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 are cast 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?
- Students gain a globally recognised Masters degree from Ireland’s leading graduate business school.
- Real work experience is gained with clients from a range of industries throughout the year.
- Insight into various industries and roles enables students to find what they are passionate about and interested in.
- With limited course numbers, students receive consistent ongoing feedback and guidance.
- Students develop both professional and personal skills.
- Graduates from the MSc in Marketing Practice are sought after by top marketing-led companies.
- 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.
|Full Year Modules
Please be advised that the above reflects the 2023/2024 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 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).
On successful completion of the programme students should be able to:
|Programme Learning Outcomes:
Programme Goal 1: Core discipline knowledge
Critically evaluate contemporary theory and best practice of marketing.
Use contemporary theory and best practice in practical marketing situations.
Programme Goal 2: Analytical Skills
Diagnose and evaluate marketing problems and identify appropriate solutions.
Critically analyse marketing and marketing related documents, reports, plans or presentations and identify useful information.
Programme Goal 3: Communication Skills
Communicate with leaders, customers and key stakeholders on key marketing messages.
Identify and coordinate effective communication strategies and engage with key stakeholders, using appropriate media.
Programme Goal 4: Professional Career Development
Facilitate career progress through the application of action learning.
Programme Goal 5: 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.
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.