MSc

MSc Marketing & Digital Transformation

MSc Marketing & Digital Transformation — an accredited Master's for people doing this work, not just reading about it.

Online & New Capital Campus

4 Semesters (2 Years)36 creditsEnglish and Arabic (bilingual assessment; academic Arabic required for AR-medium tracks)

Begin your application Explore programme

Overview

Customer strategy, digital channels, marketing analytics and the organisational change behind digital-first marketing. Imperial University in Cairo delivers this award fully online across the Arab region. There is no campus. English is the administrative language of the award; Arabic-medium tracks require additional language evidence. Assessment is identity-checked. This is an academic Master's award; where a field has a licensing or registration route, that remains a matter for your professional body or regulator. You will work through the material as a practitioner-researcher: applied methods, real or anonymised cases, and a supervised capstone or dissertation as the final component. Faculty mark whether you noticed the constraints a slide deck usually hides. MSc Marketing & Digital Transformation is taught as one award, not a list of unrelated modules. The published length is 4 Semesters (2 Years), and the credit total is 36. Students move from Marketing Strategy & Value Creation through Marketing Strategy & Value Creation; Consumer Behaviour & Decision Psychology; Brand Equity, Architecture & Positioning; Digital Marketing, Content & Platform Growth; Integrated Marketing Communications & Media; Pricing, Revenue & Product Marketing, and finish on Marketing Capstone Project. Each course has a question, a method, and a submission. In this field, students justify a marketing decision with evidence rather than a slogan. Reading is a brief, a channel note, and a measurement plan. The artefact a marker expects is a campaign or content recommendation with audience, channel, and measure. The award is built so that a graduate can do the following in practice: Set a customer strategy and a positioning that holds up Run marketing analytics, attribution and experiments Plan and measure across digital channels and content Teaching assumes the student can read a source, attempt a problem before the seminar, and revise after feedback. Attendance at live seminars is part of the design. The capstone or final course must use the methods of the earlier courses; a project that ignores them does not pass. The pages for each course name the topics that are examined. Those topics are the syllabus. A brochure line is not a substitute for them.

The programme carries 36 credits across four assessed modules. Delivery is tuition-free aside from the examination fee. Transcripts use letter grades and a GPA scale consistent with Imperial University in Cairo awards. No professional-body logo is used in marketing to imply endorsement.

Who This Programme Is For

Marketing and communications professionals
Founders and product leads who own growth
Analysts moving into marketing
Graduates entering the field

How you can study

Digital only

Study online

100% tuition-free online

Online tuition is completely free. Study from anywhere in Egypt, the Arab region, and worldwide with full digital flexibility.

✦ Tuition: £0 / $0
✦ Examinations are free. There is no exam fee.
✦ Learn from anywhere · Live online seminars

Apply online →

What You Will Learn

Set a customer strategy and a positioning that holds up
Run marketing analytics, attribution and experiments
Plan and measure across digital channels and content
Lead brand and reputation through a crisis

