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Strategic Marketing and Practice (MSc)


Programme Description

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: 

  • BU6513 Business Case for Analytics (5 credits)
  • MG6406 Business Strategy Simulation (5 credits)
  • MG6413 Business-to-Business Relationship Marketing Practice (5 credits)
  • MG6410 Service Design (5 credits)
  • MG6411 Consumer Behaviour Theory and Practice (5 credits)
  • MG6415 Ethics and Sustainability (5 credits)
  • BU6005 Applied Research Methods (5 credits)
  • BU6510 Professional development and research communication (5 credits)

Specialism modules - Students take modules to the value of 30 credits as follows:

  • MG6412 Applied Marketing Consultancy Project (10 credits)
  • MG6414 Digital Marketing Practice (5 credits)
  • MG6407 International Sales and Negotiations (5 credits)
  • MG6408  Omnichannel Marketing Communications (5 credits)
  • MG6405 Advanced Strategic Marketing (5 credits)


  • BU6006 Applied Research Project (20 credits)

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.
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Additional Information

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Practicalities & Assessment

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.

Full module information is detailed in the section below.

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Part I

Part II

Specialism modules

For full programme requirements, please refer to the University College Cork Academic Calendar here

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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). 

Applicants should refer to to determine the equivalent standard for their own country. 

In exceptional circumstances consideration 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.

View the grades comparison table

Non-EU Candidates

Non-EU candidates are expected to have educational qualifications of a standard equivalent to Irish university primary degree level. In addition, where such candidates are non-native speakers of the English language they must satisfy the university of their competency in the English language. To verify if you meet the minimum academic requirements for this programme please visit our qualification comparison pages.

For more detailed entry requirement information please refer to the International website .

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Application Process

1. Choose Course

Firstly choose your course. Applicants can apply for up to three 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 Postgraduate Applications Centre (PAC). Applicants will need to apply before the course closing date. There is a €50 application fee.

3. Gather Supporting Documents

Scanned copies of the following documents will need to be uploaded to PAC 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 forms requested for your course.

Please log into PAC for more details.

4. Application processing timeline

Our online application system PAC opens for applications in early November of each year.

Questions on how to apply?

EU students contact

International students contact

Additional requirements (all applicants)

Please note that you will be asked to fill in a supplementary form as part of the application process for this programme. a copy of these additional/supplementary questions are available to view here: CKL07 MSc in Strategic Marketing and Practice


Deferrals are permitted on this programme

The closing date for non-EU applications is 15 June

Non-EU Applications

Applicants who are interested in applying for the programme can also apply online at PAC.

For full details of the non-EU application procedure please visit our how to apply pages for international students.

**All Applicants please note: modules listed in the course outline above are indicative of the current set of modules for this course, but these are subject to change from year to year. Please check the college calendar for the full academic content of any given course for the current year. 

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. 

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