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What will I learn?

The teaching approach and objectives of this course are based around Action Learning – students learn by doing throughout the duration of the course and at the service of actual organisations.

 Learning to manage – students consolidate their prior knowledge of management theory by adopting and applying actual commercial skills.

Genuine practical experience is gained as students act as “Marketing Advisors”, involving a professional assignment to be delivered to a client.

An understanding of the marketing challenges faced by a variety of different organisations, from start-ups and non-profits through to multinational organisations.

How will I benefit?

  1. Students gain a globally recognised Masters degree from Ireland’s leading graduate business school.
  2. Real work experience is gained with clients from a range of industries throughout the year.
  3. Insight into various industries and roles enables students to find what they are passionate about and interested in.
  4. With limited course numbers, students receive consistent ongoing feedback and guidance.
  5. Students develop both professional and personal skills.
  6. Graduates from the MSc in Marketing Practice are sought after by top marketing-led companies.
  7. Graduates benefit from a strong MDP alumni community which creates networking and mentorship opportunities.


The 11-month, full-time course covers a broad range of disciplines and skill sets, whilst the personal and professional development of each student is achieved through a defined series of actions and events.

Autumn Trimester Spring Trimester Summer Trimester Full Year Modules
  • Brand Management
  • Digital Marketing
  • Launching New Products
  • Professional Development: Business Building

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

The purpose of the MSc Marketing Practice is to prepare students for careers in business and marketing by introducing them to latest theoretical ideas and contemporary best practices; accelerate their career progress by enhancing their ability to contribute to their employer organisations; and enhance their ability to learn independently by developing their skills in action learning (Purpose).

The programme is governed by three core values: Educate, Experience, Empower. Marketing is a profession and action learning provides a superior medium for professional development in marketing education. Real life client experience as ‘marketing advisors’ provides personal development skills of leadership and teamwork. Students are empowered by their experience and education to create value and build future business.

Students work in a dedicated office facility 9.00 - 17.30  five days per week. This physical space simulates an office setting, providing an action learning environment in which they can develop professional knowledge and practices. Their learning is driven by completing marketing assignments, of commercial significance, for private and public sector organisations and for not-for profits. These business scenarios enable students to develop their understanding of the specific marketing or business issue and expand their general marketing knowledge as a result. This is achieved through developing their marketing knowledge, analytical and communication skills, research and marketing competency as well as business professionalism. The programme supports workplace learning and harmonises it with the classroom-based components through the guidance and counselling of the full-time Programme Manager who has expertise in business and action learning. At the end of this learning process students should have the analytical and research skills to identify marketing problems as well as develop effective solutions. Finally, the students learn how to communicate effectively, both within their teams and with the external client organisations.

Learning is primarily achieved through action learning client projects with a focus on providing students with opportunities for professional marketing development. In these situations they are facilitated by a variety of learning supports including programme managers, mentors, faculty and student learning sets. Assessment takes place via evaluation of submitted work, client presentations, learning logs and individual appraisals conducted during the academic year. Classroom-based modules are also incorporated. Assessment for these comes by way of group assignments and class participation as well as traditional methods (key approaches to teaching, learning and assessment).

Programme Goal

Programme Outcome

Knowledge of the Global Context and Global Mindset: Our MSc Marketing Practice graduates will have the knowledge needed to operate in a global business environment AND be able to apply and act upon what they know in global business settings.

Develop core discipline knowledge.


Critically evaluate contemporary theory and best practice of marketing globally.

Use contemporary theory and best practice in practical marketing situations with global businesses.

Discipline-relevant quantitative knowledge and skills: Our MSc Marketing Practice graduates will be able to demonstrate critical thinking and independent reasoning skills in situations of decision-making and problem-solving, supported by the appropriate use of analytical and quantitative techniques.

Develop research competency 


Specify, develop and implement a research program to solve the problem for an organisation of any size in the commercial or non-commercial sectors.

Evaluate research reports, the methodology used and critically assess the usefulness of that research to their organization.

Responsible Business Leaders: Our MSc Marketing Practice graduates will develop skills to be informed and imaginative future global business leaders who are mindful of responsible and sustainable business objectives and practices. 


Professional and personal development through reflective practice.


Facilitate progress through the application of action learning.

Critical Thinking: Our MSc Marketing Practice graduates will develop critical thinking skills by analysing, evaluating and synthesising information. 

Develop analytical skills with an openness to alternative perspectives for problem solving. - Diagnose and evaluate marketing problems and identify appropriate solutions.

Critically analyse marketing and marketing related documents, reports, plans or presentations and identify useful information. 

Have the ability to develop and implement creative solutions to real-world problems.

Communication and Collaboration Skills in Diverse Environments: Our MSc Marketing Practice graduates will be effective communicators and collaborators in intercultural and diverse settings.

Communicate with leaders, customers and key stakeholders on problem identification, solution management and key marketing communication messages.

Engage with diverse perspectives and communicate persuasively and professionally in collaborative settings.

Have the ability to work with different groups/cultures and with diverse individuals.  

Identify and coordinate effective communication strategies and engage with key stakeholders, using appropriate media.

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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