Digital Marketing & Analytics

Program Overview

Digital Marketing & Analytics – MSc

Course Overview

This programme will be delivered over a 12-month period (September to September) and is aimed primarily at learners interested in acquiring a highly practical level 9 qualification in Digital Marketing practice and strategy.

Digital marketing permeates through every industry sector and career progression in any organisation will require graduates to have not only skills in their relevant fields but also the digital marketing skills to operate effectively in the modern workplace.

This programme is built on a multidisciplinary foundation, with a focus on data analytics, software implementation and marketing using new disruptive technologies and is set against the backdrop of the global nature of business in the 21st Century.

The programme not only provides graduates with a deep understanding and knowledge of digital marketing but equally importantly, also provides the professional digital marketing skills to operate effectively in the modern workplace. In doing so, this programme responds to the identified needs of industry by enhancing the supply of top-class PPC and advertising specialists. The programme covers these key principles through assessing the impact of digital technology on the business and marketing functions of organisations; integrating social media tools into a marketing communications strategy and effectively using different forms of technology and analytical capacity in the development of an online global presence.

Entry Requirements

• A minimum 2.2 honours bachelor degree (Level 8) in a business discipline
• A minimum 2.2 honours bachelor degree (Level 8) in a non-business discipline with considerable experience and/or ability, evidenced by an RPL portfolio of prior experience and learning
• Equivalent qualifications. International students must evidence a proficiency in English language. A minimum IELTS 6.5 or equivalent internationally recognised English test result is required. An interview may form part of the selection process.

Course Modules

Semester 1

• Digital Marketing Strategy
• Digital Marketing Analytics and Visualisation
• Organic and Paid Search Strategy

Semester 2

• Social Media Marketing, Digital Advertising and Artificial Intelligence
• Social Media Law and Regulation
• Digital Design and E-Commerce
• Digital Consultancy Project (Elective)
• Dissertation (elective)

Career Opportunities

Noting the increased spend on digital marketing, we are seeing a huge demand for our graduates. Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis. Considering Covid and Brexit, Enterprise Ireland has been encouraging businesses who export abroad to go online and enter new markets and reduce dependency on the UK. We expect this will impact marketing recruitment this year as exporting businesses begin to increase their presence online.

Career opportunities for graduates include:

• Digital Marketing Executive
• E-commerce Operations
• Digital Support Executive
• Digital Marketing Specialist
• Marketing and Communication Officer
• Inbound Marketing Specialist
• Senior Digital Client Manager
• Affiliate Marketing Manager

Further Study

Upon successful completion of this programme, graduates have the opportunity to complete Level 9/10 programmes here at TUS or elsewhere.

Program Outline

It is designed for learners seeking a highly practical qualification in digital marketing practice and strategy. The program emphasizes the pervasiveness of digital marketing across all industries and the need for graduates to possess both industry-specific skills and digital marketing expertise to thrive in the modern workplace. It is built on a multidisciplinary foundation, focusing on data analytics, software implementation, and marketing using disruptive technologies. The program acknowledges the global nature of business in the 21st century and aims to equip graduates with a deep understanding of digital marketing principles and the practical skills to operate effectively in the modern workplace. The program specifically addresses the industry need for top-class PPC and advertising specialists. It covers key principles by assessing the impact of digital technology on business and marketing functions, integrating social media tools into marketing communications strategies, and effectively utilizing technology and analytical capacity to develop an online global presence.

Outline:

Semester 1:

• Digital Marketing Strategy: This module explores the strategic planning and implementation of digital marketing campaigns, covering topics such as target audience identification, market research, and campaign evaluation.
• Managing Search Marketing: This module focuses on the practical aspects of search engine optimization (SEO) and pay-per-click (PPC) advertising, including keyword research, campaign management, and performance analysis.
• Research Methods: This module introduces students to research methodologies relevant to digital marketing, including data collection, analysis, and reporting.

Semester 2:

• Social Media Marketing and Digital Advertising: This module explores the use of social media platforms for marketing purposes, covering topics such as content creation, community management, and social media advertising.
• Digital Consultancy Project (Elective): This module provides students with the opportunity to apply their digital marketing skills in a real-world setting.
Students work with a live industry partner requiring digital marketing assistance, conducting an in-depth analysis of the organization's digital marketing presence and designing, testing, and executing client-approved digital marketing solutions.
• Research Project: This module involves the completion of a 20,000-word research project, which includes a literature review, methodology, and final thesis.
Students develop relevant skills through complementary modules in Research Methods and Personal & Professional Development.

Assessment:

The program utilizes a variety of assessment methods, including:

• Assignments: Students complete assignments throughout the program to demonstrate their understanding of course concepts and their ability to apply them in practical settings.
• Exams: Some modules may include exams to assess students' knowledge and understanding of key concepts.
• Presentations: Students may be required to present their work to their peers and faculty, demonstrating their communication and presentation skills.
• Digital Consultancy Project: The Digital Consultancy Project involves a comprehensive assessment of the student's ability to apply their digital marketing skills in a real-world setting.
• Research Project: The Research Project is assessed based on the quality of the research, the methodology employed, and the clarity and coherence of the final thesis.

Teaching:

The program utilizes a variety of teaching methods, including:

• Lectures: Lectures provide students with a foundational understanding of key concepts and theories.
• Workshops: Workshops provide students with hands-on experience in applying digital marketing tools and techniques.
• Case Studies: Case studies provide students with real-world examples of digital marketing strategies and their effectiveness.
• Guest Speakers: Guest speakers from industry provide students with insights into current trends and best practices in digital marketing.
• Digital Consultancy Project: The Digital Consultancy Project provides students with the opportunity to work with industry professionals and gain practical experience in applying their digital marketing skills.

Careers:

The program prepares graduates for a wide range of careers in the digital marketing field, including:

• Digital Marketing Executive
• E-commerce Operations
• Digital Support Executive
• Digital Marketing Specialist
• Marketing and Communication Officer
• Inbound Marketing Specialist
• Senior Digital Client Manager
• Affiliate Marketing Manager
The program also provides graduates with the foundation to pursue further studies in digital marketing or related fields.

Other:

The program emphasizes the importance of data analytics and the use of disruptive technologies in digital marketing. It also highlights the global nature of business in the 21st century and the need for graduates to be able to operate effectively in a globalized marketplace. The program offers students the opportunity to work with live industry partners through the Digital Consultancy Project, providing them with valuable real-world experience. The program is designed to meet the needs of industry by providing graduates with the skills and knowledge required to succeed in the rapidly evolving digital marketing landscape.