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Digital Marketing

This full-time Masters course is aimed at graduates who wish to develop a deep understanding and high level of competence in the application of digital marketing tools and techniques. It is open to Irish and International business graduates (or related area), who want to improve their digital skills, be industry ready and find exciting jobs in the digital capital of Europe.

We also offer a 2 year Part-Time option which is taught via twice-weekly evening classes and structured so as to facilitate the combination of study and professional life.

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 and web data analysis.

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

How will I benefit?
Successful completion of the course will equip professionals with the strategic know-how to analyse digital marketing practices as well as the operational skills to implement their own solutions.

• A distinct advantage in the marketplace due to the combination of strategic, practical and analytical aspects to the course content.

• A wide range of career opportunities within the industry, including digital marketing management, advertising, online business management and market research.

• Recent graduates of the course are being recruited by digital multinationals such as Facebook, LinkedIn, Salesforce, Oracle. Numberous non-digital companies (P&G, Ryanair, Bank of Ireland) have also hired our graduates thanks to their digital experise.

Course features
Input from leading experts – course content is delivered by a team comprising leading academics from the field and top professionals from global internet companies

The digital capital of Europe – the close association between UCD Smurfit School, Dublin and the world’s leading digital marketing companies offers students and professionals on the course a great opportunity to gain experience from the best in the industry.

Flexibility for professionals – the two-year part-time option is taught via twice-weekly evening classes and structured so as to facilitate the combination of study and professional life

Entry requirements

A minimum second-class honours degree (or equivalent) in Business/Commerce, Marketing, Psychology, Computer Science or a related area
A primary degree with a minimum of three years’ work experience in a Marketing role.

English Language Requirements
If English is not your first language an English language qualification is required for admission to all of our courses. The exception to this rule is if you have completed your primary degree or an entire third level qualification through English, in an English speaking country.

An academic transcript is a document(s) provided by the academic institution where you undertake your studies. This is an official document which states all of the subjects you have undertaken during your studies and what grade you have achieved in each of those subjects, including your overall final grade if you have completed your qualification. Official or original academic transcripts are documents printed on the official headed paper of the institution where you studied and should be stamped by that institution. If this document is not in English you should arrange to have it translated.

Visa Requirements
Some students might have to get a student visa in order to come and study in Ireland. Regardless, all non EU/EEA and non Swiss citizens have to register on arrival with the GNIB.


12 months full-time
24 months part-time

Careers or further progression

What can I do?
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
• Public Relations

Further enquiries

Email: or
Phone: (01) 716 8885

Subjects taught

Course structure -
Semester 1: 3 Core Modules

Semester 2: 1 Core Module
2 Option Modules

Semester 3: Research Project
1 Option Module

• Digital Business Model & eCommerce
• Digital Communications Management
• Digital Marketing Strategy & Campaign Plan
• Market Research Methods & Data Analysis
• Applied Digital Project Management

Optional Modules:
• Sales Management
• Creativity, Innovation & Entrepreneurship
• Brand Management Digital
• Digital Technology & Design
• Global Marketing Strategy
• e-CRM
• Behavioural Insights Value Creation
• Business & Society

Web-based Business Models (subject to change)

Enrolment and start dates

Starting: September 2017

* Courses will remain open until such time as all places have been filled, therefore early application is advised.

Remember to mention gradireland when contacting institutions!