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Marketing, Consumption and Society MSc

Course Details


Available: Full- Time

Duration: 1 Year

Award: Masters

Faculty: Kemmy Business School

Course Type: Taught

Fees: For Information on Fees, see section below.


Brid Henley
Taught Postgraduate Programmes Kemmy Business School
+ 353 61 202665
Dr Maria Lichrou
Department of Management & Marketing

Brief Description

This programme provides a comprehensive marketing education through exposure to key theoretical tenets coupled with reflective engagement on the interface between marketing and consumption in contemporary society.  Providing ‘real world’ experience through ‘live’ projects, the programme includes specialist laboratory and computer facilities and incorporates a residential workshop.

The MSc in Marketing, Consumption & Society aims to provide candidates with a comprehensive marketing education through an exposure to key theoretical tenets of the field coupled with a reflective engagement on the interface between marketing and the nature of consumption in contemporary society. Thus, the programme aims to equip candidates with a thorough grounding in marketing theory and research, provide a comprehensive understanding of consumer culture, and instil an appreciation of marketing's responsibilities to organisations and to society.


Among the core objectives of the programme are:

  • To provide an understanding of marketing as a business philosophy and organisational function.
  • To foster a critical appreciation of the discipline's major theoretical debates.
  • To develop a discerning recognition of the role marketing plays in, and responsibilities marketing has to the firm and to society as a whole.
  • To identify the nature of consumer culture and to critically examine consumption decisions and behaviours.
  • To nurture a judicious understanding of the issues and trends currently affecting the practice of marketing.
  • To develop a theoretical and practical understanding of epistemological alternatives relevant to the pursuit of marketing knowledge.
  • To provide a practical overview of the variety of methodological procedures relevant to the pursuit of marketing knowledge.
  • To support the production of an independent piece of research on a subject of importance to the discipline of marketing.
  • To develop key personal and professional skills in areas including decision-making, creativity, reflexivity, collaboration, and narrativity.

The MSc. in Marketing, Consumption & Society is a one-year, full-time programme. The programme consists of two semesters and a research paper to be completed over the Summer.

Semester 1 Semester 2 Summer
  • MK6111 Marketing Theory
  • MK6131 Consumption & Consumer Culture
  • MK6121 Marketing & Society
  • MK6141 Research Philosophy & Methodology in Marketing
  • MK6112 Marketing Leadership
  • MK6162 Strategic Marketing Decision Making
  • MK6132 Marketing in Popular Culture
  • MK6122 Ethnography for Consumer Research
  • MK6152 Digital and Social Media Marketing
  • MK6103 Research Paper

Content of modules can be found by using the search option on the book of modules

The minimum entry requirement is normally a 2:2 honours primary degree (Level 8 - National Qualifications Authority of Ireland) or the overseas equivalent as determined by the Programme Team in consultation with University of Limerick Graduate School Admissions. The nature of the programme allows for consideration of applicants from a range of cognate disciplines (for example, business studies, cultural studies, media studies, sociology etc.) where they will have been exposed to learning with regard to the discipline and practice of Marketing and/or consumer society.

Where candidates are non-native English language speakers, certified demonstrable achievement in TOEFL English Language Competency Test will be required.
Candidates may be interviewed as part of the selection process to determine their suitability.


  • Qualification transcripts and certificates
  • English language qualification if English is not your first language
  • Certified English translations of your transcripts/certificates where the originals are in a language other than English.
  • A copy of your birth certificate (long document)


To ensure a speedy assessment of your application, please upload the above documents with your application form. 
Please title appropriately any documents you are uploading with the application form, for example "Supporting Statement", "Undergraduate Transcript", "Postgraduate Transcript", "English Language Certificate" etc.

English Language Requirements

Applicants whose first language is not English must provide evidence of either prior successful completion of a degree qualification taught through the medium of English or meet one of the criteria below (no longer than two years prior to application):

Acceptable English Language qualifications include the following:

  • Matriculation examinations from European countries where English is presented as a subject and an acceptable level is achieved
  • Irish Leaving Certificate English –Ordinary Level Grade D or above
  • TOEFL – 580 (paper based) or 90 (internet based)
  • IELTS – Minimum score of 6.5 with no less than 6 in any one component.
  • English Test for English and Academic Purposes (ETAPP) – Grade C1
  • GCE ‘O’ level English Language/GCSE English Language – Grade C or above
  • University of Cambridge ESOL –Certificate of Proficiency in English - Grade C / Certificate in Advanced English Grade A
  • GCE Examination Boards – Oxford Delegacy of Local Examinations – Grade C / Cambridge Local Examinations Syndicate – School Certificate Pass 1-6 / University of London Entrance and School Examinations Council – School Certificate Pass 1-6

Results in examinations other than those listed above may also be accepted as meeting our English language requirements. Contact the International Education Division for advice.


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For information on funding and scholarships please click here.

The programme is designed to prepare graduates for careers in Marketing Management, Public Sector Marketing & Creative Marketing.