Digital Marketing and Analytics (Online)

Overview

Marketing has moved faster than most careers can keep up with. The job title might be the same, but the skills required to do it well - and to lead others doing it - have moved on. Data fluency, analytics capability, and strategic digital thinking are now baseline requirements for senior marketing roles.



This programme is for professionals who already understand marketing but want the analytical depth and formal qualification to operate at a higher level. Whether you're working in a traditional marketing function that's gone digital, already in a digital role without the credentials to match, or moving into marketing from an adjacent field, Dublin Business School's MSc in Digital Marketing and Analytics is designed to get you where you're going.



It's fully online, built around the reality that you're working while you study, and accredited by QQI at Level 9 on the National Framework of Qualifications in Ireland.



Who it's for

This programme suits you if you're a marketing professional looking to move into more senior or data-led roles, a digital practitioner who wants a postgraduate qualification to consolidate your experience, or a graduate from a business, finance, or IT background moving into digital marketing as a specialism.



The online format is designed for people with professional and personal commitments. You won't need to step back from work to complete it.



What you'll develop

The programme builds four interconnected capabilities that employers in digital marketing currently need at leadership level.



● Strategic thinking - you'll learn to design and evaluate digital marketing strategies that go beyond campaign execution, grounding decisions in consumer insight and market data.



● Analytical capability - you'll develop hands-on proficiency in data and digital marketing analytics and business intelligence, learning how to generate, interpret, and act on the metrics that matter.



● Technical knowledge - modules in web marketing management, digital design and development, and digital advertising give you a working command of the tools and platforms driving modern marketing.



● Research skills - two dedicated research methods modules build the evidence-based thinking required for senior decision-making and independent inquiry.



How it's delivered

Teaching combines live, scheduled online sessions with self-paced content you work through in your own time. The balance varies by module, but the programme is structured so you can maintain your professional life alongside your studies.

You'll need a laptop or desktop computer with a supported Windows operating system, 8GB RAM, and a reliable internet connection.

Web Marketing Management and Metric

Digital Design and Development

Strategic Thinking in the Digital Age

Research Methods

Data and Digital Marketing and Analytics

Digital Advertising & Online Marketing Communications

Business Intelligence and Visualisation

Research Methods

Applied Research Project / Dissertation / Placement



The capstone gives you a choice of three paths: a traditional Dissertation, an Applied Research Project with an associated practical artefact, or a 150-hour professional Placement. You choose based on where you want to go next.

The minimum entry requirement is a Second Class Honours Grade 2 (2.2) Level 8 degree in a cognate discipline from a recognised third-level institution. Cognate areas include marketing, business, finance, IT, and related fields. An equivalent professional qualification such as MMII is also accepted.



If English is not your first language and your undergraduate degree was not taught in English, you'll also need to provide:





● Evidence of B2+ proficiency on the Common European Framework of Reference for Languages



● A recognised test certificate (IELTS, TOEFL, or equivalent) dated within the last two years



Non-EU applicants living outside Ireland should apply directly to the DBS International Admissions Office.

Online, Part-time: 2 Years

Next Intakes:

September 2026

January 2027

Graduates move into roles across marketing, analytics, and digital strategy. Common destinations include:



● Digital Marketing Specialist



● Digital Marketing Executive



● Digital and Content Analyst



● Content Designer



● Search Ads Specialist



● Growth Specialist



These roles are in demand across financial services, technology, retail, insurance, and management consulting.



Beyond these entry points, the analytical and strategic depth of the programme positions graduates well for senior roles in Performance and Insights Consulting, Digital Marketing Optimisation, and Client Services - roles that sit at the intersection of data capability and marketing strategy.