MSc in Marketing (online/blended)

  • NFQ Level 9
  • Credits 90
  • Course Code N/A
  • Award Taught Masters Degree by Thesis
  • Duration 1yr FT/ 2yrs PT

Course Summary

About the MSc Marketing

The M Sc. in Marketing programme prepares participants for a career in marketing at managerial or senior executive level-in the public and/or private sector. Candidates will develop their capacity to provide marketing insight and thought leadership in an organisation.

This course offers great flexibility to participants as it is delivered using both on-line lectures and residentials and you can tailor the modules to your own individual circumstances. You can complete all of the programme within one calendar year. You can study as many or as few modules as you wish, and you can study some of them on-line without the need to travel.

Graduates will gain the skills and abilities to build the reputation of the professional practice of marketing.

The course will be delivered through a combination of interactive learning, case studies, guest lectures, seminars and workshops.

Assessment will be based on a combination of continuous assessment and end of semester examinations.

This programme avails of IT Sligo’s expertise in on-line delivery and uses a blended delivery mode. This means that the programme will now be delivered using a combination of on-line delivery and traditional teaching methods. This is an exciting development in the HEI sector in Ireland to study a M.Sc in Marketing using a blended delivery mode.

The Programme Schedule is outlined below. Please note you can still complete the M.Sc in Marketing in one year as a full-time student. Furthermore, if studying as a full-time Masters student, the blended delivery mode does not in any way impact on any grant entitlement. Students must apply to SUSI directly to confirm eligibility at

An induction session takes place at the beginning of September which provides you with an opportunity to meet with your lecturers to get an overview of specific subject content and to meet with your peers. All exact dates and times of residentials and on-line delivery sessions will be provided at this session.

There will also be an on-line induction organised centrally by the Centre for Online Learning (COL). This session will explain in detail the on-line delivery mode and address any queries you may have.

Key Course Information

About this Programme

Semester 1

  • Marketing Ethics
  • Sales Practice
  • Global Marketing Practice
  • Digital Marketing L9
  • Entrepreneurship & Financial Analysis
  • Research Methods & MSc in Marketing 

Semester 2

  • Brand Management
  • Service Innovation & Leadership
  • Marketing in Society
  • Strategic Marketing Management
  • Professional Seminar Series

Semester 3

  • Dissertation MSc Marketing

All candidates must complete a Dissertation on a marketing related topic.

Delivery: Classroom/Online

Application Closing Date : 24th September 2021

Entry Requirements

A Level 8 Honours Degree (2.2) or equivalent professional qualification in a business related area or Higher Diploma in Business (Level 8 ) with a minimum of three specialist marketing modules at Level 7 and/ or 8.

Applicants who do not have a relevant Level 8 qualification may be considered for admission where they have minimum of seven years relevant business/marketing experience through IT Sligo’s RPL process.

Key Skills


  • Strategic Marketing Excellence
  • Analytical Management Competencies
  • Decision Making Financial Insight
  • Leadership Economic Awareness
  • Creativity Research Orientation
  • Collaboration Future Trend Analysis

Career Opportunities

Graduates are in a prime position to build careers at managerial level, with the opportunity to advance to senior executive level with experience. The programme equips individuals with the opportunity to work in Ireland and internationally across a whole spectrum of marketing functions in a wide range of business organisations.

Further Study

Students who graduate with the MSc in Marketing may apply for further study to complete a Masters by Research. If registered for a Masters by Research, there may be potential to apply for re-registration for PhD research (dependent on the development of the research study).


LeisureLand based on the promenade in Salthill, Galway is known throughout Ireland as a destination for family day trips to the swimming pool and as a hub for events and concerts, holding a capacity crowd of 1,200 making it the largest venue in the city. With 35 full-time and part-time onsite staff, the operational team cater for over 5,000 weekly visitors, making it a busy environment continuously servicing customers, managing people, managing facilities and ensuring health & safety of all visitors.

James Maher has worked for 3 years as Duty Manager in LeisureLand. A Tipperary native with a keen interest in sport & fitness, James completed an undergraduate honours degree in Exercise & Health Science. Having worked for several years in the leisure industry, James was keen to progress to Operations or General Managers level but needed the relevant qualification to take that next step. James opted to enrol in the 2 year part-time online Level 8 Bachelor of Business at IT Sligo. The programme offered the opportunity to upskill in core business skills of finance, marketing and people management, whilst continuing in full-time employment.

