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Digital Marketing – HDip

  • Campus: Moylish, Limerick City

  • years: 1

Course Overview

This programme is aimed at non-digital marketing graduates who are looking to advance their careers by gaining a qualification in digital marketing. The programme will be of interest to those with a non-business qualification, but with experience of or interest in marketing and who may be considering moving into a digital-marketing role, along with those self-employed or in employment who require cross-skilling or up-skilling in digital marketing techniques but with a strong focus on the relationship between the various business support functions, including marketing, strategy and digital marketing.

This programme would be of benefit to anyone interested in a career in Digital Advertising, Social Media Marketing, Marketing Optimisation, Marketing Management, Branding and related areas.

Contact Details

Cara Callaghan


What are the entry requirements?

An honours degree (level 8) in a non-digital marketing or a non-cognate discipline or approved equivalent qualification. Priority of entry will be given to applicants with a higher classification of award.

Special Case Registrations

Prospective participants who do not meet the entry requirements for the programme, but who may qualify for admission by meeting certain other equivalent criteria, should apply to the Business and Humanities Faculty Office for consideration.

Course Modules

  • Contemporary Marketing

    Credits: 5

    The aim of this module is to provide the learner with a practitioner level understanding of the theories and application of marketing in contemporary business environments. This will be achieved through analysis of marketing management concepts, frameworks, strategies and theoretical underpinnings.

  • International Marketing Strategies

    Credits: 5

    The aim of this module is to develop learners’ abilities to evaluate critical issues in international marketing and to equip them with a sound knowledge-base of marketing planning in the international and global arenas. During the course of the module international market analysis will be informed by discussions around the key concepts in international marketing, the strategic context for internationalisation and managing both the international marketing effort and international marketing relationships.

  • Sales Processes

    Credits: 5

    As a result of new economic, technical and competitive dynamics, organisations are becoming more market-oriented and customer-driven. The aim of this module is to introduce learners to the key principles of personal selling and the dynamics of the sales process through theory and practice. The learner will gain an understanding of the role and function of personal selling as part of the marketing mix. Techniques in identifying and locating perspective customers, lead generation, understanding customer needs, formulating strategies for approaching consumer and organisational buyers, planning individual sales interviews, presentation, demonstration, handling objections, closing the sale and servicing customer accounts are covered in theory and practice.

    The primary responsibility of a salesperson is to conclude a sale successfully. The learner will gain an understanding of the key responsibilities of a salesperson and the importance of preparation in improving sales success in both sales negotiations and pure selling. This module aims to give the learner an opportunity to develop their selling skills and understanding of the environment within which all businesses operate and the ways in which different organisations are structured.

  • Social Media Marketing

    Credits: 5

    Students of this module will be introduced to the social media landscape and the key concepts of social media marketing. They will learn how social media fits into within organisation’s digital marketing strategy and can be integrated with other marketing activities. Students will learn how to target new and existing customers through the use of social media marketing, evaluating the various social media platforms in order to establish which are most effective for their target audience. Students will also examine how social media can help develop a brand and increase engagement and be exposed to social media listening and monitoring tools in order to measure the effectiveness of the organisation’s social media strategy.

  • Strategic Management Concepts

    Credits: 5

    Strategic Management Concepts examines the theory and practice of strategic management within an organisational context, providing an understanding of the main elements and implications of strategy. Strategic position along with the impact on strategy of the macro environment, the industry environment, the organisations strategic capability, the stakeholders and the organisational culture are examined utilising theory and application.

  • Website Design

    Credits: 5

    The aim of this module is to provide learners with the knowledge required to create an effective website for a business. Learners will develop practical skills in website creation using industry recognise content management systems such as Wix or similar. Students will learn about web design principles and how to optimise websites to ensure positive user experience. Students will develop practical skills in evaluating website content and will be proficient in content planning/writing. Students will learn the principles of search engine optimisation in order to understand how to create website content that is optimised for both users and search engines.

  • Analytics for Strategy

    Credits: 5

    Students will learn how to analyse data to drive an online strategy and maximise performance. Using Analytics tools students will gain a clear understanding of how to measure and monitor their website & social media audiences in the areas of demographics, acquisition, behaviour and e-commerce. Learners will identify the important KPI’s, assess performance in those areas and develop a strategy to enhance marketing and business development strategies.

  • Brand Management

    Credits: 5

    The aim of this module is to provide the learner with a practitioner level understanding of the theories and application of branding in 21st century business. The module will examine the importance of creating and managing brands as well as the branding strategies employed across various brand leaders. Contemporary issues in branding will also be explored such as the use of social media, brand communities and the growth of the global brand.

  • Global Business Management

    Credits: 5

    The aim of this module in Global Business will help you assess opportunities, manage risk, and create and capture value for the organization. It will explore the economic, political, and social factors driving change, and learn how decisions affect global markets—and your business.

  • Mobile & Local Marketing

    Credits: 5

    Students of this module will learn about the role and importance of mobile marketing as one of the leading disruptive technologies of our time. Students will examine the various elements of the mobile marketing toolkit and will be required to think about how they can develop a mobile marketing strategy as part of an oranisation’s digital marketing strategy. Students will also assess how an organisation can optimise their mobile presence in the form of mobile response websites and through the design and development of mobile apps.

  • Strategic Management Practice

    Credits: 5

    Strategic Management Practice examines theory and practice of strategic management in an organisational context. Strategic analysis is explored, along with the organisational considerations of deciding on exact strategies to follow and the implications of strategic choices & evaluation in dynamic and global environments.

    The module provides a practical understanding of the main elements and implications of strategic management including an understanding of strategic development processes. Together with an understanding of the structures, processes, resources and relationships which form the bases for strategic implementation.

    The module also investigates how internal leadership styles, varying organisational cultures and change management styles and perspectives impact on the implementation and practice of strategic management. It also explores strategy from the perspectives of organisational effectiveness and measurement.

  • Strategic Sales Management

    Credits: 5

    Strategic Sales Management is an important key to success. With the emerging nature of global and competitive markets, the onus is on the sales team within most business organisations to provide that vital edge. The goal of this module is to examine the elements of an effective sales force as a key component of the organisation’s total marketing effort. This module examines the managerial issues surrounding sales force management, such as sales force training, motivation and compensation. The module also explores the sales control mechanisms, such as sales forecasting, sales analytics, sales budgeting, cost analysis, territory management and performance evaluation. These techniques and skills are applicable to a wide variety of management and sales management roles.

What can you do after this programme?

On successful completion of this programme, you will be able to:

  • Devise Search Engine Optimisation strategies and Pay per Click Campaigns
  • Develop a Digital Marketing Strategy to be used as part of a firm’s overall integrated marketing communications activities
  • Evaluate, plan and implement a content strategy using digital technology and Online PR for a positive user experience online
  • Evaluate progress across key digital platforms using various consumer insight and data analytics tools

Graduates will be equipped to work in Digital Advertising, Social Media Marketing, Marketing Optimisation, Marketing Management, Branding and related areas. ​

On completion of this programme, graduates will also be able to apply for Level 9 qualifications in the field of business including TUS’s own Master of Business in Strategic Management & Marketing.​