Marketing - Digital Marketing

Overview

The MSc Digital Marketing is strongly connected to industry and what is happening in marketing today. The programme develops the critical and analytical capabilities of participants through a series of modules that engages them with not only the latest research, but also key insights from the practice of digital marketing. The programme aims to provide participants with knowledge and experience of both tactical and strategic use of digital marketing. Participants will learn how to analyse complex data for informed decision-making and develop practical skills in content creation, campaign development and data analysis using a range of techniques and digital products. The use of digital, while important, is only part of the arsenal of tools and techniques available to a marketer and this programme will ensure that the participant can apply the appropriate digital messaging in conjunction with traditional marketing messaging.



Defining digital marketing is challenging. It is more than just putting an ad on Facebook or hiring an Instagram influencer or even creating a viral TikTok. Digital Marketing is now embedded in all the ways that customers interact with a business, and therefore it integrates online, offline and omnichannel experiences, and empowers organisations with a data-driven approach to identify and manage customers' journeys. Learning how to manage this complex world and understand the insights that analysing the large volume of data it generates is key to understanding digital marketing.

This specialist masters programme develops a high level of technical competence in digital marketing through consideration of how digital marketing is both changing the practice of marketing and integrating into contemporary marketing thought. Modules are delivered over two semesters (September-January & February-May) with the Business Research Project/Placement conducted between May and August. The programme will generally be delivered through lectures, presentations and intensive workshops, generally in blocks of two full days every two weeks, followed by less structured supervision contact over the third (summer) semester for those taking the Project option, which is with a real client. Modules have been chosen to build technical expertise in digital marketing but also to develop you as a digital marketer. A key innovation is the concept of Marketing Live, which gives you the opportunity to put your digital marketing knowledge into practice with a live client on a real marketing problem.

Candidates should have a minimum 2.2 grade honours (level 8) degree in a business discipline.



Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline who can demonstrate significant experience in digital marketing will also be considered.



In exceptional circumstances consideration will be given to candidates who do not hold a primary degree, but who do have at least 10 years' relevant work experience at least 3 of which must be in a management position in digital marketing. This is done through the Maynooth University Procedure for Non-Standard Entrants and Recognition of Prior Learning.



International applicants must have a recognised primary degree in business which is considered equivalent to Irish university primary degree (Level 8) at 2.2. Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline who can demonstrate significant experience in digital marketing will also be considered.



Applicants must have a recognised primary degree which is considered equivalent to Irish university primary degree level.



Minimum English language requirements:

Applicants for whom English is not their first language are required to demonstrate their proficiency in English in order to benefit fully from their course of study. For information about English language tests accepted and required scores, please see here. The requirements specified are applicable for both EU and International applicants.



Maynooth University's TOEFL code is 8850

Applications are open for the 2025/6 academic year. Visit our online application portal to start your application.

We are here to support you throughout the admissions process.



For queries on your postgraduate course options please contact pgstudies@mu.ie

For queries or support on your application process please contact pgadmissions@mu.ie



If you are an international (Non-EU) applicant please contact internationaladmissions@mu.ie

1 year full-time, 2 years part-time.

Course Commences: September.

Career Options

At its essence digital marketing is still marketing. Marketing requires that marketers understand customer needs and wants and ultimately marketing needs to work across the entire organisation to mobilise efforts to present the company and its products and services to current and potential customers. This applies across all organisations of all sizes in all sectors. While digital marketing has a strong place in the world of the consumer, usage is growing in the business-to-business environment, and there is significant adoption by government and governmental organisations. This opens a wide variety of careers for graduates of a Digital Marketing degree



Graduates can expect to work in such roles as marketing manager, digital marketing specialist, marketing analyst, social media manager, and many more.