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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.


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.


Below reflects the curriculum for the 2021/22 Academic Year. The Programme is undergoing a curriculum review at present. Final details of revisions to the curriculum will be published late May 2022.

Autumn TrimesterSpring TrimesterSummer Trimester

Modules are subject to change.

Note that on-campus teaching is delivered under prevailing public health guidelines. In the event of a required change to planned delivery, further information about alternative delivery methods (including online delivery) will be confirmed with prospective and incoming students.

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.

As technology comes centre stage in the development and growth of organisations in the 21st Century, new industries have emerged, companies have converged, while many have had to learn to reinvent themselves.  Central to the company’s success, has been the ability of managers to embrace and adopt this incredible wave of technology.  Also and critically, the ability to be genuinely customer focused, in creating, communicating and capturing value.  The MSc Marketing and Retail Innovation programme is designed to ensure a strong market lead philosophy and practice is embedded into the heart of all business.  The MSc Marketing and Retail Innovation programme will equip students with the ability to understand, embrace and implement the dynamic technological transformations that are occurring worldwide, now and over the next decade.  Students will be prepared for a plethora of management and leadership roles in Marketing, Brand Management, Retail Management, Product Management and ultimately General Management.  This programme will provide an essential foundation for career success, as well as considerable opportunities to connect with our corporate partners and alumni who are succeeding and making an impact in the world (Purpose).  Central to this programme is an understanding of retail, not just in the literal interpretation of a specific sector, but as a means for any business and most categories to connect with customers and provide compelling propositions and experiences (Education and subject/discipline/professional values).  The programme will have a strong relationship and interaction with businesses across a multitude of sectors and geographies.  The programme will work with businesses with a retail bias, as well as those who are facing new opportunities or challenges as a result of technological change.  Therefore, It will work with incumbent companies who are undertaking transformational change, while also work with emerging new companies, who are disrupting or disintermediating the traditional boundaries and players (the nature of the learning environment for students).  Change is a constant, and the ability to embrace and lead change is the critical factor in management success.  The MSc in Marketing and Retail Innovation offers the student a considerably more dynamic dimension and subject area to understand change and the need for sustainable skills and strategies to succeed.  Therefore, students will get to interact with live scenarios as much as possible and undertake to test their own abilities and beliefs (key approaches to teaching, learning and assessment).

Programme Goals


Programme Learning Outcomes

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


Programme Goal 1:


Our graduates will be aware of the critical role retailing plays in route to market activity and stakeholder management for all firms.

Critically evaluate how retailing plays its role in the delivery of value to consumers, firms and society.

Identify the emerging role of retailing for firms delivering content to stakeholders.


Programme Goal 2:


Our graduates will be able to develop retail strategy responsive to competitive markets and consumer demands.

Strategically analyse retail environments to understand customer trends, competitors development and category convergence.

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


Programme Goal 3:

Technological Change

Our graduates will be prepared for the rapid evolution of new (digital) technologies in retail environments internationally.

Critically asses how technological changes are changing the retail environment, providing opportunities for innovation.

Leverage new technologies to deliver more valuable retail experiences.


Programme Goal 4:

Data-Driven Competencies

Our graduates will be effective in using analytics and metrics to analyse and understand consumers, competition and strategy options in retail markets.

Apply analytics and metrics in measuring, monitoring and improving retail value propositions.

Utilise appropriate techniques to extract relevant information from data to guide retailing decisions.


Programme Goal 5:

Marketing and Society

Our graduates will be able to critically understand the societal implications of retail practices and the impact of retail on communities.

Understand the implications of retail practices, location decisions and pricing strategy for community welfare and development.

Critically evaluate how retailing contributes towards and resolves personal and societal problems and how these can be resolved.

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.

Learn more about the programme here

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.

Learn more about the programme here

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