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 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 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 for which 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.
Marketing Knowledge: Our graduates will be equipped with both fundamental and cutting-edge knowledge in the field of marketing.
Marketing Skills: Our graduates will be equipped with skills that are most needed to become an effective marketing professional.
Marketing Practice: Our graduates will be able to apply their knowledge and skills into real-life contexts and be well-prepared to practice marketing once they graduate.
Programme Learning Outcomes:
On successful completion of the programme students should be able to:
Demonstrate an understanding of fundamentals of marketing such as marketing communications, marketing strategy, and consumer behaviour.
Demonstrate an understanding of what is new and forthcoming in the field of marketing.
Demonstrate improved skills that marketeers most often use, including critical thinking, problem solving, people management, decision making, creativity, and communication.
Apply their foundational and cutting-edge theoretical knowledge into practice across different contexts so that these theories will be utilised when they are needed.
Apply appropriate marketing skills (critical thinking, problem solving, people management, decision making, creativity, and communication) across different business and marketing contexts.
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.
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.
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.
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.
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.
The one-year full-time and two-year part-time formats of this course comprise core modules and option modules (4 + 3), the part-time version being delivered during daytime classes. Both formats also entail a Company Project (Major Marketing Project), to be carried out during the summer term.
•Corporate Marketing Strategy
•Consumers in a Digital Age
•Consumer Insights and Analytics
Omnichannel Marketing Communications
Nudging consumer choices
Launching New Products
Customer Experience Management
Marketing for Social Change
Please note that option modules listed are indicative of what has been delivered in previous years. What is offered each academic year is 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.
12 Months Full-Time
24 months Part-Time
Fees Full-Time EU:
€14,460 (academic year 2020/2021)
€19,900 (academic year 2020/2021)
€7,855 per year (academic year 2020/2021)
€9,950 per year (academic year 2020/2021)
Starting September 2019
Post Course Info
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:
Communications and Fundraising Coordinator