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Digital Marketing (Online) – Postgraduate Diploma

  • Status: Open for Applications

  • Campus: Online

  • years: 1

  • Fees: €4,950 (reduced fees available – see Additional Information section below)

Course Overview

Why take this course?

As digital marketing increasingly permeates every industry sector, the key skills acquired in this programme are critical in the modern workplace.

This programme is built on a multidisciplinary foundation with a focus on data analytics, software implementation and marketing using a variety of modern technology and tools.

What will I experience?

This programme will be delivered over a 12-month period (January to December) and is aimed primarily at learners interested in acquiring a highly practical level 9 qualification in digital marketing practice and strategy.

The programme not only provides graduates with a deep understanding and knowledge of digital marketing but equally importantly, also provides the professional digital marketing skills to operate effectively in the modern workplace. In doing so, this programme responds to the identified needs of industry by enhancing the supply of top-class PPC and advertising specialists.

What opportunities might it lead to?

As a result of the Covid pandemic, businesses are spending more and more on digital marketing as they shift their businesses online. It has been noted that digital advertising categories have had a positive outlook in 2020, paid search is projected to show the fastest growth with a 26% increase in advertising spend expected. Other digital advertising categories on the plus side in 2020 include: Social media (+25%), Connected TV (+19%), Digital video (+18%) and Digital display (+15%) (Interactive Advertising Bureau, 2020;, 2020; Statistica, 2020). Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis (Prosperity, 2020). This programme is timely for graduates as it will equip them with the knowledge and skills required to respond to current industry demands.

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Contact Details

Dr. Aisling Keenan Gaylard


Telephone: (090) 6468060

Entry Requirments

Entry Requirements: A minimum 2.2 honours bachelor degree (Level 8 or equivalent) in a business discipline OR a minimum 2.2 honours bachelor degree (Level 8 or equivalent) in a non-business discipline with considerable experience and/or ability evidenced by an RPL portfolio of prior experience and learning. International students must evidence a proficiency in English language. In line with University policies, non-native English speakers are required to have an IELTS level of 6.5 or higher.

Applicants may be requested to attend an interview.

Course Modules

  • Digital Marketing Strategy

    Credits: 10

    The aim of this module is for learners to explore the digital marketing landscape, through detailed analysis of the fundamental differences between traditional and digital marketing. Learners will critically evaluate key factors which play a pivotal role in digital marketing strategy,such as; the digital marketing environment, digital consumers and the digital marketing mix, in order to develop an understanding of the role and importance of digital marketing for modern day businesses.

  • Social Media and Information and Communications Technology Law

    Credits: 10

    This module will equip the learner with an awareness and understanding of the legal and regulatory issues involved in any digital marketing strategy and in the formation of online contracts. This recognition of regulation as a key and central tool of business should enable informed decision-making in digital marketing matters and therefore promote and develop more effective business relationships with clients.

  • Data Interpretation and Web Analytics

    Credits: 10

    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. Analysing how data may be better used to understand customers, enhance customer loyalty and gain new customers through improved profiling and segmentation. Students will also 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.

  • Social Media Marketing and Digital Advertising

    Credits: 10

    Digital marketers and advertisers engage customers personally, across devices and through a multi-channel approach. 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 necessary 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 develop a critical understanding of the channels which are most effective for their target audience and client’s needs. Students will critically evaluate how social media marketing and digital advertising fit into an overall digital marketing strategy and conduct analysis in order to establish how they can be integrated with offline communications for a seamless customer experience.

  • Managing Search Marketing

    Credits: 10

    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 organisation website through search engine optimisation (SEO) tactics and paid advertising campaigns.

  • Digital Technology and Design

    Credits: 10

    The module aims to introduce the learner to various design and technology components underpinning digital marketing channels and brands. Learners will critically evaluate these technologies and their relationship with a brand. They will draw complex information together across various owned media technologies in a live company environment, systematically identifying, designing, and developing technology solutions including website and email, as well as content creation using international best practices.

What can you do after this programme?

Noting the current increased spend on digital marketing there is strong demand for Digital Marketing graduates. Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis. Responding to the impact of Covid and Brexit, Enterprise Ireland are increasingly encouraging businesses to develop their online presence, thereby reducing dependence on traditional markets such as the UK. We expect this will further impact marketing recruitment this year and beyond.

Career opportunities for graduates include:

• Digital Marketing Executive

• E-commerce Operations

• Digital Support Executive

• Digital Marketing Specialist

• Marketing and Communication Officer

• Inbound Marketing Specialist

• Senior Digital Client Manager

• Affiliate Marketing Manager

As a graduate of this programme, you are eligible to be considered for a place on a master’s degree, such as our MSc in Digital Marketing.

Additional Information

Online classes will take place on Fridays from 9.00am to 5.00pm.

Under our partnership with Midland Border East Skillnet a reduction in fees for this programme is available for all qualifying students. As an applicant, you are not required to submit any extra information at application stage. Once you apply and have been offered a place on the programme, MBE Skillnet will contact you in relation to the fee reduction available.

Please note that the running of the programme each year is subject to student numbers. Should the University be unable to form a viable cohort, the programme will not run.

Assessment Information

The students will work on a variety of different types of assessments; group projects, individual lab exams, MCQs, individual projects and end of year paper exams.