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What will I learn?

The careful balance of theory and practice within the programme is designed to make graduates fully prepared to enter the digital marketing industry.  Students will gain:

Strategic and analytical insight into the role of digital marketing in modern business and its contribution to boosting effectiveness and efficiency within companies.

The vital operational skills needed to successfully implement a full-funnel digital strategy.

The necessary balance of conceptual understanding and hands-on skills to make graduates of the course highly sought-after by potential recruiters.

How will I benefit?

 

Curriculum

This program comprises four core foundational modules in the autumn trimester, four digital modules in the spring trimester, and two digital modules and a digital consulting project in the summer trimester.

The core objectives of this course are:

Autumn Trimester Spring Trimester Summer Trimester
  • Strategic Marketing Management
  • Consumer Insights & Analytics
  • Consumer Behaviour
  • Omnichannel Marketing Communications
  • Advanced SEO & SEA
  • Neuromarketing & AI
  • Digital B2B
  • Social Media Marketing
  • Digital Marketing Project
  • Customer Experience Management
  • Digital Tracking and Analytics

 

Please be advised that the above reflects the 2024/2025 curriculum structure and is subject to change each year.  Further details on individual modules will be available in mid July.

The vision of the MSc in Digital Marketing is to deliver a programme that stands at the forefront of modern marketing education, cultivating a diverse and international group of graduates who are sought after by leading companies across Ireland and the globe. The values of the MSc in Digital Marketing are: Diversity – a massive strength of our programme is the sheer diversity of cultures and experience, in marketing and beyond, that our students bring;  drive – from lively classroom discussions to lecturers researching cutting-edge topics in digital marketing, our students and staff exude passion in all that they do; and relevance – we strive to be at cutting edge of digital marketing, delivering an education that is profoundly relevant to industry.

Programme Competency Goals

Programme Learning Outcomes

Knowledge of the Global Context and Global Mindset

Our graduates will be knowledgeable global business practitioners able to draw on an international learning experience.

 

 

Global Market Trend Identification: Students should be able to assess and interpret dynamic global market trends, showcasing their ability to amalgamate data from multiple sources to inform and drive strategic marketing decisions.

Peer-Led Learning: Students should be able to cultivate an enhanced understanding of global business practices by actively engaging with and deriving insights from the diverse experiences and viewpoints of their international cohort.

Discipline-relevant quantitative knowledge and skills

Our graduates will demonstrate critical thinking and independent reasoning skills in situations of decision-making and problem-solving, as supported by the appropriate use of analytical and quantitative techniques.

 

Mastering Attribution in a Privacy-First Marketing Environment: Students should acquire an advanced understanding of attribution modeling and customer behavior tracking in the context of diminishing reliance on third-party cookies. They should be capable of devising and applying comprehensive data collection strategies that respect privacy laws and enable data-driven decision-making.

Data-Driven Decisions: Students should be skilled in utilizing various online databases and digital tools to conduct thorough research on brands and the latest content trends. They should be able to incorporate this research seamlessly into the development and implementation of their marketing strategies.

Responsible Business Leaders

Our graduates will demonstrate an active awareness of ethical values and business issues concerning the advancement of the broader societal ‘good’.

Advocacy and Ethical Leadership in Marketing: Students should be equipped to serve as advocates for ethical practices within the digital marketing sphere, demonstrating their capability to spearhead initiatives that tackle societal challenges through compelling digital content

Critical Thinking

Our graduates will develop critical thinking skills by analysing, evaluating, and synthesising information.

Critical Analysis of Digital Marketing Campaigns: Students should be able to conduct thorough and critical evaluations of digital marketing campaigns of all budget levels (small to multi-million). They should demonstrate the ability to detect and articulate both overt and nuanced areas for improvement and propose data-supported strategic improvements aimed at optimizing campaign effectiveness.

Data-Driven Strategic Planning (repeated from above): Students should be skilled in utilizing various online databases and digital tools to conduct thorough research on brands and the latest content trends. They should be able to incorporate this research seamlessly into the development and implementation of their marketing strategies.

Communication and Collaboration Skills in Diverse Environments

Our graduates will develop the communication and collaboration skills needed to work effectively in diverse teams.

Collaborative Marketing Project Execution: Students should display the ability to work synergistically in diverse teams to create and implement marketing campaigns that capitalize on the distinct skills and viewpoints of all team members.

Global Leadership Programme (GLP)

Our optional Global Leadership Programme (GLP) offers you a unique opportunity to engage in a diverse range of co-curricular professional development activities alongside the modules you take on the Master's programme. Participation in the GLP can give you an advantage over similarly qualified job candidates and increase your readiness for success in the workplace.

Learn more about the programme here

Sustainable Development Goals

As part of the curriculum, students are engaged with issues related to sustainability in all of its many facets, including responsible leadership, responsible consumption and production, climate action, and inclusive business practices. As educators, we believe in the value of exposing our students to a variety of perspectives on the role of business in society and equipping them with the knowledge and skills they need to tackle even the most intractable problems. Our programmes seek to develop informed and imaginative leaders that are mindful of responsible and sustainable business objectives and practices and embed a number of the UN sustainable development goals (SDGs) in the curriculum.

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