Course Overview

Digital marketing is a data rich environment. Deploying effective and sophisticated analysis tools to customer data, ranging from the acquisition process, to conversion, to value generation is part of the remit of the modern digital marketing analyst. Being conversant with, amenable to, and comfortable with the usage of analytics to extract insights and drive decisions is going to ensure the strategic fit and role of the digital marketer in the modern organisation. If you are a marketing professional looking to explore and understand the power of digital analytics and want to be able to bridge the gap between technical analyst and the traditional marketer, this is the programme for you.

Please note, this course is a module of our MSc in Digital Marketing & Analytics and will be taught over 2 semesters.

Semester 1- One evening a week, starting 22nd September 2020

Semester 2- Two evenings a week, starting January 26th 2021

Is it for me?

This course provides you with an understanding of data analytics with a focus on digital analytics in a business context. The course is centered on developing deep strategic insights that can drive a marketing strategy. It is co-delivered by digital marketing industry experts who brings their practical experience to the classroom. The course is a mix of group and individual work with an emphasis on working with live projects.

On completion of this module, you will be able to :

  • Identify, understand and apply digital and marketing metrics
  • Demonstrate systematic understanding of the role of data and analytics in marketing
  • Apply understanding of data laws and the implications of digital analytics
  • Utilise the basics of web analytics
  • Compare and contrast approaches to bringing on and offline data together to further insights for the marketing department and wider business
  • Demonstrate an understanding of data analytics tools and techniques.

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

What will you learn ?

  • 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 Trainer

Niall Minto

Lead Lecturer in Digital Analytics and Business Technologies at TU Dublin

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.

Amy Tumelty

Social Media & Content Specialist

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.