Executive Master of Business Administration - Digital Management

The USEK Business School (UBS) in collaboration with ESSCA (École Supérieure des Sciences Commerciales d’Angers), member of the “Conférence des Grandes Écoles” (CGE) and AACSB, EQUIS, and AMBA triple-accredited, can now offer a unique program in Lebanon that provides students with a Dual Diploma:

• A specialized Master’s degree in Digital Management from ESSCA;
• An executive MBA from USEK.

This program, delivered at the ESSCA campus in Paris and accredited by the “Conférence des Grandes Écoles” (CGE), is also delivered at USEK in Lebanon and is designed for Lebanese young professionals.

It proposes the following specializations to interested candidates:

• Digital Management, Corporate Digital Transformation option, which forms leader-managers who work using agile methods, and who can establish a digital strategy for the benefit of their brand (in B2C or in B2B);
• Digital Management, Business Development option, which forms intrapreneurial managers who can conduct and develop high-end technological projects while making sure the economic performance of the digital activity of the enterprise is well-preserved.

Program objectives

This program forms digital managers capable of:

• Defining digital business models in favor of strategic challenges
• Mastering the user’s experience, the big data, and the web marketing levers
• Synchronizing the marketing strategies and following the growth of the digital activity of the enterprise
• Developing and controlling an e-business activity
• Stimulating cultural and organizational change through agility and innovation

The program’s duration is 18 months; a professional thesis should be drafted by the students at the end of the program. Courses are mainly delivered once per month at the end of the week.

Half of the program is delivered in French, while the other half is delivered in English. Its structure combines 38 US credits.

Learning expedition

At the end of the first semester, students are called to travel to Silicon Valley, the Californian technopole, for a “Learning Expedition”. This study trip includes meetings with innovation and enterprise-creating personalities, networking gatherings, and visits to enterprises, research centers, universities, and startups.

Courses

Common Core

• DMGT515 Business Research Methods and Professional Development
• DMGT520 Customer Path, Mobile Strategies, and Social Media
• DMGT530 Digital Business Models, Innovation and Big Data
• DMGT525 Digital Marketing and Connected Devices
• DMGT510 Essentials of Business Studies
• DMGT535 International Learning Expedition

Option 1 - Specialization in Digital Transformation of the Enterprise

• DMGT610 Brand Strategy in a Digital World
• DMGT615 Digital Transformation and Change Management

Option 2 - Specialization in Business Development

• DMGT625 Business Development Strategies
• DMGT620 Web Design and E-Commerce Platform

Capstone

• DMGT690A Professional Thesis

In collaboration with ESSCA School of Management, France. Students will be provided with a dual diploma: a specialized Master degree in Digital Management from ESSCA, and an Executive MBA from USEK

Learning Goal 1: Graduates will master the strategic digital marketing experience.

• Learning Objective 1. Analyze experiential marketing strategies in order to implement an e-shopping experience.
• Learning Objective 2. Demonstrate ability to synchronize a mobile marketing plan within a multichannel strategy.
• Learning Objective 3. Exploit data and construct a performing business marketing approach based on customer knowledge.

Learning Goal 2: Graduates will practice innovation pertaining to digital business models.

• Learning Objective 1. Develop an innovation and use a business model canvas.
• Learning Objective 2. Define a digital communication strategy.

Learning Goal 3: Graduates will possess digital strategic brand management abilities.

• Learning Objective. Develop and implement a 360-degree digital brand action plan.

Learning Goal 4: Graduates will gain the necessary skills related to digital transformation.

• Learning Objective 1. Understand the digital transformation of the organizations and management evolutions related to digital development.
• Learning Objective 2. Understand agile project management concepts and apply appropriate management methods in a digital business environment.

Learning Goal 5: Graduates will have effective communication skills.

• Learning Objective 1. Organize, write and execute oral and written professional reports for business in a global environment.
• Learning Objective 2. Speak and present using professional communication skills and technology.

This program provides the following work opportunities:

• Chief digital officer
• Marketing and digital director
• E-business digital entrepreneur/intrapreneur
• Web marketing project manager and digital communication
• Digital strategy consultant
• Business developer
• E-business director
• Brand manager
• Social media manager