Course Overview

The programme content is aimed at preparing graduates for marketing positions in business, particularly in the area of Digital Marketing.

Therefore the programme will assist students to:

  • become knowledgeable about a range of Marketing subjects to an advanced level;
  • understand how marketing objectives can be achieved through the use of digital technologies;
  • develop analytical, oral and written presentation skills;
  • acquire and be able to use accepted research methodologies;
  • demonstrate your Digital Marketing specialism to prospective employers via an industry based research dissertation.

Applications and Selections

Who Teaches this Course

  • Dr. Declan Fleming, PhD, MBS
  • Dr. Christine Domegan, PhD, MBS
  • Dr. Elaine Wallace, PhD, MBS
  • Dr. Ann Torres, PhD, MBA
  • Dr. Natasha Evers, PhD, MBS

Requirements and Assessment

Key Facts

Entry Requirements

The programme is open to recent graduates of all disciplines.  Normally the minimum entry requirements will be as follows:

A Second Class Honours, Grade 1 Bachelor of Commerce or equivalent business degree, with a significant specialisation in Marketing. Applicants who hold a high Second Class Honours, Grade 2, may be interviewed to ascertain their suitability for entry.

Applicants with a Bachelor of Commerce or equivalent business degree, without a specialisation in marketing, are expected to hold a Second Class Honours, Grade 1, or higher; a Second Class Honours, Grade 1, or higher in the Higher Diploma in Business Studies (Level 8).

Any other applicants, seeking a conversion programme, are expected to hold a Second Class Honours, Grade 1, or higher, may be interviewed to ascertain their suitability for entry and are required to successfully complete a Principles of Marketing course, as specified by the Discipline, prior to commencement of studies.

 


Additional Requirements

Duration

1 year, full-time

Next start date

September 2018

A Level Grades ()

Average intake

25-30

Closing Date

Please refer to the offer rounds/closing date webpage.

Next start date

September 2018

NFQ level

Mode of study

Taught

ECTS weighting

90

Award

CAO

PAC code

GYC39

Course Outline

Lectures will commence in the first week of September, with assessments/written examinations during/at the end of each Semester. The programme consists of lectures, projects, case studies and presentations in the required subjects.
A range of assessment methods are used, including essays, projects, reports, presentations, case studies and/or written examinations.

To be eligible for the award of Masters, candidates must successfully complete modules to a total of 90 ECTS. Students are required to take 12 obligatory subjects and complete a minor dissertation.

Programme Content
Semester 1 Obligatory Subjects:

Digital Marketing
Advanced Topics in Digital Marketing Practice
Research Methods
Marketing Innovation & Commercialisation
Services Marketing
Marketing Performance & Productivity

Semester 2 Obligatory Subjects:

Digital Marketing Strategy
Marketing Analytics
Social Marketing & Sustainability
Brand Management
Cases in Marketing Management & Strategy

Dissertation:

Students complete a minor research dissertation under the supervision of staff members. This dissertation will account for 25 ECTS and must be completed by a date in summer specified by the Marketing Discipline.

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

Credits
You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
Module
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Optional
A module you may choose to study.
Required
A module that you must study if you choose this course (or subject).
Semester
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK5112: Dissertation


12 months long | Credits: 25

Students complete a minor dissertation under the supervision of staff members. This dissertation must be completed in predefined area(s) within the MSc Marketing postgraduate taught programmes, by a date in the summer specified by the Discipline of Marketing. In some instances, the dissertation may incorporate a work placement or report.
(Language of instruction: English)

Learning Outcomes
  1. Conduct research and demonstrate that the students have developed intellectual insight into the topic as well as an understanding of the relevant theories.
  2. Identify and make decisions around a research gap, relevant research questions/hypothesis and appropriate research design.
  3. Complete a critical literature review.
  4. Engage with qualitative and/or quantitative research methods.
  5. Undertake field work, managing for access ethical issues and practicalities associated with data collection.
  6. Implement appropriate data analysis strategies.
  7. Organise, write and present a research dissertation with appropriate referencing.
Assessments
  • Research (100%)
Teachers
The above information outlines module MK5112: "Dissertation" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MK5101: Digital Marketing


Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes
  1. Illustrate how digital marketing integrates with organisational aims.
  2. Recognise how digital marketing impacts organisations.
  3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
  4. Formulate a digital marketing plan for a particular organisation.
Assessments
  • Written Assessment (50%)
  • Continuous Assessment (50%)
Teachers
Reading List
  1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
    ISBN: 9780415533379.
    Publisher: Routledge
  2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
    Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
  3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
    Publisher: Cengage Learning
  4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
    Publisher: Routledge
  5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
    Publisher: Kogan Page
  6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
    Publisher: Cengage Learning
  7. "Take Your iPad to Work" by Proffitt, B.
    Publisher: Cengage Learning
  8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
  9. "E-Business" by Schneider, G.P.
    Publisher: Course Technology, Cengage Learning; Kogan Page
  10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan
The above information outlines module MK5101: "Digital Marketing" and is valid from 2015 onwards.
Note: Module offerings and details may be subject to change.

