GMIT Mayo offers new industry-aligned part-time MSc in Digital Media and Marketing

Wednesday, December 18, 2019 Press Office
Press Release

New two-year part-time MarTech (Marketing Technology) blended course starts Jan 2020

GMIT Mayo is pleased to announce a brand-new part-time post graduate programme, the Master of Science in Digital Media and Marketing, which will commence delivery in January 2020.  The two-year Level 9 course is suitable for those who hold a primary degree in any discipline and wish to gain a postgraduate qualification in this dynamic, high-demand skills set. 

The 90-credit postgraduate course will be delivered in a blended format comprising online, live lectures, group virtual work, research project and attendance only on two days per month in a classroom/lab environment.

This is a structured research master’s designed in line with the new Technological University master’s degree model as referenced in the TU Act, 2018.

The first stage of this programme is focused heavily on hands-on application of innovative marketing technologies and website building and optimisation. Unlike other postgraduate marketing programmes available, there is a strong emphasis on the professional active use of MarTech tools. A Level 9 certificate (30 credits) is awarded following completion of the MarTech and Marketing Strategy and data analysis and visualisation modules. 60 credits are focused on independent research and dissertation.

Programme chair Dr Janine McGinn says the demand for this course, in particular MarTech (marketing technology) skills, is well documented in reports such as the recently published Digital Health Index which finds that a mere 5% of small businesses possess web sales abilities despite 59% of customers saying online purchases are important to them. Also, 75% of SMEs struggle to use software and apply digital skills to improve business productivity, analyse customer data, and promote an online presence.

The taught modules are:
• Marketing Strategy Theory and Application
• Digital Content and Marketing Technology
• Search Engine Analytics
• Visualisation for Strategic Decision Making

Research modules are:
• Research Methods and Critical Analysis
• Dissertation

Applicants with a L8 Bachelor (Hons) degree with a minimum grade classification of H2.2 or equivalent in Marketing, IT/Computing, Business or cognate area qualify for direct entry. Applicants who do not have the entry requirements but do have sufficient work-based experience and other formal learning can be considered for entry under a formalised process or recognition of prior learning (RPL).

Student testimonials

Valarie Donohue, who recently completed the Level 9 Certificate in Digital Media & Marketing course, through Springboard, describes her experience of it. “Having worked in the financial services sector for many years I decided to take some time to stay at home and look after my four children. I saw this as an opportunity to up-skill and retrain in a new area. I completed a Diploma in Marketing but felt that I needed to learn more about the digital element as I had no experience in this area. When I began this course, I was overwhelmed with the prospectus and unsure if I could complete but I did, through the support and guidance of the excellent teaching staff.”

“The course was delivered in a manner which was achievable for every level of experience. The lecturers were flexible and considerate always of students’ circumstances. I have gained valuable practical experience in website design, strategic planning and in using cutting-edge analytics tools that will be of benefit to me in any career going forward. The experience has been positive and rewarding for me professionally and personally.”

Vincent English, another graduate, says: “The Level 9 in Digital Marketing was, without doubt, the most useful and beneficial course I have ever done. I enrolled in the course with the intention that I would get a grasp of the fundamentals of SEO and website design, how to promote and engage more effectively in social media. The practically grounded approach, the engaging and helpful nature of all of the lecturers, and the collaborative teaching methods resulted in a far deeper involvement than I had originally envisioned. The success of the venture in such a short time is due entirely to the marketing and branding skills I learned in the course. Learning to understand your target market and focus energies in that specific segment with a simple and clear message, is a necessary skill that every company must acquire. This course does it all! I honestly cannot recommend it highly enough.”

If you are interested in doing this part-time course, please apply to the GMIT Mayo campus directly to Dr Janine McGinn, email: and/or telephone +353 (0)94 9043111.

For further information on the Master of Science in Digital Media and Marketing, click here

For further information about GMIT Mayo, see:


Galway-Mayo IT, IT Sligo and Letterkenny IT are working towards becoming a Technological University for the west and northwest of Ireland.

Issued by Regina Daly, GMIT Communications & Press Officer, GMIT (Dublin Road) Galway.
Tel. 0035391742826 / 087-9618355 (m)