Dublin City University

MSc in Digital Marketing

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. You will have the opportunity to gain real-world experience by putting these skills to the test in an end-of-year practicum project which involves being paired up with a client, and looking after their digital marketing for 6 months. DCU Business School has deep-rooted connections with industry, which ensures relevant and up-to-date content within our curriculum.

Why Do This Course?

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 provide 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 equip 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 to 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 allow students 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.

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, and Video Advertising Certifications
• Develop websites using industry-recognised content management systems