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MBus in Marketing and Management Strategy

Course Code: N/A




1 Year


Marketing, Enterprise & Digital Communications

CAO Points

Course Type

Postgraduate Taught courses



This programme is aimed primarily at learners interested in acquiring a highly practical level 9 qualification in Marketing and Management strategy. The programme is preceded by a compulsory, one week induction programme. This Masters Degree Programme builds the student’s practical marketing and management strategy skills through a combination of problem based learning and direct contact with industry.

This programme is structured to maximise the students’ practice based learning and involves extensive active student participation. To facilitate student activity, the programme employs a problem based learning philosophy (PBL). This means that students are constantly challenged to apply learning and theory to real world situations and to devise appropriate solutions. Furthermore, learners present projects and solutions to industry panels. The aim of the programme is to prepare students for the demands of marketing and management positions in a rapidly changing, knowledge-based economy. Participating companies also benefit from analysis and research assistance.

What are the entry requirements?

An honours degree in business management and/or marketing with a minimum award of Second Class Honour Grade 2


A primary degree business management and/or marketing OR an appropriate professional business qualification AND at least 2 years relevant professional experience/responsibility.

An interview may form part of the selection process.

Who can I contact?

What modules will I study?

  • Year 1

    Title: Integrated Marketing Communications (incl.New Media)

    Credits: 10 Credits

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    This module will assist students in understanding and using modern marketing communication tools, and in applying these tools to identified situations. Students will be asked to research and apply marketing communications theory to a variety of business contexts. Real-world problems will be used to engage students in the analysis of situations and the development of solutions. This will require a depth and breadth of knowledge and the acquisition of skills and competences reflecting those used by professional practitioners.

    Title: Financial Analysis for Management Decisions

    Credits: 10 Credits

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    This module will engage students in key financial matters that influence the success or otherwise of organisations.  The module will emphasis the importance of financial management in the planning and control of corporate activities.  Learners will be immersed in the tecnicalities of financial analysis with an emphasis on understanding, explaining and rationalising the information profuced with each activity.  The emphasis will be at a strategic level aimed to provide learners with the knowledge, skills and financial competences to successfully pursue careers in management. 

    Title: Business Research Methods

    Credits: 10 Credits

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    On completion of this module, the academic and/or business manager will be able to identify, understand and solve complex management problems using various research methods and tools.

    This module focuses on the analysis of business problems and the use of scientific research as a problem-solving tool. This encompasses the understanding and application of appropriate research designs, research statistics, data analysis techniques, and report writing and presentation.

    Title: Dissertation

    Credits: 20 Credits

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    This is a capstone module which draws from modules delivered throughout the programme.  The aim of the module is to encourage learners to develop integrative learning and critical reflection as they bring together a range of concepts, theories, frameworks and practices within a research
    setting.  The module focuses on the preparation of a research proposal; analysis and synthesis of extant literature at the forefront of the candidate's research interest; application of the findings from literature review to the design, testing and execution of an indepth, primary research study; interpretation and reporting of findings; and the application of both secondary and primary findings to the preparation of clear, well justified conclusions which addess the original aims and objectives of the research.




    Title: Planning, Strategy and Innovation

    Credits: 20 Credits

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    The aim of this module is to develop learners’ abilities to analyse the factors which will determine whether a firm excels, survives or fails. Furthermore, this module aims to provide learners with the tools necessary to prescribe long-term plans, strategies and innovations which will enable firms to achieve their corporate objectives. Business environments will be analysed so that proposed strategies are comprehensively developed. A broad approach will be used, which will fuse the disciplinary underpinnings of planning, strategy and innovation.

    Title: Consumer Behaviour and Relationship Management

    Credits: 10 Credits

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    The aim of this module is to develop learners’ abilities to analyse the critical issues in consumer behaviour thought and practice, including an understanding of consumer choice processes, the effects of experience and learning, attitude formation, social networks and their impact on consumption, segmentation, brand management and communications processes. Furthermore, this module will explore the theories and concepts of relationship management in various contexts including industrial, services and mass consumer markets. Issues are explored through theoretical frameworks, market research, experiments and detailed case studies.

    Title: Branding and Product Management & Commercialisation

    Credits: 10 Credits

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    This module aims to provide students with an understanding of, and an ability to evaluate, the importance of branding within the arena of contemporary marketing. The module also requires students to consider the implications of product development at all stages of design and commercialisation. Students will be actively involved in the appreciation of the role branding has to play in the development and commercialisation of products and services.

    Students will actively demonstrate, throughout the module, a thorough understanding of the theoretical and practical aspects of developing a strong brand image and appreciate the benefits of strong brand loyalty in the marketplace.

    It is anticipated that students will already be familiar with some of the underlying building blocks leading to a full appreciation of the core concepts of this module. These building blocks would include the following key topics: brand name development, identity, parity, innovation, and creativity.

What are the career prospects?

Potential job opportunities include:

  • Marketing Manager
  • Marketing Account Executive
  • Account Manager
  • Researcher
  • HR Advisor
  • Digital Media Marketing Manager

More Information

The programme commences in September each year subject to sufficient demand. Places will be offered throughout the academic year on receipt of an application form, so please apply as early as possible. Final closing date for applications, should places still be available, is mid-September in the year the candidate wishes to commence the programme.



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