What is the Course About?

The landscape in which we work, live and socialise is changing exponentially with the rapid pace of technological development. This cutting edge MSc programme provides a transformational educational opportunity that will inspire, support and develop students in reaching their full potential.

The programme has been designed for mid to senior marketing professionals looking to empower themselves and understand how to utilise and leverage new technologies, which are synonymous with business growth and development.

This programme promises to equip marketing professionals with the understanding, knowledge and know-how around the ever-changing digital landscape which has the power to transform business success.

What will participants learn / achieve? 

Attendees will understand how to develop a digital marketing strategy in tandem with the utilisation of the power of analytics.

The ability to design strategies and campaigns that are aligned to customer needs and expectations, delivered with optimum CX and provided with the tools and understanding in how to effectively measure and assess marketing effectiveness.

Programme attendees will develop business critical skills around data-driven decision making which will ensure evidence based investment for their organisational strategic digital marketing implementation.

Who is it for? Career stage?

Mid to senior level

Levels 3 & 4

What is the programme 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.

Students will become familiar and confident in data visualization software tools such as Tableau and be introduced to the data analysis tool Python, empowering them to develop compelling business cases for digital marketing investment.

Students are encouraged to join the Marketing Institute to avail of all of the benefits the professional body can offer, whilst also enjoying a discounted fee rate.

Membership of The Marketing Institute ensures the students will be at the heart of the pulse of the profession. We actively connect our students with the marketing community through live projects, work placements and through our expert industry-based lecturers.

Programme Code: TU354


20 September 2021

Tuesdays & Thursday - 6-10pm on both evenings




TU Dublin & MII Faculty


MII Learning Solutions



Marketing Metrics & Analytics

  • Digital Metrics & Analytics
  • Predictive Analytics
  • Google Analytics

Digital Marketing Strategy

  • Value-Driven Strategic Marketing
  • Campaign Planning & Budgeting


  • Online & Offline Integrated Marketing Communications
  • Consultancy & Research Methods

Entry Requirements

Applicants for this rigorous MSc programme should hold:

2.1 honours degree in a business discipline AND minimum 2 years professional experience in a marketing-related role


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

Other applicants may be considered based on exceptional background and aptitude. 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.

If you do not fit the criteria, check the Postgraduate Diploma in Management & Marketing.

The MII & TU Dublin Partnership Experience

The Marketing Institute was established in 1962 and is the professional body for marketers in Ireland. MII is committed to growing, developing and enhancing the marketing profession through a commitment to continued education and life-long learning.

Building on the distinguished past of DIT, TU Dublin is Ireland’s first technological university where students learn in a practice-focused environment with industry, enterprise and innovation at the heart of everything we do.

TU Dublin is aligned to the purpose of the MII, with its passion for life-long learning, collectively making an important contribution to the economic life of Ireland, enabling capacity building for the future.

The Marketing Institute and TU Dublin partnership ensures the optimal learning experience for students, with industry access and networking opportunities through MII, and academic robustness from TU Dublin, in essence the pracademic approach.

The MII & TU Dublin partnership education programmes have a culture that care for people, offer space for new ideas, relationships, networks and personal and professional development of all students.

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

Marketer Pathways Competencies:

Marketer Competencies

  • Integrated Analytics
  • Digital Marketing
  • New Product Development
  • Research
  • Strategic Marketing
  • Marketing Strategy

Business Competencies

  • Planning & Prioritisation
  • Organisational Awareness
  • Decision & Judgement

People Competencies

  • Relationship management
  • Negotiating
  • Influencing

MSc Digital Marketing & Analytics

If you are interested in finding out more about the MSc in Digital Marketing and Analytics programme please complete the form below:
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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.