| Program start date | Application deadline |
| 2026-09-01 | - |
| 2027-01-01 | - |
| 2027-09-01 | - |
Program Overview
MSc Marketing with Advanced Practice
Overview
Transforming you into a strategic thinking marketing professional who gets results using the latest digital marketing tools and strategies.
Summary
Do you want to progress your professional career in Marketing? Are you looking for ways to develop your analytics, digital, creativity, innovation and entrepreneurship skills? The MSc Marketing programme will transform you into a strategic thinking marketing professional giving you the digital tools, tactics and mindset to continually learn, evolve and get results.
With over 40 years’ experience providing professional marketing education we have collaborated with industry and international partners to create a current and professionally relevant course sure to nurture, challenge and empower you.
Covering topics such as Principles of Marketing, Marketing Analytics, Strategic and Applied Digital Marketing, Marketing Innovation, Sustainability Marketing and Global Marketing. The content is designed to provide you with insight and knowledge that will help you make an impact in your current and future roles.
On completion of the course you will graduate digital ready to drive business success, identify new business trends, deliver complex business solutions and build customer relationships, helping you make meaningful change and get results.
About this course
About
An intensive and rewarding course, the MSc Marketing programme will provide you with the analytical and digital skills and knowledge to improve your employability, opening doors to further opportunity and allowing you to be results driven.
Using the latest academic research and professional marketing practice, stay one step ahead when it comes to current market demands and trends and gain the confidence to make decisions that make a difference.
An opportunity to network with a diverse group of business minded individuals you will be taught to challenge accepted conventions by developing marketing strategies in real life business contexts. 100% coursework assessed you will study topics such as Strategy and Innovation, Digital Marketing Communications, Marketing Analytics, Foundations in Management, Marketing Management and Global Marketing.
Putting what you have learned into practice, you will get the opportunity to solve a real-life business issue in an applied project, working in virtual international teams to push boundaries and develop a disruptive business idea.
Taught at Ulster University Business School (UUBS) a forward thinking and well-connected institution (a member of the UK's Chartered Association of Business Schools, the Harvard Business School’s Microeconomics of Competitiveness Affiliate Network, and a collaborator with Babson College, Boston) we are ranked 7th in the UK for our research impact (REF 2014). With an 89% student satisfaction rate (National Student Survey, 2018), UUBS is an excellent place to study alongside an international student body providing you with a diverse network to share ideas and experience.
A chance to improve your employability, this advanced study will enhance your lifelong learning capabilities and develop your digital, analytical, presentation and evaluation skills to perform successfully in today’s dynamic marketplace.
Modules
- Semester 1 modules
- Principles of Marketing (20 credits) Marketing is a business activity that identified an organisations customer's needs and wants, determines which markets to best serve and designs the appropriate products to serve those chosen markets. Marketing is more than just an organisational activity - it is a business philosophy that impacts upon the entire organisation. This module is designed for MSc Marketing student from cognate and non-cognate backgrounds to introduce them to and develop their understanding of the nature, scope and breadth of the fundamental concepts and principles of marketing.
- Project Management (20 credits) Project management provides structure and control of the project environment so that the agreed activities will produce the right products or services to meet the customer's expectations. Projects are temporary structures, which must be properly managed and controlled in order to meet their stated objectives. In today's business environment most companies organise their workload into projects. This module provides students the skills and tools to successfully complete and manage projects by stepping through the processes required.
- Marketing Innovation (20 credits) This module focuses on developing an understanding of Marketing as a business function whilst providing students the skills that marketers adopt to enable innovation within their organisations. It provides an understanding of how organisations deal with the challenges of a fast-moving marketplace. It aims to provide students with the knowledge and skills to understand the relationship between marketing and innovation whilst recognising the key factors in building and nurturing innovation within the marketing function. Students will also learn how to use internal and external marketing in supporting specific innovations.
- Semester 2 Modules
- Marketing Analytics (20 credits) This module will seek to provide students with an in-depth understanding of qualitative and quantitative data analysis methods. Students will use the latest analytics software packages to digitally research defined problems and develop business reports that present this data in a coherent manner. They will study their application to both business and academic contexts. Students will learn to manipulate data from a variety of industry databases and social media sites such as Facebook and LinkedIn analytics. The module will focus on the analysis and interpretation of primary and secondary data.
