MSc in Digital Marketing
DC516 | Postgraduate Full Time
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.
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
Digital marketing changes rapidly and is experiencing phenomenal growth. Graduates from the MSc in Digital Marketing Programmes are employed in a variety of senior marketing roles in all sectors including Google, Edelman, Accenture, Dell, An Bord Bia, Paddy Power, Bank of Ireland, Novartis and others.
- Agency strategist
- Brand Account Manager
- Business Analyst
- Data Analytics
- Digital Account Executive
- Digital Project Planner
- Digital Marketing Executive
Please see the DCU Online Prospectus for entry requirements.