Master of Science in Digital Marketing

Master of Science Digital Marketing

Course Overview

  • 1


  • 9


Why take this course?

This programme will be delivered over a 12-month period (September to September) and is aimed primarily at learners interested in acquiring a highly practical level 9 qualification in Digital Marketing practice and strategy.

Digital marketing permeates through every industry sector and career progression in any organisation will require AIT graduates to have not only skills in their relevant fields but also the digital marketing skills to operate effectively in the modern workplace.

This programme is built on a multidisciplinary foundation, with a focus on data analytics, software implementation and marketing using new disruptive technologies and is set against the backdrop of the global nature of business in the 21st Century.

The programme covers these key principles through assessing the impact of digital technology on the business and marketing functions of organisations; integrating social media tools into a marketing communications strategy and effectively using different forms of technology and analytical capacity in the development of an online global presence.

What will I experience?

The programme not only provides graduates with a deep understanding and knowledge of digital marketing but equally importantly, also provides the professional digital marketing skills to operate effectively in the modern workplace. In doing so, this programme responds to the identified needs of industry by enhancing the supply of top-class PPC and advertising specialists.

What opportunities might it lead to?

The digital marketing market in Ireland is expected to increase by 6.3% to €519.5 million in 2020. As a result of the Covid pandemic, businesses are spending more and more on digital marketing as they shift their businesses online. It has been noted that digital advertising categories have had a positive outlook in 2020, paid search is projected to show the fastest growth with a 26% increase in advertising spend expected. Other digital advertising categories, on the plus side, include: Social media (+25%), Connected TV (+19%), Digital video (+18%) and Digital display (+15%) (Interactive Advertising Bureau, 2020;, 2020; Statistica, 2020). Skills shortages and salary hikes can be seen in specialist areas like e-commerce, PPC, SEO and data analysis (Prosperity, 2020). This programme is timely for graduates as it will equip them with the knowledge and skills required to respond to current industry demands.

All students have the option of completing the following Industry recognised certification from our Industry partners:

  • Hubspot Inbound Marketing Certification
  • Google Analytics for Beginners Certification
  • Advanced Google Analytics Certification
  • Stukent Certification

Additional Information

Course Structure

Semester One

  • Digital Marketing Strategy
  • Social Media and Information and Communications Technology Law
  • Data Interpretation and Web Analytics
  • Research Methods

Semester Two

  • Social Media Marketing and Digital Advertising
  • Managing Search Marketing
  • Digital Technology and Design
  • And Option A or Option B

Option A: Digital Consultancy Project

Students will work with a live industry partner requiring digital marketing assistance. The initial stage includes a meeting with the potential organisation and the preparation of an agreed consultancy proposal. Following this, students will be involved in an in-depth analysis of the organisation’s digital marketing presence followed by the design, testing and execution of specific client-approved digital marketing solutions within the work environment.

Option B: Dissertation

Individual assessment of a 20,000-word academic dissertation, which is planned, researched and written up. There will be a number of deliverables which include: literature review, methodology, and final thesis.

​For additional information about this postgraduate programme, please contact:

Dr Aisling Keenan,

Lecturer, Department of Business and Management


Tel: (090) 6471892

Assessment Information

The students will work on a variety of different types of assessments; group projects, individual lab exams, MCQs, individual projects and end of year paper exams.

Course Details

Course Duration:
1 Year
Registration Closing Date:

Online applications for this programme for the academic year 2021-2022 commencing in September 2021 are accepted from March 1 - June 1, 2021

How to apply to this programme at AIT:


Course Commencement Date:

September 2021

Course Award:
Master of Science
Course NFQ Level:
Level 9
Dept of Business & Management
Minimum Entry Requirements:

Entry is restricted to 24 students on full-time programme.

Full-time Programme: Application to AIT’s Admissions Office. Email:

Entry Requirements: 1. A minimum 2.2 honours bachelor degree (Level 8) in a Business discipline


1. A minimum 2.2 honours bachelor degree (Level 8) in a non-Business discipline with considerable experience and/or ability, evidenced by an RPL portfolio of prior experience and learning


1. Equivalent Qualifications. Applicants with equivalent qualifications on the European and International frameworks will also be considered. International students must evidence a proficiency in English language for example IELTS 6.0 An interview may form part of the selection process.

Lecturer Testimonial

Dr Aisling Keenan Profile Image

Dr Aisling Keenan

“The most unique aspect about the MSc in Digital Marketing is that we have strongly incorporated industry into the programme, students have the opportunity to apply what they are learning to industry needs and requirements and work on live projects.”

Course Structure

Careers & Opportunities

Career Prospects

Noting the increased spend on digital marketing discussed earlier, we are seeing a huge demand for our graduates. Skills shortages and salary hikes can be seen

in specialist areas like e-commerce, PPC, SEO and data analysis. Considering Covid and Brexit, Enterprise Ireland has been encouraging businesses who export abroad to

go online and enter new markets and reduce dependency on the UK. We expect this will impact marketing recruitment this year as exporting businesses begin to increase their presence online.

Career opportunities for graduates include:

• Digital Marketing Executive

• E-commerce Operations

• Digital Support Executive

• Digital Marketing Specialist

• Marketing and Communication Officer

• Inbound Marketing Specialist

• Senior Digital Client Manager

• Affiliate Marketing Manager

Facility Gallery