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:
  • Digital Marketing
  • Research Methods
  • Marketing Innovation & Entrepreneurship
  • Services Marketing
  • Marketing Performance & Productivity
  • Digital Sales Management
Semester 2 Obligatory Subjects:
  • Digital Marketing Strategy
  • Marketing Analytics
  • Social Marketing & Sustainability
  • Strategic Brand Management
  • Cases in Marketing Management & Strategy
  • Inbound Marketing
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 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.
  • Research (100%)
Module Director
Lecturers / Tutors
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.
  • 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 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.
  • 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: 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.
  • Written Assessment (50%)
  • Continuous Assessment (50%)
Module Director
Lecturers / Tutors
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.
  • 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 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.
  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
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.
  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
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.
  • 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 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.
  • 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 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.
  • 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. "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.
  • 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.

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

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.

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

Aoife Kelly 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

Conor Madden 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

Ciara Shaughnessy 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 2019

Best College of Business 2019

Higher Education Awards 2019

Gradireland best business


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