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Management - Digital Marketing

Introduction
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.

Programme

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.

Assessments include:

•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

Why DCU

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.

Entry requirements

Requirements

General Entry Requirements

For admission to the M.Sc. in Digital Marketing candidates must hold -

•An Honours degree (H2.1) or higher in a Business discipline, or equivalent international qualification OR

•An Honours degree (H2.1) or higher in a relevant non-business discipline eg. Journalism, Communications, Media Studies, or equivalent international qualification OR

•Professional qualifications plus 5 years or more relevant professional experience in Marketing.

•International candidates who are non-native speakers of English must satisfy the University of their competency in the English language.

Duration

1 Year Full Time / 2 Years Part Time
DC216 Full-time, DC517 Part-time

Careers or further progression

Careers

You will graduate with strong business acumen with an innovative and dynamic mix of skills that will allow you to pursue a career in data-driven digital marketing. Our graduates are working in a range of marketing and management roles including Digital Account Executive, Digital Project Manager, Content Marketer, Research Analyst, Digital Marketing Executive, and Social Media Manager. Your knowledge of the business management environment and the ability to be able to think strategically and analytically coupled with your powerful digital marketing background and exposure to new methods and technologies makes you highly demanded by employers.

Graduates from the MSc in Digital Marketing Programmes are employed in a variety of senior marketing roles in all sectors including Facebook, Google, Microsoft, Yahoo!, Edelman, Accenture, Dell, An Bord Bia, Core Media, Starcom, Oracle, Trivago, Adroll and many more.

Our students also often compete in national and international marketing competitions. The success of our students at this level is a testament to the quality of learning and rich teaching that sits at the core of the DCU student learning experience.

•Class of 2015 - European Digital Communication - 'Best Master's Thesis' / Platinum MarCom (Marketing & Communication) Award 2016

•Class of 2016 - An Post Marketing Student of the Year

•Class of 2017 - 2017 Marketing Edge Collegiate Echo Winners

Advertising
Agency Strategist
Brand Account Manager
Business Analyst
Communications
Data Analytics
Digital Account Executive
Digital Project Planner
Direct Marketing Executive
Marketing

In these areas
Marketing

Further enquiries

EU enquiries: theo.lynn@dcu.ie
Non EU enquiries: international.office@dcu.ie
+353 (01) 7006873

Enrolment and start dates

Commencement of Programme
The programme in September 2019.

Remember to mention gradireland when contacting institutions!