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Assessments and Workload

This programme involves no examinations – instead the emphasis throughout is on the practical application of knowledge to your personal and organisation’s benefit. Assessment workload is spread across the duration of the programme to allow you to combine learning with work and life demands. In order to accelerate learning, between modules participants are expected to complete assigned reading from texts, cases and articles. All continuous assessment is completed by participants either individually or in groups and this is set out in the study guide for each module. Some modules require pre-coursework in addition to the post-coursework which is set for each taught module.

  • Align organisational marketing strategy between marketing competencies, customers and competitors;
  • Understand how to leverage current market position to sustain growth whilst identifying and exploiting new market opportunities; 
  • Manage marketing relationships for long-term commercial benefit; 
  • Develop a marketing dashboard to drive team performance from the leadership team.
  • Identify opportunites for competitive advantage through business operations;
  • Gain insights into the role of operational complexity in the development and maintenance of competitive advantage;
  • Understand the contextual contingencies that can impact the execution of operations strategy;
  • Examine the drivers of operational excellence and the participant role as a senior leader;
  • Learn why some companies consistently execute better than others.
  • Explore principles and tools for effective decision making and strategy execution;
  • Decision-making in uncertain and complex conditions, ensuring that organisational decision processes are effective;
  • Setting goals and motivating people to achieve them;
  • Effective feedback principles for reaching those goals, and creative problem solving.
  • Understanding the language, philosophy and tools necessary to lead projects from inception through completion;
  • Develop a methodological approach to plan, organise, motivate, and control resources in order to achieve specific business outcomes; 
  • Learn how to manage projects in a fast paced every changing VUCA world;
  • Site visit to a leading organisation for an in-depth hands-on opportunity to learn about project management.
  • Develop robust business cases in financial terms;
  • Appreciate the key distinction between corporate profitability and cash-flow and the consequent implications for long-term value creation;
  • Analyse the financial approaches used to evaluate capital investment decisions;
  • Understand the linkages between managerial decision making and corporate financial performance;
  • Appraise the financial consequences of business decisions and make appropriate decisions on financing options.
  • Understand how to apply the principles of personal effectiveness and persuasion to real-world leadership challenges and opportunities;
  • Examine the drivers of exceptional leaders and how they influence their company and the people around them;
  • Acquire and practice communication skills to strengthen influence and avoid habits and obstacles that can erode impact;
  • Develop a personalised action plan for strengthening personal presence and delivering desired results.

Meet the Faculty

Our dedicated team of faculty are widely recognised as skilled educators, ground-breaking researchers and accomplished authors. Through publishing, consulting and teaching they leverage their business expertise and field-based research to deliver programmes, encourage participants to develop new ways of thinking, widen their perspectives and to understand their own challenges and capabilities.

The faculty present topics via a range of engaging methods such as ‘action learning’ projects, case studies, role plays, individual assessment and one-on-one coaching, so as to deliver a unique and lasting learning experience.

Stephen Boyle

Stephen Boyle is a negotiation trainer, lecturer and consultant. He teaches at UCD Michael Smurfit Graduate Business School, where he delivers courses in negotiation, influence and decision making on executive development, MBA, and other postgraduate degree programmes. Stephen also designs and delivers customised executive development for corporate clients and has delivered workshops in Europe, Asia and the United States in sectors as diverse as automotive, construction, financial services, food and agribusiness, government, healthcare, law enforcement, pharmaceuticals, retail and technology. Prior to embarking on an independent training and consulting career 19 years ago, Stephen held roles in management consulting, and in communication and change management at a Fortune 500 company.


Dr Andrew Keating is an Associate Professor in marketing at the UCD Smurfit School of Business. Andrew earned his PhD in 2008 from UCD and also holds an MBS in Marketing, a DBS in Business, and a BA. His research interests at present are in the areas of the intersection between entrepreneurship (venture creation and development) and marketing, the internationalisation of new ventures, as well as exploring consumers and austerity. His research has appeared in leading academic journals such as Entrepreneurship Theory and Practice (FT 50 Journal), Industrial Marketing Management, Consumption Markets and Culture, and the Journal of Consumer Behaviour. He is the academic director for the UCD CEMS MSc in International Management and lectures in the area of consumer marketing and marketing and innovation. Andrew has also been involved in delivering executive education across many of the school’s executive education programmes including for the likes of Alltech, Enterprise Ireland, Google, InterTrade Ireland, and Bord Bia.

Dr. Julie Schiro is an Assistant Professor of Marketing at the Smurfit School of Business, University College Dublin. Her work explores how to motivate good behaviours (e.g., recycling, charity) through humour, awe, and other positive emotions rather than fear. Her other work explores a second interest, visual processing, specifically how visualizing information helps and hinders people's understanding. Dr. Schiro graduated summa cum laude from the University of Southern California with a bachelor's degree in business. She went on to complete her Ph.D. in marketing from the University of Colorado, Boulder. She has industry experience in market research and statistical consulting.



Brian is lecturer of Competitive Strategy and Strategy Execution on the Smurfit School’s MBA programmes. In 2017 he received the UCD College of Business Award for Outstanding Contribution to Student Learning. His current research interests are in the areas of organizational inertia and entrepreneurial persistence. He has presented his research at leading international academic conferences such as the Academy of Management annual meeting, the European Group for Organizational Studies (EGOS) annual colloquium, and the Strategic Management Society’s annual conference. Brian has held key leadership roles within the UCD School of Business. He has served as Academic Director of MBA Programmes and prior to that was Academic Director of Overseas Programmes (Singapore and Hong Kong). 

Jacob Eisenberg is an Associate Professor at the UCD Smurfit Graduate School of Business in Dublin, Ireland, where he has been teaching on the school's top ranked programs. He earned his PhD in Social/Organizational Psychology at Colorado State University (USA) and his research and teaching interests are primarily related to Organisational Behaviour, Human Resource Management and Cross Cultural Management. Jacob's achievements as a lecturer were recognised when he received in 2007 the Annual UCD School of Business Best Graduate Teaching Award. He has worked on training and consulting projects with both public and private organizations, including IBM, Microsoft, ICON, Irish Prime minister's office and the UN. 


Gearóid is a management and leadership development Consultant with over 35 years’ experience of implementing real change. He has gained extensive experience and knowledge working in healthcare, financial services, technology, manufacturing, policing and higher education. His career has both an Irish and an international context, having worked across Europe, Middle East, Asia and the US. Gearóid is a highly sought after management consultant and executive coach who has more than 25 years lecturing experience in leadership and enterprise management on MBA and Masters programmes in a number of Universities.

In his consulting business Gearóid works with both public and private sector organisations to help them to realign their processes and ways of working to maximise the return on their efforts.  He achieves this through a number of different interventions including the implementation of Lean and Scrum. After obtaining his Computer Science degree from Trinity College Dublin, he went on to study Leadership at the Kennedy School of Government in Harvard, received his MBA from UCD.

Paul is Senior Lecturer in Finance at UCD Smurfit School. He is currently Director of the MSc in Finance Programme and was a member of the Governing Authority of UCD from 2001-2005. Paul has worked extensively with industry and has consulted and delivered executive education programmes. His clients include Bord Bia, InterTrade Ireland, ICON, Irish Insurance Federation, Chartered Institute of Bankers in Scotland, Egyptian Banking Institute, Ethiopian Banking Institute, ACCA Ireland, the Arts Council and Enterprise Ireland. Prior to joining UCD in 1990 Paul trained and qualified as a chartered accountant with PricewaterhouseCoopers.

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