Curriculum

Module 1: Marketing Strategy Core

Code	Course	Credits · hours
ALX72201	Marketing Strategy & Value Creation Marketing Strategy & Value Creation (ALX72201) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Marketing Strategy & Value Creation as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72201-M1 · Audience, offer, and the evidence for both — Marketing Strategy & Value Creation ALX72201-M2 · Channel choice and what the channel cannot do — Marketing Strategy & Value Creation ALX72201-M3 · Message, proof, and a measure of response — Marketing Strategy & Value Creation ALX72201-M4 · Ethics of persuasion and claims that must not be made — Marketing Strategy & Value Creation ALX72201-M5 · A campaign or content decision with a budget line — Marketing Strategy & Value Creation ALX72201-M6 · A recommendation a client could act on — Marketing Strategy & Value Creation	3 · 30 h
ALX72202	Consumer Behaviour & Decision Psychology Consumer Behaviour & Decision Psychology (ALX72202) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can read a finding and say what it shows about behaviour, and what it does not, using Consumer Behaviour & Decision Psychology as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses one empirical paper, one methods critique, and an ethics note. Seminar time is for the decision, not for reading the materials aloud. Assessment is a critical review that a non-specialist manager could follow. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. This course does not confer a psychology, counselling, or clinical licence. ALX72202-M1 · Constructs, measures, and what a score does not mean — Consumer Behaviour & Decision Psychology ALX72202-M2 · Study design, bias, and sample limits — Consumer Behaviour & Decision Psychology ALX72202-M3 · Evidence review and competing explanations — Consumer Behaviour & Decision Psychology ALX72202-M4 · Ethics of inquiry and the duty not to overclaim — Consumer Behaviour & Decision Psychology ALX72202-M5 · Application to one workplace or community setting — Consumer Behaviour & Decision Psychology ALX72202-M6 · A critical review with method, finding, and limit — Consumer Behaviour & Decision Psychology	3 · 30 h
ALX72203	Brand Equity, Architecture & Positioning Brand Equity, Architecture & Positioning (ALX72203) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Brand Equity, Architecture & Positioning as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72203-M1 · Audience, offer, and the evidence for both — Brand Equity, Architecture & Positioning ALX72203-M2 · Channel choice and what the channel cannot do — Brand Equity, Architecture & Positioning ALX72203-M3 · Message, proof, and a measure of response — Brand Equity, Architecture & Positioning ALX72203-M4 · Ethics of persuasion and claims that must not be made — Brand Equity, Architecture & Positioning ALX72203-M5 · A campaign or content decision with a budget line — Brand Equity, Architecture & Positioning ALX72203-M6 · A recommendation a client could act on — Brand Equity, Architecture & Positioning	3 · 30 h

Code

Course

Credits · hours

ALX72201

Marketing Strategy & Value Creation

Marketing Strategy & Value Creation (ALX72201) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Marketing Strategy & Value Creation as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72201-M1 · Audience, offer, and the evidence for both — Marketing Strategy & Value Creation
ALX72201-M2 · Channel choice and what the channel cannot do — Marketing Strategy & Value Creation
ALX72201-M3 · Message, proof, and a measure of response — Marketing Strategy & Value Creation
ALX72201-M4 · Ethics of persuasion and claims that must not be made — Marketing Strategy & Value Creation
ALX72201-M5 · A campaign or content decision with a budget line — Marketing Strategy & Value Creation
ALX72201-M6 · A recommendation a client could act on — Marketing Strategy & Value Creation

3 · 30 h

ALX72202

Consumer Behaviour & Decision Psychology

Consumer Behaviour & Decision Psychology (ALX72202) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can read a finding and say what it shows about behaviour, and what it does not, using Consumer Behaviour & Decision Psychology as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses one empirical paper, one methods critique, and an ethics note. Seminar time is for the decision, not for reading the materials aloud. Assessment is a critical review that a non-specialist manager could follow. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. This course does not confer a psychology, counselling, or clinical licence.

ALX72202-M1 · Constructs, measures, and what a score does not mean — Consumer Behaviour & Decision Psychology
ALX72202-M2 · Study design, bias, and sample limits — Consumer Behaviour & Decision Psychology
ALX72202-M3 · Evidence review and competing explanations — Consumer Behaviour & Decision Psychology
ALX72202-M4 · Ethics of inquiry and the duty not to overclaim — Consumer Behaviour & Decision Psychology
ALX72202-M5 · Application to one workplace or community setting — Consumer Behaviour & Decision Psychology
ALX72202-M6 · A critical review with method, finding, and limit — Consumer Behaviour & Decision Psychology

3 · 30 h

ALX72203

Brand Equity, Architecture & Positioning

Brand Equity, Architecture & Positioning (ALX72203) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Brand Equity, Architecture & Positioning as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72203-M1 · Audience, offer, and the evidence for both — Brand Equity, Architecture & Positioning
ALX72203-M2 · Channel choice and what the channel cannot do — Brand Equity, Architecture & Positioning
ALX72203-M3 · Message, proof, and a measure of response — Brand Equity, Architecture & Positioning
ALX72203-M4 · Ethics of persuasion and claims that must not be made — Brand Equity, Architecture & Positioning
ALX72203-M5 · A campaign or content decision with a budget line — Brand Equity, Architecture & Positioning
ALX72203-M6 · A recommendation a client could act on — Brand Equity, Architecture & Positioning

