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.
Understanding of digital technology application skills, such as programmatic advertising, SEO/SEA, social media, UX/UI, tracking, e-commerce and analytics.
How will I benefit?
- Masters degree from Ireland’s top graduate business school.
- Real work experience with clients from a range of industries.
- Insight into various industries and roles, allowing students to find their passion.
- Development of both professional and personal skills.
- Graduates are sought after by leading marketing-led companies.
- Strong alumni community creating networking and mentorship opportunities.
Curriculum
This programme comprises three core modules in the Autumn trimester and one core and two option modules in the Spring trimester. In Summer trimester students complete a core module and a core project.
Specific objectives of this course are:
- To develop a strategic and analytical perspective on how digital marketing fits into modern business and where it can make its greatest contribution.
- To develop a thorough understanding of how digital technology can be used to improve the effectiveness and efficiency of marketing at all stages of the business value chain.
- To develop practical skills in applying digital technologies such as online advertising, social media and mobile marketing, CRM systems, Search Engine Optimisation and web data analytics in running the modern business.
- To combine theory and practice in all aspects of digital marketing so as to be of significant value to employers immediately upon completion of the course.
| Autumn Trimester | Spring Trimester | Summer Trimester |
|---|---|---|
|
+ 2 option modules |
Please be advised that the above reflects the 2023/2024 curriculum structure and is subject to change each year. Option modules listed are indicative of what has been delivered in previous years and are also subject to change.
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.
Discover our Rankings and Accreditations
