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MSC IN DIGITAL MARKETING
- Qualification
- Master Of Science Degree
- CAO/MU Apply code
- MH34D
- Award Type and NFQ level
- TAUGHT MASTERS (9)
- Study Mode
- Full time
- Closing Date
- 13 August 2027
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.
Course Commences
September entry
Course structure
Duration: 1 year full-time
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. We have two semesters of taught modules, during which each module is taught over four days. These four days will be time-tabled three to four weeks apart so that learning can occur between the individual teaching days and permits for reflection on content and the completion of projects and tasks.
The programme will generally be delivered through lectures, presentations and intensive workshops. 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.
Disclaimer
The modules below are indicative of the content associated with this course of study.
The modules are subject to change as the curriculum is revised and reviewed annually.
Important: The information on this page is for prospective students, MU current students and staff should use Programme Directory.
Careers after your Masters
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.
Entry Requirements
Applicants who hold a minimum of a Bachelor Honours degree (NFQ Level 8) (or equivalent) with a minimum of a Second-Class Honours, Grade 2 (2:2) in a business discipline or in any discipline which demonstrates significant experience in digital marketing may be considered.
If you do not meet the standard entry requirements then you may be eligible to apply under the University's Recognition of Prior Learning (RPL) policy. Please click here for further information.
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
How to apply
Applications must be made via the MU Apply portal. Please click here to start your application.
When making your application, please ensure you prepare any documents listed below. You may be required to submit documents in two stages. You will be required to upload and submit the following documents with your application:
- Full academic transcripts for all semesters/ years completed to date
- Graduation Certificate if you have graduated
- A copy of your passport
- Up to date CV
If English is not your first language, you may be required to upload evidence of English language proficiency. For information please click here.