Required MK563: Research Methods


Semester 1 | Credits: 5

The aim of this module is to explore the issues related to the design, methodological and implementation issues in business research. This module explores the process of conducting research from the initial stages of thinking about research questions to designing a project, choosing particular methodologies and methods and analysing the data that you collect. Reflection is encouraged with respect to the key issues researchers face, including ethical practice. The best way to learn about research is through designing and conducting research.
(Language of instruction: English)

Learning Outcomes
  1. Outline the role and function of business research.
  2. Illustrate the business research process.
  3. Possess the ability to carry out and evaluate the design of business research.
  4. Ability to discuss the tools and techniques of business research.
  5. Be able to explain which research approaches are appropriate in a set of circumstances.
  6. The ability to conduct and write up a literature review.
  7. The ability to undertake a systematic analysis of quantitative and qualitative information and present the results in a clear and consistent format.
  8. Identify and formulate a research question, and develop an appropriate research design to answer the question.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
Reading List
  1. "Research Methods for Business Students" by Mark Saunders,Philip Lewis,Adrian Thornhill
    ISBN: 9780273750758.
    Publisher: Financial Times/Prentice Hall
  2. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    ISBN: 1397811372723.
    Publisher: Palgrave Macmillan
  3. "How to Write a Thesis" by Murray, Rowena
    Publisher: Open University
  4. "The Elements of Style" by Strunk Jr., W. & White, E.B.
    Publisher: Allyn & Bacon
The above information outlines module MK563: "Research Methods" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5115: Marketing Innovation & Commercialisation


Semester 1 | Credits: 5

This course focuses on the development of successful marketing programs for the commercialisation of innovation in organisations. It examines the processes of the technology innovation life-cycle with particular focus on diffusion of innovation theories, new product concept testing, prototype development and market validation for incremental and radical innovation. It further addresses the marketing strategies and commercialisation routes for the market exploitation of innovative products and services for consumer and organisational markets. In particular, the course examines marketing of innovation and commercialisation paths in Small and Medium Enterprise (SMEs).
(Language of instruction: English)

Learning Outcomes
  1. A comprehensive understanding of the importance of innovation and its relationship with Marketing and New Enterprise.
  2. An understanding of intellectual Property and Commercialisation of Innovation.
  3. Appreciate the importance of Market Validation, Concept Testing and Market Research for bringing innovation to the marketplace.
  4. Gain solid understanding of developing a marketing strategy for innovation products and services for B2C and B2B.
  5. Recognise and understand the relationship between Marketing, Innovation and Business Modelling for Value Creation.
  6. Appreciate the role of Team management and the Innovation process insights into internationalisation of Innovation.
Assessments
  • Written Assessment (50%)
  • Continuous Assessment (50%)
Teachers
Reading List
  1. "Technology Entrepreneurship - Bringing Innovation to the Marketplace" by Evers, N., Cunningham, J. and T. Hoholm
    ISBN: 9781137020109.
    Publisher: Palgrave Macmillian
    Chapters: all
  2. "Innovation Management and New Product Development" by Paul Trott
    ISBN: 9780273736561.
    Publisher: Prentice Hall
The above information outlines module MK5115: "Marketing Innovation & Commercialisation" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5117: Services Marketing


Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes
  1. A comprehensive understanding of services marketing theory.
  2. Further understanding of the Gaps model as a conceptual framework.
  3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
  4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
  5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
Reading List
  1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
    ISBN: 978077107956.
    Publisher: McGraw Hill
  2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
    ISBN: 9780618641802.
    Publisher: Houghton Mifflin
  3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
    ISBN: 0750659807.
    Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.
The above information outlines module MK5117: "Services Marketing" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5109: Marketing Performance & Productivity


Semester 1 | Credits: 10

This module aims to develop students skills, as a professional marketer, in analysing a range of marketing performance and productivity decisions which are central to the success of the Marketing function within any organisation.
(Language of instruction: English)

