This website uses cookies. About Cookies OK

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.
Back to top

Additional Information

Back to top

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.

Back to top


Part I

  • Professional Development and Research Communication

    Part I

    Professional Development and Research Communication (BU6510)

    To ensure students have the necessary professional skills to enter the workplace and meet the professional expectations of employers

    More Information
  • Business Case for Analytics

    Part I

    Business Case for Analytics (BU6513)

    To enable participants to assess the analytical capability of an organisation and as a result enhance the capability and build the business case to leverage data as a strategic asset.

    More Information
  • Business Strategy Simulation

    Part I

    Business Strategy Simulation (MG6406)

    Marketing theories, concepts, tools and models are applied via a computer simulation of a competitive industry. In the simulation game, teams of students will compete against each other in one industry and make key marketing decisions over a series of periods. The overall aim of this module is replicate the dynamic nature of strategic marketing, using an online business simulation to blend theory with practice. Students are tasked with directing and expanding a business, from research and development to the introduction of new and improved products, the search for new markets, forecasting, information technology, in addition to the associated marketing research study resource options.

    More Information
  • Business-to-Business Relationship Marketing Practice

    Part I

    Business-to-Business Relationship Marketing Practice (MG6413)

    To examine, critique and apply in practice the main concepts, tools and techniques relevant to business-business marketing, relationships and networks.

    More Information
  • Service Design

    Part I

    Service Design (MG6410)

    The aims of the module are to: · Develop and implement service design through the organisation. · Develop and promote a customer centric culture to improve interactions between organisations and their customers. · deliver better staff and customer engagement and participation throughout the service process. · develop winning service propositions to contribute to competitive and sustainable business performance.

    More Information
  • Consumer Behaviour Theory and Practice

    Part I

    Consumer Behaviour Theory and Practice (MG6411)

    To provide students with a solid foundation in theories and their application to consumer behaviour. This module explores theory, research and application in the consumer behaviour domain. To facilitate learning from a holistic perspective, including on-campus research briefs (action learning), off-campus consumer research films (blended), and hands-on creative representation (design thinking).

    More Information
  • Ethics and Sustainability

    Part I

    Ethics and Sustainability (MG6415)

    This module will introduce students to the topic of ethics and sustainability in business: how to approach ethical issues from a practical perspective; understand sustainable consumer behaviour; develop sustainability marketing standards and strategies; address product and supply-chain sustainability and communicate sustainability effectively. In doing so, this module will provide students with the ability to anticipate, critically analyse, and respond to the challenges that emerge from the impact of marketing on society.

    More Information
  • Applied Research Methods

    Part I

    Applied Research Methods (BU6005)

    To develop students' applied research skills enabling them to navigate the practical realities of undertaking a high quality applied research project in addition to designing, conducting and presenting research in a chosen topic.

    More Information

Part II

  • Applied Research Project

    Part II

    Applied Research Project (BU6006)

    To provide students with a practical experience of undertaking an applied research project in collaboration with an industry partner and applying skills and theories acquired on the programme to live issues encountered within a business context.

    More Information

Specialism modules

  • Applied Marketing Consultancy Project

    Specialism modules

    Applied Marketing Consultancy Project (MG6412)

    This module allows students to apply the frame-works and theories learned, and the skills developed, on this programme, by working with a company or organisation on a 'real-life' marketing issue, identifying a solution to this problem, and presenting recommendations to the decision-makers in the company or organisation.

    More Information
  • Digital Marketing Practice

    Specialism modules

    Digital Marketing Practice (MG6414)

    The aim of this module is to equip participants with the necessary digital marketing skills, competencies, and knowledge base to manage effectively: the implementation of digital technologies within organisations; and, the execution of digital marketing at a strategic, operational and tactical level.

    More Information
  • International Sales and Negotiations

    Specialism modules

    International Sales and Negotiations (MG6407)

    To provide knowledge and understanding of the key opportunities and challenges presented to companies operating in a global context and provide practice based sales tools for accessing these markets.

    More Information
  • Omnichannel Marketing Communications

    Specialism modules

    Omnichannel Marketing Communications (MG6408)

    To introduce students to the relevant theories and practices surrounding omnichannel marketing communications, specifically focusing upon how marketing communications must be embedded across the supply chain, utilizing a diversified range of tools and tactics. The module also seeks to position digital research at the forefront of managerial decision-making as it relates to omnichannel marketing communications.

    More Information
  • Advanced Strategic Marketing

    Specialism modules

    Advanced Strategic Marketing (MG6405)

    The aim of the module is to develop the specialised skills, competence and knowledge to become a successful marketing leader of the future using innovative and applied teaching methods that are specifically geared towards encouraging participation, self-development and team working.

    More Information

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

Back to top

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 .

Back to top

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

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. 

Apply Now

Back to top