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Marketing
J. E. Cairnes School of Business & Economics
National University of Ireland, Galway
MSC [DIGITAL MARKETING]
Programme Handbook 2017/’18
MSc [Digital Marketing] 2017 – 2018 Handbook
2
Welcome
I would like to take this opportunity to welcome you to the MSc [Digital Marketing]
Programme. The Discipline of Marketing at NUI Galway was established in 1980, and is one
of five core Disciplines in the J.E. School of Business and Economics. The School has grown
rapidly in recent years to over 2,000 undergraduate and postgraduate students and has a
permanent academic staff of over sixty. The School has built a reputation for teaching and
research excellence, confirmed by external quality evaluations, and is committed to
innovation and the development of a knowledge-based society, both in our region and
nationally.
The ethos of the Discipline has always been to combine a thorough grounding in Marketing
as an academic subject, with a practical focus in preparation for careers in the field. Students
learn about Marketing, but are also trained in the important core competencies for business.
The Discipline enjoys close links with the business community through involvement of staff
in its graduate placement programme and executive courses.
Members in the Discipline are actively involved in the research institute for Business, Law
and Social Sciences, created within the University as an expansion of the existing Whitaker
Institute (http://whitakerinstitute.ie/). This research institute is one of 4 strategically
prioritised research institutes within the University. The key research themes to be researched
and developed in this research institute are (1) Innovation, Creative Communities and the
Smart Economy, (2) Enterprise, Performance, Agility and Governance, (3) Environment,
Development and Sustainability, (4) Health and Wellbeing, (5) Conflict and Collective
Action and (6) Identity, Culture and Gender.
This MSc [Digital Marketing] is a specialised and innovative full-time postgraduate
programme that has been purposely created to meet the needs of recently qualified graduates
who seek to further enhance their marketing knowledge and expertise, and who aspire to
pursue challenging senior career opportunities in the marketing profession.
It is also a rigorous and demanding programme. You will have to meet the university’s high
standards for a post-graduate qualification. The programme comprises of a mix of lectures,
seminars, projects, case studies and presentations in each of the subject areas. Students also
complete a research dissertation. Supplementing the formal curriculum are frequent
opportunities to hear distinguished visiting academic and industry speakers. Students will be
exposed to the latest cutting edge ideas, techniques and marketing frameworks through the
analysis of industry best practice.
We hope that your time here at NUI Galway as an MSc (Digital Marketing) student will be
most productive and enjoyable.
Yours sincerely
Dr. Declan Fleming, Academic Director
MSc [Digital Marketing] 2017 – 2018 Handbook
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CONTENTS
PAGE
1. PROGRAMME OBJECTIVES 4
2. PROGRAMME STRUCTURE 4
3. SUPPORT FACILITIES 5
4. POLICY STATEMENTS & REQUIREMENTS 7
5. DATES OF TERM 9
6. TIMETABLES 10
7. CONTACT DETAILS 12
8. COURSE OUTLINES 12
9. WRITING & RESEARCH DISSERTATION GUIDELINES 12
Please note that changes and amendments to the content of this
programme handbook may be required throughout the academic year.
The handbook is intended as indicative programme content for the
academic year 2017/2018.
MSc [Digital Marketing] 2017 – 2018 Handbook
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PROGRAMME OBJECTIVES
The programme aims to:
Further develop the students’ knowledge and critical understanding of marketing to
an advanced level.
Cultivate a comprehensive range of applied and analytical skills in marketing, with
a strong emphasis on strategic decision making.
Expose students to the latest cutting edge ideas, techniques and marketing
frameworks through the analysis of industry best practice.
Foster an appreciation of the significant changes and challenges occurring in
increasingly competitive marketplaces.
Develop students’ competencies and confidence through professional training in
business and marketing skills, including oral and written presentation skills.
Provide training in the methods and practice of accepted research methodologies.
Allow students to develop and expand their personal confidence.
PROGRAMME STRUCTURE
The programme is offered on a full-time basis over one academic year commencing
4th
September, 2017.
