Marketing, Consumption and Society - MSc

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.

Double Degree Opportunity

This programme offers a dual degree opportunity at the following French partners: Audencia Business School (Nantes), Excelia Business School (La Rochelle), Neoma Business School (Reims or Rouen), Rennes Business School, and Toulouse Business School. The dual degree opportunity involves studying for a second year at the dual degree partner, at the end of which students will receive their MSc. from the University of Limerick as well as a Masters from the dual degree partner.