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Marketing Management (MSc)

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Course Overview

The programme content is aimed at preparing graduates for a variety of marketing positions in business.

Therefore the programme will assist students to:

  • become knowledgeable about a range of Marketing subjects to an advanced level;
  • develop analytical, oral and written presentation skills;
  • acquire and be able to use accepted research methodologies;
  • develop personal confidence.

Key Descriptor

Applications and Selections

Applications are made online via the University of Galway Postgraduate Applications System. 

Who Teaches this Course

researcher
Dr Declan Fleming
B.Comm., M.B.S.,Ph.D.
Lecturer Above The Bar
Marketing
Room 337
Cairnes Building
NUI Galway
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researcher
Dr Elaine Wallace
Senior Lecturer
Dept. of Marketing
Room 322, St. Anthony's
NUI Galway
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researcher
Prof Christine Domegan
B. COMM., M.B.S., Ph.D.(NUI)
Personal Professor
Marketing Discipline
J.E. Cairnes School
of Business & Economics
NUI Galway
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researcher
Dr Patricia Mc Hugh
BComm, MBS, MMII, PhD.
Programme Director MSc Digital Marketing
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researcher
Dr Ann Torres
B.A., M.B.A., PhD.
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researcher
Dr Sheila Malone
PhD
Lecturer Above the Bar in Marketing
E: sheila.malone@nuigalway.ie
View Profile

Requirements and Assessment

Key Facts

Entry Requirements

Normally a H2.1 degree (NFQ Level 8 or equivalent). However, candidates with a significantly high H2.2 honours degree and who have achieved a 2.1 average within a relevant Marketing specialism in a business degree, will also be considered. The programme is open to graduates of all disciplines. Applicants from a Non-Business/Marketing degree background, applying as a conversion programme, are required to successfully complete an online Principles of Marketing test, as specified by the Marketing Discipline, prior to commencement of studies. IELTS score of 6.5 or equivalent, if applicable.


Additional Requirements

Duration

1 year, full-time
2 years, part-time

Next start date

September 2023

A Level Grades ()

Average intake

25–30 (some shared modules)

QQI/FET FETAC Entry Routes

Closing Date

Please refer to the offer rounds/closing date webpage.

NFQ level

9

Mode of study

ECTS weighting

90

Award

CAO

Course code

MSC-MKM

Course Outline

The programme is offered on a full-time basis over one year or part-time over two years. Students who take this programme part-time, attend lectures with the full-time students on average two days per week. 

Year 1:  Mondays & Tuesdays

Year 2:  Wednesdays & Thursdays

A range of assessment methods are used, including essays, projects, reports, presentations, case studies and and/or written examinations. To be eligible for the award of Masters, candidates must successfully complete modules to a total of 90 ECTS. Students are required to take obligatory subjects and, after semester 2 exams, attend a week long Summer School and complete an Applied Marketing Project. For the part-time programme these modules are taught over two academic years with assessments at the end of each semester.  Students attend lectures on average two days a week. 

Summer School and Applied Marketing Project:

Summer School—an intensive one week course aiming to provide students with up-to-date skills on topical areas in marketing practice.

The Applied Marketing Project is a team-based consultancy undertaking. Students will take on the role of consultants and work directly with an assigned real live company to address a specific marketing problem and develop a research-based solution.

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

Credits
You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
Module
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Optional
A module you may choose to study.
Required
A module that you must study if you choose this course (or subject).
Semester
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK5148: Applied Marketing Project


12 months long | Credits: 20

The objective of this project is to challenge students to learn how to become experts on a nominated topic which reflects an emerging trend in the practice of Marketing. This is achieved by challenging students to increase their knowledge and develop applied skills in a nominated topic. They then use this knowledge and skills to develop and deliver a strategy that will bring value to their assigned company. The module has two components: (1) Marketing Marketing Event will comprise of an event that reflects a bridge between theory and practice which supports the applied project. The Applied Marketing Project will be a comprehensive assignment which aims to allow students to apply theories, models and tools studied during their MSc programme to real-life marketing challenges.
(Language of instruction: English)

Learning Outcomes
  1. Develop an appropriate research approach to a specific marketing problem.
  2. Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
  3. Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
  4. Critically evaluate the implications of findings from strategic and implementation perspectives.
  5. Work collaboratively as an effective member of a marketing team to complete a task according to a predetermined brief.
  6. Communicate ideas in a professional and succinct manner, both orally and in writing.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module MK5148: "Applied Marketing Project" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5146: Consumption & Society


