| Program start date | Application deadline |
| 2024-09-01 | - |
| 2025-01-01 | - |
Program Overview
The Marketing MSc at Ulster University equips students with analytical and digital marketing skills to enhance their employability and drive business success. Through interactive workshops and real-life business cases, students develop strategic thinking and decision-making abilities, preparing them for careers in marketing management and beyond. The program offers flexible part-time study options and culminates in an applied project that solves real-world business issues.
Program Outline
Marketing MSc at Ulster University 2024/25 entry - Part-time Postgraduate Study in Belfast
Degree Overview:
Objectives:
- Develop students' analytical and digital skills in marketing.
- Enable them to become strategic thinkers who get results.
- Provide them with the confidence to make decisions that make a difference.
- Help them to become digital-ready to drive business success, identify new business trends, deliver complex business solutions, and build customer relationships.
Program Description:
This program uses the latest academic research and professional marketing practices to stay ahead of current market demands and trends. It provides students with the confidence to make decisions that make a difference. Students will be taught to challenge accepted conventions by developing marketing strategies in real-life business contexts. They will also learn how to use internal and external marketing to support specific innovations. The program culminates in an applied project, where students will solve a real-life business issue in an international team, pushing boundaries and developing a disruptive business idea.
Outline:
Semester 1:
- Fundamental of Management (20 credits): Provides students with a framework for understanding strategic goals of management, appropriate organizational structures, management's role in delivering strategic goals, and identifying suitable strategies for organizational growth.
- Project Management (20 credits): Provides students with the skills and tools to successfully complete and manage projects by stepping through the required processes.
- Marketing Innovation (20 credits): Develops understanding of marketing as a business function, equips students with skills for innovation within organizations, provides an understanding of how organizations deal with challenges of a fast-moving marketplace, and aims to equip students with the knowledge and skills to understand the relationship between marketing and innovation.
Semester 2:
- Marketing Analytics (20 credits): Provides students with an in-depth understanding of qualitative and quantitative data analysis methods, using the latest analytics software packages to digitally research defined problems and develop business reports presenting data in a coherent manner, studying their application to both business and academic contexts, and learning to manipulate data from various industry databases and social media sites.
- Strategic and Applied Digital Marketing (20 credits): Provides learners with an understanding of what digital marketing means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms, gives participants an understanding of technologies meeting the demands of connected consumers, utilizes a project-based approach to promote active, deeper learning of unfolding opportunities through Digital Marketing, and seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers.
- Global Marketing (20 credits): Examines exporting and broader forms of global marketing, considers factors impacting internationalization, and examines firm-level processes and decision-making within the broader international marketing environment. Covers a range of concepts, issues, and practices relevant to the study of global marketing.
Semester 3:
- Advanced Practice Pathway (Optional): Students who have successfully completed the first 6 taught modules are eligible to select either the Internship & Professional Development Project module or the Applied Consulting Project module.
- Internship & Professional Development Project (60 credits): Enables students to apply knowledge and skills acquired throughout the course to an organizational issue or problem, provides students with experience of selling themselves to employers, gaining employment, and acquiring and developing workplace skills to enhance future career prospects, and involves students carrying out primary or secondary research within an organizational setting, selecting appropriate research methods to solve a "live" management problem, and presenting the results in the form of an academic internship report.
- Applied Consulting Project (60 credits): Enhances the practical and employability skills of students by requiring them to undertake consultancy projects for real-life case study clients, draws on relevant theories from previously studied MSc International Business modules, and applies them in international business contexts to deliver valuable project outcomes for client companies.
- Sustainability Marketing (20 credits): Develops student awareness and understanding of individual and organizational sustainability marketing and the role of business and policymakers regarding the UN Sustainable Development Goals (SDGs), teaches students the importance of holistic sustainability marketing implementation, and explores how entrepreneurship can be harnessed to overcome sustainability challenges and achieve sustainable opportunities.
Semester 3 (For those not taking advanced practice pathway) or Semester 4 (For advanced practice pathway students):
- Applied Marketing Project (40 credits): Enables students to apply knowledge and skills acquired throughout the course to an organizational issue or problem. Serves as an integrating mechanism for all other modules and develops skills in analysis, evaluation, and project management. Follows the Marketing Analytics module to develop the appropriate skills to complete an applied marketing project efficiently and effectively.
Assessment:
Assessment is 100% coursework and includes assessment workshops. Assessments consist of live business cases within local businesses. Students will deliver high-impact business presentations to panels of marketers and industry experts, adding direct value to the local business community. This innovative approach allows students to grow professionally and provides them with quality examples for graduate interviews.
Teaching:
Teaching is delivered via three-day interactive workshops led by leading academics and supported by industry experts. This student-centered approach focuses on individual needs to deliver relevant, up-to-date content that presents current business strategies. This interactive approach allows students to be creative and innovative with solutions and engage in new business approaches.
Careers:
The average starting salary for graduate trainees in marketing is ÂŁ21,461. The average salary for a marketing manager is ÂŁ37,305, a senior brand or product manager earns an average salary of ÂŁ48,296, and the average salary for a marketing director is ÂŁ77,799. Students should be eligible to apply for marketing positions across public and private sector organizations. Additionally, the skills acquired through completing the program have inspired some to set up their own businesses. Past students have gained employment within some of the major global consultancy companies such as PWC, KPMG, and Deloitte.
Other:
- The program is offered part-time and can be completed in two years.
- Students can exit with a PgCert after successfully completing three modules or with a PgDip after successfully completing six modules.
- All modules are delivered in an executive style in a flexible four-day block format that can be paced to individual needs.
- The program is available to start in September 2024 or January 2025.
