Course Overview

100%This MSc has been specifically designed to provide recently qualified marketing graduates with professional marketing experience, while allowing Irish companies to develop and enhance their marketing capabilities. The Marketing Discipline at NUI Galway collaborates with Irish based companies to define job specifications for the marketing graduates. Participating companies come from a wide variety of industry sectors including: manufacturing, software, leisure, telecommunications and social & non-profit.

‌The MSc (Marketing Practice) is designed for business degree holders with a marketing specialisation, or those who hold a postgraduate qualification in business, with a marketing specialisation. The programme runs from September to July and during this time graduates are based predominately in their host company, while returning to the University to undertake selected courses and modules. Graduates are paid by their host company while on placement. Each year approximately 90% of participants have the opportunity to remain in their host companies on completion of the programme.

  • Graduates are paid by their host company while on placement;
  • The Postgraduate Director is available in person, by phone, and by email to provide ongoing mentoring and support to graduates throughout their placement. In-company visits are carried out to review and facilitate graduate progress and performance.



Applications and Selections

Applications are made online via The Postgraduate Applications Centre (PAC). Relevant PAC application code(s) above. As part of your application you must provide a two page Curriculum Vitae. It is strongly recommended that you follow the Personal Statement and CV Guidelines available here: MSc (Marketing Practice) Personal Statement & CV Guidelines

If you are called to interview as part of the application process, this document will be of use: MSc Marketing Practice_Interview Preparation

Who Teaches this Course

Requirements and Assessment

Key Facts

Entry Requirements

MSc (Marketing Practice) Personal Statement & CV Guidelines

Normally a Bachelor of Commerce or equivalent business degree, with a Second Class Honours or higher, and a significant specialisation in marketing. NQA1 Level 8 or equivalent. GPA 3.0 or equivalent. A requirement of accepting an offer of a place on this programme is that graduates are willing to be placed in a host company anywhere in the country.

Additional Requirements


1 year, full-time

Next start date

September 2018

A Level Grades ()

Average intake


Closing Date

Friday March 9th 2018

Next start date

September 2018

NFQ level

Mode of study


ECTS weighting



Postgraduate Course of the Year


PAC code


Course Outline

The programme runs from September to July. Graduates complete a three week induction programme prior to starting a 37-week paid work placement with their host company. During their placement typical tasks undertaken by the graduates include:

  • digital marketing management and implementation;
  • market research;
  • event management, particularly trade show planning and participation;
  • development of promotional material and advertising campaigns;
  • online marketing, including website maintenance, search engine optimisation and social media management;
  • database management and direct mail campaigns;
  • strategic marketing planning, including market segmentation

Ultimately, the precise nature of marketing activities undertaken will be determined by the nature of the host organisation and the industry context.

During placement graduates return to campus to complete the following six taught modules:

  • Digital Marketing Management
  • Inbound Marketing Strategy
  • Workplace Skills for Marketing Professionals
  • Marketing Communications Management
  • Marketing Consulting in Action
  • Marketing Research and Strategy

Students also work on an Applied Marketing Project from the beginning of their placement.

Modules for 2017-18

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

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.
A module you may choose to study.
A module that you must study if you choose this course (or subject).
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required MK582: Marketing Communications Management

Semester 1 | Credits: 5

Marketing Communications (Macroms) is central to marketing strategy. It is crucial in today's competitive marketplace to effectively manage and integrate marketing communications across diverse promotional tools and media. The objective of this module is to explore the strategic design, execution and evaluation of Integrated Marketing Communications.
(Language of instruction: English)

Learning Outcomes
  1. How to go about IMC strategy, planning and implementation.
  2. The importance of branding and why it is central to IMC strategy.
  3. How to keep up-to-date with IMC trends, particularly in relation to the Marcoms mix including collateral, advertising, public relations, selling & sales management, direct marketing, sponsorship, event management, packaging, merchandising and sales promotions.
  4. The importance of on-going market research to successful IMC strategy, planning and implementation.
  5. Ongoing analysis of all marcoms activities allows successful marketers to pivot quickly in response to opportunities as they arise.
  6. The importance of conducting a ‘Marcoms Audit’ as one of the first steps a Marketer undertakes on starting to work with a company.
  • Continuous Assessment (100%)
Reading List
  1. "Marketing Communications" by Smith, PR & Zook, Ze
    Publisher: Kogan Page
The above information outlines module MK582: "Marketing Communications Management" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5123: Applied Marketing Project

