Course Overview

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The MSc Digital Marketing programme at NUI Galway is 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, India, China, USA, Canada, Nigeria, Saudi Arabia, Madagascar, Greece, Brazil, Malta, Austria, Iran and Germany. 

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:

  • Social Media Strategist
  • Digital Channel Executive
  • Digital Analyst
  • PPC & Paid Social Specialist
  • Digital Marketing Executive
  • Blogger
  • Corporate Marketing Executive
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. ‌


Applications and Selections

You can apply from the following link:

Course Code:
MSc Digital Marketing Programme:                                     1MDG1

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
  • Dr. Patricia McHugh, PhD., MBS, B.Comm.
  • Dr. Gabriela Gliga, PhD., MBS.

Requirements and Assessment

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.  This online Principles of Marketing test consists of studying a perscribed textbook and completing a series of Multiple Choice Questions based on each chapter of the textbook.  There is no cost for this test except for the cost of purchasing the textbook.

IELTS score of 6.5 or equivalent, if applicable. 


Additional Requirements


1 year, full-time

Next start date

September 2020

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


ECTS weighting




Course code


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 week long Summer School (which takes place directly after semester 2 exams end in May) and an Applied Marketing Project.

Programme Content
Semester 1 Obligatory Subjects:

Social Media Marketing Theory                                            

Inbound Marketing & Content Creation (online)                

Research Methods                                                                 

Services Marketing                                                                

Marketing Performance & Productivity (online)        

Semester 2 Obligatory Subjects:

Digital Marketing Strategy (online)                                     

Digital Metrics & Analytics                                                  

Digital Sales Management                                                     

Social Marketing & Sustainability                                         

Strategic Brand Management                                                

Marketing Analytics (online)                                                 

Summer School & Applied Project 

Summer School & Applied Project

Digital Summer School (1 week) "Web 3.0" with Dr. Brendan Keegan from the Manchester Metropolitan University. Dr. Keegan has extensive links with the UK’s leading digital agencies

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

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.
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.
A module you may choose to study.
A module that you must study if you choose this course (or subject).
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

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.
  • 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.
  • 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 MK5136: Digital Sales Management

Semester 1 | 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.
  • 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 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.
  • 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 MK5134: Marketing Innovation & Entrepreneurship

Semester 1 | Credits: 5

This module focuses on the development of successful marketing programmes for the commercialisation of new technology in new ventures and entrepreneurial growing firms. It examines the processes of new venture creation and the role of the entrepreneur in the innovation process. It outlines the tools for market opportunity validation and business concept testing for innovative products and services. It addresses the formulation of marketing strategies for the commercial exploitation of innovative products and services. In particular, the course examines marketing of innovation and commercialisation paths in start-ups and Small and Medium Enterprises (SMEs).
(Language of instruction: English)

Learning Outcomes
  1. Acquire a clear understanding of the importance of innovation and its relationship with Marketing and New Enterprise.
  2. Appreciate the concept of Entrepreneurship and processes of new venture creation and opportunity identification.
  3. Understand fully the concept, sources, types and life-cycle of Innovation and implications for marketing high technology products.
  4. Critically analyse the stages involved in discovering, evaluating and developing opportunities for venture creation.
  5. Assess the importance of Market Validation, Concept Testing and Market Eco-systems.
  6. Gain solid understanding of developing a Value Proposition and marketing strategy for innovation products and services in entrepreneurial ventures.
  7. Recognise and understand the relationship between Marketing Innovation and Business Modelling for Value Creation in new and growing firms.
  8. Be cognisant of Intellectual Property and Commercialisation of Innovation.
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Technology Entrepreneurship - Bringing Innovation to the Marketplace" by Evers, N., Cunningham, J. & Hoholm
    Publisher: Palgrave-McMillan.
  2. "Marketing of High Technology Products & Innovations" by Mohr, J., Sengupta, S. & Slater, S.
    Publisher: Pearson
The above information outlines module MK5134: "Marketing Innovation & Entrepreneurship" and is valid from 2019 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.
  • 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 MK5101: "Digital Marketing" and is valid from 2015 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.
  • 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 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.
  • 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.
  • 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 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.
  • 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 MK5129: "Inbound Marketing" 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.
  • 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.
  • 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.

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

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.

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.

One third of modules are delivered fully online, which allows students added flexibility in how they interact and learn, preparing them for the increasing number of remote working opportunities arising in industries.

Digital Summer School

To harness the power of Web 2.0 in the future careers of students, a digital summer school takes place in partnership with the Manchester Metropolitan University. The focus includes chatbots, data visualisation, gamification, rich user marketing, conversion rate optimisation, content marketing, big data and Web 2.0 applications in marketing.

Strategic Partnerships

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

  • Lorna Ruane, Big Spaceship, USA;
  • Aoife Kelly, Aviva Ireland;
  • Una Casey, AnswerLab, USA;
  • Fiona Donovan, HSE, Ireland.
  • Siobhan McGinty, HubSpot.
  • AnneMarie Scarisbrick-Hauser, Incisive Analytics, USA.
  • Pauline Murnin, Insights Manager with Ervia, Ireland;
  • Pauric Lenehan, Head of Digital Transformation with Post Insurance, Ireland;
  • David Wilson, VP of Digital Performance and Analytics, Ipswitch, 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

Company Start-Ups
Ten start-up companies across the nutrition, med-tech, agricultural and automotive industry sectors give students the opportunity to apply digital marketing skills to real life company challenges.

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. 

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

Baboró International Arts Festival for Children
Using their digital marketing skills, students work on Baboró’sflagship international arts festival devoted exclusively to children and families.

Hygeia Garden Care
Students have developed digital marketing plans for Hygeia Garden Care new organic based products.

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 2020; 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 Please note that to be considered for this merit based scholarship, applicants must be accepted to their chosen programme, have achieved a H1 (or international equivalent) in their primary degree and must complete an online Scholarship FormAn individual student can only be in receipt of one Scholarship or fee waiver at any given time.

Intercultural Awareness Training (ICOS)

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

Education in Ireland Blog: 

Read Emily's 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

€9,500 p.a. 2020/21

Fees: Tuition

€9,276 p.a. 2020/21

Fees: Student levy

€224 p.a. 2020/21

Fees: Non EU

€16,900 p.a. 2020/21


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

Programme Administrator:
Mary Greaney
T +353 91 492 546

Quick Links

What Industry Says


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”.

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.

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 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.

Best College of Business Awards


Best College of Business 2019

Higher Education Awards 2019

Gradireland best business


  • Postgraduate Taught Prospectus 2020

    Postgraduate Taught Prospectus 2020 PDF (21 MB)

  • Business Undergraduate Programmes 2020

    Business Undergraduate Programmes 2020 PDF (4.5 MB)

  • Business Postgraduate Programmes

    Business Postgraduate Programmes PDF (4.7 MB)

  • Marketing Flyer

    Marketing Flyer PDF (16MB)