-
Courses
Courses
Choosing a course is one of the most important decisions you'll ever make! View our courses and see what our students and lecturers have to say about the courses you are interested in at the links below.
-
University Life
University Life
Each year more than 4,000 choose University of Galway as their University of choice. Find out what life at University of Galway is all about here.
-
About University of Galway
About University of Galway
Since 1845, University of Galway has been sharing the highest quality teaching and research with Ireland and the world. Find out what makes our University so special – from our distinguished history to the latest news and campus developments.
-
Colleges & Schools
Colleges & Schools
University of Galway has earned international recognition as a research-led university with a commitment to top quality teaching across a range of key areas of expertise.
-
Research & Innovation
Research & Innovation
University of Galway’s vibrant research community take on some of the most pressing challenges of our times.
-
Business & Industry
Guiding Breakthrough Research at University of Galway
We explore and facilitate commercial opportunities for the research community at University of Galway, as well as facilitating industry partnership.
-
Alumni & Friends
Alumni & Friends
There are 128,000 University of Galway alumni worldwide. Stay connected to your alumni community! Join our social networks and update your details online.
-
Community Engagement
Community Engagement
At University of Galway, we believe that the best learning takes place when you apply what you learn in a real world context. That's why many of our courses include work placements or community projects.
Digital Marketing (MSc)
Course Overview
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!
2018/2019 Class—Delphi Adventure Resort Team Building Day
At the start of the year, the MSc Marketing Programme students and the academic discipline go to Delphi Adventure Resort for a full day of team building activities.
2019/2020 Class—Delphi Adventure Resort Team Building Day
Applications and Selections
You can apply from the following link.
Who Teaches this Course

Marketing
Room 337
Cairnes Building
NUI Galway
View Profile

Marketing Discipline
J.E. Cairnes School
of Business & Economics
NUI Galway
View Profile

Dept. of Marketing
Room 322, St. Anthony's
NUI Galway
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
Duration
1 year, full-time
Next start date
September 2023
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 webpage.
NFQ level
Mode of study
ECTS weighting
90
Award
CAO
Course code
MSC-DMKT
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.
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 12 obligatory subjects and complete a week long Summer School (which takes place directly after semester 2 exams end in May) and 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
- Credits
- 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.
- Module
- 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.
- Optional
- A module you may choose to study.
- Required
- A module that you must study if you choose this course (or subject).
- Semester
- Most courses have 2 semesters (aka terms) per year.
Year 1 (90 Credits)
Required MK5148: Applied Marketing Project
MK5148: Applied Marketing Project
12 months long | Credits: 20
The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects an emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Marketing Marketing Event will comprise of an event that reflects a bridge between theory and practice which supports the applied project. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)
Learning Outcomes
- Develop an appropriate research approach to a specific marketing problem.
- Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
- Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
- Critically evaluate the implications of findings from strategic and implementation perspectives.
- Work collaboratively as an effective member of a marketing team to complete a task according to a predetermined brief.
- Communicate ideas in a professional and succinct manner, both orally and in writing.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- DECLAN FLEMING: Research Profile
- MARY GREANEY: Research Profile
- PATRICIA MC HUGH: Research Profile
- Sheila Malone: Research Profile
Note: Module offerings and details may be subject to change.
Required MK5146: Consumption & Society
MK5146: Consumption & Society
Semester 1 | Credits: 5
This module will provide you with an understanding of the foundations of consumption and society. As part of this module, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary perspectives related to consumption and society. Specifically, you will be introduced to a range of themes that are prevalent in today’s consumerist society, as well as models and theories. Particularly emphasis will be paid to the application of these themes in practical contexts. We will also assess the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in today’s society.
(Language of instruction: English)
Learning Outcomes
- Demonstrate an understanding of the role of consumption in society.
- Understand customer behaviour and its many perspectives.
- Introduction to key themes that are relevant in today’s consumerist society.
- Identify the implications of consumption in society with consideration regarding future marketing activities and recommendations for appropriate marketing strategies and tactics to address grand challenges we currently face.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- Sheila Malone: Research Profile
Note: Module offerings and details may be subject to change.
Required MK5139: Social Media Marketing Theory
MK5139: Social Media Marketing Theory
Semester 1 | Credits: 5
The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)
Learning Outcomes
- Illustrate how digital marketing integrates with organisational aims.
