Course Overview

DM Key Descriptors


  The MSc Digital Marketing programme at University of Galway is uniquely designed as a specialist programme, which enables students to blend traditional marketing knowledge with the strategic, analytical and digital skills needed to enter the digital marketing workforce. Open to business and non-business conversion graduates, students joining the programme originate from Ireland, Austria, Brazil, Canada, China, Germany, India, Iran, Malta, Morocco, Nigeria, Saudi Arabia, Taiwan, UK, USA.

The roles that students secure reflect the diverse needs of employers and the importance of students possessing transferable skills to meet these needs, these roles include:

  • Digital Content Creator
  • Social Media Strategist
  • Website Content & Listing Editor
  • Search Engine Optimisation Analyst
  • Digital Marketing Manager
  • Campaign Operations Analyst
  • Marketing Partnership Manager
  • Digital Marketing Strategist
  • Data and Analytics Specialist
  • Digital Analyst
  • PPC & Paid Social Specialist
  • Account Executive
  • Digital Channel Executive
  • E-Commerce Executive
  • Founders of own companies

To learn more about this amazing programme, click the links below to hear from our current students and graduates!

Marketing Events

In 2023 the MSc Digital Marketing and MSc Marketing Practice students unpacked the hype around the Metaverse and Web3. Alex Hamilton, Head of Innovation at Dentsu Creative UK delivered this Marketing Event and introduced students to the Metaverse Toolkit of Virtual Worlds, Custom Experiences, NFTs and Digital Items. 

MSc Digital Marketing Event 2023


2023/2024 Class - Team Building Day at Wildlands

Wildlands 2023-2024 team building event


Applications and Selections

You can apply from the following link

Who Teaches this Course

Dr Patricia Mc Hugh
BComm, MBS, MMII, PhD.
Programme Director MSc Digital Marketing
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Dr Declan Fleming
B.Comm., M.B.S.,Ph.D.
Lecturer Above The Bar
Room 337
Cairnes Building
University of Galway
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Prof Christine Domegan
B. COMM., M.B.S., Ph.D.(NUI)
Personal Professor
Marketing Discipline
J.E. Cairnes School
of Business & Economics
University of Galway
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Dr Ann Torres
B.A., M.B.A., PhD.
View Profile

Requirements and Assessment

Key Facts

Entry Requirements

Normally a H2.1 degree (NFQ Level 8 or equivalent). However, candidates with a significantly high H2.2 honours degree and who have achieved a 2.1 average within a relevant Marketing specialism in a business degree, will also be considered. The programme is open to graduates of all disciplines. Applicants from a Non-Business/Marketing degree background, applying as a conversion programme, are required to successfully complete an online Principles of Marketing test, as specified by the Marketing Discipline, prior to commencement of studies. IELTS score of 6.5 or equivalent, if applicable. 


Additional Requirements

Recognition of Prior Learning (RPL)


1 year, full-time

Next start date

September 2024

A Level Grades ()

Average intake

45–50 (some shared modules)

QQI/FET FETAC Entry Routes

Closing Date

Please refer to the offer rounds/closing date web-page.

NFQ level

Mode of study

ECTS weighting




Course code


Course Outline

The Programme will develop the students’ knowledge, skills and critical understanding of digital marketing to an advanced level. Given the relentless pace of change in Digital Marketing, students will be exposed to the latest cutting-edge ideas, strategies, techniques and digital marketing frameworks through the analysis of industry best practice.

Students will create digital portfolios of content including podcasts, pitches, campaigns and videos. 

Assessments include applied projects, reports, pitches, campaigns, audits, presentations, case studies 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 13 obligatory subjects and complete an Applied Marketing Project.

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Some courses allow you to choose subjects, where related modules are grouped together. Subjects have their own required number of credits, so you must take all that subject's required modules and may also need to obtain the remainder of the subject's total credits by choosing from its available optional modules.
A module you may choose to study.
A module that you must study if you choose this course (or subject).
Required Core Subject
A subject you must study because it's integral to that course.
Most courses have 2 semesters (aka terms) per year, so a three-year course will have six semesters in total. For clarity, this page will refer to the first semester of year 2 as 'Semester 3'.

Why Choose This Course?

Career Opportunities

Graduates find employment in a wide variety of industry sectors with companies such as:
Microsoft, LinkedIn, Google, Hubspot, RezSocial (USA) Rentokil Initial, Enterprise Ireland,
VHI Healthcare, Pendo (USA), Dell Technologies, Logitech, Galvia AI, Moz, Agency EA
(USA), Beantown Media Ventures (USA), Sony Music Entertainment and Wolfgang Digital.

