Master in Digital Marketing Communication

The Master in Digital Marketing Communication under the professional track aims to provide stakeholders a new and meaningful way to be immersed in the field of media and communication with the following special features:

The program is an innovation that is compliant with the provisions and spirit of CMO no. 15, series 2019 on the Policies, Standards, and Guidelines for Graduate Education. As a professional track, it is only composed of 33 units in which one institutional elective was added to integrate the educational philosophy, core values and the graduate attributes anchored on the formation of HAU graduate students.

With the shortened program time limit of 1 school year and 2 trimesters, the curriculum is cost effective in terms of time and resources, streamlined, and focused to the attainment of learning outcomes vis-a-vis the Level 7 learning domain articulated in the Philippine Qualification Framework which underscores independent learning, leadership in professional practice and research.

The curriculum design integrates digital skills and competencies for lifelong learning following principles of outcomes-based education namely, research analysis, writing in various platforms, content production, search engine research, data analytics, and social media management. Further, the global recognition of digital transformation is key in 21st century development. The need for digital transformation is acknowledged by UNESCO, World Bank, Asian Development Bank, and ASEAN.

Additionally, the curriculum adheres to interdisciplinary approach where two courses, namely, Social Media Management and Digital Marketing, will be taught in collaboration with the School of Computing and the School of Business and Accountancy respectively.

Significantly, in order to cater to various stakeholders not only in the Philippines but all over the world, this new program follows the full online modality in which classes are being held in virtual classes. Experts, practitioners, and professionals in the field of Digital Marketing Communications are included in the roster of top-caliber guest lecturers with post-graduate degrees aligned to the program.

Curriculum