Our Story

Educate. Experience. Empower.

The Marketing Development Practice was established in 1983 by Professor Anthony Cunningham to empower marketing professionals through experience-led education. Combining an MSc from UCD Smurfit, Ireland’s leading business school, with exposure to the working world, the MDP allows students to accelerate their personal and professional development. A modern marketing masters focussing on Action Learning, the MDP provides students with a foundation in marketing theory from leading faculty and industry experts, put into practice working on projects for real life clients. The programme values professionalism and replicates a working environment, in which students, referred to as marketing advisors, collaborate together on projects for clients in a range of different industries

 To experience the MDP is to immerse yourself in an environment that will challenge you, but one that is exciting, creative and energetic. From day one, advisors embark on a transformational journey together, and are invited into a community of faculty, classmates and alumni that remains close-knit long beyond their time on the programme. Each day, both on the programme and long beyond, advisors begin their day by asking themselves “how can I add value?”, because that’s the truest measure of a business builder.