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What will I learn?

The careful balance of theory and practice within the course is designed to make graduates fully prepared to enter the digital marketing industry or, in the case of professionals, progress further in their career.

Analytical insight into the role of digital marketing in business and its current contribution to boosting effectiveness and efficiency within companies.


The vital operational skills needed to successfully implement online advertising campaigns, social media marketing, e-CRM systems and web data analysis.


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?



This course comprises core modules and option modules (4 + 3), as well as an applied, market-relevant project in the final summer term.

Specific objectives of this course are:

Autumn TrimesterSpring TrimesterSummer Trimester

+ 2 option modules

+ 1 option module

Please note that option modules listed are indicative of what has been delivered in previous years. What is offered each academic year is subject to change.

Note that on-campus teaching is delivered under prevailing public health guidelines. In the event of a required change to planned delivery, further information about alternative delivery methods (including online delivery) will be confirmed with prospective and incoming students.

The vision of the MSc in Digital Marketing is to be a fiercely modern, relevant, and rigorous course graduating the best marketers in the country who are experts in both marketing as a field and digital marketing, specifically, and are hired at the top business companies in Ireland and around the world. The values of the MSc in Digital Marketing are: Diversity – a massive strength of our program 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 Goals:

Programme Learning Outcomes:

On successful completion of the programme students should be able to:

Core  Business  Knowledge: Our  graduates  will  be  current  in  the  knowledge  of  theory  and practice of digital marketing.

Critically assess the theory and practice underpinning digital marketing, and how it augments and compliments traditional marketing.

Employ suitable frameworks and digital marketing tools to assist the identification and/or resolution of marketing challenges.

Collect and critically analyze data to optimize digital marketing efforts and overall strategy.

Communication Skills: Our  graduates  will  be  effective  communicators  in  various  business settings using appropriate media.

Present work clearly and compellingly in oral, written, and visual formats.

Pitch ideas in a persuasive, concise, and creative manner.

Analytical Skills: Our graduates will be able to analyze industries, markets and competitors to design and implement appropriate competitive strategies.

Audit the digital (and traditional) marketing presence of real client(s) and take an omnichannel approach to optimization.

Utilize appropriate online databases to conduct research on brand, tools, and trends.

Interpret existing and/or original research using quantitative tools to optimize digital marketing strategy and campaigns.

Global  Perspective: Our  graduates  will  be  able  to  identify  and  understand  how  economic political, social and cultural factors impact on business management and related areas.

Know and respect the ethics of digital marketing, especially as it pertains to privacy, on a global scale.

Optimize both global and local marketing strategies for organizations operating in the global marketplace.


Lifelong  Learning: Our  graduates  will  possess  the  ability  to  engage  in  continuous  learning throughout their career.

Engage in collaborative learning by completing business projects and assignments in teams.

Be well-equipped to continue learning on ones’ own even after the program concludes



Intercultural Development Programme (ICD)

Being the first and only programme of this kind in Ireland, ICD is an innovative research-driven and theory-based intercultural professional development training programme which aims to help you to stand out among the crowd by developing your Key 21st-Century Skills. These skills are valued by companies, NGOs and governments around the world who operate internationally, together with national companies and organisations who employ and serve an increasingly diverse population. The ICD programme will strengthen your CV and give you an edge over graduates from other Business programmes in the global job market.

Learn more about the programme here

Global Leadership Programme (GLP)

Our Global Leadership Programme (GLP) offers you a unique opportunity to engage in a diverse range of cocurricular activities i.e. development activities outside the modules you take on the Master's programme.

It's all about helping you become an impactful leader with a global mindset. This optional programme is designed to build your capacity for effective personal and organisational leadership. When it comes to seeking employment and attending job interviews, the GLP will help give you an edge over other similarly qualified candidates and will considerably strengthen your CV.

Learn more about the programme here

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