Digital Media and Marketing Atlantic Technological University

Overview

Classical marketing theory and professional practice are challenged continuously by revolutionary digital and marketing technologies in contemporary organisational environments. 

The applied curriculum in this master's programme in Digital Media and Marketing from the Atlantic Technological University, integrates at its core, the technological instruments which have changed the professional practice of the marketing discipline fundamentally.

Lecturer-student engagement on this programme will lead to the development of an interactive community of learners and researchers, with contributions to content, generated not only by the lecturing team, but by students.

The fast-paced field of digital media and MarTech as applied to the profession of marketing, requires this kind of participant interaction, enabling participants to gain maximum benefit from new knowledge generation in this discipline.

Career

Currently 68,000 Irish jobs are directly linked to those employing digital skills and tools with approximately one in seven Irish people (13.5% of the adult population) making a supplementary income on the internet. 

The digital economy represents 6% (€12.3bn) of GDP and it is expected to grow to 7.9% (€21.4bn) by 2020.  (Department of communications, Climate Action & Environment, 2016).    

Programme chair Dr Janine McGinn says the demand for this course, in particular MarTech (marketing technology) skills, is well documented in reports such as the recently published Digital Health Index which finds that a mere 5% of small businesses possess web sales abilities despite 59% of customers saying online purchases are important to them.

Also, 75% of SMEs struggle to use software and apply digital skills to improve business productivity, analyse customer data, and promote an online presence.