The MSc [Digital Marketing] conforms fully with the European Credit Transfer
System (ECTS) and consists of 90 ECTS. Students are required to take subjects in
each semester totalling 65 ects, as well as the research dissertation. This research
dissertation (25 ECTS) is completed under an allocated supervisor, with the final
dissertation to be submitted to the Discipline by Monday, 9th
July, 2018.
Semester 1 Courses Semester 2 Courses
Digital Marketing Digital Marketing Strategy &
Services Marketing Management
Research Methods Cases in Marketing Management
Marketing Innovation & & Strategy
Commercialisation Brand Management
Marketing Performance & Productivity Marketing Analytics
Inbound Marketing Strategy Social Marketing & Sustainability
Work on the Research Dissertation (year long) will commence in Semester 1.
Research Dissertation
Please see Research Dissertations Guidelines attached at end of this handbook.
MSc [Digital Marketing] 2017 – 2018 Handbook
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Postgraduate Skills Development
Students in general need support, particularly ahead of an intensive masters
programme, in study and research techniques appropriate to such a programme.
Completing this will be an obligatory but non-examinable component of the
programme. It will cover topics such as how to summarise, file, store and reference
readings, effective note taking, key writing and presentation skills, time and project
management, and study revision skills.
SUPPORT FACILITIES
COMPUTER FACILITIES
There is study space for the MSc (Digital Marketing) located in the Business School.
Computers are provided in that study space, the MAM Suite, for the shared use of
students on the programme and the Masters of Accountancy programme. Information
Solutions & Services (ISS) provide a user support helpdesk (Ext. 5777) for any
technical queries or problems.
LIBRARY FACILITIES
Library term-time opening times:
Monday to Friday: 08.30 – 22.00
Saturday: 08.30 – 17.30
Sunday: 10.00 – 17.30
The Business School librarian (Ext. 3564) is available to provide advice and
information as required.
BLACKBOARD LEARNING SYSTEM
Blackboard is a Virtual Learning Environment (VLE), which is a web-based
application designed to facilitate lecturers in the management of modules for their
students. Students must be registered to access the Blackboard service and log in
using their standard User ID and password (i.e. Campus Account credentials). Using
Blackboard students can download course outlines, lecture notes, assessment
information and other course-related material and upload assignments, including via
Turnitin. It also contains functions that enable students to interact via class
announcements, email, discussion boards. Students log into Blackboard via
Blackboard (https://nuigalway.blackboard.com) or from the NUI Galway website.
Blackboard is available 24 hours, 7 days a week from on and off campus. For further
information please see http://www.nuigalway.ie/blackboard/
INFORMATION SOLUTIONS & SERVICES (ISS)
Information Solutions & Services, located inside the main door of the Library, provide
technical support for students. The Service Desk contact information is: by email at
[email protected] or telephone 091 495777.
MSc [Digital Marketing] 2017 – 2018 Handbook
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STUDENT INFORMATION DESK
The Student Information Desk (www.nuigalway.ie/student-information-
desk/index.html) is located on the Ground Floor in Aras Ui Chathail on the main
campus. Services offered by SID include Exams, Registration, ID Cards, Change of
details, Validation & Stamping of Forms, Lost & Found, etc. Email:
[email protected] or telephone (091) 495999
STUDENT SUPPORT
Details for student support for new entrants to NUI Galway are available on:
http://www.nuigalway.ie/student-life/new-entrants/
Details for student support for all students, including Student Health Unit, Career
Guidance, Counselling International Office, Financial Matters, disability are available
on http://www.nuigalway.ie/student-life/student-support/
INFORMATION ON ADDITIONAL FACILITIES AVAILABLE TO STUDENTS
Please consult www.nuigalway.ie/students for all information relating to:
Academic Information, e.g. dates of term, code of conduct, exams, registration,
plagiarism, etc.
Facilities, e.g. Blackboard, Computers including User Support, Email, Gym, Library,
Parking, PC Suites, Restaurants, Sports Clubs etc.
Support Services, e.g. career development, counsellors, disability office, student
contact centre, student health centre, student volunteering, etc.
