With a background in marketing and a keen interest in how businesses communicate across cultures, Saira Umair wanted a master’s programme that would both challenge and expand her existing knowledge. The Digital Marketing and Corporate Communication (DMCC) Master’s Degree Programme at JYU offered just that — a balance between theory, creativity, and global perspective. For her, it became a space where curiosity could be transformed into practical experience, expanding her understanding of global marketing and allowing her to build meaningful connections along the way.
When I was choosing a master’s programme, I wanted one that built on what I knew but also showed me what I didn’t. I wanted practical, hands-on learning, projects I could really get into and insights about how business and marketing work across cultures – from the trends I had seen in the Asian markets and the Middle East to the unique ways Finnish brands engage their audiences. The Digital Marketing and Corporate Communication (DMCC) Master’s Degree Programme at JYU seemed like it could deliver, and for the most part, it did.
What I love most about learning here is that most of the time, you get to choose your own themes and topics for projects and presentations. Instead of following a strict syllabus, you have the freedom to explore areas that genuinely interest and inspire you.
Developing valuable skills through research-based learning
The DMCC programme is interactive, research-based, and surprisingly fun. Courses like Digital Interaction, Stakeholder Relationships, Digital Marketing, and the Digital Marketing Environment let you play with real ideas, test concepts you have been curious about, and discover strategies that work in the market.
What I love most about learning here is that most of the time, you get to choose your own themes and topics for projects and presentations. Instead of following a strict syllabus, you have the freedom to explore areas that genuinely interest and inspire you. And yes, sometimes there are numbers and analytics to deal with, but trust me…you figure it out and it´s kind of satisfying when it all clicks.
Each lecture adds new insights into how digital marketing works globally, not just in theory, and encourages us to experiment, reflect, and learn from both our wins and our missteps.
A programme that challenges, excites, and empowers
My first impression of the programme was that it’s highly engaging and self-driven. Even though I had to start remotely due to visa delays, I realised that distance didn’t take away the energy, collaboration and excitement. Thanks to some of the incredible and approachable teachers who made it doable. And with that safety net, you’re free to think, research, and create, which can feel like stepping out of your comfort zone, but in the best way. It’s not exactly the usual ‘read and repeat’ kind of challenge.
Fast forward, and that impression hasn’t changed much; if anything, it's grown stronger. Each lecture adds new insights into how digital marketing works globally, not just in theory, and encourages us to experiment, reflect, and learn from both our wins and our missteps…sometimes the mistakes are the most fun anyway.
Why learning feels different at JYU?
What I find most exciting about DMCC is how alive every discussion feels. Sharing digital news, exploring trends, or analytics, and teamwork make class sessions dynamic, the kind of experience that really sticks with you.
Looking back, it has been more than just a series of courses. It has been a place where curiosity meets practice, seeing what works and learning from what doesn’t. It has broadened my view of global marketing, and perhaps the best part has been the new people I’ve met along the way. The connections you make often become your most lasting takeaway, sometimes more than the syllabus itself. Cheerio!
Read more: Master's Degree Programme in Digital Marketing and Corporate Communication
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