Digital Marketing

Postgraduate Certificate

Course Details

Course Code	SG_SDIGI_S09
Level	9
Duration	1 year
Credits	30
Method of Delivery	Online
Campus Locations	Sligo
Mode of Delivery	Part Time

How to Apply

Course Overview

The Level 9 Certificate in Digital Marketing is part of the suite of postgraduate Marketing programmes offered by ATU Sligo. This suite of programmes consists of:

– Two postgraduate certificates in Digital Marketing and Marketing, each of which can be completed online over 1 academic year (2 semesters).

– A postgraduate diploma in Marketing that can be completed part-time online over 2 academic years (4 semesters) and is equivalent to completing the two postgraduate certificates.

– MSc in Marketing – The MSc in Marketing can be completed online in one calendar year full-time or in 2 to 3 years part-time. Learners who have completed the two postgraduate certificates/diploma can choose to complete a dissertation or capstone project to achieve their masters qualification.

This suite of programmes allows the learner to tailor their own learning path – learners can choose to register for the MSc in Marketing from the start of their studies or to progress from the PG Certificate to the PG Diploma and onto the Masters, as suits their learning needs. Please refer to the individual webpages for further details on each programme.

The aim of this online Level 9 Certificate in Digital Marketing is to equip learners with the knowledge and skills to develop digital marketing practices to the highest standard. The student will combine leading-edge knowledge, within the digital marketing arena, with a practical insights approach to practice. The programme will reflect modern contextual challenges from digital marketing effectiveness to commercial considerations. Throughout the programme, the learner considers the theoretical development of marketing combined with an appreciation of marketing as a profession, with a particular emphasis on the area of digital marketing.

The learner profile for this award is expected to be those working in a management and/or marketing role looking to upskill with an aim of personal development and improving the effectiveness and efficiency of their marketing competencies. In addition to learners already in employment, this course is also intended for suitable graduates progressing from undergraduate level who wish to focus on marketing. This course will allow learners to develop relevant skills and knowledge that can help to unlock their potential when they proceed to the next stage of their career, while they continue work.

Programme Structure

The table provides a short overview of the modules that the learner will complete as part of this programme. Further details on each module can be found under the Course Format tab.

The learner can see in the figure below where the Level 9 Certificate in Digital Marketing sits into the learners journey to an MSc in Marketing.

Features and benefits of the course:

Flexible part-time study – the programme is delivered online in the evenings allowing you to fit your studies around work and other commitments. Live lectures are recorded and you can access all module material at any time from wherever you are in the world.
Tailor your learning – study towards the qualification that meets your needs, be it the PG Cert in Digital Marketing (2 semesters), PG Dip in Marketing (4 semesters) or the full MSc in Marketing (4 to 5 semesters)
Learners can progress from PG Cert to PG Diploma and onto the Masters or exit with a PG Certificate or Diploma.
As an online student on the PG Certificate you will have a maximum of 5 hours of lectures per week plus additional time to dedicate to your own reading and projects as required.
Practical implementation of concepts that provides graduates with the knowledge and skills to identify innovative digital marketing opportunities.
Develop an understanding of the latest and most appropriate theories relevant to the digital marketing domain.

