Digital Marketing

By Mariza Halliday - Last update

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What is Digital Marketing?

A business can have the greatest products or services in the world but unless prospective customers know about them it doesn’t mean much. Marketing is about creating strategies to get the word out about a brand and what they have to offer.

Digital or online marketing is the promotion of a brand that wants to connect with potential customers using a form of digital communication, such as the internet. Digital Marketing channels include email, social media, text and multimedia messages, and web-based advertising.

What courses are available?

Universities and colleges in Ireland are offering courses in the following subject areas:

  • Digital Marketing – The study of digital marketing and digital marketing channels as well as content creation strategies.
  • Digital Marketing and Advertising – The study of advertising and marketing campaigns and how they relate to digital marketing channels.
  • Advertising and Marketing – The study of digitally relevant skills for the world of advertising, copywriting, and marketing communications.
  • Marketing – This course offers a focus on marketing and communications within a technological skill base that provides students with an opportunity to develop marketing skills while developing digital media skills.
  • Digital Marketing and Digital Media Management – The study of the complex digital landscape and the latest digital tools and techniques.
  • Online Marketing and Digital Strategy – The study of digital media, web design principles and technologies, online marketing and public relations, and social technologies.
  • Social Media Marketing – The study of the concepts and application of Social Media Marketing so that you can plan and implement a successful Social Media Marketing strategy.
  • Blogging for Business – The study of blogs and how to create and manage your blog as well as how to use blogs to gain exposure.

Studying Digital Marketing in college

Taking a course in Digital Marketing could take place over a few weeks, or last 1 year to 3 or 4 years depending on the programme and career path you choose to take.

There are full-time, part-time, online, or night courses available that cover a wide variety of Digital Marketing topics and subjects as well as in-depth courses that cover everything in a series of modules.

Assessments are largely theoretical with knowledge-based learning materials assessed via essays, examinations, and written tests, but there will also be some project work – either for independent study or in groups. Presentations and case studies are also common to show marketing strategies.

Career options

After completing a course in Digital marketing you will have the strong business knowledge and competence to conduct yourself in marketing with digital media. You can expect a wide range of opportunities and employment within the broad field of marketing and especially within any specialized roles in digital marketing. Your skills will enable you to work within Marketing with Digital Media roles, Brand Marketing with Digital Media, Advertising and Public Relations through Digital Media and Digital Media Consultancy.

Related jobs include:

  • Digital Marketer
  • Digital Advertising
  • Market Research Analyst
  • Search Engine Optimisation Analyst
  • Search Engine Marketing
  • Digital Marketing Analyst
  • Content Writer
  • Graphic Designer
  • Social Media Marketing Manager
  • Product Marketing Manager
  • Email Marketing
  • Marketing Automation
  • Content Marketing
  • Event Marketing

Further study

A course in Digital Marketing is often the first step to go onto further postgraduate study often involving specialization in particular fields and areas of Marketing and Content Creation. You may be interested in further expanding your knowledge base with one of these related fields – Public Relations & Communications, Business Management, or Product Development.


What is Search Engine Optimisation?

Search Engine Optimisation or SEO is the act of improving content and webpages so that they rank higher on search engine results pages.

Common SEO tactics are using keywords, meta descriptions, and links to make content stand out to Search Engine Algorithms. These algorithms determine which webpages hold the most relevant results and will show those pages first, so knowing what they look for means you can create SEO that makes your page highly visible in search engine results – and the higher up your page is, the better the chance that your audience will see it and visit it.

Why do we need websites?

The majority of consumers find and research companies online long before making purchases. Having a website allows you to put all of the information about yourself and your product out there for your customers and clients to see. It also gives you a chance to show your audience how to reach you and keeps your brand visible and relevant.

What is Social Media?

Social Media platforms are software applications (or apps) that allow users to connect and engage with one another and with brands through shared content. It is a direct line of contact between a brand and a customer and has become a very valuable marketing channel.

Where can I study Digital Marketing?

Explore your options here

Did You Know?

· The average consumer attention span is 8 seconds

· Content with relevant images gets 94% more views

· 4x as many consumers would rather watch a video than read to learn about a product

· Email is the most effective marketing channel in revenue generation.

· Subject lines containing emojis have a higher read rate than comparable text-only subject lines.

Mariza Halliday

Customer Care, Relations & Services
Human Resources


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