Digital Media & Marketing

ATU - Mayo Campus

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.

Subjects taught

Year 1
Digital Content and Marketing Technology 10 credits
Marketing Strategy Theory and Application 10 credits
Research Methods and Critical Analysis 10 credits
Search Engine Analytics 5 credits
Visualisation for Strategic Decision Making 5 credits

*Exit Award option available

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).

Applications are ranked in order of merit.

English Language Requirements will be as determined by ATU and as published in the Access, Transfer and Progression code.

The current requirements are as follows:
- Non- EU applicants who are not English speakers must have a minimum score of 6.5 (with a minimum of 6.0 in each band) in the International English Language Testing System (IELTS) – Academic.

- EU applicants who are not English speakers are recommended to have a minimum score of 6.5 (with a minimum of 6.0 in each band) in the International English Language Testing System (IELTS) Academic or equivalent.

Recognition of Prior Learning may be used to gain access to this programme in accordance with ATUs Recognition of Prior Learning policy. For more information on the RPL policy, please visit

Application dates

Postgraduate Applications

Details on how to apply for Postgraduate Courses at ATU

Applications for programmes commencing in September 2023 are NOW OPEN.

Click on "Application Weblink" below.

If you have any queries or need any assistance applying for a postgraduate course please contact our Graduate Studies and Professional Development (GSPD) team who will guide you through the process.

Email: and reference the course you're interested in applying for in your message.

Are you an international student? Please contact the International Office for more information:
Tel: +353 (0)91 74 2149/2211


2 years part-time. Blended learning.

Post Course Info

Job Opportunities
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.

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Part time,Blended

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