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Business School

MSc in Digital Marketing

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Course Type:
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Delivery Modes
1 year
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The University has launched a new student application portal. For applications to this programme see the Make an Application section below.

Click here for information on our next Live Webinar for this programme.

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.

John Thompson Scholarship

Established in 2008, the John Thompson scholarship was set up to honour the memory of John Thompson, one of the Ireland’s leading newspaper executives, and offers full fees for one student on the MSc in Digital Marketing. 

This scholarship aims to foster links between digital marketing and online journalism by encouraging graduates of business, journalism and more diverse educational backgrounds to study digital marketing integrated with an appreciation of media and online journalism. 

For more information and to apply see:


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. 

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 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

Click here to view information from our graduates & programme news

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.
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.


Jennifer Hyland, Digital Account Manager, Edelman

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. 

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


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
Agency Strategist
Brand Account Manager
Business Analyst
Data Analytics
Digital Account Executive
Digital Project Planner
Direct Marketing Executive


For admission to the M.Sc. in Digital Marketing candidates must hold:


• A 2.1 Honours degree in a Business discipline, or equivalent international qualification


• A 2.1 Honours degree in a relevant non-business discipline eg. Journalism, Communications, Media Studies, or equivalent international qualification


• Professional qualifications plus 5 years or more relevant professional experience in Marketing

• International candidates who are non-native speakers of English must satisfy the University of their competency in the English language. More information about English language requirements for DCU Business School can be found here.

Master of Science in Digital Marketing


Full time

EU Status Fee
€11,300 per annum
Non EU Fee
€17,600 per annum

Next Steps

To apply for this programme:

All applicants should apply here.  

Here's a quick step by step guide if you need help with your application.

• Provide Academic Transcripts for each and every year of study with English translation, if applicable. 

• Please upload one academic reference and one professional reference.  References that attest to the marketing capabilities of the applicant are preferential - see application form for details.

• If applicable, provide evidence of competence in the English language as per DCU entry requirements.  Please see link

Application Deadlines

Applications will be accepted on a rolling basis until the programme is full or until:

  • Closing date for non EU applicants is 1st July 2024.
  • Closing date for EU applicants is 31st July 2024.

Note applicants who require a study visa for the purposes of studying at DCU, are advised to apply as early as possible.

Application Queries

For EU applicant queries, please visit or email

For non EU applicant queries, please visit or email

Commencement of Programme

The programme commences in September 2024.