- Strategic and Applied Digital Marketing (20 credits) Digital Marketing has become the central focus for entrepreneurs, enterprises and organisations seeking to reach, engage, co-create and develop deeper relationships with their consumer 'tribes'. In an age of ubiquitous connectivity and a demand for real-time and personalised engagement, this module will give participants an understanding of what that means for those involved in delivering richer and more productive consumer experiences through digital marketing platforms. This module seeks to provide learners with practical, real-world examples of technologies meeting the demands of such connected consumers and utilises a project based approach to promote active, deeper learning of the unfolding opportunities through Digital Marketing.
- Global Marketing (20 credits) Given the importance of export-led growth, particularly in terms of a small peripheral economy such as Northern Ireland, this module examines exporting and broader forms of global marketing. The factors that impact upon internationalisation will be examined, and firm level processes and decision making will be considered within the context of the broader international marketing environment. The module covers a range of concepts, issues and practices that are relevant to the study of global marketing.
- Semester 3 Optional
- Advanced Practice Pathway (optional, to be completed before the Entrepreneurial Marketing module and Applied Marketing Project) Students who have successfully completed the MSc Marketing programme’s first 6 taught modules. are eligible to select the Internship and Professional Development Project module or Applied Consulting Project module in order to undertake the pathway Advanced Practice.
- Internship & Professional Development Project (60 credits) The purpose of the Internship and Professional Development Project module is to both enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem, and, additionally, to provide students with experience of selling themselves to employers, gaining employment and acquiring and developing workplace skills, which will enhance their future career prospects. As part of the process students carry out primary or secondary research within an organisational setting; this will involve the selection of appropriate research methods to solve a "live" management problem. The results will be presented in the form of an academic internship report. They also produce a Reflective Professional Development Portfolio, which increases their awareness of their journey through their respective programme and their internship, specifically. The module is designed to enhance employability and career prospects and to build confidence through gaining experience in a business environment. It also serves as an integrating mechanism for all course content as well as developing analytical, evaluative and project management skills.
- OR
- Applied Consulting Project (60 credits) This applied module enhances the practical and employability skills of students by requiring them to undertake consultancy projects for real life case study clients. The module requires students to draw on relevant theories from previously studied MSc International Business modules, and to apply these in international business contexts, to deliver valuable project outcomes for client companies. The core elements of the module are company and industry specific, however, the international context of the projects will enhance students' development of a strategic, global citizenship perspective.
- Semester 3 modules (students who do not take advanced practice pathway) or Semester 4 modules (advanced practice pathway students)
- Marketing for Sustainable Futures (20 credits) This module will develop student awareness and understanding of individual and organisational sustainability marketing, and the role of business and policymakers regarding the UN Sustainable Development Goals (SDGs). Students will learn the importance of holistic sustainability marketing implementation and how entrepreneurship can be harnessed to overcome sustainability challenges and achieve sustainable opportunities.
- Applied Marketing Project (40 credits) The purpose behind the Applied Marketing Project is to enable students to apply knowledge and skills acquired throughout the course to an organisational issue or problem. This module serves as an integrating mechanism for all other modules as well as developing powers of analysis and evaluation and project management skills. This module follows on from the Marketing Analytics module that students undertook in order to develop the appropriate skills to complete an applied marketing project efficiently and effectively.
Attendance
All modules are delivered 'executive style' in a flexible four-day block format and can be paced to individual needs. These four day-blocks are one day a week from 9-5. One module is delivered every 4 weeks during each semester.
The full-time MSc with Advanced Practice is completed in two years. Full-time participants can also exit with a PgCert after successful completion of one semester (four modules) or alternatively exit with a PgDip after successful completion of two semesters (eight modules).
Start dates
- September 2026
- January 2027
Teaching, Learning and Assessment
The University employs over 1,000 suitably qualified and experienced academic staff - 59% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (25%), Readers, Senior Lecturers (18%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic staff (81%) are accredited fellows of the Higher Education Academy (HEA) - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Teaching is delivered via four day interactive workshops led by leading academics and supported by industry experts. This student-centred approach focuses on individual needs to deliver relevant up to date content that presents current business strategies. This interactive approach will allow you to be creative and innovative with solutions and engage in new business approaches.
