Digital Marketing (Online) - Postgraduate Diploma

Program Overview

The Postgraduate Diploma in Digital Marketing from Technological University of the Shannon (TUS) provides a comprehensive understanding of digital marketing strategy and practice. The program prepares individuals for careers in digital marketing, equipping them with practical experience and a solid foundation in industry best practices.

Program Outline

Digital Marketing (Online) – Postgraduate Diploma - TUS

Degree Overview:

This postgraduate diploma program in Digital Marketing is designed for learners seeking a highly practical Level 9 qualification in digital marketing practice and strategy. It aims to equip graduates with a deep understanding and knowledge of digital marketing, along with the professional skills needed to operate effectively in the modern workplace.

• To develop critical evaluation skills for factors influencing digital marketing strategy, including the digital marketing environment, digital consumers, and the digital marketing mix.
• To equip learners with the knowledge and skills to develop and manage creative and integrated social media marketing and digital advertising campaigns.
• To provide practical experience in managing search marketing activities, including SEO tactics and paid advertising campaigns.
• To introduce learners to various design and technology components underpinning digital marketing channels and brands.

Outline:

The program is delivered over a 12-month period (January to December) and is structured into two semesters, each with three modules:

Semester 1:

• Digital Marketing Strategy (Credits: 10): This module explores the digital marketing landscape, analyzing the fundamental differences between traditional and digital marketing.
Learners critically evaluate key factors influencing digital marketing strategy, such as the digital marketing environment, digital consumers, and the digital marketing mix. It emphasizes the role of regulation in business decision-making and promoting effective client relationships. Learners analyze how data can be used to understand customers, enhance customer loyalty, and gain new customers through profiling and segmentation.

Semester 2:

• Social Media Marketing and Digital Advertising (Credits: 10): This practical module explores contemporary issues in digital marketing communications and the management of social media and digital advertising activities.
Learners develop skills, frameworks, and experiences for developing and managing targeted, efficient, and budget-conscious social media marketing and digital advertising campaigns. They learn how to target new and existing customers via social media marketing and advertising, critically evaluate the effectiveness of different channels, and integrate these activities with offline communications for a seamless customer experience.
• Managing Search Marketing (Credits: 10): This module provides learners with the knowledge, competencies, and skills to understand, develop, and implement search marketing activity within an organization.
• Digital Technology and Design (Credits: 10): This module introduces learners to various design and technology components underpinning digital marketing channels and brands.
Learners critically evaluate these technologies and their relationship with a brand.

Assessment:

The program utilizes a variety of assessment methods, including:

• Group projects
• Individual lab exams
• Multiple-choice questions (MCQs)
• Individual projects
• End-of-year paper exams

Teaching:

• Online classes take place on Fridays from 9.00 am to 5.00 pm.
• The program is delivered through a combination of lectures, workshops, and practical exercises.
• The program is taught by experienced faculty members with expertise in digital marketing.

Careers:

The program prepares graduates for a range of career opportunities in the digital marketing field, including:

• Digital Marketing Executive
• E-commerce Operations
• Digital Support Executive
• Digital Marketing Specialist
• Marketing and Communication Officer
• Inbound Marketing Specialist
• Senior Digital Client Manager
• Under a partnership with Midland Border East Skillnet, a reduction in fees is available for qualifying students.
• Graduates of this program are eligible to be considered for a place on a master's degree, such as the MSc in Digital Marketing.