What is the Master of Business (Marketing Stream)?
The MBS (Marketing Stream) facilitates students in developing a keen critical awareness of core business concepts, as well as allowing them to specialise in contemporary marketing theory and practice. Emphasis is placed on integrating key theoretical developments, with an ability to critically analyse and apply this theory in live business situations. Particular focus is given to the rapidly emerging and evolving area of digital marketing and business analytics. Graduates of the MBS (Marketing Stream) will develop knowledge and skills of contemporary marketing practice, and an ability to apply it in a “real-world” environment.
The MBS (Marketing Stream) is one-year full time or two-years part time taught programme aimed at preparing graduates for marketing and sales careers within organisations. Through our interactions with companies, SETU School of Business has identified a need to provide an innovative and practice-based marketing programme which will prepare graduates for roles in marketing, branding, product development, sales, market research and international sales practice. The course was developed in collaboration with key stakeholders such as the South East branch of the Marketing Institute of Ireland and partner companies from the region including Glanbia and Flahavans.
The course addresses a clear need for graduates skilled in the application of specialist marketing techniques. Graduates are equipped with the expertise to trade domestically and internationally, create and execute advertising campaigns, collect and analyse data relating to market opportunities, manage customer relationships, develop and execute digital marketing strategies, and participate in the viability testing and launch of new product concepts.
The Master of Business (Marketing Stream) is distinguished by the depth and breadth of the theoretical and practice based material addressed. The programme facilitates students in developing a keen critical awareness of core business concepts, as well as allowing them to specialise in contemporary marketing theory and practice. Emphasis is placed on integrating key theoretical developments, with an ability to critically analyse and apply this theory in live business situations. Particular focus is given to the rapidly emerging and evolving area of Digital Marketing.
Unique features
Innovative mix of core business modules and discipline specific Marketing modules.
Intensive focus on practice-based learning, with many modules incorporating live interaction with organisations in problem solving situations.
Research-led and informed curriculum with an opportunity to undertake both academic and applied research.
Exposure to the unique blend of theoretical and practical concepts in business formation and development as well we reflective practice.
Opportunity to learn from business leaders through our Contemporary Issues in Business seminar series which is designed to facilitate an in-depth understanding of contemporary aspects of business and the application to practice
Access to our new state of the art Digital Marketing Lab kindly sponsored by Salesforce.
Experience best business practice in a global environment via our International Study Tour module.
Modules flexibly delivered at a time that suits students, for those taking the course full time, they can attend on Tuesday and Thursday afternoons/evenings and for the part-time cohort, they can attend on Thursday afternoon/evening.
Who is the Master of Business (Marketing Stream) for?
If you have a degree in marketing or a general business degree with a marketing major/specialization and you would like to pursue a career in marketing, then this programme has been designed with you in mind.
The course aims to equip graduates with modern tools for effective decision making and to provide them with the ability to evaluate their decisions in the context of complex institutional frameworks.
The specific objectives are:
To equip students with an advanced level of knowledge of the theories, models and practice in their subject specialisation together with an understanding of how each integrates within the wider business environment.
To foster a learning environment that stimulates the personal and professional development of students in an interdisciplinary format.
To develop high levels of proficiency in research through the undertaking of a dissertation project in a chosen area.
To focus on an exploration of the interrelationships across business functions using case studies with a view towards documenting best practice.
To facilitate the transition from college to the world of work.
Please note: The Master of Business (Marketing Stream) is offered both full time and part time mode. If you are interested in pursuing the programme part time please contact Dr. Paul Morrissey at [email protected]
Delivery
This programme will be delivered in the afternoon on Tuesday, Wednesday and Thursday (1.15pm-8pm). The majority of classes will be facilitated in-person at our Waterford campus. Students will be required to attend for all classes, as well as independent study. In semester 2, students are supported to participate in a week-long study programme to Brussels. Again, this is a mandatory module which is fully assessed, and students will be required to attend the study programme. Finally, in semesters 2 and 3 of the course, students will be required to attend preparation workshops and classes for the three Research Papers which comprise the final stage of the course.
