What is the course about?

This 24 week Executive Diploma in Analytics, is one of MII stackable programmes and is also one of the modules on the MSc in Digital Innovation.

The programme will guide participants in how to make decisions around key resource allocation and measure ROI using data and analytics. Over the two semesters classes will work through an analysis of the customer journey, from prospect lead to engaged customer, with customer lifecycle and lifetime values also being examined.

Digital marketing is a data rich environment  and is synonymous with measurability. The digital marketer of the future must not only be comfortable with managerial level analytics but rather demand and drive the diffusion and traction of such analytics both at the campaign and enterprise wide level.

By completing the programme you will become analytically disposed and empowered and will be able to make use of the array of available software tools and analytical techniques as needed.

What will participants learn/achieve?

On Completion of this module, the learner will be able to

  • Understand the role of data analytics and the fundamentals of data visualization and storytelling in marketing.
  • Identify, understand and apply digital, financial and marketing metrics.
  • Propose and apply the key performance indicator (KPI) process and develop appropriate  dashboards  at  campaign  and  enterprise  level  for  relevant stakeholders.
  • Demonstrate an understanding of the impact of web design on the user journey and conversion while understanding and utilising the basics of the web analytics.
  • Compare and contrast approaches to bringing on and offline data together to further insights for the marketing department and wider business

Who is it for? Career stage?

Competency Framework: Career Stages 2,3 &4

Mid to senior level

What is the course’s USP?

Students will be immersed in analytics and provided with the capabilities and tools to understand and apply the power of analytical assessment and measurement.

Content will be delivered through a blended approach of lectures, case studies and laboratory work. The case studies will be used to stimulate discussion, analysis and decision-making. Emphasis will also be placed on the use of computer software (Python and Tableau) to manipulate and analyse data.

This Executive Diploma is a Level 9 CPD Award on the National Framework of Qualifications (NFQ) and the award is made by Technological University Dublin, a member of the European University Association.

Students who complete this Executive Diploma, may progress to the MSc in Digital Innovation (TU354) with an exemption from this module on that master’s degree.

The analytics module will run from 19:45 to 21:15 on Tuesdays in Semester 1 and 19:45 to 21:15 on Tuesdays and Thursdays in Semester 2.

What is the cost?

Member Price: €2,700

Non-Member Price: €2,925

Corporate Partnership Training Credit of €500 maximum can be used as payment for this course.

Who to Contact?

Email training@mii.ie, if you want to learn more

What will you get?

  • A fully accredited CPD qualification at Level 8 on the NFQ awarded by TU Dublin
  • An Executive (CPD) Diploma delivered over evening sessions for two semesters, with live projects, additional self – study and laboratory work,
  • Exposure to leading and respected practitioners and experts


  • Web Analytics, Design and Best Practice.
  • Data Driven Goal Setting and KPIs
  • Data Quality.
  • Data Management.
  • Data Analysis, Tools and Concepts.
  • Data Visualisation
  • Statistics for Marketing

Marketer Pathways Competencies

Marketer Competencies

  • Integrated Analytics
  • Digital Marketing


Business Competencies

  • Planning & Prioritisation
  • Project Management
  • Decisions & Judgement


People Competencies

  • Negotiation Skills
  • Relationship Management

Course Trainers


Lead Lecturer in Digital Analytics and Business Technologies at TU Dublin

Niall Minto

Niall is a full-time lecturer of Digital Analytics and Business Technologies in the School of Marketing in TU Dublin’s City campus.

Prior to joining TU Dublin, Niall spent 15 years working in the Financial Services. He is experienced in the development of, and implementation of large scale enterprise solutions including enterprise data management and reporting systems spanning multiple geographies. He received his primary degree in computer science from Waterford Institute of Technology and his masters from Trinity College Dublin. He is currently undertaking a PhD.

Niall has a true passion is for learning and teaching and is committed to making learning accessible, relevant and enjoyable to everybody. He combines his industry experience with his academic knowledge to provide a grounded and interactive learning experience for his students.

He lectures Digital Metrics and Analytics and Predictive Analytics on the MII TU Dublin Masters in Digital Marketing and Analytics.


Social Media & Content Specialist

Amy Tumelty

Amy Tumelty is a Social Media & Content Specialist at the Creative Agency TBWA\Dublin. Her role involves creating and implementing social media strategies, content creation, paid promotion and campaign analysis. Amy recently joined the lecturing team on the MSc Digital Marketing and Analytics, where she teaches social media and digital marketing from a practitioners perspective. Amy also has an MSc in Digital Marketing from TU Dublin.

An important note on accreditation

As the professional body for marketing in Ireland, the Marketing Institute recognises the importance of academic accreditation. That’s why we have teamed up with TU Dublin, Ireland’s largest marketing educator, to jointly operate this Executive Diploma programme. Accreditation speaks to a sense of public trust, as well as to professional quality.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.