3 · 30 h

Module 2: Growth & Channels

Code	Course	Credits · hours
ALX72205	Digital Marketing, Content & Platform Growth Digital Marketing, Content & Platform Growth (ALX72205) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Digital Marketing, Content & Platform Growth as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72205-M1 · Audience, offer, and the evidence for both — Digital Marketing, Content & Platform Growth ALX72205-M2 · Channel choice and what the channel cannot do — Digital Marketing, Content & Platform Growth ALX72205-M3 · Message, proof, and a measure of response — Digital Marketing, Content & Platform Growth ALX72205-M4 · Ethics of persuasion and claims that must not be made — Digital Marketing, Content & Platform Growth ALX72205-M5 · A campaign or content decision with a budget line — Digital Marketing, Content & Platform Growth ALX72205-M6 · A recommendation a client could act on — Digital Marketing, Content & Platform Growth	3 · 30 h
ALX72206	Integrated Marketing Communications & Media Integrated Marketing Communications & Media (ALX72206) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Integrated Marketing Communications & Media as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72206-M1 · Audience, offer, and the evidence for both — Integrated Marketing Communications & Media ALX72206-M2 · Channel choice and what the channel cannot do — Integrated Marketing Communications & Media ALX72206-M3 · Message, proof, and a measure of response — Integrated Marketing Communications & Media ALX72206-M4 · Ethics of persuasion and claims that must not be made — Integrated Marketing Communications & Media ALX72206-M5 · A campaign or content decision with a budget line — Integrated Marketing Communications & Media ALX72206-M6 · A recommendation a client could act on — Integrated Marketing Communications & Media	3 · 30 h
ALX72207	Pricing, Revenue & Product Marketing Pricing, Revenue & Product Marketing (ALX72207) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Pricing, Revenue & Product Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72207-M1 · Audience, offer, and the evidence for both — Pricing, Revenue & Product Marketing ALX72207-M2 · Channel choice and what the channel cannot do — Pricing, Revenue & Product Marketing ALX72207-M3 · Message, proof, and a measure of response — Pricing, Revenue & Product Marketing ALX72207-M4 · Ethics of persuasion and claims that must not be made — Pricing, Revenue & Product Marketing ALX72207-M5 · A campaign or content decision with a budget line — Pricing, Revenue & Product Marketing ALX72207-M6 · A recommendation a client could act on — Pricing, Revenue & Product Marketing	3 · 30 h

Code

Course

Credits · hours

ALX72205

Digital Marketing, Content & Platform Growth

Digital Marketing, Content & Platform Growth (ALX72205) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Digital Marketing, Content & Platform Growth as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72205-M1 · Audience, offer, and the evidence for both — Digital Marketing, Content & Platform Growth
ALX72205-M2 · Channel choice and what the channel cannot do — Digital Marketing, Content & Platform Growth
ALX72205-M3 · Message, proof, and a measure of response — Digital Marketing, Content & Platform Growth
ALX72205-M4 · Ethics of persuasion and claims that must not be made — Digital Marketing, Content & Platform Growth
ALX72205-M5 · A campaign or content decision with a budget line — Digital Marketing, Content & Platform Growth
ALX72205-M6 · A recommendation a client could act on — Digital Marketing, Content & Platform Growth

3 · 30 h

ALX72206

Integrated Marketing Communications & Media

Integrated Marketing Communications & Media (ALX72206) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Integrated Marketing Communications & Media as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72206-M1 · Audience, offer, and the evidence for both — Integrated Marketing Communications & Media
ALX72206-M2 · Channel choice and what the channel cannot do — Integrated Marketing Communications & Media
ALX72206-M3 · Message, proof, and a measure of response — Integrated Marketing Communications & Media
ALX72206-M4 · Ethics of persuasion and claims that must not be made — Integrated Marketing Communications & Media
ALX72206-M5 · A campaign or content decision with a budget line — Integrated Marketing Communications & Media
ALX72206-M6 · A recommendation a client could act on — Integrated Marketing Communications & Media

