Masters

in Digital Marketing

www.DigitalMarketingInstitute.com

Contents
Masters in Digital Marketing
1. Welcome
2. Course overview
3. Course content
4. Course assessment
5. Digital Qualifications Roadmap
6. Industry Expert Lecturers
7. Syllabus Advisory Council
8. Past students

The business world

is evolving faster than
ever before...
Digital Marketing Institute courses deliver the framework and
tools needed to meet the challenges of our economy today and tomorrow.
Transform your career and company with a course grounded in the
realities of modern business and the connected society. Learn with
some of Europes leading Digital Marketing experts.

Welcome
The Digital Marketing Institute is the worlds
leading professional institute in the field of
Digital Marketing. Working closely with expertpractitioners, the Institute promotes best current
practice, theory and applied skills in Digital
Marketing for individuals and organisations.

All of the current innovation and

thinking in marketing is happening
through the various digital
channels. As digital envelopes all
marketing practices, now is the time
to develop your skills in a field that
is truly future-proof.
The worlds largest digital brands
and agencies work with us to

Meet and exceed your Digital Marketing goals

through application of the latest trends, and
attain one of the worlds most widely recognised
and valued professional qualifications in Digital
Marketing.

develop and validate our syllabus,

which is delivered by industry
experts so you get the very best
accredited qualification combined
with real-life industry teaching.
Upon completion of the Masters
in Digital Marketing, youll gain the
business and marketing skills and
certification needed to set you apart
from your professional competition.
I look forward to welcoming you to
the next phase of your career.
Best Wishes

Ian Dodson
Co-Founder & Director

Ian Dodson,
Co-Founder & Director

Course
overview

Who should apply?

The Masters in Digital Marketing is ideal for business graduates and
experienced marketing and business professionals seeking to prove
their expertise at a senior digital marketing level. The specialist level of
knowledge you develop will place you among the top Digital Marketing
professionals in the industry.

The Masters in Digital Marketing is designed to help

Get equipped with the skills needed to propel your career forward

you develop an advanced understanding of the

and help you achieve a well-respected, authoritative and expert Digital

underpinning concepts of digital and data-based

Marketer status in a booming field.

marketing and selling. As well as acquiring the

practical skills needed to implement and manage
effective Digital Marketing strategies, you will also
amass considerable specialist knowledge through the
production of your thesis.

What can you expect?

Through 150 hours of specialist online digital marketing content,
dynamic lectures, case studies and instructional webinars you will
gain exposure to the latest techniques and tools for improving your
Digital Marketing and brand building efforts. In the second stage of

The course content is exclusively designed and taught

the course, you will receive the mentorship of both a digital marketing

by industry experts, and validated by representatives

expert and academic supervisor to guide the writing of your thesis.

from global digital brands like Google, Microsoft and

Your course of study

Facebook.

The duration of the Masters in Digital Marketing course is fully flexible

With the guidance of industry expert mentorship,

and is dependant on your individual circumstances; you have up to

emphasis is placed on developing you into an in-

60 weeks to complete stage one of the Masters, and an additional 52

demand and influential expert in the digital marketing

weeks to complete stage two.

field. Once qualified you will be able to apply your

expert level of skill to the various digital challenges
within any workplace.Who

should attend?

The Masters in Digital Marketing is ideal for anyone hoping to progress

to a senior Digital Marketing position whether in their current

Stage one will consist of 150 hours of specialist digital content and the
completion of two 5,000 word assignments. Stage two will involve a
series of webinars and mentorship to support the completion of your
15,000 word research-based thesis.

Course content

Digital Consumer Behaviour

The Digital Consumer Behaviour module equips students with the skills and knowledge to plan
and conduct research for consumer-centric Digital Marketing strategies.

The Masters in Digital Marketing comprises of two elements

of study.

Digital has empowered consumers to engage in a two-way dialogue with brands, but it has also
given businesses access to a high level of detail about the online activities of their customers.
Students will understand that this wealth of information forms the starting point of any Digital
Marketing strategy.

Stage 1
The first stage of the Masters course consists of 150 hours
of online learning across four key modules:

You will learn how to track and interpret online consumer behaviour and examine the
techniques for building relationships with your target audience through an understanding of
their Digital activities.
Students will be able to differentiate between traditional and Digital campaigns in terms of
their planning, evolution and lifecycle. Completion of this module will also contribute to the

Digital Consumer Behaviour

Digital Marketing Channels
Digital Strategy & Planning
Digital Marketing Management

development of your research and analytics skills, and your competence in collaborating and
communicating with a range of audiences online.

