MSc (Marketing Practice) - Top Up

J.E. Cairnes School of Business and Economics

Course overview

 Marketing Practice PG Course Winner rosette‌‌

Ireland's best Business postgraduate course 2014: read more here.


This 30 credit programme is designed exclusively for graduates of the DMP between 1990/91 and 2010/11 inclusive.  Delivery of this programme is subject to sufficient numbers of applicants.

In 2011/12 the Diploma in Marketing Practice (DMP) was converted to the MSc Marketing Practice (MMP).  Since then the Marketing Discipline has been inundated with enquiries from graduates of the DMP, wondering if it would be possible to upgrade their Diploma to a Master’s degree.  The difference between the two programmes is that the Master’s programme is 90 credits, while the Diploma was 60 credits. 

In direct response to this demand, for a two year period (2014/15 and 2015/16) we are offering you the opportunity to complete the additional 30 credits (3 modules) to allow you to upgrade your qualification to the MSc Marketing Practice.   The design and delivery of the programme is based on feedback gathered from a mail survey conducted in Summer 2013 among graduates of the programme during 1990/91 and 2010/11 inclusive.  

Key facts

Entry requirements

You must have completed the Diploma in Marketing Practice at NUI Galway between academic years 1990/91 and 2010/11.  

Duration: 1 year, part-time

Next start date: Monday, 25 August 2014

Average intake: 30–35

Closing date: 1 August 2014

Mode of study: This programme can be completed either 100% online or with a mix of one module undertaken on the NUI Galway campus (in the last week of August 2014), plus 2 online modules.

Course outline

Semester 1                          Sept 1, 2014

Semester 2          

Jan 2015

Semester 3           Summer 2015

Leadership & Negotiation
(delivered on campus)

Digital Marketing Strategy

(delivered online)

Research Project (submission)

Accounting & Finance for Marketers
(delivered online)

Research Project

(delivered online)


30 credits must be successfully completed in order to be awarded the MSc Marketing Practice.  Three modules must be completed from the following four options provided. 

Module:  Leadership & Negotiation

Lecturers:           Dr Ann Torres

Delivery:             NUI Galway Campus

Dates:                   Monday 25 August to Thursday 28 August 2014

Preparation:      Essential reading must be completed before attending the workshop.  Details and materials will be distributed to registered students in early August. 

Assessment:  Continuous Assessment

Negotiation is a dialogue to discover common ground among parties with differing aims, needs and perspectives in order to achieve a solution.  The aims of this module, based on Harvard’s Program on Negotiation (PON), are to introduce the concepts and principles fundamental to negotiation theory, to develop your negotiation skills through participation in simulation cases, and to hone your negotiation ability through informed reflection based on your reading of the assigned core texts.


Dr. Ann M. Torres

Ann is a Lecturer in Marketing at the J.E. Cairnes School of Business and Economics and the Vice Dean of Internationalisation for the College of Business, Public Policy and Law at the National University of Ireland Galway. She spent 2013 as a Visiting Fellow in the Program on Negotiations at Harvard Law School, Harvard University. Her research interests are situated in the convergence of strategy, entrepreneurship and innovative marketing practices. Her interest in negotiating theory and practice adds an additional dimension to these topics. With respect to her publications, she is recognised as an accomplished case writer, earning more than a half-dozen awards for her work. Ann obtained an MBA from the University of California, Berkeley and her PhD from Trinity College Dublin.


Assisting Ann in the delivery of this module will be:

Dr. Leo Smyth

Leo obtained his Masters degree in psychology from University College Dublin and his doctorate from the University of Utrecht, The Netherlands. After several years in industrial relations and HR he joined the staff of NUI Galway in the Management discipline. Following sabbatical leave as a Visiting Scholar with the Program on Negotiation at Harvard Law School, he introduced negotiation courses at Galway at undergraduate and MBA level. He has collaborated in research with the University of Missouri-Columbia where he is a Senior Fellow at the Center for the Study of Dispute Resolution. He was part of the international advisory panel for the Beyond Intractability project at the University of Colorado and is a member of the editorial panel of the Negotiation Journal.


