Name: Dianna Carmody
Course: MSc in Digital Marketing and Analytics
Why did you choose to study at TUS?
I chose this master’s at TUS because I had such a positive experience there during my undergraduate degree in Business with Marketing and Management. I made fantastic friends, felt right at home, and really valued the support from lecturers.
I also wanted to specialise further in digital marketing and strengthen my analytical skills, and returning to TUS felt like a natural choice as I had such a great undergraduate experience there.
What mode of study did you choose and why?
I chose the Level 9 Master’s in Digital Marketing and Analytics because I wanted to deepen my knowledge and become more strategic in my approach to marketing. During my undergraduate degree, I developed a strong interest in digital marketing, but I wanted to go beyond the creative side and really understand the analytics and data behind decision-making.
Digital marketing is constantly evolving, and I felt that gaining stronger analytical skills would give me a competitive edge and prepare me for more roles in the future. I saw the Level 9 as the right challenge to push myself academically while building practical, in-demand skills.
What were the most difficult and most enjoyable aspects of your programme?
The most enjoyable part of the programme was completing my digital consultancy project. Although it was challenging and required a lot of discipline and strategic thinking, it was incredibly rewarding. I had the opportunity to collaborate with a brand I genuinely admire and support them with their digital strategy. Being able to apply everything I had learned in a real business context made the project feel meaningful and impactful.
Through the process, I also built strong professional relationships with the business. We keep in touch and speak occasionally, which makes the experience even more valuable. It wasn’t just an academic assignment; it created real connections and practical experience that I’ll carry forward in my career.
How has this mode of study helped you in your academic career?
The blended/flexible mode of study helped me become more independent, organised, and confident in managing large projects. It allowed me to apply theory directly to real business challenges, especially through my digital consultancy project. Within just a month of finishing the digital consultancy project, a company reached out to me offering an eCommerce Executive role, which showed how valuable the practical skills and experience I gained during the programme were in advancing my career. It gave me a competitive edge compared to other applicants.
What advice would you give to prospective researchers/postgraduate students?
I would say be prepared to work hard, stay organised, and be curious. This industry is very competitive, but at the same time, there are so many businesses that genuinely need digital marketing and analytics support in their day-to-day operations. If you focus on building real, practical skills and understanding how to apply them, it opens a lot of opportunities. Don’t just study for grades, get hands-on experience wherever you can, try help businesses you are genuinely interested in for your digital consultancy project because you will have the “grá” for wanting to learn and you will develop the skills you have learned throughout the course. Don’t forget to ask questions and make connections. The skills and relationships you build now can have a real impact on your career later.