- Recognise how digital marketing impacts organisations.
- Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
- Formulate a digital marketing plan for a particular organisation.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (50%)
- Continuous Assessment (50%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- ANN TORRES: Research Profile
Reading List
- "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
ISBN: 9780415533379.
Publisher: Routledge - "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education - "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
Publisher: Cengage Learning - "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
Publisher: Routledge - "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
Publisher: Kogan Page - "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
Publisher: Cengage Learning - "Take Your iPad to Work" by Proffitt, B.
Publisher: Cengage Learning - "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
- "E-Business" by Schneider, G.P.
Publisher: Course Technology, Cengage Learning; Kogan Page - "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
Publisher: Palgrave Macmillan
Note: Module offerings and details may be subject to change.
Required MK5143: Inbound Marketing & Content Creation
MK5143: Inbound Marketing & Content Creation
Semester 1 | Credits: 10
Inbound marketing is used by both global companies and small businesses alike as a means of engaging their target audience, driving quality lead growth and ultimately their bottom line. Hubspot, the acknowledged global leader in Inbound Marketing, promotes a simple but powerful model based around four primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and promoters. Included in this methodology are the tools and technology that companies typically use to accomplish these goals.
(Language of instruction: English)
Learning Outcomes
- Understand the Inbound Methodology & Flywheel and how it helps businesses attract, engage and delight customers.
- Understand the importance of buyer personas in relation to a company's marketing efforts, and how to leverage them as part of an inbound marketing strategy.
- Learn how to naturally attract inbound traffic that they can then convert, close and delight over time.
- Learn how to create remarkabe written or visual content that appeals to buyer personas.
- Develop a content strategy to promote engaging content to attract leads, educate prospects and create awareness for brands.
- Be able to develop a sophisticated strategy to grow business leads and ultimately sales, through the integration of marketing and sales tactics using up-to-the minute online technology and automation.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- PATRICIA MC HUGH: Research Profile
Reading List
- "Inbound Mrketing, Revised and Updated: Attract, Engage and Delight Cusotmers Online" by Brian Halligan, Dharmesh Shah.
Publisher: Wiley
Note: Module offerings and details may be subject to change.
Required MK563: Research Methods
MK563: Research Methods
Semester 1 | Credits: 5
The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)
Learning Outcomes
- Develop a comprehensive understanding of the nature and function of research theory and practice.
- Recognise the conceptual and methodological issues that underlie the various stages of the research process.
- Illustrate an in-depth knowledge of the tools ad techniques of research.
- Formulate a research report for a particular organisation.
- Access secondary sources of data and materials through the library databases.
- Complete qualitative and quantitative research.
- Present, verbally and in written form, their research.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (60%)
- Continuous Assessment (40%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- CHRISTINE DOMEGAN: Research Profile
- MARY GREANEY: Research Profile
- PATRICIA MC HUGH: Research Profile
Reading List
- "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
ISBN: 9781292016627.
Publisher: Prentice Hall
Note: Module offerings and details may be subject to change.
Required MK5133: Marketing Performance & Productivity
MK5133: Marketing Performance & Productivity
Semester 1 | Credits: 5
This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value.
The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)
Learning Outcomes
- Be able to measure the efficacy of the marketing activities within the organisation.
- Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
- Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
- Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
- Be able to create an outcome driven and strategically integrated marketing budget.
- Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
Reading List
- "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
Publisher: John Wiley & Sons. - "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
Publisher: Pearson, New Jersey publishing as Prentice Hall - "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
Publisher: McGrath Hill - "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
Publisher: Kogan Page - "Marketing and the Bottom Line" by Ambler, T.
Publisher: Pearson Education Ltd.
Note: Module offerings and details may be subject to change.
Required MK5117: Services Marketing
MK5117: Services Marketing
Semester 1 | Credits: 5
This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)
Learning Outcomes
- A comprehensive understanding of services marketing theory.
- Further understanding of the Gaps model as a conceptual framework.
- A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
- An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
- An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (60%)
- Continuous Assessment (40%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- ELAINE WALLACE: Research Profile
Reading List
- "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
ISBN: 978077107956.
Publisher: McGraw Hill - "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
ISBN: 9780618641802.
Publisher: Houghton Mifflin - "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
ISBN: 0750659807.
Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.
Note: Module offerings and details may be subject to change.
Required MK5144: Digital Metrics & Analytics
MK5144: Digital Metrics & Analytics
Semester 2 | Credits: 5
Digital Marketers need to be able to look at more than just impressions and clicks to drive better decisions and return on investment. Digital Marketers need to know what happens after a person clicks on an ad and understand what, if any, value that provides to a business. This module focuses on the digital metrics, KPIs and analytics used to measure and track the performance of marketing campaigns. The more insight that can be gained from metrics and analytics, alongside the generation and automation of reports to track trends in behaviour and sales, the more informed the decisions a company can make when allocating where, when and how much, or little, to invest in digital marketing spend.
(Language of instruction: English)
Learning Outcomes
- Illustrate how data and digital marketing analytics have evolved to impact business organization, the marketing function, consumer/brand relationships and digital marketing.
- Understand the types of data and how it is used.
- Understand the process and recognize the advantages and pitfalls when deploying the elements of the Marketing Analytics Process (MAP).
- Be familiar with most common digital marketing metrics and data analysis instruments.
- Apply the Marketing Analytics Process (MAP) for digital marketing analytics.
- Understand and analyse data from digital marketing channels including paid, earned, and owned media.
- Report and present analysed digital marketing data according to best practices.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
Note: Module offerings and details may be subject to change.
Required MK5136: Digital Sales Management
MK5136: Digital Sales Management
Semester 2 | Credits: 5
Digital Sales Management examines why embracing the social web is vital and how managing selling activities changes in a digital environment. This module examines the key issues in digital sales management from both a theoretical and practical perspective. Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital campaigns. In digital sales, the selling function is carried out by many front of house services staff that need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert leads into sales. Digital Sales Management outlines the new strategies required to make the most of the digital sales opportunities that exist. It provides the practical advice, sales and marketing professionals need to harness technology for better selling.
(Language of instruction: English)
Learning Outcomes
- Explain how a sales concept reflects and aids the marketing goals of an organisation.
- Understand how traditional sales organisation structure is undergoing a significant revolution.
- Recognise the strategic role digital performs in selling.
- Evaluate the role of a developed customer strategy and how to create one.
- Ability to explain the stages of a sales and how to achieve results.
- Ability to identify ethical and legal considerations in sales.
- The capacity to identify and explain key methods for managing a sales team.
- Develop a practical and efficient sales presentation, encompassing the complete sales cycle.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (60%)
- Continuous Assessment (40%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
Reading List
- "Sales Force Management" by Johnson, Mark, W. & Greg, W.
- "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
Publisher: Kogan Page - "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
Publisher: Que - "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
- "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
Publisher: Wiley - "Fundamentals of Selling" by Futrell, Charles, M.
Publisher: McGraw HIll International
Note: Module offerings and details may be subject to change.
Required MK566: Strategic Brand Management
MK566: Strategic Brand Management
Semester 2 | Credits: 5
This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE).
The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)
Learning Outcomes
- An understanding of the consumer based brand equity concept.
- An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
- An insight into the contribution of marketing programmes to brand equity.
- A greater awareness of the relationship between marketing communications and brand building.
- An ability to recommend an appropriate research method to capture customer mindset.
- An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
- An insight into contemporary issues in branding theory.
- An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (60%)
- Continuous Assessment (40%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- ELAINE WALLACE: Research Profile
Reading List
- "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
- "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
Publisher: Butterworth Heinemann - "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
Publisher: Routledge - "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
Publisher: Kogan Page - "Creating Value: the theory and practice of marketing semiotics research" by Oswald
Publisher: Oxford University Press
Note: Module offerings and details may be subject to change.
Required MK5130: Digital Marketing Strategy
MK5130: Digital Marketing Strategy
Semester 2 | Credits: 10
The aim of this module is to provide students with the knowledge and skill-set to conceptualise and deliver a creative digital marketing campaign, which can be integrated into an overall marketing strategy.
By focusing on best practice, this practical and informative module will ensure students have the foundation to work in the digital marketing area and know who to develop their digital marketing skills.
(Language of instruction: English)
Learning Outcomes
- Learn how digital communications is an integral part of a customer's brand experience.
- Understand how the internet works and how websites are rendered.
- Learn how to measure the performance of a website.