Module:  Accounting & Finance for Marketers

Lecturer:             Deirde Ruddy

Delivery:             100% online, for 12 weeks, starting September 2014

Assessment:      Continuous Assessment

Marketers require a working knowledge of accounting and finance concepts such as costs, margins, contribution, liquidity and cash flow and this module will provide the student with the analytical and descriptive skills necessary to make a range of financial decisions in a marketing context using these concepts.  This module aims to give the learner the skills necesary to prepare, interpret and use financial information in a practical business context. 


Deirdre Ruddy

Deirdre Ruddy is a commerce graduate of NUI Galway, a member of Chartered Accountants Ireland and also holds a Diploma in Corporate Finance.  Deirdre has over 15 years experience working in accounting practice and as a senior accountant with multinational software companies both in Ireland and on secondment in the US.  She joined NUI Galway as an associate lecturer in Accounting and Finance in 2006 teaching on undergraduate and postgraduate courses and is closely involved with the development of course materials and new online methods of delivery for  blended learning and online programmes.


Digital Marketing Strategy & Management

Lecturer:             Aoife Kelly

Delivery:             100% online, for 12 weeks, starting January 2015

Assessment:      Continuous Assessment. 

This module equips students with the knowledge and understanding to formulate and drive successful Digital Marketing Strategies that drive brand awareness and stimulate demand, while generating sales leads and nurturing customer relationships online. You will learn how to work with digital marketing agencies in the delivery of these strategies using best practices in user and search engine friendly web and mobile design, direct email marketing as well as social media and content marketing.  You will also learn how to identify your target audience’s digital media consumption and select appropriate digital channels for both brand and direct-response campaigns, acquire quality visitor traffic through Search Engine Optimisation, interpret visitor behaviour through Data Analytics packages, competently allocate budgets and confidently track return on investment. 


Aoife Kelly

On graduating in 2007 with a B.Comm from NUI Galway, Aoife continued her studies in NUI Galway with a MBS (Marketing) followed by a Higher Diploma in Marketing Practice. She was placed with Aró in Furbo Galway which specialised in e-commerce solutions and digital marketing agency for luxury clients in the hospitality industry.

In 2012 Aoife moved to Ireland’s largest offline and digital media buying advertising group; Core Media in Dublin as Search and Analytics Manager. Within a wider team she formulated digital media plans and measured the effectiveness for large advertising campaigns with some of Ireland’s biggest brands in the insurance, retail, telecommunications, finance, entertainment sectors and for governmental agencies.

Aoife has since made the transition to industry as Global User Acquisition Manager to digital media brand and social gaming start up Dreamwedding targeting millennial brides across all digital touchpoints.

Her primary interests lie in digital branding, content marketing, social media, big data, predictive analytics and native advertising.


Research Project

Lecturer:             Orla Higgins

Delivery:             100% online, for 6 weeks, starting January 2015

Assessment:      Submission of a 10,000 word report (guidelines provided).

Robust research is the bedrock on which informed business decisions are made and it is important for marketers to develop and hone their research skills to assist in identifying opportunities, developing marketing strategies and advancing their knowledge and expertise. The purpose of this module is to provide you with the opportunity to undertake a comprehensive research project in a specific area of marketing of your choosing. 





Orla Higgins

Orla Higgins teaches with the Marketing Discipline at NUI Galway at both undergraduate and postgraduate level; subjects include Marketing Principles, Action Marketing, Services Marketing, Introduction to Business & Marketing Strategy.  She holds a B. Comm., a Masters in Business Studies (Marketing) and, most recently an MA in Writing, all from NUI Galway and was nominated for the President’s Award for Excellence in Teaching in 2012 & 2013.

In addition to teaching, Orla works on a consultancy basis with services, arts and non-profit organisations in areas such as Strategic Planning, Economic Impact Studies and Marketing Communications. 

Applications and selections

Please complete the Application Form and return it to Mary Greaney, either by email at or by post to Mary Greaney, Marketing Discipline, J. E. Cairnes School of Business & Economics, NUI Galway.  

Find out more

Ms. Ann Walsh
T +353 91 492 575 

PAC code


Fees for this course