Course Overview

‌The programme content is aimed at preparing graduates for marketing positions in business, particularly in the area of International Marketing and Entrepreneurship. 

Therefore the programme will assist students to: 

  • Further develop the students’ knowledge and critical understanding of marketing to an advanced level.
  • Cultivate a comprehensive range of applied and analytical skills in marketing, with a strong emphasis on strategic decision-making.
  • Expose students to the latest cutting-edge ideas, techniques, and marketing frameworks through the analysis of industry best practice.
  • Foster an appreciation of the significant changes and challenges occurring in increasingly competitive marketplaces.
  • Develop students’ competencies and confidence through professional training in business and marketing skills, including oral and written presentation skills.
  • Provide training in the methods and practice of accepted research methodologies.
  • Allow students to develop and expand their personal confidence.

Keys

Applications and Selections

You can apply for this programme from the following link.

Who Teaches this Course

  • Dr Declan Fleming, PhD, MBS
  • Dr Christine Domegan, PhD, MBS
  • Dr Elaine Wallace, PhD, MBS
  • Dr Ann Torres, PhD, MBS
  • Dr Patricia McHugh, BComm, MBS, MMII, PhD
  • Dr Natasha Evers, PhD, MBS
  • Dr Gabriela Gliga, PhD, MBS

     

Requirements and Assessment

Key Facts

Entry Requirements

The programme is open to recent graduates of all disciplines. Normally the minimum entry requirements will be as follows:

Normally a Second Class Honours undergraduate degree, 2.1 (level 8) is required (or equivalent international qualification). Applicants who hold a very high 2.2 and who have achieved a 2.1 average within a significant Marketing specialism in a business degree, may be considered.

Applicants from a Non-Business/Marketing degree background, applying as a conversion programme, are required to successfully complete an online Principles of Marketing course, as specified by the Marketing Discipline.  

IELTS score of 6.5 or equivalent, if applicable. 


Additional Requirements

Duration

1 year, full-time

Next start date

September 2021

A Level Grades ()

Average intake

75+ combined with other MSc (Marketing Programmes)

Closing Date
NFQ level

Mode of study

Taught

ECTS weighting

90 ECTS

Award

CAO

Course code

1MII1

Course Outline

The programme is offered on a full-time basis over one year. Lectures will commence in the first week of September, with assessments/written examinations during/at the end of each semester.  The programme consists of a variety of teaching methods, including lectures, projects, case studies and presentations.   A range of assessment methods are used, including essays, projects, reports, presentations, case studies and and/or written examinations.  To be eligible for the award of Masters, candidates must successfully complete modules to a total of 90 ects. Students are required to take twelve obligatory subjects and complete a week long Summer School (at the end of semester 2 exams in May) and an Applied Marketing Project.

Summer School & Applied Marketing Project

Summer School—an intensive one-week course aiming to provide students with up-to-date skills on topical areas in marketing practice.

The Applied Marketing Project is a team-based consultancy undertaking. Students will take on the role of consultants and work directly with an assigned real live company to address a specific marketing problem and develop a research-based solution. 

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

Credits
You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
Module
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Optional
A module you may choose to study.
Required
A module that you must study if you choose this course (or subject).
Semester
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK5139: Social Media Marketing Theory


Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes
  1. Illustrate how digital marketing integrates with organisational aims.
  2. Recognise how digital marketing impacts organisations.
  3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
  4. Formulate a digital marketing plan for a particular organisation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (50%)
  • Continuous Assessment (50%)
Module Director
Lecturers / Tutors
Reading List
  1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
    ISBN: 9780415533379.
    Publisher: Routledge
  2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
    Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
  3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
    Publisher: Cengage Learning
  4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
    Publisher: Routledge
  5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
    Publisher: Kogan Page
  6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
    Publisher: Cengage Learning
  7. "Take Your iPad to Work" by Proffitt, B.
    Publisher: Cengage Learning
  8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
  9. "E-Business" by Schneider, G.P.
    Publisher: Course Technology, Cengage Learning; Kogan Page
  10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan
The above information outlines module MK5139: "Social Media Marketing Theory" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5141: International Marketing Strategy


