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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.

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?



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:

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 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



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

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