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Courses
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About University of Galway
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Marketing Management (MSc)
MSc (Marketing Management)
College of Business, Public Policy & Law, J.E. Cairnes School of Business & Economics- Title of Award
- Master of Science
- Course Code
- MSC-MKM
- Average Intake
- 35
- Delivery
- On Campus
- NFQ
- Level 9
- Next Intake
- September 2025
- Duration
- 1 year, full-time I 2 years, part-time
- ECTS Weighting
- 90
Why Choose This Course?
Course Information
Who is this course for?
This programme is designed for graduates from any discipline who want to build a career in marketing. Whether your background is in business, the arts, science, or another field, this course provides the strategic, creative, and analytical foundations needed to succeed in the marketing profession.
It’s also ideal for early-career professionals looking to pivot into marketing or enhance their current role with deeper marketing expertise. If you're seeking a strong, versatile qualification to launch or accelerate your marketing career across industries, this programme is for you.
What will I study?
The MSc in Marketing Management is a comprehensive, one-year programme that prepares students to become strategic, creative, and analytical marketing professionals. Delivered from September to August, the programme blends academic excellence with practical learning, real-company projects, and industry insight.
The programme includes:
- A wide range of core modules covering key areas of marketing
- A live consultancy project with an external organisation
- Case-based learning, presentations, and hands-on assignments
Throughout the year, students develop expertise in:
- Strategic marketing, brand management, and consumer behaviour
- Marketing performance measurement and analytics
- Services marketing, partnership marketing, and digital sales
- Market research and decision-making
- Negotiation, communication, and presentation skills
- Social media marketing theory and marketing in society
Students benefit from teaching informed by cutting-edge research, supported by experienced academic staff and visiting industry professionals. The learning experience is practical, collaborative, and designed to reflect the evolving challenges faced by modern marketing leaders.
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)
RequiredMK5148: Applied Marketing Project
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 and/or company of their choice. 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
- Develop an appropriate research approach to a specific marketing problem.
- Use both academic and industry literature to gain an in-depth understanding of a nominated Marketing topic.
- Develop strategic and innovative marketing ideas using SMART primary and secondary objectives.
- Critically evaluate the implications of findings from strategic and implementation perspectives.
- Communicate ideas in a professional and succinct manner, both orally and in writing.
Assessments
- Continuous Assessment (100%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5148: "Applied Marketing Project" and is valid from 2023 onwards.Note: Module offerings and details may be subject to change.
RequiredMK5146: Consumption & Society
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
- Demonstrate an understanding of the role of consumption in society.
- Understand customer behaviour and its many perspectives.
- Introduction to key themes that are relevant in today’s consumerist society.
- 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
- Continuous Assessment (100%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5146: "Consumption & Society" and is valid from 2022 onwards.Note: Module offerings and details may be subject to change.
RequiredMK5139: Social Media Marketing Theory
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
- Illustrate how digital marketing integrates with organisational aims.
- Recognise how digital marketing impacts organisations.
- Assess critically organisations' digital marketing efforts according to international standards of 'best practice'.
- Formulate a digital marketing plan for a particular organisation.
Assessments
- Written Assessment (50%)
- Continuous Assessment (50%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Emarketing Excellence: Planning & Optimizing Your Digital Marketing" by Dave Chaffey,P. R. Smith,Paul Russell Smith
ISBN: 9780415533379.
Publisher: Routledge - "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 - "Increase Your Web Traffic in a Weekend" by Ford Jr., J.L. and Stanek, W.R.
Publisher: Cengage Learning - "Digital Marketing: Integrating Strategy & Tactics with Values" by Kaufman, I & Horton, C.
Publisher: Routledge - "Sticky Marketing: Why Everything in Marketing has changed and what to do about it" by Leboff, G.
Publisher: Kogan Page - "The Social Media Business Equation: Using Online Connections to grow Your Bottom Line" by Orsburn, E.M.