Learning Outcomes
  1. Understand the principles and concepts underlying Marketing performance.
  2. Be more analytical in planning, executing and evaluating Marketing plans.
  3. Appreciate the role of Marketing costs, budgeting and return on Marketing investment.
  4. Appreciating the relationship between Marketing performance and business outcomes.
  5. Drive business expansion through customer profitability and lifetime value.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK5109: "Marketing Performance & Productivity" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5130: Digital Marketing Strategy


Semester 2 | Credits: 10

This module equips students with sufficient knowledge and understanding of digital marketing channels and tools to effectively formulate successful Digital Marketing & Sales Strategies to drive brand awareness, generate sales leads and nurture relationships online. They will learn how to work with digital marketing agencies in the delivery of these strategies, along with learning how to monitor and analyse digital marketing metrics to assess the return on investment of campaigns and strategies.
(Language of instruction: English)

Learning Outcomes
  1. Understand the breadth of digital marketing and its relevance to both B2C and B2B marketing in building brand awareness, generating leads, and nurturing leads and relationships online.
  2. Understand the best practices in user and search engine friendly web and mobile design and explore how to acquire quality visitor traffic through Search Engine Optimisation.
  3. Plan, formulate, execute, optimise and evaluate a search engine advertising campaign.
  4. Interpret visitor behaviour through Data Analytics packages to make informed decisions on design, navigation and visitor acquisition channels.
  5. Conceptualise a social media and content marketing strategy that is measurable and effective.
  6. Drive successful email marketing campaigns, and be able to track, monitor and assess their effectiveness.
  7. Identify the key considerations of developing brand mobile assets such as apps and websites and appreciate the unique characteristics of mobile and its uses in digital marketing.
  8. Identify the suitability and application of performance marketing as a digital promotional channel.
  9. Competently allocate budgets, choose target markets and select appropriate digital advertising media (PPC) to achieve strategic marketing objectives.
  10. Develop holistic digital marketing strategies that are in sync with offline marketing, to optimise brand awareness, sales and ROI online.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK5130: "Digital Marketing Strategy" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MK5129: Inbound Marketing


Semester 2 | Credits: 5

Inbound marketing is used by both global companies (e.g. Starbucks, Taco Bell, American Express, Microsoft, IBM, Tesco, etc.) and small businesses alike as a means of engaging their target audience, driving quality lead growth and ultimately their bottom line. Hubspot, the acknowledged global leader in Inbound Marketing, promotes a simple but powerful model based around four primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and promoters. Included in this methodology are the tools and technology that companies typically use to accomplish these goals.
(Language of instruction: English)

Learning Outcomes
  1. Understand the Inbound Methodology and how it helps businesses attract, convert, close and delight customers.
  2. Understand the importance of buyer personas in relation to a company's marketing efforts, and how to leverage them as part of an inbound marketing strategy.
  3. Learn how to naturally attract inbound traffic that they can then convert, close and delight over time.
  4. Be able to develop a sophisticated strategy to grow business leads and ultimately sales, through the integration of marketing and sales tactics using up-to-the minute online technology and automation.
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Inbound Mrketing, Revised and Updated: Attract, Engage and Delight Cusotmers Online" by Brian Halligan, Dharmesh Shah.
    Publisher: Wiley
The above information outlines module MK5129: "Inbound Marketing" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MK5104: Marketing Analytics


Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes
  1. Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
  2. Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
  3. Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
  4. As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
  5. Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
  6. Be able to create meaningful reports and presentations.
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
    Publisher: Wiley & Sons
The above information outlines module MK5104: "Marketing Analytics" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5118: Social Marketing & Sustainability


Semester 2 | Credits: 5

Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)

Learning Outcomes
  1. Explain the role of Social Marketing for behaviour and social change.
  2. Critically differentiate between Social Marketing and other forms of marketing.
  3. Critically discuss the conceptual and methodological issues that underlie Social Marketing.
  4. Detail the more commonly used change theories in Social Marketing.
  5. Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
  6. Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
  7. Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
  8. Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
The above information outlines module MK5118: "Social Marketing & Sustainability" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5110: Brand Management


Semester 2 | Credits: 5

Branding is a core aspect of marketing planning. This course will explore the concept of branding, through critical examination of the techniques used to build and maintain strong brands. The course will address the creation of brand equity, the strategic options for brand building, and the tools for sustaining brands over time, from an academic and practitioner perspective.
(Language of instruction: English)

Learning Outcomes
  1. Understand the consumer based brand equity concept.
  2. Understand brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. Have an insight into the contribution of marketing programmes to brand equity.
  4. Have a greater awareness of the relationship between marketing communications and brand building.
  5. Have an ability to recommend an appropriate research method to capture customer mindset.
  6. Have an insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
Reading List
  1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
  2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
    Publisher: Butterworth Heinemann
  3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier & Breazeale & Melewar
    Publisher: Routledge
  4. "The New Strategic Brand Management: Advanced Insights & Strategic Thinking" by Kapferer
    Publisher: Kogan Page
The above information outlines module MK5110: "Brand Management" and is valid from 2015 onwards.
Note: Module offerings and details may be subject to change.

