Digital Marketing & Analytics - Online

As digital marketing increasingly permeates every industry sector, the key skills acquired in this programme are critical in the modern workplace.



This programme is built on a multidisciplinary foundation with a focus on data analytics, software implementation and marketing using a variety of modern technology and tools.



What will I experience?

This programme will be delivered over one academic year (commencing in September) and is aimed primarily at learners interested in acquiring a highly practical level 9 qualification in digital marketing practice and strategy.



The programme not only provides graduates with a deep understanding and knowledge of digital marketing but equally importantly, also provides the professional digital marketing skills to operate effectively in the modern workplace. In doing so, this programme responds to the identified needs of industry by enhancing the supply of top-class PPC and advertising specialists.



What opportunities might it lead to?

As a result of the Covid pandemic, businesses are spending more and more on digital marketing as they shift their businesses online. It has been noted that digital advertising categories have had a positive outlook in 2020, paid search is projected to show the fastest growth with a 26% increase in advertising spend expected. Other digital advertising categories on the plus side in 2020 include: Social media (+25%), Connected TV (+19%), Digital video (+18%) and Digital display (+15%) (Interactive Advertising Bureau, 2020; AdWord.ie, 2020; Statistica, 2020). Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis (Prosperity, 2020). This programme is timely for graduates as it will equip them with the knowledge and skills required to respond to current industry demands.

Semester 1

Digital Marketing Strategy Credits: 10

Digital Marketing Analytics and Visualisation

Organic and Paid Search Strategy



Semester 2

Social Media Marketing, Digital Advertising and Artificial Intelligence

Social Media Law and Regulation

Digital Design and E-Commerce

Entry Requirements: A minimum 2.2 honours bachelor degree (Level 8 or equivalent) in a business discipline OR a minimum 2.2 honours bachelor degree (Level 8 or equivalent) in a non-business discipline with considerable experience and/or ability evidenced by an RPL portfolio of prior experience and learning. International students must evidence a proficiency in English language. In line with University policies, non-native English speakers are required to have an IELTS level of 6.5 or higher.



Applicants may be requested to attend an interview.

1 year, part-time, online.



Online classes will take place on two evenings per week from 6.30pm to 9.30pm. Attendance will also be required on two Saturday workshops each semester.



Please note that the running of the programme each year is subject to student numbers. Should the University be unable to form a viable cohort, the programme will not run.

Career Opportunities

Noting the current increased spend on digital marketing there is strong demand for Digital Marketing graduates. Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis. Responding to the impact of Covid and Brexit, Enterprise Ireland are increasingly encouraging businesses to develop their online presence, thereby reducing dependence on traditional markets such as the UK. We expect this will further impact marketing recruitment this year and beyond.



Career opportunities for graduates include:



• Digital Marketing Executive

• E-commerce Operations

• Digital Support Executive

• Digital Marketing Specialist

• Marketing and Communication Officer

• Inbound Marketing Specialist

• Senior Digital Client Manager

• Affiliate Marketing Manager



Further Study

As a graduate of this programme, you are eligible to be considered for a place on a master’s degree, such as our MSc in Digital Marketing.