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
In this section
Put Marketing at the centre of your business, providing professional marketing education to Northern Ireland’s business community for over 40 years.
The MSc Marketing programme is aimed at graduates from any discipline who wish to develop a professional career in Marketing. The course facilitates creativity, innovation, entrepreneurial mind set development and a dedication to lifelong learning to become a strategic thinking marketing professional. We aim to provide a current professionally relevant learning environment that will nurture, challenge and empower our students through collaboration with industry and international partners. This unique brand, developed over 30 years of successful delivery, has been created through a partnership approach enabling students to actively participate within their learning community, professional networks and wider\global society. Across the course, students will have opportunities to critically examine, evaluate and question contemporary perspectives and practices. This is facilitated through an enquiry based and experimental approach enabling students to deconstruct and co-create new knowledge in an authentic, transformative and collaborative peer-to-peer learning environment.
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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This intensive programme aims to equip students with the skills they need to succeed in their choice of professional marketing career. The MSc Marketing programme will develop professional Marketing graduates who can drive business success, identify new business trends, deliver complex business solutions and build customer relationships that allow the co-creation of products and services. The programme responds to market demands through originality in the application of contemporary academic research and professional marketing practice. Students will challenge the accepted conventions of the business world by developing marketing strategies in real life business contexts and studying topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing. Real life experience will be provided by an applied project within a local business to solve a contemporary marketing problem.
Within this aim, the objectives of the programme are to:
- Provide advanced study within the Marketing discipline
- Use an enquiry based approach to develop skills suitable for today’s dynamic marketplace
- Enhance the lifelong learning capabilities of graduates
- Develop digital and analytical skills to enhance employability
- Build critical evaluation skills by using the application of marketing theories to complete live business projects\internships
- Provide a unique student experience of working in virtual international teams to develop a novel and disruptive business idea
The following modules are undertaken during the MSc programme:
Semester 1 modules
Foundations in Management (20 credits) (Year 1 Part time)
All business activities occur within an organisational context, and all organisations require effective and efficient management. Organisations are highly complex and dynamic goals led open social systems, comprised of numerous interdependent and inter-related variables. This module introduces students to the subject of management, organisational structures and strategy. Students will develop a critical knowledge and understanding of the structural configurations, which organisations can assume, and the environmental and strategic factors, which influence this structure. Students will explore management's role within organisations, as well as how managers can grow successful business within today global business environment.
Marketing Management (20 credits) (Year 1 Part time)
This module is designed for graduates to deepen their knowledge concerning the nature and character of fundamental marketing principles, their inherent inter-relationships and how marketing can be effectively managed both as a function and a philosophy. It builds on this to provide knowledge to increase understanding of the important concepts, processes and frameworks of marketing management decision making from both an operational and strategic perspective.
Strategy & Innovation (20 credits) (Year 2 Part time)
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 focusing particularly on innovation and business development using innovative business modelling techniques.
**Students are given the unique experience of working in an international virtual team to develop a new business idea and present to international business angels. Involves workshops in Finland and Germany (students are required to cover cost of travel and accommodation for these trips. Tuition is included with student fees). **
Semester 2 Modules
Marketing Analytics (20 credits) (Year 2 Part time)
This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and LinkedIn analytics. The module will focus on the analysis and interpretation of primary and secondary data.
Digital Marketing Communications (20 credits) (Year 1 Part time)
Digital Marketing communications have become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand
for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.
Global Marketing (20 credits) (Year 2 Part time)
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. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.
Semester 3 modules
Entrepreneurial Marketing (20 credits) (Year 2 Part time)
Rapid changes in technology, political structures and lifestyles are creating new products, new markets and opportunities for enterprise and for entrepreneurial people. On the other hand, these factors combined with the pressure of aggressive competition, create an environment full of threats to challenge the determination of such entrepreneurial people. Marketing is a core but largely undervalued component of new venture creation. The identification and evaluation of market opportunities and their strategic and tactical development are at the heart of the entrepreneurial process. As larger companies downsize in pursuit of benefits of entrepreneurial SMEs a number of questions arise. Do SMEs just practice a simplified version of "sophisticated" marketing practised in larger firms? Is the marketing practised in entrepreneurial SMEs different, even fundamentally different? Why, though, are larger firms apparently so keen to abandon "big" and "sophisticated" for "small" and "unorthodox"? Marketing and entrepreneurship determine the fate of business owners and SMEs worldwide. However if entrepreneurial SMEs do marketing in a way that is fundamentally different to those approaches presented in conventional marketing theory then we need new theories. There is a need to address these issues and to explore the challenges that exist at the interface between marketing and entrepreneurship theory, to answer these questions and to draw out the practical implications for practice in enterprising businesses.
Applied Marketing Project (40 credits) (Year 2/3 Part time)
The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.
All modules are delivered 'executive style' in a flexible three-day block format and can be paced to individual needs. Each three-day block is usually delivered Wed-Frid 9-5 each day.
Students will study one module every four weeks of semester.
- October 2019
- January 2020
Teaching, Learning and Assessment
The content for each course is summarised on the relevant course page, along with an overview of the modules that make up the course.
Each course is approved by the University and meets the expectations of:
- the relevant generic national Qualification Descriptor
- the applicable Subject Benchmark Statement
- the requirements of any professional, regulatory, statutory and accrediting bodies.
