DUBLIN CITY UNIVERSITY BUSINESS SCHOOL
M.B.S. in Marketing
(PAC Code: DC509)
1 Year Full-Time Programme
Programme Overview
Today’s marketplace is one of economic uncertainty
and complexity. However, there are also opportunities
created by globalisation and the spread of information
technology. This one-year, intensive and varied programme
is aimed primarily at recent business graduates with
a focused commitment to a marketing career in this
challenging environment. It builds on DCU Business
School’s proven track record as a provider of innovative
and industry-near postgraduate qualifications.
Entry Requirements
n A Bachelor of Business Studies, Bachelor of Commerce,
or equivalent business degree, at second class honours
grade or higher, with a significant specialism in marketing.
or
n Professional qualifications in marketing and significant
relevant professional experience (Graduateship
of MII or CIM). Outstanding graduates from
non-business disciplines are also eligible to apply.
If there are more qualified applicants for the programme
than places available, applicants will be ranked by prior
academic achievement and work experience. Those who
have not received their undergraduate degree results by
the closing date may be made conditional offers.
Aims and Objectives
The aim of this programme is to equip you with the
knowledge, competencies and expertise to function as a
successful, accountable and global marketing manager.
The course also puts strong emphasis on your personal
and professional development. Projects, assignments and
delivery modes are tailored to refine your presentational,
team-working and technological competencies.
Programme Structure
The programme is delivered on a modular basis over two
semesters. It contains eight core compulsory modules.
Within most core modules there is a strong focus on
strategic and analytic approaches to marketing. You will
also be able to select a number of specialist modules from
M.B.S. in Marketing 1 Year Full-Time Programme
a wide range of optional subjects. These are designed to
give you flexibility and allow you to tailor your studies to
your future career plans and academic strengths.
Following completion of the taught element of the programme
students work either on a major group practicum or an
individual dissertation. The group practicum entails working
with a client organisation to solve a real-world problem or to
exploit a real-world opportunity. This may involve identifying
the commercial opportunity, researching the market, or
developing a marketing campaign.
During the course you will be exposed to a variety of teaching
and learning methods that may include: case studies, industry
consulting projects, presentations and group project work.
Students on this programme have also benefited from meeting
with and hearing visiting marketing faculty from top-tier
US and UK business schools such as Harvard, Oxford, York,
Northwestern, and George Washington. As a Masters level
student, you will also be expected to engage in independent
private study and research.
Next Generation Management
The M.B.S. in Marketing is part of DCU Business School’s Next
Generation Management initiative. Starting with a weeklong
immersion course, this initiative provides students with a unique
and flexible learning opportunity to develop the competencies
required for successful management careers and to contribute
to business success. Particular emphasis is placed on reflective
and critical thinking, collaborating with people, creating and
sharing knowledge and dealing with complexity. The module
is structured around the major personal, organisational and
contextual challenges in modern management and focuses on
four key themes: personal and career development; leadership,
teamwork and corporate accountability; global and societal
awareness; and research, media and communication.
Programme Content
n Immersion Week
n Next Generation Management
n Applied Marketing
n Brand Management
n Services and Tourism Marketing
n Market Research and Advanced Marketing Metrics
n Marketing Communications
n The Changing Consumer
“The M.B.S. in Marketing equipped me with the knowledge,
analytical skills and confidence needed to successfully embrace
a challenging marketing role. The opportunity to spend Spring
Semester at the University of Illinois at Urbana Champaign
provided me with unique cultural and educational insights
and deepened my educational experience”.
Niamh O’Grady, M.B.S. in Marketing, 2008
and Marketing Management Trainee,
Unilever Graduate Leadership Programme
n Strategic Marketing Management
n Group Practicum or Dissertation
In semester 2, students follow either a Digital Marketer
or Marketing Generalist specialism. Among the optional
modules available to students across these two streams are:
Next Generation Marketing, Strategic Thinking in the
Information Age, Global Marketing, Services and Tourism,
Marketing and Society, Managing and Marketing Sport,
and Language. A full breakdown of optional modules offered
is available at www.dcu.ie/dc509
Additional Features
DCU Business School has an exchange agreement with
the University of Illinois at Urbana-Champaign, south of
Chicago. This exchange allows up to three students from the
M.B.S. in Marketing to spend their Spring semester studying
at what Forbes Magazine has rated the number one
advertising university department in the USA.
For full details of this programme, including a video
featuring students and industry partners, visit the
programme microsite www.dcu.ie/marketingmasters
Career Opportunities
Graduates from this well-established M.B.S. now occupy
rewarding and challenging marketing positions in public,
private, profit and non-profit sectors both in Ireland and
abroad. By way of example, recent graduates have secured
positions as market research executive with Lansdowne
Research, marketing manager with Caledonian Life,
marketing manager with Procter and Gamble, marketing
executive with Hewlett Packard, and buyer, Smyth’s Toys.
Chairperson of the Programme
Michael Gannon, B.Comm., M.B.S., H.Dip.Ed., Ph.D., M.M.I.I.
Contact Details
Enquiries should be directed to the DCUBS School Office at:
+353 (0)1 700 5265 or email: dcubs@dcu.ie
View full programme details, including fees and closing
dates for application, at www.dcu.ie/dcubs
To apply for a postgraduate taught programme,
visit the Postgraduate Applications Centre (PAC) at
www.pac.ie to complete an online application.
“The focus on real world scenarios, developing business cases,
analysing data and presenting findings, are all skills I apply to
my job on a daily basis. This is an excellent course that certainly
has impacted on my career extremely positively, and one that
I would recommend to anyone with gusto.”
Joe Charles, M.B.S. in Marketing, 1999
Marketing Manager, Caledonian Life