Professional Development

The MSc. Digital Marketing programme strives to build the technical skills of students with a repertoire of globally recognised certifications, sought-after by potential employers. These certifications derive from the Hubspot and Google Analytics Academy. MSc Digital Marketing Students, under special arrangements with the Marketing Institute of Ireland (MII), sit the MII Qualifier Exam, enabling them to become full members of the Marketing Institute and use the letters MMII Grad after their name, as well as being listed in the Marketing Institute’s Register of Qualified Marketers.

Best Practice Module Delivery

The delivery of modules offered in the MSc Digital Marketing combines academic and industry excellence.  

Good Links with Relevant Industries and Recruiters

Graduates are well equipped to work in a diversity of sectors and industries, including profit, non-profit/charity and government initiatives such as Road Safety Authority and Safefood. ‌

Marketing Tag Cloud

Applied Projects

Each year, students have the opportunity to apply digital marketing skills to real life company challenges, for both commercial and not for profit enterprises, across industry sectors such as health care, health technology, tourism, finance, software, the environment and business services.

Averil Tyrell, Marketing Specialist, An Post Insurance

“The calibre of innovation and creativity in this Master’s Programme is excellent. Students produced digital campaign ideas for An Post Insurance that capture imaginations, drive engagement and help create a buzz around our brand and our products. The knowledge and skills these students possess is fantastic and this type of industry engagement by the MSc Digital Marketing Programme benefits all involved – the students, the programme and most definitely An Post Insurance”.

Safefood Ireland
Safefood Ireland continually seeks graduates from University of Galway for their Research Fellowships.

Healthy Cities, HSE Initiative
Students have been working with Healthy Ireland on the National Physical Activity Plan, 2013-2025.

Fiona Donovan, Project Manager for National Healthy Cities and Counties, Health Promotion and Improvement, HSE

“It was a great opportunity for Healthy Galway City to work with the students. They had the opportunity to contribute to the discussion and implementation of national policy at the local level, a key skill required for our future leaders”.


Digital Marketing Masterclasses


Site Visit to Aerogen

Aerogen site visit

Inbound Marketing & Content Creation Masterclass with Food PR and CommunicationsFood PR and Communication Masterclass
A Complete Guide to Content Creation Masterclass with Razi Thazathe PeedikaRazi Thazathe Content Creation Masterclass 
Digital Sales Management Masterclasses with DiligentDiligent Masterclass 1Diligent Masterclass 2Diligent Masterclass 3
Career Inspiration EventCareer Inspiration Event 1L-R: Sagar Arora (Sidekick Media), Fiachra Mulkerrins (The Marketing Department) Laura Lane (HubSpot), Brían Murphy (Magnitu).

Career Inspiration Event 2







Who’s Suited to This Course

Learning Outcomes

Transferable Skills Employers Value

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€11,140 p.a. (including levy) 2024/25

Fees: Tuition

€11,000 p.a. 2024/25

Fees: Student levy

€140 p.a. 2024/25

Fees: Non EU

€19,500 p.a. (€19,640 including levy) 2024/25

Postgraduate students in receipt of a SUSI grant—please note an F4 grant is where SUSI will pay €4,000 towards your tuition (2024/25).  You will be liable for the remainder of the total fee.  A P1 grant is where SUSI will pay tuition up to a maximum of €6,270. SUSI will not cover the student levy of €140.

Postgraduate fee breakdown = Tuition (EU or NON EU) + Student levy as outlined above.

Note to Non EU students: Learn about the 24 month Stayback Visa here

Find out More

What Our Students Say


Aditya Kadam |   MSc Digital Marketing scholar 2022-23

One of the most fantastic experiences I have ever had in my life was studying in Galway. The fact that the university is itself among the Top 250 Universities attests to its high caliber. Being a student at a university of this caliber is undoubtedly demanding but also thrilling. I came to the realization that all the challenges I had while attending the University of Galway had shaped me into a more analytical and active person. The university prepares students for a work world that requires them to be active. The metropolitan atmosphere and the environment of international students are the most intriguing aspects despite all the difficulties. The city has a bike-friendly atmosphere, so I was able to ride my bike anywhere! The city is ideal for studying because of its peaceful atmosphere. Being one of the most diverse cities for students, according to The Times, allowed me to meet a lot of people from all cultures, learn about their customs, work with them, and undoubtedly sample a variety of delectable cuisine.