Semester 1 | Credits: 10

In an increasingly global environment this module seeks to develop students' understanding of the political, legal, economic, and socio-cultural variables which will impact on international marketing decision-making and planning. The course will concentrate on four strategic international marketing decision areas: market selection criteria, market entry strategies and defending/growing market position. The module aims to provide students with the necessary knowledge, skills and techniques to appraise the pertinent issues that affect international marketing decisions. The course will equip learners with a cohesive and integrated understanding of how a firm can achieve international competitiveness through the design and implementation of market-response programmes. The conceptual material developed during the module will be implemented through case studies analyses. Through a variety of case studies, across different industries and cross-cultural contexts, the module will allow learners to apply core concepts in international marketing management. Students will devise and defend strategic and tactical solutions to multiple problems, presented by contemporary cases in international marketing. They will be required to make sense of complex problems, arrive at reasonable conclusions and communicate those conclusions in an effective manner.
(Language of instruction: English)

Learning Outcomes
  1. Understand the concept of international marketing in the firm and its implications on a firm's marketing strategy.
  2. Appraise the impact the phenomena of globalisation and de-globalisation have on business.
  3. Gain an understanding of pertinent political, legal, economic, and socio-cultural issues that affect business decisions and marketing strategies of organisations operating in a global context.
  4. Apply international market selection criteria, such as preliminary and fine-grained screening and choose among alternative market expansion strategies.
  5. Appraise the various market entry modes and development strategies available to firms when internationalising and decide on optimal modalities to reflect the complex and dynamic interplay between the international marketing environment and the firm.
  6. Critically evaluate the key factors that drive organisation to design 'glocalised' international marketing strategies and implement appropriate contextual international marketing mixes.
  7. Identify, define and examine challenges and opportunities and make appropriate decisions through case study analysis across a variety of international settings and contexts.
  8. Evaluate the importance of ethics and sustainability in international marketing strategy.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (30%)
  • Continuous Assessment (70%)
Module Director
Lecturers / Tutors
Reading List
  1. "Global Marketing" by Hollensen, Svend
    ISBN: 10:1292251808.
    Publisher: Prentice Hall
  2. "Global Marketing" by Keegan, W. & Green, M.C.
    Publisher: Prentice Hall
  3. "International Marketing" by Cateora, P.R., Money, R.B., Gilly, MC & Graham, J.L.
    Publisher: McGraw Hill Education
  4. "International Marketing & Export Management" by Albaum, G., Duerr, E. & Josiassen, A.
    Publisher: Pearson
The above information outlines module MK5141: "International Marketing Strategy" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5137: Applied Marketing Project


12 months long | Credits: 25

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects as emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Summer School & (2) Applied Marketing Project. The Summer School will comprise of a week long course held after end of year exams in May, covering Executive Training & Skills for Marketing Professionals for the relevant MSc Marketing programmes. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes
  1. Develop an appropriate research approach to a specific marketing problem.
  2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
  3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
  4. Critically evaluate the implications of findings from strategic and implementation perspectives.
  5. Work collaboratively as an effective member of a marketing team to complete a task according to a pre-determined brief.
  6. Communicate ideas in a professional and succinct manner, both orally and in writing.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module MK5137: "Applied Marketing Project" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5133: Marketing Performance & Productivity


Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes
  1. Be able to measure the efficacy of the marketing activities within the organisation.
  2. Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
  3. Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
  4. Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
  5. Be able to create an outcome driven and strategically integrated marketing budget.
  6. Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
    Publisher: John Wiley & Sons.
  2. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
    Publisher: Pearson, New Jersey publishing as Prentice Hall
  3. "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
    Publisher: McGrath Hill
  4. "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
    Publisher: Kogan Page
  5. "Marketing and the Bottom Line" by Ambler, T.
    Publisher: Pearson Education Ltd.
The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK563: Research Methods


Semester 1 | Credits: 5

The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes
  1. Develop a comprehensive understanding of the nature and function of research theory and practice.
  2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
  3. Illustrate an in-depth knowledge of the tools ad techniques of research.
  4. Formulate a research report for a particular organisation.
  5. Access secondary sources of data and materials through the library databases.
  6. Complete qualitative and quantitative research.
  7. Present, verbally and in written form, their research.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
    ISBN: 9781292016627.
    Publisher: Prentice Hall
The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5117: Services Marketing


Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes
  1. A comprehensive understanding of services marketing theory.
  2. Further understanding of the Gaps model as a conceptual framework.
  3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
  4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
  5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
    ISBN: 978077107956.
    Publisher: McGraw Hill
  2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
    ISBN: 9780618641802.
    Publisher: Houghton Mifflin
  3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
    ISBN: 0750659807.
    Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.
The above information outlines module MK5117: "Services Marketing" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5142: Marketing Innovation & Entrepreneurship


Semester 2 | Credits: 10

This module focuses on the development of successful marketing programmes for the commercialisation of new technology in new ventures and entrepreneurial growing firms. It examines the processes of new venture creation and the role of the entrepreneur in the innovation process. It outlines the tools for market opportunity validation and business concept testing for innovative products and services. It addresses the formulation of marketing strategies for the commercial exploitation of innovative products and services. In particular, the course examines marketing of innovation and commercialisation paths in start-ups and Small and Medium Enterprises (SMEs).
(Language of instruction: English)

Learning Outcomes
  1. Acquire a clear understanding of the importance of innovation and its relationship with marketing and new enterprise creation.
  2. Appraise the opportunities and challenges associated with marketing new technology products/services.
  3. Critically assess the importance of market identification and market validation.
  4. Identify entrepreneurial opportunities from emerging trends across various industries and market ecosystems.
  5. Develop/document business model canvas for new/existing business.
  6. Conduct market research and identify stakeholder needs for a new product offering.
  7. Evaluate the role of social networks, partnerships and alliances in new value creation and effective marketing strategy.
  8. Develop a marketing plan for a new technology-based product or service.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing of High Technology Products & Innovations" by Mohr, J., Sengupta, S. & Slater, S.
    Publisher: Pearson
  2. "Innovation Management & New Product Development" by Trott, P.
    Publisher: Pearson
  3. "technology entrepreneurship - Bringing Innovation to the Marketplace." by Evers, N., Cunningham, J. & Hoholm
    Publisher: Palgrave-McMillan
The above information outlines module MK5142: "Marketing Innovation & Entrepreneurship " and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MG5115: International Entrepreneurship


Semester 2 | Credits: 5

Many business ventures internationalise to capture global opportunities. This module covers the development of ventures that pursue internationalisation relatively early in their development. It focuses on the specific challenges and opportunities that international expansion entails for young ventures and how leaders can effectively address them. It is the aim of this module to equip students with the necessary knowledge to lead and work with entrepreneurial ventures in their internationalisation efforts. Following the introductory session, it will be taught as a series of mini lectures followed by interactive workshops in which groups will present and get feedback from their peers, guest experts and the module coordinator on their live venture internationalisation consulting project.
(Language of instruction: English)

Learning Outcomes
  1. Characterize the early and rapid international expansion of international ventures, both born globals and those that internationalise later.
  2. Appreciate the specific challenges and opportunities such ventures face
  3. Devise and critically analyse an approach for translating an idea into an entrepreneurial opportunity that is internationally-focused from the early stages of the venture.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "International Entrepreneurship: starting, developing, and managing a global venture" by Robert D. Hisrich
    Publisher: Sage Publication
The above information outlines module MG5115: "International Entrepreneurship" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK566: Strategic Brand Management


Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes
  1. An understanding of the consumer based brand equity concept.
  2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. An insight into the contribution of marketing programmes to brand equity.
  4. A greater awareness of the relationship between marketing communications and brand building.
  5. An ability to recommend an appropriate research method to capture customer mindset.
  6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
  7. An insight into contemporary issues in branding theory.
  8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
  2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
    Publisher: Butterworth Heinemann
  3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
    Publisher: Routledge
  4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
    Publisher: Kogan Page
  5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
    Publisher: Oxford University Press
The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5104: Marketing Analytics


Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes
  1. Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
  2. Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
  3. Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
  4. As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
  5. Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
  6. Be able to create meaningful reports and presentations.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
    Publisher: Wiley & Sons
The above information outlines module MK5104: "Marketing Analytics" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5120: Global Business to Business (B2B) Marketing


