Digital Media and Marketing

Master of Science

Course Details

Course Code	GA_BDMGC_V09
Level	9
Duration	2 years
Credits	90
Method of Delivery	Online
Campus Locations	Mayo
Mode of Delivery	Part Time

How to Apply

Course Overview

This Masters programme is available for students to study full-time over 1 year or part-time over 2 years.

Classical marketing theory and professional practice are challenged continuously by revolutionary digital and marketing technologies in contemporary organisational environments.

The aim of this structured Master of Science in Digital Media and Marketing is to develop participants’ expertise and scholarship within the rapidly evolving professional discipline of strategic digital media and marketing.

The applied curriculum in this Masters programme, integrates at its core, the technological instruments which have changed the professional practice of the marketing discipline fundamentally.

Lecturer-student engagement on this programme will lead to the development of an interactive community of learners and researchers, with contributions to content, generated not only by the lecturing team, but by students.

The fast-paced field of digital media and MarTech as applied to the profession of marketing, requires this kind of participant interaction, enabling participants to gain maximum benefit from new knowledge generation in this discipline.

See our brochure for more.

International students can check out the FAQs about this programme here (PDF, 450KB).

Course Details

Year 1

Semester	Module Details	Credits	Mandatory / Elective
1	Search Engine Analytics Participants will immerse themselves in analytical research and practice, creating a measurement plan for their business using web analytic tools, marketing technology (MarTech) landscape, email marketing, insight into Google Ads, keywords and search engine optimisation. There will be practical elements to all these specialist practices using cutting edge technology tools to ensure that they can be incorporated into their area of workplace/industry. Learning Outcomes 1. Research, plan and configure an appropriate web analytictool. 2. Strategically plan, developand document a measurement plan for a business usinga web analytictool. 3. Critically evaluate, interpret and research cutting edgetrends in search engine optimisation (SEO). 4. Research and interrogateonline technology tools using adwords, keywords and search engine optimisation. 5. Applypractical techniques of inquiry acquired totheir workplace/industry.	05	Mandatory
2	Visualisation for Strategic Decision Making Within this module, learners develop the expertise, knowledge, understanding and tactics to critically review and analyse data gathered online and offline using technology tools at the forefront of the digital media technology field, to assist strategic decision-making and define and implement a social media/digital media strategic plan. Learning Outcomes 1. Research and gather data to create an effect visual to tell a story with identified target audience 2. Critically review, analyse and interpret data to create visualisations for better decision-making 3. Evaluate, compare and contrast different visualisationtools. 4. Apply data visualisations to help make better decision-making strategiesin conjunction with a defined marketing strategy	05	Mandatory
Year	Digital Content and Marketing Technology This module explores the implementation of a database driven online presence and researches and explores marketing technologies and techniques at the forefront of managing an online presence. Design Thinking, User Experience Design (UXD) and applied techniques for audience engagement and creating content to maximise online potential for digital presence will be examined and critically evaluated. Client applications, web services, hosting issues and content management systems will be researched and interrogated. Contextual projects will be a core aspect of embedding the specialist skills developed in this module. Learning Outcomes 1. Articulate the core concepts of User Experience Design and Design Thinking. 2. Explain the components of a database driven application. 3. Critically evaluate hosting options and the marketing technologies required to implement an innovative digital solution. 4. Build and host an online presenceusing a leading contemporary content management system. 5. Design and showcase a customer engagement solution in conjunction with a defined marketing strategy.	10	Mandatory
Year	Marketing Strategy Theory and Application This is a strategic marketing module integrating the traditional marketing media with digital and social technologies at the forefront of this field. Learners will critically review, discuss and reflect on the strategic marketing process employing techniques for strategic analysis; competitive forces assessment; target market selection; focusing data driven marketing objectives and engaging in marketing implementation and the evaluation of specialist digital marketing techniques. The integration of digital and social media in marketing strategy development and implementation is integral to this module and participants will develop a strategic marketing plan for an organisation, following comprehensive research and analysis of organisational marketing needs; prioritising objectives in conjunction with a systematic review of web communication strategy effectiveness and optimisation. Learning Outcomes 1. Critically assess the nature of the marketing environment and the corresponding governmental, competitive and technological forces triggering change. 2. Critically evaluate consumer behaviour and engagement in a defined target market. 3. Draw inferences, formulate independent evaluationsand make recommendations based on data analysis and research of a particular specialist market segment. 4. Appraise the potential of a specific segment and recommend appropriate product, pricing, service, delivery and engagement strategies to meet customer requirements. 5. Position and brand product and services appropriately, selecting and engaging the appropriate front-line media, relative to customer perceptions and contemporary competitive pressures. 6. Formulate and deliver on an appropriate strategic plan for competitive advantage in a a particular specialist field, employing a variety of cutting edge and traditional effectivecommunicative media and marketing technologies. 7. Produce a reflective report interrogating and justifying if necessary, strategic marketing choices referencingethical and legal considerations.	10	Mandatory
Year	Research Methods and Critical Analysis This module aims to provide students with the theoretical foundations for their postgraduate research. Theoretical concepts; research paradigms and critical readings relevant to the field of academic or professional applied research will be explored. Epistemological and ontological considerations will be discussed in relation to research design and learners will reflect on the challenges of carrying out empirical research in their particular workplace or specialist field of application. Students will reflect on ethical, societal, egalitarian and practical problems of data collection, including sampling, gaining access to the field, designing a research instrument and the principles of qualitative and quantitative analysis. The module may also include introductory guest speakers or workshops on technologies for data analysis.This module is designed to develop theoretical knowledge of research paradigms and to explore methodological possibilities in addition to developing skills in critically engaging with academic literature and relevant, peer-reviewed journals and technical reports. It aims to increase proficiency in using critical evaluation skills within the context of a professional research project or practice-based innovation or applied research project. The module outcomes comprise a thorough ethical review of a research proposal in addition to presentation of a research proposal. Learning Outcomes 1. Articulate the alignment oftheir ownphilosophical positions with their researchmethodological choices and project design decisions. 2. Critically reviewtheir own personal positioning in the research context, and how this might shapethe knowledge they are producing, employing a process of guided reflexivity. 3. Evaluate theontological, epistemological and methodological choices and assumptions made, in reviews of otherpapers in their field of study. 4. Exhibit advanced knowledge of technical and professional advances in the field by creating a robust and practically applicable research design, in addition to communicatinghow theresearch project is situated, within wider global academic, emancipatory, environmental and professional discourses. 5. Communicate effectively within a formal research proposal, the philosophical assumptions that shape the research design; rationale and purpose, referencingacademic, professional and other relevant literature within the field or discipline studied. 6. Confidently leverage research skills and knowledge gained, to draft and present an applied research project proposal, having regard to ethical considerations and the potential individual, organisational, regulatoryand societal implications of the dissemination of findings.	10	Mandatory