- Maximise on page optimisation opportunities.
- Identify technical SEO issues that impede the website from ranking higher.
- Understand the fundamentals of planning, executing and measuring a Google AdWords campaign.
- Learn how to analyse the performance of a campaign.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
- PATRICIA MC HUGH: Research Profile
Reading List
- "Digital Branding: A Complete Step by Step Guide to Strategy, Tactics & Measurement" by Rowles, D.
Publisher: Kogan Page Ltd. - "Digital Marketing Strategy: An Integrated Approach to Online Marketing." by Kingsnorth, S.
Publisher: Kogan Page Ltd.
Note: Module offerings and details may be subject to change.
Required MK5104: Marketing Analytics
MK5104: Marketing Analytics
Semester 2 | Credits: 5
This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)
Learning Outcomes
- Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
- Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
- Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
- As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
- Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
- Be able to create meaningful reports and presentations.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Continuous Assessment (100%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- MARY GREANEY: Research Profile
Reading List
- "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
Publisher: Wiley & Sons
Note: Module offerings and details may be subject to change.
Required MK5118: Social Marketing & Sustainability
MK5118: Social Marketing & Sustainability
Semester 2 | Credits: 5
Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)
Learning Outcomes
- Explain the role of Social Marketing for behaviour and social change.
- Critically differentiate between Social Marketing and other forms of marketing.
- Critically discuss the conceptual and methodological issues that underlie Social Marketing.
- Detail the more commonly used change theories in Social Marketing.
- Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
- Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
- Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
- Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.
Assessments
This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.
- Written Assessment (60%)
- Continuous Assessment (40%)
Module Director
- MARY GREANEY: Research Profile | Email
Lecturers / Tutors
- CHRISTINE DOMEGAN: Research Profile
- MARY GREANEY: Research Profile
Note: Module offerings and details may be subject to change.
Why Choose This Course?
Career Opportunities
Graduates find employment in a wide variety of industry sectors with companies such as: Microsoft, LinkedIn, Google, Hubspot, AnswerLab, The Knot Worldwide, VHI Healthcare 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. Marketing Analytics, is delivered by University of Akron and Incisive Analytics, USA.
Digital Summer School
The changing online landscape, new technologies and demand for content has resulted in incredible growth in Digital Marketing. To keep up with industry trends and new digital marketing knowledge and skills, the MSc Digital Marketing Programme includes a Web 3.0 Summer School and a Digital Marketing Simulation as part of the Applied Marketing Project.
Dr. Brendan Keegan, Digital Summer School Facilitator, 2019
“I was impressed by students who were well versed in a fantastic array of essential digital marketing skills. The student experience was bolstered by industry speakers and engagement with local businesses, but what sets this programme aside was the underpinning of marketing, psychology and media communications theory, which is not an easy feat”.
Strategic Partnerships
A number of strategic partnerships have been established to ensure curriculum design and delivery creates industry ready graduates, including:
- Hubspot
- SiteMinder
- HSE
- The Knot Worldwide
- Spotlight Oral Care
- Incisive Analytics, USA
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.
/media/schoolofbusinessandeconomics/MSc-DM-First-Destinations-V3.JPG
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 in Action Masterclass
Action-based learning with expert professionals in key marketing and digital fields.
Intercultural Awareness Training (ICOS)
In collaboration with ICOS, all students receive accredited training to increase intercultural awareness and competency.
Digital Marketing Masterclasses:
Marketing Masterclass with Google
Inbound Marketing Masterclass with Hubspot
John Campbell, Marketing Manager, SIREN Talk on SEO

Digital Sales Masterclass: John McArdle, Vice President of Worldwide Sales, Channel Mechanics
Talk on Sales Pipeline Management
Digital Sales Management Industry Panel
Who’s Suited to This Course
Learning Outcomes
Transferable Skills Employers Value
Work Placement
Study Abroad
Related Student Organisations
Course Fees
Fees: EU
Fees: Tuition
Fees: Student levy
Fees: Non EU
Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €4,000 towards your tuition (2023/24). You will be liable for the remainder of the total fee. An F5 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
Programme Director:
Dr Patricia McHugh
Programme Administrator:
Mary Greaney
T: +353 91 492 546
E: mscmarketing@universityofgalway.ie
Quick Links
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 2020-21
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 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 tacticsin 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.