Publisher: Cengage Learning - "Take Your iPad to Work" by Proffitt, B.
Publisher: Cengage Learning - "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation" by Ryan, D. & Jones, C.
- "E-Business" by Schneider, G.P.
Publisher: Course Technology, Cengage Learning; Kogan Page - "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
Publisher: Palgrave Macmillan
Note: Module offerings and details may be subject to change.
RequiredMK5138: Strategic Marketing
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
- Explain the nature and purpose of the Strategic Marketing Planning within overall business and corporate strategy.
- Apply rigorous situation analysis to matching the resource capabilities of the Organisation with the demands of the market environment.
- Develop competitive advantage through effective Segmentation, Targeting and Positioning supported with integrated marketing mix strategies.
- Recognise that Implementation & Control are key determinants in the success or failure of any strategic activity.
- Appraise marketing, business, public policy and societal problems within a global context through critical thinking, problem-solving, innovation, and collaboration.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5138: "Strategic Marketing" and is valid from 2024 onwards.Note: Module offerings and details may be subject to change.
RequiredMK5133: Marketing Performance & Productivity
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
- Critically analyze the challenges associated with attributing marketing activities and expenditures to organizational performance.
- Assess marketing performance by analyzing the impact of investments and budgets on key metrics including marketing ROI, customer and brand equity, and organizational growth.
- Identify and apply the most appropriate marketing performance indicators for specific business scenarios.
- Accurately measure the ROI of various marketing channels and campaigns.
- Develop a comprehensive marketing performance & productivity metrics system.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5133: "Marketing Performance & Productivity" and is valid from 2024 onwards.Note: Module offerings and details may be subject to change.
RequiredMK563: Research Methods
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
- Develop a comprehensive understanding of the nature and function of research theory and practice.
- Recognise the conceptual and methodological issues that underlie the various stages of the research process.
- Illustrate an in-depth knowledge of the tools ad techniques of research.
- Formulate a research report for a particular organisation.
- Access secondary sources of data and materials through the library databases.
- Complete qualitative and quantitative research.
- Present, verbally and in written form, their research.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Research Methods for Business Students" by Mark Saunders, Philip Lewis & Adrian Thornhill
ISBN: 9781292016627.
Publisher: Prentice Hall
Note: Module offerings and details may be subject to change.
RequiredMK5117: Services Marketing
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
- A comprehensive understanding of services marketing theory.
- Further understanding of the Gaps model as a conceptual framework.
- A greater understanding of the relevance and role of both the employee and the customer n the service encounter.
- An insight into literature searches and reviews, and a full understanding of accessing material through the library databases.
- An understanding of the requirements of writing and referencing a report for assessment, and presenting key points in a concise way.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Services Marketing: Integrating Customer Focus Across The Firm" by Wilson, A., Zeithaml, V.A., Bitner, M.J. & Gremler, D.
ISBN: 978077107956.
Publisher: McGraw Hill - "Interactive Services Marketing" by Raymond P. Fisk, Stephen J. Grove, Joby John
ISBN: 9780618641802.
Publisher: Houghton Mifflin - "Creating powerful brands" by Leslie De Chernatony and Malcolm McDonald
ISBN: 0750659807.
Publisher: Oxford ; Elsevier/Butterworth-Heinemann, 2003.
Note: Module offerings and details may be subject to change.
RequiredMK5158: Partnership Marketing
MK5158: Partnership Marketing
Semester 2 | Credits: 5
As businesses respond to societies grandest challenges such as climate change, more so then ever leaders require the skills to adapt to an ever-evolving landscape. Stakeholder engagement, network development and partnership relationships are playing an important strategic role in planning and marketing leadership.
The aim of this module is twofold a) to explore the role of stakeholder engagement and partnership development as an approach to create competitive advantage. b) to demonstrate the evidence-based stakeholder and partnership processes available to support problem solving in an ever evolving business environment.
