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Course content

Entry Requirements
An honours degree in marketing; or
An honours degree in business with a significant specialism in marketing; or
Professional qualifications in marketing and significant and relevant professional experience.
Applications are welcome from final year undergraduates.

Programme Overview

This specialist programme is designed to produce graduates with an advanced academic knowledge of marketing and with the technical and personal skills to operate in a dynamic
and increasingly competitive business environment. Theprogramme is suitable for the recent graduate, offering the opportunity to develop high-level specialist expertise in marketing.

The opportunities and challenges posed by new developments in marketing theory and information technology require new insights, perspectives and information processing
skills. This programme will meet these needs. The “Spring Marketing Seminar Series” provides a forum for visiting academics and business practitioners to impart their knowledge and experiences of marketing. Recent contributors include academics from: Harvard Business School; Northwestern University; City University, New York; and the University of Illinois. And marketing practitioners from: Diageo; Kerry Group; Aer Lingus; Esat BT; Airtricity;
Bank of Ireland; Microsoft; Boru Vodka; Smurfit Group; Xilinx and Waterford Wedgewood.

DCU Business School has an exchange agreement with the University of Illinois at Urbana/Champaign. This allows three M.B.S. in Marketing participants to spend their spring semester studying at what Forbes Magazine has rated the number one advertising department in the USA.

Programme Structure

Innovative teaching methods – including case studies; simulations; seminars; presentations; teamwork; problem-solving exercises; and ‘hands-on’ real-life business projects – are designed to facilitate integration of the theoretical and practical aspects of the programme; their aim is also to encourage considerable interaction among participants. To facilitate such interaction
class size is restricted to 30 in any given year.

This is a one-year programme which involves two semesters of coursework and completion of a dissertation. The programme is delivered on a modular basis.
There are five core modules per semester. In addition, students will choose one from Advanced Language, Intermediate Language or Tourism Marketing in Semester One, and one from Advanced Language, Intermediate Language or Irish and EC/EU Law of Consumer Protection and Intellectual Property in Semester Two. Students are also required to submit a dissertation of approximately 15,000 words by July following the delivery of the programme.

Students doing a language module will choose one of French, German or Spanish and do so at Intermediate or Advanced Level. (Classes in any one language are dependent on minimum
numbers opting for that language).

Programme Content

• International Marketing
• Service Marketing & Management
• Tourism Marketing/Language
• Strategic Management
• Strategic Marketing Management
• E-Marketing
• The Practice of Market & Social Research I & II
• Brand Management
• Marketing & Society
• Consumer Protection & Intellectual Property Law/Language
• Consumer Behaviour
• Advertising & Marketing Communications
• Intermediate and Advanced language studies
• Dissertation

Career Prospects

Graduates are employed in areas such as Marketing Management, Product Development, Brand Management and Research. Employers include a diverse range of services and manufacturing companies in the public and private sectors.

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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