Course Overview

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The MSc. Digital Marketing programme at NUI Galway is uniquely designed as a specialist programme, which enables students to blend traditional marketing knowledge with the strategic, analytical and digital skills needed to enter the digital marketing workforce.

Open to business and non-business conversion graduates, students joining the programme originate from Ireland, Austria, Brazil, Canada, China, Germany, India, Iran, Malta, Morocco, Nigeria, Saudi Arabia, Taiwan, UK, USA.

The roles that students secure reflect the diverse needs of employers and the importance of students possessing transferable skills to meet these needs, these roles include:

Digital Content Creator

Social Media Strategist

Website Content & Listing Editor 

Search Engine Optimisation Analyst

Digital Marketing Manager

Campaign Operations Analyst

Marketing Partnership Manager

Digital Marketing Strategist

Data and Analytics Specialist

Digital Analyst

PPC & Paid Social Specialist

Account Executive

Digital Channel Executive

E-Commerce Executive

Founders of own companies

Keys

2018/2019 Class - Delphi Adventure Resort Team Building Day

At the start of the year, the MSc Marketing Programme students and the academic discipline go to Delphi Adventure Resort for a full day of team building activities.

0101 Delphi Team 2018

2019/2020 Class - Delphi Adventure Resort Team Building Day

0101 Delphi Team 2019-20

Key Facts

Entry Requirements

Normally a Second Class Honours undergraduate degree, 2.1, or a 2.1 in the Higher Diploma in Business Studies, is required (or equivalent international qualification). Applicants who hold a very high 2.2 and who have achieved a 2.1 average within a significant Marketing specialism in a business degree, may be considered.

The programme is open to graduates of all disciplines. Applicants from a Non-Business/Marketing degree background, applying as a conversion programme, are required to successfully complete an online Principles of Marketing test, as specified by the Marketing Discipline, prior to commencement of studies. 

IELTS score of 6.5 or equivalent, if applicable. 

 


Additional Requirements

Duration

1 year, full-time

Next start date

September 2021

A Level Grades ()

Average intake

75+ combined with other MSc (Marketing Programmes)

Closing Date

Please refer to the offer rounds/closing date webpage.

NFQ level

Mode of study

Taught

ECTS weighting

90

Award

CAO

Course code

1MDG1

Course Outline

The Programme will develop the students’ knowledge, skills and critical understanding of digital marketing to an advanced level. Given the relentless pace of change in Digital Marketing, students will be exposed to the latest cutting-edge ideas, strategies, techniques and digital marketing frameworks through the analysis of industry best practice.

Assessments include applied projects, reports, pitches, campaigns, audits, 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 week long Summer School (which takes place directly after semester 2 exams end in May) and an Applied Marketing Project.

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 MK5139: Social Media Marketing Theory


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

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (50%)
  • Continuous Assessment (50%)
Module Director
Lecturers / Tutors
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 MK5139: "Social Media Marketing Theory" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5143: Inbound Marketing & Content Creation


Semester 1 | Credits: 10

Inbound marketing is used by both global companies 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 & Flywheel and how it helps businesses attract, engage 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. Learn how to create remarkabe written or visual content that appeals to buyer personas.
  5. Develop a content strategy to promote engaging content to attract leads, educate prospects and create awareness for brands.
  6. 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

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
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 MK5143: "Inbound Marketing & Content Creation" and is valid from 2020 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 achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes
  1. Develop a comprehensive understanding of the nature and function of research theory and practice.
  2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
  3. Illustrate an in-depth knowledge of the tools ad techniques of research.
  4. Formulate a research report for a particular organisation.
  5. Access secondary sources of data and materials through the library databases.
  6. Complete qualitative and quantitative research.
  7. Present, verbally and in written form, their research.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
    ISBN: 9781292016627.
    Publisher: Prentice Hall
The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5137: Applied Marketing Project