Course Details

Year 1

Semester	Module Details	Credits	Mandatory / Elective
1	Business Analytics The aim of this module is to provide students with an understanding of the field of business analytics. This module will allow graduates to function in the modern business environment with the ability to operate between data scientists and management. It covers a broad range of topics, including areas related to quantitative analysis, statistics and data visualisation. Crucially, it also informs students of business performance metrics which are relevant in the modern working world. Students will learn how to engage with relevant literature, perform quality analysis and reinterpret it for application across all levels of the business. Learning Outcomes 1. Critically assess a wide range of spreadsheet functions used in a business environment 2. Demonstrate proficiency with appropriate statistical techniques, including descriptive and inferential analysis, that apply to businesses. 3. Examine and applybest practice in effective data visualisation techniques. 4. Critically reviewrelevant business performance metrics and their role in the modern business environment. 5. Critically engage withrelevant literature and report on key business insights arising from relevantanalysis.	10	Mandatory
1	Digital Marketing This module will equip the learner to build and develop essential skills to research, plan, implement, create and monitor effective digital tactics to deliver enhanced marketing activities. Learning Outcomes 1. Critically examinethe opportunities and challenges associated with digital and content marketing for business performance 2. Comprehend and explore the various digital media platforms available, their limitations, and best practice 3. Illustrate the critical role of web analytics involving the collection, measurement and analysis of data 4. Contribute to the development of new digital marketing techniques, ideas or approaches 5. Contribute to the development and design of new digital marketing content using industry specific software to produce marketing material	05	Mandatory
2	Digital Customer Experience This module explores Digital Customer Experience, and its role within the modern business. It examines relational and experiential marketing, the expectations of the modern customers and how technology has driven these expectations. Additionally, the module assesses the use of data driven metrics which incorporate AI and other technologies to allow managers to provide the expected level of digital experience that the customer demands. Learning Outcomes 1. Examine how Digital Customer Experience is constructed and employed across marketing 2. Critically assess how technology is shaping Digital Customer Experience 3. Examine and assess the management of touchpoints throughout the customer journey across multiple platforms 4. Critically assess the role of data to drive Digital Customer Experience, including personalisation, retention and service encounters.	05	Mandatory
2	Design Thinking for Innovation Design Thinking is a human-centred design methodology that provides an iterative approach to identifying and solving problems. The research-based method integrates the needs of people, the possibilities of technology, and the requirements for a viable business success model, to design innovative solutions that benefit all project stakeholders. Learning Outcomes 1. Determine project tasks and stakeholders. 2. Conduct project specific research through interviews, usability tests, etc. 3. Interpret research and define specifications to ideate solutions. 4. Experiment by building prototypes to validate solutions. 5. Evolve and present prototypes through research participant feedback.	05	Mandatory
2	Digital Brand Management Brand Management provides strategic insights into the role and relevance of digital branding. A holistic and integrative approach covers the fundamentals of successful digital brand management. There is a focus on analysis, debate and seminal contributions. Learning Outcomes 1. Appraise the foundations and fundamentals of brand management in a digital landscape. 2. Interpret the appropriateness and usefulness of brand models in a digital era. 3. Show insight and critical knowledge into process aspects of digital branding. 4. Synthesise the transferability of brand theory into various contexts in a digital age. 5. Conduct analyses to formulate and implement a strategic approach to digital branding and digital branding effectiveness.	05	Mandatory

Recommended Study Hours per week

There will be two to three modules per semester. Each will have two to three hours of live online lectures per week. Live lectures normally take place after 6pm, Monday to Thursday. Students can also expect to allow for additional time to dedicate to reading and projects as required.

Examination and Assessment

Assessments will vary between project work, reports and a final examination. Most modules are assessed using 100% continuous assessment and one module also has a final exam.

On-Campus Attendance Requirement

No on-campus attendance required.

Progression

The Level 9 Certificate in Digital Marketing is part of the suite of postgraduate Marketing programmes offered by ATU Sligo. This suite of programmes consists of:

Two postgraduate certificates in Digital Marketing and Marketing, each of which can be completed online over 1 academic year (2 semesters).
A postgraduate diploma in Marketing can be completed part-time online over 2 academic years and is equivalent to completing the two postgraduate certificates.
MSc in Marketing – The MSc in Marketing can be completed online in one calendar year full-time or in 2 to 3 years part-time. Learners who have completed the two postgraduate certificates/diploma can choose to complete a dissertation or capstone project to achieve their masters qualification. This suite of programmes allows the learner to tailor their own learning path – learners can choose to register for the MSc in Marketing from the start of their studies or to progress from the PG Certificate to the PG Diploma and onto the Masters, as suits their learning needs. Please refer to the individual webpages for further details on each programme.

The flexibility of the suite of programme allows people to complete the PG Cert in Digital Marketing and then apply for the PG Diploma in Marketing and afterwards progress to the Masters. Alternatively, you can apply for the Masters directly.

Download a prospectus

Postgraduate Prospectus Online, Flexible & Professional Development Prospectus

Entry Requirements

Applicants should have a Bachelor of Business Studies (Honours) Level 8 2.2 minimum or above.

Applications will also be considered from graduates with the following:

– Level 7 Bachelor of Business Studies (Ordinary) plus 3 years relevant marketing work experience that will be subject to consideration under ATUs Recognition of Prior Learning (RPL).

– Other Level 8 (Honours) primary degrees in any discipline plus 3 years relevant work experience in a management/supervisory role.

Applicants with other qualifications and with relevant work experience may also be considered through ATU Sligo’s Recognition of Prior Learning (RPL) process. RPL is a process that may allow you to gain admission to a programme or to receive exemptions / credit from some parts of a programme based on demonstrated learning that you may have achieved through another programme of study or through your work and career. Further information is available through www.atu.ie/recognition-of-prior-learning which our dedicated RPL portal or by contacting our admissions team at admissions.sligo@atu.ie.

Fees

Total Fees EU: €2400

Further information on fees

Careers

While the programme will be of interest to a wide and varied audience in business and marketing fields, the specific career and career advancement opportunities that the award supports include: