Course Summary
Students will learn the tactical approaches to optimise search engines and generative AI algorithms, customer analytics, cookieless digital tracking, eCRM, B2B sales, social media and more, alongside timeless marketing strategy. The programme culminates not in a traditional master’s thesis, but in an extensive summer consulting project where students work together on a live brief from a real client. Open to graduates with a background in digital marketing, and to those who are completely new to the field, we are eager to welcome anyone who has the ambition to be a leader in the digital space.
College Link
Career Sectors
This course prepares you for working in the Career Sectors below. Follow the links to get a fuller understanding of the sectors you are preparing for.
Entry Requirements
Please review the entry requirements below. The UCD Smurfit Admissions Office staff have expertise in reviewing international qualifications from around the world and will be able to assess your application's comparability to the Irish entry requirement.
A minimum second-class honours degree (or equivalent) in any discipline
OR
A primary degree with a minimum of two years’ work experience in a Marketing role
You may be eligible for Recognition of Prior Learning (RPL), as UCD recognises formal, informal, and/or experiential learning. RPL may be awarded to gain Admission and/or credit exemptions on a programme. Please visit the UCD Registry RPL web page for further information. Any exceptions are also listed on this webpage.
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Application Details
Step 1: Collating Documentation
The first step is to collate the required documentation needed to assess your application. Please ensure that you have clearly scanned, titled and collated your documents in numerical order.
These can include but are not limited to:
TRANSCRIPTS AND ORIGINAL DOCUMENTS
CV
ENGLISH LANGUAGE TEST
REFERENCES
ADDITIONAL DOCUMENTATION
Step 2: The Application Process
Once you have collated the required documentation and reviewed the entry requirements for your programme of interest, you can now apply online.
Apply Online
Application Fee
Application Review
Deposit
You must apply online using our dedicated student information portal. You will be required to enter contact details, upload your documents and answer two essay questions (each approximately 300 words). We would ask that you seriously consider both essays and answer these in the context of the programme you are applying to. Try to not replicate your CV and demonstrate what makes you different from other applicants. There are no right or wrong ways to complete these essays.
Application Deadlines:
Applications are assessed on a rolling basis and courses will close once they are filled. We advise you to apply as early as possible to avoid disappointment. Please note certain scholarships may require you to apply before a certain date – please refer to our scholarship page here. If you have any questions in relation to deadlines or availability please email [email protected].
B424 Digital Marketing Master of Science Full-Time
Commencing September 2025
Graduate Taught UCD
(Michael Smurfit Graduate Business School)
Fees
Fees Full-Time EU: €15,760 (academic year 2023/2024)
Full-Time Non-EU: €24,260 (academic year 2024/2025)
Important Note: Tuition fees and other charges are subject to change each year
The Student
Career Interests
This course is typically suited for people with the following Career Interests. If these interests do not describe you, this course may prepare you for work you may not find satisfying.
Enterprising
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
Creative
Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.
Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.
Career Progression
Graduates of the MSc in Digital Marketing find exciting career opportunities in any of the following areas/roles: Marketing Management; Advertising and Design; Digital Marketing Manager; Digital Consultant; Web/Online Manager; Digital/Social Media Specialist; Market Research and Public Relations.
87% of our graduates from this programme were employed after 6 months across a range of industry sectors. Source: Latest Graduate Outcomes Survey, published in September 2024.
Potential careers for our graduates include:
Marketing Manager
Digital Marketing Manager
Web/Online Manager
Market Research
Insights Analyst
Digital Sales Executive
Channel Marketing Coordinator
Duration
Delivery: On Campus