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
Candidates should have a minimum 2.2 grade honours (level 8) degree in a business discipline.
Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline who can demonstrate significant experience in digital marketing will also be considered.
In exceptional circumstances consideration will be given to candidates who do not hold a primary degree, but who do have at least 10 years relevant work experience at least 3 of which must be in a management position in digital marketing. This is done through the Maynooth University Procedure for Non-Standard Entrants and Recognition of Prior Experiential Learning.
International applicants must have a recognised primary degree in Business which is considered equivalent to Irish university primary degree (Level 8) at 2.2. Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline
who can demonstrate significant experience in digital marketing will also be considered.
Applicants must have a recognised primary degree which is considered equivalent to Irish university primary degree level.
Minimum English language requirements: please visit Maynooth University International Office website for information about English language tests accepted and required scores. The requirements specified are applicable for both EU and non- EU applicants.
National University of Ireland Maynooth’s TOEFL code is 8850
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. Modules are delivered over two years (four semesters: September-January & February-May) with the Business Research Project conducted between May and August of the second year. The programme will generally be delivered through lectures, presentations, and intensive workshops, generally in blocks of one full days every two weeks, followed by less structured supervision contact over the final year for those taking the Project option, which typically is where you can add value to your own organisation. 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.