Marketing, Consumption and Society - MSc

During this programme, you will:  

• Develop a strong understanding of marketing as both a business philosophy and an organisational function. 

• Critically engage with major theoretical debates and contemporary issues shaping the discipline. 

• Examine consumer culture and behaviour and reflect on marketing’s responsibilities to both organisations and society. 

• Gain knowledge of key research philosophies, methodologies, and practices in marketing. 

• Undertake independent research on an important topic within the field. 

• Build essential personal and professional skills including decision-making, creativity, collaboration, and critical reflection. 

Key Information:  

• Complete full-time over one year   

• Delivered on campus  
   
• Modules taught during autumn and spring semesters   

• You will submit a research paper at the end of the summer semester 

• Option to pursue a dual degree with a choice of five prestigious French business schools. For more information, please see here: Masters Dual Degree | University of Limerick  

You will learn through a blend of:   

• Lectures, workshops, and hands-on activities   
   
• Reflective practice and guided research   
   
• Regular feedback from faculty and peers 

Year 1  

Autumn Semester 

• Marketing Theory (MK6111) provides a critical perspective on the concepts at the centre of the marketing enterprise. 

• Consumption & Consumer Culture (MK6131) explores the nature and dynamics of consumer culture and the business of consumption. 

• Marketing & Society (MK6121) combines theoretical reflection and practical discussion on key issues concerning marketing’s impact on society. 

• Research Philosophy & Methodology in Marketing (MK6141) provides a background to debates around the philosophy of marketing science. 

Spring Semester 

• Marketing Leadership (MK6112) explores the strategic role of marketing in the modern organisation and the dynamics of marketing leadership. 

• Strategic Marketing Decision Making (MK6162) uses case study and computerised simulations to assess and learn from factual scenarios. 

• Marketing in Popular Culture (MK6132) examines the impact of consumption symbolism and marketing imagery in works of popular culture. 

• Ethnography for Consumer Research (MK6122) introduces the principles and practice of consumer ethnography with a strong emphasis on the practical application of learning. 

• Digital and Social Media Marketing (MK6152) examines the rapidly growing domain of digital marketing. 

Summer Semester 

• Research Paper (MK6103) facilitates students in the production of an independent  research paper. 

Books and journal articles needed for the course will be available online through the UL Glucksman Library. 

For more information on each module, you can search the faculty, school and module code on UL’s Book of Modules 

• Applicants should hold a bachelor’s degree (NFQ Level 8,) with at least a second class honours, grade 2 (2:2), from a range of relevant disciplines (such as business studies, cultural studies, media studies and sociology). 

International students:  

• For details on country-specific qualifications visit postgraduate entry requirements for international students. 

Checklist of Documents: 

• *Academic transcripts and certificates
  • UL graduates only need to provide their student ID.
• Copy of your birth certificate or passport
• Copy of your CV
• English translation of your qualifications and transcripts 

English Language: 

• English Language Competency certificate
• For details on accepted language qualifications visit English Language Requirements 

Guidelines on Completing your Application  

• To make sure we can review your application quickly, please:
  • Upload all documents. Your application can’t be reviewed until we have all the documents on the checklist. 
  • Title the documents you are uploading. For example, "Personal Statement", "Undergraduate Transcript", "Postgraduate Transcript", "English Language Certificate" etc. 
• *If you are waiting to graduate, submit your application with the documents you have to date, you don’t need to have finished final exams before applying

EU - €10,300

Non- EU - €18,600

Annual fees are billed by semester. Once registered, students may be eligible to apply for a monthly payment plan.

Further information on fees and payment of fees is available from the Student Fees Office website. All fee related queries should be directed to the Student Fees Office (Phone: +353 61 213 007 or email student.fees.office@ul.ie).  

 
Funding  

Find further information on funding and scholarships.

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

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This course can lead to the following sectors and careers:  

• Marketing management 
• Public sector marketing 
• Creative marketing 
• Brand Management 
• Consumer Insights 

“This programme cultivates critical, creative and reflective thinking. Students will develop a critical understanding of diverse marketing perspectives and approaches, and the tools to generate deep insights through immersion in marketing and consumption contexts.” 

Still Curious?

Learn more about the MSc in Marketing, Consumption & Society from the course director, Dr Maria Lichrou. 

Q & A with Dr. Maria Lichrou