Digital Marketing

Graduates from the MSc in Digital Marketing will have highly-developed competencies in data-driven decision-making and communicating for marketing using social media, online advertising, and other digital and mobile technologies.
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 to put into practice the theoretical materials covered in earlier modules.

Subjects taught

Academic Structures
Programme Academic Structure for 2023 - 2024, MSc in Digital Marketing
This information is provisional & subject to change.
Full-time Programme Structure
Year 1 Core Modules:
Code Title Credit Semester Exam % CA % Resit Category
MG5000 Digital Marketing Mechanics & Authorship 10 Year long 0 100 1
MG5003 Digital Marketing & eBusiness Management 10 Year long 0 100 1
MG5005 Digital Advertising & Communications 10 Year long 0 100 1
MG5006 Research Methods 0 Year long 0 100 1
MG5007 Strategic Thinking & Marketing Strategies 10 Year long 0 100 1
MG5008 Data Analytics & Metrics 10 Year long 0 100 1
MT5133 Applied Web Design & Development 10 Year long 0 100 1

Year 1 Optional Modules -
Code Title Credit Semester Exam % CA % Resit Category
MG513D Practicum - Applied Research 30 Autumn Semester 0 100 2
MG575 Dissertation 30 Autumn Semester 0 100 2

Entry requirements

• A 2.1 Honours degree in a Business discipline, or equivalent international qualification
• A 2.1 Honours degree in a relevant non-business discipline eg. Journalism, Communications, Media Studies, or equivalent international qualification
• Professional qualifications plus 5 years or more relevant professional experience in Marketing
• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language. More information about English language requirements for DCU Business School can be found here.

Application dates

Application Deadlines
Applications will be accepted on a rolling basis until the programme is full or until:
Closing date for non EU applicants is 1st July 2024.
Closing date for EU applicants is 31st July 2024.

Note applicants who require a study visa for the purposes of studying at DCU, are advised to apply as early as possible.

All applicants should apply via college website - see Application weblink above.
• Provide Academic Transcripts for each and every year of study with English translation, if applicable.
• Please upload one academic reference and one professional reference. References that attest to the marketing capabilities of the applicant are preferential - see application form for details.
• If applicable, provide evidence of competence in the English language as per DCU entry requirements. Please see link

Assessment Info

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.

Enrolment dates

The programme commences in September 2024

Post Course Info

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, and 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, Google, Microsoft, Yahoo!, Edelman, Accenture, Dell, An Bord Bia, Core Media, Starcom, Oracle, Trivago, Adroll and many more.

Our students also often compete in national and international marketing competitions.

Agency Strategist
Brand Account Manager
Business Analyst
Data Analytics
Digital Account Executive
Digital Project Planner
Direct Marketing Executive

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Daytime,Full time

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    Course provider