Courses in


PG Cert in Digital Media & Marketing GMIT Mayo Campus

Certificate in Business in Digital Media and Marketing (SPA)

A Springboard+ Certificate, starting in January 2021. (Level 9, 30 Credits)

Why Study?: 

The aim of the Certificate in Digital Media and Marketing is to develop participants' ability to use digital media as part of an integrated strategic marketing planning process aimed at reaching overall business objectives.

This programme will develop the knowledge, skills and competencies of a strategic decision maker within an organisation or workplace, enabling them to take on the role of a strategic leader in the digital media and marketing field.

This programme is designed for existing employees and managers in organisations, who need to expand their knowledge in and continuously stay at the forefront of digital media technologies in order to improve organisational or business performance.

In addition to enhancing participants' understanding of the strategic potential of digital media, this course also aims to bolster participants' ability to implement digital media enabled marketing strategies, by developing their practical digital skills and their strategic marketing skills and knowledge.

Programme Modules: 

  1. Web Analytics Dashboard (5 credits)
  2. Digital Analytics for Strategic Decision Making (5 credits)
  3. Digital Content Dashboard (10 credits)
  4. Marketing Strategy Theory and Application (10 credits)

Learning Outcomes: 

The learner will have a systematic knowledge and understanding of the professional practices of digital media and marketing, informed by the latest theoretical and technological developments in the field.

Critically evaluate contemporary technological developments in the field of digital media & marketing.
Strategically evaluate theoretical advances in digital media and marketing to lead implementation of pertinent initiatives within the strategic organisational context.

Critically research, evaluate, design, implement and optimise strategies in the digital media and marketing field with reference to market and web analytics' research undertaken.
Employ search engine optimisation (SEO), user experience design (UX), content management systems (CMS) and web analytics within digital media and marketing professional practice.
Successfully position products and services aligned with market needs for competitive advantage.

Employ specialist analytical tools and digital methodologies, to identify and implement marketing strategies for on-line optimisation.
Research and evaluate novel and emerging digital media and marketing technologies and theories.
Select and apply standard and customised tools and techniques in digital media marketing initiatives.

Conduct comprehensive research and critical analysis of the marketing needs of an organisation considering strategic business objectives and competitive market forces.
Develop an organisational marketing strategy incorporating the most current digital media and marketing
instruments. Develop guidelines regarding professional and ethical practices in digital media and marketing.

Lead a digital media and marketing strategic planning team. Participate in peer collaboration and evaluation exercises.

Reflect on the strengths, weaknesses and potential for future development of his/her own professional expertise.
Appreciate the importance of continuing personal and professional development in the digital media and marketing discipline and critically evaluate the mechanisms and resources available to support that learning.
Develop high quality transferable communicative skills.

Critically discuss and independently assess the technical and ethical implications of his/her own work and the work of others in online and offline communities.
Maintain integrity and independence in professional judgement.


Web Analytics
Cutting edge web analytics tools, click stream metrics, standard metrics, mobile marketing, event tracking, site surveys, customer surveys, social, mobile and video analytics, analytics dashboards, content creation, blog metrics, social media metrics, emerging tools, data gathering tools

Search Engine Optimisation (SEO)
Search engine optimisation, keywords, pay per click marketing, adwords, email marketing, mobile marketing, search engines, webmaster tools, organic v paid ranking, components of search engine, spider crawling, metadata, tags, SEO strategy, optimisation for video and images, monitoring SEO news and trends

Online Visual Studio / Data Visualisation
Professionally research, analyse, present and communicate specialist information employing data visualisation tools; infographics; plots; statistical graphs; information graphs; Internet activity and big data. Critically review developments in the Internet of thing;, online communities and social communities.

Online Technologies
Web evolution – have specialist knowledge of past, present and future trends: web 2.0; mobile web/traffic; infographics and the impact of technology on individuals, communities and organisations.

Strategy for content management:
Managing content: content lifecycle; authorisation of content; sharing content; blogging; video usage; image use; user-generated content; content strategy; KPI's and social metrics.

Online Communities, Social Media & Ethics:
Reflect on and review the professional code of ethics; social media presence online; organisations' identity online; personal identity and cyber ethics. Managing communities online: user engagement and motivation and social behaviours by users, communities and organisations

Post-graduate Studies: 

Graduates from this Level 9 Certificate can progress onto other postgraduate and professional qualifications in digital media, marketing, data analysis etc.

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 and satisfy all Springboard eligibility criteria (


Recognition of Prior Learning (RPL)

Candidates who do not meet this entry criterion may be considered for entry to the programme under a formalised process of Recognition of Prior Learning (RPL). RPL application is via the website.

Other Essential Information: 

How to Apply:

Applications are via the Springboard website

Closing date is 30 November 2020.


Start Date:

January 2021 (dates to be advised)


Springboard+ Fees - FREE for those classified as unemployed.
The Springboard+ Fee for employed participants is €300.

Please note:

Free to unemployed recipients (e.g. job-seekers, carers, one-parent families, etc.). For full list please see

For employed participants on courses of NFQ Level 7, 8 or 9, 90% of the course fee is paid by the HEA.  Participants will be liable for the remaining 10% fee.
Fees will be due once a place has been accepted

Full fee is €3,000. 

Discipline: Computing

Programme Code: 


Location: Mayo

NFQ Level: 9

Category: Springboard/ICT Skills


Dr Janine McGinn

Programme Chair



Springboard+ is co-funded by the Government of Ireland and the European Social Fund as part of the ESF programme for employability, inclusion and learning 2014-2020

Places: 32

Programme Duration: One year