3 · 30 h

ALX72207

Pricing, Revenue & Product Marketing

Pricing, Revenue & Product Marketing (ALX72207) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Pricing, Revenue & Product Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72207-M1 · Audience, offer, and the evidence for both — Pricing, Revenue & Product Marketing
ALX72207-M2 · Channel choice and what the channel cannot do — Pricing, Revenue & Product Marketing
ALX72207-M3 · Message, proof, and a measure of response — Pricing, Revenue & Product Marketing
ALX72207-M4 · Ethics of persuasion and claims that must not be made — Pricing, Revenue & Product Marketing
ALX72207-M5 · A campaign or content decision with a budget line — Pricing, Revenue & Product Marketing
ALX72207-M6 · A recommendation a client could act on — Pricing, Revenue & Product Marketing

3 · 30 h

Module 3: Leadership & Practice

Code	Course	Credits · hours
ALX72209	Brand Leadership, Reputation & Crisis Brand Leadership, Reputation & Crisis (ALX72209) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Brand Leadership, Reputation & Crisis as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72209-M1 · Audience, offer, and the evidence for both — Brand Leadership, Reputation & Crisis ALX72209-M2 · Channel choice and what the channel cannot do — Brand Leadership, Reputation & Crisis ALX72209-M3 · Message, proof, and a measure of response — Brand Leadership, Reputation & Crisis ALX72209-M4 · Ethics of persuasion and claims that must not be made — Brand Leadership, Reputation & Crisis ALX72209-M5 · A campaign or content decision with a budget line — Brand Leadership, Reputation & Crisis ALX72209-M6 · A recommendation a client could act on — Brand Leadership, Reputation & Crisis	3 · 30 h
ALX72210	Customer & Digital Transformation Customer & Digital Transformation (ALX72210) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Customer & Digital Transformation as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72210-M1 · Audience, offer, and the evidence for both — Customer & Digital Transformation ALX72210-M2 · Channel choice and what the channel cannot do — Customer & Digital Transformation ALX72210-M3 · Message, proof, and a measure of response — Customer & Digital Transformation ALX72210-M4 · Ethics of persuasion and claims that must not be made — Customer & Digital Transformation ALX72210-M5 · A campaign or content decision with a budget line — Customer & Digital Transformation ALX72210-M6 · A recommendation a client could act on — Customer & Digital Transformation	3 · 30 h
ALX72211	Sustainable & Inclusive Marketing Sustainable & Inclusive Marketing (ALX72211) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can draw the system, name the constraint that binds it, and compare two responses, using Sustainable & Inclusive Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a system description, an indicator note, and a project option paper. Seminar time is for the decision, not for reading the materials aloud. Assessment is a recommendation for one decision, with the evidence and the downside. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. This course does not confer a professional engineering licence. ALX72211-M1 · System boundary, constraint, and actors — Sustainable & Inclusive Marketing ALX72211-M2 · Indicators, sources of error, and a better measure — Sustainable & Inclusive Marketing ALX72211-M3 · Two options on cost, time, and downside — Sustainable & Inclusive Marketing ALX72211-M4 · Safety, environmental limit, and who bears the risk — Sustainable & Inclusive Marketing ALX72211-M5 · A site, grid, or product decision — Sustainable & Inclusive Marketing ALX72211-M6 · A recommendation with evidence and residual risk — Sustainable & Inclusive Marketing	3 · 30 h

Code

Course

Credits · hours

ALX72209

Brand Leadership, Reputation & Crisis

Brand Leadership, Reputation & Crisis (ALX72209) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Brand Leadership, Reputation & Crisis as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72209-M1 · Audience, offer, and the evidence for both — Brand Leadership, Reputation & Crisis
ALX72209-M2 · Channel choice and what the channel cannot do — Brand Leadership, Reputation & Crisis
ALX72209-M3 · Message, proof, and a measure of response — Brand Leadership, Reputation & Crisis
ALX72209-M4 · Ethics of persuasion and claims that must not be made — Brand Leadership, Reputation & Crisis
ALX72209-M5 · A campaign or content decision with a budget line — Brand Leadership, Reputation & Crisis
ALX72209-M6 · A recommendation a client could act on — Brand Leadership, Reputation & Crisis

3 · 30 h

ALX72210

Customer & Digital Transformation

Customer & Digital Transformation (ALX72210) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Customer & Digital Transformation as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72210-M1 · Audience, offer, and the evidence for both — Customer & Digital Transformation
ALX72210-M2 · Channel choice and what the channel cannot do — Customer & Digital Transformation
ALX72210-M3 · Message, proof, and a measure of response — Customer & Digital Transformation
ALX72210-M4 · Ethics of persuasion and claims that must not be made — Customer & Digital Transformation
ALX72210-M5 · A campaign or content decision with a budget line — Customer & Digital Transformation
ALX72210-M6 · A recommendation a client could act on — Customer & Digital Transformation

