About the programme

Students work as “marketing advisors” in the Marketing Development Practice (MDP), a marketing and business training agency based within UCD Smurfit School, providing business marketing solutions to a wide range of companies, from start-ups and non-profit organisations to large multinational companies.

Operating on the premise of “action-based learning”, students put the theory they learn during lectures into action, working with guidance from experienced industry professionals and managers. Projects include conducting market research, creating marketing and digital strategies, as well as implementing marketing plans and events. The combination of learning marketing theory and then applying it to real work with clients, is unique, setting both the course and its students apart.

Students receive one-to-one guidance and support from managers, enabling them to develop confidence both personally and professionally. The programme develops students’ essential marketing skill-base in areas such as research, creative problem-solving, strategic planning, critical thinking, teamwork, client management and effective communications. Students are linked to a strong global alumni community providing them with the opportunity to network and seek mentorship, equipping them with tools to build their own career path once leaving the programme.

The programme is suited to graduates from all disciplines, both business and non-business, who are interested in pursuing a career in business and marketing and who want to kick start their career with real work experience. The course transforms students into competent marketing professionals, through the development of both professional and personal skills, which can be taken into any industry.

For graduates leaving the programme, brand management has been a popular career path. However, many graduates have gone into other careers, such as market research, business development and consultancy.

• Potential careers for our graduates include:
• Marketing and Events Management
• Brand Management
• Business Development
• Account Management
• Customer Intelligence
• Digital Marketing

Courses modules include:

• Strategic Marketing Management
• Customer and Market Insights
• Brand Management
• AI and Digital Marketing Strategy
• Launching New Products
• Professional Development: Business Building
• Professional Development
• Applied Marketing Project

Admissions Requirements

• A practically-oriented course designed to turn graduates from a variety of academic backgrounds into fully-equipped marketing professionals.
• Candidates must have an honours degree in any discipline.
• Ideally suited to students coming directly from undergraduate studies, or with less than 3 years’ work experience.*
• Candidates will be required to attend a single interview.
• A short statement (300 words) entitled “Why I should be accepted on the MSc Marketing Practice Degree” should also be submitted.
• Acceptance is subject to demonstration of an aptitude in marketing.

Applications from international students are welcome but competency in English is essential.

• Experiential learning and research skills are paramount for students during this masters, in addition, students must also successfully work in collaboration with professional communities and external stakeholders.

Student Testimonial

“Pursuing the MSc in International Management (CEMS) MiM at UCD Smurfit allowed me to build on my globally-oriented undergraduate experience. I wanted to continue learning in a cross-cultural environment that could also provide the practical business connections I needed to launch my career. I chose UCD specifically because of its strong ties to the tech world and the CEMS network, which I knew would help bridge the gap between my academic foundation and my professional ambitions. Thanks to the guidance and support of the alumni network—as well as the incredibly dedicated UCD team—I was able to clarify my career direction and build the confidence to step into my current role. I’m truly grateful for the experience, the people I met and the foundation it provided for my professional journey.”

MSc Marketing Practice 2023, Katie Keenan

MSc Marketing Practice, Molly O’Neill