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What will I learn?

The learning objectives of this course couple conceptual knowledge of Marketing Management with the ability to assimilate and apply concrete skills in a genuine business context. Specifically, our graduates will:

How will I benefit?

The course content and overall reputation of this Masters in the eyes of recruiting companies makes it an especially attractive option for students and professionals looking to either kick-start a marketing career or take a further step up.

  1. Modules are delivered by experienced academics and senior industry practitioners, providing the conceptual and managerial perspectives vital to a successful marketing career
  2. Graduates of the course work in a variety of industries, including consumer goods companies, financial services, pharmaceuticals and electronics
  3. They secure employment in a range of prestigious multinational companies, such as Coca-Cola, Hewlett Packard, Google, Facebook, Microsoft and Sony.

The programme also offers a highly international and participant-centred learning environment, which enables students to build strong networks with fellow classmates, alumni and business leaders.

Curriculum

The one-year full-time and two-year part-time formats of this course comprise core modules and option modules (4 + 3), the part-time version being delivered during daytime classes. Both formats also entail a Company Project (Major Marketing Project), to be carried out during the summer term.

 

Semester 1Semester 2Summer Term

Option modules

Option modules

Option modules

Note: option modules listed are indicative of what has been delivered in previous years. What is offered each academic year is subject to change.

The MSc (Marketing) programme is a rigorous course to prepare graduates for positions in brand management and marketing in Ireland and abroad. The programme is suitable for business graduates with a marketing orientation and marketing professionals wishing to build upon their existing skills. It also caters for students with an undergraduate background in psychology, social science or other cognate disciplines which inform marketing theory and practice (Purpose).

Marketing plays a central role in creating, communicating, capturing and sustaining value for organisations, customers and society. The rapid digital evolution and increasingly savvy consumers have made it essential for organisations to build strong brands, and to engage customers effectively and in innovative ways in order to remain competitive. This environment makes it essential for modern day businesses to employ skilled marketing professionals and underpins the strong demand for our graduates. The MSc in Marketing aims to equip students with the theoretical knowledge, analytical skills, and methodologies necessary to analyse market environments, understand consumer behaviour, and to develop integrated marketing strategies and campaigns that deliver value to organisations, consumers and society. The programme also aims to provide students with the analytical skills to navigate through a culturally and technologically changing marketing environment (Education and subject/discipline/professional values).  

The program offers a highly international and participant-centred learning environment. The programme has strong relationships with industry, and a central element for which it is noted is a Major Marketing Project through which students work on marketing strategies for leading global companies such as P&G, Unilever, Danone, Mondelez and PepsiCo (the nature of the learning environment for students).

All modules are research-led and emphasise the application of theoretical knowledge to real-life marketing challenges, for example, via case-studies and firm collaborations. In addition to a set of core course, students can choose from a wide range of optional modules including digital marketing, data-driven marketing, brand management, and marketing in society, which provides them with the specialist knowledge to excel in their chosen marketing careers (key approaches to teaching, learning and assessment).

On successful completion of the programme students should be able to:

Programme Goal 1: Value Creation - Our graduates will be aware of the critical role marketing plays in value creation  

Programme Goal 2: Strategy - Our graduates will be able to develop strategic and integrated marketing campaigns in real-life contexts  

Programme Goal 3: Technological Change - Our graduates will be prepared for the rapid evolution of new (digital) technologies in global marketing environments

Programme Goal 4: Data-Driven Competencies - Our graduates will be effective in using analytics and metrics to drive marketing performance  

Programme Goal 5: Marketing and Society - Our graduates will be able to critically evaluate the interplay between markets, marketing and society  

Critically evaluate how marketing plays a vital role in creating, communicating, capturing and sustaining value for organisations, customers and society (PG1).

Identify opportunities for value creation, and to develop meaningful value propositions (PG1).  

Strategically analyse market environments, including customer, competitor, company, context and collaborator (PG2).  

Utilise critical market insights to inform, develop and implement integrated marketing campaigns and strategies for companies (PG2).  

Critically assess how technological changes influence consumer behaviour in the market place (PG3).  

Leverage new technologies to more effectively create, communicate, and capture value (PG3).  

Apply analytics and metrics in measuring, monitoring and improving marketing performance (PG4).  

Utilise appropriate techniques to extract relevant information from data to guide marketing decision (PG4).  

Utilise marketing strategies and tactics outside business environments to bring about positive change in society (PG5).

Critically evaluate how marketing contributes towards societal problems and how these can be resolved (PG5).

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