Attendance and Independent Study
As part of your course induction, you will be provided with details of the organisation and management of the course, including attendance and assessment requirements - usually in the form of a timetable. For full-time courses, the precise timetable for each semester is not confirmed until close to the start date and may be subject to some change in the early weeks as all courses settle into their planned patterns. For part-time courses which require attendance on particular days and times, an expectation of the days and periods of attendance will be included in the letter of offer. A course handbook is also made available.
Courses comprise modules for which the notional effort involved is indicated by its credit rating. Each credit point represents 10 hours of student effort. Undergraduate courses typically contain 10- or 20-credit modules (more usually 20) and postgraduate course typically 15- or 30-credit modules.
The normal study load expectation for an undergraduate full-time course of study in the standard academic year is 120 credit points. This amounts to around 36-42 hours of expected teaching and learning per week, inclusive of attendance requirements for lectures, seminars, tutorials, practical work, fieldwork or other scheduled classes, private study, and assessment. Part-time study load is the same as full-time pro-rata, with each credit point representing 10 hours of student effort.
Postgraduate Master’s courses typically comprise 180 credits, taken in three semesters when studied full-time. A Postgraduate Certificate (PGCert) comprises 60 credits and can usually be completed on a part-time basis in one year. A 120-credit Postgraduate Diploma (PGDip) can usually be completed on a part-time basis in two years.
Class contact times vary by course and type of module. Typically, for a module predominantly delivered through lectures you can expect at least 3 contact hours per week (lectures/seminars/tutorials). Laboratory classes often require a greater intensity of attendance in blocks. Some modules may combine lecture and laboratory. The precise model will depend on the course you apply for and may be subject to change from year to year for quality or enhancement reasons. Prospective students will be consulted about any significant changes.
Assessment methods vary and are defined explicitly in each module. Assessment can be a combination of examination and coursework but may also be only one of these methods. Assessment is designed to assess your achievement of the module’s stated learning outcomes. You can expect to receive timely feedback on all coursework assessment. The precise assessment will depend on the module and may be subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Coursework can take many forms, for example: essay, report, seminar paper, test, presentation, dissertation, design, artefacts, portfolio, journal, group work. The precise form and combination of assessment will depend on the course you apply for and the module. Details will be made available in advance through induction, the course handbook, the module specification and the assessment timetable. The details are subject to change from year to year for quality or enhancement reasons. You will be consulted about any significant changes.
Normally, a module will have 4 learning outcomes, and no more than 2 items of assessment. An item of assessment can comprise more than one task. The notional workload and the equivalence across types of assessment is standardised.
Calculation of the Final Award
The class of Honours awarded in Bachelor’s degrees is usually determined by calculation of an aggregate mark based on performance across the modules at Levels 5 and 6, (which correspond to the second and third year of full-time attendance).
Level 6 modules contribute 70% of the aggregate mark and Level 5 contributes 30% to the calculation of the class of the award. Classification of integrated Master’s degrees with Honours include a Level 7 component. The calculation in this case is: 50% Level 7, 30% Level 6, 20% Level 5. At least half the Level 5 modules must be studied at the University for Level 5 to be included in the calculation of the class.
All other qualifications have an overall grade determined by results in modules from the final level of study. In Master’s degrees of more than 200 credit points the final 120 points usually determine the overall grading.
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 the MSc programme.
The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Figures correct for academic year 2019-2020.
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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Digital Marketing Communications
This module examines the digital marketing context. When the tools of marketing change, marketing strategies and marketers must evolve too. The focus of this module is on supporting adaptive practice for potential or current marketers as they navigate the digital transformation of the marketing function.
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.
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 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.
This module introduces students to Marketing Analytics. The module aim is to enable students to study and develop digital literacy skills in order to collect, analyse and report on data from a variety of digital sources. It seeks to develop the student's ability to identify appropriate methods and techniques for analysis from different data sources in order to report on this.
Strategy and Innovation
Strategy and innovation 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.
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.
Applied Marketing Project
The Applied Marketing Project enables students to develop research, consultancy and project management skills developed in the research and consultancy skills module. The Marketing Analytics module provides the learning and foundation students require in order to apply the practical and theoretical concepts encountered on the marketing programme to a "live" marketing management issue. In doing so they choose appropriate research methodologies, gather data and make conclusions and resource based recommendations to the host organisation in a reliable and valid manner.
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 second class honours degree or better in any discipline, 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.
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.
Work placement / study abroad
There is no placement on this programme, but students can attend international workshops in Lapland University of Applied Sciences, Finland and Kempten University of Applied Sciences, Germany as part of the Strategy and Innovation module. (students are required to pay for the cost of travel for these trips)
Fees and funding
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Fees (total cost)
Important notice - fees information
Fees illustrated are based on 19/20 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:
- £14,060.00 Scholarships available
Scholarships, awards and prizes
Wrightbus Award for Excellence - Best overall student
Envision Award for Excellence as Best Applied Marketing Project
Whale Award - Best Student on Global Marketing Module
Shredbank Award - Best Student on Entrepreneurial Marketing Module
Pure Running award - Best Student on Digital Marketing Communications Module
Additional mandatory costs
The Strategy and Innovation module involves up to two international trips to Lapland University of Applied Sciences, Kajaani, Finland and Universityty 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.
Course Director: Dr Andrea Reid
For more information visit
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