MSc Digital Marketing Strategy Timetables and Modules

Note: Modules offered each academic year are subject to change. Listed below are the modules and timetable for 2021/22

Michaelmas Term

Hilary Term

Trinity Term 


  • Digital Marketing Strategy

  • Data Analytics and Market Research

  • Digital Marketing Communication

  • Digital Design and User Experience

  • Emerging Trends in Digital Technology

  • Research Methods
  • Digital Marketing Implementation

  • Digital Analytics

  • Social Media Marketing

  • Ethical Business for Digital Marketing
  • 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
  • Digital Business Models

  • Innovation and Leadership

  • Sales Management

  • eCommerce

  • Consumer Value Management


Michaelmas Term 

Hilary Term 

Trinity Term 

Electives (Not available in Trinity 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.

  [Back to Top]

Data Analytics and Market Research (5 ECTS)

This course will provide a framework to successfully implement analytics and Big Data in an organization. In this framework we will discuss how to acquire data, how to analyse this data and how to transform the resulting insights into actions.  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:
  • Identify the appropriate methodology for a given managerial problem
  • Apply descriptive analytics
  • Apply predictive analytics
  • Translate analytical results into substantive managerial advice

  [Back to Top]

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;
  • Create and end to end Digital Marketing Plan for a business of their choice;
  • Understand how to assess and measure the impact of digital marketing on business goals.

  [Back to Top]

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 behaviour 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.

  [Back to Top]

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.

  [Back to Top]

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.

  [Back to Top]

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:

  • Critically examine the key technologies that drive digital marketing practices across the primary channels of search, display, email, social, mobile
  • Introduce and apply a framework for evaluating and improving a product or service digital presences and digital marketing campaigns
  • Build hands on experience with website and digital marketing technologies

  [Back to Top]

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.

  [Back to Top]

Digital Business Models (5 ECTS)
This course will dig in the digital business models realities and new trends in different competitive landscape and industries. It will begin with an overview of how the Internet and a digital worlds impact Firms’ Strategies and Business Models. Then major strategic layers and digital business models will be discussed before analysing today’s challenges and formulating prospective diagnosis for pure-players and bricks-and-mortars. There will be a comprehensive introduction to Business Models Canvas and Value Networks, focusing on how they are impacted by a Digital Era.
Having successfully completed this module, the student should be able to:

  • Identify and describe the constitutive elements of digital business models
  • Understand the managerial challenges of developing successful digital platforms
  • Explain the corporate strategy implications of digital ecosystems
  • Develop a forward-looking approach to digital business models

  [Back to Top]

Innovation and Leadership (5 ECTS)
The goal of the course is to enable students to understand innovation and leadership dynamics to act as innovative leaders within and across organizations. This will be achieved analysing the main innovation strategies (market, technology and design driven innovation), the main innovation models (disruptive innovation) and focusing on the human side of innovation, both focusing on people using innovation (innovation of meaning) and on the organizational enabler to foster innovation (agile mindset).
Having successfully completed this module, the student should be able to:

  • To understand how theories and models can support innovation decisions
  • To critically analyze real innovation cases through theoretical lenses
  • To identify relevant innovation trends and critically analyze them
  • To improve collaborative attitudes applying frameworks to existing cases

  [Back to Top]

Research Methods (5 ECTS)
The objective of this module is to equip students with the required research skills in order to successfully complete their company project/ dissertation module. The module exposes students to the fundamental concepts and philosophy of research, with a specific focus on the practice of market and consumer research. This course looks at each stage of the research process, including teasing out research problems, developing research questions and research proposals, designing and planning a research strategy, collecting and analysing secondary and primary data, and presenting the final results.
Upon the successful completion of this module, students should be able to:

  • Demonstrate a systematic knowledge and understanding of the main approaches to research required of the Masters dissertation
  • Demonstrate an ability to identify and critically review academic literature/secondary data
  • Evaluate different research approaches available to answer the research questions and employ appropriate methodologies to collect both quantitative and qualitative data
  • Identify appropriate statistical procedures to perform basic analysis of quantitative data
  • Develop skills in report writing, presentation, communication and project management

  [Back to Top]

This subject is concerned with the changing nature of technology and human interaction with technology in the digital era.  Whether we are a digital native, baby boomer, gen Z or a millennial our lives have been changed by technology. This course aims to help attendants to grasp the full extent of these changes and comprehend the implications (opportunities and threats) of the digital “evolution”.

Having successfully completed this module, the student should be able to understand there seemingly complex topics in a very simple way.

  • The candidates will have an understanding of where marketing is going and not just where it is now.
  • Explore some of the challenges of emerging technology including business disruption and the need for innovation.
  • Understand how we are entering the age of experience and what that means for the world.
  • Demonstrate an ability to identify and critically review how marketing is going to be impacted by emerging technology such as artificial intelligence.

  [Back to Top]

Sales Management (5 ECTS)
How customers engage with businesses continues to evolve and adapt as the business environment responds to new digital technology, new competitors, changing buyer behaviours and political issues. Addressing such challenges, this course presents the principles and practical applications of successful personal selling and sales management within the business environment. The course will cover the importance of sales process, leadership, sales strategy, ethics, sales and productivity tools in the context of the customers buying journey.

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

  • Understand and critically evaluate fundamental principles of buying and personal selling.
  • Understand how personal selling and sales management is changing as the business environment involves embracing new digital technologies and new ways of engaging customers. 
  • Evaluate the linkage between sales and marketing as part of the customers buying journey.
  • Recognize and critically assess the role of leadership, ethics, sales process and sales strategy.
  • Recognize the importance of digital technology on sales.

  [Back to Top]

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.

  [Back to Top]

Digital Analytics (5 ECTS)

Marketing professionals today are required to understand Digital Marketing Analytics. It is vitally important that you, as a marketer know how to compare and use specific analytics tools, understand the data that these tools provide and recognise how this data can be used to drive business decisions. 

In your role as a marketer, you will most likely perform or work closely with those who perform a variety of roles, which may include: 

  • Front End Developer
  • User Experience Researcher and Designer
  • Product Manager
  • Sales Executive and Account Manager
  • Data Scientist and Business Intelligence Analyst

After successful completion of this module, you will be able to:

  • Set up Google Analytics and use Google Tag Manager to implement event-based goal tracking on websites and understand the resulting data
  • Use advanced Google Analytics features and understand attributions models
  • Set up A/B tests using Google Optimize and be able to test landing page performance
  • Link Google Analytics, Google Ads and other relevant data to Google Data Studio and create interactive dashboards or reports that visualise campaign and website performance
  • Collect data relevant to specific KPIs and generate insights using the tools studied to understand the impact of marketing strategies and tactics. 

  [Back to Top]

The Digital Marketing Strategy Final Dissertation or Company Project (30 ECTS)

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

  • Define, introduce and outline a research question, contextualise the topic in its wider research area, demonstrate the motivation for the research and indicate to whom it is relevant.
  • Demonstrate an ability to identify and critically review relevant theory via academic literature, and information via practitioner orientated publications, industry reports and other relevant secondary data sources using the techniques and tools learned in the programme
  • Describe the methodology being applied (including data collection and analysis) and justify that it is appropriate to the research question under investigation.
  • Collect, analyse and evaluate secondary and/or primary data (including but not limited to company/industry specific data, descriptive statistics, interviews, cases, graphs etc. and present it within a coherent, rigorous and analytical framework).
  • Apply the appropriate organization and management skills required to design and execute an individual learning task of substantial scope and depth that is largely self-directed and self-motivated.
  • Produce an individual written document in adherence with professional and academic standards.