Marketing has been dominated in recent years by a shift to digital, mobile and social media, hyper-targeting and feedback of real-time metrics and data leading the way over traditional marketing where interaction information is not as forthcoming.
The MSc in Digital Marketing is designed to help participants understand how digital technologies are changing consumer behavior and equip them with the knowledge to engage with consumers using digital channels.
Graduates from this programme will have highly-developed competencies in communicating and marketing using social media, analytics and other digital and mobile technologies.
Why do this course?
Designed and continually updated in conjunction with both leading industry and academic experts.
100% continuous assessment including 5-8 live client applied projects
High employment rates in leading companies
Choose between a dissertation or an applied research project for a live client.
DCU Business School, accredited by AACSB, has an established international reputation for high quality graduates.
Full time students (DC516) will undertake six core modules in a range of digital marketing related topics in addition to an applied research project or dissertation in 12 months. Part-time students (DC517) will take three modules in Year 1, Wednesdays 1400 - 1800 and Thursdays 1600-1800. In Year 2, part-time students complete a further three modules and an applied research project or dissertation.
Digital Marketing Mechanics and Authorship provides students with the technical knowledge and skills to author and communicate brand messaging using common and emerging digital marketing technologies. Delivered by experienced practitioners, the Digital Marketing & eBusiness Management module enables students to deliver and manage tactical digital marketing and e-commerce campaigns and projects. Students develop creative digital advertising campaigns and learn how to manage digital advertising operations in the Digital Advertising & Communications module.
Strategic Thinking & Data Analytics equips students with the knowledge of a variety of data visualisation techniques and statistical techniques to make sense of the emergence and exponential growth of big data. Building upon this, the purpose of the Marketing Strategies & Metrics module is to motivate students' appreciation of current needs for marketing metrics and to develop a comprehensive understanding of strategy-based performance measurement frameworks.
Finally, students are introduced the tools and techniques for constructing, optimising and maintaining websites as part of the Applied Web Design & Development module, addressing web usability, design guidelines and user experience.
Both the Dissertation and Practicum affords students opportunity to exercise their creative, questioning, analytic, and writing skills in a focused and practical manner. Whereas the dissertation is a critical evaluation of a research question primarily from an academic perspective, the practicum is intended to expose the student to an analysis of a real-world problem. While their focus is different (primarily academic or applied) they must each contain a substantial piece of primary research and students are expected to put into practice the theoretical materials covered in earlier modules.
•Complete a search engine optimisation (SEO) report for a chosen client
•Design and run a digital advertising campaign
•Demonstrate mastery of analytics techniques using large social media data sets
•Complete Google Analytics, AdWords, Video Advertising Certifications
•Develop websites using industry recognised content management systems
Dublin City University has forged a reputation as Ireland's University of Enterprise, through its strong, active links with academic, research and industry partners both at home and overseas.
Our solid industry relationships have allowed us to instil an enterprising culture into our postgraduate courses which has resulted in DCU Business School's reputation as being Ireland's most innovative business school. The quality of our teaching, small class sizes and high levels of industry engagement make us stand out.
We provide a unique learning environment where students are encouraged to develop their creativity and skills as innovators.
As well as being recognised by AACSB, the oldest and most prestigious global accrediting body for business schools, DCU Business School is also ranked in the top 90 European Business Schools by the influential Financial Times Ranking.
DCU graduates are highly sought after in the job market, with many going on to pursue leadership and management roles in organisations both at home and abroad.