Bachelor of Business (Honours) Digital Marketing

Bachelor of Business (Hons) in Digital Marketing

Course Overview

  • 4


  • 8


  • 304


  • AL857

    CAO Course Code

Why take this course?

The digital economy is flourishing and with more and more brands putting a focus on digital marketing, demand for suitably qualified candidates is skyrocketing. As a result, digital marketing is one of the few sectors where demand for graduates is exceeding supply. In fact, the digital skills gap is so great, the European Commission has estimated that there are 900,000 unfilled digital jobs across Europe. It’s clear that a qualification in digital marketing will go a long way towards future-proofing your career and increasing things like job security.

It’s important to note, digital marketing is what we call a ‘broad church’ discipline which means it caters for a wide variety of interests and abilities. Among the most in-demand digital marketing skills currently are digital advertising, content and digital asset creation, content strategy and social media marketing. This is great news for creative types! For those who veer more towards the more analytical end of the spectrum, hard skills, including advanced data analytics, never go out of fashion.

Students undertaking this four-year honours degree programme will learn digital marketing theory, for example, cyber psychology, whilst getting hands-on practical experience from academics with industry experience. This will be crucial to your constant development and upskilling because digital marketing is an ever evolving, fast-moving field.

Our much sought-after graduates have found employment in digital marketing agencies and SMEs in the Midlands and beyond. If you have an interest in business, marketing and both the creative and scientific aspects of digital, then this course is ideal for you.

What will I experience?

During this degree, you can:

  • Develop creative content, apply SEO and explore cyberpsychology and its ability to alter human behaviours within the context of real life digital marketing campaigns;
  • Experience an internationalised campus with large numbers of European and Asian students undertaking degree programmes who bring a global focus to your learning experience;
  • Enjoy lecturers’ wealth of industry experience and the faculty’s extensive links with industry, commerce and the public sector;
  • Undertake a semester or a year abroad at one of AIT’s overseas partner universities. For example, AIT has business links with the Aix Marseille Université, Aix-en-Provence, France and the University of Graz, Austria.

In this episode, digital marketing lecturer Dr Aisling Keenan talks all things digital marketing, including modules, what to expect from your capstone project and exciting career prospects.

What opportunities might it lead to?

By 2020, Ireland’s digital economy is expected to exceed €21.1 billion, creating 150,000 jobs in the process. Graduates will develop the skills necessary to qualify them to work in an in-house and agency capacity which is key to rounding out their skillset. These jobs include:

  • Digital Marketing Executive,
  • Online Marketing Executive,
  • Social Content Manager,
  • Search Marketing Consultant,
  • Digital Analytics Manager,
  • Digital Project Manager,
  • Front End Development Lead,
  • Digital Media Senior,
  • Digital Marketing Account Executive,
  • PPC Account Executive,
  • Brand Manager.

Additional Information

Industry partners & industry certification

All students have the option of seeking the following additional certification when completing this programme:

  • Hubspot Inbound Marketing Certification (SEO Module),
  • Google Analytics for Beginners Certification (SEO Module),
  • Advanced Google Analytics Certification, (Advanced Web Analytics Module),
  • Google AdWords Fundamentals Certification (Advanced Web Analytics Module),
  • Google Search Advertising Certification (Advanced Web Analytics Module).

​Course spotlight: Digital marketing lecturer Dr Aisling Keenan discusses the course structure, embedded industry certifications and so much more.

Course Details

Course Duration:
4 Year
CAO Course Code:
Cut Off CAO Points:
Course Award:
Bachelor of Business (Honours)
Course NFQ Level:
Level 8
Dept of Business & Management
Minimum Entry Requirements:

Grade H5 at higher level in two subjects, plus Grade O6/H7 in four other subjects in the Leaving Certificate. Two of these subjects must be mathematics and a language (English or Irish).

QQI: QQI applicants to this programme must hold one of the following awards: Business Administration (5M2468), Business Studies (5M2102), Marketing (5M2069), Office Administration (5M1997), International Trade (5M2111). They must also hold distinctions in 3 modules.

Lecturer Testimonial

Dr Aisling Keenan, Dept of Business & Management  Profile Image

Dr Aisling Keenan, Dept of Business & Management

"If you want to immerse yourself in the world of digital marketing learning in an environment where lecturers and students work closely together in world-class facilities, then one of our undergrad or postgrad courses might be for you."

Student Testimonial

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Shannon McGovern, BBs (Hons) in Digital Marketing

"I loved every aspect of my course, from learning about different marketing trends to learning how to utilise different marketing tools and channels. My lecturers were extremely engaging and cultivated a really friendly and enjoyable learning atmosphere."

Student Testimonial

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Mark Lynch, Inbound Marketing Associate, Dot Dynamic

"I got the opportunity to work with Henshaw Eyewear as part of my final year project. Working with a real business - helping them set and achieve strategic digital marketing goals – gave me invaluable, industry-relevant experience."

Course Structure

Year 1

Year 1

The first year will introduce you to the main functions of business and will provide you with the foundations of both marketing and digital marketing: • Digital Marketing Applications, • Social Media Sales and Marketing, • Microeconomics for Social Media Marketing, • Macroeconomics for Social Media Marketing, • Marketing, • Computer Applications, • Learning and Development for Higher Education, • Financial Accounting, • Business Mathematics.

Year 2

Year 2

• Video and Animation Development, • Digital Concepts and Analytics, • Marketing Management in a Digital Age, • E-Business, • Information Technology and Computer Applications, • Services Marketing, • Applied Entrepreneurship, • Management of Human Resources.

Year 3

Year 3

Reinforce core digital marketing understanding and specialise in a particular subject area including: • Creative Content, • SEO and Web Usability, • Advanced SEO and Web Usability, • Cyber Psychology and Behaviour,• Market Research and Analysis, • Managerial Finance, • Business Modelling and Enterprise, • Digital Marketing Strategy.

Year 4

Year 4

Reinforce core digital marketing understanding and specialise in a particular subject area including: • Digital Content, • Integrated Marketing Communications, • Applied Digital Project Proposal, • Advanced Analytics, • Applied Digital Project, • Contemporary Issues in Marketing, • Ethics and Digital Marketing.

Careers & Opportunities

Career Prospects

This qualification will furnish you with a wide and varied skillset meaning you will have the ability to work in enumerable in-house and agency positions where the demands for marketing with social media skills are apparent. Graduates from this degree have secured employment in many roles such as: Digital Marketing Assistant, Web Designer, Social Media Marketing, Digital Marketing Manager and SEO Consultant.

Further Study

Further study

As a graduate of this programme, you are eligible to apply for a level 9 master’s programme such as a Master of Science in Digital Marketing here at AIT. Full details of our postgraduate programmes are contained in the AIT Postgraduate Prospectus.

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