MSc in Digital Marketing

Program Overview

---

MSc in Digital Marketing

Overview

The MSc in Digital Marketing is designed to help participants understand how digital technologies can be exploited to optimise buyer awareness, sentiment and intention. You will gain in-depth knowledge and skills in PPC, SEO, Content Marketing, Social Media, e-Business Management, Web Development, Data Analysis, and develop strategic thinking know-how.

Duration

12 months

Fees

• EU: €11,600 per annum
• Non-EU: €19,500 per annum

Start Date

September 2025

Application

Accepting Applications

Entry Requirements

• A 2.1 Honours degree in a Business discipline, or equivalent international qualification
• A 2.1 Honours degree in a relevant non-business discipline eg. Journalism, Communications, Media Studies, or equivalent international qualification
• Professional qualifications plus 5 years or more relevant professional experience in Marketing
• Recognition of Prior Learning (RPL) applicants are required to submit a cover letter along with their application under the Transcripts section of the portal, affirming their intent to apply for RPL
• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language

Career Prospects

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
• Social Media Manager

Course Structure

• Digital Marketing Mechanics and Authorship
• Digital Marketing & eBusiness Management
• Digital Advertising & Communications
• Strategic Thinking & Data Analytics
• Marketing Strategies & Metrics
• Applied Web Design & Development
• Dissertation or Practicum

Assessments

• 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

Accreditation

The DCU MSc Digital Marketing is accredited by the Institute of Management Consultants and Advisors (IMCA) and has been designed to meet their criteria. Students of the MSc Digital Marketing are entitled to free Graduate membership of the Institute for the duration of their course of study and 12 months following completion.

Rankings

This programme is ranked among the top 80 MSc in Marketing programmes globally (QS Business Master’s Rankings 2025)

DCU Business School is ranked in the top 95 Business Schools in Europe in the 2023 Financial Times Ranking, one of only three Irish Business Schools to achieve this ranking.

Scholarships

The John Thompson Scholarship for the MSc in Digital Marketing offers full fees for one student on the MSc in Digital Marketing. This scholarship aims to foster links between digital marketing and online journalism by encouraging graduates of business, journalism and more diverse educational backgrounds to study digital marketing integrated with an appreciation of media and online journalism.

Program Outline

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.

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

Click

here

to view information from our graduates & programme news