MA Marketing [Digital Marketing], 2014-15

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Course offered by: BCA, Athens


With the rapid development of technology emerged a growth in communication and more specifically in online communication. In response to these changes BCA introduces the  MA in Marketing [Digital Marketing] which is designed to give you the ability to develop your career in a variety of interesting and challenging career opportunities, such as online communication, e-commerce, e-selling management, advertising through social media and mobiles at an accelerated pace.


1st semester (October entry) – 2nd semester (February entry)
1 Year (Full Time ) / 2 Years (Part Time)
Monday – Friday evenings
English or Greek
BCA Athens Campus


Admission requirements

Applicants can be admitted to the course as long as they possess:

  • a second class honours degree from a UK University, or
  • a Ptychion of 6.5 and above from  an AEI University or
  • a Ptychion of 7 and above from a TEI University, or
  • a Bachelor from an American University with GPA 2.75 and above or
  • equivalent business qualification.

Participants they have to attend and pass a non-credited module “Personal Development”.

Those who wish to attend the course in English should also submit one of the following certifications:

  • IELTS: a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)
  • Cambridge Certificate of Proficiency in English (CPE): Grade C and above
  • Michigan Proficiency (ECPE): P (Pass) and above
  • Pearson Academic: 56 (with a minimum score of 56 in each component of the test)

BCA IELTS Placement Test : a minimum score of 6.0 (with a minimum score of 5.5 in each component of the test)

Philosophy and Aims

The MA Marketing [Digital Marketing] course aims to provide insight into the online marketing activities of any organisation as well as an in-depth understanding of marketing functions. The course is designed to help participants to have a critical understanding of the competitive global business environment, as also the market demands on online communication.

More specifically this programme aims to:

  • provide both pre-experience career preparation and post-experience career development opportunities for participants from any business discipline background
  • develop lifelong learning skills and personal development so as to be able to work with self-direction and originality
  • enable participants to design and conduct applied research and analyse results to inform strategic marketing decision making
  • improve participants’ capabilities on marketing related activities in particular to make a significant, sustained contribution to the achievement of their employers’ goals
  • provide to the participants the practical experience of marketing in the digital environment
  • facilitate the use of digital marketing techniques through all digital media for customer acquisition, retention and development
  • enable participants to plan, design and conduct applied digital campaigns

The MA Marketing [Digital Marketing] seeks to address the needs of a growing number of people who wish to develop their understanding of digital marketing, or formalise, through acquiring a postgraduate qualification, their past marketing work experience.

Developments in both digital marketing practice and marketing as a discipline have reflected these changes, such that more attention is now given to the marketing of services and specialist attention is devoted to marketing within particular sectors. Pressures for global responsiveness in many markets have increased.  This has led to a range of ‘global marketing’ strategies and the proliferation of global brands.

The dynamic tension between globalisation and pressures for local responsiveness is becoming increasingly important, and provides further stimulus for changes in digital marketing practice and analysis.

Other stimuli for change include the direct and indirect implications of developments in information technology, which has produced increased interest in customer profiling, direct marketing, and new forms of marketing research.

Increased recognition of the strategic role and position of digital marketing within organisations, and new approaches to marketing which have emerged from a review of some of the basic concepts underpinning the subject of marketing (e.g. creating value for online customers, customer e-satisfaction, buying patterns for online customers, etc.) have contributed additional items to the marketing agenda.

The central philosophy underpinning the programme is the study of digital marketing within an applied decision-making context. The MA Marketing [Digital Marketing] will seek to take advantage of student’s work experience knowledge of marketing and undergraduate level intellectual skills to provide a rigorous marketing programme of study at a Master’s level.

Award Titles

While most students will aim to achieve the full Masters qualification, all Masters courses offer the subsidiary awards of Postgraduate Certificate or Postgraduate Diploma (both available with Merit or with Distinction) for students unable to complete their full programme of study.

The full list of awards and their requirements is as follows:

Award Title Notes
PG Cert Postgraduate Certificate in Marketing [Digital Marketing] 60 credits – Modules also Required: “Marketing through Social Media and Mobiles” & “Metrics and Effectiveness of Digital Campaigns (web analytics)”
PG Dip Postgraduate Diploma in Marketing [Digital Marketing] 120 credits – Modules also Required: “Marketing through Social Media and Mobiles”& “Metrics and Effectiveness of Digital Campaigns (web analytics)”
MA Master in Marketing [Digital Marketing] 180 credits – Modules also Required: “Marketing through Social Media and Mobiles”, “Metrics and Effectiveness of Digital Campaigns (web analytics)” & “Digital Communication Project” or “Digital Marketing Dissertation”


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