Digital Marketing

Programme Overview
This full-time Masters course is aimed at graduates who wish to develop a deep understanding and high level of competence in the application of digital marketing tools and techniques. The combination of strategic, analytical and practical elements will provide graduates of this course with a distinct advantage in the marketplace. It is open to Irish and international business graduates (or related areas), who want to improve their digital skills, be industry-ready and find exciting jobs in the digital capital of Europe.

The close association between UCD Smurfit School, Dublin and the world's leading digital marketing companies' offers students and professionals on the course a great opportunity to gain experience from the best in the industry.

Course content is delivered by a team comprising leading academics from the field and top professionals from global internet companies.

We also offer a 2 year Part-Time option which is taught via twice-weekly evening classes and structured so as to facilitate the combination of study and professional life.

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.

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

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

3. 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?
Graduates emerge from the course with the strategic know-how to analyse digital marketing practices as well as the operational skills to implement their own solutions.

1.A distinct head-start in the marketplace due to the combination of strategic, practical and analytical aspects to the course content

2.A wide range of career opportunities within the industry, including digital marketing management, advertising, online business management and market research

3.Recent graduates of the course are being recruited by digital multinationals such as Facebook, LinkedIn, Salesforce, Oracle. Numerous non-digital companies (P&G, Ryanair, Bank of Ireland) have also hired our graduates thanks to their digital expertise.

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:
•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.

Entry requirements

Please review the entry requirements below. The UCD Smurfit Admissions Office staff have expertise in reviewing international qualifications from around the world and will be able to assess your application's comparability to the Irish entry requirement.

A minimum second-class honours degree (or equivalent) in Business/Commerce, Marketing, Psychology, Computer Science or a related area


A primary degree with a minimum of three years' work experience in a Marketing role.

Subjects taught

Autumn Trimester
•Corporate Marketing Strategy
•Consumers in a Digital Age
•Consumer Insights & Analytics

Spring Trimester
•Omnichannel Marketing Communications
+ 2 option modules
•Advanced SEO and SEA
•Social Media Marketing
•Digital Technology & Design
•Brand Management in Digital Age

Summer Trimester
•Digital Marketing Project
+ 1 option module
•Advanced Analytics & Big Data
•Digital Business Model & eCommerce

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


1 Year Full-Time, 2 Years Part-Time.


Fees Full-Time EU:
€14,460 (academic year 2020/2021)

Full-Time Non-EU:
€19,900 (academic year 2020/2021)

Part-Time EU:
€7,855 per year (academic year 2020/2021)

Part-Time Non-EU:
€9,950 per year (academic year 2020/2021)

Important Note: Tuition fees and other charges are subject to change each year.

Enrolment dates

Starting: September 2020

Post Course Info

Career opportunities
Graduates of the MSc in Digital Marketing find exciting career opportunities in any of the following areas/roles: Marketing Management; Advertising and Design; Digital Marketing Manager; Digital Consultant; Web/Online Manager; Digital/Social Media Specialist; Market Research and Public Relations.

In 2016, 94% of our graduates from this programme were employed after 6 months across a range of industry sectors. (Source: First Destination Report 2016)

Potential careers for our graduates include:
•Marketing Manager
•Digital Marketing Manager
•Web/Online Manager
•Market Research
•Insights Analyst
•Digital Sales Executive
•Channel Marketing Coordinator

More details
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  • Qualifications

    Degree - Masters (Level 9 NFQ)

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