BA (Honours) in Marketing Practice

Programme Code BAHMRP
Programme Duration 3
Programme Level 8
EQF Level 6
EHEA Level First Cycle
Programme Credits 180
Semester Duration 1 Week(s)
Language of Instruction English
Field of Study 0414 - Marketing and advertising
Supplementary Field of Study Marketing and advertising
CAO Code; QQI Progamme Code etc

Programme Outcomes

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

Demonstrate applied knowledge of the theory and practice of marketing and its attendant fields in a cross-functional management/business context.
Proficiently appraise and select appropriate marketing theories and frameworks to contribute toward strategic decision making, as well as practice in relation to how those fields attribute towards and affect key business functions and situations.
Analyse current theories, models, and literature in various fields of marketing (including attendant disciplines of entrepreneurship, management, and law) and demonstrate a critical awareness of the appropriate context for applying this knowledge in a practical manner.
Demonstrate the analytical and practical skills necessary for providing solutions to contemporary marketing and management issues in an indigenous/international context.
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.
Demonstrate the analytical skills and decision-making ability necessary to contribute to the choice of strategic options at the management/ executive level and to troubleshoot effectively and offer solutions in dynamic settings.
Work effectively as part of a cross-functional team to problem solve complex and dynamic work-led problems and/or develop, defend, and present new marketing campaigns and strategies for both the multinational and SME sector.
Demonstrate competence in the management of functional elements of marketing practice: planning, analysis, resource allocation, regulation, implementation, and evaluation
As part of a team, evaluate marketing data, assess various sources and types of information, and synthesise relevant data and ideas to as evaluate and respond to marketing situations in appropriate and creative manners.
Demonstrate an appreciation of the ethical implications of marketing problems and solutions, including those impacting sustainability. This will be supported by programme learning and experience as well as a direction towards professional body affiliations, which collectively will inspire a highly attuned ethical outlook prescribed through codes, membership body regulations and legal and corporate governance parameters.
Internalise knowledge and skills learned through the programme and communicate informed views on the role of marketing in modern business and future developments and trends from a socially responsible and ethical perspective, taking into account such ethical concepts as sustainability
Demonstrate an awareness of how professional engagement should reflect social and community responsibilities
Exercise appropriate judgement in developing academic integrity and integrate this integrity into their personal and professional development.
Demonstrate an appreciation of the importance of identifying gaps in knowledge and show an ability to act on one’s own initiative to address learning needs, thereby ensuring they can function effectively in different business contexts.
Demonstrate the drive and ability to learn independently as well as developing and maintaining close ties with industry bodies, and professional institutions and appreciate the need to keep abreast of new developments and practices in their discipline(s)
Develop an appreciation for the importance of providing and receiving feedback and reflect on the importance of ongoing learning and development in the field of marketing.

Semester Schedules

Stage 1 / Semester 1

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

Stage 1 / Semester 2

Core Subject
Module Code Title
H6ET Emerging Technologies for Business
H6ETP Entrepreneurship
H6IC Innovation & Creativity
H9SMS Sustainability, Marketing & Society

Stage 2 / Semester 1

Core Subject
Module Code Title
H7CB Consumer Behaviour
H7DGM Digital Marketing
H7IMC Integrated Marketing Communications

Stage 2 / Semester 2

Core Subject
Module Code Title
H7BIS Business Intelligence & Statistics
H7CMS Career Management Skills
H7MR Market Research
H7SMKM Services Marketing Management
Group Elective 2
Module Code Title
H7DTB Digital Technology for Business
H7FAR Financial Analysis & Reporting
H7NPD New Product Development
H7SM Sales Management

Stage 3 / Semester 1

Core Subject
Module Code Title
H8ML Marketing Law
H8MS2 Marketing Strategy
H8PMG Project Management (BAHMRP)

Stage 3 / Semester 2

Core Subject
Module Code Title
H8CP Capstone Project
H8DCM Channel Management
H8DMSMPR Social Media Marketing & PR