Strategic Marketing & Practice

Course Outline
Our MSc in Strategic Marketing & Practice (MSc SMP) at Cork University Business School will give you the specialised skills and knowledge to become a successful marketing leader. The one-year progressive programme builds on the knowledge and skills acquired at an undergraduate level enhancing employability through developing your ability to contribute to the real needs of the business community.

The MSc SMP 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.

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.

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

Designed with senior marketing practitioners to provide 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.

Masterclasses with reputable industry partners provide insight into leading-edge marketing practices 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.

Subjects taught

Students take 90 credits in total as follows:

Core Modules (40 credits):

BU6005 Applied Research Methods (5 credits)
BU6513 Business Case for Analytics (5 credits)
MG6335 Professional and Personal Development (5 credits)
MG6406 Business Simulation Module (5 credits)
MG6410 Service Design (5 credits)
MG6411 Consumer Behaviour Theory and Practice (5 credits)
MG6413 Digital Business-to-Business Relationship Marketing Practice (5 credits)
MG6415 Ethics and Sustainability (5 credits)
Specialism Modules (20 credits)

MG6405 Applied Strategic Marketing (5 credits)
MG6407 International Marketing and Negotiations (5 credits)
MG6408 Omnichannel Marketing Communications (5 credits)
MG6414 Digital Marketing Practice (5 credits)

MG6825 Applied Research Project (30 credits)

See the postgraduate Academic Calendar (MSc Strategic Marketing & Practice) for further course and module content.

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.

University Calendar
You can find the full academic content for the current year of any given course in our University Calendar.

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).

In exceptional circumstances consideration under Recognition of Prior Learning (RPL) 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.

For applicants with qualifications completed outside of Ireland:
Applicants must meet the required entry academic grade, equivalent to Irish requirements.

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.

For more information please contact the International Office.

Application dates

How Do I Apply

1. Choose Course
Firstly choose your course. Applicants can apply for up to two courses under one application. Details of taught courses are available on our online prospectus.

2. Apply Online
Once you have chosen your course you can apply online at the online application portal. Applicants will need to apply before the course closing date. There is a non-refundable €50 application fee for all courses apart from the Education - Professional Master of Education - (Secondary School/Post-Primary Teacher Training) which has a €100 application fee.

Applicants for the Postgraduate Diploma in Public Health Nursing must apply on the PAC website when the programme opens for applications.

3. Gather Supporting Documents
Scanned copies of the following documents will need to be uploaded to the online application portal in support of your application. Applicants may need to produce the original documents if you are accepted onto a course and register at UCC.

- Original qualification documents listed on your application including transcripts of results from institutions other than UCC

- Any supplementary items requested for your course.

Please log into the online application portal for more details.

4. Application processing timeline
Our online application portal opens for applications for most courses in early November of each year. Check specific course details.

5. Rounds
For courses that are in the rounds system (Irish and EU applicants), please check the rounds closing dates.

Questions on how to apply?
Please use our web enquiry form to contact us.

The closing date for non-EU applications is 15 June.


1 year full-time.

Enrolment dates

Start Date: 9 September 2019

More details
  • Qualification letters


  • Qualifications

    Degree - Masters (Level 9 NFQ)

  • Attendance type

    Full time,Daytime

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    Course provider