Digital Marketing

Our vision is to deliver a programme that stands at the forefront of modern marketing education, producing top-tier digital marketers sought after by leading companies across Ireland and the globe. To accomplish this, we’ve assembled an exceptional team of academics and industry professionals who collaborate to ensure the MSc in Digital Marketing reflects the latest research and real-time best practices.



This Master's programme is delivered at our dedicated Graduate Business School campus, UCD Michael Smurfit Graduate Business School, located in Blackrock, 4km from the main UCD Belfield Campus.



We recognise that digital marketing requires a technical skill set, and we take a hands-on approach throughout the curriculum to ensure our students hone the practical skills demanded by the industry. Students will learn the tactical approaches to optimise search engines and generative AI algorithms, customer analytics, cookieless digital tracking, eCRM, B2B sales, social media and more, alongside timeless marketing strategy. The programme culminates not in a traditional master’s thesis, but in an extensive summer consulting project where students work together on a live brief from a real client. Open to graduates with a background in digital marketing, and to those who are completely new to the field, we are eager to welcome anyone who has the ambition to be a leader in the digital space.

Stage 1 Core Modules

MKT46130 Consumer Behavior Autumn 7.5

MKT46140 Omnichannel Mkt Communications Autumn 7.5

MKT46150 Consumer Insights & Analytics Autumn 7.5

MKT46320 Strategic Marketing Management Autumn 7.5

MKT46200 Advanced SEO & SEA Spring 7.5

MKT46210 Neuromarketing & AI Spring 7.5

MKT46220 Digital B2B: Creating Value Spring 7.5

MKT46230 Social Media Spring 7.5

MKT46280 Customer Experience Management Summer 7.5

MKT46300 Digital Marketing Project Summer 15

MKT46350 Influence & Persuasion Summer 7.5

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 any discipline

OR

A primary degree with a minimum of two years’ work experience in a Marketing role



If English is not your first language, an English language qualification is required for admission to all of our programmes. The exception to this rule is if you have completed your primary degree or an entire third level qualification through English, in an English speaking country. https://www.smurfitschool.ie/admissions/internationalapplicants/englishlanguagerequirements/



Some students might have to get a student visa in order to come and study in Ireland. Please check the Irish Naturalisation and Immigration Services website to see if you require a visa. https://www.irishimmigration.ie/



You may be eligible for Recognition of Prior Learning (RPL), as UCD recognises formal, informal, and/or experiential learning. RPL may be awarded to gain Admission and/or credit exemptions on a programme. Please visit the UCD Registry RPL web page for further information. Any exceptions are also listed on this webpage.

https://www.ucd.ie/registry/prospectivestudents/admissions/rpl/

Apply online



Full Time option suitable for:

Domestic(EEA) applicants: Yes

International (Non EU) applicants: Yes

12 months full-time.

Delivery: On Campus

B424 Digital Marketing Master of Science Full-Time

Commencing September 2026

Graduate Taught UCD

(Michael Smurfit Graduate Business School)

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.



88% of our graduates from this programme were employed after 6 months across a range of industry sectors. Source: Latest Graduate Outcomes Survey, published in September 2025.



Potential careers for our graduates include:



Marketing Manager

Digital Marketing Manager

Web/Online Manager

Market Research

Insights Analyst

Digital Sales Executive

Channel Marketing Coordinator