The National University of Ireland, Maynooth
MSc in Digital Marketing
Maynooth, Ireland
MSc
DURATION
1 year
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
Sep 2026
TUITION FEES
EUR 18,000
STUDY FORMAT
On-Campus
Key Summary
About: The MSc in Digital Marketing at Maynooth University combines research and industry practice. It builds critical and analytical skills through modules on digital strategy, content creation, campaign development, data analysis and customer journey mapping. You'll learn to use analytics and digital tools to make tactical and strategic decisions and to integrate online, offline and omnichannel messaging.
Career Outcomes: Graduates can work across organizations and sectors in roles such as marketing manager, digital marketing specialist, marketing analyst, social media manager. The degree supports careers in campaign planning, content strategy, analytics, customer experience and omnichannel marketing in B2C, B2B and government.
The MSc Digital Marketing is strongly connected to industry and what is happening in marketing today. The programme develops the critical and analytical capabilities of participants through a series of modules that engages them with not only the latest research but also key insights from the practice of digital marketing. The programme aims to provide participants with knowledge and experience of both tactical and strategic use of digital marketing. Participants will learn how to analyse complex data for informed decision-making and develop practical skills in content creation, campaign development and data analysis using a range of techniques and digital products. The use of digital, while important, is only part of the arsenal of tools and techniques available to a marketer and this programme will ensure that the participant can apply the appropriate digital messaging in conjunction with traditional marketing messaging.
Defining digital marketing is challenging. It is more than just putting an ad on Facebook or hiring an Instagram influencer or even creating a viral TikTok. Digital Marketing is now embedded in all the ways that customers interact with a business and therefore it integrates online, offline and omnichannel experiences and empowers organisations with a data-driven approach to identify and manage customers' journeys. Learning how to manage this complex world and understand the insights that analysing the large volume of data it generates is key to understanding digital marketing.
This specialist masters programme develops a high level of technical competence in digital marketing through consideration of how digital marketing is both changing the practice of marketing and integrating into contemporary marketing thought. We have two semesters of taught modules, during which each module is taught over four days. These four days will be time-tabled three to four weeks apart so that learning can occur between the individual teaching days and permits for reflection on content and the completion of projects and tasks.
The programme will generally be delivered through lectures, presentations and intensive workshops. Modules have been chosen to build technical expertise in digital marketing but also to develop you as a digital marketer. A key innovation is the concept of Marketing Live, which gives you the opportunity to put your digital marketing knowledge into practice with a live client on a real marketing problem.
At its essence digital marketing is still marketing. Marketing requires that marketers understand customer needs and wants and ultimately marketing needs to work across the entire organisation to mobilise efforts to present the company and its products and services to current and potential customers. This applies across all organisations of all sizes in all sectors. While digital marketing has a strong place in the world of the consumer, usage is growing in the business-to-business environment and there is significant adoption by government and governmental organisations. This opens a wide variety of careers for graduates of a Digital Marketing degree
Graduates can expect to work in such roles as marketing manager, digital marketing specialist, marketing analyst, social media manager and many more.