Year 2

Semester	Module Details	Credits	Mandatory / Elective
1	Digital Transformation The Digital Transformation module offers a comprehensive exploration of the key concepts, strategies, and practices involved in leveraging digital technologies to drive organisational change and innovation. Students will critically analyse case studies, areas of project management, leadership, and change management to develop a nuanced understanding of the challenges and opportunities associated with digital transformation initiatives. Learning Outcomes 1. Examine digital transformation strategies with critical lens to assess their effectiveness and suitability within organisational settings. 2. Analyse case studies to identify challenges and opportunities in digital transformation initiatives. 3. Apply digital transformation, change management, and project management principles and processes to solve complex problems and/or opportunities. 4. Assess the ethical, legal and sustainability considerations of digital transformation. 5. Develop and communicate a strategic digital transformation within a defined scenario.	10	Elective
2	Omnichannel Content Creation and Communication Omnichannel Marketing Communications provides an in-depth exploration of the strategies, tools, and best practices for creating cohesive and integrated communication across various channels. Students will delve into the evolving landscape of marketing communication, emphasising the importance of seamless customer experiences in an omnichannel environment. The module combines theoretical frameworks with practical applications to equip students with the skills needed to develop and implement effective omnichannel marketing communication strategies. Learning Outcomes 1. Develop integrated communication strategies for seamless customer experiences. 2. Evaluate and identify appropriate communication channels. 3. Develop omnichannel content to engage with defined audiences. 4. Manage omnichannel communication using appropriate digital marketing tools. 5. Appraise omnichannel performance.	10	Elective
Year	Dissertation This dissertation module provides the mechanism for learners to carry out an in-depth, independent investigation, analysis and presentation of a research topic; organisational or workplace innovation dilemma of their choosing, related to the relevant academic discipline and/or academic field. This dissertation module also provides the framework for an alternative to the theoretical dissertation. The learner may choose to conduct an Applied industry study, albeit the report write up will follow the same formal academic format as the dissertation format. Within this module, learners will conceptualise, design, conduct, analyse and formally write up, then visually / orally present a substantial research project to postgraduate research standard. The objective of this module is to provide a structured pathway to support students through a process of applied investigation and/or scholarly research and develop their capability to conduct independent, critically evaluated research. It is expected that learners will engage with research projects which are relevant and applicable to their professional field. Learning Outcomes 1. Demonstrate a detailed knowledge and understanding of a research topic / practice-based innovation question within the field of specialism. 2. Structure research work to a timeline, collaborating effectively under guidance in a peer relationship with their dissertation supervisor. 3. Demonstrate an ability to applya complex and specialised range of research design, data collection, data analysis techniques and investigative skills (such as fieldwork, interviews, questionnaires andquantitative techniques), relevant to aprofessional research focus. 4. Formally present an in-depth critical review of professional and academic literature related to the research topic. 5. Defend decisions related to theoretical and practical research design and implementation choices, justifying these with reference to ethical,and regulatory considerations and, where applicable, potential or perceived bias and/oremancipatory, organisational, environmental and/or societal impact. 6. Formally present an independent, critically written research dissertation to the appropriate scholarly standard. 7. Formally present and defend research findings, drawing conclusions and delivering recommendations relevant to the relevant professional field, having due regard to potential individual, societal and/ or organisational impacts of the research / innovation project outcomes.	50	Elective
Year	Digital Media and Marketing Project Students will undertake an approved project or minor dissertation that is relevant to Digital Media and Marketing. An academic supervisor will oversee the project and research methods employed. The academic supervisor may liaise with a supervisor from an external organisation, where appropriate. The project will compliment content and assessment from taught modules on the MSc. in Digital Media and Marketing. Learning Outcomes 1. Plan and schedule major elements of a project to a defined timeline. 2. Design and implement an appropriate methodology, aligned with the chosen topic. 3. Analyse and synthesise research and professional practices. 4. Analyse data qualitatively and/or quantitatively with consideration of professional and ethical codes or practices. 5. Develop and communicate problem-solving and reflective critical thinking capabilities. 6. Communicate research results in written and oral forms, demonstrating professionalism, critical analysis, synthesis and organisation of knowledge	30	Elective