Having used the Moodle learning platform, the transition to online learning with IT Sligo was a smooth process. However, the learning experience wasn’t just restricted to Moodle. IT Sligo deliver live online lectures in the evening time and if students can’t make the live class, recorded lectures are made available on Moodle within hours. Combined with active forums and a chat network, James was able to avail of supports from fellow students.

Visiting the IT Sligo campus for exams was a hugely positive experience. James was impressed with the sports facilities available on-campus – an on-site gym, sports arena and running track, similar in scale to other Universities throughout Ireland. The facilities prompted James to get involved in IT Sligo athletics club. By proactively reaching out to Roddy Gaynor, an IT Sligo lecturer with over 18 years’ experience in the Sports industry, James became involved in the club’s 5-person team representing IT Sligo at national road racing events.
Having successfully graduated with an honours degree in Business, the option to progress on to the Level 9 Masters in Marketing was the natural next step. The Masters programme is delivered as a blended learning experience over 1yr full-time or 2yrs part-time.

With support from his employer, the option to study full-time over 1 year was achievable. As well as weekly online lectures, students attend on-campus residentials once a month over Thursday & Fridays. This approach allows students to combine work and study commitments.

Progressing on as a full-time student is challenging, but one of the benefits is the ability to avail of grants through the SUSI system. Working closely with the Finance team in IT Sligo, James has been able to manage his monthly payments and ensure the course is affordable. When asked for advice for online students, James key recommendations are “read around the topics as much as possible and ask plenty of questions – there is no such thing as a stupid question, especially when starting out. Lecturing staff are only an email away and are quick with their responses”

Programme Fees



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Course Format

MSc. in Marketing – Delivery Schedule 2021/2022

The Programme Schedule for the MSc in Marketing is outlined below. Induction rescheduled for Monday 27th of September 2021 at 7pm.


On-line delivery

Global Marketing Practice (Gillian O’Donovan):

Alternative Tuesday evening 6pm -9pm (first session Tuesday 5th  of October 2021)

Entrepreneurship & Financial Analysis (Geraldine Barry):

Wednesday evening 7pm-9pm (first session Wednesday 6th  of October 2021)

Digital Marketing (Alan Kelly):

Alternative Thursday evening 6pm -9pm (first session Thursday 30th of September,  14th of October, 28th of October, 11th of November, 25th of November, 2nd of December).

Residential (i.e. traditional face-to-face lecture)

Note the residentials are online delivery for September - December 2021.
Date & Time October       7th/8th October 21st/22nd November 18th/19th December 9th/10th
Thursday 6pm-9.30 pm Research Methods Dr. Catherine McGuinn Marketing Ethics tbc   Research Methods Dr. Catherine McGuinn Research Methods Dr. Catherine McGuinn
Friday 9am – 1 pm Research Methods Dr. Catherine McGuinn   Sales Practice Suzanne Ryan   Sales Practice Suzanne Ryan Marketing Ethics tbc
Friday 2pm– 6 pm Sales Practice Suzanne Ryan Marketing Ethics tbc Marketing Ethics tbc   Sales Practice Suzanne Ryan


On-line delivery

Strategic Marketing Management (Lisa Dunne):

Alternative Tuesday evening 6pm -9pm (first session Tuesday 25th of January 2022)

Service Innovation and Leadership (Emer Ward):

Alternative Tuesday evening 6pm -9pm (first session Tuesday 1st of February 2022)

Residential (i.e. traditional face-to-face lecture)

Note the residentials are online delivery for January - May 2022.
Date & Time February     3rd/4th February 24th/25th March     24th/25th April   28th/ 29th
Thursday 6pm-9.30 pm Marketing in Society Dr. Catherine McGuinn Marketing in Society Dr. Catherine McGuinn Marketing in Society Dr. Catherine McGuinn Marketing in Society Dr. Catherine McGuinn
Friday 9am – 1 pm Brand Management Suzanne Ryan Brand Management Suzanne Ryan Brand Management Suzanne Ryan Brand Management Suzanne Ryan
Friday 2pm– 6 pm Professional Seminar Series Academic Writing Professional Seminar Series SPSS Professional Seminar Series Topic TBC Professional Seminar Series Marketing Drop in Clinic

Workshop Series

An important part of the programme is the provision of workshops each semester. All participants attend these workshops to enhance their learning experience, topics include:
  • Academic Writing
  • Study Skills
  • SPSS