M.A. in Digital Strategy and Marketing Communications

For years, the world has been undergoing a major digital transformation; Covid 19 has only accelerated this process.

Persons trained in managing digital systems while operating from a business-oriented viewpoint are sought after in the labor market; those lacking this essential perspective find it difficult to find employment.

Ono Academic College is the first in Israel to offer a comprehensive academic program that integrates all the state-of-the-art tools at the interface of business, technology, marketing and communications. The program trains its participants to develop marketing, digital and business strategies, gather information about their customers using advanced methods, effectively utilize advanced technological tools and manage the digital marketing system from a business perspective.

Its graduates are skilled in doing business in this new world, which links marketing, branding and technology, BI, AI, gamification and machine learning, in addition to classic advertising, spokesmanship, public relations and publicity.

The one-year Master’s degree program is intended for persons who are already employed, and is delivered on one afternoon a week and Friday mornings. It is headed by Dr. Michal Shapira, Deputy Dean of the School of Business Administration and Head of the Department of Advertising and Marketing Communications.

What will you learn?

The purpose of the Master’s degree program is to provide practical, comprehensive up-to-date academic knowledge that will enable building an effective digital strategy and developing capabilities in the fields of branding, advertising, marketing and PR. It covers digital campaigns, social media management, community management, data analysis and mining, marketing management and brand management, advertising and marketing communication management, spokesmanship and public relations, crisis management, employment in startups and more.

You will be able to choose either of two specializations:

Specialization in Strategy and Digital Transformation – designed to prepare graduates for positions that link marketing and technology. Among the courses: Introduction to Cyber ​​Defense, Strategy and Data in the Organization, Community Management, Introduction to Big Data, Gaming, AI in the Big Data Age, Communication and Culture, Machine Learning and Business Analytics and more.

Specialization in Marketing Communications – designed to prepare graduates for positions in the fields of advertising, marketing, spokemanship and public relations, crisis management and more. Among the courses: Strategy Workshop and Start-up Establishment, Campaign Management Workshop, Public Relations Strategy and Crisis Management, Creativity in Business Administration, Brand Management, and more.

Students in both specializations will take courses in management, strategy and marketing management, business negotiation management, game theory and marketing strategy, organizational change management, public and corporate governance, communication and advertising management in the digital age, and new product development, among others.

Employment Objectives:

Program graduates will be equipped to fill a variety of key positions in organizations:

• In the management of digital and digital transformation: CDO (Chief Digital Officer), digital campaign management, social media management, community management, data analysis and mining, and leading digital transformation processes.
• In digital consulting companies, strategic consulting companies, advertising agencies and media companies.
• In advertising agencies in budget management positions (budgeting), digital, media planning and research and strategic planning.
• In companies and organizations that advertise in marketing management positions, advertising management and other positions that require understanding in the field of communications.
• In start-up companies.
• In companies engaged in the fields of digital and interactive communication.
• In branding, spokesmanship and public relations positions.

“True technological innovation creates added value by providing solutions for overt or covert needs. It can influence behavior, direct it, and in doing so, facilitate actions, save time, and bring value. The new technological tools create solutions and opportunities to pinpoint messages and provide consumers with personal value.”