MSc Marketing Practice
Dublin, Ireland
MSc
DURATION
11 months
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
EARLIEST START DATE
Sep 2026
TUITION FEES
STUDY FORMAT
On-Campus
Fast-track counseling
By contacting the school, you'll get access to free priority counselling for any study and application questions.
Key Summary
Structured to simulate the dynamic work environment, the MSc in Marketing Practice is a comprehensive, intensive master's programme offering students the unique opportunity to gain practical experience working with real clients on real projects, while also obtaining a master's from Ireland’s top graduate business school.
Students work as “marketing advisors” in the Marketing Development Practice (MDP), a marketing and business training agency based within UCD Smurfit School, providing business marketing solutions to a wide range of companies, from start-ups and non-profit organisations to large multinational companies.
Operating on the premise of “action-based learning”, students put the theory they learn during lectures into action, working with guidance from experienced industry professionals and managers. Projects include conducting market research, creating marketing and digital strategies, and implementing marketing plans and events. The combination of learning marketing theory and then applying it to real work with clients is unique, setting both the course and its students apart.
Students receive one-to-one guidance and support from managers, enabling them to develop confidence both personally and professionally. The programme develops students’ essential marketing skill base in areas such as research, creative problem-solving, strategic planning, critical thinking, teamwork, client management, and effective communications. Students are linked to a strong global alumni community, providing them with the opportunity to network and seek mentorship, equipping them with tools to build their own career path once they leave the programme.
What Will I Learn?
The teaching approach and objectives of this course are based on Action Learning – students learn by doing throughout the duration of the course and at the service of actual organisations.
- Learning to manage – students consolidate their prior knowledge of management theory by adopting and applying actual commercial skills.
- Genuine practical experience is gained as students act as “Marketing Advisors”, involving a professional assignment to be delivered to a client.
- An understanding of the marketing challenges faced by a variety of different organisations, from start-ups and non-profits through to multinational organisations.
How Will I Benefit?
- Students gain a globally recognised Master's degree from Ireland’s leading graduate business school.
- Real work experience is gained with clients from a range of industries throughout the year.
- Insight into various industries and roles enables students to find what they are passionate about and interested in.
- With limited course numbers, students receive consistent ongoing feedback and guidance.
- Students develop both professional and personal skills.
- Graduates from the MSc in Marketing Practice are sought after by top marketing-led companies.
- Graduates benefit from a strong MDP alumni community, which creates networking and mentorship opportunities.
The programme is suited to graduates from all disciplines, both business and non-business, who are interested in pursuing a career in business and marketing, and who want to kick-start their career with real work experience. The course transforms students into competent marketing professionals through the development of both professional and personal skills, which can be applied to any industry.
UCD Smurfit Scholarships offer a life-changing opportunity to prospective students. By offering merit-based scholarships, we recruit the highest quality students from across the world; while our financial needs-based scholarships put an MBA or Masters within reach for several ambitious students each year. Smurfit Scholarships are in high demand and there is significant competition each year.
The 12-month, full-time course covers a broad range of disciplines and skill sets, whilst the personal and professional development of each student is achieved through a defined series of actions and events.
| Autumn Trimester | Spring Trimester | Summer Trimester | Full Year Modules |
|---|---|---|---|
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Please be advised that the above reflects the 2025/2026 curriculum structure and is subject to change each year. Note that module descriptors are updated in advance of each academic term.
| Programme Goal | Programme Outcome |
|---|---|
| Knowledge of the Global Context and Global Mindset: Our MSc Marketing Practice graduates will have the knowledge needed to operate in a global business environment and be able to apply and act upon what they know in global business settings. | Develop core discipline knowledge. |
| Critically evaluate contemporary theory and best practice of marketing globally. | |
| Use contemporary theory and best practice in practical marketing situations with global businesses. | |
| Discipline-relevant quantitative knowledge and skills: Our MSc Marketing Practice graduates will be able to demonstrate critical thinking and independent reasoning skills in situations of decision-making and problem-solving, supported by the appropriate use of analytical and quantitative techniques. | Develop research competency. |
| Specify, develop, and implement a research program to solve the problem for an organisation of any size in the commercial or non-commercial sectors. | |
| Evaluate research reports, the methodology used, and critically assess the usefulness of that research to their organization. | |
| Responsible Business Leaders: Our MSc Marketing Practice graduates will develop skills to be informed and imaginative future global business leaders who are mindful of responsible and sustainable business objectives and practices. | Professional and personal development through reflective practice. |
| Facilitate progress through the application of action learning. | |
| Critical Thinking: Our MSc Marketing Practice graduates will develop critical thinking skills by analysing, evaluating, and synthesising information. | Develop analytical skills with an openness to alternative perspectives for problem-solving. Diagnose and evaluate marketing problems and identify appropriate solutions. |
| Critically analyse marketing and marketing-related documents, reports, plans, or presentations, and identify useful information. | |
| Have the ability to develop and implement creative solutions to real-world problems. | |
| Communication and Collaboration Skills in Diverse Environments: Our MSc Marketing Practice graduates will be effective communicators and collaborators in intercultural and diverse settings. | Communicate with leaders, customers and key stakeholders on problem identification, solution management, and key marketing communication messages. |
| Engage with diverse perspectives and communicate persuasively and professionally in collaborative settings. | |
| Have the ability to work with different groups/cultures and with diverse individuals. | |
| Identify and coordinate effective communication strategies and engage with key stakeholders, using appropriate media. |
For graduates leaving the programme, brand management has been a popular career path. However, many graduates have gone into other careers, such as market research, business development, and consultancy.
Potential careers for our graduates include:
- Marketing and Events Management
- Brand Management
- Business Development
- Account Management
- Customer Intelligence
- Digital Marketing