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You are here Programmes > Masters Programmes > MSc in Digital Marketing Strategy > Timetable and Modules

Timetable and Modules

Michaelmas Term
Hilary Term
Trinity Term
Digital Marketing Strategy (core) Consumer Value Management (option) Dissertation
Data Analytics and Market Research (core) Digital Design and User Experience (core)  
Digital Marketing Communications (core) Digital Marketing Implementation (core)  
Social Media Marketing (core) Digital Business Models (core)  
Ethics for Digital Business (core) Research Methods (core)  
eCommerce (core) Emerging Trends in Digital Technology (core)  
NB - Timetable and modules are subject to change.

Module Descriptions

Digital Marketing Strategy 
This module will explore the complex and rapidly changing digital marketing environment. It aims to allow participants to understand the changing nature in consumer behaviour and how the digital age has impacted on brands and companies interaction with customers. Practical relevance will be given via case studies and interactive assignments.

Having completed this module, you should be able to:

  • Have an in-depth understanding of digital marketing & social media marketing practices
  • Be able to develop a digital marketing strategy for a business
  • Understand customer personas and why they are important
  • Understand user experience and why it is important for marketers
  • Know the importance of mobile marketing
  • Know how email marketing works and why it is still relevant
  • Be able to analyse data to make informed marketing decisions
  • Be able to develop marketing campaigns for the digital consumer
  • Be able to assess current trends in digital industries
  • Understand online PR and how to monitor online conversations

Lecturer: Keith Feighery

Data Analytics and Market Research
This course will provide a framework to successfully implement analytics and Big Data in an organization. This module will provide some applied tools for descriptive, predictive and prescriptive analysis to improve decision making on strategic, tactical and operational level. These tools can be used to analyse data from several sources such as surveys, CRM systems, the web, mobile, social, sensors, etc.

Having successfully completed this module, the student should be able to:

  • Being able to develop an analytical strategy for an organisation
  • Identify data driven business cases
  • Identify the appropriate methodology for a given managerial problem
  • Apply descriptive analytics
  • Apply predictive analytics
  • Translate analytical results into substantive managerial advice
  • Communicate with a business analyst or data scientist

Lecturer: Philippe Baecke

Digital Marketing Communications
This module is focused on teaching students how to research, plan, design and implement Digital Marketing Campaigns targeting real world scenarios. The module covers digital marketing strategy and planning, along with all the key digital marketing tools such as Search Engine Advertising, Display Advertising, Social Media Marketing (Organic and Paid), Email Marketing, Search Engine Optimisation and Measuring the impact of Digital Marketing. The module is practical in nature, and students will use key digital marketing tools to learn how best to develop and implement digital campaigns. This is a Practical Module, where participants use real life tools in analysing and developing digital marketing communication strategies and plans. The focus for the students is to immerse themselves in the tools, channels and applications that make up the digital marketing landscape and to develop strategic understanding of how to leverage channel strategies for different types of businesses and scenarios.

Having successfully completed this module, the student should be able to:

• Understand the impact and influence that digital channels have across the customer journey in today’s Omni-channel world;
• Devise and develop digital marketing strategies and plans for a range of business types;
• Research, develop and target customer personas in the digital context;
• Acquire key skills of using digital marketing tools and applications including paid and organic media channels;
• Understand how to assess and measure the impact of digital marketing on business goals.

Lecturer: Keith Feighery

Social Media Marketing
Social Media Marketing has dramatically changed the way in which marketers can reach an audience and more importantly, how a customer can define some organizations focus and goals. Social media is a ever evolving and is major part in not only a consumers’ life but in day to day business. The way in which a business engages with a consumer is no longer in the traditional form, social media allows for amplification of a consumer’s thoughts and opinion toward a brand. An organization ability to engage in this forum can be the defining factor of success or failure.

This module will focus on a blend of both practical and theoretical core concepts within social media marketing such as content marketing, consumer behavior and their role as content curator, E-wom, crisis management, community, platform analysis with practical assessment of the key social media sites, approach to social media strategy and metrics. By the end of this module, students will be able to assess the social media landscape and have the tools to plan both a strategic and tactical social media marketing plan. The content of this module will prepare students to navigate the social media landscape within the wider context of digital marketing.  

