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What will I learn?

The MSc in Marketing and Retail Innovation will equip you with a broad range of strategic, operational and leadership skills that will be an excellent foundation for a career in any business. More specifically the programme outline ensures you have a good overall business acumen, will understand the role of technology and can design customer and consumer propositions that can be applied and implemented in a wide variety of retail or business environments.

Apart from meeting and interacting with real business experiences, you will get a chance to fully immerse yourself in live cases and companies and develop the career skills needed for success in a marketing career in the future.   Students will look at a variety of industries other than pure retail, such as Banking, Telecoms and Utilities, all where retail plays very different roles and creates multiple opportunities and experiences for the customer.

While a significant trend has been a move away from Bricks & Mortar to digital and Ecommerce worlds, the real challenge will be to see companies integrating these dynamics to deliver a more personalised and seamless experience to the customer.

As technology drives change, the implications for media and promotion become even more fragmented and complex. Students will be exposed to the best practice learning of the major advertising and communications industries to understand how they have grappled with those changes and help clients connect with their consumers in a more engaging and dynamic manner.

Learning Outcomes

A comprehensive overview of marketing and emerging retail trends and the tools that industry are currently using to respond.


Critical thinking skills on diagnosing solutions to emerging marketing problems



Ability to develop actionable insight on fast moving consumer behaviours



A range of analytical skills across technology, data and behavioural platforms that will enable graduates to be immediately relevant to careers as entrepreneurs or in large and multinational corporations.



Indicativ Curricula

Autumn TrimesterSpring TrimesterSummer Trimester

Note: Modules are subject to change.

Pillars of Marketing and Retail Innovation

Strategic Retail Leadership

How are the worlds great retailers leading strategy in their business today? In this module, retailing, broadly cast as the selling of a final product to a final consumer will be examined and the strategies of the worlds most innovative retailers will be dissected. The firms examined will be drawn not just from the large, but also from the most innovative and creative, retailers in international markets. The emphasis of this module be upon understanding the key contingencies in developing strategy for retailers and in retail today

International Retail Insights

The traditional locus of retailing in western markets has shifted from West to East. While western markets work hard to manage the impact of digital technology in retail alerts, in many Asian markets the job of retailing has skipped retail chain sand moved direct to online. These and other insights will be explored in thsi module. Looking across geographies and industries the major international retail trends will be extracted and developed as insights for students to bring to future employers, to build startups around or to generate research from.

Leading Retail Innovation

The digital transformation that started over the last 50 years has undergone significant and rapid evolutions during that time. We have moved from the Age of the Internet, through the mobile explosion and now into the world of Big Data and the infinite possibilities of AI, ML, 5G, Blockchain and so much more. Companies are choosing or being forced to reinvent themselves quite dramatically as they work out how to innovate new ideas and new experiences to bring to their customers at speed and at scale. Retailers are learning how to be genuinely customer focused and to create a multitude of different dimensions to their business. The rule books are being ripped up everywhere – retailers are becoming media companies, media companies are becoming retailers, while the fundamentals remain the same. Students will be actively involved in learning how to apply technological developments to different worlds and experiences in order to bring to life real change in the industry.

Corporate Marketing Strategy

This module seeks to provide participants with an advanced understanding of the role of marketing in corporate strategy. It builds upon a foundation in marketing management by taking a higher-level focus on corporate strategy, viewed through a marketing lens. This module combines an exposure to latest concepts and research on corporate and marketing strategy with extensive experience in application to a range of companies and industry situations, from traditional to digital and from domestic to global. The focus is on building stakeholder value by growing business both organically and through acquisition. Topics cover all stages of company development from start-up to market entry, new product launches, public flotations (IPOs), mergers and acquisitions, divestiture and turn-around. The course is highly interactive and problem-based with an emphasis on real life cases currently making news in the business world.


Consumer Insights and Analytics

Marketers can now utilise and increasing number of digital research methodologies to collect a fas-growing volume of customer data. Yet, data is not information and information is not insight. Data is only of value when it is collected rigorously, analysed correctly, and more importantly, when it is translated into insights that help marketers to make better decisions. This course aims to highlight latest advances in digital research methods and to understand their benefits and limitations. You will learn how to translate business problems into research questions and how to evaluate and implement appropriate research designs, and how to generate marketing insights from online and offline data.

Omni Channel Marketing Communications

Marketers have more opportunities to connect and engage with consumers than ever before. Marketers need to recognise that consumers engage with firms and brands at various touch points and across multiple platforms and channels. Keeping brand-customer interactions consistent across multiple channels and ensuring a seamless experience for consumers is the new challenge. Omnichannel marketing puts the customer at the center of any marketing communications strategy, and then determines the right messages and channels to engage with them. During this module, students will learn about the scope of omnichannel marketing communications, particularly emphasising the integration of offline and online channels. The course will cover the core terms, definitions and concepts, as well as latest theories in marketing communications. It will highlight how communication has fundamentally changed in a digital age, and how marketers can most effectively respond to these changes.

Consumers in a Digital Age

An understanding of the consumer, both online and offline, is an essential prerequisite for effective marketing strategy. This course seeks to provide students with a thorough knowledge of the key tools and frameworks for understanding the consumer, with a focus on consumer behaviour and its role in the development of marketing solutions. The course focuses both on theory and application, with an emphasis on its use, both the real and digital realms, in the development and deployment of marketing strategy. The course will focus on the enhanced digital influence of on the consumer as well how this feeds into core consumer marketing concepts. The course involves both the extensive use of applied cases, discussion, and also the use of guest speakers from industry.

Retail Industry Project

Students will undertake an immersive challenge facing a major operation in Ireland who is seeking to fundamentally transform their business.  As an incumbent they will have struggled to make the necessary structural changes to meet the needs of the elusive and evasive customer, and they will experience the struggle and opportunities of embedding a centrally integrated data capability to bring new insights and ideas to their customer offer and the customer experience.  As well as plan out the launch and roll out of these new offers.

How will I benefit?

This programme will provide graduates with employment opportunities with leading companies and brands around the world. The skills and competencies acquired provide a head-start for entry into a broad management development programme within major international companies, franchise operations and networks, as well as services from telecommunications to finance and banking where retail is central to their success.

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