Marketing - MSc - Video
Put Marketing at the centre of your business, providing professional marketing education to Northern Ireland’s business community for over 40 years.Take a look
Put Marketing at the centre of your business, providing professional marketing education to Northern Ireland’s business community for over 40 years.
Imbued with an emphasis on entrepreneurial thinking and practice, the MSc Marketing programme has evolved in line with the needs of the regional economy which it serves, responding as the learning needs and learning styles of its participants have altered and adapted as Northern Ireland more fully takes its place in the global market.
This course is an academically challenging and strategically relevant programme in advanced marketing study, with a particular emphasis on entrepreneurship. The programme is distinctive in exploring leading edge thinking from scholarly sources, alongside a diet rich in the practical application of marketing.
The programme has been designed in conjunction with senior marketing executives from industry as well as local entrepreneurs. It addresses the strategic imperative that companies must become more marketing focused and more professional and entrepreneurial in the practice of marketing.
UUBS is a member of The Babson Collaborative for Entrepreneurship Education founded and sponsored by Babson College, MA, USA. The innovative resources provided by Babson Collaborative are used within the delivery of modules on this programme.
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About this course
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The overall aim of the MSc Marketing course is to provide an academically challenging, intellectually stimulating programme ofstudy that educates, develops and enhances the professional competence of cognate students of marketing and business. The development of knowledge, intellectual qualities, professional and transferable skills will equip students for middle management and senior appointments in marketing within public, private and social economy sectors.
Within this broad aim, the objectives of the course are to:
· Provide an advanced study of business and management with particular focus on marketing;
· Prepare and/or develop students for a career in marketing and business by facilitating the development of enhances transferable skills necessary for marketing management at a variety of levels;
· Develop students’ ability to apply knowledge and critical understanding of marketing and business to complex issues, both systematically and creatively, to improve entrepreneurial marketing and business practice;
· Enhance students’ lifelong learning skills and personal development in order to work with self-direction and originality and to contribute to business and society at large.
· Critically evaluate the application and impact of marketing theories and concepts to practical marketing problems;
· Develop strong transferable skills of logical reasoning, creative thinking, effective communication and the ability to critically evaluate contemporary issues;
· Acquire the skills necessary to conceive, design and implement a substantial research project;
· Cultivate highly developed lifelong learning skills and an appreciation for continuing personal and professional development, through self-directed and reflective learning.
Structure & Content
Full time students complete 4 modules (60 credits) in each of the 2 semesters Sept - Jan and Jan - May. A 60 credit dissertation is then completed between May and September.
The following modules are undertaken during the MSc programme:
- Foundations in Management (15 credits)
The aim of this module is to provide a foundation for the modules that will follow and bring all cognate and non-cognate participants to the same level of appreciation and understanding about marketing and related management issues.
- Marketing Management (15)
This module aims to develop in participants an appreciation of the breadth and depth of contemporary marketing management at both the levels of philosophy and function.
- Consumer Behaviour (15)
This interdisciplinary module, aims to support students’ professional decision-making practices by examining the intricate ways in which consumers experience and construct value through everyday interactions in the marketplace.
- Strategy & Innovation(15)
The aim of this module is to provide an in-depth understanding of the processes of strategy development and how they create and sustain competitive advantage. It aims to provide participants with the opportunity to develop extensive understanding of their organisational context and competitive environment and from this explore alternative approaches to create and sustain advantage.
- Research Methods (15)
The aim of this module is to provide students with an understanding of the processes involved in conceptualising an area of research, backed by a literature review leading to the development of a dissertation outline with an appropriate empirical research methodology.
- Digitizing Marketing (15)
This module aims to provide participants with a critical understanding of the key marketing challenges and opportunities within digital marketing in general and social media marketing in particular.
- Global Marketing (15)
Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing.
- Entrepreneurial Marketing(15)
The aim of this module is to examine marketing and management principles from the perspective of the practicing entrepreneur/manager. The module will re-examine key aspects of marketing theory and will critique these theories from the perspective of the practicing entrepreneurial manager.
- Marketing Dissertation (60 credits)
The aim of this module is to provide the means for students to contribute to the development of knowledge in their specialist area and demonstrate mastery of critical thinking.
All modules are delivered 'executive style' in a flexible three-day block format and can be paced to individual needs.
The full-time MSc is completed in one year. Full-time participants can also exit with a PgCert after successful completion of one semester (four modules) or alternatively exit with a PgDip after successful completion of two semesters (eight modules).
- October 2018
Here is a guide to the subjects studied on this course.
Courses are continually reviewed to take advantage of new teaching approaches and developments in research, industry and the professions. Please be aware that modules may change for your year of entry. The exact modules available and their order may vary depending on course updates, staff availability, timetabling and student demand. Please contact the course team for the most up to date module list.
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This module examines the fundamental principles and concepts of marketing. It builds on these to develop an understanding and appreciation of marketing management including analysis, planning and control issues from both a strategic and operational perspective.
Strategy and Innovation
Strategy consists of the analysis and decisions an organisation undertakes in order to create and sustain competitive advantage. Understanding these interrelated processes is crucial for creating and developing organisations. This module explores these decision areas from a range of contemporary perspectives and contexts.
Foundations in Management
All business activities occur within an organisational context, and all organisations require effective and efficient management. This module introduces students to the subject of management, organisational structures and strategy. Students will develop a framework of knowledge from which they can understand and critically analyse the strategic goals of management, appropriate organisational structures and management's role in delivering strategic goals, as well as identify suitable strategies to enable future organisational growth.
