Marketing

Overview

The MSc in Marketing aims to enhance the prospects of its graduates in the job markets and enable them to obtain entry into a variety of roles ranging from junior executive to senior marketing positions in a range of organisations both nationally and internationally. The programme is at Level 9 on the National Framework of Qualifications and with the combination of taught and research stage, it provides added value for both learners and employers. The programme is academically challenging and strategically relevant in advanced marketing and will equip students with current and emerging theories that inform and comment upon the new practices of marketing within the digital media arena.



Aims and Objectives

The objectives of the Master of Science (MSc) in Marketing programme are:

1. Provide an academically rigorous framework through which students can develop a critical awareness of current problems and/or new insights in the marketing function to further develop and expand their knowledge of the science of marketing.

2. Develop a systematic detailed knowledge, experience and understanding of marketing concepts and theories and encourage critical thinking and analysis as they apply in organisations today.

3. Develop critical knowledge of marketing technologies and the role they play in marketing strategies.

4. Develop critical knowledge of the relationship between finance and marketing and the impact of this ongoing relationship on the functioning of an organisation.

5. Develop learners’ knowledge and ability to apply a methodical research approach to their study.

6. Apply advanced research skills, constructively criticise, draw conclusions and offer recommendations within the marketing environment.

7. Develop the ability to develop key personal and professional skills in areas including decision‐making, design-thinking, analytical skills, collaboration, critical analysis, entrepreneurial mindset thinking, leadership and appreciation.



Teaching and Assessment

In-class/on-site

This mode is when you are on-site on the DBS campus. This mode is on your timetable and you are expected to be at a certain place at a certain time to engage with guided learning.



Live Online/ Synchronous (Zoom) sessions

Here you are online at the same time in a Zoom room or digital communication platform as your lecturer. These sessions are typically more interactive and used for engagement such as workshops and facilitated discussions on topics. The synchronous live online environment also facilitates screen share, breakout rooms, collective access to a whiteboard and chat. Synchronous live online sessions are, where possible recorded, thereby providing the opportunity for you to reflect on the learning experience. This mode is on your timetable as they are expected to be at a certain place at a certain time to engage with guided learning.



Structure

The Master of Science in Marketing is a 1 year full-time/ 18-month part-time programme consisting of eight taught modules, four 10 ECTS modules, four 5 ECTS modules, and a 30 ECTS elective Capstone (Dissertation or Placement). For learners who cannot continue, for personal or professional reasons, to the Capstone component of this programme, there is an embedded exit award titled, Postgraduate Diploma in Science in Marketing (Level 9, 60 ECTS).



Postgraduate Diploma in Science in Marketing (Level 9, 60 ECTS, exit award only)

The Postgraduate Diploma in Science in Marketing is an embedded exit award in the Master of Science in Marketing. The Postgraduate Diploma is not offered as a separate award. The programme shares the 60 ECTS-taught components of the Masters programme.



OnDemand / Asynchronous content

Asynchronous, also called OnDemand, is instructional designed learning content that you access online and work through at your own pace. This content is not on your timetable. However, on-demand content is often connected to live sessions. Some live sessions are independent of OnDemand content but some will be dependent upon you having been through the OnDemand content.



Subjects will be assessed through continuous assessment. Students are involved in group projects, oral presentations, poster presentations and real-life company case analysis. Students will also be exposed to guest lecturers from leading Irish and multinational companies and will participate in practical workshops with academics and practitioners.



Delivery

The blended multi-modal environment allows for the most appropriate mode of delivery to be applied to different parts of the syllabus. Typically, the more theoretical content would be delivered through the OnDemand mode, with the discursive aspects of the syllabus more inclined to be delivered in the synchronous live online mode. The more practical and assessment-driven parts of the syllabus can also be reserved for the in-class time. All in-class and live online learning will be recorded and the resources made available to you through Moodle.

The MSc in Marketing has the following content:

Core Modules

• Contemporary Consumer Behaviour

• Sustainable Marketing Practices

• Web Marketing Management & Metrics

• Services Marketing Management

• Research Methods

• Integrated Marketing Communications

• Design Thinking, Innovation and Commercialisation

• Applied Strategic Branding

• International Marketing

• Dissertation / Applied Research Project

The minimum entry requirements for the Master of Science in Marketing are:

• A Level 8 primary undergraduate honours degree with a minimum Second-Class Second Division classification (2.2) from a recognised third level institution in any discipline who wish to specialise in the field of marketing, or

• An equivalent professional qualification attributed to the marketing sector.

• For applicants whose first language is not English and who have not previously undertaken a degree taught through English, evidence must be provided of proficiency in English language equivalent to B2+ or above on the Common European Framework of Reference for Languages (CEFRL). This must be evidenced through a recognised English Language test such as IELTS, Cambridge Certificate, PTE or DBS English Assessment. Test certificates should be dated within the last two years to be considered valid.



Applicants who do not have a Level 8 qualification at a 2.2 award level and who have at least 3 years’ work experience may also be considered through the college’s normal RPL procedures. Relevant professional experience may be taken into account and individuals will be assessed on a case-by-case basis through DBS RPL procedures.

We are now accepting applications for programmes taking place in 2025.

Subjects will be assessed through continuous assessment. Students are involved in group projects, oral presentations, poster presentations and real life company case analysis. Students will also be exposed to guest lecturers from leading Irish and multi-national companies and will participate in practical workshops with academics and practitioners.

Full-time: 1 Year

Part-time: 2 Years

Next Intake dates:

January 2025

September 2025

Career Opportunities

Graduates of the MSc in Marketing will acquire specialised skills and competencies that will enable them to pursue positions in many fields, including Marketing Management, Market Research, Brand Management, Advertising & Public Relations and Marketing Consultancy.