Master of Business Administration (Marketing)

Overview

This specialism empowers learners to evaluate the central role of marketing strategy for the growth and development of all organisations. Learners will be required to critically evaluate a range of theoretical marketing concepts and apply them to practical industry realities as they relate to the current business environment. The marketing stream looks to recruiting and retaining customer relationships, as well as increasing frequency of purchase, helping an organisation to sell their products or services in line with the overall strategy and mission of the organisation. The MBA marketing specialism graduate will be empowered to make creative marketing choices which impact on the growth in profitability of brands thus sustaining and increasing an organisations’ market share by creating exchanges which satisfy individual and organisational objectives. The

Aims of the Programme

Graduates will be able to critically evaluate integrated marketing communications tools and techniques and apply digital technology support to marketing strategies.  They will also be able to demonstrate critical awareness of innovations and trends within the field of marketing with a focus on sustainable marketing innovations.

Objectives

The programme objectives are as follows:

●        To enable learners to critically evaluate business administration theories and practices across various functional areas, allowing them to analyse and address complex challenges in diverse organisational settings.

●        To foster the development of strategic decision-making and leadership skills, equipping learners to effectively lead diverse teams and make informed decisions to achieve organisational goals.

●        To encourage creativity and critical thinking, enabling learners to apply innovative and entrepreneurial solutions to business challenges and opportunities in local and global business environments.

●        To empower learners to evaluate and apply contemporary analytical tools, digital technologies, and data-driven methodologies to enhance organisational performance in various business environments.

●        To develop advanced competencies in ethical decision-making, social responsibility, and the application of artificial intelligence in business. This includes empowering learners to make informed decisions that leverage AI for innovation and competitiveness while considering broader social, political, environmental, and economic impacts and promoting sustainability.

●        To enable learners to critically evaluate research methodologies and conduct in-depth research that adds value to their chosen field of expertise and personal and professional development.

●        To advance proficient and professional communicators with the ability to inform decisions and present solutions to a critical audience and to collaborate efficiently within diverse teams.

●        To encourage learners to develop a strategic outlook on business operations within national and international contexts, while synthesising previous professional and learning experiences.

●        To promote the importance of lifelong learning and continuous personal and professional development, encouraging learners to reflect on their own growth and the changing demands on organisations, ensuring sustainable development and success.

●        To enhance learners’ strategic decision-making by fostering a critical understanding of core interdisciplinary business knowledge and developing advanced research and practical skills through real-world simulations and collaborative learning experiences.

In addition to the above, upon completion of the programme learners will also be able to critically evaluate integrated marketing communications tools and techniques and apply digital technology support to marketing strategies and demonstrate critical awareness of innovations and trends within the field of marketing with a focus on sustainable marketing innovations in the globalised environment.

Delivery

The Master of Business Administration programme offers two modes of delivery: full-time and part-time. Both versions are delivered through on-site face-to-face and online teaching and learning modalities.

Minimum Entry Requirements

To be eligible for the Master of Business Administration programme, applicants must meet the following minimum entry requirements:

• A Level 8 primary undergraduate honours bachelor's degree with a minimum Second Class Second Division award (2.2 classification) in any discipline from a recognised third-level institution (or equivalent).

• Alternatively, a Level 6 (EQF) primary undergraduate bachelor's degree with a minimum GPA of 3.0 (or equivalent).

• An equivalent professional qualification such as ACCA or CIMA.

• A GMAT examination is a mandatory requirement for all applicants who do not hold an Honours Bachelor's Degree (Level 8) with a minimum of second class second division classification.

For international applicants whose first language is not English and who have not previously undertaken a degree taught in English, evidence of English language proficiency equivalent to B2+ or above on the Common European Framework of Reference for Languages (CEFRL) is required. This can be evidenced through recognised tests like IELTS, Cambridge Certificate, PTE, or DBS English Assessment, with test certificates dated within the last two years.

Applicants who do not have a Level 8 qualification at a 2.2 award level but have at least three years of work experience may be considered through DBS's Recognition of Prior Learning (RPL) procedures. An interview and/or GMAT examination may be required for RPL applicants. 

Student Testimonial

"I chose DBS as it had a January start date which aligned with my plans. I had good knowledge of Marketing foundations from my undergrad. Surprisingly, I found the finance module with Enda Murphy most enjoyable. He was a fantastic lecturer; became familiar with us on first name basis and really engaged and conversed with us. I surprised myself with what I achieved in that module. Hats off to the great lecturer!

I learned what type of person I am when it comes to group work. My advice is learn who you are by assessing what you contribute and how you contribute during group projects. Some are leaders, others are thinkers, others are more analytical."

Steven O'Leary
Master of Business Administration (Marketing)