MSc Marketing, Consumption and Society

1 Year On Campus Masters Program

University of Limerick

Program Overview

The MSc in Marketing, Consumption and Society at University of Limerick is a one-year (full-time) NFQ Level 9 master’s that explores how marketing practices, consumer behaviour and societal trends interact in contemporary economic and cultural environments. It suits graduates who want to deepen their understanding of consumer psychology, consumption patterns, ethical and sustainable marketing, and strategic communication, preparing them for careers in brand strategy, consumer insight, market research, digital marketing and policy-influencing roles.

Curriculum structure:

In this master’s year, students build both theoretical insight and practical analytical skills across key marketing and consumer disciplines. They begin with Critical Perspectives in Marketing & Consumption, gaining a strong conceptual understanding of how marketing shapes and is shaped by social, cultural and economic forces. Through Consumer Behaviour and Decision Making, learners examine psychological and sociological factors that drive purchasing patterns and brand relationships. Modules such as Marketing Research Methods and Marketing Analytics develop rigorous competencies in designing research and interpreting data relevant to consumer insights and strategic decision-making. Students also study Ethics, Sustainability & Responsible Marketing, exploring how marketing practice can be aligned with societal and environmental values, and the programme culminates in an Independent Research Dissertation, where learners integrate theory and methods through an in-depth applied study on a topic of contemporary relevance in marketing and society.

Focus areas (in a string):

Critical marketing & consumption perspectives, consumer behaviour & decision making, marketing research & analytics, ethical & sustainable marketing, independent research dissertation.

Learning outcomes (in a string):

Critically analyse marketing and consumption within societal contexts; apply research methods and analytics to consumer and marketing data; design responsible and sustainable marketing strategies; interpret ethical issues in marketing practice; and complete an independent research dissertation.

Professional alignment (accreditation):

Awarded as an NFQ Level 9 Master’s degree by the University of Limerick, this programme aligns with professional standards for marketing, brand management, consumer insights, market research and strategic communication roles in industry, consultancy and policy sectors.

Reputation (employability rankings):

University of Limerick is recognised internationally for its postgraduate education and research; this Master’s enhances employability in analytical, strategic and consumer-focused roles by combining theory with applied research and critical thinking.

Experiential Learning (Research, Projects, Internships etc.)

Students gain practical skills through a strong focus on real-world application, using live client projects, professional-standard digital tools, and simulations in dedicated campus facilities. The program integrates theoretical knowledge with hands-on execution through multiple applied elements. This experiential learning is structured as follows:

Live Client Projects: A core component involves working on live projects and briefs from real companies. Students develop and present strategic digital marketing solutions to actual client challenges.
Professional Software & Tools: The curriculum is built around gaining proficiency with industry-standard platforms. Key tools include Google Analytics, Google Ads, Facebook Business Manager, and other social media advertising platforms for campaign management and analytics.
Simulation-Based Learning: Students use professional marketing simulation software (such as Markstrat or similar) to manage a virtual brand in a competitive market, making strategic decisions on product, price, promotion, and digital spend.
Dedicated Facilities: The program is taught within Trinity Business School, which provides dedicated computer labs equipped with the necessary software, collaborative workspaces, and access to the business school's research and data resources.
Career-Focused Support: Students benefit from the Trinity Business School Careers Team, which offers workshops on personal branding, LinkedIn optimization, and interview preparation specifically for the digital marketing sector, alongside networking events with industry professionals.

Progression & Future Opportunities

Graduates of University of Limerick's MSc in Marketing, Consumption and Society develop critical insights into consumer culture, marketing ethics, and societal impacts, preparing them for strategic roles that balance commercial goals with social responsibility. Typical positions include marketing manager, public sector marketing specialist, creative strategist, and consumer insights analyst across diverse industries.

Career Support Elements:

University Services: UL Careers Service offers tailored workshops, networking events, and job placement support for marketing graduates targeting management and creative roles.
Employment Stats: 95% of taught masters graduates employed or in further study; strong outcomes in marketing management with competitive starting salaries around €35,000-€50,000.
University-Industry Partnerships: Live projects, industry collaborations, and double degree options with French business schools enhance global employability.
Long-term Accreditation Value: Equips for leadership in ethical marketing, digital strategy, and public sector communications with emphasis on research and reflexivity.
Graduation Outcomes: Careers in marketing management, policy development, creative agencies, and consumer research addressing contemporary societal challenges.

Further Academic Progression: Graduates pursue PhD research in consumer culture or marketing ethics at UL, or specialized MBAs/executive programs, leveraging the independent research paper and methodological training.