12 months long | Credits: 25

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects as emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Summer School & (2) Applied Marketing Project. The Summer School will comprise of a week long course held after end of year exams in May, covering Executive Training & Skills for Marketing Professionals for the relevant MSc Marketing programmes. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes
  1. Develop an appropriate research approach to a specific marketing problem.
  2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
  3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
  4. Critically evaluate the implications of findings from strategic and implementation perspectives.
  5. Work collaboratively as an effective member of a marketing team to complete a task according to a pre-determined brief.
  6. Communicate ideas in a professional and succinct manner, both orally and in writing.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module MK5137: "Applied Marketing Project" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5133: Marketing Performance & Productivity


Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes
  1. Be able to measure the efficacy of the marketing activities within the organisation.
  2. Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
  3. Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
  4. Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
  5. Be able to create an outcome driven and strategically integrated marketing budget.
  6. Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
    Publisher: John Wiley & Sons.
  2. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
    Publisher: Pearson, New Jersey publishing as Prentice Hall
  3. "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
    Publisher: McGrath Hill
  4. "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
    Publisher: Kogan Page
  5. "Marketing and the Bottom Line" by Ambler, T.
    Publisher: Pearson Education Ltd.
The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2019 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

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
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 MK5144: Digital Metrics & Analytics


Semester 2 | Credits: 5

Digital Marketers need to be able to look at more than just impressions and clicks to drive better decisions and return on investment. Digital Marketers need to know what happens after a person clicks on an ad and understand what, if any, value that provides to a business. This module focuses on the digital metrics, KPIs and analytics used to measure and track the performance of marketing campaigns. The more insight that can be gained from metrics and analytics, alongside the generation and automation of reports to track trends in behaviour and sales, the more informed the decisions a company can make when allocating where, when and how much, or little, to invest in digital marketing spend.
(Language of instruction: English)

Learning Outcomes
  1. Understand the types of digital metrics and KPIs that can be measured.
  2. Learn about the types of tools available to evaluate digital marketing metrics.
  3. Understand the attribution models that can be used to credit marketing acquisition channels.
  4. Learn how effective metrics and actionable analytics can drive conversation strategies.
  5. Develop sophisticated KPI dashboards to extract value and insights for decision making.
  6. Measure progress, show value, and identify actionable steps to improve digital marketing performance through reporting.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (50%)
  • Continuous Assessment (50%)
Module Director
The above information outlines module MK5144: "Digital Metrics & Analytics" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5136: Digital Sales Management


Semester 2 | Credits: 5

Digital Sales Management examines why embracing the social web is vital and how managing selling activities changes in a digital environment. This module examines the key issues in digital sales management from both a theoretical and practical perspective. Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital campaigns. In digital sales, the selling function is carried out by many front of house services staff that need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert leads into sales. Digital Sales Management outlines the new strategies required to make the most of the digital sales opportunities that exist. It provides the practical advice, sales and marketing professionals need to harness technology for better selling.
(Language of instruction: English)

Learning Outcomes
  1. Explain how a sales concept reflects and aids the marketing goals of an organisation.
  2. Understand how traditional sales organisation structure is undergoing a significant revolution.
  3. Recognise the strategic role digital performs in selling.
  4. Evaluate the role of a developed customer strategy and how to create one.
  5. Ability to explain the stages of a sales and how to achieve results.
  6. Ability to identify ethical and legal considerations in sales.
  7. The capacity to identify and explain key methods for managing a sales team.
  8. Develop a practical and efficient sales presentation, encompassing the complete sales cycle.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Sales Force Management" by Johnson, Mark, W. & Greg, W.
  2. "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
    Publisher: Kogan Page
  3. "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
    Publisher: Que
  4. "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
  5. "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
    Publisher: Wiley
  6. "Fundamentals of Selling" by Futrell, Charles, M.
    Publisher: McGraw HIll International
The above information outlines module MK5136: "Digital Sales Management" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK566: Strategic Brand Management


Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes
  1. An understanding of the consumer based brand equity concept.
  2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. An insight into the contribution of marketing programmes to brand equity.
  4. A greater awareness of the relationship between marketing communications and brand building.
  5. An ability to recommend an appropriate research method to capture customer mindset.
  6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
  7. An insight into contemporary issues in branding theory.
  8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
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. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
    Publisher: Kogan Page
  5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
    Publisher: Oxford University Press
The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5130: Digital Marketing Strategy


