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About University of Galway
About University of Galway
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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)
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!
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.
2019/2020 Class—Delphi Adventure Resort Team Building Day
2018/2019 Class—Delphi Adventure Resort Team Building Day
Applications and Selections
You can apply from the following link.
Who Teaches this Course
J.E. Cairnes School
of Business & Economics
Dept. of Marketing
Room 322, St. Anthony's
Requirements and Assessment
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.
Recognition of Prior Learning (RPL)
1 year, full-time
Next start date
A Level Grades ()
45–50 (some shared modules)
QQI/FET FETAC Entry Routes
Please refer to the offer rounds/closing date web-page.
Mode of study
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 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 InformationCurriculum 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'.
Year 1 (90 Credits)Required MK5148: Applied Marketing Project - 20 Credits - Semester 1
Required MK5146: Consumption & Society - 5 Credits - Semester 1
Required MK5139: Social Media Marketing Theory - 5 Credits - Semester 1
Required MK5143: Inbound Marketing & Content Creation - 10 Credits - Semester 1
Required MK563: Research Methods - 5 Credits - Semester 1
Required MK5133: Marketing Performance & Productivity - 5 Credits - Semester 1
Required MK5117: Services Marketing - 5 Credits - Semester 1
Optional MK5137: Applied Marketing Project - 25 Credits - Semester 1
Optional SBE5115: Global Studies - 5 Credits - Semester 1
Optional SBE5116: Global Studies - 10 Credits - Semester 1
Required MK5144: Digital Metrics & Analytics - 5 Credits - Semester 2
Required MK5136: Digital Sales Management - 5 Credits - Semester 2
Required MK566: Strategic Brand Management - 5 Credits - Semester 2
Required MK5130: Digital Marketing Strategy - 10 Credits - Semester 2
Required MK5104: Marketing Analytics - 5 Credits - Semester 2
Required MK5118: Social Marketing & Sustainability - 5 Credits - Semester 2
Why Choose This Course?
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.
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”.
A number of strategic partnerships have been established to ensure curriculum design and delivery creates industry ready graduates, including:
- The Knot Worldwide
- Spotlight Oral Care
- Incisive Analytics, USA
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.
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 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
Transferable Skills Employers Value
Related Student Organisations
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 (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 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.
AACSB - Global Accreditation
AACSB is the longest-serving global accrediting body for business schools, and the largest business education network connecting students, educators, and businesses worldwide
Higher Education Awards