Overview
The Master of Science in Digital Marketing and Analytics (90 ECTS) is a Level 9 major award on the National Framework of Qualifications (NFQ) in Ireland. This innovative, industry-focused programme is designed to bridge the growing skills gap between traditional marketing creativity and data-driven decision-making. It equips graduates with the strategic, technical, and analytical expertise required to lead digital transformation initiatives in a fast-evolving, technology-driven marketplace.
The curriculum caters to learners from creative, business, or technical backgrounds seeking to specialize in high-growth areas such as SEO, programmatic advertising, and advanced marketing analytics.
The Master of Science in Digital Marketing and Analytics is primarily aimed at graduates holding a Second Class Second Division (2.2) honours bachelor degree in cognate disciplines, such as marketing, business, finance, or IT with a marketing component. It is designed for those who aspire to play an active role in digital marketing, content marketing, communications, or analytics functions within their organizations. The program also targets professionals seeking to upskill or reskill due to changes in employment, as well as those currently working in traditional marketing who require digital expansion. Furthermore, it serves individuals already in digital marketing roles who wish to obtain a formal Level 9 qualification to ensure future career sustainability. By catering to a diverse cohort from creative, business, or technical backgrounds, the curriculum prepares graduates to bridge the gap between creative marketing and data-driven decision-making in a digital-first world.
The programme’s specific objectives are as follows:
The programme aims to produce digitally focused, technically able, and adaptable graduates capable of performing at a high level across commercial, industrial, and public sectors.
The Master of Science in Digital Marketing and Analytics objectives are:
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Imbue learners with the ability to critically analyse current and emerging theories and practices in digital marketing and analytics, informed by contemporary research, technological developments, and global industry activity.
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Develop advanced analytical and problem-solving skills enabling learners to identify, interpret, and respond to complex organisational challenges using evidence-based and data-driven approaches.
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Cultivate the capacity to critically analyse and interpret complex datasets to generate actionable insights that inform marketing strategy, performance measurement, and customer engagement.
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Apply advanced analytics tools, models, and predictive techniques to support informed, evidence-based strategic decision-making within digital marketing contexts.
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Provide a strategic and integrative perspective on digital marketing, incorporating multiple viewpoints and cross-functional collaboration, underpinned by ethical decision-making, sustainability, and inclusivity in marketing and data governance.
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Develop learners’ ability to lead ethically and responsibly, demonstrating integrity in the use of data, AI technologies, and consumer information while adhering to best practices in transparency and accountability.
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Enhance learners’ interpersonal, communication, and leadership skills to enable effective collaboration across disciplines, cultures, and professional contexts, reflecting the demands of global digital marketing environments.
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Foster creativity and innovation through applied research, experimentation, and digital project work, encouraging learners to design and evaluate novel solutions for marketing and business problems.
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Facilitate the acquisition of applied technical and analytical competencies that are directly relevant to the contemporary workplace and adaptable to the future of work, including digital transformation, automation, and AI-enhanced marketing.
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Encourage autonomous and lifelong learning skills, enabling graduates to work both independently and collaboratively, continuously reflecting on professional practice and adapting to emerging technologies and global trends.
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Provide a robust foundation for career advancement, innovation, and further study, ensuring graduates are well-positioned to assume strategic roles in digital marketing, analytics, consultancy, or research, both nationally and internationally.
Delivery
The programme is delivered in a blended format.
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Full-Time: One calendar year (12 months). Delivery is blended, combining face-to-face sessions on-site with live synchronous online classes
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Part-Time: Two calendar years (24 months). Delivery is mostly synchronous online (approximately 75%) with 25% on-site sessions
Teaching and Assessment
DBS provides a flexible, active, and experiential learning environment. Learning is facilitated through formal lectures, practitioner-led seminars and workshops.
Teaching focuses on the application of problem-solving skills and critical reflection.
The assessment strategy is 100% Continuous Assessment (CA) for all mandatory modules, ensuring a practical focus. Key features include:
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Authentic Assessment: Assessments mirror professional practice, such as SEO audits, website builds, and dashboard design.
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Simulation: Students engage in simulations that replicate real-world campaign environments to test data-driven decision-making.
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AI-Resistant Methods: Inclusion of verbal defenses and real-time articulation of knowledge to ensure academic integrity.
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Capstone Choice: Students can choose between an independent research Dissertation or a 150-hour industry Placement.
Entry Requirements
In terms of Admission requirements, the minimum entry requirements for the MSc in Digital Marketing and Analytics are:
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Standard Entry: Minimum Second Class Second Division (2.2) Level 8 Honours Degree in a cognate discipline (Marketing, Business, Finance, or IT with a marketing component).
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Professional Qualification: Equivalent qualifications such as MMII are accepted.
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RPL Entry: Applicants without a Level 8 degree may be considered if they have at least 3 years’ relevant work experience.
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English Proficiency: Minimum CEFR B2+ or equivalent for non-native speakers.
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Math Competency: Expected mathematical competency equivalent to 10 ECTS of math/statistics in a primary degree; otherwise, a bridging module is required.
Technology Required to access the course
Learners are required to have ongoing access to a computer, related software, and a reliable internet connection. This means that for learners their laptop or desktop computer will require a minimum of a supported version of a Windows operating system and 4GB RAM.
Students with Disabilities
Dublin Business School welcomes students with disabilities. The College employs a Disability and Inclusion Officer and appropriate supports in relation to teaching and assessment are put in place. DBS Library also offers a wide range of support to learners with disabilities.
Student Testimonial
"I chose DBS because of the variety of modules and location of college. I enjoyed my time in DBS greatly; loved the friends I made and the course camraderie. I played rugby for DBS, it was very enjoyable and well run by Fosi.
I would recommend DBS to other students - the experience has helped me to feel confident, the modules helped with relevant experience to lead me to my next step - a job in digital marketing."
Dylan O'Regan
Master of Science in Digital Marketing