Semester 2 | Credits: 10

The aim of this 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. By focusing on best practice, this practical and informative module will ensure students have the foundation to work in the digital marketing area and know who to develop their digital marketing skills.
(Language of instruction: English)

Learning Outcomes
  1. Learn how digital communications is an integral part of a customer's brand experience.
  2. Understand how the internet works and how websites are rendered.
  3. Learn how to measure the performance of a website.
  4. Maximise on page optimisation opportunities.
  5. Identify technical SEO issues that impede the website from ranking higher.
  6. Understand the fundamentals of planning, executing and measuring a Google AdWords campaign.
  7. Learn how to analyse the performance of a campaign.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Digital Branding: A Complete Step by Step Guide to Strategy, Tactics & Measurement" by Rowles, D.
    Publisher: Kogan Page Ltd.
  2. "Digital Marketing Strategy: An Integrated Approach to Online Marketing." by Kingsnorth, S.
    Publisher: Kogan Page Ltd.
The above information outlines module MK5130: "Digital Marketing Strategy" and is valid from 2019 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

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
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

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
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.

Why Choose This Course?

Career Opportunities

Graduates have found employment in companies such as Microsoft, LinkedIn, Google, Hubspot, AnswerLab, The Knot Worldwide, VHI Healthcare, Siren, ExOrdo, Carraig Donn and Wolfgang Digital.

Professional Development

The MSc. Digital Marketing programme strives to build the technical skills of students with a repertoire of globally recognised certifications, sought-after by potential employers. These certifications derive from the Hubspot and Google Analytics Academy. MSc Digital Marketing Students, under special arrangements with the Marketing Institute of Ireland (MII), sit the MII Qualifier Exam, enabling them to become full members of the Marketing Institute and use the letters MMII Grad after their name, as well as being listed in the Marketing Institute’s Register of Qualified Marketers.

Best Practice Module Delivery

The delivery of modules offered in the MSc Digital Marketing combines academic and industry excellence.  Marketing Analytics, is delivered by University of Akron and Incisive Analytics, USA.

Digital Summer School

The changing online landscape, new technologies and demand for content has resulted in incredible growth in Digital Marketing. To keep up with industry trends and new digital marketing knowledge and skills, the MSc Digital Marketing Programme includes a Web 3.0 Summer School and a Digital Marketing Simulation as part of the Applied Marketing Project.

Dr. Brendan Keegan, Digital Summer School Facilitator, 2019

“I was impressed by students who were well versed in a fantastic array of essential digital marketing skills. The student experience was bolstered by industry speakers and engagement with local businesses, but what sets this programme aside was the underpinning of marketing, psychology and media communications theory, which is not an easy feat”.

Strategic Partnerships

A number of strategic partnerships have been established to ensure curriculum design and delivery creates industry ready graduates, including:

  • Hubspot
  • SiteMinder
  • HSE
  • The Knot Worldwide
  • Spotlight Oral Care
  • Incisive Analytics, USA
Good Links with Relevant Industries and Recruiters

Graduates are well equipped to work in a diversity of sectors and industries, including profit, non-profit/charity and government initiatives such as Road Safety Authority and Safefood. 

Marketing Tag Cloud

Applied Projects

Each year, students have the opportunity to apply digital marketing skills to real life company challenges, for both commercial and not for profit enterprises, across industry sectors such as health care, health technology, tourism, finance, software, the environment and business services.

Averil Tyrell, Marketing Specialist, An Post Insurance

“The calibre of innovation and creativity in this Master’s Programme is excellent. Students produced digital campaign ideas for An Post Insurance that capture imaginations, drive engagement and help create a buzz around our brand and our products. The knowledge and skills these students possess is fantastic and this type of industry engagement by the MSc Digital Marketing Programme benefits all involved – the students, the programme and most definitely An Post Insurance”.

Safefood Ireland
Safefood Ireland continually seeks graduates from NUI Galway for their Research Fellowships.

