MSC CONSUMER INSIGHTS AND BRANDING STRATEGY

In a dynamic, rapidly changing business world, marketers need to understand how to build brands and maintain strong brands over time. Strong brands are central to a company’s success. Organisations in the consumer goods, luxury, services, business-to-business, non-profit and sports sectors all benefit from having strong brands. This programme targets the critical need for expertise in branding strategy.

In addition, most modern businesses place an emphasis on understanding consumer behaviour to drive their marketing and branding strategies. Effective branding strategies help to generate positive customer responses such as brand recognition, word of mouth, brand trust, and brand loyalty. Gaining consumer insights helps firms to plan, drive and evaluate their marketing strategies, to develop and maintain their brands, and to evaluate the effectiveness of branding activities. This programme is unique as it focuses on consumer insights to address these needs, and to inform branding strategies.

The practice of branding and brand management is always evolving. External forces, including the impact of new technologies, demographic changes, and a greater need for sustainability, corporate responsibility and authenticity, affect the world that brands inhabit. Successful brand strategists are able to navigate the ever-changing environment and utilise consumer insights to make better marketing decisions. Our approach to learning gives you the opportunity to develop knowledge and gain practical experience through project-led modules that also provide invaluable skills.

Candidates should have a minimum 2.2 grade honours (level 8) degree in a business discipline and/or media, psychology or psychological studies.

Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline who can demonstrate significant experience in business-to-consumer marketing or branding will also be considered.

In exceptional circumstances consideration will be given to candidates who do not hold a primary degree, but who do have at least 10 years relevant work experience at least 3 of which must be in a management position in business-to-consumer marketing or branding. This is done through the Maynooth
University Procedure for Non-Standard Entrants and Recognition of Prior Experiential Learning.

International applicants must have a recognised primary degree in business and/or media, psychology or psychological studies, which is considered equivalent to Irish university primary degree (Level 8) at 2.2. Candidates with a minimum 2.2 grade honours (level 8) degree in any discipline who can demonstrate significant experience in business-to-consumer marketing or branding will also be considered.

Minimum English language requirements: please visit Maynooth UniversityInternational Office websitefor information about English language tests accepted and required scores. The requirements specified are applicable for both EU and non-EU applicants.
National University of Ireland Maynooth’s TOEFL code is 8850

IELTS : 6.5 with no less than 6.0 in each band

Duolingo English Test (DET) : The minimum requirement will be a DET score of 120 - with at least 110 in each individual subscore. 

Pearson Test of English : 63 with no less than 59 for each item in the Communicative Skills section

TOEFL internet-based test  : iBT: 90 with no less than 21 in writing and at least 19 in every other section

The MSc in Consumer Insights and Branding Strategy provides students with clear differentiation that aligns with industry needs.

The programme offers a path to advanced positions in marketing and branding, in roles including product or brand management, brand consulting, brand activation, social media marketing for brands, customer engagement, customer and marketing experience management, and consumer insights management.