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)
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)
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)
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)
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)
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)
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 Optional
Advanced Practice Pathway (optional, to be completed before the Entrepreneurial Marketing module and Applied Marketing Project)
Students who have successfully completed the MSc Marketing programme’s first 6 taught modules. are eligible to select the Internship and Professional Development Project module or Applied Consulting Project module in order to undertake the pathway Advanced Practice.
Internship & Professional Development Project (60 credits)
The purpose of the Internship and Professional Development Project module is to both enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem, and, additionally, to provide students with experience of selling themselves to employers, gaining employment and acquiring and developing workplace skills, which will enhance their future career prospects. As part of the process students carry out primary or secondary research within an organisational setting; this will involve the selection of appropriate research methods to solve a "live" management problem. The results will be presented in the form of an academic internship report. They also produce a Reflective Professional Development Portfolio, which increases their awareness of their journey through their respective programme and their internship, specifically. The module is designed to enhance employability and career prospects and to build confidence through gaining experience in a business environment. It also serves as an integrating mechanism for all course content as well as developing analytical, evaluative and project management skills.
Applied Consulting Project (60 credits)
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 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 strategic, global citizenship perspective.
Semester 3 or 4 modules
Entrepreneurial Marketing (20 credits)
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)
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. These three day-blocks are usually Wed-Fri 9-5. One module is delivered every 4 weeks during semester.
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 2019
- January 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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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.
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 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.
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 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.
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.
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.
Internship & Professional Development Project
This module is optional
This optional module is designed to further enhance the employability and professional development of postgraduate students who are undertaking identified MSc programmes, by giving them internship experience normally of 12 weeks duration. During this internship, students undertake an organisational project and complete a reflective professional development report, which allow them to apply the theoretical concepts encountered on their 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 , MSc Marketing or MSc Management 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 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.
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.
Work placement / study abroad
There is no defined work placement on this programme, howeverthose students choosing to ccomplete the Advanced Practice Pathway will gain valuable experience of working with a business to complete a defined project.
Students also have the opportunity to study abroad as part of the Strategy and Innovation module. Workshops are held in Lapland University of Applied Sciences, Finland and Uniiversity of Applied Sciences Kempten, Germany. This is a unique experience not offered on any other marketing course in the UK and Ireland. (students must cover cost of travel)
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 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
For more information visit
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