Course Overview

***Not Running in 2018***

This MSc Marketing (Technology & Innovation) is a specialised and innovative full-time postgraduate programme that has been purposely designed to meet the needs of recently qualified graduates who seek to further enhance their marketing knowledge and expertise, and who aspire to pursue challenging senior career opportunities in the marketing profession.

The programme content is aimed at preparing graduates for marketing positions in business, particularly in the area of marketing technology and innovation. Three of the modules are delivered in conjunction with UL and UCC under the auspices of the Atlantic University Alliance (AUA), and students may be required to attend workshops in all three universities (NUI Galway, UL and UCC).

The programme aims to:

  • Further develop the students’ knowledge and critical understanding of marketing to an advanced level.
  • Cultivate a comprehensive range of applied and analytical skills in marketing, with a strong emphasis on strategic decision-making.
  • Expose students to the latest cutting-edge ideas, techniques, and marketing frameworks through the analysis of industry best practice.
  • Foster an appreciation of the significant changes and challenges occurring in increasingly competitive marketplaces.
  • Develop students’ competencies and confidence through professional training in business and marketing skills, including oral and written presentation skills.
  • Provide training in the methods and practice of accepted research methodologies.
  • Allow students to develop and expand their personal confidence.

 

Applications and Selections

Applications are made online via The Postgraduate Applications Centre (PAC). Relevant PAC application code(s) above.

Who Teaches this Course

Dr. Declan Fleming, PhD, MBS, B.Comm.
Dr. Christine Domegan, PhD, MBS, B.Comm.
Dr. Elaine Wallace, PhD, MBS, B.Comm.
Dr. Ann Torres, PhD, MBA.
Dr.  Natasha Evers, PhD, MBS.

Requirements and Assessment

Key Facts

Entry Requirements

The programme is open to recent graduates of all disciplines. Students must have a minimum of three years post-graduation experience. Normally the minimum entry requirements will be as follows:

A second class honours grade 1 Bachelor of Commerce or equivalent business degree, with a significant specialisation in Marketing. Applicants who hold a second class honours grade 2, may be interviewed to ascertain their suitability for entry;

Applicants with a Bachelor of Commerce or equivalent business degree, without a specialisation in Marketing, are expected to hold a second class honours grade 1 or higher;

A second class honours, grade 1 or higher in the Higher Diploma in Business Studies (level 8);

Any other applicants, seeking a conversion programme, are expected to hold a second class honours grade 1 or higher; and may be interviewed to ascertain their suitability for entry and also required to successfully complete a Principles of Marketing course, as specified by the Discipline, prior to commencement of studies.

Additional Requirements

Duration

1 year, full-time

Next start date

Not running in 2018

A Level Grades ()

Average intake

5

Closing Date

Not running in 2018

NFQ level

9

Mode of study

Taught

ECTS weighting

90

Award

CAO

Course code

GYC33

Course Outline

The programme is offered on a full-time basis over one year. Lectures will commence in the first week of September, with assessments/written examinations during/at the end of each Semester. The Technology and Innovation modules are delivered using a combination of blended and fully online learning. The programme will consist of lectures, projects, case studies and presentations in the required subjects. 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 twelve obligatory subjects and complete a minor dissertation.

Programme Content

Semester 1 Obligatory Subjects:

  • Innovation & Technology Transfer
  • Marketing Technology Products 
  • Research Methods 
  • Marketing Innovation & Commercialisation 
  • Digital Marketing 
  • Services Marketing 
  • Marketing Performance & Productivity

 Semester 2 Obligatory Subjects:

  • Technology Innovation and Entrepreneurship 
  • Cases in Marketing Management & Strategy 
  • Brand Management & Strategy
  • Marketing Analytics 
  • Social Marketing & Sustainability 
  • Dissertation

Students complete a minor research dissertation under the supervision of staff members.  This dissertation will account for 25 ects and must be completed by a date in summer specified by the Marketing Discipline.