Learning Outcomes of the Digital Consumer Behaviour Module:

On completion of this module, you will be able to:

Critically assess how the internet has evolved as a tool for consumer empowerment and
control

Demonstrate a comprehensive knowledge of consumer tracking and monitoring tools and

fully explain their importance in the context of Digital Marketing campaigns

Apply an online consumer purchase model - including research, comparison, purchase and
post-purchase behaviour to demonstrate how Digital technologies have impacted specific
consumer groups

Research and report on how the empowered consumer has challenged traditional
marketing approaches, both locally and globally, in a specified industry

Perform a critical appraisal of future trends that may impact the online evolution
of consumers in a specific industry

Critically evaluate and recommend improvements to a companys current marketing

campaigns, including comparisons of company and consumer perspectives

Digital Marketing Channels

Digital Marketing Strategy & Planning

The Digital Marketing Channels module develops students knowledge of the range of

The Digital Marketing Strategy & Planning module enables students to critically analyse

Digital routes to market available to the modern marketer.

a business and its target client groups, and create a Digital Marketing strategy and

You will acquire an in-depth understanding of the various channels and their

implementation plan for that business.

advantages and disadvantages, and assess their suitability for use in a Digital Marketing

You will gain sound knowledge of how online marketing has evolved from a peripheral element

strategy.

of organisational marketing to one that is at the hub of customer-centric communications in an

increasingly multi-channel environment.

Channels covered in this module include:

You will analyse the impact of Digital on the shift from a calendar and budget-bound approach

Search Engine Optimisation

Email Marketing

Pay Per Click Advertising

Mobile Marketing

You will also acquire an understanding of the key Digital strategy and planning concepts that are

Digital Display Advertising

Content Marketing

required to implement a Digital Marketing cycle in a business.

Social Media Marketing

Web Analytics

Affiliate Marketing

New & Emerging Channels

to marketing, to an iterative activity in response to customer interaction.

This module will include consideration of the fundamental Digital Marketing planning concepts
for an organisation together with key factors involved in the implementation, measurement and
evaluation of successful campaigns.

Learning Outcomes of the Digital Marketing Channels Module:

Learning Outcomes of the Digital Marketing Strategy & Planning Module:

On completion of this module, you will be able to:

On completion of this module, you will be able to:

Critically review the importance of the various Digital Marketing Channels and how
they reach the online buyer

Engage in informed debate with peers about the key stages in Digital Marketing

performing a detailed situation analysis

through the various routes to market, employing relevant business models

Clearly explain how organisations can use online channels to meet changing buyer

Critically appraise the range of available Digital Marketing Channels

Determine the advantages that each available channel brings to the Digital

Clearly explain how an organisation might respond to the advent of the empowered
consumer with a responsive Digital Marketing strategy

behaviour and expectations

Critically appraise the Digital maturity of an organisations current marketing activities by

Research the target audiences of an organisation and complete a detailed analysis of their
online activities and preferences

Assess the ways in which Digital channels have empowered the consumer and determine
the most relevant mix of Digital Marketing tools for an organisation

Marketing strategy

Appraise the incorporation of various channels into a Digital Marketing strategy

Produce well-defined implementation plans to explain how the various channels

For each channel identified in the strategy, create meaningful, customer-focused objectives

will be incorporated into the Digital Marketing strategy

as the foundation for an organisations Digital Marketing plan

Critically asses the priorities and plan the spend lifecycle of a Digital Marketing budget

Clearly explain how to create an implementation plan covering resources, timings, stages
and review processes for a Digital Marketing strategy

Digital Marketing Management

The Digital Marketing Management module provides students with detailed knowledge of best
practices for the management and review of Digital Marketing campaigns within organisations.

Stage 2 - research based thesis

The second element of the Masters course focuses on a series of webinars and supervision
from your academic and industry mentors to support the development of your Masters thesis.
The course is structured to allow you to research and explore your chosen specialty and build

The module aims to develop responsible Digital Marketing managers who can oversee a

your analytical skills.

businesss ongoing online activities, and make informed strategy and campaign decisions taking
budgetary and other constraints into account.
A series of guided webinars during stage 2 will equip you to hone your research and thesis
You will develop a range of specialised skills in the use of quantitative tools to analyse campaign

writing skills. With the core Digital Marketing topics covered in the first stage of the course,

performance and suggest improvements.

these webinars will consist of practical guidance in the areas of structuring your thesis,

Students will be able to justify a business case for a Digital Marketing strategy in an organisation

undertaking primary research, interpreting results and presenting your findings.

and explain how the strategy relates to the overall business context of
the organisation.