Recommended Study Hours per week

It is recommended that students should allow for a minimum of 6 to 8 hours per week for self-study in addition to attendance of live online lectures.

Examination and Assessment

100% continuous assessment.

On-Campus Attendance Requirement

This programme is not on campus; the programme is delivered online. However, there is a weekly online live attendance requirement as follows: 2 x lunchtime hours and 1 x evening hour. There is also a monthly live online attendance requirement as follows: 2 days per month (full days from 9am to 5pm) for the months of January-May, and September-December.
Note: Check programme Examination and Assessment requirements, as they may involve examinations to be taken on campus.

Download a prospectus

Postgraduate Prospectus Online, Flexible & Professional Development Prospectus

Entry Requirements

Candidates must hold a level 8 Bachelor (Honours) degree with a minimum grade classification of H2.2 or equivalent in Marketing, IT/Computing, Business or cognate area.
Candidates who do not meet this entry criterion will be considered for entry to the programme under a formalised process of recognition of prior learning (RPL).

Selection

Applications are ranked in order of merit.

English Language Requirements will be as determined by ATU and as published in the Access, Transfer and Progression code.

The current requirements are as follows:

Non- EU applicants who are not English speakers must have a minimum score of 6.5 (with a minimum of 6.0 in each band) in the International English Language Testing System (IELTS) – Academic
EU applicants who are not English speakers are recommended to have a minimum score of 6.5 (with a minimum of 6.0 in each band) in the International English Language Testing System (IELTS) Academic or equivalent

Recognition of Prior Learning may be used to gain access to this programme in accordance with ATU’s Recognition of Prior Learning policy. For more information on the RPL policy, please visit https://www.myexperience.ie/about/how-rpl-works/

Fees

Total Fees EU: €7,200

Total Fees Non-EU: €8,640

Further information on fees

Careers

Currently 68,000 Irish jobs are directly linked to those employing digital skills and tools with approximately one in seven Irish people (13.5% of the adult population) making a supplementary income on the internet.

The digital economy represents 6% (12.3bn) of GDP and it is expected to grow to 7.9% (21.4bn) by 2020. (Department of communications, Climate Action & Environment, 2016).

Programme chair Dr Janine McGinn says the demand for this course, in particular MarTech (marketing technology) skills, is well documented in reports such as the recently published Digital Health Index which finds that a mere 5% of small businesses possess web sales abilities despite 59% of customers saying online purchases are important to them.

Also, 75% of SMEs struggle to use software and apply digital skills to improve business productivity, analyse customer data, and promote an online presence.