Case study ucd graduate school

UCD Michael Smurfit Graduate Business School

World-class centre of excellence for postgraduate business education


UCD Smurfit Business School is Ireland’s leading postgraduate business school providing postgraduate courses, including the MBA and a wide range of MScs in business, to approximately 1,300 students per year. Over the years the School has continued to increase the quality of its courses and Faculty which has helped to develop leading business graduates who impact positively on business and society. In such a competitive international business education environment communicating its high performance and commitment to continual improvement is crucial in attracting the best students, Faculty and vital donor support which allows UCD Smurfit School to continue to invest in world-class facilities. 


The Reputations Agency has developed and continues to execute a communications strategy focused on highlighting the quality of its Faculty, the cutting-edge Masters programmes and their evolution reflective of a changing international business environment and the ongoing commitment of the School to be among the very best in the world. Key initiatives include communicating performance in highly respected international rankings such as Financial Times and The Economist and attaining and maintaining reputed global accreditations. 

The annual Business Journalist Awards, a concept devised by The Reputation Agency, ensures the School is top-of-mind for business media when seeking comment on business issues which provides great scope to showcase the quality of the School’s leading Faculty.



Through a sustained communications programme aimed at key stakeholders The Reputations Agency has positioned UCD Smurfit School as Ireland’s clear leader in postgraduate business education. The profile generated has supported student acquisition, increased recognition among opinion formers of its international standing and supported donor acquisition to support further investment in Faculty and facilities. 

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