Marketing - Strategic Marketing

The MSc Strategic Marketing is focused on developing high-level knowledge and skills in marketing. Marketing is more than just an organisational function. It is a customer-centric, enterprise-wide set of processes, systems, and activities that connect firms and customers in a dynamic global marketplace. This global marketplace is interconnected and one of the underlying themes in this programme is that of relationships. While marketing is partially transactional, deep long-lasting relationships are a feature of marketing practice. Relationship concepts underpin this programme through consideration of issues such as sales management in an international environment, increasingly important in a globalised business climate and the value of analytics to help organisations understand the big data environment in which firms operate. Consumers today are more discriminating and perceptive. This programme will develop your understanding of how consumers make decisions in the current environment.

Subjects taught

This intensive and fast-paced specialist masters programme develops a high level of competence in marketing strategy across the programme. Modules are delivered over two semesters (September - January & February - May) with the Business Research Project/Placement conducted between May and August. The programme will generally be delivered through lectures, presentations, and intensive workshops, generally in blocks of two full days every two weeks, followed by less structured supervision contact over the third (summer) semester for those taking the Project option. Modules have been chosen to reflect the current business and marketing environment. A key innovation is the concept of Marketing Live, which gives you the opportunity to put your marketing knowledge into practice with a live client on a real marketing problem.

Entry requirements

Candidates should have a minimum 2.2 grade honours (level 8) degree in a business discipline. In exceptional circumstances consideration will be given to candidates who do not hold a primary degree, but who do have at least 10 years' relevant work experience at least 3 of which must be in a management position. This is done through the Maynooth University Procedure for Non Standard Entrants and Recognition of Prior Experiential Learning.

International applicants must have a recognised primary degree in business which is considered equivalent to Irish university primary degree level at 2.2.

The requirements specified are applicable for both EU and non-EU applicants.

Minimum English language requirements:
Applicants for whom English is not their first language are required to demonstrate their proficiency in English in order to benefit fully from their course of study. For information about English language tests accepted and required scores, please see here. The requirements specified are applicable for both EU and International applicants.

Maynooth University's TOEFL code is 8850

Application dates

Closing Date : 30 June 2024


1 year full-time.


In general, there are two levels of fees payable. EU students from EU countries including Ireland pay a subsidised level of fees for both taught courses and research programmes. Tuition fees for students from outside the EU are not subsidised and are thus somewhat higher than for EU students.

Enrolment dates

Course Commences: September.

Post Course Info

Career Options
This program equips graduates with an in-depth understanding of modern customer behavior and marketing strategies applicable to both private and public sector businesses. It offers a strategic view on a range of organizational challenges, including big data, social media, globalization, and evolving customer trends, preparing graduates for advanced career paths. The curriculum's emphasis on high-level marketing expertise, understanding of global market dynamics, relationship management, international sales, and data analytics makes graduates ideal candidates for roles such as Marketing Manager, Brand Manager, Market Research Analyst, Sales Manager, Customer Relationship Manager, Business Development Manager, Product Manager, and Data Analyst/Marketing Analyst.

Key features of the program include engagement with live case studies involving real companies, a focus on international selling a crucial national objective as emphasized by recent Enterprise Ireland reports and a strong emphasis on developing analytical skills. Additionally, the program includes a core module dedicated to your personal career development. For full-time participants, the program offers a range of capstone options including the Work Placement, Business Consulting Project, or Thesis, ensuring a comprehensive experience tailored to individual career goals. Part-time participants have the opportunity to engage in the Business Consulting Project or Thesis. These capstone elements are highly valued by employers as they demonstrate your ability to apply academic learning in a professional context, preparing you for strategic roles in marketing and related fields.

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Full time,Daytime

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