3 · 30 h

ALX72211

Sustainable & Inclusive Marketing

Sustainable & Inclusive Marketing (ALX72211) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can draw the system, name the constraint that binds it, and compare two responses, using Sustainable & Inclusive Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a system description, an indicator note, and a project option paper. Seminar time is for the decision, not for reading the materials aloud. Assessment is a recommendation for one decision, with the evidence and the downside. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. This course does not confer a professional engineering licence.

ALX72211-M1 · System boundary, constraint, and actors — Sustainable & Inclusive Marketing
ALX72211-M2 · Indicators, sources of error, and a better measure — Sustainable & Inclusive Marketing
ALX72211-M3 · Two options on cost, time, and downside — Sustainable & Inclusive Marketing
ALX72211-M4 · Safety, environmental limit, and who bears the risk — Sustainable & Inclusive Marketing
ALX72211-M5 · A site, grid, or product decision — Sustainable & Inclusive Marketing
ALX72211-M6 · A recommendation with evidence and residual risk — Sustainable & Inclusive Marketing

3 · 30 h

Module 4: Integration & Capstone

Code	Course	Credits · hours
ALX72213	Research Design for Marketing Research Design for Marketing (ALX72213) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Research Design for Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72213-M1 · Audience, offer, and the evidence for both — Research Design for Marketing ALX72213-M2 · Channel choice and what the channel cannot do — Research Design for Marketing ALX72213-M3 · Message, proof, and a measure of response — Research Design for Marketing ALX72213-M4 · Ethics of persuasion and claims that must not be made — Research Design for Marketing ALX72213-M5 · A campaign or content decision with a budget line — Research Design for Marketing ALX72213-M6 · A recommendation a client could act on — Research Design for Marketing	3 · 30 h
ALX72214	Writing for the C-Suite Writing for the C-Suite (ALX72214) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Writing for the C-Suite as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72214-M1 · Audience, offer, and the evidence for both — Writing for the C-Suite ALX72214-M2 · Channel choice and what the channel cannot do — Writing for the C-Suite ALX72214-M3 · Message, proof, and a measure of response — Writing for the C-Suite ALX72214-M4 · Ethics of persuasion and claims that must not be made — Writing for the C-Suite ALX72214-M5 · A campaign or content decision with a budget line — Writing for the C-Suite ALX72214-M6 · A recommendation a client could act on — Writing for the C-Suite	3 · 30 h
ALX72215	Marketing Capstone Project Marketing Capstone Project (ALX72215) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Marketing Capstone Project as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone. ALX72215-M1 · Audience, offer, and the evidence for both — Marketing Capstone Project ALX72215-M2 · Channel choice and what the channel cannot do — Marketing Capstone Project ALX72215-M3 · Message, proof, and a measure of response — Marketing Capstone Project ALX72215-M4 · Ethics of persuasion and claims that must not be made — Marketing Capstone Project ALX72215-M5 · A campaign or content decision with a budget line — Marketing Capstone Project ALX72215-M6 · A recommendation a client could act on — Marketing Capstone Project	3 · 30 h

Code

Course

Credits · hours

ALX72213

Research Design for Marketing

Research Design for Marketing (ALX72213) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Research Design for Marketing as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72213-M1 · Audience, offer, and the evidence for both — Research Design for Marketing
ALX72213-M2 · Channel choice and what the channel cannot do — Research Design for Marketing
ALX72213-M3 · Message, proof, and a measure of response — Research Design for Marketing
ALX72213-M4 · Ethics of persuasion and claims that must not be made — Research Design for Marketing
ALX72213-M5 · A campaign or content decision with a budget line — Research Design for Marketing
ALX72213-M6 · A recommendation a client could act on — Research Design for Marketing