Semester 1 | Credits: 5

This module will provide you with an understanding of the foundations of consumption and society. As part of this module, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary perspectives related to consumption and society. Specifically, you will be introduced to a range of themes that are prevalent in today’s consumerist society, as well as models and theories. Particularly emphasis will be paid to the application of these themes in practical contexts. We will also assess the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in today’s society.
(Language of instruction: English)

Learning Outcomes
  1. Demonstrate an understanding of the role of consumption in society.
  2. Understand customer behaviour and its many perspectives.
  3. Introduction to key themes that are relevant in today’s consumerist society.
  4. Identify the implications of consumption in society with consideration regarding future marketing activities and recommendations for appropriate marketing strategies and tactics to address grand challenges we currently face.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module MK5146: "Consumption & Society" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5139: Social Media Marketing Theory


Semester 1 | Credits: 5

The objective of this module is to build upon marketing principles and investigate where the internet and other technologies provide opportunities for applications in marketing and business. The module provides an overview of the rapidly changing world of business and technology by addressing what is unique about digital marketing. It explores how these technologies are creating value for customers, as well as the benefits for companies, their products and brands.
(Language of instruction: English)

Learning Outcomes
  1. Illustrate how digital marketing integrates with organisational aims.
  2. Recognise how digital marketing impacts organisations.
  3. Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
  4. Formulate a digital marketing plan for a particular organisation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (50%)
  • Continuous Assessment (50%)
Module Director
Lecturers / Tutors
Reading List
  1. "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
    ISBN: 9780415533379.
    Publisher: Routledge
  2. "Internet Marketing: Strategy, Implementation and Practice" by Chaffey D., Ellis-Chadwick, F., Mayer, R. & Johnson, K.
    Publisher: Hawlow, England: Prentice Hall/Financial Times/Pearson Education
  3. "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
    Publisher: Cengage Learning
  4. "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
    Publisher: Routledge
  5. "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
    Publisher: Kogan Page
  6. "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
    Publisher: Cengage Learning
  7. "Take Your iPad to Work" by Proffitt, B.
    Publisher: Cengage Learning
  8. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
  9. "E-Business" by Schneider, G.P.
    Publisher: Course Technology, Cengage Learning; Kogan Page
  10. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    Publisher: Palgrave Macmillan
The above information outlines module MK5139: "Social Media Marketing Theory" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required MK5138: Strategic Marketing


Semester 1 | Credits: 10

Strategic decision-making can have a long-term impact on the organisation. The objective of the course is to prepare the student for making critical Strategic Marketing decisions in an environment that is becoming ever more complex and fast changing. The course will allow students develop skills in dealing with Strategic Marketing problems, and to formulate a framework for developing Strategic Marketing plans.
(Language of instruction: English)

Learning Outcomes
  1. Understand the nature and purpose of the Strategic Marketing Planning process.
  2. Distinguish between corporate, business and marketing strategy.
  3. Demonstrate the necessity for an organisation to identify key assets and competencies upon which a strategic position can be built.
  4. Critically assess the role of competitive advantage and competitor analysis for the development of effective marketing strategies.
  5. Appraise the relevance of effective segmentation, targeting and positioning to marketing strategy.
  6. Evaluate how an integrated marketing mix is essential to achievement of strategic marketing objectives.
  7. Formulate a marketing strategy on the basis of environmental opportunities and threats and the organisation's available resources.
  8. Appraise the importance of sustainability and responsibility in marketing strategy.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
The above information outlines module MK5138: "Strategic Marketing" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5133: Marketing Performance & Productivity


Semester 1 | Credits: 5

This module will introduce students to the area of measuring marketing performance and productivity. Specifically, the module will introduce students to the practices and models used to measure the organisations marketing performance relative to its overall business goals and the creation of shareholder value. The objective of the module is to ensure that students, as a senior marketing practitioner, will have the skills and knowledge necessary to prove how marketing contributes to financial performance; how marketing contributes to overall company profits and where the organisation should concentrate its marketing investment in order to achieve the greatest possible return for the organisation.
(Language of instruction: English)

