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What will I learn?

The learning objectives of this programme 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?

Curriculum

Students complete 11 core modules listed below, including a Marketing Project, to be carried out during the summer term.

Autumn Trimester Spring Trimester Summer Trimester
  • Strategic Marketing Management
  • Consumer Insights & Analytics
  • Consumer Behaviour
  • Omnichannel Marketing Communications
  • Pricing
  • Creating and Managing Customer Value
  • Brand Management
  • Digital Retail
  • Marketing Project
  • Advanced Analytics & Big Data
  • Launching New Products

Please be advised that the above reflects the 2024/2025 curriculum structure and is subject to change each year.  Further details on individual modules will be available in mid July.

The MSc in Marketing programme offers an intensive year-long curriculum designed to nurture future marketing leaders. The programme is receptive to graduates of business and non-business backgrounds who aspire to excel as proficient marketing professionals. The key feature of this programme is to provide our students with the knowledge and skillsets they need to succeed in the dynamic field of marketing. This is why we define this programme as Marketing Mastery: From Classroom to Career. 

We aim to accomplish this through three pillars: knowledge, skills, and practice. In terms of knowledge, we furnish students with fundamental and cutting-edge ideas about consumer behaviours, marketing strategies and the influences of marketing on society. These ideas come from the classic, refreshed with the most recent research-derived insights in marketing and related disciplines. The knowledge will be taught against the real-life cases which companies encountered, and through the expertise of the best marketing professors in Ireland. In terms of skills, this programme focuses on six core skills that marketing professionals most often need, and that the World Economic Forum deems critical. These skills are strategic thinking, problem-solving, quantitative analyses, creativity, communication and leadership. Every module that we offer develops at least a few of these skills through their teaching and assessment approaches. Our third pillar, the practice, challenges students to put their knowledge and skills together across different contexts. Students in our programme will be tested on their strategic decision-making and adaptability through real-world projects, case studies, and simulations. Collaborative assignments, guest lectures and short-term exchanges will further provide them with opportunities to engage with industry professionals and refine their knowledge and skill sets in a real-world, interactive environment. 

Programme Competency Goals

Programme Learning Outcomes

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

Knowledge of the Global Context and Global Mindset

Our graduates will have a comprehensive understanding of the global marketplace, fostering a strategic mindset that appreciates diverse consumer behaviors, market dynamics, and cultural nuances.

Demonstrate an understanding of global competitive markets, cultural nuances and regulatory environments that shape global marketing.

Analyze and synthesize global market trends, cultural differences, and consumer behaviours to identify market opportunities.

 

Discipline-relevant quantitative knowledge and skills

Our graduates will adeptly apply quantitative analysis and statistical methods to marketing data and making informed, data-driven decisions.

Demonstrate an understanding of data, data structure and statistical methods.

Apply mainstream statistical tools to analyze market data, identifying patterns, trends, and relationships that inform marketing insights and decisions.

Utilize advanced analytic techniques to interpret consumer data, translating quantitative findings into actionable marketing strategies.

Responsible Business Leaders

Our graduates will be imbued with a strong ethical compass, sensitizing to the impacts of marketing practices on consumer welfare, the societal well-being and environmental sustainability.

Be characterized by their commitment to corporate social responsibility, transparency and the ability to foster ethical standards within their future organizations.

Critically assess the ethical implications of marketing decisions, ensuring responsible and inclusive practices in dedicated markets

 

Critical Thinking

Our graduates will develop the ability to engage in reflective thinking to analyze and evaluate multifaceted aspects of marketing challenges.

Assess the validity and reliability of diverse sources of marketing information with a critical lens.

Consider both quantitative and qualitative data when designing marketing strategies and identifying potentials for improvement.

Aware of assumptions and biases when applying different statistical methodologies.

Communication and Collaboration in Diverse Settings

Our graduates will foster skills to exchange ideas and manage teamwork across a variety of cultural, geographic, and professional contexts.

Collaborate with peers and professionals from various backgrounds to develop marketing initiatives

Develop the proficiency to tailor communication of marketing plans to a variety of stakeholders, including customers, managers, and the community.

Utilize digital marketing tools to engage with target markets, ensuring efficient and impactful communication strategies in a rapidly evolving digital world.

 

Global Leadership Programme (GLP)

Our optional Global Leadership Programme (GLP) offers you a unique opportunity to engage in a diverse range of co-curricular professional development activities alongside the modules you take on the Master's programme. Participation in the GLP can give you an advantage over similarly qualified job candidates and increase your readiness for success in the workplace.

Learn more about the programme here

Sustainable Development Goals

As part of the curriculum, students are engaged with issues related to sustainability in all of its many facets, including responsible leadership, responsible consumption and production, climate action, and inclusive business practices. As educators, we believe in the value of exposing our students to a variety of perspectives on the role of business in society and equipping them with the knowledge and skills they need to tackle even the most intractable problems. Our programmes seek to develop informed and imaginative leaders that are mindful of responsible and sustainable business objectives and practices and embed a number of the UN sustainable development goals (SDGs) in the curriculum.

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