Master of Science in Digital Marketing and Analytics (MSc.)

Empower your career with advanced expertise in Digital Marketing and Analytics

Elevate your career in the dynamic field of digital marketing with the Master of Science in Digital Marketing and Analytics, offered by the University of New York in Prague (UNYP) in collaboration with Dublin Business School (DBS), Ireland.

This comprehensive program will equip you with the cutting-edge skills and knowledge you need to stay ahead in today’s technology-driven business landscape.

Why Choose This Program?

In the rapidly evolving digital marketplace, businesses demand professionals who can navigate complex data and craft impactful marketing strategies. This MSc program is meticulously designed to meet these demands, providing you with:

• Advanced Digital Marketing Expertise: Develop a deep understanding of digital marketing frameworks and theories, enabling you to leverage new technologies to achieve strategic marketing objectives.
• Data Analysis and Visualization Skills: Master using data analytics tools like Google Analytics and Social Media Insights to optimize advertising budgets and enhance campaign performance.
• Critical Thinking and Research Proficiency: Engage in rigorous research methods to cultivate advanced critical thinking, writing, and decision-making skills, essential for leadership roles in digital marketing.

What You Will Learn

The curriculum is designed to provide a holistic understanding of digital marketing and analytics through the following key modules:

• Web Marketing Management and Metrics: Learn to plan and manage web-based marketing campaigns, analyze online consumer behaviors, and evaluate performance using key metrics.
• Digital Design & Development: Acquire practical skills in creating digital assets, including graphics, videos, and websites, using platforms like WordPress. Gain hands-on experience in building prototypes and managing content effectively.
• Strategic Thinking in the Digital Age: Understand and apply digital marketing frameworks and theories to strategically utilize new technologies in meeting marketing goals.
• Data and Digital Marketing Analytics: Harness the power of data analytics with tools like Google Analytics and Social Media Insights to optimize advertising budgets and improve campaign performance.
• Digital Advertising and Online Marketing Communications: Explore the latest strategies in digital advertising and learn how to craft compelling online marketing communications that resonate with target audiences.
• Business Intelligence and Visualization: Develop the ability to transform data into actionable insights through advanced visualization techniques, facilitating informed decision-making.
• Research Methods: Engage in comprehensive research methodologies to enhance your analytical skills and contribute to the field of digital marketing through scholarly work.

Learning Objectives

• Imbue a critical analysis of the current and emerging digital marketing theories, informed by up-to-date research and activity in the digital marketing field.
• Develop practical skills in problem identification and problem-solving using data and carrying out an organisation’s digital marketing activities.
• Provide a strategic perspective (incorporating multiple viewpoints) and context for digital marketing through the use of digital marketing analytics in a modern organisation.
• Develop an in-depth appreciation of analytics in the form of modern data-driven metrics for marketing activities and how these can be generated and used.
• Develop in learners the competencies to be a successful marketer in the digital marketing and analytical environment.
• Facilitate the development by the learner of applied analytical skills that are directly complementary and relevant to the contemporary workplace and future of work.
• Identify and develop autonomous learning skills for the graduates of tomorrow who can work both independently and collaboratively.
• Provide the learner with a comprehensive platform for career development, innovation, and further study.

Program Overview for Download

UNYP_MDMADownload

Potential Career Paths

Digital Marketing Manager — Leads online campaigns across SEO, PPC, email, and social media. Combines creative strategy with performance tracking to drive business growth.

Marketing Data Analyst — Turns raw marketing data into insights using tools like Google Analytics, SQL, and dashboards. Essential for making data-driven decisions.

Performance Marketing Specialist — Manages paid ad campaigns (Google, Meta, etc.) and optimizes performance, conversions, and return on ad spend.

CRM & Marketing Automation Specialist — Designs automated workflows to nurture leads and retain customers using platforms like HubSpot or Salesforce.

UX/CRO Specialist — Enhances user experience and improves conversion rates through A/B testing, heatmaps, and funnel analysis.

Social Media & Influencer Strategist — Builds brand presence and engagement through content strategy and influencer collaborations on platforms like Instagram and TikTok.

E-commerce & Digital Growth Manager — Oversees digital sales channels, customer acquisition strategies, and growth analytics for online businesses.

AI & MarTech Specialist — Focuses on AI-powered tools, personalization, and marketing tech stacks to innovate campaign performance and automation.

Program Specifications

Awarding Body: Quality & Qualifications Ireland (QQI)

Degree Awarded: Master of Science (MSc) in Digital Marketing and Analytics

European Qualifications Framework (EQF) Level: Level 7

Duration: 1 year (full-time) or 2 years (part-time)