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.

Our MSc in Marketing is a rigorous programme designed to prepare graduates for positions in marketing and brand management in Ireland and abroad. The stimulating syllabus challenges graduates not only with core marketing theory, but also nurtures the essential practical skills demanded by today’s industry. Key modules establish advanced competencies in foundational marketing, analytic skills and expertise. Case studies, training for data-based quantitative skills and practical marketing projects, including a major marketing project where students work on marketing strategies for leading global companies, underpin this rewarding programme.

The MSc in Marketing at UCD Smurfit School is currently ranked 30th in the QS Global Masters in Marketing Rankings and is suitable for graduates from any discipline wishing to develop their marketing skills and knowledge.

The learning objectives of this programme 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
Gain in-depth knowledge in key marketing areas including marketing analytics/data-driven marketing, marketing strategy, digital marketing, branding, marketing communications, social media marketing, consumer behaviour, corporate reputation and sales.
Develop strategic and integrated marketing campaigns in real-life contexts
Gain a comprehensive understanding of marketing impact via case study discussions, individual and group projects based on real-life challenges, and a major summer consulting project in close collaboration with a large-scale company.
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.

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.
Modules are delivered by experienced academics and senior industry practitioners, providing the conceptual and managerial perspectives vital to a successful marketing career
Graduates of the programme work in a variety of industries, including consumer goods companies, financial services, pharmaceuticals and electronics
Students develop essential skills that are necessary to thrive in a business environment including creativity, people management, critical thinking, problem-solving, communication and decision-making.
Graduates 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.

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

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,

Enrolment dates

NEXT INTAKE: September 2024.

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.

95% of our graduates from this programme were employed after 6 months across a range of industry sectors. Source: Latest Graduate Outcomes Survey, published in December 2022.

Potential careers for our graduates include:
Marketing Management
Brand Management
Market Research
Digital Marketing
Account Management

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Full time,Daytime

  • Apply to

    Course provider