Code

PG25573

Title

Master of Science in Marketing

Programme Purpose

This programme aims to equip learners with a comprehensive understanding of the key foundations of the marketing discipline whilst facilitating a detailed understanding of the contemporary marketplace in a time of unprecedented change. It has been designed to reflect the increasingly challenging nature of business, as a result of a myriad of issues including climate change, the emergence of artificial intelligence as a key disruptor, and associated issues around sustainability, data protection and ethical marketing. A range of modules and topics are offered that have been designed to challenge the learner whilst providing a focus on the application of knowledge to the commercial imperatives in the marketplace. Learners will gain a critical understanding of the evolving impact of marketing on business and customers and learn how to effectively integrate their knowledge of the marketing channel into decision-making debates in an organisation. Learners will critically analyse and evaluate the marketing function in order to generate valuable business insights in an increasingly complex and disruptive digital environment. They will learn to question how these insights inform strategic business decisions to increase market share and customer reach. Learners will be tasked with engaging with how specific organisations and sectors are grappling with challenges around sustainable marketing and global developments. Learners will develop independent research and problem-solving skills which will be invaluable in a variety of contexts in the workplace going forward. The programme focuses on theoretical and contextual knowledge in core areas such as Strategic Brand Management, Consumer Behaviour and Integrated Marketing Communications. The emergence and impact of artificial intelligence is addressed throughout and specifically by the introduction of neuromarketing as a key component of the ‘Consumer Behaviour Trends ’ module, reflecting the emergence of artificial intelligence tools within marketing. Additionally, the programme is being adapted to incorporate a module entitled ‘Finance for Marketers’ which seeks to give learners a critical insight into the finance function in relation to marketing. The programme offers the ‘Web Marketing Management & Metrics’ module to reflect the increasing centrality of this area of expertise. Learners who complete the full Master of Science in Marketing programme (including the 30 ECTS capstone) will also develop and enhance their research capability through critical enquiry and detailed analytical problem solving, evidenced in particular by the production of a dissertation or by engaging in the placement option. DBS sees the placement option as a strong addition to the Master of Science in Marketing, giving learners the opportunity to build upon and apply the skills acquired in semesters one and two in the workplace. Overall, the programme aims to create in learners a critical understanding of core marketing issues and therefore develops learners’ understanding of the demands of the changing consumer environment through up-to-date and in-depth knowledge of the core and subfields of marketing whilst also providing valuable and necessary practical skills in this field.

Duration Description

NFQ Level(s)

9

EQF Level(s)

7

Location

Dublin City

Delivery Modes

PEL Applies

Yes

PEL Arrangements

Insurance Product

What is PEL?

Details

Validation Documents

Certificate of Validation, Panel Report