Learning Outcomes
  1. Be able to measure the efficacy of the marketing activities within the organisation.
  2. Understand the key financial tools available to the professional marketer for the purpose of analysing the performance and productivity of the Marketing function.
  3. Be aware of marketing mix modelling for the purpose of measuring marketing performance and productivity.
  4. Be familiar with the concept of the marketing dashboard, its purpose and the value of the marketing dashboard for the organisation.
  5. Be able to create an outcome driven and strategically integrated marketing budget.
  6. Understand the importance of culture in the context of establishing a Marketing Performance Measurement ethos within your organisation and be able to overcome any cultural impediments blocking the establishment of Marketing Performance Measurement practices in your organisation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing Calculator: Mesauring and Managing Return on Marketing Investment" by Powell, G.R.
    Publisher: John Wiley & Sons.
  2. "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Farris, P.W.; Bendle, N.T.; Pfeiffer, P.E., & Reibstein, D.J.
    Publisher: Pearson, New Jersey publishing as Prentice Hall
  3. "Marketing ROI: The Path to Campaign, Customer & Corporate Profitability" by Lenskold, J.D.
    Publisher: McGrath Hill
  4. "Marketing Accountability: A New Model to Measure Marketing Effectiveness" by McDonald, M. & Mouncey, P.
    Publisher: Kogan Page
  5. "Marketing and the Bottom Line" by Ambler, T.
    Publisher: Pearson Education Ltd.
The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK563: Research Methods


Semester 1 | Credits: 5

The aim of this module is to achieve a solid theoretical understanding of the what, how, where, when and why of Research and to critically reflect upon and apply the various concepts and techniques in a business context. This module details the process of conducting research from the initial stages of conceptualising a research question to constructing the research design, choosing particular methodologies and methods and analysing the data collected. Independent thinking and reflection is encouraged with respect to the key issues researchers face, including ethical practice.
(Language of instruction: English)

Learning Outcomes
  1. Develop a comprehensive understanding of the nature and function of research theory and practice.
  2. Recognise the conceptual and methodological issues that underlie the various stages of the research process.
  3. Illustrate an in-depth knowledge of the tools ad techniques of research.
  4. Formulate a research report for a particular organisation.
  5. Access secondary sources of data and materials through the library databases.
  6. Complete qualitative and quantitative research.
  7. Present, verbally and in written form, their research.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
    ISBN: 9781292016627.
    Publisher: Prentice Hall
The above information outlines module MK563: "Research Methods" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5117: Services Marketing


Semester 1 | Credits: 5

This course builds on the student's understanding of services at undergraduate level. It also introduces issues which influence the evolution of services both academically and in practice. The course is built around the GAPs model of service performance, and addresses recent developments in the services literature such as S-D Logic and the front line employee as the service brand.
(Language of instruction: English)

Learning Outcomes
  1. A comprehensive understanding of services marketing theory.
  2. Further understanding of the Gaps model as a conceptual framework.
  3. A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
  4. An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
  5. An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
    ISBN: 978077107956.
    Publisher: McGraw Hill
  2. "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
    ISBN: 9780618641802.
    Publisher: Houghton Mifflin
  3. "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
    ISBN: 0750659807.
    Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.
The above information outlines module MK5117: "Services Marketing" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5140: Cases in Marketing Management & Strategy


Semester 2 | Credits: 10

Decision making in marketing is primarily a skill, and like all skills it is best learned through practice. The course will discuss how companies become market driven and guide their strategies based on a shared understanding of markets and competition. Each case will offer a challenging marketplace situation for learning and applying marketing strategy concepts through class discussion and case analysis of selected Irish, European and U.S. companies. Case presentations will also be required.
(Language of instruction: English)

Learning Outcomes
  1. Critically appraise the role of marketing in relation to the overall strategic goals of organisations.
  2. Apply frameworks and concepts to case-based problems and recommend solutions.
  3. Evaluate the complexities of marketing opportunities and threats and other environmental issues facing firms.
  4. Critically assess marketing strategies implemented by various organisations.
  5. Make strategic and tactical choices in terms of target segments and market offerings.
  6. Deliver persuasive and effective presentations.
  7. Analyse the role of ethics and sustainability and responsibility in marketing strategy.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
The above information outlines module MK5140: "Cases in Marketing Management & Strategy" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5136: Digital Sales Management


