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DCU Business School

MSc in Digital Marketing

Master of Science in Digital Marketing

  • PAC CodeDC516 Full Time / DC517 Part Time
  • Course Type Postgraduate
  • NFQ Level 9
  • Delivery Modes Full-Time, Part-Time
  • Duration 1 Year Full Time / 2 Years Part Time

Marketing has been dominated in recent years by a shift to digital. Social media, mobile technologies, big data and data analytics, cloud computing and the Internet of Things are changing the way marketing is designed and executed.

The MSc in Digital Marketing is designed to help participants understand how digital technologies can be exploited to optimise buyer awareness, sentiment and intention. 

Graduates from the MSc in Digital Marketing will have highly-developed competencies in data-driven decision-making and communicating for marketing using social media, online advertising, and other digital and mobile technologies.

Why do this course?

  • Designed and continually updated in conjunction with both leading industry and academic experts.
  • 100% continuous assessment including 5-8 live client applied projects
  • High employment rates in leading companies
  • Choose between a dissertation or an applied research project for a live client.
  • DCU Business School, accredited by AACSB, has an established international reputation for high quality graduates.

Student Voice

The lecturers were engaging and the content rich and informative. I would recommend this programme to anyone that is looking to work in the digital and social space. 

Jennifer Hyland, Digital Account Manager, Edelman

Graduate View

I cannot recommend the MSc in Digital Marketing highly enough. If not for this course, I am confident I would not be where I am today. From the diversity and depth of the modules, to the industry-leading guest lecturers, the course is meticulously structured to provide a perfect blend of constantly evolving theory, and rewarding practical work for real businesses, which has the added benefit of growing your network before even finishing the course. In my opinion, it is next to none in terms of its quality and ability to ready you for the working world.

Eoin Mulhall, Brand Specialist & Data Analyst, Google


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. Part-time students (DC517) will take three modules in Year 1, Wednesdays 1400 - 1800 and Thursdays 1600-1800. In Year 2, part-time students complete a further three modules and an applied research project or dissertation. 

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
View the current course structure →


Dublin City University has forged a reputation as Ireland's University of Enterprise, through its strong, active links with academic, research and industry partners both at home and overseas.

Our solid industry relationships have allowed us to instil an enterprising culture into our postgraduate courses which has resulted in DCU Business School’s reputation as being Ireland’s most innovative business school. The quality of our teaching, small class sizes and high levels of industry engagement make us stand out.

We provide a unique learning environment where students are encouraged to develop their creativity and skills as innovators.

As well as being recognised by AACSB, the oldest and most prestigious global accrediting body for business schools, DCU Business School is also ranked in the top 90 European Business Schools by the influential Financial Times Ranking.

DCU graduates are highly sought after in the job market, with many going on to pursue leadership and management roles in organisations both at home and abroad.



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, and Social Media Manager. Your knowledge of the business management environment and the ability to be able to think strategically and analytically coupled with your powerful digital marketing background and exposure to new methods and technologies makes you highly demanded by employers.

Graduates from the MSc in Digital Marketing Programmes are employed in a variety of senior marketing roles in all sectors including Facebook, Google, Microsoft, Yahoo!, Edelman, Accenture, Dell, An Bord Bia, Core Media, Starcom, Oracle, Trivago, Adroll and many more.

Our students also often compete in national and international marketing competitions. The success of our students at this level is a testament to the quality of learning and rich teaching that sits at the core of the DCU student learning experience. 

  • Class of 2015 - European Digital Communication - ‘Best Master’s Thesis’ / Platinum MarCom (Marketing & Communication) Award 2016
  • Class of 2016 - An Post Marketing Student of the Year
  • Class of 2017  - 2017 Marketing Edge Collegiate Echo Winners
  • Advertising
  • Agency Strategist
  • Brand Account Manager
  • Business Analyst
  • Communications
  • Data Analytics
  • Digital Account Executive
  • Digital Project Planner
  • Direct Marketing Executive
  • Marketing

In these areas


General Entry Requirements

Candidates should hold an Honours degree (2.1) in a Business discipline, or equivalent international qualification. If you have achieved a 2.2 Honours degree in a Business discipline, you may still obtain a place. This will depend on availability of places. You may be invited for interview. Candidates who have not received their degree results by the application closing date may receive conditional offers. Given the applied nature of the programme, consideration will be given in a small number of cases to exceptional applicants who do not meet normal entry criteria.

How to Apply and Closing Dates

Make an Application

All applicants must submit;

  • Certified academic transcripts for all years of study at college or university in original language*
  • Certified copy of parchment / degree certificate*
  • Personal statement

* Where an applicant is in their final year of their undergraduate degree, please submit certified transcripts for all years completed to date.

International Applications

In addition to the above, non-native English speakers must also submit certified English translations of their academic transcripts and parchment / degree certificate

International candidates are expected to have educational qualifications of a standard equivalent to those outlined above. In addition, where such candidates are non-native speakers of the English language they must submit evidence of English competency that meets DCU Business School entry requirements. For further information, click here.

EU Applicants

Apply online through the Postgraduate Applications Centre ( by 21st September 2018 for the September 2018 intake. Please enter DC516 for the Full Time programme and DC517 for the part time programme.

Non-EU Applicants

Apply online through the Postgraduate Applications Centre ( by 10th July 2018 for the September 2018 intake and enter DC516 for the Full Time programme. Non-EU nationals who require a study visa are ineligible for part-time programmes as study visas are only granted for full-time programmes.