Philippine E-Journals

A Feasibility Study on Offering Master in Business Administration with Specialization in Digital Marketing

Antoniette Z. Lacerna

 

Abstract:

This study aimed to determine the (1) strengths and weaknesses of the Institute of Graduate Study-MBA program of St. Paul University Quezon City; (2) the demand and supply of MBA with specialization in Digital Marketing graduates; and the (3) program’s feasibility using extrapolation method, SWOT and content analyses. The study reveals that offering an additional course like Master in Business Administration with specialization in Digital Marketing is feasible. The external aspect is favourable to the University since based on the presented demand and supply analysis, there an increasing demand for professionals with such skills with only two known schools currently providing the supply thus, leaving a huge gap. Such scenario illustrates that the external aspect is favourable to the University since based on the presented demand and supply analysis, there is an increasing demand for professionals with such skills with only two known schools currently providing the supply thus, leaving a huge gap. With this awareness, there is a need to address the anticipated increase in the demand for digital marketing professionals. The Master in Business Administration with specialization in Digital Marketing was conceived to serve this purpose. The competitive advantage of this program is that one of its courses particularly Digital Marketing and Advertising comes with an online sales module which was developed in the United Kingdom, consisting of a curriculum that is equivalent to Level 7 Qualification postgraduate certificate/diploma recognized in England, Wales and Northern Ireland. Completion of such will not only give students 3 credit units but likewise will entitle them to SMI professional certificate/diploma credentials in professional selling skills.