Semester 2 | Credits: 5

Digital Sales Management examines why embracing the social web is vital and how managing selling activities changes in a digital environment. This module examines the key issues in digital sales management from both a theoretical and practical perspective. Sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital campaigns. In digital sales, the selling function is carried out by many front of house services staff that need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert leads into sales. Digital Sales Management outlines the new strategies required to make the most of the digital sales opportunities that exist. It provides the practical advice, sales and marketing professionals need to harness technology for better selling.
(Language of instruction: English)

Learning Outcomes
  1. Explain how a sales concept reflects and aids the marketing goals of an organisation.
  2. Understand how traditional sales organisation structure is undergoing a significant revolution.
  3. Recognise the strategic role digital performs in selling.
  4. Evaluate the role of a developed customer strategy and how to create one.
  5. Ability to explain the stages of a sales and how to achieve results.
  6. Ability to identify ethical and legal considerations in sales.
  7. The capacity to identify and explain key methods for managing a sales team.
  8. Develop a practical and efficient sales presentation, encompassing the complete sales cycle.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Sales Force Management" by Johnson, Mark, W. & Greg, W.
  2. "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
    Publisher: Kogan Page
  3. "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
    Publisher: Que
  4. "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
  5. "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
    Publisher: Wiley
  6. "Fundamentals of Selling" by Futrell, Charles, M.
    Publisher: McGraw HIll International
The above information outlines module MK5136: "Digital Sales Management" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK5116: Negotiations


Semester 2 | Credits: 5

Negotiation is a dialogue to discover common ground among parties with differing aims, needs and perspectives in order to achieve a solution.
(Language of instruction: English)

Learning Outcomes
  1. Comparing distributive and integrative negotiations, as well as identifying the sub-processes of negotiations.
  2. Distinguishing between interests and positions, as well as outlining the elements of principled negotiations.
  3. Applying active listening techniques and investigating the joint outcome space through BATNA, ZOPA and anchoring.
  4. Exploring the agent-client dynamics in negotiations and crafting solutions via standards and persuasion.
  5. Managing hardball tactics and non-engagement, as well as identifying ethical issues in negotiations
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (66%)
  • Department-based Assessment (34%)
Module Director
Lecturers / Tutors
Reading List
  1. "Getting to Yes: Negotiating Agreement Without Giving In" by Fisher, R. & Ury, W.
    ISBN: 978184794093.
  2. "Difficult Conversations: How to Discuss What Matters Most" by Stone, D., Patton, B. & Heen, S.
    ISBN: 978067092134.
The above information outlines module MK5116: "Negotiations " and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK566: Strategic Brand Management


Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes
  1. An understanding of the consumer based brand equity concept.
  2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. An insight into the contribution of marketing programmes to brand equity.
  4. A greater awareness of the relationship between marketing communications and brand building.
  5. An ability to recommend an appropriate research method to capture customer mindset.
  6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
  7. An insight into contemporary issues in branding theory.
  8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
  2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
    Publisher: Butterworth Heinemann
  3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
    Publisher: Routledge
  4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
    Publisher: Kogan Page
  5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
    Publisher: Oxford University Press
The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Required MK5104: Marketing Analytics


Semester 2 | Credits: 5

This module will introduce students to the major components of marketing and sales analytics. Using current analytical tools and techniques, students will learn how to generate analytics to support data-driven decisions in such areas as marketing insights, competitive analysis, strategy, price, sales and promotions. Students will also learn how to synthesise the findings across these marketing areas and create an informed interpretation of actionable results and data-driven recommendations.
(Language of instruction: English)

Learning Outcomes
  1. Have the ability to apply marketing analytics driving multiple phases of the marketing campaign.
  2. Understand the three concepts of marketing intelligence; actionable analytics, context ad presentation.
  3. Select the appropriate analytical and statistical tools to provide timely, accurate, actionable analysis.
  4. As a consumer of analytics, have the ability to interpret results from other sources (i.e. internal and external analytical reports) and convert information into actionable decisions.
  5. Understand marketing and analytical concepts and processes and be able to apply them to diverse marketing campaigns and programmes.
  6. Be able to create meaningful reports and presentations.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
    Publisher: Wiley & Sons
The above information outlines module MK5104: "Marketing Analytics" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5118: Social Marketing & Sustainability


