Welcome Message from the Coordinator
Welcome to the Master of Arts in Digital and Strategic Marketing Management programme at the University of Professional Studies, Accra (UPSA). We are thrilled to have you join this dynamic and forward-thinking community, where you will gain the skills and knowledge necessary to thrive in today’s fast-evolving marketing landscape.
Our programme is designed to equip you with cutting-edge strategies in digital marketing, innovation, and strategic decision-making, ensuring you are well-prepared to lead in both local and global markets.
Throughout your journey with us, you will have the opportunity to learn from industry experts, engage in real-world projects, and collaborate with like-minded professionals.
We encourage you to make the most of the resources available and actively participate in shaping your academic and professional growth. We look forward to supporting you as you embark on this exciting educational journey.
Should you have any questions or need assistance, please feel free to reach out to us.
Programme Philosophy
The programme aims to combine theory and practice to provide advanced education in digital and strategic marketing to equip participants with the skills and knowledge necessary for the attainment of a firm’s competitive edge in the field of marketing management.
Programme Objectives
• Develop a systematic understanding of contemporary digital marketing theories
and practice together with a critical awareness of current issues at the forefront
of marketing in society
• Develop digital analytically minded and creative graduates with a competitive
edge in the field of marketing.
• Equip the student with a working knowledge of how to integrate digital and strategic marketing tools and techniques to plan and implement successful digital marketing programmes and initiatives.
Programme Learning Outcomes
• Demonstrate how to use data analytics to optimize digital marketing campaigns and improve decision-making.
• Demonstrate how to create effective digital marketing strategies that align with business goals.
• Effectively design and execute cohesive marketing campaigns across digital and traditional channels.
• Demonstrate lead digital transformation efforts to stay ahead in the evolving marketing landscape.
Programme Structure
| Semester One Courses | Semester Two Courses |
| MCPC601: Marketing Management | MABC608: Business Seminar |
| MDSM601: Marketing Communications in the Digital World | MDSM602: Digital and Social Media Marketing |
| MABC601: Strategic Brand Management | MDSM604: Marketing Research |
| MDSM603: Digital transformation | MADS600: Project work (Business Case) – 6 |
| MABC607: Consumer Behaviour and Persuasion | |
Electives (select 1 elective) MDSM605: Entrepreneurship and innovation MBMK601: International Marketing Strategy | Electives (Select 2 electives) MDSM606: Customer Relationship Management and Marketing Analytics MBMK602: Services Marketing MBMK604: Sales Strategy |
Programme Coordinator’s Profile
Dr. Andrews Ayiku is a seasoned expert with over 18 years of experience in Business Model Design, Strategy, Customer Service, and Customer Experience. He holds a PhD in Business, a DBA in Marketing, an MBA in Marketing, and qualifications from the Chartered Institute of Marketing, UK.
As a certified business coach, he is a full member of the Chartered Institute of Marketing, Ghana, and the West Africa Manager for the E4Impact Foundation. Andrews’ corporate experience spans roles at United Bank for Africa, Midland Savings and Loans, and the Ministry of Finance.
He is also part of the research team at Altis Graduate School, Università Cattolica del Sacro Cuore, Italy. He is recipient of the prestigious Queen Elizabeth Scholars Award, Andrews’ work bridges academia and industry.
Contact the Coordinator via:
email: [email protected]
Phone Number: +233 209978020