Learning is inspired by thought provoking workshops that will immerse you in new ways of solving business problems relating to Marketing.
Assessment is 100% coursework to include assessment workshops, and consists of live business cases within local businesses. You will deliver high impact business presentations to panels of marketers and industry experts that add direct value to the local business community. This innovative approach will allow you to grow professionally providing you with quality examples for graduate interviews.
Academic profile
The University employs over 1,000 suitably qualified and experienced academic staff - 60% have PhDs in their subject field and many have professional body recognition.
Courses are taught by staff who are Professors (19%), Readers, Senior Lecturers (22%) or Lecturers (57%).
We require most academic staff to be qualified to teach in higher education: 82% hold either Postgraduate Certificates in Higher Education Practice or higher. Most academic and learning support staff (85%) are recognised as fellows of the Higher Education Academy (HEA) by Advance HE - the university sector professional body for teaching and learning. Many academic and technical staff hold other professional body designations related to their subject or scholarly practice.
The profiles of many academic staff can be found on the University’s departmental websites and give a detailed insight into the range of staffing and expertise. The precise staffing for a course will depend on the department(s) involved and the availability and management of staff. This is subject to change annually and is confirmed in the timetable issued at the start of the course.
Occasionally, teaching may be supplemented by suitably qualified part-time staff (usually qualified researchers) and specialist guest lecturers. In these cases, all staff are inducted, mostly through our staff development programme ‘First Steps to Teaching’. In some cases, usually for provision in one of our out-centres, Recognised University Teachers are involved, supported by the University in suitable professional development for teaching.
Standard entry conditions
We recognise a range of qualifications for admission to our courses. In addition to the specific entry conditions for this course you must also meet the University’s General Entrance Requirements.
Entry Requirements
Applicants should normally possess a second class honours degree or better in any discipline, or an equivalent qualification. They must also possess a level of English language competency acceptable to the University.
Exceptionally, applicants who do not possess academic qualifications at the appropriate level but have substantial relevant work experience may be considered for admittance in accordance with the Faculty’s Accreditation of Prior Learning policy.
English Language Requirements
English language requirements for international applicants The minimum requirement for this course is Academic IELTS 6.0 with no band score less than 5.5. Trinity ISE: Pass at level III also meets this requirement for Tier 4 visa purposes.
Ulster recognises a number of other English language tests and comparable IELTS equivalent scores.
Careers & opportunities
Career options
The average starting salaries for graduate trainees in marketing is £21,461, the average the salary for a marketing manager is£37,305 , a senior brand or product manager earns an average salary of £48,296 and the average salary for a marketing director is £77,799.
Students should be eligible to apply for marketing positions across public and private sector organisations. Additionally, the skills acquired through completing the programme 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.
Work placement / study abroad
There is no defined work placement on this programme, however those students choosing to complete the Advanced Practice Pathway will gain valuable experience of working with a business to complete a defined project.
Fees and funding
10% Alumni Discount
Are you a graduate of Ulster University? Did you know you could be eligible for a 10% fees discount.
Tuition Fee Loans Available
Students domiciled in Northern Ireland, Republic of Ireland and UK students can apply to Student Finance NI for a Tuition Fee loan of up to £6,500 (subject to eligibility).
2026/27 Fees
Postgraduate fees are subject to annual review, 2026/27 fees will be announced in due course.
See our tuition fees page for the current fees for 2025/26 entry.
Scholarships, awards and prizes
Whale Award - Best Student on Global Marketing Module
Shredbank Award - Best Student on Marketing for Sustainable Futures Module
View Available Scholarships
See if you can access financial or other forms of support, including mentorship to excel in your studies.
Additional mandatory costs
It is important to remember that costs associated with accommodation, travel (including car parking charges) and normal living will need to be covered in addition to tuition fees.
Where a course has additional mandatory expenses (in addition to tuition fees) we make every effort to highlight them above. We aim to provide students with the learning materials needed to support their studies. Our libraries are a valuable resource with an extensive collection of books and journals, as well as first-class facilities and IT equipment. Computer suites and free Wi-Fi are also available on each of the campuses.
There are additional fees for graduation ceremonies, examination resits and library fines.
Students choosing a period of paid work placement or study abroad as a part of their course should be aware that there may be additional travel and living costs, as well as tuition fees.
See the tuition fees on our student guide for most up to date costs.