Semester 2 | Credits: 5

The objective of the course is to enable students to gain an appreciation of pertinent issues that affect an organisation’s strategic business marketing decisions and their B2B strategies in a global context. The course seeks to highlight commonalities in the consumer and business markets that foster similar marketing strategies, while distinguishing significant differences that demand an altered approach. Further, students will learn developments in strategic market analysis, relationship management, supply chain, management, and business marketing strategy development as applied to the industrial market sector and contemporary Business to Business Marketing.
(Language of instruction: English)

Learning Outcomes
  1. Gain an appreciation of pertinent economic and political issues that affect the business decisions and marketing strategies of organisations operating in a global context; and to appreciate the overall environment in which international business takes place, before focusing on management issues in international firms.
  2. Discuss and critically evaluate theories of firm internationalisation and assess their relevance and application to patterns of firm internationalisation across a variety of industry contexts.
  3. Be able to appraise the various market entry and development strategies and decide on optimal internationalisation modalities to reflect the complex and dynamic interplay between the international marketing environment, and of the firm.
  4. Be able to apply marketing concepts and skills learnt in various business contexts, and be capable of analysing a variety of international marketing scenarios, including designing the appropriate contextual international marketing mixes.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Business Marketing Management B2B" by Hutt, M.D. & Speh, T.W.
    Publisher: Cengage Learning
  2. "Business to Business Marketing" by Blythe, J. & Zimmerman. A.
    Publisher: Palgrave
The above information outlines module MK5120: "Global Business to Business (B2B) Marketing" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5118: Social Marketing & Sustainability


Semester 2 | Credits: 5

Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)

Learning Outcomes
  1. Explain the role of Social Marketing for behaviour and social change.
  2. Critically differentiate between Social Marketing and other forms of marketing.
  3. Critically discuss the conceptual and methodological issues that underlie Social Marketing.
  4. Detail the more commonly used change theories in Social Marketing.
  5. Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
  6. Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
  7. Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
  8. Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
The above information outlines module MK5118: "Social Marketing & Sustainability" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Why Choose This Course?

Career Opportunities

Graduates have found employment in such companies as GlaxoSmithKline, Kerry Group, ExOrdo, Sales Force, Fáilte Ireland, SAP, Tourism Ireland, Smyths Toys. 

More reasons to choose this course
  • Summer School (1 week) on topical areas in marketing practice.
  • Consultancy projects which provide realistic industry settings and experiences
  • Team building exercises
  • Team building field trip (e.g. a day in Delphi resort https://www.delphiadventureresort.com/outdoor-activities/)
  • Training on 'Working in Groups'
  • Inter-Cultural Training
  • Extra curricular workshops (e.g. Excel Training, Writing Skills, Referencing)
  • Executive Masterclasses by Industry Experts in Global consumer and business companies—e.g. Google; OnePage CRM; Audi; Guinness; Nestle, Kerrygold; Aerogen; Heineken; Gamestop; & Amadeus.
  • Under special arrangements with the Marketing Institute of Ireland (MII), students can sit the MII Qualifier Exam, enabling them to become full members of the Marketing Institute and use the letters MMII Grad after their name, as well as being listed in the Marketing Institute’s Register of Qualified Marketers.
  • Fantastic partnerships with industry:

Marketing Tag Cloud

J.E. Cairnes School of Business & Economics MSc International Marketing and Entrepreneurship Merit Scholarship

Details of our merit Scholarships for the MSc in International Marketing and Entrepreneurship commencing September 2021 will be published in Spring. For more information on the scholarship application process, please contact business@nuigalway.ie. Link to Scholarships page.

2018/2019 Class - Delphi Adventure Resort Team Building Day

At the start of the year, the MSc Marketing Programme students and the academic discipline go to Delphi Adventure Resort for a full day of team building activities.

