Programme Code BAHMRP
Programme Duration 3
Programme Level 8
 
EQF Level 6
 
EHEA Level First Cycle
Programme Credits 180
Semester Duration 0 Week(s)
Language of Instruction Irish
CAO Code; QQI Progamme Code etc
Code
 

Programme Outcomes

On successful completion of this programme the learner will be able to :

Description
Demonstrate an applied knowledge of the theory and practice of marketing and its attendant fields in a cross functional management/business context through exposure to class materials, texts, together with contemporary case studies and/or live industry briefs in conjunction with industry partners
Proficiency to appraise and select appropriate marketing theories and frameworks in order to contribute towards strategic decision making (incorporating core and chosen elective disciplines), as well as practice in relation to how those fields attribute towards and effect key business functions and situations. Case studies and live projects will assist in this endeavour, wherein students will engage with theories, models and frameworks under the tutelage/ supervision of lecturers and/or instructors.
Analyse current theories, models and literature in various fields of marketing (including attendant disciplines) and demonstrate a critical awareness of the appropriate context for applying this knowledge in a practical manner which will be achieved through the use of class instruction, recommended reading and class materials, students will be exposed to relevant contemporary theories/frameworks.
Demonstrate a high level of knowledge concerning initiatives, tools and techniques necessary for financing, developing and managing marketing/ entrepreneurial initiatives as well as the legal and regulatory requirements underpinning acquired from class materials, readings, application to case study material and/or engagement with live industry projects.
Employ, analytical and practical skills necessary for providing solutions to contemporary management issues in an indigenous/international context which they will have fine-tuned via problem based learning activity and live briefs/projects run in conjunction with industry partners.
Source and analyse data across all business functions, appreciate the relevance of such information and identify critical elements necessary for adding value to the organisation – experience gained from integrative assessment and problem based learning activity across the programme.
Demonstrate the analytical skills and decision making ability necessary to contribute to the choice of strategic options at management/ executive level which students will have encountered in addressing case study material and/or live briefs necessitating strategies, tactics or consultative papers to be presented to peers/industry experts.
Evaluate marketing data, assessing various sources and types of information, as well as being capable of synthesising relevant data in order to evaluate and respond to marketing situations in appropriate and creative manners – i.e.: students will have engaged with research output reports, incomplete marketing metric documentation, etc., necessitating further elaboration and analysis.
Demonstrate competence in the management of functional elements of marketing practice: planning, analysis, resource allocation, financing, regulation, implementation and evaluation which will have been finely tuned in conjunction with problem based learning activities and live brief/project encounters.
Develop a critical facility enabling their drive and ability to learn independently to further their personal and professional development – learners will embody the need to develop and maintain close ties with industry bodies, professional institutions and appreciate the need to keep abreast of new developments and practices in their discipline(s).
Internalise knowledge and skills learnt through the programme and communicate informed views on the role of marketing in modern business and future developments and trends – this will be further corroborated via direction towards professional body affiliations, which will inspire a highly attuned ethical outlook prescribed through codes, membership body regulations and legal and corporate governance parameters.

Semester Schedules

Stage 1 / Semester 1

Core Subject
Module Code Title
H6BRM Brand Management
H6EMP Economic & Market Practice
H6EMP Economic & Market Practice
H6FM Fundamentals of Marketing
H6FM Fundamentals of Marketing
H6MO Management and the Organisation
H6MO Management and the Organisation

Stage 1 / Semester 2

Core Subject
Module Code Title
H6ET Emerging Technologies for Business
H6ET Emerging Technologies for Business
H6ETP Entrepreneurship
H6ETP Entrepreneurship
H6FR Financial Analysis & Reporting
H6FR Financial Analysis & Reporting
H6IC Innovation & Creativity in Business
H6IC Innovation & Creativity in Business

Stage 2 / Semester 1

Core Subject
Module Code Title
H7BIS Business Intelligence & Statistics
H7BIS Business Intelligence & Statistics
H7CB Consumer Behaviour
H7CB Consumer Behaviour
H7MR Market Research
H7MR Market Research

Stage 2 / Semester 2

Core Subject
Module Code Title
H7DGM Digital Marketing
H7DGM Digital Marketing
H7IMC Integrated Marketing Communications
H7IMC Integrated Marketing Communications
Optional
Module Code Title
H7AFA Advanced Financial Analysis
H7AFA Advanced Financial Analysis
H7DTB Digital Technology for Business
H7NPD New Product Development
H7SMM Services Marketing Management

Stage 3 / Semester 1

Core Subject
Module Code Title
H8ML Marketing Law
H8MS Marketing Strategy
H8MS Marketing Strategy
H8PMG Project Management (BAHMRP)
H8PMG Project Management (BAHMRP)

Stage 3 / Semester 2

Core Subject
Module Code Title
H8CP Capstone Project
H8CP Capstone Project
H8DCM Distribution Channel Management
H8DCM Distribution Channel Management
H8SLM Sales Management
H8SLM Sales Management