Supplementing the formal curriculum are frequent opportunities to hear distinguished visiting academic and industry speakers. Students will be exposed to the latest cutting edge ideas, techniques and marketing frameworks through the analysis of industry best practice.

Standards

Honours are awarded only on completion of the programme according to the following scheme and in accordance with the standardised Marks & Standards document (AMT/13/A8/5.1) for Postgraduate Taught Masters degrees.

H1      70% on the aggregate
H2.1   60% on the aggregate
H2.2   50% on the aggregate
H3      40% on the aggregate

Note (1): Honours are awarded only on the aggregate performance at an Examination as a whole. Honours are not awarded on the basis of results obtained in individual modules.

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 MK5112: Dissertation


12 months long | Credits: 25

Students complete a minor dissertation under the supervision of staff members. This dissertation must be completed in predefined area(s) within the MSc Marketing postgraduate taught programmes, by a date in the summer specified by the Discipline of Marketing. In some instances, the dissertation may incorporate a work placement or report.
(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 and make decisions around a research gap, relevant research questions/hypothesis and appropriate research design.
  3. Complete a critical literature review.
  4. Engage with qualitative and/or quantitative research methods.
  5. 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.
Assessments
  • Research (100%)
Teachers
The above information outlines module MK5112: "Dissertation" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MG620: Innovation & Technology Transfer


15 months long | Credits: 5


(Language of instruction: English)

Learning Outcomes
  1. TBC
Assessments
  • Department-based Assessment (100%)
Teachers
The above information outlines module MG620: "Innovation & Technology Transfer" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MK620: Marketing Technology Products


15 months long | Credits: 5

This module introduces you to the world of marketing. What is marketing all about? To put it in a nutshell, marketing is two things. First, it is a business philosophy whose main premise is that the customer is king and that if a company can provide enough people with exactly what they want, they will make a profit. This implies that marketing is a particular way of looking at the world of business. This in itself is rather intangible and explains why there is a lot of uncertainty regarding marketing’s domain. Second, marketing is a business function, which is much more tangible. The dominant view holds that marketing is the business function responsible for finding out what the customer wants (marketing research), providing the customer with that product or service (product development), in a convenient outlet at the right time and in the right quantities (distribution), and information the customer about the product or service (marketing communications). It is about planning the future of the company and staying ahead of the competition. Increasingly, this also necessitates relationship building as organisations pursue customer loyalty. Consequently, marketing is a critical activity in the business enterprise. While there are many obvious opportunities provided by increasingly complex, dynamic and competitive markets, companies lacking marketing skills face huge risks.
(Language of instruction: English)

Learning Outcomes
  1. Understand the nature of Marketing
  2. Identify and explore the key components of market orientation
  3. Understand customer groups and customer buyer behaviour
  4. Explore and interrogate competitive advantage
  5. Understand the key factors influencing marketing activities and practices
Assessments
  • Department-based Assessment (100%)
Teachers
The above information outlines module MK620: "Marketing Technology Products" and is valid from 2018 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 explore the issues related to the design, methodological and implementation issues in business research. This module explores the process of conducting research from the initial stages of thinking about research questions to designing a project, choosing particular methodologies and methods and analysing the data that you collect. Reflection is encouraged with respect to the key issues researchers face, including ethical practice. The best way to learn about research is through designing and conducting research.
(Language of instruction: English)