Dana Marshall |   MSc Digital Marketing scholar 2021-22

Receiving the EU Business Merit Postgraduate Scholarship has meant that I have been able to continue my studies in an area that I am extremely passionate about. I was delighted to be accepted into the Msc Digital Marketing program in the J.E Cairnes School of Business. This program immerses you in industry, builds confidence and brings marketing theory to life. The MSc Digital Marketing course unpacks the fundamentals of marketing with a strategic and tactical approach. You really delve deep into marketing concepts while having the opportunity to bring them to life through projects with real-world companies like WorkCompass and The Eden Project. I would highly recommend this course to anyone who has an interest in Digital Marketing.

Aoife Bell |   MSc Digital Marketing Scholar

I would highly recommend this program to anyone who is passionate about the digital aspect of marketing as you gain valuable knowledge into topical areas of interest for future employers such as marketing analytics, social media marketing, content creation and digital sales management, to name a few. The course fully immerses you in the Digital Marketing world, where you are given the opportunity to attend captivating talks from industry experts and attain valuable certifications from accredited marketing organisations such as HubSpot. The course was well-balanced between learning important theory and practising what we learned through interactive class discussions, group projects, presentations and pitches. I can confidently say that I am a well-rounded marketer and prepared to bring these valuable lessons and skills learnt from this course into the real world of marketing!

Shubham Ghildiyal |   PPC Marketing Executive at Rentokil Initial Ireland

The MSc Digital Marketing program is designed with an industry-oriented approach which provided me with the opportunity to work with people from different backgrounds and cultures on projects focusing on all aspects of Digital Marketing. The concepts taught in the program created a strong foundation which is something that has benefited me deeply as I started working in Ireland

Sejal Jamsandekar |   Digital Performance Specialist at The AA (Ireland)

I'd recommend this course to anyone who is enthusiastic about how online marketing works. Each of the lecturers at NUI Galway are an expert teachers and researchers in their own fields

Ciara Shaughnessy |   Marketing Specialist at Vhi Healthcare (graduate 2017)

The course is precisely structured to provide a perfect blend of constantly advancing theory, and rewarding practical digital projects for real businesses. This combined learning approach was next to none in terms of its quality and ability to prepare me for the working world

Conor Buckley |   Digital Marketing Executive @ Smyths Toys (graduate 2017)

My communication and organisational levels, along with my eye for detail were all enhanced, as I completed work for meticulous lecturers

Hita Prem |   Digital Marketing Consultant at Diatec - Digital Project Del

The focus on building technical skills with a mix of street smart marketing is what gave me the confidence I was looking for. What make this course valuable are the various marketing tools, theories and effective strategies taught to the students from the very beginning. All in all, I am capable of having healthy discussions with the big guys in marketing. That's a win if you ask me!”

Sean Higgins |   Digital Marketing Strategist at QuinnBet

I have learned many valuable skills still being used now such as working well as part of groups, juggling different workloads and deadlines which helped me settle into my first marketing job with minimal effort

Recognized by National and International Experts

Dr. Lorna

Dr. Lorna Ruane |   Director of Research and Analytics at Spotlight Oral Care

By strongly incorporating industry into the programme, students have the opportunity to apply what they are learning to industry environments. This is hugely beneficial in preparing students for entering the jobs market

Siobhán McGinty |   TitleTeam Manager, International Champions at HubSpot

The MSc. Digital Marketing is an excellent programme which combines both strategic and tactical modules taught by experts in their fields. This means that graduates are well-rounded marketers and with the highest standard of up-to-date knowledge of the latest digital trends and tactics
in Connect with Siobhán

Aoife Kelly |   Senior Product Manager at Genesys

It’s great to see a Master’s Programme focus on the development of essential technical skills from recognized digital leaders such as Google and Hubspot. These skills, on top of a Masters qualification, add significantly to the employability of the students

Conor Madden |   Sales Director, TitanHQ

Like any other Marketing medium, the people managing your Social Media campaigns need first and foremost to understand the fundamentals of Marketing. When you’re looking at social medial through those eyes, you’re in a much better position to use it as an effective Marketing tool. The NUIG Marketing Masters Programme delivers really well on this which is why we continue to recruit from their graduate pool.

AACSB - Global Accreditation

AACSB - Global Business Accreditation 2

AACSB is the longest-serving global accrediting body for business schools, and the largest business education network connecting students, educators, and businesses worldwide

Learn More >‌

Higher Education Awards


Gradireland best business



Best Postgraduate Programme shortlisted GradIreland 2020

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