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MSc in Digital Marketing & Analytics


Future-proof your career, and step up as a marketing leader for the digital age!



Marketing practice has been dramatically altered by the development of digital technology, as indeed have all our lives. Marketing practitioners must become masters of this new and dynamic landscape. The MSc in Digital Marketing & Analytics DT9333 has been designed by Dublin Institute of Technology (DIT) and the Marketing Institute of Ireland (MII) to provide necessary in-depth expertise to high-potential marketing professionals who can provide marketing leadership with a digital edge to their organisations in the short to medium term.

Course Overview


 The MSc. in Digital Marketing & Analytics is a Level 9 award on the National Framework of Qualifications, and is awarded by DIT, a member of the European University Association. This means international recognition of your Masters. 

 Offered through the joint forces of academia and business, Ireland's largest marketing educator (DIT) and the professional body for marketing (MII), and delivered by specialist researchers and senior-level practitioners, this MSc is comprehensive and leading edge.

 By utilising an effective mix of delivery methods, this dynamic MSc is condensed into 16 months – a real benefit! Lectures and workshops in the first two semesters run on Tuesday and Thursday evenings at the College of Business, DIT, Aungier Street, Dublin 2. With two semesters, one 'hothouse' summer school, and one real-life digital marketing consultancy project involving serious data analytics, you will be challenged!

 Recognising that digital is now a core competency of marketing and not a standalone activity, this MSc is built upon four major marketing pillars: (1) Metrics and Analytics, (2) Strategy, (3) Communications, and (4) Consumer Behaviour & Research. The content is relevant to real-world, real-time marketing practice, and professional practitioners are integrated into the delivery to share up-to-the-minute perspectives. In addition, workshops are interspersed throughout, covering website design, usability, and management; PPC/Adwords, email and affiliate marketing; SEO/SEM; Google analytics; social media; eCommerce; mobile marketing; web technology and infrastructure; and digital entrepreneurship and innovation. 

 Responding to the need for future CMOs to be fully numerate, this MSc has a specific heavy emphasis on ensuring a theoretical and practical grasp of using analytics to gather consumer insights and improve marketing effectiveness. 

 As an executive masters programme, this MSc is intended to offer serious professionals an opportunity to truly master the disciplines of tomorrow's marketing profession, and serve as a vehicle for career acceleration for participants.


Entry Requirements


Applicants for this rigorous MSc programme should hold:  

2.1 honours degree in a business discipline AND minimum 2 years experience in a marketing role,


2.1 honours degree in a non-business discipline AND minimum 4 years experience in a marketing role. 

Other applicants may be considered based on exceptional background and aptitude, so if you are highly experienced but do not fully meet the academic criteria, please contact the Programme Manager below to get advice on your specific situation. 

Note: This executive masters programme is for experienced marketing practitioners, and is NOT suitable for recent graduates who have yet to acquire significant professional experience.


What you will learn


 How to develop and deliver effective marketing strategies that incorporate the full potential of digital. 

 How to analyse big data and using analytics to gather consumer insights that inform winning strategies.

 The application key marketing, financial and digital metrics at each stage of the customer lifecycle, along with how to report at campaign and enterprise level.   

 The understanding and segmenting consumers and predicting future behaviours using digital techniques.

 How to leverage consumer interaction and engagement.


Fees & Scholarships


The total fee for this MSc is €11,750 for members of the Marketing Institute of Ireland, and €12,750 for non-members.  

View details of 2017 scholarship applications.




Get in touch with us to discuss the fit between this MSc and your career goals.

Gaelle Robert:


 Etain Kidney:, 01 4027 151


©2016 The Marketing Institute of Ireland CLG. All rights reserved.