Learning Outcomes
  1. Outline the role and function of business research.
  2. Illustrate the business research process.
  3. Possess the ability to carry out and evaluate the design of business research.
  4. Ability to discuss the tools and techniques of business research.
  5. Be able to explain which research approaches are appropriate in a set of circumstances.
  6. The ability to conduct and write up a literature review.
  7. The ability to undertake a systematic analysis of quantitative and qualitative information and present the results in a clear and consistent format.
  8. Identify and formulate a research question, and develop an appropriate research design to answer the question.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
Reading List
  1. "Research Methods for Business Students" by Mark Saunders,Philip Lewis,Adrian Thornhill
    ISBN: 9780273750758.
    Publisher: Financial Times/Prentice Hall
  2. "Cite Them Right: The Essential Referencing Guide" by Pears, R. & Shields, G.
    ISBN: 1397811372723.
    Publisher: Palgrave Macmillan
  3. "How to Write a Thesis" by Murray, Rowena
    Publisher: Open University
  4. "The Elements of Style" by Strunk Jr., W. & White, E.B.
    Publisher: Allyn & Bacon
The above information outlines module MK563: "Research Methods" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5115: Marketing Innovation & Commercialisation


Semester 1 | Credits: 5

This course focuses on the development of successful marketing programs for the commercialisation of innovation in organisations. It examines the processes of the technology innovation life-cycle with particular focus on diffusion of innovation theories, new product concept testing, prototype development and market validation for incremental and radical innovation. It further addresses the marketing strategies and commercialisation routes for the market exploitation of innovative products and services for consumer and organisational markets. In particular, the course examines marketing of innovation and commercialisation paths in Small and Medium Enterprise (SMEs).
(Language of instruction: English)

Learning Outcomes
  1. A comprehensive understanding of the importance of innovation and its relationship with Marketing and New Enterprise.
  2. An understanding of intellectual Property and Commercialisation of Innovation.
  3. Appreciate the importance of Market Validation, Concept Testing and Market Research for bringing innovation to the marketplace.
  4. Gain solid understanding of developing a marketing strategy for innovation products and services for B2C and B2B.
  5. Recognise and understand the relationship between Marketing, Innovation and Business Modelling for Value Creation.
  6. Appreciate the role of Team management and the Innovation process insights into internationalisation of Innovation.
Assessments
  • Written Assessment (50%)
  • Continuous Assessment (50%)
Teachers
Reading List
  1. "Technology Entrepreneurship - Bringing Innovation to the Marketplace" by Evers, N., Cunningham, J. and T. Hoholm
    ISBN: 9781137020109.
    Publisher: Palgrave Macmillian
    Chapters: all
  2. "Innovation Management and New Product Development" by Paul Trott
    ISBN: 9780273736561.
    Publisher: Prentice Hall
The above information outlines module MK5115: "Marketing Innovation & Commercialisation" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5101: Digital Marketing


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
  • Written Assessment (50%)
  • Continuous Assessment (50%)
Teachers
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 MK5101: "Digital Marketing" and is valid from 2015 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
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
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 MK5109: Marketing Performance & Productivity


Semester 1 | Credits: 10

This module aims to develop students skills, as a professional marketer, in analysing a range of marketing performance and productivity decisions which are central to the success of the Marketing function within any organisation.
(Language of instruction: English)

Learning Outcomes
  1. Understand the principles and concepts underlying Marketing performance.
  2. Be more analytical in planning, executing and evaluating Marketing plans.
  3. Appreciate the role of Marketing costs, budgeting and return on Marketing investment.
  4. Appreciating the relationship between Marketing performance and business outcomes.
  5. Drive business expansion through customer profitability and lifetime value.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK5109: "Marketing Performance & Productivity" and is valid from 2017 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
  • Continuous Assessment (100%)
Teachers
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 MG670: Technology, Innovation & Entrepreneurship