Semester 1 and Semester 2 | Credits: 10

Students complete an Applied Research Project (minor dissertation) focusing on the application of marketing theory, under the supervision of staff members. In selecting a topic for this project, students are advised that highest marks are awarded for projects that bring value to their host companies. This project must be completed by a date in the summer, specified by the Discipline of Marketing.
(Language of instruction: English)

Learning Outcomes
  1. Conduct research and demonstrate that the students have developed intellectual insight into the topic as well as an understanding of the relevant theories.
  2. Identify an opportunity or challenge facing their host company and make decisions around relevant research questions/hypothesis and appropriate research design.
  3. Complete a critical literature review.
  4. Engage with qualitative and/or quantitative research methods.
  5. Where appropriate, undertake field work, managing for access ethical issues and practicalities associated with data collection.
  6. Implement appropriate data analysis strategies.
  7. Organise, write and present a research dissertation with appropriate referencing.
  8. Demonstrate a clear understanding of the relevance of marketing theory to the practice of marketing, and how to apply this theory in practice.
  9. Appreciate marketing processes and limits, and its impact on achieving organisational strategic objectives.
  • Research (100%)
The above information outlines module MK5123: "Applied Marketing Project" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK589: Marketing Consulting in Action

Semester 1 | Credits: 5

(Language of instruction: English)

  • Continuous Assessment (100%)
The above information outlines module MK589: "Marketing Consulting in Action" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5122: Inbound Marketing Strategy

Semester 1 | Credits: 5

Inbound marketing is used by both global companies (e.g. Starbucks, Taco Bell, American Express, Microsoft, IBM, Tesco, etc.) and small businesses alike as a means of engaging their target audience, driving quality lead growth and ultimately their bottom line. Hubspot, the acknowledged global leader in Inbound Marketing, promotes a simple but powerful model based around four primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and promoters. Included in this methodology are the tools and technology that companies typically use to accomplish these goals.
(Language of instruction: English)

Learning Outcomes
  1. Understand the Inbound Methodology and how it helps businesses attract, convert, close and delight customers.
  2. Understand the importance of buyer personas in relation to a company's marketing efforts, and how to leverage them as part of an inbound marketing strategy.
  3. Learn how to naturally attract inbound traffic that they can then convert, close, and delight over time.
  4. Be able to develop a sophisticated strategy to grow business leads and ultimately sales, through the integration of marketing and sales tactics using up-to-the minute online technology and automation.
  • Continuous Assessment (100%)
Reading List
  1. "Inbound Marketing, Revised and Updated: Attract, Engage and Delight Customers Online" by Brian Halligan, Dharmesh Shah.
    Publisher: Wiley
The above information outlines module MK5122: "Inbound Marketing Strategy" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Required MK5127: Mindful Leadership in Marketing & Sales

Semester 1 and Semester 2 | Credits: 5

Working in the fast-paced, exhilarating and creative field of marketing and sales represents an attractive professional career path for many graduates, yet to succeed and lead in this dynamic environment requires resilience, tenacity and an ability to cope under pressure. The World Health Organisation predicts that by 2030 depression will be the leading cause of disease globally and states that three-quarters of adult mental disorders begin before the age of 24, and close to 30 per cent of young adults have at least one mental illness. This module underpins the entire MSc Marketing Practice programme with its motto of “If it’s gonna be, it’s up to me!” The objective of the module is to equip students with the motivation, attitude, knowledge and skills required to resiliently launch and sustain successful careers in Marketing. They will also be challenged to consider the potential impact they, as Marketing Professionals, can have on shaping society and caring for our planet as they evolve into the leaders of tomorrow.
(Language of instruction: English)

