Digital Marketing

Overview

The MSc Digital Marketing is strongly connected to industry and what is happening in marketing today. The programme develops the critical and analytical capabilities of participants through a series of modules that engages them with not only the latest research, but also key insights from the practice of digital marketing. The programme aims to provide participants with knowledge and experience of both tactical and strategic use of digital marketing. Participants will learn how to analyse complex data for informed decision-making and develop practical skills in content creation, campaign development and data analysis using a range of techniques and digital products. The use of digital, while important, is only part of the arsenal of tools and techniques available to a marketer and this programme will ensure that the participant can apply the appropriate digital messaging in conjunction with traditional marketing messaging.



This specialist masters programme develops a high level of technical competence in digital marketing through consideration of how digital marketing is both changing the practice of marketing and integrating into contemporary marketing thought. We have two semesters of taught modules, during which each module is taught over four days. These four days will be time-tabled three to four weeks apart so that learning can occur between the individual teaching days and permits for reflection on content and the completion of projects and tasks.



The programme will generally be delivered through lectures, presentations and intensive workshops. Modules have been chosen to build technical expertise in digital marketing but also to develop you as a digital marketer. A key innovation is the concept of Marketing Live, which gives you the opportunity to put your digital marketing knowledge into practice with a live client on a real marketing problem.



Course Duration: 1 year full-time

This specialist masters programme develops a high level of technical competence in digital marketing through consideration of how digital marketing is both changing the practice of marketing and integrating into contemporary marketing thought. Modules are delivered over two semesters (September-January & February-May) with the Business Research Project/Placement conducted between May and August. The programme will generally be delivered through lectures, presentations and intensive workshops, generally in blocks of two full days every two weeks, followed by less structured supervision contact over the third (summer) semester for those taking the Project option, which is with a real client. Modules have been chosen to build technical expertise in digital marketing but also to develop you as a digital marketer. A key innovation is the concept of Marketing Live, which gives you the opportunity to put your digital marketing knowledge into practice with a live client on a real marketing problem.

Applicants must hold a minimum of a bachelor's degree (NFQ Level 8) (or equivalent) in a business discipline, with a minimum of a second-class honours, grade 2 (2:2) or in a non business discipline with a minimum of a second-class honours, grade 2 (2:2) with significant experience in digital marketing.



Applicants who do not hold a primary degree but has at least 10 years of relevant experience, 3 of which must be in a management position in digital marketing, may apply via Maynooth University's RPL process for Non-Standard Entrants.

Closing Date : 14 August 2026

1 year full-time, 2 years part-time.

Course Commences: September.

Career Options

At its essence digital marketing is still marketing. Marketing requires that marketers understand customer needs and wants and ultimately marketing needs to work across the entire organisation to mobilise efforts to present the company and its products and services to current and potential customers. This applies across all organisations of all sizes in all sectors. While digital marketing has a strong place in the world of the consumer, usage is growing in the business-to-business environment, and there is significant adoption by government and governmental organisations. This opens a wide variety of careers for graduates of a Digital Marketing degree



Graduates can expect to work in such roles as marketing manager, digital marketing specialist, marketing analyst, social media manager, and many more.