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Digital Marketing

Introduction
The massive growth of social media and smartphones in recent years, means that marketers need a strong skillset and knowledge base that is digital. Now marketers want the visibility and traceability that digital marketing affords. As an MSc the programme has a more scientific rigour to its offerings, emphasising accountability and strategic context.

Developed in conjunction with industry experts, this highly practical programme provides a broad based digital marketing award with a strong focus on cutting edge skills and practice in areas such as Search Engine Optimisation, Display Advertising, Search Advertising, Email Marketing, Affiliate, Web Design with WordPress, Digital Video, Analytics and much more.

Given how fast the digital marketing arena moves in terms of technologies and practice all modules are written with flexibility in mind. Students are facilitated in exploring new ideas and technologies where applicable. In this way, the program remains up-to-date with industry trends and best practice.

This programme accommodates a wide audience of learners whose specific interests in Digital Marketing may be either technically focused or strategy focused.

Aims and Objectives
This is an innovative programme with an integrated delivery from end-to-end covering a wide range of Digital Marketing topics. The programme aims to develop learners' knowledge of the theory and practice of Digital Marketing necessary for them to secure employment and perform at postgraduate level in the areas of ICT/ Digital Marketing in a broad range of commercial, industrial and public sector environments. Graduates will have an in-depth knowledge of the practical and theoretical aspects of Digital Marketing. The programme enables and supports learners in developing critical analytical skills and developing skills in applying theoretical concepts to the practice of Digital Marketing.

The programme incorporates Personal & Professional Development (PPD) within modules to enhance the student's employability, which will enable them to integrate seamlessly into an organisation by addressing skills such as leadership, self-management and teamwork that are essential in the area of Digital Marketing. It also comprises a Research Methods integrated into the applied Digital Marketing modules, focusing on literature review, research technique, and their application to real life situations and data sets, how applied research and entrepreneurship are linked. These modules will inform the learner's Dissertation, which requires the production of an artefact.

The specific programme aims are as follows:
- To imbue a critical analysis of the current and emerging theories of digital marketing, informed by up-todate research and activity in the digital marketing field.

- To develop the practical skills in problem identification and solving, carrying out digital marketing activities of a marketing department.

- To provide a strategic perspective (incorporating multiple-viewpoints) and context for digital marketing in a modern organisation.

- To develop an in-depth appreciation of modern data-driven metrics to marketing activities and how these can be generated and used.

- To develop in students the competencies to be a successful marketer in a digital marketing environment.

- To facilitate the development by the learner of applied skills that are directly complementary and relevant to the workplace

- To identify and develop autonomous learning skills for the learner

- Provide the learner with a comprehensive platform for career development, innovation and further study.

Programme Structure
Full-time
For full-time students, the taught component consists of seven modules. Successful completion of the taught component stage allows you to move on to the dissertation stage.

Part-time
For part-time students, delivery of the programme is structured over four taught semesters. During each semester, students are typically required to attend lectures on two evenings per week and occasional weekend workshops.

The course has six key components:
- Class room lectures
- Case Based learning
- Practical Skills Sessions
- Workshops
- Tutorials
- Individual and Group work

Suited to: Suited to Business Graduates.

Entry requirements

The minimum entry requirements for the MSc in Digital Marketing are:

- Eligible applicants must hold a business/finance degree with a component of marketing (Level 8, 2.2 or higher) granted by an institution recognised in the country where it operates or an equivalent professional qualification such as MMII or a primary degree with a minimum of three years' work experience in a Marketing related role.

- In addition, for applicants whose first language is not English and who have not undertaken their undergraduate degree through English the following is required:

- The minimum requirement for a non-native English speaker is greater or equal to B2+ in the Common European Framework of Reference for Languages for admission. Non- EU applicants, residents outside Ireland/EU, must apply directly to the International Admissions Office at DBS. Further details regarding Non- EU learners can be found in the DBS Quality Assurance Handbook (QAH).

Duration

Full-time: 1 year
Part-time: 2 years

Careers or further progression

Careers
Graduates of the MSc in Digital
Marketing will acquire specialised skills and competencies that will enable them to pursue positions in many fields, including digital marketing management, market research, brand management, advertising and public relations and digital marketing consultancy.

