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:
- Learn how to create, communicate, capture and sustain value for organisations, customers and society
- Develop strategic and integrated marketing campaigns in real-life contexts
- Leverage digital technology to more effectively reach and communicate with consumers
- Apply analytics and metrics to measure, monitor and improve marketing performance
- Understand how marketing can be utilised in and outside business environments to bring about positive change in society.
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.
- Modules are delivered by experienced academics and senior industry practitioners, providing the conceptual and managerial perspectives vital to a successful marketing career
- Graduates of the course work in a variety of industries, including consumer goods companies, financial services, pharmaceuticals and electronics
- 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.
Students complete 8 core modules listed below, including a Marketing Project, to be carried out during the summer term.
|Autumn Trimester||Spring Trimester||Summer Trimester|
Please be advised that the above reflects the 2022/2023 curriculum structure and is subject to change each year. Option modules listed are indicative of what has been delivered in previous years and are also subject to change.
The MSc in Marketing programme is a year-long rigorous course that is designed to create future marketing leaders. It is suitable for graduates from any discipline who are keen to become an effective marketing professional. The key feature of this programme is to give them nearly every tool they might need to succeed in the real world of marketing. This is why we define this program as the training ground of marketing. We aim to accomplish this through three pillars: knowledge, skills, and practice. In terms of knowledge, we equip students with fundamental as well as cutting-edge ideas on the ever-changing field of marketing. These ideas come from the most recent research conducted within the marketing or related fields, the real-life case studies in which companies go through today, 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 the world economic forum deems as critical. These skills are critical thinking, decision making, people management, problem solving, creativity and communication. Every module that we offer develops at least a few of these skills through their teaching and assessment approach. Our third pillar, the practice, brings everything together. This programme gives students plenty of opportunities to put their knowledge and skills into the practice across different contexts so that knowledge and the skills that they acquire will be automatically activated once they are needed.
Programme Learning Outcomes:
On successful completion of the programme students should be able to:
Marketing Knowledge: Our graduates will be equipped with both fundamental and cutting-edge knowledge in the field of marketing.
Demonstrate an understanding of fundamentals of marketing such as marketing communications, marketing strategy, and consumer behaviour.
Demonstrate an understanding of what is new and forthcoming in the field of marketing.
Marketing Skills: Our graduates will be equipped with skills that are most needed to become an effective marketing professional.
|Demonstrate improved skills that marketeers most often use, including critical thinking, problem solving, people management, decision making, creativity, and communication.|
Marketing Practice: Our graduates will be able to apply their knowledge and skills into real-life contexts and be well-prepared to practice marketing once they graduate.
Apply their foundational and cutting-edge theoretical knowledge into practice across different contexts so that these theories will be utilised when they are needed.
Apply appropriate marketing skills (critical thinking, problem solving, people management, decision making, creativity, and communication) across different business and marketing contexts.
Intercultural Development Programme (ICD)
Being the first and only programme of this kind in Ireland, ICD is an innovative research-driven and theory-based intercultural professional development training programme which aims to help you to stand out among the crowd by developing your Key 21st-Century Skills. These skills are valued by companies, NGOs and governments around the world who operate internationally, together with national companies and organisations who employ and serve an increasingly diverse population. The ICD programme will strengthen your CV and give you an edge over graduates from other Business programmes in the global job market.
Global Leadership Programme (GLP)
Our Global Leadership Programme (GLP) offers you a unique opportunity to engage in a diverse range of cocurricular activities i.e. development activities outside the modules you take on the Master's programme.
It's all about helping you become an impactful leader with a global mindset. This optional programme is designed to build your capacity for effective personal and organisational leadership. When it comes to seeking employment and attending job interviews, the GLP will help give you an edge over other similarly qualified candidates and will considerably strengthen your CV.