Learning Outcomes
  1. Lead from the future as it emerges through exploring Otto Scharmer’s, Theory U.
  2. Develop their Emotional Intelligence (EI), understanding the theory behind EI and how to apply it personally and professionally.
  3. Enhance their performance and create more success in their lives through taking control of their attitude and thoughts through disciplining the mind.
  4. Manage anxiety and stress in the workplace, while improving their mental clarity and ability to concentrate and learn, through the practice of Mindfulness.
  5. Easily integrate exercise into their lives in an enjoyable way to enhance cognitive ability, creativity and ability to cope with stress.
  6. Eat healthily through developing an understanding of the effects of food on cognition.
  7. Engage in reflective practice as part of the on-going development of expert knowledge, skills and professional competence.
  • Continuous Assessment (100%)
Reading List
  1. "Theory U Leading from the Emerging Future" by Scharmer, Otto
    Publisher: Berrett-Koehler Publishers, Inc.
  2. "Leading from the Emerging Future: From Ego-system to Eco-system Economies" by Scharmer, Otto & Kaeufer, K.
    Publisher: Berrett-Koehler Publishers
  3. "Emotional Intelligence, Why it can matter more than IQ" by Goleman, Daniel
    Publisher: Bloomsbury Publishing Plc.
  4. "Mindset, The New Psychology of Success" by Dweck, Carol. S
    Publisher: Random House USA Inc.
  5. "Minduflness for Beginners: Reclaiming the Present Moment - and Your LIfe" by Kabat-Zinn, Jon
    Publisher: Sounds True Inc.
  6. "Harnessing the Science of Persuasion" by Cialdini, Robert B.
    Publisher: Harvard Business Review, April
    Chapters: pgs 72-79
  7. "How to persuaade people to say yes" by Cialdini, R., Goldstein, N., Martin. S.
    Chapters: p36-40
  8. "Addressing the blind spot of our time. Executive summary from "Theory U: Leading rom the future as it emerges" by Scharmer, Otto
    Publisher: MIT Leadership Centre
    Chapters: Accessed 4 Sept. 2013
  9. "Leadership that gets results" by Goleman, Daniel
    Publisher: Harvard Business Review March-April, p 78-90
  10. "What makes a leader?" by Goleman, Daniel
    Publisher: Harvard Business Review, March-April, p78-90
  11. "The art of powerful questions: catalysing insight, innovation & action." by Vogt, Eric E., Brown, J., Isaacs, D.
    Publisher: Mill Valley, CA. Whole Systems Associates
  12. "Manage your energy, not your time." by Schwartz, Tony
    Publisher: Harvard Business Review, October, p63-73
The above information outlines module MK5127: "Mindful Leadership in Marketing & Sales" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5106: Digital Marketing Strategy and Management

Semester 2 | Credits: 10

This module equips students with sufficient knowledge and understanding of digital marketing channels and tools to effectively formulate successful Digital Marketing & Sales Strategies to drive brand awareness, generate sales leads and nurture relationships online. They will learn how to work with digital marketing agencies in the delivery of these strategies, along with learning how to monitor and analyse digital marketing metrics to assess the return on investment of campaigns and strategies.
(Language of instruction: English)

Learning Outcomes
  1. Understand the breadth of digital marketing and its relevance to both B2C and B2B marketing in building brand awareness, generating leads, and nurturing leads and relationships online.
  2. Understand the best practices in user and search engine friendly web and mobile design and explore how to acquire quality visitor traffic through Search Engine Optimisation.
  3. Plan, formulate, execute, optimise and evaluate a search engine advertising campaign.
  4. Interpret visitor behaviour through Data Analytics packages to make informed decisions on design, navigation and visitor acquisition channels.
  5. Conceptualise a social media and content marketing strategy that is measurable and effective.
  6. Drive successful email marketing campaigns, and be able to track, monitor and assess their effectiveness.
  7. Identify the key considerations of developing brand mobile assets such as apps and websites and appreciate the unique characteristics of mobile and its uses in digital marketing.
  8. Identify the suitability and application of performance marketing as a digital promotional channel.
  9. Competently allocate budgets, choose target markets and select appropriate digital advertising media (PPC) to achieve strategic marketing objectives.
  10. Develop holistic digital marketing strategies, that are in sync with offline marketing, to optimise brand awareness, sales and ROI online.
  • Continuous Assessment (100%)
The above information outlines module MK5106: "Digital Marketing Strategy and Management" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK584: Marketing Research & Strategy

Semester 2 | Credits: 5

(Language of instruction: English)

  • Continuous Assessment (100%)
The above information outlines module MK584: "Marketing Research & Strategy" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK586: Marketing Placement

Trimester 3 | Credits: 45

(Language of instruction: English)

  • Continuous Assessment (100%)
The above information outlines module MK586: "Marketing Placement" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Why Choose This Course?