3 · 30 h

ALX72214

Writing for the C-Suite

Writing for the C-Suite (ALX72214) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Writing for the C-Suite as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72214-M1 · Audience, offer, and the evidence for both — Writing for the C-Suite
ALX72214-M2 · Channel choice and what the channel cannot do — Writing for the C-Suite
ALX72214-M3 · Message, proof, and a measure of response — Writing for the C-Suite
ALX72214-M4 · Ethics of persuasion and claims that must not be made — Writing for the C-Suite
ALX72214-M5 · A campaign or content decision with a budget line — Writing for the C-Suite
ALX72214-M6 · A recommendation a client could act on — Writing for the C-Suite

3 · 30 h

ALX72215

Marketing Capstone Project

Marketing Capstone Project (ALX72215) is a 3-credit course on MSc Marketing & Digital Transformation, with 30 notional learning hours. By the end, students can justify a marketing decision with evidence rather than a slogan, using Marketing Capstone Project as the working context rather than a generic management example. The course is taught in three movements. First, students establish the terms and the decision the course is about. Second, they apply the method to a case, dataset, text, or design and compare it with a weaker alternative. Third, they revise the work after feedback and state what the conclusion cannot support. Preparation uses a brief, a channel note, and a measurement plan. Seminar time is for the decision, not for reading the materials aloud. Assessment is a campaign or content recommendation with audience, channel, and measure. A pass requires a clear method, evidence a marker can check, and an explicit limit. Credit is not awarded for summary alone.

ALX72215-M1 · Audience, offer, and the evidence for both — Marketing Capstone Project
ALX72215-M2 · Channel choice and what the channel cannot do — Marketing Capstone Project
ALX72215-M3 · Message, proof, and a measure of response — Marketing Capstone Project
ALX72215-M4 · Ethics of persuasion and claims that must not be made — Marketing Capstone Project
ALX72215-M5 · A campaign or content decision with a budget line — Marketing Capstone Project
ALX72215-M6 · A recommendation a client could act on — Marketing Capstone Project

3 · 30 h

Career Paths

Marketing manager / brand manager
Growth and lifecycle marketing
Marketing analytics and insight
Communications and PR leadership
Content and digital strategy roles

Programme Highlights

Consumer psychology, brand and analytics together
Digital channels, content and experimentation
A capstone brand or growth project
Portfolio-ready deliverables

Assessment

Modules are assessed through a published mix of coursework, applied projects, and examinations. Exam windows are announced in advance so students in other time zones are not forced into overnight sittings. Alternative arrangements are available where documented.

Admission requirements

Academic entry

Bachelor's degree from a recognised institution (minimum 2:2 / GPA 2.5/4.0 or an equivalent national scale)
Identity document for remote identity-checked assessment enrolment

English language

English proficiency: IELTS 5.5, TOEFL 46 or equivalent (waived for prior English-medium study). Arabic-medium tracks require additional academic-Arabic evidence as stated on the programme page.

Documents

Statement of Purpose (500 words minimum) covering goals, professional context and fit
Two academic or professional references with verifiable contact details
CV or résumé covering education and relevant work
Official transcripts (digital copies accepted at application; certified copies before award)

Programme questions

How long is the MSc Marketing & Digital Transformation?

The published duration is 4 Semesters (2 Years). Teaching language: English and Arabic (bilingual assessment; academic Arabic required for AR-medium tracks). Actual time-to-complete depends on mode and any recognised prior learning.

Can I study this from my country?

You may study this award fully online from your country, or — where published — on campus at IUC. Online study does not require a student visa. Campus study may.

What does it cost?

Degree tuition for this award is published as £0 / tuition-free on the online pathway. Examination or administrative fees may apply at checkout — never an annual tuition invoice. Check the Fees page for any extras.

What are the entry requirements?

Requirements are grouped on this page (academic, English, documents). Equivalent qualifications are considered. English may be waived after prior English-medium study.

How is the programme assessed?

Assessment is typically a mix of coursework, projects, and examinations. Doctoral awards include a thesis or dissertation and an oral examination. Details sit in the programme specification and module outlines.

Will this award be recognised where I live?

Recognition of the award for local employment, professional licence, or ministry attestation is decided by your employer or regulator. Imperial University in Cairo publishes verification pages for certificates. We do not claim automatic equivalence in every country.

How do I apply?

Start an application on this website. Progress is saved from the first step. Admissions: admissions@iucairo.co.uk.

Recognised & Accredited

Ready to begin?MSc Marketing & Digital Transformation

Apply now