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, 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 skills students develop include communication, project management, problem solving, teamwork and client management. 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 course is suited to graduates from all disciplines, both business and non-business, who are interested in pursuing a career in business or 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.

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What will I learn?

The teaching approach and objectives of this course are based around Action Learning – students learn by doing throughout the duration of the course and at the service of actual organisations.

Learning to manage – students consolidate their prior knowledge of management theory by adopting and applying actual commercial skills.

Genuine practical experience is gained as students are cast as "Marketing Advisors", involving a professional assignment to be delivered to a client.

An understanding of the marketing challenges faced by a variety of different organisations, from start-ups and non-profits through to multinational organisations.

How will I benefit?

- Students gain a globally recognised Masters degree from Ireland's leading graduate business school.
- Real work experience is gained with clients from a range of industries throughout the year.
- Insight into various industries and roles enables students to find what they are passionate about and interested in.
- With limited course numbers, students receive consistent ongoing feedback and guidance.
- Students develop both professional and personal skills.
- Graduates from the MSc in Marketing Practice are sought after by top marketing-led companies.
- Graduates benefit from a strong MDP alumni community which creates networking and mentorship opportunities.

Vision & Values Statement
The purpose of the MSc Marketing Practice is to prepare students for careers in marketing by introducing them to latest theoretical ideas and contemporary best practices; accelerate their career progress by enhancing their ability to contribute to their employer organisations; and enhance their ability to learn independently by developing their skills in action learning (Purpose).

The programme is governed by a number of values: marketing is a profession and is with professional practices; action learning provides a superior medium for professional development in marketing education; marketing knowledge development is through action learning; professional development for marketers through action learning; a culture of learning in which students, faculty, alumni, mentors, consultants, industry and not for profits play a role is the optimal environment for learning; and diversity in cultural and academic background enhances the learning environment for all (education and subject/discipline/professional values).

Students work in a dedicated office facility 9-5pm five days per week. This physical space provides an action learning environment in which they can develop professional knowledge and practices. Their learning is driven by completing marketing assignments, of commercial significance, for private and public sector organisations and for not-for profits. These business scenarios enable students to develop their understanding of the specific marketing or business issue and expand their general marketing knowledge as a result. This is achieved through developing their marketing knowledge, analytical and communication skills, research competency and professionalism. The programme supports workplace learning and harmonises it with the classroom-based components through the guidance and counselling of the full-time Programme Manager is has expertise in action learning. At the end of this learning process students should have the analytical and research skills to effectively identify marketing problems as well as develop effective solutions. Finally, the students learn how to effectively communicate with the external client organisations (the nature of the learning environment for students).

Learning is primarily achieved through action learning assignments and a focus on providing students with opportunities for professional marketing development. In these situations they are facilitated by a variety of learning supports including programme managers, mentors, faculty and student learning sets. Assessment takes place via evaluation of submitted work, learning logs and two individual appraisals conducted during the academic year. Classroom-based modules are also incorporated. Assessment for these comes by way of group assignments and class participation as well as traditional methods (key approaches to teaching, learning and assessment).

Subjects taught

The 11-month, full-time course covers a broad range of disciplines and skill sets, whilst the personal and professional development of each student is achieved through a defined series of actions and events.

Autumn Trimester
Strategic Marketing Management
Customer and Market Insights

Digital Marketing
Advanced Digital Marketing

Marketing Practice

Full Year Modules
Applied Marketing Projects
Professional Development

Please be advised 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.

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.

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

The three-stage interview process comprises one individual and one group interview as well as a general intelligence assessment.

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.

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

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.

Application dates

Step 1: Collating Documentation

The first step is to collate the required documentation needed to assess your application*.

These can include but are not limited to:

English Language Test
Additional Documentation

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.

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 online. If you have any questions in relation to deadlines or availability please email

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.

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.


11 months full-time

Post Course Info

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 and consultancy.

94% 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 and Events Executive
Brand Executive
Corporate Account Executive
Customer Intelligence
Marketing Coordinator
Digital Media Associate

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Full time,Daytime

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    Course provider