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Course content

Programme Overview

The development of world class marketing and sales skills has never been more critical. In fact, the 2004 report of the Enterprise Strategy Group, (“Ahead of the Curve: Ireland’s Place in the Global Economy”) identified the enhancement of marketing and sales capability as one of the key challenges facing our enterprise sector in Ireland.
The Executive Masters in Marketing at DCU provides further professional development for experienced graduates and qualified marketing professionals. It is also designed to meet the needs of employers for highly qualified employees in this area. The opportunities and challenges posed by new developments in marketing theory and practice require new insights and perspectives which this programme provides.

Entry Requirements

The minimum entry requirements will be:
an honours degree in business; or
an honours degree with significant relevant professional experience; or
professional qualifications in marketing and significant relevant professional experience.
In the event of there being more qualified applicants for the programme than places available, applicants will be ranked by prior academic achievement, work experience and performance at interviews.

Programme Structure
This is a two year programme which involves four semesters of coursework and completion of a dissertation. Workshops are run to assist students in preparing their dissertations.
The programme requires attendance on only two evenings per week (currently Monday and Tuesday from 6.00 to 9.30pm) to accommodate busy executives.

Modules are assessed by a combination of end-of-semester examinations and continuous assessment (case studies, projects, and computer-based assignments).

Programme Content
• International Marketing
• Strategic Marketing Management
• The Practice of Social and Market Research
• E-Marketing
• Advertising and Marketing Communications
• Consumer Protection and Intellectual Property Law
• Service Marketing and Management
• Brand Management
• Tourism Marketing
• Marketing and Society
• Consumer Behaviour
• Strategic Management
• Dissertation

Programme Aims and Objectives

• To advance students’ knowledge of the theory and practice of strategic marketing;
• To develop students’ problem solving abilities, particularly problems associated with the marketing function in contemporary organisations operating in the competitive global marketplace.

Career Prospects

Graduates are employed as Marketing Managers, Product Development Managers, Brand Managers and Agency Directors. They work in a diverse range of sectors including the major
financial institutions, fast moving consumer goods companies, industrial goods and services companies and government agencies.

“The stress on academic excellence combined with practical learning situations has greatly helped me in my career. On completion my main career aim was to work with
an internationally focused company preferably in the technology sector”.

Rosemary Lawlor, Masters Graduate. Marketing Manager, Intune Technologies.
‘Whilst studying part-time in DCU for the Masters in Marketing (2002-2004) I was promoted to Brand Manager for Club Energise (C&C Ireland Ltd). Club Energise was launched in August 2003 and has been one of the most successful product launches in the soft drinks industry.I have no doubt that studying in DCU has helped me to progress in my career”.
Lynne Malone, Brand Manager Club Energise, C&C Ireland Ltd.

“The Masters in Marketing programme at DCU provides the correct mix between management and marketing. It afforded me the knowledge and experience to move to senior management
level within my organisation and the expertise to work on International projects for the Wavin Group”.
Patrick Atkinson, Masters Graduate, Head of Marketing, Wavin Ireland.

To apply for a postgraduate taught programme visit the Postgraduate Applications Centre(PAC) at to complete an online application.




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Recipient: Dublin City University

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