Download or Print

1. Study
2. Postgraduate
3. Taught Courses
4. Masters
5. Marketing

Course Fact File

Code	MSCMKT
Duration	12 Months
Teaching Mode	Full-time
Qualifications	MSc
NFQ Level	Level 9
EU Fees	€12,114 See Fees and Costs for full details.
Non-EU Fees	€21,914
Closing Date	Rolling deadline. Open until all places have been filled. Early application is advised.
Non-EU Closing Date	Open until all places have been filled or no later than 15 June. Early application is advised.
Start Date	6 September 2027

Course Outline

The MSc Marketing at Cork University Business School is a one-year, industry-informed postgraduate programme designed to equip students with the knowledge, practical expertise and professional skills to succeed in today's dynamic, global marketing environment. Combining academic excellence with real-world application, the programme places a strong emphasis on experiential learning, industry engagement and employability. Through live industry projects, consultancy-style assignments, guest speakers and applied research, students develop the strategic thinking, creativity, problem-solving and digital literacy capabilities valued by employers. Dedicated professional and personal development, alongside opportunities for international collaboration, further prepares graduates to become confident, adaptable and responsible marketing professionals.

Our graduates have progressed into a diverse range of marketing and broader business roles across leading national and international organisations, including Apple, Accenture, Musgrave Group, Salesforce, Slack, Irish Distillers, Janssen, M&P O’Sullivan, Clonakilty Food Company, DoneDeal, Global Reviews, FDC Group, and the European Parliament, amongst many others. These career pathways reflect the breadth of opportunities available across customer experience, brand management, digital marketing, marketing strategy, marketing communications and business development roles.

The MSc Marketing programme is delivered over 12 months, in two parts, using a combination of lectures, interactive workshops, company visits, live case studies, class discussion/presentations, and guest speaker/research seminars. Students take 90 credits in total:

PART I

Core Modules (40 credits)

• BU6005 Applied Research Methods (5 credits)
• BU6513 Business Case for Analytics (5 credits)
• MG6335 Professional and Personal Development (5 credits)
• MG6404 Cultural Branding (5 credits)
• MG6407 International Marketing (5 credits)
• MG6409 Marketing Communications Planning (5 credits)
• MG6411 Advanced Consumer Behaviour Theory and Practice (5 credits)
• MG6413 B2B Relationship Marketing (5 credits)
• MG6415 Societal and Responsible Marketing (5 credits)
• MG6416 Digital Marketing and Customer Experience (10 Credits)
• MG6417 Market Strategy (5 credits)

Part II

• MG6420 Applied Research Project (30 credits)

See the postgraduate Academic Programme Catalogue (MSc Marketing) for further course and module content.

Course Practicalities

This is a full-time 12-month programme; it 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 engaged in full-time active research under the supervision of an academic mentor, with the option of a full-time work placement.

You will have formal lectures, tutorials, 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 is designed for ambitious graduates from diverse academic backgrounds who want to develop the knowledge, creativity and practical skills to succeed in today's fast-changing marketing profession. Developed in consultation with industry partners, employers and graduates, our newly redesigned programme combines contemporary marketing expertise with real-world experience, preparing students for careers across a wide range of marketing disciplines and industries. 

Special Features - What makes our MSc Marketing different?

• A comprehensive, future-focused marketing curriculum that means our graduates learn to connect customer insights, creative thinking and strategic decision-making to deliver effective, responsible marketing solutions. Develop expertise across a range of modules including cultural branding, societal and responsible marketing, digital marketing and customer experience, and market strategy (see ‘Core Modules’ for more details).
• Real-world learning and industry engagement encourages students to go beyond the classroom through live industry projects, practical and alternative assessments, guest speakers and opportunities for industry placement or applied research. With the MSc Marketing, students put their learning into practice by tackling authentic and complex real world marketing challenges, developing critical skills highly valued by employers. An overall aim of this programme is to transform marketing graduates into competent, marketing professionals and future industry leaders. 
• A global and collaborative learning experience where students study alongside peers from diverse cultural and academic backgrounds, exploring international, cultural and ethical marketing challenges while strengthening their teamwork, communication, leadership and intercultural capabilities. Working together, students develop their analytical, digital and customer experience capabilities needed in modern marketing, alongside an understanding of how marketing can create meaningful and sustainable value for businesses, customers and wider society.
• Career-focused learning and professional development - Benefit from dedicated personal and professional development, industry connections (for example our long-standing affiliation with The Marketing Institute of Ireland) and a flexible Applied Research Project (ARP) that combines creative application with research. Build the confidence, experience and transferable skills to pursue diverse marketing career opportunities. The culmination of the learning process is your opportunity to undertake an ARP in collaboration with an industry partner - an opportunity for students to deepen their knowledge in particular functional areas of marketing e.g. digital marketing and AI in practice, customer relationship management, business-to-business marketing, direct and interactive marketing, branding, etc.

Whether you are beginning your marketing career, building on existing knowledge or transitioning from another discipline, the MSc Marketing at UCC offers a practical and professionally relevant pathway into the world of marketing! Build the skills to succeed in modern marketing - think strategically, act globally, and market responsibly through the MSc Marketing at UCC.

Student Testimonials

“Through the knowledge I gained, in particular in relation to industry and directly from the module in ‘Personal and Professional Development’ I felt more than prepared to undertake my work placement, so much so I was offered employment on completion of same.” Mackenzie Doyle, MSc Marketing Alumna (AY24-25)

“The program perfectly blends theory with practice, and regular guest speakers made the link between what we learned in class and its application in the corporate world. The opportunity to pursue an area that interests you through industry placement/the research project is invaluable and one of the main reasons I chose the MSc” Julie Allen, MSc Marketing Alumna (AY2019-20)

“I absolutely loved doing my masters & would definitely recommend it to anyone who is interested in a career in marketing…I personally think it's better than going straight into a grad program, long term it definitely helps with your career potential…I think even for your earning potential after the year in the masters” Laura Healy, MSc Marketing Alumna (AY22-23)

“My experience not only shaped me professionally but also personally. The culture of the course fostered the sharing of ideas, critical discussions, and collaboration among students and faculty across a wide range of interests. I believe it’s rare and challenging to find a group of people with entirely different methodological, cultural, and theoretical backgrounds to come together enthusiastically and work on projects, but the course made it seem effortless and engaging because the faculty always entertained new ideas” Moshmee Mahendra Mani, MSc Marketing Alumna (AY2019-20)

Requirements

Applicants must have a Second Class Honours Grade 1 in a primary honours degree (NFQ, Level 8) or a Second Class Honours Grade 1 in a Higher Diploma (NFQ, Level 8 Major Award).   

Consideration under Recognition of Prior Learning (RPL) may also be given to applicants who have a minimum of three years of relevant professional marketing experience.  To demonstrate relevant professional marketing experience, applicants will need to provide a detailed job specification of their role(s) and an interview may also be required.

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.

 

Fees and Costs

The EU fee for this course is €12,114.

The Non-EU fee for this course is €21,914.

No additional university fees will be charged, beyond the advertised course fee (€10,500 for EU students, €18,000 for non-EU students: to include registration, tuition fee, and examination fees). Travel and subsistence costs are not covered.

How To Apply

The closing date for non-EU applications is Open until all places have been filled or no later than 15 June. Early application is advised.

Apply Now