Certificate in Digital Marketing - Part-time

  • Overview
  • Course Content
  • Structure
  • Career Opportunities
  • Fees
  • Next Steps

Overview

Students in Lab

Digital marketing is one of the fastest-growing career fields in Ireland. According to the Irish Times (April 2023), there were over 1,000 jobs available in digital marketing in Ireland. This is a growth of over 100% since 2013. Recent restructuring by the tech sector in Ireland has resulted in a wave of job losses in 2023 so far, as some of the biggest global players have announced plans to reduce their headcount and restructure their operations. However, Ireland still has a robust job market and digital skills are in demand, despite the job losses. Digital marketing was one of the top 15 most in-demand skills worldwide in 2021, according to a recent LinkedIn report. Digital marketing specialist positions were among the top 10 fastest-growing job titles, according to the same report. The ongoing roll-out of targeted upskilling and reskilling courses via Momentum and Springboard, including those relating to the ICT Action Plan reflects the need to help people learn new enterprise-relevant skills and to progress to sustainable employment.

In a recent report, The Digital Marketing Institute pointed to the transferable nature of the skill set required in marketing, as most businesses now need an online presence and an integrated marketing approach. In DMI’s recent whitepaper ‘Perpetual Evolution - the Interplay of talent and Technology in the future of Marketing’, they analysed the future skills required in the marketplace over the next five years. Based on a survey of more than 500 marketing executives around the world, Perpetual Evolution demonstrates that while marketers understand the line between 'traditional' and 'digital' marketing no longer exists, 74% believe that marketing organizations face a critical talent shortage due to a lack of digital skills that will be needed to meet ongoing customer demands. This talent gap includes digital experiences, marketing experiences as well as soft skills. The top hard and essential soft skills for marketers are technology, creativity, analytical thinking, marketing, and openness to change. However, the same report contends that companies also want solid and applicable marketing skills such as paid search, social media, analytics, website optimization and content marketing. The acceleration in online browsing and purchasing has shown that the skills in an organisation need to match audience behaviour and needs. It is these skills alongside the future skills named above that are difficult to find. This makes for fierce competition in companies of all sizes for skilled marketers with digital skills. The Certificate in Digital Marketing responds to a known and often articulated skills shortage that exists in this area.   The Irish Government and Industry recognise that there is an urgent requirement to ensure an adequate supply of ICT and related talent and skills from both the domestic and international markets to meet the needs.

Aims & Objectives

The objectives of the Certificate in Digital Marketing programme are:

  • Develop knowledge of digital marketing tools and technologies in the context of the business, its products, services, customers and the wider market.

  • Integrate traditional marketing principles into marketing activity in online and mobile environments.

  • Apply practical skills to web design to ensure web/mobile platforms content management processes are optimised.

  • Acquire a range of skills, through the use of authentic assessments, so that the learner can articulate digital strategy in an era of GAI tools.

On completion of this programme a learner will be able to:

  • Identify the necessary technical and practical knowledge for the effective implementation of digital marketing.

  • Demonstrate the ability to successfully create and manage digital marketing campaigns and e-commerce processes.

  • Formulate insights into the way in which organisations create and execute strategic digital marketing decisions.

  • Appraise consumer behaviour in a digital context.

  • Assess the impact of artificial intelligence and other trends on the digital marketing environment.

  • Function independently and think creatively to solve problems in a business environment.

Delivery

Classes will be delivered through a blended mode, that is, some classes are hosted on-campus in person, and others are live online.

Entry Requirements

The minimum entry requirements for the Certificate in Digital Marketing Special Purpose Award, Level 7 are: 

  • This programme is aimed at learners who have achieved a full Level 6 award (such as a Higher Certificate or full equivalent FETAC award) in any discipline and who wish to upskill and specialise in the field of digital marketing or to enter an industry which requires this skill set.

  • Applicants who have at least 3 years’ experience working in a business environment, may also be considered through the college's normal RPL procedures.

Applicants must submit the following:

1. A completed application form.

2. Primary source verified degrees and transcripts.

Equivalence of overseas awards will be assessed via the NARIC Ireland Foreign Qualifications Database.

Further requirements are as follows:

  • Copies of any other supporting material, such as results of exams, honours, awards, etc.

  • Evidence of proficiency in the English Language, in cases where the language of instruction during previous studies was not English.

  • If English is not the applicant’s first language, and s/he has not undertaken a previous higher education programme taught in English, and has no mechanism of demonstrating their level of English; he or she must sit, and obtain greater or equal to B2+ in the Common European Framework of Reference for Languages (CEFRL), IELTS, or an equivalent test as approved by DBS. Test certificates should be dated within the last two years to be considered valid.