Healthy Cities, HSE Initiative
Students have been working with Healthy Ireland on the National Physical Activity Plan, 2013-2025.

Fiona Donovan, Project Manager for National Healthy Cities and Counties, Health Promotion and Improvement, HSE

“It was a great opportunity for Healthy Galway City to work with the students. They had the opportunity to contribute to the discussion and implementation of national policy at the local level, a key skill required for our future leaders”.

Digital in Action Masterclass

Action-based learning with expert professionals in key marketing and digital fields.

J.E. Cairnes School of Business & Economics MSc Digital Marketing Merit Scholarship

NUI Galway is offering two merit Scholarships for the MSc’s in Marketing commencing September 2021; the MSc in Digital Marketing is eligible for this scholarship; one scholarship up to the value of 50% of the EU tuition fees and one scholarship up to the value of 50% of the non EU tuition fees.  For more information on the scholarship application process, please contact business@nuigalway.ie. Link to our Scholarships page.

Intercultural Awareness Training (ICOS)

In collaboration with ICOS, all students receive accredited training to increase intercultural awareness and competency.

Digital Marketing Masterclasses:
Marketing Masterclass with Google
Digital Marketing Masterclass with Google 
Inbound Marketing Masterclass with Hubspot

Inbound Marketing Masterclass with Hubspot

 John Campbell, Marketing Manager, SIREN Talk on SEO
0101 Digital Marketing Masterclass - John Campbell
Digital Sales Masterclass: John McArdle, Vice President of Worldwide Sales, Channel Mechanics 

Talk on Sales Pipeline Management

0101 John McArdle Masterclass Marketing

‌Digital Sales Management Industry Panel

Digital Sales Management Industry Panel

Who’s Suited to This Course

Learning Outcomes

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€10,000 p.a. 2021/22

Fees: Tuition

€9,776 p.a. 2021/22

Fees: Student levy

€224 p.a. 2021/22

Fees: Non EU

€17,400 p.a. 2021/22

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.

Note to Non EU students: Learn about the 24 month Stayback Visa here

Find out More

Programme Director:
Dr Patricia McHugh
E: Patricia.McHugh@nuigalway.ie

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

Quick Links


Recognized by National and International Experts

Siobhán

Siobhán McGinty |   International Customer Marketing Manager, HubSpot

The MSc. Digital Marketing is an excellent programme which combines both strategic and tactical modules taught by experts in their fields. This means that graduates are well-rounded marketers and with the highest standard of up-to-date knowledge of the latest digital trends and tactics
in Connect with Siobhán
Aoife

Aoife Kelly |   Digital Channel Manager, Aviva Ireland

It’s great to see a Master’s Programme focus on the development of essential technical skills from recognized digital leaders such as Google and Hubspot. These skills, on top of a Masters qualification, add significantly to the employability of the students
in Connect with Aoife
Conor

Conor Madden |   Sales Director, TitanHQ

Like any other Marketing medium, the people managing your Social Media campaigns need first and foremost to understand the fundamentals of Marketing. When you’re looking at social medial through those eyes, you’re in a much better position to use it as an effective Marketing tool. The NUIG Marketing Masters Programme delivers really well on this which is why we continue to recruit from their graduate pool.
Ciara

Ciara Shaughnessy |   Corporate Marketing Executive at VHI

The course is precisely structured to provide a perfect blend of constantly advancing theory, and rewarding practical digital projects for real businesses. This combined learning approach was next to none in terms of its quality and ability to prepare me for the working world.
in Connect with Ciara

Best College of Business Awards

Awin

Best College of Business 2019

Higher Education Awards 2019

Gradireland best business

Downloads

  • Postgraduate Taught Prospectus 2021

    Postgraduate Taught Prospectus 2021 PDF (11.3MB)

  • Business Undergraduate Programmes 2020

    Business Undergraduate Programmes 2020 PDF (4.5 MB)

  • Business Postgraduate Programmes 2021 - 2022

    Business Postgraduate Programmes 2021 - 2022 PDF (4.7 MB)

  • Marketing Flyer

    Marketing Flyer PDF (16MB)