MSc [Digital Marketing] 2017 – 2018 Handbook
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http://www.nuigalway.ie/students
POLICY STATEMENTS & REQUIREMENTS
ATTENDANCE REQUIREMENT
The MSc (Digital Marketing) is a full-time programme of study from September 4th
2017 to July 9th
2018, requiring students to be available for classes, project work, and
any additional course activities and events (e.g. seminars, workshops) from Monday to
Friday during term time. This full-time programme spans one calendar year and
students are expected to continue to work on their dissertation over the summer
period. Students are required to attend all lectures, seminars, and course events. In
the exceptional circumstance where a student is unable to attend college for periods
during term, this must be approved through the School Office and the Programme
Director must be kept informed.
LATE SUBMISSION OF COURSEWORK POLICY
You are expected to submit your work by the deadline set by the lecturer for each
assignment. You may only be granted an extension in very exceptional special
circumstances. If you do not submit your work on time, you will be subject to a
MSc [Digital Marketing] 2017 – 2018 Handbook
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penalty. Your work will first be marked without penalty and a penalty will then be
applied.
PLAGIARISM POLICY (ADAPTED FROM THE NUI GALWAY PLAGIARISM CODE OF
PRACTICE)
1. Plagiarism is the act of copying, including or directly quoting from, the work of
another without adequate acknowledgement. The submission of plagiarised
materials for assessment purposes is fraudulent and all suspected cases will be
investigated and dealt with appropriately by the University following the
procedures outlined here and with reference to the Disciplinary Code.
2. All work submitted by students for assessment purposes is accepted on the
understanding that it is their own work and written in their own words except
where explicitly referenced using the accepted norms and formats of the
appropriate academic discipline.
3. Whilst some cases of plagiarism can arise through poor academic practice with no
deliberate intent to cheat, this still constitutes a breach of acceptable practice and
requires appropriate investigation and action.
a. Intentional plagiarism is the clear intent to pass off another person’s work or
ideas as your own for your own gain.
b. Unintentional plagiarism may occur if you do not understand the appropriate
way to acknowledge the source of your ideas and information. If you are
unsure of the acceptable methods of acknowledgment you should consult
with your lecturer or the library staff. Proven plagiarism is a very serious
matter which may result in severe disciplinary action and/or exclusion from
the University.
4. Cases in which students knowingly permit others to copy their work shall also be
subject to the procedures outlined here and considered an offence.
5. A member of teaching staff who suspects that a submitted piece of student work
may be plagiarised should notify the appropriate plagiarism adviser in their
faculty/cognate area. A short report including a copy of the suspected example
and any evidence for plagiarism should be forwarded to the adviser.
6. The plagiarism adviser shall conduct an investigation of the alleged plagiarism,
firstly determining whether it represents a “minor” or “major” offence.
7. All cases of plagiarism are an offence and students should familiarise themselves with
the NUI, Galway code of practice on plagiarism available at
http://www.nuigalway.ie/celt/teaching_and_learning/academic_honesty.html
http://www.nuigalway.ie/plagiarism/
MSc [Digital Marketing] 2017 – 2018 Handbook
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COMPLAINTS & APPEALS POLICY
Issues about a particular course should, in all instances, be first fully discussed with the
course lecturer responsible for that course.
Appeals in relation to examination results are governed by the Examinations Office and
information on Appeals Procedure is available at:
http://www.nuigalway.ie/exams/appeals.html.
DATES OF TERM
First Semester:
Teaching begins: Monday, 4th
September, 2017.
Teaching ends: Saturday 25th
November, 2017.
Study week: Monday, 27th
November, 2017.
Examinations begin: Monday, 4th
December, 2017.
Christmas holidays: Saturday, 16th
December, 2017.
Second Semester:
Teaching begins: Monday, 15th
January, 2018.
Teaching ends for Easter: Saturday, 24th
March, 2018.
Teaching resumes: Monday, 9th
April, 2018.
Teaching ends: Saturday, 21st April, 2018.