Course Content

Modules within this programme include:

Digital Marketing Environment (10 ECTS)

The Digital Marketing Environment module will offer the learner both the theory and practice of implementation of digital marketing using the framework of the Martech landscape. Marketers have little choice today but to use multiple solutions to build, manage and optimize digital marketing campaigns. Most Martech solutions have evolved to fit this new paradigm, offering marketers plug-and-play solutions that most commonly feature customer relationship management, marketing automation and content management in a single solution. Martech solutions integrate with different technologies that offer other capabilities — for example, social advertising, search engine marketing and customer data management. Being able to connect these solutions means marketers are better equipped to create a more effective, more engaging cross-channel experience. Being aware of how this environment evolves and changes means understanding the dynamic nature of the challenges this environment presents. 

Digital Marketing Fundamentals (10 ECTS)

The Digital Marketing Fundamentals module will explore from a consumer's perspective the fundamentals of online marketing. While the evolution of the Internet has created a renaissance of Marketing, new Marketing concepts have flourished for marketers to seize present and future opportunities using digital technologies. As part of this course, learners will focus on a project where they will be encouraged to compare and contrast two organisations' websites in an industry of their choice. This classroom-based module will offer the learner both the theory and practice of digital marketing concepts. This module will be supported with webinars, e-materials, guest presentations and online presentations. This module aims to enable students to understand and exploit the potential opportunities provided by the rapidly changing variety of technologies involved in digital marketing to engage the ever-changing customer within a business context.

Digital Marketing Planning & Management (10 ECTS)

The Digital Marketing Planning & Management module will offer the learner both the theory and practice of planning, managing and measuring a digital marketing campaign. Planning elements including campaign scoping, deliverables, budgeting and performance reviews will be central to any digital campaign. Consumer engagement and insight into online behaviours are key to appreciation of the new landscape. Understanding the costs, rewards and risks associated with developing any interactive digital media campaign will be outlined also. This module will be supported with e-materials and guest presentations.

Digital Media Transformations (10 ECTS)

The Digital Media Transformations module will focus the learning about the social media value chain, investing the various channels to market that can be leveraged for marketing your business and brand. The module gives learners an understanding of the role of social media as a key technology tool for marketers. It will familiarise them with a variety of social media platforms and the various ways in which they may be leveraged by organisations to engage with key audiences. The explosion of AI and its impact on digital tools has been introduced to introduce learners to the key impacts of artificial intelligence on digital marketing and emerging digital marketing tools.

Structure

The Certificate in Digital Marketing is a Level 7 Special Purpose Award in one stage, accumulating 40 ECTS. The programme is taught over two nights each week over two semesters. It is a mix of theory and practice, conducted in the classroom. There are four mandatory modules. Modules will be delivered in a blended mode of on-campus and live online with two modules delivered per semester. The first 3 weeks will be delivered in person on campus, followed by 3 weeks live online. This rotation will continue for the two semesters.

Career Opportunities

The Certificate in Digital Marketing is intended to position graduates for recruitment into digital marketing posts across a range of sectors.   Previous graduates of this programme have been successful in getting employment as

  • Digital Marketing Specialist

  • Social Media Marketing Assistant

  • Digital Marketing Administrator

  • Marketing Assistant

  • Media Buyer

  • Social & Display Manager

Fees 

The fee for the Part-Time Certificate in Digital Marketing is €3,200.

You can contact our admissions team who will be able to advise on the payment options available to our students. Fees quoted cover the annual cost of tuition, registration and examinations and are EU fees only.Non-EU students please refer to the International section of the website.

All QQI accredited programmes of education and training of 3 months or longer duration offered by Dublin Business School (DBS) are covered by arrangements under section 65 (4) (b) of the Qualifications and Quality Assurance (Education and Training) Act 2012 whereby in the event that DBS ceases to provide the programme, for any reason, after learners have started on that programme, Kaplan Inc., as guarantor, will refund the moneys most recently paid by or for the learner. More details are included in the terms and conditions of learner admission to DBS (https://www.dbs.ie/terms-and-conditions) and on programme handbooks provided at induction.

Next Steps

Eligibility

Applicants must hold a major award at NFQ Level 6 from a recognised third level institution. Applicants with appropriate experience will be considered under DBS polices for Recognition of Prior Learning.

Visit Us

Open days are a great way to help you make your decision about your course of interest. The open day will give you the opportunity to receive one on one advice and direction from leading academics in your chosen subject area, meet current students and also have your questions answered on entry requirements, student support and the admissions process. Find out when our next open event is taking place. The Admissions Office is located in our Aungier Street campus and you are welcome to visit the college to speak with a member of our admissions team from Monday to Fridays, 8:45am – 5:15pm. Alternatively, you can contact us by email.

Categories:
  • Business & Management
  • Part-Time
  • Marketing & Event Management
  • Evening Degrees
  • 7

Course overview

Awarding Body: Quality & Qualifications Ireland (QQI)
QQI AWARD LOGO (1)
NFQ Level: 
Level 7
Award Title: Certificate in Digital Marketing
Award Type: Special Purpose
Duration: 1 Year
Next Intake: September 2025

Contact Us

We are now accepting applications for programmes taking place in 2025. Contact our admissions team for more information

Email: [email protected]
Phone: 01 417 7500
Opening times:
Monday to Friday
8:45am to 5:15pm