(Language of instruction: English)
Learning Outcomes
- Define and differentiate between stakeholders and partnership relationships, their role and function when addressing business problems.
- Critically assess the process of transitioning from stakeholder engagement activities to impactful partnership approaches across sectors and networks.
- Using real life examples, conduct a systematic stakeholder, gap analysis and partnership audit, identifying and evaluating the relevant direct and indirect stakeholder, partnership and network activities.
- Appraise the impact of partnership strategies on different stakeholder groups and the implications for engaging these groups in collective action.
- Demonstrate the requirements of writing and referencing a professional stakeholder engagement and partnership strategy for a particular organisation.
Assessments
- Written Assessment (50%)
- Continuous Assessment (50%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5158: "Partnership Marketing" and is valid from 2024 onwards.Note: Module offerings and details may be subject to change.
RequiredMK5140: Cases in Marketing Management & Strategy
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
- Demonstrate the role of marketing in relation to the overall strategic goals of organisations.
- Apply marketing theories, concepts, models and frameworks to marketing and industry and organisational scenarios.
- Assess the complexities of marketing opportunities and threats and other environmental issues facing organisations.
- Critically evaluate marketing strategies and their implementation.
- Deliver professional and persuasive written and/or oral presentations.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
The above information outlines module MK5140: "Cases in Marketing Management & Strategy" and is valid from 2024 onwards.Note: Module offerings and details may be subject to change.
RequiredMK5136: Digital Sales Management
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
- Recognise the importance of focus in business and ‘nailing a niche’.
- Develop an understanding of the business impact and importance of Sales & Marketing working together.
- Analyse how the traditional Sales Organisation structure is undergoing a significant revolution.
- Evaluate the stages of Sales & Marketing funnels and how to manage pipelines to achieve results.
- Assess the importance of reviewing the customer experience and evaluate the role of a developed customer strategy.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Sales Force Management" by Johnson, Mark, W. & Greg, W.
- "Digital Selling: How To Use Social Media & The Web To Generate Leads And Sell More." by Leboff, Grant
Publisher: Kogan Page - "The Invisible Sale: How To Build A Digitally Powered Marketing & Sales System To Better Prospect, Qualify and Close Leads." by Martin, Tom
Publisher: Que - "Sales Management" by Honeycutt, John, F., Earl, D. & Erffmeyer, Robert, C.
- "Sales Management - Concepts & Cases" by Cron, William, L. & Decarlo, Thomas, E.
Publisher: Wiley - "Fundamentals of Selling" by Futrell, Charles, M.
Publisher: McGraw HIll International
Note: Module offerings and details may be subject to change.
RequiredMK5116: Negotiations
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
- Comparing distributive and integrative negotiations, as well as identifying the sub-processes of negotiations.
- Distinguishing between interests and positions, as well as outlining the elements of principled negotiations.
- Applying active listening techniques and investigating the joint outcome space through BATNA, ZOPA and anchoring.
- Exploring the agent-client dynamics in negotiations and crafting solutions via standards and persuasion.
- Managing hardball tactics and non-engagement, as well as identifying ethical issues in negotiations
Assessments
- Continuous Assessment (66%)
- Department-based Assessment (34%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Getting to Yes: Negotiating Agreement Without Giving In" by Fisher, R. & Ury, W.
ISBN: 978184794093. - "Difficult Conversations: How to Discuss What Matters Most" by Stone, D., Patton, B. & Heen, S.
ISBN: 978067092134.
Note: Module offerings and details may be subject to change.
RequiredMK566: Strategic Brand Management
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
- Develop an understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
- Recognise the contribution of marketing programmes to brand equity.
- Critically assess the relationship between marketing communications and brand building.
- Formulate brand strategies and learn how to leverage strong brands over time.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
- "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
Publisher: Butterworth Heinemann - "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
Publisher: Routledge - "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
Publisher: Kogan Page - "Creating Value: the theory and practice of marketing semiotics research" by Oswald
Publisher: Oxford University Press
Note: Module offerings and details may be subject to change.
