Higher Diploma in Digital Marketing

Overview

As more organisations rely on rich content to drive marketing success and serve customers, the ability to effectively manage digital assets and connect creative content across platforms and touchpoints becomes imperative. The Higher Diploma in Science in Digital Marketing is a conversion programme for graduates who wish to up-skill in digital marketing strategy, theory and practice. Graduates will acquire the necessary skills and acumen to appraise and operationalise digital marketing opportunities and challenges and effectively integrate these into decision-making roles with an organisation.

The programme will enable graduates to play an active role in a diverse range of digital marketing roles and to be in a position to take up further Level 9 postgraduate studies, such as the Master of Science in Digital Marketing.

Programme Objectives

• Provide an academically rigorous framework through which students can develop an awareness of current problems and/or new insights in the digital marketing function to further develop and expand their knowledge of digital marketing.
• Develop a systematic detailed knowledge, experience and understanding of digital content curation for digital marketing in a modern organisation.
• Develop learners’ knowledge and ability to apply and use integrated digital marketing communications, particularly within campaigns, with the intention of using this knowledge creatively in the delivery of digital marketing strategies.
• Demonstrate knowledge of marketing technologies and tools and the role they play in marketing strategies.
• Develop an in-depth appreciation of modern data-driven metrics for marketing activities, and knowledge of using to drive an organisation’s e-business programme.
• Provide learners with the tools to explore web analytics and understand campaign metrics.
• Apply advanced research skills, constructively criticise, draw conclusions and offer recommendations within the marketing environment.

Entry Requirements

• To be considered for admission to this programme, applicants must hold a full Level 8 Honours Bachelor Degree in any discipline from a recognised third level institution, or a full Level 7 Ordinary Degree in a cognate discipline in areas such as Marketing or Business.
• All applicants should have a minimum of ordinary-level Leaving Certificate maths, or be able to demonstrate equivalent competency in maths at this level.
• For applicants whose first language is not English and who have not previously undertaken a degree taught through English, evidence must be provided of proficiency in English language equivalent to B2+ or above on the Common European Framework of Reference for Languages (CEFRL). This must be evidenced through a recognised English Language test such as IELTS, Cambridge Certificate, PTE or DBS English Assessment. Test certificates should be dated within the last two years to be considered valid

Recognition of Prior Learning

Applicants who do not have a Level 8 qualification at a pass award level and who have at least 3 years’ relevant work experience may also be considered through the College’s normal RPL procedures. Relevant professional experience may be taken into account and individuals will be assessed on a case-by-case basis through DBS RPL procedures.

Course Content

The Higher Diploma in Digital Marketing has the following content:

• • Digital Marketing Management
  • Digital Content and Storytelling
  • Digital Marketing Communications
  • Digital Marketing Technologies and Tools
  • E-Business Emerging Technologies
  • Digital Marketing Analytics and Metrics
  • Digital Portfolio

Teaching and Assessment

This is a blended learning programme, with one fully online module. Whether online or face-to-face, the learning is supported with directed e-learning activities and objects, where the lecturer will guide the work-based learning using real-world scenarios and case studies.

Due to the practical nature of this programme the summative assessment strategy is totally focused on a continuous assignment which gives the learner the opportunity to produce a project artefact such as: e-book, digital storybook and digital poster.

At the final year students will benefit from knowledge in a key number of digital marketing areas and work towards the completion of a digital portfolio.

Teaching and Learning Strategy

The HDip in Digital Marketing programme adopts a flipped classroom approach with a mix of on demand and online or in-class timetabled classes. Some weeks, like the first week, the teaching takes place in timetabled classes. On other weeks, students have a mix of on demand units and timetabled classes. In these weeks, the on demand units, which are a combination of guided video, animation, learning interactions and quizzes, are made available on Moodle for students to go through at their own convenience and at their own pace. Some units take around one hour to complete and some take two hours, depending on whether it is a five- or ten-credit module.

The timetabled classes, either online or in-class, are a continuation of the on demand content, so it is important for students to complete the on demand units and any associated activities before the timetabled class that week. Students have at least five days to go through the on demand content before the timetabled class. This mix of learning modes enables students to learn at their own convenience, while enjoying the social learning experience of a timetabled class.

Structure

The Higher Diploma in Science in Digital Marketing programme comprises two 5 ECTS and five 10 ECTS modules, 60 ECTS in total.

Learning activities include:

• • Lecture classroom-based sessions
  • Workshops
  • Practical lab sessions
  • Online class (broadcast live)
  • Online tutorial (interactive)

The Full-time Higher Diploma in Science in Digital Marketing will run over one academic year from Monday to Friday. Calendars for this programme will be available in due course. Please note daytime attendance is required on this programme.

Career Opportunities

With a predicted 150,000 digital jobs and an internet economy worth €21.1 billion by 2020, the digital economy has taken centre stage in Ireland’s economic recovery with the industry creating hundreds of jobs every month.

Graduates of this programme will acquire the necessary skills and acumen to appraise and operationalise digital marketing opportunities and challenges and effectively integrate these into decision-making roles with an organisation. The programme will enable graduates to work in diverse range of digital marketing roles and/or be in a position to take up further Level 9 postgraduate studies, such as the Master of Science in Digital Marketing.

Fees

The fees for the Higher Diploma in Digital Marketing are €9850 with €500 scholarship.

Next Steps

Application Procedure – Apply via our online application form.