Location: Saudi Arabia


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Case Study | Educators

Dar Al-Hekma University


Dar Al-Hekma University, a leading women's University in Saudi Arabia, recognised the need to update its marketing program by adding a digital element to its degree in preparation for KSA governmental initiative, Vision 2030. Dar Al-Hekma University’s main objective was to prepare their students for the ever-changing KSA jobs market where there is currently a major drive to diversify away from traditional industries and towards digital. The Saudi Arabian Government’s initiative to diversify towards digital is driven by their ambitious Vision 2030 Plan. Dar-Al Hekma University needed to align its education goals with this plan.

The Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to support students to achieve their learning ambitions and help them realise their digital career potential. Our content is validated by representatives from the world’s leading brands, while our global certification is recognised by the world’s largest employers.

A a highly regarded private, non-profit women’s university based in Jeddah with a stellar reputation, the Digital Marketing Institute was eager to partner with Dar-Al Hekma University.

Following an initial consultation with the Marketing Chair and digital innovator, Nora-Al Jindi, it became clear that Dar-Al Hekma University and the Digital Marketing Institute would mutually benefit from an academic partnership.

The Challenge

According to the KSA Vision 2030 mission statement, “The National Transformation Program aims to develop the necessary infrastructure to create an environment that enables the public, private and non-profit sectors to achieve the Kingdom’s Vision 2030. This will be accomplished by achieving Governmental Operational Excellence, supporting digital transformation through public and private institutions.”

Dar Al-Hekma University recognised that working with the DMI they could help them to address this digital transformation in a real and meaningful way, preparing their graduates for a digital future.

Nora Al-Jindi, Marketing Chair, had the following to say regarding the local employment market in Saudi Arabia:

‘We are the 13th largest digital economy in the world. So we are definitely on the right track. If you do not have any digital skills you may not be offered a job in marketing. This is what we are hearing from the industry… Everything is digital!’

The Solution

Following a comprehensive and consultative pre-planning, application, mapping, and validation process, Dar Al-Hekma University became a ‘DMI University Accredited Partner’, and could now access the benefits of DMI accreditation, including:

  • Dar Al-Hekma University faculty gained access to a large library of industry-validated curriculum which is credited-rated and quality assured to a Higher Education standard.
  • Dar Al-Hekma University faculty and students gained access to ‘DMI Power Membership’ with articles and case studies from the world’s leading brands, and a range of other content including short courses, videos, webinars, tools, templates, and podcasts from some of the foremost subject matter experts in digital marketing.
  • Finally, students were certified to a Certified Digital Marketing Associate (CDMA) standard through Dar Al-Hekma University's assessment which DMI mapped to and approved.

The DMI’s CDMA certification is recognised by the world’s leading employers.

The Result

During the first 3 months of the partnership, there have been approximately 20 Dar Al-Hekma University students enrolled in DMI accredited courses. It is safe to say that the partnership has already exceeded both parties’ expectations despite the huge challenges faced by both in early 2021 due to the global pandemic.

As a result of the partnership, Dar Al-Hekma University has reported:

  1. Swift onboarding and activation.
  2. Increased student enrollments.
  3. Increased student engagement.
  4. Increased student & staff satisfaction.
  5. Increased engagement with local Industry leaders in KSA.
  6. Increased student recruitment in 2021, despite the global pandemic.
  7. Growing interest and innovative digital transformation ethos within the university

Following this initial success, Dar Al-Hekma University and DMI have expanded their partnership even further. Dar Al-Hekma University is now integrating DMI's professional-level program, the Certified Digital Marketing Professional Version 9, into a professional program.

Enrollment for this course commences in summer 2021. DMI and Dar Al-Hekma University are both looking forward to many successful years of partnership and achieving the ambitious goals of theKSA Vision 2030 together.

Location: Saudi Arabia


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