Required MK5113: Cases in Marketing Management & Strategy


Semester 2 | Credits: 5

Decision making in marketing is primarily a skill, and like all skills it is best learned through practice. The course will discuss how companies become market driven and guide their strategies based on a shared understanding of markets and competition. Each case will offer a challenging marketplace situation for learning and applying marketing strategy concepts through class discussion and case analysis of selected Irish, European and U.S. companies. Case presentations will also be required.
(Language of instruction: English)

Learning Outcomes
  1. An understanding of the complexities of key environmental issues facing firms.
  2. An appreciation of the nature of strategy.
  3. An ability to analyse marketing operations and threats.
  4. The capability to understand strategic concepts and theories.
  5. The capability to develop and critically evaluate marketing strategies context.
  6. An appreciation of the integration and the interdependence of the domestic and foreign markets in developing global strategies.
  7. The ability to translate corporate objectives to marketing goals, make strategic and tactical choice of markets, development of a marketing programme and the implementation of marketing activities.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
The above information outlines module MK5113: "Cases in Marketing Management & Strategy" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5106: Digital Marketing Strategy and Management


Semester 2 | Credits: 10

It took the telephone 75 years to reach 50 million users, the game Angry Birds reached that milestone in 35 days. ‘The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. No longer, the preserve of tech-savvy early adopters; digital technologies today are seamlessly integrated by ordinary people into their everyday lives’ (Ryan, 2014). By focusing on best practice, this practical and informative module will ensure you have the foundation to work in the digital marketing area and know how to further develop your digital marketing skills. The aim of this ten credit module is to provide students with the knowledge and skill-set to conceptualise and deliver a creative digital marketing campaign which can be integrated into an overall marketing strategy.
(Language of instruction: English)

Learning Outcomes
  1. Website Fundamentals: Learn how the internet works, and how websites are rendered, registered, hosted, developed, maintained and measured across all devices.
  2. Search Engine Optimisation: Ascertain the business conversion search queries for a website, while maximising on page optimisation opportunities and identifying technical SEO issues that impede the website from ranking higher.
  3. Paid Search Engine Advertising: Execute the fundamentals of planning, executing and measuring a Google Adwords campaign.
  4. Digital Marketing Campaign Integration: From value proposition development to attribution modelling, remember the creative process is still vitally important!
  5. Tech Stack & Certification: Build your digital marketing technical skills and your repertoire of globally recognised certifications for digital marketing.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK5106: "Digital Marketing Strategy and Management" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Why Choose This Course?

Career Opportunities

Graduates have found employment in such companies as GlaxoSmithKline, Kerry Group, Vodafone, Microsoft, SAP, Tourism Ireland, Smyths Toys, and LinkedIn.

Education in Ireland Blog: 

Emily Mannix is our US and NUI Galway Ambassador. Read her blog here on her experiences studying marketing at NUI Galway. 

Who’s Suited to This Course

Learning Outcomes

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€7,000 p.a. 2018/19

Fees: Tuition

€6,776 p.a. 2018/19

Fees: Student levy

€224 p.a. 2018/19

Fees: Non EU

€14,250 p.a. 2018/19

Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €2,000 towards your tuition.  You will be liable for the remainder of the total fee.  An F5 grant is where SUSI will pay TUITION up to a maximum of €6,270.  SUSI will not cover the student levy of €224.

Postgraduate fee breakdown = tuition (EU or NON EU) + student levy as outlined above.

Find out More

Programme Director:
Dr. Declan Fleming
T +353 91 492 741
mscmarketing@nuigalway.ie

Programme Administrator:
Mary Greaney,
T +353 91 492 546
E mscmarketing@nuigalway.ie


Meet our Students

Darren

Darren McGivney |   Current Student

What I enjoyed most about the MSc (Digital Marketing) was the assessment was very hands on and applied, and I was working with lots of local companies in Galway and I felt I was really applying the knowledge I was learning.

Postgraduate videos

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