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Portugal

MPhil in Marketing and Digital Business

Portugal

Oporto Global University - UPT

Porto, Portugal

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About Course

Key information
Duration 		: 2 Year
Study Type 		: Full Time
Tuition fees 		: 5,100 EUR
Exam Intake 		: Sep
Conditional Scholarship 		: NA
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Digital Business and Business Digitization

  • In recent years, the digital universe has acquired an unquestionable social and economic preponderance. New consumers with access to unlimited information are no longer a passive agent, they are active interlocutors who seek and construct more convenient solutions. More immediate, more conscious and informed consumers demand faster and more flexible solutions and responses. These consumers challenge a conventional marketing approach and the way to do business.
  • Management and businesses has been suffering from indelible changes as a result of technological advances. On the one hand, there is an uprise of technology-based business, but also the need to incorporate the potentialities and characteristics of new technologies in management models.
  • Therefore, a digitization of new and existing businesses is no longer an option but an inevitability. As companies and institutions need to respond to this challenge of the global and digital age, with a new business culture led by new managers.
  • In response to the challenges posed by the increasingly digital environment and the need for companies and businesses to incorporate these trends, the MPhil in Marketing and Digital Business provide a training that balances the ability to master the methods and tools of approach to the market, skills to develop businesses in in global context, and the application of technological potential on business.

Objectives

  1.  To design and implement solutions to support the creation of digital businesses in the global world;
  2.  To design and implement solutions that provide for integration of the digital dimension in traditional business models;
  3.  To integrate and promote a culture of innovation in the business context;
  4.  To adopt a philosophy of marketing onto businesses development and management;
  5.  To integrate the technological tools in businesses management, including collection, organization, analysis, development and dissemination of information; 
  6.  To solve business and marketing problems in the digital environment by making use of scientific research methods and techniques, communicating and defending clearly the proposed solutions;
  7.  To know how to use and select digital tools to support marketing and new business models.

Why choose this course

McKinsey & Company, a reputed international consultant, says in a recent study* on the digital economy that "bold, tightly integrated digital strategies will be what distinguishes winning companies, and the greatest returns will go to those who start digital disruptions." The consultancy concludes by suggesting that companies should act decisively in both the creation of digital businesses and the digitization of existing business models.

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