Digital Marketing & Analytics (Postgraduate Diploma, L9, 60 ECTS)

The aim of this module is to equip learners with the appropriate knowledge and skills required, in order to develop a comprehensive digital marketing strategy in today’s business environment. Students will gain a comprehensive understanding of the various theoretical elements which underpin marketing strategy in today’s digital world. Students will also get the opportunity to put their theoretical learning into practice through a live company project. This project will task students with developing a digital marketing strategy for the live company to help them acheive their digital marketing goals and business objectives.

The aim of this module is for learners to critically evaluate the relevant combination of digital channels to engage with a consumer throughout their relationship with a brand.  They will assess various owned media technologies in a live company environment, systematically identifying, designing, and developing technology solutions. This will include website design and email marketing, as well as video, content creation and mobile apps.

This module aims to equip the learner with knowledge and understanding of the key principles and legal regulations in the area of social media, data protection and trademarks online. The learner will research and analyse areas such as obtaining Irish, EU and global trademarks, GDPR, direct marketing rules when using email etc, strategies for retention and deletion of data, new and upcoming online offences re hate speech, harassment, defamation, the limitations on freedom of speech online and the protection of the right to privacy online etc. Working on a live company allows the learner to interpret and apply the legal regulations to a digital business and propose an effective strategy involving social media policies and data protection policies.

This practical module explores contemporary issues in digital marketing communications and the management of social media and digital advertising activities. The purpose of the module is to provide students with skills, frameworks and experiences that are required for developing and managing creative and integrated social media marketing and digital advertising campaigns, that are well targeted, implemented efficiently and within budget. Students will learn how to target new and existing customers via social media marketing and advertising and understand which of the available channels are most effective for their target audience. Students will learn how social media marketing and digital advertising fit into an overall digital marketing strategy and how they can be integrated with offline communications for a seamless customer experience.

This module will provide the learner with the knowledge, competencies and skills to understand, develop and implement search marketing activity in an organisation. The learner will be given the skills to drive targeted, high converting traffic to an organisations website through search engine optimization (SEO) tactics and pay per click (PPC) campaigns.

Students will learn how to use data to drive their marketing activity and measure the effectiveness of their website, including how to set appropriate KPI’s for digital channels in order to measure effectiveness. Students will have a clear understanding of how to measure and monitor their online audience. Learners will explore and evaluate how businesses may make use (or better use) of big (and not so big) data to improve business decision making and overall performance, including how data may be better used to understand customers, enhance customer loyalty and gain new customers through improved profiling and segmentation.

Modules are to be delivered over one year in an online learning format.

Timetable Details: Wednesday 7pm – 9pm

Number of Weeks: This course runs from September to June and is broken down into 3 semesters. Each semester runs for 12 weeks. The total number of study weeks is 36. The structure of the year is as follows:

Semester 1: September – December

Semester 2: January – April

Semester 3: April – June

Number of Days/Evenings per week: Online recorded lectures for the modules in each semester will be provided to students at the start of each teaching week. Students will then partake in a live online tutorial class from 7pm – 9pm each Wednesday throughout the semester. Extra learning material will also be provided to students throughout the weeks.

The proposed delivery schedule is subject to change.

Each 5 credits will normally equate to approximately 100 Total Learning Hours. Total Learning Hours includes the time you spend in class (lectures, tutorials, practical elements) and the time you spend completing work outside of college. The balance between these two varies by discipline, and by level of study. You should bear in mind that the workload will increase at particular times e.g. when assignments are due.

Postgraduate Diploma in Science in Digital Marketing & Analytics (Level 9, 60 ECTS)

This programme was HCI funded in 2024.

Successful applicants in employment qualify for 90% Springboard+ funding & are liable for the balance of the 10% fee of €670.

Successful applicants on a qualifying DSP payment qualify for 100% funding.

TBC

Places are allocated on a first come first served basis, prioritizing unemployed and returning applicants. Course will be closed once the maximum number of applicants is reached. Courses run subject to viable numbers.