UCC Postgraduate courses

Strategic Marketing and Practice

About This Course

Fact File

  • Title

    Strategic Marketing and Practice

  • Code


  • College

    Business and Law

  • Duration

    12 months

  • Teaching Mode


  • Qualifications


  • EU Fees 2021

    See Fees and Costs for full details.

  • Non-EU Fees 2021


  • Entry Requirements

    See Requirements for full details.

  • Closing Date

    Closed for applications: we will reopen in November.

  • Non-EU Closing Date

    Extended until 31 July 2021

  • Start Date

    13 September 2021

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.


Core Modules - Students take 40 credits as follows:

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
Students take 20 credits as follows:
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)

Part II
MG6825 Applied Research Project (30 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.

University Calendar

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

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. 

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.


MSc Testimonials

Moshmee Mahendra Mani

When I reflect on my masters in UCC Strategic marketing program, I conclude that 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. The workshops and guest lectures by professional marketers encouraged me to explore and experiment, which allowed me to find my niche of interest. What I loved about the program is that it had groomed and set me up for a successful career, left me feeling motivated and is helping me stay driven in achieving my goals at workplace.


Julie Allen  

Coming from my undergraduate degree, I thought I knew a lot about marketing, but the MSc in Strategic Marketing and Practice exposed me to many concepts that I had never considered before.  

The programme 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. There is a real focus on both personal and professional development, preparing students for life after graduation. I also enjoyed the smaller class size where we could interact with lecturers, who were always very approachable outside of class too. Overall, I am glad I did this course and would recommend it to anyone looking to pursue a career in marketing.  





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 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.

Fees and Costs

The EU fee for this course is €10,630.

The Non-EU fee for this course is €18,130.


If your course required a deposit, that figure will be deducted from your second semester fee payment in January.

EU student fee payment:

Fees for EU students are payable in two equal instalments. First payment at registration in August and the second in January.

International student fee payment:

Fees for Non-EU Students are payable in one instalment in August.

How can I pay?

By Credit/Debit card online or by credit transfer.


If you have any questions on fee payment please email our Fees Office at fees@ucc.ie .

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.

Non-EU Fees

The fee schedule for 2019/2020 is available here.

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 here.

Questions on how to apply?

Please use our web enquiry form to contact us.

The closing date for non-EU applications is Extended until 31 July 2021

Apply Now

For queries regarding course content or timetables please contact