Semester 2 | Credits: 5

Many if not all social marketing interventions proposed could be considered in terms of marketing systems today, i.e. focussing on generalised value exchange per se and the intricacies of understanding exchange from a social systems point of view. This module critically reflects upon nesting behaviour change within a social marketing systems perspective, to scale out and up social change for sustainability.
(Language of instruction: English)

Learning Outcomes
  1. Explain the role of Social Marketing for behaviour and social change.
  2. Critically differentiate between Social Marketing and other forms of marketing.
  3. Critically discuss the conceptual and methodological issues that underlie Social Marketing.
  4. Detail the more commonly used change theories in Social Marketing.
  5. Critically discuss three causal dynamics of an intervention; social mechanisms, strategic action fields and generalised value co-creation.
  6. Explain how, using social marketing, the state and non-profit organisations can take a deliberate and proactive role in the process of participatory problem-solving.
  7. Debate the pros, cons and ethics of capitalist-based societies with their consumption lifestyles.
  8. Critical understanding the social and institutional context of sustainable behaviour for policy and social innovation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
The above information outlines module MK5118: "Social Marketing & Sustainability" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Why Choose This Course?

Career Opportunities

Graduates have found employment in a wide variety of industry sectors with companies such as Johnson & Johnson, Accenture, Genesys, Electric Ireland, The Irish Times, Allied Irish Bank, Ernst & Young and Big Spaceship. 

 More Reasons to Choose this Course:

  • Summer School (one week) on topical areas in marketing practice.
  • Consultancy projects which provide realistic industry settings and experiences.
  • Team-building exercises.
  • Team building field trip (e.g. a day in Delphi resort https://www.delphiadventureresort.com/outdoor-activities/)
  • Training on 'Working in Groups'
  • Inter-Cultural Training
  • Extra curricular workshops (e.g., Excel Training, Writing Skills, Referencing).
  • Executive Masterclasses by Industry Experts in Global consumer and business companies; e.g. Google; OnePage CRM; Audi; Guinness; Nestle, Kerrygold; Aerogen; Heineken; Gamestop; & Amadeus.
  • Under special arrangements with the Marketing Institute of Ireland (MII), students can sit the MII Qualifier Exam, enabling them to become full members of the Marketing Institute and use the letters MMII Grad after their name, as well as being listed in the Marketing Institute’s Register of Qualified Marketers.
  • Fantastic partnerships with industry, companies such as:

Marketing Tag Cloud

 2018/2019 Class - Delphi Adventure Resort Team Building Day

0101 Delphi Team Marketing 2018

2019/2020 Class - Delphi Adventure Resort Team Building Day

0101 Delphi Team Marketing 2019

Delphi Adventure Centre Class of 2020

0101 Delphi Adventure Centre Class of 2020

Guest Speakers for MSC Marketing Management
Paula Clarke of Clarke Griffin Associates
Paula Clarke - Clarke Griffin Associates
Helen Mannion Head of Marketing at Revive Active‌

 Helen Mannion Head of Marketing at Revive Active

John Power, Managing Director and CEO of Aerogen‌
John Power, Managing Director and CEO of Aerogen
 

 

Who’s Suited to This Course

Learning Outcomes

Transferable Skills Employers Value

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€10,290 full-time; €5,205 part-time p.a. 2023/24

Fees: Tuition

€10,150 full-time; €5,100 part-time p.a. 2023/24

Fees: Student levy

€140 full-time; €105 part-time p.a. 2023/24

Fees: Non EU

€17,990 p.a. 2023/24


Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €4,000 towards your tuition (2023/24).  You will be liable for the remainder of the total fee.  An F5 grant is where SUSI will pay tuition up to a maximum of €6,270. SUSI will not cover the student levy of €140.

Postgraduate fee breakdown = Tuition (EU or NON EU) + Student levy as outlined above.

Note to non-EU students: learn about the 24-month Stayback Visa here. 