Having successfully completed this module, the student should be able to:
1. Define, understand and critically evaluate key social media marketing concepts and frameworks;
2. Understand consumer behaviours and motivations within the social media context;
3. To understand the practical business requirements to successfully audit, critique, strategize and implement at a tactical level.

Lecturer: Sara Kennedy BSc MSc

Ethics for Digital Business
Business is a contested institution. While some emphasize that growing productivity and innovation has led to improving the economic conditions of many people, others worry about the social and environmental costs of business activities. This module aims to prepare the students to understand, identify and shape the responsibility of businesses vis-à-vis society and future generations. The key themes in this course will revolve around moral decision making, stakeholder orientation, corporate governance, corporate social responsibility and sustainability.

Having successfully completed this module, the student should be able to:

  • Understand the current debates concerning the purpose of the business, ethics in business, and the social and environmental impact of businesses, and form an opinion about these debates; 
  • Be conversant with four major aspects related to ethics in business, namely stakeholder orientation, corporate governance, CSR, and sustainable development;
  • Learn to analyse complex business situations and be conscientious of the underlying ethical dilemmas facing businesses and individuals;
  • Analyse the range of stakeholders in relation to the functioning of business, identify their various interests and concerns; and understand the complexity involved in top management decision making;
  • Understand how businesses approach their social responsibilities and learn to design CSR/sustainability programs while evaluating their potentials and limits.

Lecturer: Dr. Tanusree Jain

Using case studies and examples taken from leading eCommerce companies, such as Amazon, eBay, Taobao and local companies like Mick’s Garage, the module examines why these companies continue to grow revenues while many traditional retailers struggle to replicate offline success online.

eCommerce is a very accessible aspect of digital marketing as it is one that the vast majority of students will have participated in. Even if they have not, the principles of online retail are very similar to those of offline, albeit using web based technology. The focus of the module is to look at the factors with determine the success or failure of eCommerce operations, focusing on strategy, consumer engagement, omni-channel commerce, on-site conversion, use of big data and analytics, fraud and legal considerations, including cross border eCommerce. Having successfully completed this module, the student should be able to:

  • Define, understand and critically evaluate key eCommerce concepts and their place within a digital marketing framework;
  • To articulate the factors critical to eCommerce success;
  • To understand the key operational and legal aspects of eCommerce.

Lecturer: Graham Merriman

Consumer Value Management
It is widely accepted in management literature that the key objective of corporate strategy is the creation of a sustainable competitive advantage which usually reflects in creating superior economic value. Hence, with the potential exception of nonprofit organizations and some privately held companies, the creation and maximization of shareholder value or market capitalization is a key managerial concern for every CEO. While many different marketing actions can help to create value for customers (e.g., developing superior products, building brand equity through advertising or setting up a unique distribution structure), the options to extract value are more limited.

Leaving aside purely financial operations (e.g., investing excess cash in financial markets), the only source for profit and ultimately shareholder value creation are a firm’s customers who pay a given price for specific products or services. This makes the concepts of Customer Relationship Management (CRM) and Pricing Strategy and Tactics the key building blocks of any firms value extraction strategy.

The purpose of this module is to shed light on these two elements and to provide insights into how firms should manage customers in a profitable manner and set prices in ways to ensure an optimal and sustainable level of value extraction. Specifically this module aims to provide insights on:

  • What CRM is and what is conceptual foundations are;
  • How to measure the financial attractiveness of different customers;
  • How to manage customers according to their potential for profit;
  • How customer databases help to gain insights into serving customers profitably;
  • How to price products/ services according to the economic value they create;
  • How tactical elements such as cost, competition and distribution impact pricing;
  • How to measure the price sensitivity of customers and adjust prices over time.

Digital Design and User Experience
Marketing continues to benefit from a range of technologies that provide a greater understanding of markets, insights into buyer behaviours and more creative and engaging ways to reach and interact with customers. The objective of this course is to provide non-technical students with a comprehensive review of the key technologies that underpin digital marketing activities. From online analytics and data and the insights that they can deliver, online infrastructure and the software and technologies required to design, build and execute digital marketing strategies. In this course you will get hands on experience with the technologies and develop an understanding of their practical applications.

