Depending on their prior professional experience and career goals, graduates may pursue specialist, analytical, consulting, and managerial roles such as:
- Digital Marketing Managers and Specialists
- Marketing Analytics Managers and Analysts
- Consumer Insights Analysts
- CRM and Loyalty Analytics Specialists
- E-Commerce and Conversion Analytics Specialists
- Marketing Data Scientists
- AI Marketing Technology Specialists
- Social Media, Content, and Influencer Analytics Specialists
- Digital Strategy Consultants
- Marketing Research and Predictive Analytics Specialists
Graduates may also pursue entrepreneurial, consulting, and research-oriented opportunities, as well as further academic study in marketing, consumer analytics, data science, artificial intelligence, and related discipline.
The program has been awarded accreditation by the Commission for Academic Accreditation, Ministry of Higher Education and Scientific Research, UAE, effective from June 23, 2026.
The following program goals are designed to equip graduates with the strategic, analytical, technological, and ethical competencies required to lead data-driven marketing and consumer analytics initiatives in today’s AI-enabled digital environment.
Goal 1: Develop graduates with advanced strategic capabilities in digital marketing, brand management, and customer-centric decision-making within AI-enabled and data-rich business environments.
Goal 2: Cultivate strong quantitative, analytical, and data science competencies to support predictive modelling, segmentation, personalization, and optimization in marketing and consumer behaviour applications.
Goal 3: Foster the ability to drive digital marketing innovation and effectively manage AI-powered marketing technologies, platforms, and consumer analytics infrastructures.
Goal 4: Promote ethical reasoning, data privacy awareness, and regulatory compliance in the design and deployment of data-driven marketing and AI applications in alignment with international standards and UAE regulatory frameworks.
Upon successful completion of the Master of Science in Digital Marketing and Consumer Analytics program, the graduate will be able to:
PLO 1: Analyze digital marketing environments and apply advanced consumer behaviour theories and strategic frameworks to support data-driven decision-making in AI-enabled contexts.
PLO 2: Apply data analytics and machine learning techniques to analyze consumer data and develop predictive, data-driven marketing solutions.
PLO 3: Evaluate and implement AI-driven marketing technologies, including automation, personalization, and analytics platforms, to enhance marketing performance and customer engagement.
PLO 4: Assess ethical, legal, and regulatory implications of data and AI usage to ensure responsible, transparent, and compliant marketing practices.
PLO 5: Design and communicate applied research or professional projects that integrate analytics, strategy, and innovation to address real-world marketing challenges.
PLO 6: Assess sustainability considerations in digital marketing and consumer analytics to support responsible and strategic decision-making.
PLO 7: Lead innovative and entrepreneurial initiatives in digital marketing and consumer analytics, aligned with global trends and continuous improvement practices.
a. Master of Science in Digital Marketing and Consumer Analytics
The MScDMA degree will be awarded to a student upon completing the following requirements:
- A student enrolled in the MScDMA program must have passed 33 credit hours.
- A student must have achieved a CGPA of not less than 3.0 on a scale of 4.0 points.
- A student must have earned at least 75% of credits at CUD.
- Dissertation or Consulting Project in Digital Marketing and Consumer Analytics must be completed at CUD.
b. Exit Award - Postgraduate Diploma in Digital Marketing and Consumer Analytics
Students who choose to exit the MScDMA program before completing the full degree may be eligible for the PGDipDMA, subject to the following requirements:
- Successful completion of 24 credit hours of coursework from the MScDMA program curriculum.
- Achievement of a minimum CGPA of 3.0 on a 4.0 scale.
- Completion of at least 75% of the credit hours at CUD.
Program Structure
| Course Type | MScDMA Credit Hours | PGDipDMA Credit Hours |
|---|---|---|
| Core Courses | 21 Cr. Hrs. | 18 Cr. Hrs. |
| Electives | 06 Cr. Hrs. | 06 Cr. Hrs. |
| Practical Experience and Projects | 06 Cr. Hrs. | - |
| Total | 33 Cr. Hrs. | 24 Cr. Hrs. |
| Prefix | Code | Course Title | Pre/Co-requisite | Cr. Hrs. |
|---|---|---|---|---|
| DMA | 601 | Digital Marketing Strategy and Omnichannel Management | None | 3 |
| DMA | 602 | Marketing Analytics & Predictive Modelling | None | 3 |
| DMA | 603 | Consumer Behaviour in AI-Enabled Environments | None | 3 |
| DMA | 604 | Marketing Research and Experimental Design | DMA 602 | 3 |
| DMA | 605 | Customer Journey and Customer Relationship Management Analytics | DMA 603 | 3 |
| DMA | 606 | Social Media, Content and Influencer Analytics | DMA 601 | 3 |
| DMA | 607 | Ethics, Privacy and Responsible AI in Digital Marketing | None | 3 |
| Prefix | Code | Course Title | Prerequisite | Cr. Hrs. |
|---|---|---|---|---|
| Elective Courses (06 Credits): Students are required to select two courses from the following courses. | ||||
| DMA | 621 | AI for Personalization and Recommender Systems | DMA 602 | 3 |
| DMA | 622 | E-Commerce and Conversion Optimization | None | 3 |
| DMA | 623 | Brand Management in a Data-Driven Era | None | 3 |
| DMA | 624 | Retail, Location and Omnichannel Analytics | DMA 601 | 3 |
| DMA | 625 | Advanced Consumer and Social Media Data Analytics | DMA 603 | 3 |
| Prefix | Code | Course Title | Pre/Co-requisite | Cr. Hrs. |
|---|---|---|---|---|
| DMA | 700 | Dissertation | Completion of 18 Cr. Hrs. | 6 |
| OR | ||||
| DMA | 710 | Consulting Project in Digital Marketing and Consumer Analytics | Completion of 18 Cr. Hrs. | 6 |