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Advertising (Executive Stream) / Fógraíocht (Sruth Feidhmiúcháin)

DT347 FT

Click Here for Creative Stream

*Internships Are Now Part Of This Programme*


Please note due to the great demand for our programmes early applications are assessed when received and dealt with promptly. Therefore it is advisable to make early applications for an early response. If you do not yet have your final degree results this will not hinder your application as we are happy to issue conditional offer letters in such circumstances.

This course focuses on the acquisition of knowledge and the development of skills in the field of advertising. Students are exposed to a range of relevant marketing communications topics. The masters is designed to equip students for a career in advertising in general, and in advertising agencies in particular.

Mark Brennan

Entry Requirements:


Minimum second class honours bachelor degree (2.2 or higher) in any discipline or equivalent third level qualification. Short listed candidates will be interviewed between mid-May and early June of the year of intake. Students must apply for a place in their preferred stream either creative or executive during the application process.

Note: Due to the considerable competition for our postgraduate programmes satisfying the minimum entry requirement is not a guarantee of a place. Depending on the programme of study applications will be assessed based on your academic grades and may also take into account your work/life experience. Applicants may also be required to attend for interview for specific programmes.

Career Opportunities

Graduates are equipped with the knowledge and skills to enable them to take up positions of responsibility in advertising agencies. Some also work in specialist advertising companies such as creative boutiques or media specialists. Others work in related advertising and marketing service areas such as market research, graphic design, sales promotions or direct marketing. Opportunities also arise with media companies in media sales or on the client side in advertising or promotions management.

Course Content

The first semester introduces participants to the principles of advertising, marketing, consumer behaviour, marketing communications, advertising research, advertising media and creative and production techniques.

In the second semester students specialise in either the creative or executive aspects of advertising depending on their chosen stream. Places on each stream are allocated during the initial selection process. The creative stream focuses on copy writing, art direction, TV and radio production, and design and layout. The executive stream focuses on issues in advertising and marketing, client service and media planning. At the end of semester two all students work on an advertising campaign using a real brief supplied by a client, which they develop and execute in teams, or 'advertising agencies', that 'pitch for the account'; at the end of the course.

Research methods are also introduced to all students in advance of their independent research.

Semester three involves independent learning in the completion of a research dissertation, under the guidance of a supervisor.


Graduates are eligible for the award of M.Sc. in Advertising of the Dublin Institute of Technology

For Further Information

Rosie Hand
School of Marketing
College of Business
DIT Aungier Street, Dublin 2

T: 01 402 7127


School of Marketing, College of Business, DIT Aungier Street, Dublin 2

Timetable / Hours

While next year's timetable is obviously yet to be finalised there are normally circa 20 to 25 contact hours per week in Semester 1.  In Semester 2 there are normally circa 15 hours per week. Given the intensive nature of a one-year taught Masters' programme, and the fact that subjects are new, students are advised to keep a clear working week, and to minimize other commitments in order to participate in the course.

Frequently Asked Questions

What subjects does the M.Sc. in Advertising include?

The first semester introduces participants to a range of subjects that provide the foundation for both the executive and creative dimensions of advertising. These currently include advertising strategy, marketing, consumer behaviour, marketing communications and advertising media, advertising and marketing research and creative techniques including art direction, copywriting and design and layout.

Semester Two sees the participants elect modules depending on their chosen stream. One core module is shared by both streams. The final five weeks of Semester Two are dedicated to an intensive group project.

In Semester Three the student engages with independent learning by researching a dissertation.

What is the duration of the course?

The course runs for one year full-time over three semesters. Semesters 1 and 2 are taught and Semester 3 involves independent learning in the completion of a dissertation. The dissertation will be due for submission in early October.

What about the Dissertation?

During semester three (June - September), students work independently in researching and writing a dissertation which normally accounts for circa one third of the marks for the course overall.  This is a self-directed learning module that is reported in a final Dissertation. The research and learning process attached to this module will address an advertising related problem or issue.

Does the course have Industry links?

The MSc in Advertising has strong industry links and is deeply informed by The Institute of Advertising Practitioners in Ireland (IAPI).

What are the learning outcomes of the programme?

  • Students will be able to demonstrate the principals and processes involved in all channels of communications. This includes advertising, public relations, media, customer relationship management, direct marketing, consumer promotions, multimedia, new media and new channels in development
  • Students will be able to demonstrate knowledge and advanced skills in idea generation, creative concept formation, planning and execution of advertising and marketing communication campaigns
  • Students will be able to demonstrate full cognisance of the changing role of media management including media strategy, media planning, media consumer planning buying and analysis.
  • Students will develop a critical awareness of the processes involved in developing creative strategies including art direction, copywriting and integration of creative across all channels
  • Students will acquire a range of high level skills relating to the principals and processes involved in television, radio and print production as required in advertising campaigns, display, publicity, sales promotion and direct marketing campaigns
  • Students will develop specialised techniques and abilities in the use of software packages for word processing, graphics, desktop publishing and statistical methods such as SPSS
  • Students will be able to demonstrate competence in a range of advanced communication skills applied in varied and unpredictable situations.
  • Students will conduct a research dissertation which allows them the opportunity to reflect, scrutinise and engage intellectually with current advertising issues.

Is there a single contact for the course?

Yes, the M.Sc. in Advertising at the Dublin Institute of Technology has a Course Co-coordinator - a lecturer who manages the programme - Rosie Hand, DIT Aungier Street. Decisions in relation to course content and development are made by the course team and course committee in line with general DIT policy.

More detailed information on course syllabi and so on is contained in the Course Document that is updated each year. This is available from the library, DIT Aungier Street. General information on the industry is available from published and other industry sources.

Who may I contact after the interview if I have any questions?

The queries that generally arise should be dealt with by the Office of Graduate Studies and Research.  Rosie Hand, Course Co-coordinator is normally not available to deal with queries (unless they are exceptional) between the end of June and the start of September.

EU Fees*

For information on postgradute fees, please see the following link: Fees and Funding

Non EU Fees click here

*The fees outlined for each course are provisional and are subject to change