Digital Marketing

John Thompson Scholarship for the MSc in Digital Marketing

Established in 2008, the John Thompson scholarship was set up to honour the memory of John Thompson, one of Ireland’s leading newspaper executives, and offers full fees for one student on the MSc in Digital Marketing. This scholarship aims to foster links between digital marketing and online journalism by encouraging graduates of business, journalism and more diverse educational backgrounds to study digital marketing integrated with an appreciation of media and online journalism. For more information and to apply see: business.dcu.ie/john-thompson-scholarship/

Full time students (DC516) will undertake six core modules in a range of digital marketing related topics in addition to an applied research project or dissertation in 12 months.



Digital Marketing Mechanics and Authorship provides students with the technical knowledge and skills to author and communicate brand messaging using common and emerging digital marketing technologies. Delivered by experienced practitioners, the Digital Marketing & eBusiness Management module enables students to deliver and manage tactical digital marketing and e-commerce campaigns and projects. Students develop creative digital advertising campaigns and learn how to manage digital advertising operations in the Digital Advertising & Communications module.



Strategic Thinking & Data Analytics equips students with the knowledge of a variety of data visualisation techniques and statistical techniques to make sense of the emergence and exponential growth of big data. Building upon this, the purpose of the Marketing Strategies & Metrics module is to motivate students’ appreciation of current needs for marketing metrics and to develop a comprehensive understanding of strategy-based performance measurement frameworks.

Finally, students are introduced the tools and techniques for constructing, optimising and maintaining websites as part of the Applied Web Design & Development module, addressing web usability, design guidelines and user experience.



Both the Dissertation and Practicum affords students opportunity to exercise their creative, questioning, analytic, and writing skills in a focused and practical manner. Whereas the dissertation is a critical evaluation of a research question primarily from an academic perspective, the practicum is intended to expose the student to an analysis of a real-world problem. While their focus is different (primarily academic or applied) they must each contain a substantial piece of primary research and students are expected.

General Entry Requirements

For admission to the M.Sc. in Digital Marketing candidates must hold:

• A 2.1 Honours degree in a Business discipline, or equivalent international qualification

OR

• A 2.1 Honours degree in a relevant non-business discipline eg. Journalism, Communications, Media Studies, or equivalent international qualification

OR

• Professional qualifications plus 5 years or more relevant professional experience in Marketing

• Recognition of Prior Learning (RPL) applicants are required to submit a cover letter along with their application under the Transcripts section of the portal, affirming their intent to apply for RPL.

• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language.

Assessments include:



•Complete a search engine optimisation (SEO) report for a chosen client



•Design and run a digital advertising campaign



•Demonstrate mastery of analytics techniques using large social media data sets



•Complete Google Analytics, AdWords, Video Advertising Certifications



•Develop websites using industry recognised content management systems

1 Year full-time.

The programme commences in September 2025

You will graduate with strong business acumen with an innovative and dynamic mix of skills that will allow you to pursue a career in data-driven digital marketing.



Our graduates are working in a range of marketing and management roles including:

Digital Account Executive

Digital Project Manager, Content Marketer

Research Analyst

Digital Marketing Executive

Social Media Manager.

Your knowledge of the business management environment and the ability to be able to think strategically and analytically coupled with your powerful digital marketing background and exposure to new methods and technologies makes you highly demanded by employers.



Graduates from the MSc in Digital Marketing Programmes are employed in a variety of senior marketing roles in all sectors including:

Facebook An Bord Bia -Core Media- Starcom -Oracle- Trivago- Adroll - AA Ireland- Microsoft -Oracle- Google Microsoft Edelman Publicis-Accenture -Dell-ESRI-Ryanair-IBM-Qualtrics-Accenture-Wolfgang-iProspect