Having successfully completed this module, the student should be able to:

  • Understand the technologies behind Search, Web, Email, Social and Mobile marketing.
  • Gain first-hand experience with these technologies through deep investigation of specific web properties and worked practical examples.
  • Have a working knowledge of the software and technologies required to drive digital marketing strategies.

 Lecturer: Mr. Eoghan Nolan

Digital Marketing Implementation
Ireland has gained a status of special significance in the global digital economy with eight of the top ten global information technology companies having a significant presence in the country, helping to make Ireland the second largest exporter of computer and IT services in the world. The module aims to empower current and future marketers with a deep practical understanding of digital marketing tools and advanced techniques and help them to become proficient in digital marketing practice. Practical assignment will include the management of a digital marketing campaign for a small-to-medium enterprise (SME) by developing and implementing a digital marketing strategy, including setup and activation of Google AdWords, Facebook Marketing / Advertising, LinkedIn Marketing, Twitter Advertising and performing Search Engine Optimization and UX changes or recommendations to their website.

Having successfully completed this module, the student should be able to:

  • Develop, plan and implement a digital marketing campaign using a broad spectrum of platforms and tools including search engine advertising, search engine optimisation, social media marketing, content marketing and native advertising.
  • Measure the effectiveness of digital marketing campaigns using web analytics tools and report findings to stakeholders in an appropriate business report format
  • Interact with clients and stakeholders effectively using a structured set of techniques and communication strategies.

Lecturer: Eamonn O’Raghallaigh

Digital Business Models
This course will dig in the digital business models realities and new trends in different competitive landscapes and industries.

Having successfully completed this module, the student should be able to:

  • Identify and describe the specific characteristics of digital business models
  • Understand the practical challenges around managing and maintaining a Digital Business Model performative
  • Explain the business consequences of taking part of digital ecosystems
  • Develop a prospective approach on digital business models

 Lecturer: Dr. Sébastien Ronteau

Research Methods
The objective of the project is to allow students to demonstrate and apply the techniques and knowledge acquired from the taught courses to a problem of real world academic or managerial concern. To successfully complete this module, which is worth 30 ECTS Credits and is compulsory, students should:

  • Demonstrate that they have a good knowledge of the relevant literature on their chosen topic
  • Identify an interesting question associated with that topic and analyse this question using the techniques and tools learned, showing that they have a good grasp of the applicability of these techniques (statistical, numerical or theoretical);
  • Present the results of their analysis in a clear and convincing manner, within the word limit of no more than 12,000 words;
  • Show their ability to communicate their work to a broad audience via the creation of an executive summary which should be 1500 words and which should be in the form of an academic article or managerial report.

Having successfully completed this module, the student should be able to:

  • Summarise and demonstrate an understanding of the relevant issues in the literature surrounding the research question. A chronological summary of the surrounding literature is not sufficient.
  • Explain the theory surrounding the research question.
  • Describe any data used, i.e. descriptive statistics, graphs etc. and provide full sources.
  • Understand the use of Turnitin software and increase awareness about plagiarism
  • Explain the methodology being applied and demonstrate that the methodology is appropriate to the question.
  • Use available databases in the School of Business and TCD.
  • Present a coherent conclusion that follows correctly from the analysis.
  • Present arguments in a coherent manner written in a clear style.
  • Present research in a logical structure, i.e. does not omit relevant material or include irrelevant material.
  • Present research in adherence with academic standards, i.e. have the correct format and structure, including abstract, page numbering, numbering, list of tables, figures, appendices (if relevant), references, bibliographies.
  • We will explore themes like artificial intelligence and its effect on our lives from the home to the workplace;
  • We will explore how social media and search engines have become the gateway to the web;
  • We will explore cyber threats and touch on the Dark Net;
  • We will explore how we are entering the age of experience and what that means for the world;
  • We will explore how the world needs creative thinkers and leaders more ever before and how we need to build human networks more than social ones.

Having successfully completed this module, the student should be able to understand seemingly complex topics in a very simple way. The student will have an understanding of where marketing is going and not just where it is now.

Lecturer: Aidan McCullen

The Digital Marketing Strategy Final Dissertation
Students will be given the opportunity to either work on a specific managerial issue for a company of their choice or academically investigate a research question of their choice, supervised and supported by an experienced member of faculty or a chosen industry expert.


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