Master of Science in Digital Marketing and Analytics
This Master of Science in Digital Marketing and Analytics programme has been designed with the specific intention of responding to the evolution of an increasingly digital and technology enabled business environment. Digital marketing has become critical in recent years in our data driven digital society where the role and scope of the marketing function has transformed rapidly from the development and management of creative communication to the implementation of data-driven and technology enabled marketing practices. Now, more than ever, there is high demand for qualified digital marketers, where a skills gap of talent is evident throughout the industry. This programme aims to produce individuals with the specialised skills and attributes necessary to meet the demand of the modern day digital marketing environment. This programme aims to accommodate a wide audience of learners whose specific interests lie in the area of digital marketing (either business, or technically focused). Graduates of the Master of Science in Digital Marketing and Analytics will understand the core principles of digital marketing, be equipped to utilise data and visualisation tools, apply the appropriate marketing models, and inform business decision making in an ethical context. Moreover, they will develop advanced critical thinking, writing and research skills through the completion of the Research Methods modules along with the completion of a Capstone Module (choice of Dissertation or Applied Research Project or Placement). The taught component of this programme comprises modules in Web Marketing Management and Metrics; Digital Design & Development; Strategic Thinking in the Digital Age; Data and Digital Marketing Analytics; Digital Advertising and Online Marketing Communications; Business Intelligence and Visualisation and Research Methods. All modules will facilitate the exploration of new ideas and technologies with learning focussed on emerging industry trends as well as best practice. Learners will be able to apply their knowledge to specific issues within a real-world context. Semester one (FT) lays the groundwork for the programme and encompasses mostly foundational modules that focus on providing a solid and comprehensive understanding of the relevant concepts of Web Marketing Management and Metrics; Digital Design and Development; Strategic Thinking in the Digital Age; and Research Methods 1. Semester two (FT) builds on this by covering advanced modules in which the knowledge, understanding and skills acquired in the first semester can be employed. Semester two modules offer Data and Digital Marketing Analytics, Digital Advertising & Online Marketing Communications, Business Intelligence and Visualisation, and Research Methods 2. The Master of Science in Digital Marketing and Analytics is a one year full-time/ 18 month part-time programme consisting of eight taught modules, four 10 ECTS modules, four 5 ECTS, and an elective 30 ECTS Dissertation or Applied Research Project or Placement capstone module.
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Centres offering Master of Science in Digital Marketing and Analytics
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