Study Week: Monday, 23rd
– Saturday, 28th
April, 2018.
Exams begin: Monday, 30th
April, 2018.
Exams end: Thursday, 17th
May, 2018.
MSc [Digital Marketing] 2017 – 2018 Handbook
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TIMETABLES
SEMESTER 1
TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
9.00 –
11.00 a.m.
Digital
Marketing
(MK5101)
[CA116a]
(Ann Torres)
Research Methods
(MK563)
[CA004]
(Sinead Duane)
Services Marketing
(MK5117)
[CA117] TBC
(Elaine Wallace)
11.00 a.m. –
1.00 p.m.
Marketing
Innovation &
Commercialisation
(MK5115)
[CA001]
(Natasha Evers)
Digital Marketing
Workshops
(MK5101) [CA107]
(Ann Torres)
L U N C H
3.00 –
5.00 p.m.
All lectures are based in the Cairnes Building.
Modules Delivered Online:
MK5109 Marketing Performance & Productivity (MacDara Hosty)
MK5122 Inbound Marketing Strategy (Siobhan McGinty)
PLEASE NOTE: While MK5106 Digital Marketing Strategy & Management is a 2
nd Semester module,
there will be three on campus workshops for this module in Semester 1. Attendance is
mandatory.
Creating Digital Campaigns: Design & Delivery
Wednesday, 27th
September: 3.00 – 5.00 p.m.
Venue: MY129, Lecture Hall 2, Aras Moyola.
Website Clinic:
Thursday, 28th
September: 3.00 – 5.00 p.m.
Venue: MY129, Lecture Hall 2, Aras Moyola.
CEO Clinic:
Tuesday, 21st November: 11.00 – 1.00 p.m.
Venue: MY129, Lecture Hall 2, Aras Moyola.
Please note that occasional changes to the timetable will occur throughout the
academic year and students will be advised in advance of any such changes.
MSc [Digital Marketing] 2017 – 2018 Handbook
11
Please also note that while you have no scheduled classes on Thursdays and Fridays,
this is a full-time postgraduate taught programme and you may, as required, have
additional scheduled class and/or guest speakers, etc. scheduled on those day(s). You
may also utilise these days for your online modules and dissertation work.
SEMESTER 2
TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
9.00 –
11.00 a.m.
Social
Marketing &
Sustainability
(MK5118)
(Christine
Domegan)
Cases in
Marketing
Management &
Strategy
(MK5113)
[CA004] TBD
(Declan Fleming)
11.00 a.m.
– 1.00
p.m.
Brand
Management
(MK5110)
[CA001] TBD
(Elaine
Wallace)
L U N C H
2.00 –
4.00 p.m.
4.00 –
5.00 p.m.
All lectures are based in the Cairnes Building.
Modules Delivered Online:
MK5106 Digital Marketing Strategy & Management (Aoife Kelly) Semester 1 & 2.
MK5104 Marketing Analytics (AnneMarie Scarisrick)
Please note that occasional changes to the timetable will occur throughout the
academic year and students will be advised in advance of any such changes.
Please also note that while you have no scheduled classes on Fridays, this is a full-
time postgraduate taught programme and you may, as required, have additional
scheduled class and/or guest speakers, etc. scheduled on those day(s). You may also
utilise these days for your online modules and dissertation work.
MSc [Digital Marketing] 2017 – 2018 Handbook
12
CONTACT DETAILS
ACADEMIC DIRECTOR MARKETING ADMINISTRATOR
Dr. Declan Fleming Mary Greaney
Room 302, Marketing Discipline, Room 301, Marketing Discipline,
JE Cairnes School of Business & JE Cairnes School of Business &
Economics, NUI Galway. Economics, NUI Galway.
Tel.: (091) 492741 Tel.: (091) 492546
Email: [email protected] Email: [email protected]
COURSE SYLLABI & OUTLINES
Course Outlines are available for each module on Blackboard.
WRITING & RESEARCH DISSERTATION GUIDELINES
Writing & Research Dissertation Guidelines will be distributed separately and are also
available under Dissertation on Blackboard.
