Marketing Practice

Programme Overview

The MSc in Marketing Practice is a comprehensive intensive masters programme offering students the unique opportunity to gain experience working with real clients on real projects, while also obtaining a masters from Ireland’s top graduate business school.



Students work as “marketing advisors” in the Marketing Development Practice (MDP), a marketing and business training agency based within UCD Smurfit School, providing business marketing solutions to a wide range of companies, from start-ups and non-profit organisations to large multinational companies.



Operating on the premise of “action-based learning”, students put the theory they learn during lectures into action, working with guidance from experienced industry professionals and managers. Projects include conducting market research, creating marketing and digital strategies, as well as implementing marketing plans and events. The combination of learning marketing theory and then applying it to real work with clients, is unique, setting both the course and its students apart.



Students receive one-to-one guidance and support from managers, enabling them to develop confidence both personally and professionally. The programme develops students’ essential marketing skill-base in areas such as research, creative problem-solving, strategic planning, critical thinking, teamwork, client management and effective communications. Students are linked to a strong global alumni community providing them with the opportunity to network and seek mentorship, equipping them with tools to build their own career path once leaving the programme.



The programme is suited to graduates from all disciplines, both business and non-business, who are interested in pursuing a career in business and marketing and who want to kick start their career with real work experience. The course transforms students into competent marketing professionals, through the development of both professional and personal skills, which can be taken into any industry.

Stage 1 Core Modules

MKT42180 Strategic Marketing Mgt Autumn 7.5

MKT42540 Customer and Market Insights Autumn 7.5

MKT46180 Brand Management Spring 7.5

MKT46310 Digital Marketing Spring 7.5

MKT46250 Launching New Products Summer 7.5

MKT46270 Prof.Development: Bus.Building Summer 2.5

MKT40720 Professional Development Year-long (12 months) 20

MKT40750 Applied Marketing Projects Year-long (12 months) 30

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.



- Candidates must have an honours degree in Business or another discipline.



- Candidates will be required to attend a single interview.



- A short statement (300 words) entitled "Why I should be accepted on the MSc Marketing Practice Degree" should also be submitted.



- Acceptance is subject to demonstration of an aptitude in marketing.



*Ideally suited to students coming directly from undergraduate studies, or with less than 3 years' work experience.



Applications from international students are welcome but competency in English is essential.



* Experiential learning and research skills are paramount for students during this masters , in addition students must also successfully work in collaboration with professional communities and external stakeholders. This requires forming relationships with peers and faculty alongside developing a professional identity, thus we would not recommend this course for graduates with more than 3 years professional experience. Graduates with an excess of three years work experience should consider our Full time MBA programme.



You may be eligible for Recognition of Prior Learning (RPL), as UCD recognises formal, informal, and/or experiential learning. RPL may be awarded to gain Admission and/or credit exemptions on a programme. Please visit the UCD Registry RPL web page for further information. Any exceptions are also listed on this webpage.

1 year full-time.

Delivery: On Campus

B025 Marketing Practice Master of Science Full-Time

Commencing September 2025

Graduate Taught

Career Opportunities

For graduates leaving the programme, brand management has been a popular career path. However, many graduates have gone into other careers, such as market research, business development and consultancy.



92% of our graduates from this programme were employed after 6 months across a range of industry sectors. Source: Latest Graduate Outcomes Survey, published in September 2024.



Potential careers for our graduates include:



Marketing and Events Management

Brand Management

Business Development

Account Management

Customer Intelligence

Digital Marketing