0101 Delphi Team International

2019/2020 Class - Delphi Adventure Resort Team Building Day

0101 Delphi Team 2019-20

Class of 2020 Delphi Team Building Day 

0101 Delphi Adventure Centre Class of 2020

International Marketing and Entrepreneurship (MSC) Guest Speakers:
Joe Smyth SVP of R&D, AI Group Lead at Genesys
Joe Smyth SVP of R&D, AI Group Lead at Genesys
 Paula Clarke, Motivational Speaker, Coach and Potentialist, Clarke Griffin Associates

Paula Clarke - Clarke Griffin Associates

Who’s Suited to This Course

Learning Outcomes

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€9,500 p.a. 2020/21

Fees: Tuition

€9,276 p.a. 2020/21

Fees: Student levy

€224 p.a. 2020/21

Fees: Non EU

€16,900 p.a. 2020/21

Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €2,000 towards your tuition.  You will be liable for the remainder of the total fee.  An F5 grant is where SUSI will pay TUITION up to a maximum of €6,270.  SUSI will not cover the student levy of €224.

Find out More

Programme Director:
Dr Gabriela Gliga
E: gabriela.gliga@nuigalway.ie

Programme Administrator:
Mary Greaney, 
T: +353 91 492 546
E: mscmarketing@nuigalway.ie

Quick Links

Meet our Students & Graduates

Deirdre

Deirdre Cullina |   Fáilte Ireland, Ibec Global Graduate (2019 Graduate)

The MSc in International Marketing was the perfect course to prepare me for a global career. The teaching staff were highly supportive and encouraging, which made the transition to Masters level studies a lot easier. I would definitely recommend this course. My favourite thing about this course has been the opportunity to apply the theoretical marketing concepts to highly practical assignments, which was especially beneficial for someone who had no previous business experience.
in Connect with Deirdre
Yinan

Yinan Wang |   Marketing and Market Management Supervisor

The programme has boosted by confidence and prepared me for my future career working for international companies. I also got many opportunities to work with other international students, which considerably improved my abilities, like communication skills and critical thinking. My year at NUIG was not only about solid international marketing knowledge, but I have also experienced one of the best times of my life. I made a lot of friends here. My advice it be open-minded and experience everything NUI Galway has to offer. Enjoy it. (Graduate 2019)
in Connect with Yinan
Astha

Astha Saxena |   Lead Researcher at Gartner

I have chosen the MSc in International Marketing, based on the high reputation of NUI Galway, which is also reflected in the QS World University Rankings. After attending the first few lectures I realized that I made the right choice. I’d recommend this course which gives a deep insight in different areas of International Marketing. My experience at NUI Galway has been absolutely amazing. It was everything I ever imagined it to be and more. (Graduate 2019)
in Connect with Astha
Sarah

Sarah Dolan |   Senior Marketing & Communications Manager for Global Events

“The MSc in Marketing allowed me the opportunity to reach my full potential, helping me build the skills and knowledge necessary to become part of one of the largest software companies in the world. The masters gave me a distinct advantage over other candidates as a result of the scope of topics and projects we covered. I would recommend it to anyone who is passionate about marketing and would like to build a successful career in this field.”
in Connect with Sarah
Brian

Brian Mac Cathmhaoil |   Community manager at Ex Ordo

The extensive skills I built through the International Marketing and Exporting masters built a platform for me to work as the administrator for the 21st McGill International Entrepreneurship conference and to publish a book chapter from my thesis. The experience and expertise gained from the master's programme gave me the confidence to work as the community manager for Ex Ordo a dynamic software company that has customers in over 60 countries. The fun I had in doing my masters provided me with some lifelong friends and really helped me create a career in marketing.
Jason

Jason Gaynor |   Development Executive – Enterprise Ireland

I graduated in 2016 from NUIG's MSc International Marketing and Exporting. The expertise and advice from lecturers and the material covered helped prepare me for work with National and International employers such as Pat The Baker and Valeo Foods. It also allowed me to discover my interest in Internationalisation which led me to pursue a position with Enterprise Ireland.

Best College of Business 2019

Best College of Business 2019

Downloads

  • Postgraduate Taught Prospectus 2020

    Postgraduate Taught Prospectus 2020 PDF (21 MB)

  • Business Undergraduate Programmes 2019-20

    Business Undergraduate Programmes 2019-20 PDF (4.5 MB)

  • Postgraduate Programmes 2019-20

    Postgraduate Programmes 2019-20 PDF (4.7 MB)

  • Marketing Flyer

    Marketing Flyer PDF (16MB)