Find out More

Programme Director:
Dr Declan Flemming
T:  +353 91 492741
E: mscmarketing@universityofgalway.ie

Programme Administrator:
Mary Greaney, 
T: +353 91 492 546
E: mscmarketing@universityofgalway.ie

Quick Links

Meet our Students

Rachel

Rachel Margie Tirtanadi |   MSc Marketing Management Scholar 22-23

I studied and practiced Business and Corporate Law for years and even when I was doing so, there was always a Marketing element in everything that I had to do. From negotiations and contract drafting I noticed that I had to make a deal on an everyday basis. I had to sell and promote my services in order to keep any business running. When I started shifting to more Marketing roles, I got the chance and flexibility to be more creative and work around the loopholes. I wanted to take my career and experience internationally. I was fortunate enough to receive a postgraduate scholarship for my chosen course and the chance to be an International Student Ambassador for the University of Galway. I am very interested in pursuing this programme to better understand more roles in Marketing and how I could combine and get the best of both worlds from Law and Marketing because they can co-exist together. Studying at University of Galway gave me an excellent foundation in both the theory and practicalities of modern marketing, understanding digitalization, implementing marketing strategies and customer experience, as well as ensuring that I have a successful career conversion.
Patrick

Patrick Shiuan Hao |   MSc Marketing Management Scholar 22-23

After working at Eli Lilly as a medical specialist for a few years, I realised that marketing is the job I am genuinely interested in. The MSc in Marketing Management at the University of Galway enriched my fundamental knowledge of marketing and management skills which transitioned my career towards a marketing position with strategic thinking. The programme was challenging yet fulfilling for those seeking a substantial master's programme. The supportive environment and friendly culture at the University of Galway will accompany you on an enjoyable study journey.
Ganeshwaar

Ganeshwaar Ganesan Venkatesan |   MSc Marketing Management Scholar 22-23

Choosing to pursue an MSc in Marketing Management at University of Galway is a wise decision for several reasons. Firstly, the curriculum of the program is designed to provide students with a comprehensive understanding of the principles and practices of marketing management, which will be an asset in your future career. Additionally, the program offers opportunities for practical experience through case studies, and group projects. These opportunities will help you to apply the knowledge and skills you learn in the classroom to real-world situations and help you to stand out when applying for jobs. Another benefit of choosing this program is the reputation of the university. The University of Galway is known for providing quality education and having a strong reputation in the field of marketing. This will be beneficial when searching for job opportunities and could open doors to a variety of career paths after graduation
Marlene

Marlene Schlierf |   MSc Marketing Management Scholar 21-22

Studying MSc in Marketing Management at NUI Galway was one of the best decisions I made so far. The programme provides you with a deep understanding of marketing processes and trends in the context of a dynamic and globalized business environment. The quality of the teaching is exceptional. By completing various group assignments in different, exciting subjects, I was able to broaden my horizon. I would recommend the MSc in Marketing Management to anybody who is interested in marketing and wants to strengthen their marketing knowledge.

Meet our Graduates

John

John Concannon |   Director General - Global Ireland

A masters degree in Marketing at NUI Galway gave me an incredible advantage as I headed out into the competitive world of work. I had confidence in the depth of my knowledge and its application in a way that reflects the excellent teaching.
Fergal

Fergal Hynes |   Senior Negotiator, RE/MAX Ireland

The theory and guidance provided by lecturers throughout the MSc in Marketing helped me hone the skills and knowledge necessary to pursue a chosen career path to the Property sector. My roles attained in a marketing capacity subsequent to this Masters provided me with a wealth of experience I would later require to branch into the Property sector and become a Senior Sales Negotiator. I highly recommend this course.
Shauna

Shauna Stanley |   Recruitment Administrator at Cpl Healthcare

I would recommend the MSc in Marketing Management to anybody looking to specialise in marketing. The best thing about my course was the chance to learn so much about such a broad range of topics. I was able to challenge myself and push my learning to a new level and I would recommend NUI Galway as a place to study due to the friendly atmosphere on campus and the great lecturers who are willing to help."
Amy

Amy Hasenauer |   Associate Director at Answers in CME (AiCME)

The MSc in Marketing Management improved my overall ability to work with people from different parts of the world and different cultures and provided me with new perspectives and insights. I would recommend this course to others as I enjoyed the overall experience. I came here with no background in business or marketing. After completing the course, I feel I did learn a great deal about marketing that I will use in my future career."

AACSB - Global Accreditation

AACSB - Global Business Accreditation 2

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Downloads

  • International Prospectus 2016

    International Prospectus 2016 PDF (3.6 MB)

  • Postgraduate Prospectus 2023

    Postgraduate Prospectus 2023 PDF (20.6MB)

  • Business Postgraduate Programmes 2023

    Business Postgraduate Programmes 2023 PDF (4.7 MB)

  • Marketing Flyer

    Marketing Flyer PDF (16MB)