Master of Science (MSc) in Digital Marketing and Analytics

  • Overview
  • Course Content
  • Structure
  • Career Opportunities
  • Fees
  • Next Steps


MSc. in Digital Marketing

The Master of Science in Digital Marketing and Analytics programme (NFQ Level 9, 90 ECTS)  enables learners to develop the specialised skills and attributes necessary to meet the demand of the modern-day digital marketing environment and be able to make fully informed marketing decisions at leadership level. Graduates of the Master of Science in Digital Marketing and Analytics will understand the core principles of digital marketing and analytics, be equipped to utilise data and visualisation tools, apply the appropriate marketing models, and inform business decision making in an ethical context.

Topics covered include:

  • Web marketing management and metrics

  • Digital design and development

  • Strategic thinking in the digital age

  • Data and digital marketing analytics

  • Digital advertising and online marketing communications

  • Business intelligence and visualisation

  • Research methods.

The programme’s specific objectives are as follows:

  • Imbue a critical analysis of the current and emerging theories of digital marketing, informed by up-to-date research and activity in the digital marketing field.

  • Develop practical skills in problem identification and problem-solving using data, and carrying out the digital marketing activities of an organisation.

  • Provide a strategic perspective (incorporating multiple viewpoints) and context for digital marketing through the use of digital marketing analytics in a modern organisation.

  • Develop an in-depth appreciation of analytics in the form of modern data-driven metrics to marketing activities and how these can be generated and used.

  • Develop in learners the competencies to be a successful marketer in the digital marketing and analytical environment.

  • Facilitate the development by the learner of applied analytical skills that are directly complementary and relevant to the contemporary workplace and future of work.

  • Identify and develop autonomous learning skills for the graduates of tomorrow who can work both independently and collaboratively.

  • Provide the learner with a comprehensive platform for career development, innovation and further study.

    Entry Requirements

    The minimum entry requirements for the MSc in Digital Marketing and Analytics are:

    A minimum Second Class Level 8 Honours Degree (2.2) in a cognate discipline from a recognised third level institution or,

    An equivalent professional qualification such as MMII.

    In addition, for applicants whose first language is not English and who have not undertaken their undergraduate degree through English the following is required:

    The minimum requirement for a non-native English speaker is greater or equal to B2+ in the Common European Framework of Reference for Languages for admission. Non‐EU applicants, residents outside Ireland/EU, must apply directly to the International Admissions Office at DBS. Further details regarding Non‐EU learners can be found in the DBS Quality Assurance Handbook (QAH).

    Student Testimonial

    "I chose DBS because of the variety of modules and location of college. I enjoyed my time in DBS greatly; loved the friends I made and the course camraderie. I played rugby for DBS, it was very enjoyable and well run by Fosi.

    I would recommend DBS to other students - the experience has helped me to feel confident, the modules helped with relevant experience to lead me to my next step - a job in digital marketing."

    Dylan O'Regan
    Master of Science in Digital Marketing


Course Content

The Master of Science in Digital Marketing and Analytics has the following content:

  • Web Marketing Management and Metrics

  • Digital Design and Development

  • Strategic Thinking in the Digital Age

  • Research Methods 1

  • Data and Digital Marketing Analytics

  • Digital Advertising and Online Marketing Communications

  • Business Intelligence and Visualisation

  • Research Methods 2

Students also choose one of the following capstone projects:

  • Applied Research Project

  • Dissertation

  • Placement


Teaching and Assessment

The programme will be structured in a blended multimodal format. This consists of synchronous classroom and online modes of delivery and on-demand delivery.

For the synchronous classroom and online modes of delivery, the learning strategy is to present the theory to the learners complemented by readings and videos as directed e-learning.  Knowledge checks will be available as MCQs on Moodle.

For the on-demand format, the theory is presented to the learner using person-to-camera, text and voice-over animation.  Learners interact with these objects to progress through the theory, and are presented with formative knowledge checks in the form of MCQs.

The blended multimodal delivery allows for the most appropriate mode of delivery to be applied to different parts of the syllabus. Typically, the more theoretical content would be delivered through the on-demand mode, with the discursive aspects of the syllabus more inclined to be delivered in the synchronous online mode. Although, such discursive topics can also be considered in an in-class setting.  The more practical and assessment driven parts of the syllabus can also be reserved for the in-class time. Instruction on using the tools and technologies for data analytics can be delivered in-class. Formative assessment exercises can be set in any mode to allow the learners to assess progress. Peer review of these formative assessments can help drive this development, which can take place through asynchronous discussion boards or in-class or online discussion.  The blended approach will also avail of directed e-learning objects, such as annotated case studies, videos and reading.


For full-time students, Semester one sets out to provide the learner with both extensive knowledge and a critical understanding of the digital marketing infrastructure and landscape. The course content includes planning, managing, and measuring a web-based digital marketing project, learning how to create digital assets (including graphics & video) and a website using a self-hosted version of WordPress, and gaining consumer insights and developing an awareness of emerging trends in strategic digital marketing. These skills help lay the foundations and context for the core skills developed later in the programme.

Semester two builds upon the foundations of Semester one – with a more applied structure to develop the learners’ technical proficiencies and aptitudes towards creating value-enhancing digital marketing solutions. The modules address data analytics, planning and implementing a digital advertising campaign and developing a brand online, and practical skills in modelling, storage access and visualisation of big data.

