Digital Media & Marketing

Classical marketing theory and professional practice are challenged continuously by revolutionary digital and marketing technologies in contemporary organisational environments.

The aim of this structured Master of Science in Digital Media and Marketing is to develop participants' expertise and scholarship within the rapidly evolving professional discipline of strategic digital media and marketing.

The applied curriculum in this master's programme, integrates at its core, the technological instruments which have changed the professional practice of the marketing discipline fundamentally.

Lecturer-student engagement on this programme will lead to the development of an interactive community of learners and researchers, with contributions to content, generated not only by the lecturing team, but by students.

The fast-paced field of digital media and MarTech as applied to the profession of marketing, requires this kind of participant interaction, enabling participants to gain maximum benefit from new knowledge generation in this discipline.

Entry requirements

Candidates must hold a level 8 Bachelor (Honours) degree with a minimum grade classification of H2.2 or equivalent in Marketing, IT/Computing, Business or cognate area.

Candidates who do not meet this entry criterion will be considered for entry to the programme under a formalised process of recognition of prior learning (RPL).

Assessment Info

Assessment in each module is on the basis of 100% continuous assessment.

Continuous assessment may include projects; e-portfolios; reflections; lab based practical; group assignments; team work; presentations; problem based tasks; book and academic article reviews; academic essays (incorporating a literature review and a 17,500-word formal dissertation); individual and group case study assignments; formal poster presentations; a formal interview examination; peer review; self-assessment and/or mid-session practical examinations.

Interactions will take multiple forms, comprising on average, two full days per month on campus for the applied stage of the programme, and 1 full day minimum per month on campus for the research stage.

In addition, students can expect to engage, on average,16 hours per week with self-directed research, reflection, assignment work, dissertation supervision engagement and study. The applied stage of the programme involves, necessarily, more direct applied interactions online.

At the end of the applied stage the capstone project of a Strategic Marketing Plan will be presented by each individual. The capstone project will be assessed across multiple modules within the applied stage of this programme. On the final student conference day, it will be mandatory to be on-campus to present the final project, if an individual cannot attend, an appropriate time will be rescheduled with the academic team.

Subjects taught

STAGE ONE - Applied: 40 credits sequenced delivery

Search engine analytics (5)
Visualisation for strategic decision-making (5)
Digital content and marketing technology (10)
Marketing Strategy Theory and Practice (10)
Research methods and critical analysis (10)

STAGE TWO – Research in Practice: 50 credits
Dissertation (50)


2 years part-time

Post Course Info

Currently 68,000 Irish jobs are directly linked to those employing digital skills and tools with approximately one in seven Irish people (13.5% of the adult population) making a supplementary income on the internet.

The digital economy represents 6% (€12.3bn) of GDP and it is expected to grow to 7.9% (€21.4bn) by 2020. (Department of communications, Climate Action & Environment, 2016).

Programme chair Dr Janine McGinn says the demand for this course, in particular MarTech (marketing technology) skills, is well documented in reports such as the recently published Digital Health Index which finds that a mere 5% of small businesses possess web sales abilities despite 59% of customers saying online purchases are important to them.

Also, 75% of SMEs struggle to use software and apply digital skills to improve business productivity, analyse customer data, and promote an online presence.

Graduates from this level 9 Master of Science in Digital Media and Marketing can progress on to other academic post-graduate and doctoral programmes or professional qualifications in digital media, marketing, data analysis, research etc.

More details
  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Part time

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