Career Opportunities

This programme has a consistent 100% Employabilty Rate. Some are retained by their host companies while the remaining graduates rapidly secure employment as a direct result of participation on the programme. Graduates build successful marketing careers globally in various organisations from multinationals Unilever PLC and Johnson & Johnson, to companies such as Supermacs and Dubarry and public sector organisations including Bord Bia and ESB ecars.

Employers Mktg Prac

Variety of Host Companies

The Marketing Discipline at NUI Galway collaborates with Irishbased companies to define job specifications for students on the programme. Companies of all sizes apply to become host companies on this programme, from tech start-ups to multinationals across every imaginable sector.


The Programme Director provides ongoing mentoring and support to graduates throughout their placement. In-company visits are carried out to review and facilitate graduates’ progress and performance.

Marketing Skills Training

As well as the three week induction programme, graduates return to campus on three occasions for workshops, each of four days duration. The taught modules are Digital Marketing Management, Marketing Communications Management, Inbound Marketing, Marketing Research & Strategy, Marketing Consulting in Action, Professional Development in Marketing and Workplace and Skills for Marketing Professionals. Graduates also complete a Marketing Project on behalf of their host company.





Who’s Suited to This Course

Learning Outcomes


Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€7,250 p.a. 2018/19

Fees: Tuition

€7,026 p.a. 2018/19

Fees: Student levy

€224 p.a. 2018/19

Fees: Non EU


 Due to visa restrictions, this programme is not open to Non-EU students

Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €2,000 towards your tuition.  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 €224.

What Our Students Say


Eoghan McGregor |   Account Manager, Google

I know I wouldn't be where I am today without the programme. I hit the ground running when I finished and I haven’t looked back since! I would recommend it to anyone who really wants to drive their career in the right direction. This should be the stepping stone and foundation for anyone who wants to pursue an exciting career in marketing.

Michelle Murray |   Marketing Executive at NUA Naturals

The MSc (Marketing Practice) provides a mix of practical learning and theory. I was placed with one of my favourite health food brands and am lucky to say that I am currently working in my dream job! I have developed skills such as content marketing, social media, event organisation, market research and email marketing and the experience and skills gained will definitely stand to me for the future. For anyone considering this Masters, I couldn't recommend it enough as the mix of lectures, workshops and work placement is an excellent foundation to set your career on the right path!

Emma Roche |   Marketing and Brand Executive at Irish Pride Fine Foods

I am absolutely LOVING my work placement as the experience that I’m gaining is incredible. It will be a massive selling point for me in any interview after my placement, as it is allowing me to apply my learnings in a real work environment. I have a huge amount of responsibility and have designed and implemented a number of different campaigns for new product launches and co-promotions e.g. The Irish Pride Bunsters & Calor BBQ Summer Promotion. I also enjoyed the workshops organised in Galway. They are always extremely interesting and beneficial to both myself and the company. One of my favourite aspects of the programme was the assignments we undertook. These are all designed to further enable us to add value to our organisations.

Darragh Broderick |   Inbound Marketing Specialist at Brightwork

I chose the MSc (Marketing Practice) to fulfil my ambition of becoming an accomplished marketing professional. This course promised practical learning far superior to that of a classroom and it has absolutely delivered. I have developed relevant and differentiating marketing skills and acquired experiences which I am confident will serve me throughout my career.

Jane Cullen |   Marketing Executive at MediaHQ

The MSc (Marketing Practice) in NUI Galway contained all of the necessary elements to develop myself as a marketing professional. My favourite part of the programme was the placement. Throughout the year, I created and managed several projects for my host company. This experience allowed me to put theory into practice and coupled with lecturer feedback, provided the richest and most rewarding learning opportunities of the course. I would recommend it to anyone who really wants to drive their career in the right direction.

Jennifer O' Leary |   ESB Innovation Marketing Assistant

I was absolutely thrilled when I was accepted onto the MSc (Marketing Practice) programme. I can honestly say it has been one of the most rewarding and challenging years of my life. This master is exactly what I wanted when finishing my undergrad – hands on experience, challenging and to learn as much as possible. I really enjoyed doing each assignment because you learn so much which each one. There is also a fantastic support system in NUIG. One of my highlights of the year was that I got the opportunity to interview many marketing professionals during my research and project manage events of over 100 people. Your assignments come to life in this masters, and there is no better feeling watching your work being implemented in the work place!! I feel this course has given me the best start on my marketing career and I am so thankful I was accepted!

