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BA (Hons) in Marketing

Name of Institution: QQI
Award Level: Level 8
Course Type: Undergraduate
Course Length: 3 years



The main objectives of this programme is the provision of a comprehensive educational framework covering the requirements and operation of all aspects of the marketing and sales  functions in business organisations, and the major changes taking place in their theory and practice.  An important aim of this programme is to provide for students a solid foundation of knowledge and skills to enable them to become effective marketing professionals in this changing environment.

The programme seeks to inspire participants with a vision of the possibilities open to a business organisation through an informed understanding and effective implementation of the principles of up-to-date integrated marketing concepts and strategies, and the role of new technologies and innovative thinking in achieving these.

Another important dimension of the programme is the international one. With growing internationalisation within business it is essential that best practice internationally is recognised and incorporated in an appropriate way into degree programmes such as this.

Who is the course for?

The BA (Honours) in Marketing prepares students for a career as a marketing professional.  The programme provides a comprehensive education in the analytical skills required in the business and in a range of marketing and sales practices.  The role of the marketing professional is placed within the broader business context that is delivered through a range of business relevant modules.

Course Outline

Stage One:

  • Business Law

  • Introduction to Financial Accounting

  • Economics

  • Business Organisation and Management

  • Principles of Marketing

  • Introduction to ICT

  • Applied ICT for Marketing


Stage Two:

  • Sales Management

  • Digital Marketing

  • Market Research

  • Innovation Management

  • Human Resource Management

  • Management and Accounting

  • Business Information Management & Databases


Stage Three:

  • Services Marketing and Management

  • Integrated Marketing Communications

  • Business Strategy

  • International Marketing

  • Contemporary Marketing Strategies

  • Business Project


Stage 1

The Stage 1 Programme is designed to provide the foundations and “building blocks” for the entire programme. Business and environmental context is extremely important for all participants in a business degree programme, be it specialist or general. This stage provides that context with exposure to general management, marketing, and business law. The Principles of Marketing module in particular provides a strong foundation course in marketing, and provides context for a number of more specialised treatments later in the programme. In addition, the important areas of economics, business information systems, and financial accounting are included.

Stage 2

The main characteristic of Stage 2 is that we move into the more specialised aspects of sales and marketing.

Four of the six modules deal directly with themes of consuming interest and relevance to the marketing community. These look largely at operational issues, and digital marketing in particular deals with the transformation in marketing resulting from developments in information technology. In addition, the importance of creativity and innovation is reflected in the inclusion of a module on Innovation Management in this stage.

A strong Market Research module in Stage 2 has substantial educational and practical value, particularly as early preparation for the Business Projects in Stage 3, should students opt for this rather than the work placement.

Stage 3

In this final stage, the other specialised areas of Services Marketing and Management, Integrated Marketing Communications and Marketing Management are dealt with. In addition, some general but extremely important business content is included in this stage. The Business Strategy course is intended to provide an integrative view of all of the business material covered in the programme, including, of course, the marketing material.

The business project is likely to involve case study research, external interviewing or sourcing of data in the professional environment, or other techniques covered in the Stage 2 Market Research module. The presentation of the Business Project is designed to provide a firm and secure demonstration of the achievement of the required Honours degree academic standards.

Entry Requirements

Students are required to achieve a minimum of Grade C3 at honours level in two subjects and four D3s in ordinarily level subjects (to include Maths and a language). Mature applicants are welcome and do not need to meet these requirements.

English language level equivalent to 6.0 IELTS or equivalent score for students where English is not the applicants mother tongue

International students interested in enrolling on the September 2019 intake, the following information needs to be submitted to the College:

  1. Copy of transcript of results from previous business course with ECTS credits

  2. Completion of Independent College Dublin application form

  3. Copy of applicant’s passport

  4. Copy of GNIB card if already resident in Ireland

  5. Copies of any other previous academic qualifications

  6. Copy of English certificate – IELTS score of 6.0 or equivalent test is required


Start Date

Course Start Date: September 2019

Course Duration: Three years (Full Time) academic year September to May

Awarding Body: QQI (Quality and Qualifications Ireland)

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