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

Timetable and Modules

Note:  Modules offered each academic year are subject to change. Listed below are the modules and timetable for 2019/20.

Michaelmas Term
Hilary Term
Trinity Term
Digital Marketing & Strategy Digital Marketing Implementation Dissertation or company research project - this project allows students to showcase the knowledge they have gained and enhance their career potential by specialising in a particular area
Data Analytics and Market Research Consumer Value Management
Digital Marketing Communication Social Media Marketing
Digital Design and User Experience Research Methods
Ethical Business for Digital Marketing  

Emerging Trends in Digital Technology

Electives (choose two in Hilary Term)

Module Descriptions

Digital Marketing Strategy (5 ECTS)
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 successfully completed this module, the student 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.

Data Analytics and Market Research (5 ECTS)
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:

  • Be 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.

Digital Marketing Communication (5 ECTS)
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.

Social Media Marketing (5 ECTS)
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:

  • Define, understand and critically evaluate key social media marketing concepts and frameworks;
  • Understand consumer behaviours and motivations within the social media context;
  • To understand the practical business requirements to successfully audit, critique, strategize and implement at a tactical level.

Ethical Business for Digital Marketing (5 ECTS)
This module focuses on critically analysis of digital marketing’s shifting role in society and relationships and tensions between marketing practice and society, with a particular focus on digital marketing and the ethical challenges that most practitioners today are not yet fully aware of. In order to equip students with the analytical tools to address these issues professionally and proactively, the module introduces a wide variety of perspectives on marketing beyond commercial marketing by exploring the role, dynamics and impact of corporations in the creation of social, sustainable, and economic value. In doing so, the class will provide vital background information on the complex contexts that digital marketing has to navigate today in order to be successful, including a brief introduction to data ethics and other digital ethics issues.

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

  • Describe and interrelate current social and digital trends by using different theoretical lenses to determine the role of marketing in society; 
  • Critique a range of key discourses and themes reflecting changes in society, and explain how these changes impinge directly and indirectly on digital marketing decision-making and practice;
  • Be familiar with the basics of major ethical theories and current challenges in digital ethics;
  • Work effectively both as a member of a team and independently, by actively contributing to group discussions, reflecting on your own thoughts and opinions, and devise different persuasive arguments using oral and written communications;
  • Appraise the relationship between digital marketing and society, particularly the good and bad that marketing can bring to society, and justify a way forward as a responsible marketing practitioner.

eCommerce (5 ECTS)
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;
  • Articulate the factors critical to eCommerce success;
  • Understand the key operational and legal aspects of eCommerce.

Digital Design and User Experience (5 ECTS)
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.

Digital Marketing Implementation (5 ECTS)
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.

Digital Business Models (5 ECTS)
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.

Research Methods (5 ECTS)
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.

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;
  • 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.

Sales Management (5 ECTS)

Advertising Management (5 ECTS)
In this module we examine advertising management through the  disciplines of account management, strategic planning from creative and media and digital viewpoints, media planning, creative, research and effectiveness evaluation. We look at the theories underpinning how advertising works; the expansion of media channels and the implications that flow from this; how communications campaigns are created; channel selection and planning; the role of the consumer insight in the formulation of planning and creative strategy, the role of creativity and the increasing functional importance of measurement effectiveness in advertising campaigns. We examine the evolutionary nature of advertising and current trends which affect the management of campaigns.

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

  • Understand the advertising process from client and agency side from brief to final delivery and evaluation;
  • Know the structure of advertising agencies and other agencies involved in the process;
  • Be aware and have a point of view on the theories of how advertising works;
  • Know what information is required in order to prepare a brief for an advertising and media agency to create a campaign;
  • Prepare a creative strategy based on a client business challenge;
  • Create a creative brief to inspire and inform creatives;
  • Understand the role of creativity and the creative process;
  • Identify a concept from a tactical advertising idea;
  • Evaluate top line advertising campaign concepts and give critical feedback;
  • Understand the executional process of an advertising campaign;
  • Understand the principles around media strategic planning and roles of each channel;
  • Understand the role of research in seeking out a consumer insight, strategic planning and advertising evaluation;
  • Read and evaluate a media plan;
  • Identify and critically review academic literature in relation to theories of advertising and effectiveness;
  • Be knowledgably informed on current trends and issues in advertising. 

Consumer Value Management (5 ECTS)
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.

Innovation & Digital Technology (5 ECTS)
This module covers the challenges companies face in a rapidly changing world due to a range of disruptive technologies. Students will work together to review, analyse, discuss and debate what companies have to do, if not must do, to stay relevant. What worked in the past is no longer acceptable or even tolerated by consumers and based on that new solutions, products and revenue streams are what consumers, shareholders and stakeholders are looking for. A range of traditional/conventional technology solutions as well as new technologies will be covered, analysis will be done on who is using them and the value that they are bringing will be discussed.

The first part of the module will cover what these technologies are and the second part of the module will cover how companies innovate, successfully and unsuccessfully. All of these areas will be brought to life by the respective core articles, case studies and guest lecturer presentations. Accordingly, this module introduces participants to a new suite of technologies, methodologies and frameworks which are being used by 21st century companies today.

The Digital Marketing Strategy Final Dissertation (30 ECTS)
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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