Digital Marketing Strategy - Online

Digital Marketing. With this trend set to continue, and an ever-widening set of tools available, MTU offers an innovative MSc in Digital Marketing Strategy. MTU has developed a strong track record in providing short Digital Marketing programmes over the last few years and has found the level of expertise and insight developed through such programmes to be unparalleled.

The programme is aimed at those working in traditional and digital marketing or those aspiring towards a senior position that requires a solid foundation in multiple aspects of Digital Marketing. Progress through the programme is designed to carefully develop essential skills to the point of expertise in the context of an overall strategic perspective.



MTU’s panel of lecturers have substantial commercial experience and is drawn from a range of local, national and international companies that lead the way in digital marketing.



This innovative Masters programme will deliver students who are at the forefront of knowledge pertaining to digital marketing strategy and digital leadership.



Part-time: 4 semesters as an online programme.



This part-time programme takes place over four semesters and includes the flexibility required by those with busy lifestyles. The first semester involves four mandatory modules (that comprise the Certificate in Digital Marketing). This semester gives students an excellent grounding in the essential skills and knowledge of Digital Marketing.



It is possible to exit with this award at that point, but many of our students go on to complete the full Master’s Programme, where participants benefit from a further two semesters on-campus, followed by a 6-month project (often completed in the participant’s workplace). This project is guided by MTU academics but has a very strong practical focus.



The programme allows each student to choose the combination of elective modules that suits them, while the innovative professional development module offers some learning flexibility in the earlier stages of the programme. Students can choose to study fully online or on campus, but not interchange between the two.



This programme is also available full-time over one year on campus.



You will acquire the analytics skills that every Digital Marketer needs, using tools such as Google Analytics, AdWords and Facebook Insights. Equally, you will develop your creative and storytelling skills using Social Media, Video and Creative Imagery. You don’t need any specific technical knowledge, but you will develop some skills along the way. You can also choose from electives that play to your strengths or interests.



Guest lecturers are frequently invited to offer their specialist expertise. Past guest lecturers have come from TrustEv, LinkedIn, Newsweaver, a variety of local businesses and even Barack Obama’s Social Media team.

Modules



Stage 1/Semester 1

Digital Marketing Environment

Social Media & Digital Advertising

Website Optimisation & Analytics

Strategy for Digital Marketing



Stage 1/Semester 2

Integrated Strategy & Planning (part 1 of 2)

Digital Advertising & Analytics

Professional Development for Marketing



Elective

The Digital Consumer

E-Commerce & Goal-Driven Sites



Stage 2/Semester 1

Integrated Strategy & Planning (part 2 of 2)

Search Engine Optimisation & Analytics

Action Research Methods



Elective

Digital Brand Development

Lead Generation & Sales



Stage 2/Semester 2

Applied Digital Marketing Project (Action Research or Research)

Candidates ideally should have attained at least a H2.2 degree in a cognate area (an area related to business, media or visual communications).



Degree-holders from non-cognate areas will be considered provided that these candidates can demonstrate significant relevant professional experience.



What is RPL?

Recognition of Prior Learning (RPL) is when formal recognition is given for what you already know prior to starting on a programme or module. With recognition of prior learning the focus is on learning and not on experience as such. You can apply for RPL in any MTU accredited programme or module. Programmes which are accredited by professional bodies or any external awarding bodies may have their own procedures for RPL which you should refer to.

Application Deadline 14th January 2026

All assessment for both modes is by project work, reports and similar mechanisms; there are no final terminal exams.

MSc.: 90 ECTS

2 years, part-time, online.



Location(s)

MTU Bishopstown Campus, Cork, Online

EU Applicants: €7,500 payable over 2 years

Non-EU Applicants: €12,000