Data Driven Digital Marketing project has been developed by Business and Technology University and its partners in line with the strategic priorities of the Digital Education Action Plan (2021-2027) in response to the Erasmus Mundus Design Measures (EMDM) program with an aim to begin procedures for launching a joint, innovative and ambitious international Master’s program in Data Driven Digital Marketing (3D-M) attracting excellent students from all around the world.
Six Higher Education Institutions from EU and non-EU countries and one thematic well-established association have united to encourage the academic collaboration between well-established, experienced as well as relatively new institutions dedicated to the shared vision and a common goal to develop a joint program design for the top-notch marketing program which will respond to the needs of local and international markets through integrating ICT with Marketing.
The demand for graduates with qualifications in digital marketing is high both in Europe and globally. With the increase in digitalization, especially amid Covid-19, the need for digital marketers rises dramatically each year with consumer behavior changing radically. Data-driven marketing intends to fill the gap and refers to the methodology of extracting actionable insights tied to consumer behavior from large data sets in order to predict consumer behavior in relation to new products, marketing positioning and users’ likelihood of interacting with a brand.
With the increase in popularity of Big Data, and the technological advancements that allow for massive amounts of information to be collected, organized and analyzed, data-driven marketing is emerging as the next generation strategy to effectively create personalized and relevant consumer experiences. More importantly, data-driven marketing is emerging as the next generation strategy to effectively create personalized and relevant consumer experiences as the popularity of Big Data, and the technological advancements that allow for massive amounts of information to be collected.
The 3D-M program that the consortium aims to launch, is directly responding to the need of the market, and recognizes the necessity for collaboration to develop tech enhanced marketers who have background in ICT as well as marketing along with significant cultural experiences which is also critical for such professionals in today’s globalized world.