15 months long | Credits: 5

The module reviews a broad range of topics that critically affect technology-based start-up companies. It is designed to help the learner develop strong conceptual foundations for understanding and exploiting technological innovation and entrepreneurship. More specifically, it aims to equip the learner with an understanding of the technology innovation lifecycle and the key issues involved in entrepreneurship and new venture creation. The module reviews concepts and frameworks to create, commercialise and capture value from technology-based products and services. It aims to provide the learner with a comprehensive toolbox to enable the learner to identify opportunities, and develop feasibility studies and business plans in order to develop and manage innovation throughout the product lifecycle, and exploit a new technological venture. In summary, the module aims to: • Present a curriculum in the area of technology innovation and entrepreneurship • Provide easy-to-access, state-of-the-art reference material in the area of technology innovation and entrepreneurship to help learners to understand the essential fundamental concepts involved in the discipline. • Equip learners with the values, best practices, skills and supporting tools necessary to effectively design, develop and deploy technical projects in their organisations and to empower users to autonomously apply these concepts and tools.
(Language of instruction: English)

Learning Outcomes
  1. Develop transferable skills such as creative thinking, problem specification, team working, and the ability to synthesise and apply acquired knowledge to solve real-world problems
  2. Explain the critical influencing factors for successful technology development and execution processes
  3. As an entrepreneur, write an effective feasibility study and business plan to negotiate and secure funding for technology related projects
  4. Present a curriculum in the area of technology innovation and entrepreneurship
  5. Provide easy-to-access, state-of-the-art reference material in the area of technology innovation and entrepreneurship to help learners to understand the essential fundamental concepts involved in the discipline
  6. Equip learners with the values, best practices, skills and supporting tools necessary to effectively design, develop and deploy technical projects in their organisations and to empower users to autonomously apply these concepts and tools
Assessments
  • Department-based Assessment (100%)
Teachers
The above information outlines module MG670: "Technology, Innovation & Entrepreneurship" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Required MK5113: Cases in Marketing Management & Strategy


Semester 2 | Credits: 5

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. An understanding of the complexities of key environmental issues facing firms.
  2. An appreciation of the nature of strategy.
  3. An ability to analyse marketing operations and threats.
  4. The capability to understand strategic concepts and theories.
  5. The capability to develop and critically evaluate marketing strategies context.
  6. An appreciation of the integration and the interdependence of the domestic and foreign markets in developing global strategies.
  7. The ability to translate corporate objectives to marketing goals, make strategic and tactical choice of markets, development of a marketing programme and the implementation of marketing activities.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
The above information outlines module MK5113: "Cases in Marketing Management & Strategy" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK5110: Brand Management


Semester 2 | Credits: 5

Branding is a core aspect of marketing planning. This course will explore the concept of branding, through critical examination of the techniques used to build and maintain strong brands. The course will address the creation of brand equity, the strategic options for brand building, and the tools for sustaining brands over time, from an academic and practitioner perspective.
(Language of instruction: English)

Learning Outcomes
  1. Understand the consumer based brand equity concept.
  2. Understand brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. Have an insight into the contribution of marketing programmes to brand equity.
  4. Have a greater awareness of the relationship between marketing communications and brand building.
  5. Have an ability to recommend an appropriate research method to capture customer mindset.
  6. Have an insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
Assessments
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
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. "The New Strategic Brand Management: Advanced Insights & Strategic Thinking" by Kapferer
    Publisher: Kogan Page
The above information outlines module MK5110: "Brand Management" and is valid from 2015 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
  • Written Assessment (60%)
  • Continuous Assessment (40%)
Teachers
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 such companies as GlaxoSmithKline, Kerry Group, Vodafone, Microsoft, SAP, Tourism Ireland, Smyths Toys, and LinkedIn.

Who’s Suited to This Course

Learning Outcomes

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€7,000 p.a. 2018/19

Fees: Tuition

€6,776 p.a. 2018/19

Fees: Student levy

€224 p.a. 2018/19

Fees: Non EU

€14,250 p.a. 2018/19
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.

Find out More

Dr. Declan Fleming, Programme Director
T +353 91 492 741
E mscmarketing@nuigalway.ie


Ask A Question

Paul

Paul Lally |   Stakeholder Relations at ESB

The Marketing masters degree I recently completed not only provided me with a wealth of knowledge but also the ability to apply, with confidence, the knowledge gained in any given industry.
in Connect with Paul