Strategic Marketing and Practice

Course Outline
The MSc in Strategic Marketing and Practice at Cork University Business School will give you the specialised skills and knowledge to become a successful marketing leader. The one-year progressive programme will build on the knowledge and skills acquired at an undergraduate level enhancing employability through developing your ability to contribute to real needs of the business community. The programme will provide crucial practical experience through undertaking an applied research and consultancy project in collaboration with an industry partner to develop strategic marketing instincts and creative abilities, enhancing your professional expertise and personal development. You will develop leading edge skills sought in the workplace including, for example, the development of customer insights, active problem solving, and the application of digital marketing. The blended nature of the programme will turn Marketing Graduates into Marketing Practitioners with an array of learning methods including live and negotiated firm based projects, specialised workshops, marketing strategy simulation, and industry based marketing practice.

Students take 90 credits. In Part I students take taught modules to the value of 70 credits. In Part II, from early April to the end of August, students will undertake applied research modules to the value of 20 credits. Places on the work placement option are limited and students will be ranked on the basis of their success at interview. Students who do not go on placement must complete the dissertation. The placement portfolio or dissertation must be submitted at the end of August.

Special Features
An advanced education in the principles, theoretical concepts and contemporary practice of strategic marketing, based on research-informed teaching.

Designed with senior marketing practitioners to give you up-to-date knowledge and skills in strategic marketing and practice.

The opportunity to further develop a range of valuable personal skills for marketing careers – analytical capabilities, problem-solving skills critical thinking, communication skills, group-work skills, IT skills and the ability to manage major marketing research projects.

Practical skills are developed through your participation in a live marketing consultancy project designed with an external business client.

An opportunity for students to deepen their knowledge in particular functional areas of marketing – e.g. digital marketing practice, customer relationship management, business-to-business marketing, direct and interactive marketing and branding.

The use of blended and interactive teaching methods and the development of e-portfolios.

Master classes with reputable industry partners provide insight into leading-edge marketing practice and innovative marketing techniques.

The culmination of the learning process is your opportunity to undertake an applied research project in collaboration with an industry partner.

An overall aim is to transform marketing graduates into competent marketing professionals.

Entry requirements

Candidates must normally hold at least a Second Class Honours Grade 1 or equivalent in an honours primary degree (NFQ, Level 8) in a relevant subject (e.g. business, management or marketing).

Applicants should refer to to determine the equivalent standard for their own country.

In exceptional circumstances consideration may be given to applicants who do not meet the above criteria but who have three years relevant professional experience, subject to approval by the School of Business.

As places are limited, all eligible candidates are not guaranteed a place on the programme. Participants will be selected on the basis of the information supplied in their application.

English Language Requirements

Applicants that are non-native speakers of the English language must meet the university approved English language requirements available here.

For applicants with qualifications completed outside of Ireland

Applicants must meet the required entry academic grade, equivalent to Irish requirements, please find our grades comparison by country here.

International/non-EU applicants

For full details of the non-EU application procedure please visit our how to apply pages for international students. In UCC, we use the term programme and course interchangeably to describe what a person has registered to study in UCC and its constituent colleges, schools, and departments.

Not all courses are open to international/non-EU applicants, please check the fact file above.

For more information please contact the International Office.

Subjects taught


Core Modules - Students take 40 credits as follows:
BU6513 Business Case for Analytics (5 credits)
MG6406 Business Strategy Simulation (5 credits)
MG6413 Business-to-Business Relationship Marketing Practice (5 credits)
MG6410 Service Design (5 credits)
MG6411 Consumer Behaviour Theory and Practice (5 credits)
MG6415 Ethics and Sustainability (5 credits)
BU6005 Applied Research Methods (5 credits)
BU6510 Professional development and research communication (5 credits)

Specialism modules - Students take modules to the value of 30 credits as follows:
MG6412 Applied Marketing Consultancy Project (10 credits)
MG6414 Digital Marketing Practice (5 credits)
MG6407 International Sales and Negotiations (5 credits)
MG6408 Omnichannel Marketing Communications (5 credits)
MG6405 Advanced Strategic Marketing (5 credits)

BU6006 Applied Research Project (20 credits)

Further details on the modules listed above can be found in our book of modules. Any modules listed above are indicative of the current set of modules for this course but are subject to change from year to year.

Course Practicalities
The MSc in Strategic Marketing and Practice is a full-time 12-month programme. the programme will develop students' critical thinking, research and communication skills and, uniquely, will feature consultancy projects and blended learning as a vehicle for learning and as a means of developing further personal skills for later marketing and consulting careers.

In Part I, you will need to be available to attend classes and seminars from Monday to Friday (inclusive). During Part II of the course, you will be either in a full-time work placement or engaged in full-time active research under the supervision of an academic mentor.

You will have formal lecture, tutorial and workshop hours. Outside of this, you will have several project groups for different modules. You will be expected to arrange group meetings, etc., outside formal hours. You will also be expected to read required texts as well as engage in independent study/research for modules where required.

Regular cutting-edge guest lectures from visiting speakers will be scheduled and where possible students will have access to advanced master classes on particular subject areas. Assessment across the programme will be through a mix of continuous assessment, in the form of individual assignments, group assignments, class presentations and an applied research project, as well as written examinations. Students will be given scope to shape their assignments and research project in line with their professional work or specific areas of interest.

Why Choose This Course

This programme, open to business graduates, has been designed to enable students to develop advanced knowledge and understanding of the contemporary strategic challenges facing marketers and provide professional marketing experience. It is the first and only University in Ireland to offer an MSc in Strategic Marketing and Practice with both consultancy work and work placement options. The programme will develop students' critical thinking, research and communication skills and, uniquely, will feature consultancy projects and blended learning as a vehicle for learning and as a means of developing further personal skills for later marketing and consulting careers.


12 months full-time

Enrolment dates

Start Date: 9 September 2019

More details
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  • Qualifications

    Degree - Masters (Level 9 NFQ)

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