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Why do a Masters in Digital Marketing? According to the UK’s Internet Advertising Bureau, the digital advertising sector in the UK alone was worth £5.4 billion (US$8.3bn) in 2012 – a 12.5% increase on the previous year. And in a report from EConsultancy (again mainly UK-focused), surveyed companies were spending on average 35% of their total marketing budgets on digital channels, with almost a third dedicating more than half their total budget to digital. Half were planning to recruit more people into their digital marketing teams in 2013, and 71% planned to increase digital spending in 2013, compared to just 20% increasing offline spend. What do you need to apply for a Masters in Digital Marketing? Josep-Maria Fàbregas, director of the Master in Direct and Digital Marketing at Pompeu Fabra University’s Barcelona School of Management, says most students on the program have a background in studying business administration, marketing, advertising or PR. In terms of professional experience, backgrounds are varied, spanning the full spectrum from banking and insurance to travel and tourism, fashion and media to NGOs and education. Additional desirable qualities for applicants to a Masters in Digital Marketing include: familiarity with key marketing trends and practices, awareness of the importance of digital media and its applications, and a readiness to learn new things – and then keep on learning!