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.