This module provides students with an understanding of the processes involved in conceptualising an area of research, backed by a literature review leading to the development of a dissertation outline with appropriate empirical research methodology.
This module seeks to provide students with an appreciation of the processes of firm internationalisation and the key issues that affect marketing decisions in an international and global context. Firm level processes and activities are considered within the context of the global marketing environment. Students will be given the opportunity to assess opportunities for internationalisation and the barriers that must be addressed.
The module examines key aspects of entrepreneurial marketing management decision-making in different contexts, industries and through the application of such theory to specific live cases. The module builds on the knowledge gained in the earlier modules.
The dissertation is the culmination of the learning process. It enables reasoning and reflection both in relation to the dissertation topic and also to the course as a whole.
This module examines the digital marketing context. When the tools of marketing change, marketing strategies must change too. The focus of this module is on small firms as they attempt to navigate the digital transition from offline to online marketing.
Internship & Professional Development Project
This module is optional
This module is designed to further enhance the employability of the students who have completed the MSc International Business, MBA or MSc Marketing whilst giving them experience of a workplace environment. In considering this they produce both reflective reports which help aid skills development, and also an internship project in which they apply the theoretical concepts encountered on the course to a "live" management issue.
Applied Consulting Project
This module is optional
This applied module enhances the practical and employability skills of students by requiring them to undertake consultancy projects for real life case study clients. The module requires students to draw on relevant theories from previously studied MSc International Business, MBA or MSc Marketing modules, and to apply these in international business contexts, to deliver valuable project outcomes for client companies. The core elements of the module are company and industry specific, however, the international context of the projects will enhance students' development of a global citizenship perspective.
We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.
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Applicants should normally possess a relevant second class honours degree or better, or an equivalent qualification. They must also possess a level of English language competency acceptable to the University.
Exceptionally, applicants who do not possess academic qualifications at the appropriate level but have substantial relevant work experiencemay be considered for admittance in accordance with the Faculty’s Accreditation of Prior Learning policy.
English Language Requirements
English language requirements for international applicants
The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.
Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.
Teaching and learning assessment
Teaching is delivered via three day interactive workshops led by leading academics and supported by industry experts. The student centred approach focuses on individual needs to deliver relevant up to date content that presents current business strategies. The interactive approach allows students to be creative and innovative with solutions and engage in new business approaches.
Learning is inspired by thought provoking workshops that immerse students in new ways of solving business problems relating to Marketing. Students will have the opportunity to work in a virtual team with students from Finland and Germany to develop a new business idea. The ideas will be presented to a panel of international business investors and academics.
Assement is 100% coursework and consists of live business cases within local businesses. Students will deliver high impact business presentations to panels of marketers and industry experts that add direct value to the local business community. The innovative assessment strategies allow students to grow professionally within the marketing realm and provide quality success examples for graduate interviews after successful completion of the MSc programme.
Careers & opportunities
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The average starting salaries for graduate trainees in marketing is £21,461,the average the salary for a marketing manager is £37,305, a senior brand or product manager earns an average salary of £48,296and the average salary for a marketing director is £77,799.
Students should be eligible to apply for marketing positions across public and private sector organisations. Additionally, the skills acquired through completing the programme have inspired some to set up their own businesses.
Past students have gained employment within some of the major global consultancy companies such as PWC, KPMG and Deloitte.
Fees and funding
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Fees (total cost)
Important notice - fees information
Fees illustrated are based on 18/19 entry and are subject to an annual increase. Correct at the time of publishing. Terms and conditions apply. Additional mandatory costs are highlighted where they are known in advance. There are other costs associated with university study.
Visit our Fees pages for full details of fees
- Northern Ireland & EU:
- £13,680.00 Scholarships available
Scholarships, awards and prizes
Wrightbus Award for Excellence - Best overall student
Envision Award for Excellence as Best Dissertation
Whale Award - Best Student on Global Marketing Module
Shredbank Award - Best Student on Entrepreneurship in Practice Module
Pure Running award - Best Student on Digitising Marketing Module
Additional mandatory costs
The Strategy and Innovation module involves up to two international trips to Lapland University of Applied Sciences, Kajaani, Finland and University of Applied Sciences Kempten, Bavaria, Germany. The cost of travel for these trips is notincluded in course fees. The estimated costs are between £600-£1000 per student depending on how many trips each student partakes in. Students are required to attend at least one of these trips.
Tuition fees and costs associated with accommodation, travel (including car parking charges), and normal living are a part of university life.
Where a course has additional mandatory expenses we make every effort to highlight them. These may include residential visits, field trips, materials (e.g. art, design, engineering) inoculations, security checks, computer equipment, uniforms, professional memberships etc.
We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals as well as first-class facilities and IT equipment. Computer suites and free wifi is also available on each of the campuses.
There will be some additional costs to being a student which cannot be itemised and these will be different for each student. You may choose to purchase your own textbooks and course materials or prefer your own computer and software. Printing and binding may also be required. There are additional fees for graduation ceremonies, examination resits and library fines. Additional costs vary from course to course.
Students choosing a period of paid work placement or study abroad as part of their course should be aware that there may be additional travel and living costs as well as tuition fees.
Please contact the course team for more information.
For further information please contact:
Course Director: Dr Andrea Reid