Marketing - Digital Marketing

We recognise that digital marketing requires a technical skill set, and we take a hands-on approach throughout the curriculum to ensure our students hone the practical skills demanded by the industry. Students will learn the tactical approaches to customer journey modeling, customer analytics, search engines, social media, programmatic advertising and more, alongside timeless marketing strategy. The programme culminates not in a traditional master’s thesis, but in an extensive summer consulting project where students work together on a live brief from a real client. Whether you have a background in digital marketing or are completely new to the field, we are eager to welcome anyone with the ambition to be a leader in the digital space.

What will I learn?
The careful balance of theory and practice within the course is designed to make graduates fully prepared to enter the digital marketing industry or, in the case of professionals, progress further in their career.

1. Analytical insight into the role of digital marketing in business and its current contribution to boosting effectiveness and efficiency within companies.

2. The vital operational skills needed to successfully implement online advertising campaigns, social media marketing, e-CRM systems and web data analysis.

3. The necessary balance of conceptual understanding and hands-on skills to make graduates of the course highly sought-after by potential recruiters.

How will I benefit?
- Masters degree from Ireland’s top graduate business school.
- Real work experience with clients from a range of industries.
- Insight into various industries and roles, allowing students to find their passion.
- With limited course numbers, students receive consistent feedback and guidance.
- Development of both professional and personal skills.
- Graduates from this programme are sought after by top marketing-led companies.
- Strong alumni community creating networking and mentorship opportunities.

Curriculum
This course comprises core modules and option modules (4 + 3), as well as an applied, market-relevant project in the final summer term.

Specific objectives of this course are:
•To develop a strategic and analytical perspective on how digital marketing fits into modern business and where it can make its greatest contribution.

•To develop a thorough understanding of how digital technology can be used to improve the effectiveness and efficiency of marketing at all stages of the business value chain.

•To develop practical skills in applying digital technologies such as online advertising, social media and mobile marketing, CRM systems, Search Engine Optimisation and web data analytics in running the modern business.

•To combine theory and practice in all aspects of digital marketing so as to be of significant value to employers immediately upon completion of the course.

This programme comprises three core modules in the Autumn trimester and one core and two option modules in the Spring trimester. In Summer trimester students complete a core module and a core project.

Specific objectives of this course are:

To develop a strategic and analytical perspective on how digital marketing fits into modern business and where it can make its greatest contribution.

To develop a thorough understanding of how digital technology can be used to improve the effectiveness and efficiency of marketing at all stages of the business value chain.

To develop practical skills in applying digital technologies such as online advertising, social media and mobile marketing, CRM systems, Search Engine Optimisation and web data analytics in running the modern business.

To combine theory and practice in all aspects of digital marketing so as to be of significant value to employers immediately upon completion of the course.

Autumn Trimester
Corporate Marketing Strategy
Consumer Insights & Analytics
Consumer Behaviour

Spring Trimester
•Omnichannel Marketing Communications

+ 2 option modules:

Advanced SEO and SEA
Social Media Marketing
Programmatic, Tracking, & Attribution
Neuromarketing, AI & Technology

Summer Trimester
Digital Marketing Project
Advanced Analytics & Big Data

Please be advised that the above reflects the 2023/2024 curriculum structure and is subject to change each year. Option modules listed are indicative of what has been delivered in previous years and are also subject to change.

Please review the entry requirements below. The UCD Smurfit Admissions Office staff have expertise in reviewing international qualifications from around the world and will be able to assess your application's comparability to the Irish entry requirement.

A minimum second-class honours degree (or equivalent) in any discipline
OR
A primary degree with a minimum of two years’ work experience in a Marketing role

Step 1: Collating Documentation
The first step is to collate the required documentation needed to assess your application. Please ensure that you have clearly scanned, titled and collated your documents in numerical order.

These can include but are not limited to:

TRANSCRIPTS AND ORIGINAL DOCUMENTS
CV
ENGLISH LANGUAGE TEST
REFERENCES
ADDITIONAL DOCUMENTATION
Step 2: The Application Process
Once you have collated the required documentation and reviewed the entry requirements for your programme of interest, you can now apply online.

Apply Online
Application Fee
Application Review
Deposit
You must apply online using our dedicated student information portal. You will be required to enter contact details, upload your documents and answer two essay questions (each approximately 300 words). We would ask that you seriously consider both essays and answer these in the context of the programme you are applying to. Try to not replicate your CV and demonstrate what makes you different from other applicants. There are no right or wrong ways to complete these essays.

Application Deadlines:
Applications are assessed on a rolling basis and courses will close once they are filled. We advise you to apply as early as possible to avoid disappointment. Please note certain scholarships may require you to apply before a certain date – please refer to our scholarship page here. If you have any questions in relation to deadlines or availability please email smurfit.admissions@ucd.ie.

12 months full-time.

NEXT INTAKE: September 2024.

Career opportunities
Graduates of the MSc in Digital Marketing find exciting career opportunities in any of the following areas/roles: Marketing Management; Advertising and Design; Digital Marketing Manager; Digital Consultant; Web/Online Manager; Digital/Social Media Specialist; Market Research and Public Relations.

96% of our graduates from this programme were employed after 6 months across a range of industry sectors. (Source: Latest Graduate Outcomes Survey, published in December 2022)

Potential careers for our graduates include:
Marketing Manager
Digital Marketing Manager
Web/Online Manager
Market Research
Insights Analyst
Digital Sales Executive
Channel Marketing Coordinator