Marketing has been dominated in recent years by a shift to digital. Social media, mobile technologies, big data and data analytics, cloud computing and the Internet of Things are changing the way marketing is designed and executed.
The MSc in Digital Marketing is designed to help participants understand how digital technologies can be exploited to optimise buyer awareness, sentiment and intention.
Graduates from the MSc in Digital Marketing will have highly-developed competencies in data-driven decision-making and communicating for marketing using social media, online advertising, 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.
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.