RequiredMK5104: Marketing Analytics
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
- Critically assess the challenges of cultivating a data-driven organization.
- Evaluate diverse marketing data types, marketing data collection methods, and data processing techniques.
- Apply the marketing analytics process to generate insights, measure the effectiveness of marketing strategies, and maximize the ROI of marketing campaigns.
- Develop proficiency in data management, analysis, visualization, and storytelling.
- Utilize advanced marketing analysis methods to accurately forecast outcomes relevant to marketing campaigns.
Assessments
- Written Assessment (60%)
- Continuous Assessment (40%)
Teachers & Administrators
Click a name to search for their researcher profile. Note: Only teachers publish research profiles.
Reading List
- "Marketing Analytics: Data Driven Techniques with Microsoft Excel" by Winston, Wayne
Publisher: Wiley & Sons
Note: Module offerings and details may be subject to change.
OptionalEX010: Previous Yr Exemption
EX010: Previous Yr Exemption
Not applicable | Credits: 10
Assessments
Note: Module offerings and details may be subject to change.
OptionalEX005: Previous Yr Exemption
EX005: Previous Yr Exemption
Not applicable | Credits: 5
Assessments
Note: Module offerings and details may be subject to change.
OptionalEX015: Previous Yr Exemption
EX015: Previous Yr Exemption
Not applicable | Credits: 15
Assessments
Note: Module offerings and details may be subject to change.
OptionalEX020: Previous Yr Exemption
EX020: Previous Yr Exemption
Not applicable | Credits: 20
Assessments
Note: Module offerings and details may be subject to change.
OptionalEX030: Previous Yr Exemption
EX030: Previous Yr Exemption
Unknown | Credits: 30
Assessments
Note: Module offerings and details may be subject to change.
The MSc in Marketing Management goes far beyond traditional classroom learning. It offers a distinctive and immersive experience that blends academic excellence with industry engagement, personal development, and professional recognition. Here’s what sets it apart:
Immersive Marketing Event Week
A dedicated week focused on emerging and topical issues in marketing. Engage with expert panels, tackle live brand challenges, compete in case competitions, and network with industry professionals - developing insights that go beyond the classroom.
Live Industry Consultancy Projects
Apply your learning to real-world challenges by working directly with client organisations. These hands-on projects provide tangible experience, strengthen your CV, and boost your confidence in professional settings.
Team-Building & Leadership Development
Enhance your collaboration and leadership skills through structured team-building exercises, including a field trip experience. You’ll also receive tailored training on effective teamwork - essential for success in today’s dynamic workplace.
Extra-Curricular Skills Workshops
Gain a competitive edge through practical workshops focused on in-demand skills. Previous sessions have included Excel for marketing analytics, academic writing for business, and tools for effective referencing and research.
Executive Masterclasses with Global Brands
Learn directly from senior professionals representing world-renowned companies such as Google, Guinness, Nestlé, Audi, Heineken, Diligent, Aerogen, GameStop, Amadeus, Kerrygold, and OnePageCRM. These masterclasses provide valuable insight into brand strategy, global marketing trends, and inspiring career journeys.
Industry Engagement & Applied Learning
The programme is deeply connected to industry, offering a variety of applied learning and networking opportunities. Activities have included team-building days at Wildlands, site visits to leading companies like Aerogen, and a series of Digital Sales Management Masterclasses with Diligent. The Career Inspiration Event has welcomed speakers such as Sagar Arora (Sidekick Media), Fiachra Mulkerrins (The Marketing Department), Laura Lane (HubSpot), and Brían Murphy (Magnitu). Additional guest speakers have included Paula Clarke (Clarke Griffin Associates), Helen Mannion (Revive Active), and John Power (Aerogen).