Master of Business Brochure | All Streams
Semester 1
Semester 2
Semester 3
Business Simulation 1
Business Simulation 2
Dissertation
Contemporary Issues in Business
International Study Trip
or
Research Methods
Applied Consultancy
Applied Business Project
Innovation Management & Design
Reputation Management
or
Contemporary Sales & Marketing Practice
Customer Retention Management
Research Paper Series 1: Applied Research Methods Paper
Strategic Marketing Planning
Strategic Digital Marketing
Research Paper Series 2: International Business and Politics Paper
Research Paper Series 3: Governance and Ethics Paper
Note: In semester 3 students will complete a dissertation or applied business project or the 3 research papers.
A H1 or 2.1 overall award in a strong specialist business marketing undergraduate degree or a general business undergraduate degree with a marketing major/specialism.
Students from a non-business degree (example - BA in Hospitality Management) must have taken relevant business modules during one year of their studies and achieved a minimum grade of 60% in those subjects.
In some instances graduates who have achieved a 2nd class honours grade 2 in the degrees listed above and who can demonstrate a high level of performance in the marketing related subjects may be considered for interview and short listing.
Applicants whose first language is not English must submit evidence of competency in English.
If you wish to pursue the Master of Business (Marketing Stream) in a part time capacity please contact the programme director Dr. Paul Morrissey at [email protected] who will discuss this in more detail with you.
Once our application portal opens, the link to apply will appear on the course page above.
Subject to satisfying the aforementioned entry criteria, applicants will be offered places on a first-come-first-served basis per their application submission.
Staff in the business school have nurtured important relationships with industry and the professional bodies over many years and these companies contact us regularly with employment opportunities. The MBS (Marketing Stream) is closely aligned to the RIKON research group and Walton Institute which provide an easily accessible network for our students to be informed on current ideas, thinking and employment opportunities in industry. SETU also has a well-established Careers Centre and website providing support and advice to students.
Career prospects for Master of Business (Marketing Stream) graduates are excellent with graduates employed in a large number of areas ranging from digital marketing, marketing consultancy and advertising creation, to brand & reputation management. Our graduates work in marketing roles at some of the following companies: Salesforce, Glanbia, Chia Bia, Agora Group, Bord Bia, Rothco, Paddy Power and Ryanair amongst others.
A graduate may also apply for further postgraduate Level 10 studies, such as a PhD by Research in SETU or to other third level institutions, either nationally or internationally.
Student Testimonials
“The MBS (Marketing Stream) was a very demanding but rewarding course. You were straight in at the deep end with class and projects, most of which struck a nice balance between research and creativity, I think this is very important especially in the field of marketing. There were regular guest speakers from industry who brought a practical dimension to it all and a research field trip to Brussels. Some of our classes were mixed with other MBS streams, and through group projects and socialising I made some great friends. Overall it was an experience that was daunting at first, but in retrospect, one I also thoroughly enjoyed.”
-Luke Abbot - Account Director at BBH London
“The MBS (Marketing Stream) was an exciting and very practical programme. The applied nature of the programme broadened my knowledge of contemporary business. I feel that it really equipped me with a skill set that allowed me to flourish in my current Marketing role.”
-Laura O’Brien - Brand Manager at Xpert Professional UK & IE
“We interact regularly with the staff and students of the MBS - (Marketing Stream), giving feedback on the design and content of the programme and we have also been lucky enough to employ a number of excellent graduates from the MBS. As an employer I am impressed with the knowledge and skills of the graduates that we have worked with and would have no hesitation in endorsing the quality of the MBS Marketing programme.”
-Liam Curham - Dataworks: Chief Executive Officer
"The MBS degree I completed at the Waterford campus has been hugely beneficial to my career. The theoretical and practical elements were thoroughly insightful and ensured I was better prepared for my first few years in the industry. I still find that holding an MBS degree from here positively differentiates me from other candidates and catches the eye of prospective companies and employers. While I knew a degree from this University was well regarded in Ireland, I discovered that this was also the case in the UK when I moved to London in 2013. While it's great to have a degree that stands out on a CV, the biggest benefit for me in completing the MBS was how much I learned over the course of a year that is still beneficial to me today. I would highly recommend the MBS course to any prospective students."
-Cian McDonagh - Director of the Digital Strategy, Marketing & Communications group function in MHL Hotel Collection
This programme is open to international applicants, providing a supportive and dynamic learning environment. International applicants are encouraged to apply online through the international admissions portal. The application process typically requires academic transcripts, proof of English language proficiency, a personal statement, and relevant supporting documents. For detailed entry requirements and deadlines, visit our Study at SETU section of the website.
