This rigorous course is designed to prepare graduates for positions in brand management and marketing in Ireland and abroad. The programme is suitable for business and non-business graduates with a marketing orientation and marketing professionals wishing to build upon their existing skills. It also caters for students with an undergraduate background in psychology, social science or other cognate disciplines which inform marketing theory and practice.

Marketing plays a central role in creating, communicating, capturing and sustaining value for organisations, customers and society. The rapid digital evolution and increasingly savvy consumers have made it essential for organisations to build strong brands, and to engage customers effectively and in innovative ways in order to remain competitive. This environment makes it essential for modern day businesses to employ skilled marketing professionals and underpins the strong demand for our graduates.

The MSc in Marketing at UCD is currently ranked 31st in the QS Global Masters in Marketing Rankings and equips students with the theoretical knowledge, analytical skills, and methodologies necessary for successful careers in marketing. The programme has strong ties with industry, and a central element for which it is noted is a Major Marketing Project where students work on marketing strategies for leading global companies such as P&G, Unilever, Danone, Mondeléz and PepsiCo.

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.

1. Modules are delivered by experienced academics and senior industry practitioners, providing the conceptual and managerial perspectives vital to a successful marketing career

2. Graduates of the course work in a variety of industries, including consumer goods companies, financial services, pharmaceuticals and electronics

3. 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.

Vision/Values Statement
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.

Subjects taught

Autumn Trimester
Corporate Marketing Strategy
Consumer Insights and Analytics
Consumer Behaviour

Spring Trimester
Omnichannel Marketing Communications
Brand Management
Pricing Strategy

Summer Trimester
Launching New Products
Marketing Project

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.

Entry requirements

Please review the entry requirements below. The UCD Smurfit Admissions Office staff have expertise in reviewing international qualifications from around the world and will be able to assess your application's comparability to the Irish entry requirement.

A minimum second-class honours degree (or equivalent) in any discipline

A primary degree with a minimum of two years' work experience in a Marketing role

Information & Requirements
English Language Requirements
If English is not your first language, an English language qualification is required for admission to all of our programmes. The exception to this rule is if you have completed your primary degree or an entire third level qualification through English, in an English speaking country.

Visa Requirements
Some students might have to get a student visa in order to come and study in Ireland. Please check the Irish Naturalisation and Immigration Services website to see if you require a visa.

Application dates

How To Apply
Step 1: Collating Documentation
The first step is to collate the required documentation needed to assess your application. Please ensure that you have clearly scanned, titled and collated your documents in numerical order.

These can include but are not limited to:

Step 2: The Application Process
Once you have collated the required documentation and reviewed the entry requirements for your programme of interest, you can now apply online.

Apply online:
You must apply online using our dedicated student information portal. You will be required to enter contact details, upload your documents and answer two essay questions (each approximately 300 words). We would ask that you seriously consider both essays and answer these in the context of the programme you are applying to. Try to not replicate your CV and demonstrate what makes you different from other applicants. There are no right or wrong ways to complete these essays.

Application Deadlines:
Applications are assessed on a rolling basis and courses will close once they are filled. We advise you to apply as early as possible to avoid disappointment. Please note certain scholarships may require you to apply before a certain date – please refer to our scholarship page here. If you have any questions in relation to deadlines or availability please email

Application Fee:
You will then be asked to submit your application and pay the €50 application fee. No application can be assessed until the fee has been paid. You can apply for multiple programmes with the one application fee, but please be sure to mark your preferred course.

Application Review:
Once submitted, it usually takes 2-3 weeks before a decision is made on fully completed applications. This time period can sometimes be longer and can vary at different times in the year and in different regions. We may offer you a conditional place based on the completion of a number of criteria, such as degree, English test, or another qualification. This reserves you a place on the course and once you have fulfilled this criteria we will issue you a full offer.

Acceptance is completed by paying a non-refundable deposit (varies from either €500 or €1000 depending on the programme. Most of our programmes require a €500 deposit). Your offer email will detail the exact deposit amount required. Once you have accepted you will then be supported by the Programme Office who will contact you with further course and start details.


1 year full-time, 2 years part-time.

Post Course Info

Career opportunities
Graduates of the course work in a variety of industries, including consumer goods and food; financial services; technology; advertising and market research; or pharmaceuticals.

88% of our graduates from this programme were employed after 6 months across a range of industry sectors. (Source: Latest Graduate Outcomes Survey, published in November 2021)

Potential careers for our graduates include:
Marketing Management
Brand Management
Market Research
Digital Marketing
Account Management
Communications and Fundraising Coordinator

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Full time,Part time,Daytime

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