Professional Qualification Opportunity
Students have the opportunity to sit the Marketing Institute of Ireland (MII) Qualifier Exam during the programme. Successful candidates gain the respected MMII Grad designation, full MII membership, and a place on the official Register of Qualified Marketers.
Strong Industry Connections
Leverage our extensive network of corporate partners. From career talks and mentorship to live projects and recruitment opportunities, you’ll graduate with more than just a qualification - you’ll gain a foothold in the marketing profession.
This programme is designed to make you career-ready. Through a live consultancy project, you’ll work with real Irish businesses, solving actual marketing challenges and gaining valuable experience you can talk about in interviews from day one. It’s hands-on, practical, and a direct route to learning how marketing works in the real world.
You’ll also connect with some of Ireland’s most dynamic marketing teams through guest masterclasses and industry events. Past speakers have come from leading companies like Google, Heineken, Guinness, Nestlé, Kerrygold, Aerogen, Diligent, OnePageCRM, and Audi - giving you an inside look at how major brands shape their marketing strategies in both Irish and global contexts.
Ireland’s marketing landscape is fast-evolving, with strong growth in sectors like tech, media, FMCG, health, finance, and sustainability. Our graduates are thriving in roles across this landscape, working with employers such as Johnson & Johnson, Electric Ireland, The Irish Times, AIB, EY, Genesys, Accenture, and award-winning creative agencies like Big Spaceship.
As part of the programme, you can also take the Marketing Institute of Ireland (MII) Qualifier Exam, giving you the chance to earn professional membership and use the MMII Grad title - an asset that signals credibility and connects you to a powerful marketing network in Ireland.
On top of all that, you’ll take part in career development workshops, Excel training, and team-building experiences, helping you grow not just as a marketer, but as a confident professional ready to step into any marketing role.
Whether you see yourself in a brand team, agency, consultancy, or start-up, this programme equips you to make an immediate impact in the Irish marketing world - and wherever your career takes you next.
Students have the opportunity to sit the Marketing Institute of Ireland (MII) Qualifier Exam, gaining the prestigious MMII Grad designation and full professional membership. This recognition enhances your CV and signals to employers that you meet a nationally recognised standard of marketing competence.
How will I learn?
The MSc in Marketing Management blends academic theory with practical, career-focused learning. You’ll engage in lectures, workshops, case studies, group projects, and guest sessions led by industry experts - ensuring you apply what you learn to real-world marketing challenges.
Assessment is varied and includes written assignments, presentations, marketing campaign planning, group work, and formal examinations. This balanced approach allows you to demonstrate creativity, strategic thinking, and analytical ability across multiple formats.
A standout feature is the Applied Marketing Project, where you'll work with a real company to solve a live marketing challenge - an ideal opportunity to build experience and showcase your skills.
You’ll also develop and pitch full marketing campaigns, strengthening your ability to think strategically, manage deadlines, and communicate ideas clearly. Supported by expert faculty and industry mentors, you'll graduate ready to make an immediate impact in the marketing profession.
Programme Director:
Dr Declan Flemming
Programme Administrator:
Ms. Róisín Gavin
E: mscmarketing@universityofgalway.ie
The MSc in Marketing Management equips you with a powerful set of transferable skills that go far beyond marketing - preparing you for leadership, collaboration, and decision-making in any professional setting.
Throughout the programme, you will develop:
- Strategic Thinking - Learn to analyse complex situations, evaluate options, and make informed, high-impact decisions.
- Communication Skills - Strengthen your ability to present ideas clearly and persuasively, both in writing and in person.
- Teamwork and Collaboration - Gain experience working in diverse groups, managing roles, and resolving conflict to deliver shared outcomes.
- Project Management - Plan, execute, and evaluate real-world marketing projects under time and resource constraints.
- Analytical and Research Skills - Collect, interpret, and apply data to solve problems and support decision-making.