Further enquiries

Postgraduate Admissions Office,
Dublin Business School,
13/14 Aungier Street,
Dublin 2,
Ireland
T: +353 1 4177500
F: +353 1 4177543
E: admissions@dbs.ie

Subjects taught

Stage 1
Core Modules
E-Business & Digital Marketing Regulation
Sales Management in the Digital Era
Digital Design & Development
Digital Advertising and Online Strategy
Inbound Marketing
Data & Digital Marketing Analytics
Research Methods 1
Research Methods 2

Stage 2
Dissertation

Comment

Postgraduate School of Business and Law:
Built on a reputation of "Excellence through Learning", the School of Business and Law prides itself on its ability to design and deliver programmes which are academically rigorous and innovative whilst ensuring they meet the demands of an ever changing global business community. The Postgraduate School of Business was launched on the strength of the College's excellent reputation of delivering undergraduate business degrees. Opened in 1992 the School has expanded its suite of programmes to include Postgraduate Higher Diplomas, MSc and MBA across a variety of business disciplines including administration, marketing, HRM, business strategy, law, information technology and finance. As a student of Dublin Business School you will be a key participant and driver of your learning experience. You can expect to be constantly challenged and invited to participate in group discussion and presentations.

This is facilitated through our focus on individual attention to all our students. A key aspect of your development lies in the dedication of the faculty to your success. All faculty members are experienced tutors who are specialists in their chosen field. As well as being highly qualified academically, they also bring a wealth of industry experience to the classroom. Our tutors are actively engaged in consultancy and research and this feeds directly into your learning experience. With a dedicated postgraduate facility incorporating state-of-the-art classrooms, syndicate meeting rooms and a specialist library you will find yourself quickly becoming part of a community of likeminded people coming from diverse backgrounds which will further enhance both your academic and personal development during your time with us.

Assessment method

Assessment
The Master of Science (MSc) in Digital Marketing is an academic programme informed by the clinical and academic experience of the lecturers.

Assessment is approached creatively with a range of assessment strategies including essay writing, in-class presentation, graded group dissertation and examination.

Instructions and guidelines for all assessment are clearly communicated to students.

Enrolment and start dates

EU APPLICANTS
Applicants should complete the appropriate application form and submit it online or return it to the Postgraduate Admissions Office along with the following documentation:

- Academic Transcripts (original and official english translation where issued in another language). Applicants who have previously attended DBS do not need to provide this documentation

- Proof of Identification (birth certificate, drivers licence or passport)

- Detailed Curriculum Vitae

- Proof of English (i.e. IELTS, TOEFL or equivalent) where full-time study has been conducted in a language other than English or applicants whose first language is not English

- Academic/business references (ideally one academic and one business). These are not required for Business programmes

Please see programme content for any course specific additional application procedures and specific minimum entry requirements including English language if applicable.

In addition to the above, in the instance of Non-EU applicants who have residency in Ireland:

- A copy of your GNIB (Garda National Immigration Bureau) Card, work permit (if applicable) and passport

- The letter that was issued to you by the Department of Justice, Equality and Law Reform stating why you were provided with the above documentation.

Applications can be made online at www.dbs.ie or by contacting the Admissions Office for an application form.

For further information please contact:
The Postgraduate Admissions Office
Dublin Business School
13/14 Aungier Street,
Dublin 2
T: +353 1 4177500
F: +353 1 4177543
E: admissions@dbs.ie
W: www.dbs.ie

NON-EU Applicants:
Non-EU Applicants should complete the appropriate application form and return it to the Postgraduate Admissions Office along with the following documentation:

- Academic Transcripts (original and official english translation where issued in another language). Applicants who have previously attended DBS do not need to provide this documentation

- Proof of Identification (passport)

- Detailed Curriculum Vitae

- Proof of English (i.e. IELTS, TOEFL or equivalent) where full-time study has been conducted in a language other than English or applicants whose first language is not English

- Academic/business references (ideally one academic and one business). These are not required for Business programmes

- A copy of your GNIB (Garda National Immigration Bureau) card, work permit (if applicable)

Please see programme content for any course specific additional application procedures and specific minimum entry requirements.

Applications can be made online at www.dbs.ie or by contacting the International Admissions Office for an application form. For further information please contact:

The International Admissions Office
Dublin Business School
13/14 Aungier Street,
Dublin 2, Ireland
T: +353 1 4177500
F: +353 1 4177543
E: international@dbs.ie
W: www.dbs.ie

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