Digital Marketing & Analytics

The Master of Science in Digital Marketing and Analytics programme has been designed with the specific intention of responding to the evolution of an increasingly digital and technology-enabled business environment. Graduates of the Master of Science in Digital Marketing and Analytics will understand the core principles of digital marketing and analytics, be equipped to utilise data and visualisation tools, apply the appropriate marketing models, and inform business decision-making in an ethical context. Moreover, they will develop advanced critical thinking, writing and research skills through the completion of the Research Methods modules along with the completion of a Capstone module (choice of Dissertation or Applied Research Project or Placement). The taught component of this programme comprises modules in Web Marketing Management and Metrics; Digital Design & Development; Strategic Thinking in the Digital Age; Data and Digital Marketing Analytics; Digital Advertising and Online Marketing Communications; Business Intelligence and Visualisation; and Research Methods. All modules will facilitate the exploration of new ideas and technologies with learning focussed on emerging industry trends as well as best practices and learners will be supported in applying their knowledge to specific issues within a real-world context.



The Master of Science in Digital Marketing and Analytics is an innovative programme with an integrated delivery from end‐to‐end covering a wide range of digital marketing topics. The programme aims to develop learners' knowledge of the theory and practice of digital marketing and analytics necessary for them to perform at the postgraduate level and secure employment in the areas of digital marketing in a broad range of commercial, industrial and public sector environments. Successful graduates will possess an in-depth knowledge of the theoretical and practical aspects of digital marketing and analytics.

Module No./ Module Name/ Semester

1 Web Marketing Management and Metrics FT 1 / PT 1

2 Digital Design and Development FT 1 / PT 1

3 Strategic Thinking in the Digital Age FT 1 / PT 2

4 Research Methods 1 FT 1 / PT 1

5 Data and Digital Marketing Analytics FT 2 / PT 2

6 Digital Advertising and Online Marketing Communications FT 2 / PT 3

7 Business Intelligence and Visualisation FT 2 / PT 3

8 Research Methods 2 FT 2 / PT 3

9 Applied Research Project (for Master students only) FT 3 / PT 4

10 Dissertation (for Masters students only) FT 3 / PT 4

11 Placement (for Masters students only) FT 3 / PT 4

The minimum entry requirements for the MSc in Digital Marketing and Analytics are:



A minimum Second Class Level 8 Honours Degree (2.2) in a cognate discipline from a recognised third level institution or an equivalent professional qualification such as MMII.



In addition, for applicants whose first language is not English and who have not undertaken their undergraduate degree through English the following is required:



The minimum requirement for a non-native English speaker is greater or equal to B2+ in the Common European Framework of Reference for Languages for admission. Non-EU applicants, residents outside Ireland/EU, must apply directly to the International Admissions Office at DBS. Further details regarding Non-EU learners can be found in the DBS Quality Assurance Handbook (QAH).

Full-time: 1 year, Part-time: 2 years.



This is a multimodal programme. Learners are therefore timetabled to be in class or online. They will also have a mandatory on demand content as contact hours that they can do in their own time and place.

Next Intake dates: September 2026

Career Opportunities

There are many career options available to graduates of this course. Examples of some vacancies graduates may wish to apply for include: Digital Specialist, Digital Marketing Performance and Insights Consultant or Digital Marketing Specialist.