The Masters thesis is a carefully argued scholarly paper of approximately 15,000 words. Written
under the supervision of a thesis mentor, you will present an original argument that is carefully

Learning Outcomes of the Digital Marketing Management Module

On completion of this module, you will be able to:

Demonstrate a critical understanding of the importance of campaign management and the

use of statistical tools in campaign monitoring

Demonstrate extensive knowledge of the role of analytics, tracking methodologies and tools
in Digital campaign monitoring

Clearly explain how each channel of the Digital Marketing mix can be monitored, tracked
and analysed for improvement

Monitor, track and analyse a current Digital campaign

Implement improvements to a Digital campaign based on recommendations derived from

monitoring and analytics

documented from primary and/or secondary sources.

The thesis will have a substantial research component and a focus that falls within a specific
topic in Digital Marketing. As the core element of the Masters course, the thesis gives you an
opportunity to demonstrate expertise in one specialised area of Digital Marketing.

Course assessment
To complete the first stage of the Masters course, you will
be required to submit two Digital Marketing assignments:
a Digital Marketing Research paper and a Digital Marketing
Strategy. These assignments are designed to offer students
the opportunity to produce meaningful and grounded Digital
Marketing projects focused on their own career or business
aspirations.
In stage 2, you will be required to complete a Digital Marketing
thesis of 15,000 words presenting an original argument based on
significant research into one area of Digital Marketing.

Certification
The Digital Marketing Institute is the global certification body for
Digital Marketing education. Our syllabus defines the framework
of knowledge, skill and competency required to meet the current
and future demands of the Digital economy, and our practical,
industry-driven qualifications are recognised as the international
standard in Digital Marketing certification.
On successful completion of the Digital Marketing Institute
Masters course, you will receive a customised award at Masters
level, awarded by the Digital Marketing Institute, qualifying you
to implement advanced Digital Marketing strategies at the most
senior levels of an organisation.

Admission requirements
To apply for the Masters in Digital Marketing, you must meet the
minimum admission requirements:
You must hold a recognised third level honours degree
(minimum second class honours) in either business/commerce/
marketing and a minimum of 2 years relevant work experience
OR
You must have equivalent digital marketing industry experience
(minimum 3 years).
All applicants must demonstrate an interest in and aptitude for

Alan Coleman,
Search Engine Marketing Lecturer

digital marketing and may be subject to interview. If English is

not your first language, you must have a minimum IELTS level 6.0
or equivalent.
Please note these are minimum requirements and are not an automatic entry to the Programme.
Admission is at the discretion of the DMI.

Digital Qualifications
Roadmap

Industry
Expert
Lecturers

The Digital Marketing Institute provides a Career and Qualifications

Roadmap through which students can progress, gaining a greater depth
of skills as you advance through the courses.

The course will introduce you to the

The roadmap below displays the progression of qualifications, allowing

most important and transformative

you to identify your position within the Digital Marketing career path.

aspects of digital marketing,

delivered by the industrys leading
practitioners. All of your lecturers are
professionals in the digital marketing
sector, running and delivering online
campaigns on a daily basis.
They are selected from our panel of
John Healy,
Strategy & Planning Lecturer

industry experts, and your lectures

will be based on their experiences,
real life examples and case studies.

Our Global Reach

Digital Marketing Institute courses are taught and recognised in
over 60 countries around the world. Gain a certification that will
travel with you, no matter where your career takes you.

Syllabus Advisory
Council
The course syllabus is developed in conjunction with the Digital
Marketing Institutes Syllabus Advisory Council.
The Digital Marketing Institute is closely aligned with and supported by
some of the global leaders in IT, media, finance and communications, as
well as many of the top digital agencies around the world. Our course
content is formed with the input of this Industry Advisory Council so as
to ensure our graduates are qualified in the latest and most in-demand
skills.

Past students
Past students of Digital Marketing Institute courses have worked with
some of the worlds leading brands and companies:

info@DigitalMarketingInstitute.com
+353 1 531 1200
DigitalMarketingInstitute.com