The students will then complete an Applied Research Project or Dissertation or Placement. This will include a robust piece of industry research underpinned by academic theory, primary and secondary data collection and applied in a coherent and industry-focused research report and artefact or traditional dissertation. The Dissertation/Applied Research Project/Placement module will synthesise learning from other modules and combine both research and technical skills to investigate, design, produce and critically evaluate the solution put forward.


Career Opportunities

The rise in employment opportunities in the area of digital marketing and analytics is both a global and national trend. Specifically, LinkedIn ranked ‘Digital Marketing Specialist’ as the 6th most in-demand job globally, with search engine optimization being the most desired skill in today’s digital marketing environment. In 2020 there were 860,000 job vacancies for the role of 'digital marketer’ on LinkedIn.

Graduates from the MSc in Digital Marketing and Analytics programme have the potential to excel in roles such as:

  • Digital Specialist

  • Digital Marketing Performance and Insights Consultant

  • Digital Marketing Specialist

In addition, this programme will prepare graduates for further study for example a PhD in Digital Marketing.





The course fees for the next academic year are €8,995 for one year, and €5,500 per annum for two years for EU students. This covers the cost of tuition, registration and examinations.

Click here to view international fees. 

Click here to view EU fees.

You can contact our Admissions Team who would be happy to discuss the options available for you.

Please note also that there is tax relief for Irish income tax payers at the standard rate of 20% on all fees exceeding €1,500 and up to €7,000. 

All QQI accredited programmes of education and training of 3 months or longer duration offered by Dublin Business School (DBS) are covered by arrangements under section 65 (4) (b) of the Qualifications and Quality Assurance (Education and Training) Act 2012 whereby in the event that DBS ceases to provide the programme, for any reason, after learners have started on that programme, Kaplan Inc., as guarantor, will refund the moneys most recently paid by or for the learner.   More details are included in the terms and conditions of learner admission to DBS ( and on programme handbooks provided at induction.

Improve your employability

All of our postgraduate courses offer strong links with industry and the professional world and often carry accreditation from professional bodies. By choosing to study at postgraduate level, not only do you gain valuable skills and experience but you also demonstrate your determination to succeed in a chosen career. Far from being a postponement to employment, postgraduate study can help you progress further and faster in your chosen career. And, if you're not certain what direction you would like your future to take, further study can provide a secure and structured space to help you find out through exploring your strengths and interests.

Get your foot on the career ladder

A large number of our postgraduate programmes include a work placement option, giving you the opportunity to gain vocational experience, make valuable contacts and gain transferable skills. It is also worth considering that some postgraduate qualifications are essential requirements to getting on the career ladder.

Gain skills for success

During your undergraduate degree you will have developed a strong foundation of transferable skills. Postgraduate study will build on this base, giving you the opportunity to put these highly valuable skills in to practice. You will also gain invaluable practical working examples that you can go on to use at interview to set you apart from other candidates.

Next Steps

Visit Us

Open days are a great way to help you make your decision about DBS and learn more about the Master of Science in (MSc) in Digital Marketing and Analytics. As well as experiencing our outstanding facilities, you'll have the opportunity to receive personalised advice from academics from your subject area, meet current postgraduate students and also have your questions answered on general subjects such as entry requirements, student support and the admissions process.

As this is an extremely specialised area of study advanced entry to any stage of the programme is not permitted.

EU Applicants

Applicants should complete the appropriate application form and return it to the Postgraduate Admissions Office along with the following documentation:

• Academic Transcripts (Original & Official English Translation where issued in another language). Applicants who have previously attended DBS need not provide this documentation.

• Proof of Identification (Birth Certificate, Drivers Licence or Passport)

• Detailed Curriculum Vitae

• Proof of English (i.e. IELTS, TOEFL or equivalent) where full time study has been conducted in a language other than English or applicants whose first language is not English

Please see programme content for any course-specific additional application procedures.

In addition to the above, in the instance of Non-EU applicants who have residency in Ireland:

• A copy of your GNIB (Garda National Immigration Bureau) Card, Work permit (if applicable) & Passport

• The letter that was issued to you by the Department of Justice, Equality & Law Reform stating why you were provided with the above documentation.


International Students/ Non EU Applicants

• Applicants should complete the appropriate application form and return it to the Postgraduate Admissions Office along with the following documentation:

• Academic documents

• Academic transcripts

• Proof of English (i.e. IELTS, TOEFL or equivalent)

• A Curriculum Vitae

• A copy of your passport

Please note that copies of all documentation must be submitted, and that it must be translated into English where issued in another language. Please do not send original documents as these will not be returned. Dublin Business School has a number of overseas offices and representatives worldwide. Please contact us if you wish to receive further details on your closest DBS representative.

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Course overview


Awarding Body: 
Quality & Qualifications Ireland (QQI)
Award: Masters Degree
NFQ Level: 
Level 9
Award Title: Master of Science (MSc) in Digital Marketing and Analytics
Award Type: Major
Full-time: 1 year 
Part-time: 2 years
Next Intake:
September 2022

Contact Us

We are now accepting applications for programmes taking place in 2022. Contact our admissions team for more information

Phone: 01 417 7500
Opening times:
Monday to Friday
8:45am to 5:15pm