Michaela Browne |   Marketing Executive - Burke Insurances Ltd

I was placed in Burke Insurances, an insurance brokerage in Galway. My placement was a little different to others in that I worked for Burke Insurances Monday to Wednesday and on Thursday and Friday I worked for a group of 18 brokerages based all across Ireland part of the Source Broker Network. At first, this sounded a little daunting to me, that I would be essentially working for two different companies; however, looking back now I couldn’t imagine my placement any other way. I have learned so many new skills, I have developed old skills, I have practiced marketing and I have learned a lot about myself. Upon completion of this programme, I feel confident that I have developed the right skills I need in order to go out into the working world. I feel that I can bring what I learned from my placement into any company which I move to next. Read Michaela’s blog about the programme at:

Laura O'Dea |   Marketing Executive - School of Medicine, NUI Galway

I feel extremely privileged to have been afforded the opportunity to study the MSc (Marketing Practice) programme at NUI Galway. What I loved about the programme was the opportunities within it, such as the work placement, the opportunity to work in a new environment and to expand your business profile". I loved every minute of my work placement and gained so many new skills on a daily basis. The teaching and leadership at every stage of the course was exceptional.

Ryan Ludden |   Business Development Manager at App Design

I chose the MSc (Marketing Practice) as I wanted to physically apply the learnings from my Bachelor of Commerce (Global) Degree to my working career and the course provided the perfect platform to do just that! I got the exciting opportunity to work within a tech start up environment where I helped to bring the Marketing and Sales knowledge I had learned to the forefront of the business, helping it to turn what was only a concept at the start of my placement into a viable product and business today. The level of satisfaction in being able to achieve such a feat is incredibly rewarding and has provided me with skills that can be applied within any company I work for in the future. The MSc (Marketing Practice) provided me with the perfect stage to showcase what I could bring to the table for a company and the students within the course allowed for an incredibly collaborative environment that helped one another succeed and learn from each other to further develop our marketing skills.

Mónica Tuset Riotorto |   Sales Development Specialist at Matheworks

Having a language opens up many incredible employment opportunities, particularly in the areas of Sales & Marketing as many companies look to move into new markets. In this respect, I believe that this programme is ideal for international students, as it will allow them to capitalise on such opportunities and secure fantastic sales & marketing positions. This master really helped me get to where I am today!

Niamh Hunt |   Marketing Assistant at Neuravi

The MSc (Marketing Practice) has been the best way to jump-start my career in Marketing! The practical, hands-on learning aspect of the course helped develop many marketing skills which will differentiate us throughout our career. Completing the 37-week placement was an exciting, learning and challenging experience which provided many opportunities. Throughout my year, I managed, coordinated and attended numerous events abroad for my host company. This year allowed me to put all my learning from my undergrad into practice and develop many vital marketing skills. The group of lecturers, leaders and contributors to this course have a wealth of knowledge to share with the class. I would highly recommend this fun, practical, interactive masters programme to anyone pursuing a career in Marketing!

Amy French |   Marketing & Communications Executive, ESB International

NUI Galway’s MSc (Marketing Practice) really appealed to me because of the structure of the course. What I loved most about it was the work placement element. As part of my role as Marketing & Communications Executive with ESB International I worked on several projects, creating value for my host company, but also applying the skills and knowledge I learned in college to real working situations. I learned skills during my time with ESB International that I would never have learned in the classroom. The online lectures, assignments and workshops provided by NUI Galway were second to none, working with industry professionals on interesting and relevant topics that could be applied to the host company. The course is ever evolving and designed to be relevant to all situations at all times. I would highly recommend the MSc Marketing Practice to anyone looking to progress in their career in marketing.

Jessica Daly |   Digital Marketing Executive at TitanHQ

The MSc (Marketing Practice) is an invaluable course for anyone who wants to begin a career in Marketing. As the duration of the masters takes place in our host companies, it is excellent way to gain practical experience. I was fortunate to learn from extremely skilled colleagues in areas such as Search Engine Marketing, something I would have never been able to do in a classroom. The Masters was an exciting, rewarding and challenging hands on experience which built on my marketing skills as well as broadening and diversifying my knowledge and skillset. The benefits of the MSc (Marketing Practice) are endless, and have prepared me to move further towards an exciting marketing career.


Ireland's Best Business postgraduate course 2014

Read more here.