Taught course

Marketing, Consumption and Society

University of Limerick · Kemmy Business School

Entry requirements

The minimum entry requirement is normally a 2:2 honours primary degree (Level 8 - National Qualifications Authority of Ireland) or the overseas equivalent as determined by the Programme Team in consultation with University of Limerick Graduate School Admissions. The nature of the programme allows for consideration of applicants from a range of cognate disciplines (for example, business studies, cultural studies, media studies, sociology etc.) where they will have been exposed to learning with regard to the discipline and practice of Marketing and/or consumer society.

Months of entry


Course content

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.

Qualification, course duration and attendance options

  • MSc
    full time
    12 months
    • Campus-based learningis available for this qualification

Course contact details

Dr Maria Lichrou