MSc (Digital Marketing)

Course details

The programme content is aimed at preparing graduates for marketing positions in business, particularly in the area of Digital Marketing.

Therefore the programme will assist students to:

• become knowledgeable about a range of Marketing subjects to an advanced level;
• understand how marketing objectives can be achieved through the use of digital technologies;
• develop analytical, oral and written presentation skills;
• acquire and be able to use accepted research methodologies;
• demonstrate your Digital Marketing specialism to prospective employers via an industry based research dissertation.

Key facts

Entry requirements

• The programme is open to recent graduates of all disciplines. Normally the minimum entry requirements will be as follows:
• A second class honours grade 1 Bachelor of Commerce or equivalent business degree, with a significant specialisation in Marketing. Applicants who hold a second class honours grade 2, may be interviewed to ascertain their
• suitability for entry;
• Applicants with a Bachelor of Commerce or equivalent business degree, without a specialisation in Marketing, are expected to hold a second class honours grade 1 or higher;
• A second class honours, grade 1 or higher in the Higher Diploma in Business Studies (level 8);
• Any other applicants, seeking a conversion programme, are expected to hold a second class honours grade 1 or higher; and may be interviewed to ascertain their suitability for entry and also required to successfully complete a
• Principles of Marketing course, as specified by the Discipline, prior to commencement of studies.

Course outline

The programme is offered on a full-time basis over one year. Lectures will commence in the first week of September, with assessments/written examinations during/at the end of each Semester. The programme will consist of lectures, projects, case studies and presentations in the required subjects. A range of assessment methods are used, including essays, projects, reports, presentations, case studies and and/or written examinations. To be eligible for the award of Masters, candidates must successfully complete modules to a total of 90 ects. Students are required to take twelve obligatory subjects and complete a minor dissertation.

A candidate, who has passed all of the modules other than the Research Dissertation with in a period of two years from commencement of the programme, shall be eligible for the award of a Postgraduate Diploma Digital Marketing.

Programme Content

Semester 1 Obligatory Subjects:

• Digital Marketing
• Contemporary Issues in Digital Marketing
• Research Methods
• Marketing Innovation & Commercialisation
• Services Marketing
• Accounting & Finance for Marketers

Semester 2 Obligatory Subjects:

• Digital Marketing Strategy
• Marketing Analytics
• Social Marketing & Sustainability
• Brand Management
• Cases in Marketing Management & Strategy
• Dissertation

Students complete a minor research dissertation under the supervision of staff members.This dissertation will account for 25 ects and must be completed by a date in summer specified by the Marketing Discipline.

Standards:

Honours are awarded only on completion of the programme according to the following scheme and in accordance with the standardised Marks & Standards document (AMT/13/A8/5.1) for Postgraduate Taught Masters degrees.

• H1 70% on the aggregate
• H2.1 60% on the aggregate
• H2.2 50% on the aggregate
• H3 40% on the aggregate