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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, mobile and social media, hyper-targeting and feedback of real-time metrics and data leading the way over traditional marketing where interaction information is not as forthcoming.

The MSc in Digital Marketing is designed to help participants understand how digital technologies are changing consumer behavior and equip them with the knowledge to engage with consumers using digital channels.  

Graduates from this programme will have highly-developed competencies in communicating and marketing using social media, analytics and other digital and mobile technologies. 

Why do this course?

  • Designed and continually updated in conjunction with both leading industry and academic experts.
  • Lectures are delivered by experienced international and Irish experts from industry and practice.
  • DCU Business School, accredited by AACSB, has an established international reputation for high quality graduates.
  • This programme is ranked in the World's Top 30 Master's in Marketing by Eduniversal
  • Choose between a dissertation or an applied research project for a live client.

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


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. 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.

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

The quality of our teaching, our small class sizes, our high levels of industry engagement make us stand out, and have been recognized by AACSB, the oldest and most prestigious global accrediting body for business schools.

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


Digital marketing changes rapidly and is experiencing phenomenal growth. Graduates from the MSc in Digital Marketing Programmes are employed in a variety of senior marketing roles in all sectors including Google, Edelman, Accenture, Dell, An Bord Bia, Paddy Power, Bank of Ireland, Novartis and others. 

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


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 (http://www.pac.ie/dcu) by 31st July 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 (www.pac.ie/dcu) by 10th July 2017 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.