- Creativity and Innovation - Design campaigns, generate ideas, and develop solutions in fast-moving, dynamic environments.
- Digital and Technical Literacy - Use marketing analytics tools, digital platforms, and presentation technologies with confidence.
These skills are highly valued across industries and will enhance your employability in marketing and beyond.
Accreditations & Awards
Meet our Employers
Entry Requirements and Fees
Minimum Entry Requirement
MSc (Marketing Practice) Personal Statement & CV Guidelines
Normally a second-class honours degree (NFQ Level 8 or equivalent) in any discipline.
OR
A primary degree with a minimum of three years relevant work experience will also be considered.
Academic entry requirements standardised per country are available here.
English Language Entry Requirements
For applicants whose first language is not English, an English language proficiency of IELTS score of 6.5 is required (with no less than 6.5 in Writing and no less than 6.0 in any other band) or equivalent.
More information on English language test equivalency are available here.
You can apply online to the University of Galway application portal here.
Please review the entry requirements set out in the section above.
You will be required to upload supporting documentation to your application electronically. See the section above on entry requirements for further information on the supporting documentation required for this course.
Closing Dates
For this programme, there is no specific closing date for receipt of applications. Applications will be accepted on a rolling basis and course quotes will be reviewed continuously throughout the application cycle.
Notes
- You will need an active email account to use the website and you'll be guided through the system, step by step, until you complete the online form.
- Browse the FAQ's section for further guidance.
Fees for Academic Year 2025/2026
Course Type | Year | EU Tuition | Student Contribution | Non-EU Tuition | Levy | Total Fee | Total EU Fee | Total Non-EU Fee |
---|---|---|---|---|---|---|---|---|
Masters Full Time | 1 | €11,500 | €20,500 | €140 | €11,640 | €20,640 | ||
Masters Part Time | 1 | €5,750 | €140 | €5,890 |
For 25/26 entrants, where the course duration is greater than 1 year, there is an inflationary increase approved of 3.4% per annum for continuing years fees.
Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €4,000 towards your tuition (2025/26). You will be liable for the remainder of the total fee. A P1 grant is where SUSI will pay tuition up to a maximum of €6,270. SUSI will not cover the student levy of €140.
Note to non-EU students: learn about the 24-month Stayback Visa here.
Postgraduate Excellence Scholarship
This scholarship is valued at €1,500 for EU students applying for full-time taught master's postgraduate courses. You will be eligible if:
- You have been accepted to a full-time taught master's course at University of Galway,
- You have attained a first class honours (or equivalent) in a Level 8 primary degree.
An application for the scholarship scheme is required (separate to the application for a place on the programme). The application portal for 2025 is now open and available here. Applications will close on the 30th September 2025. Full details available here.
Global Scholarships
University of Galway offers a range of merit-based scholarships to students from a number of countries outside of the EU. Visit here for schemes currently available.
Business Merit Scholarships
J.E. Cairnes School of Business and Economics is committed to attracting high calibre students from around the world. We are offering Merit Scholarships across all of our Taught Master's programmes. To be eligible candidates must have achieved a H1 (or international equivalent) in their primary degree and scholarships are offered on a competitive basis. All candidates who meet these criteria and have accepted a place on the programme are automatically considered for a scholarship. Scholarships are awarded up to 50% of the programme tuition fees. Click here to learn more.
Application Process
Students applying for full time postgraduate programmes from outside of the European Union (EU), You can apply online to the University of Galway application portal here.
Our application portal opens on the 1st October each year for each the following September.
Further Information
Please visit the postgraduate admissions webpage for further information on closing dates, documentation requirements, application fees and the application process.
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Your Gateway to Marketing Excellence
The MSc in Marketing Management prepares you for a successful career across diverse industries. Open to all backgrounds, it builds expertise in strategy, analytics, communication, and research. With real-world consultancy projects and industry engagement, you'll graduate ready to lead in today’s fast-paced marketing landscape.
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