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.

The programme’s specific objectives are as follows:
1. Imbue a critical analysis of the current and emerging theories of digital marketing, informed by up-to-date research and activity in the digital marketing field.
2. Develop practical skills in problem identification and problem-solving using data, and carrying out the digital marketing activities of an organisation.
3. Provide a strategic perspective (incorporating multiple viewpoints) and context for digital marketing through the use of digital marketing analytics in a modern organisation.
4. Develop an in-depth appreciation of analytics in the form of modern data-driven metrics to marketing activities and how these can be generated and used.
5. Develop in learners the competencies to be a successful marketers in the digital marketing and analytical environment.
6. Facilitate the development by the learner of applied analytical skills that are directly complementary and relevant to the contemporary workplace and future of work.
7. Identify and develop autonomous learning skills for the graduates of tomorrow who can work both independently and collaboratively.
8. Provide the learner with a comprehensive platform for career development, innovation and further study.

For full-time students, Semester one sets out to provide the learner with both extensive knowledge and a critical understanding of the digital marketing infrastructure and landscape. The course content includes planning, managing, and measuring a web-based digital marketing project, learning how to create digital assets (including graphics & video) and a website using a self-hosted version of WordPress, and gaining consumer insights and developing an awareness of emerging trends in strategic digital marketing. These skills help lay the foundations and context for the core skills developed later in the programme.

Semester two builds upon the foundations of Semester one – with a more applied structure to develop the learners’ technical proficiencies and aptitudes towards creating value-enhancing digital marketing solutions. The modules address data analytics, planning and implementing a digital advertising campaign and developing a brand online, and practical skills in modelling, storage access and visualisation of big data.

The students will then complete an Applied Research Project or Dissertation or Placement. This will include a robust piece of industry research underpinned by academic theory, primary and secondary data collection and applied in a coherent and industry-focused research report and artefact or traditional dissertation. The Dissertation/Applied Research Project/Placement module will synthesise learning from other modules and combine both research and technical skills to investigate, design, produce and critically evaluate the solution put forward.

Teaching and Assessment
The programme requires that students engage with learning through interactive platforms such as Zoom, Google Hangouts and the DBS virtual learning environment of Moodle. DBS currently offers this programme as a blended multimodal programme which is a blend of 3 modes of learning: face-to-face onsite; synchronous live online; asynchronous on-demand and is offered to learners who, for personal or professional reasons, require the flexibility provided by the online mode.

Subjects taught

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 / PT3
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

Entry requirements

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).

Application dates

We are now accepting applications for programmes taking place in 2024.


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.

Enrolment dates

Next Intakes:
April 2024
September 2024

Post Course Info

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.

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Blended,Daytime,Full time,Part time

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