BA (Hons) in Marketing


Program Description


The main objectives of this programme are 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 a business, it is essential that best practice internationally is recognised and incorporated in an appropriate way into degree programmes such as this.

Ironing out your strategy

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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.

Protection of Enrolled Learners

Independent College has the approval to offer students learner protection insurance. Learner Protection insurance is only in place when each student receives their Insurance Policy.’ Each learner should ensure that they receive a Learner Protection Insurance Policy in their name. Learner Protection insurance is provided by O’Driscoll O’Neil and underwritten by Hiscox Insurance Company Limited. The learner protection policy provides for a refund of fees as specified in the 2012 Act. In some circumstances, it may be possible for a learner to transfer to a similar programme in another provider. In such circumstances, the learner may opt to receive the cost of an alternative similar academic programme. Transfer to another programme is always only a second option. The learner protection insurance policy is governed by s. 65(4)(b) of the 2012 Act.’

Aims & Objectives

Independent College Dublin has a history of providing degree programmes which appeal to learners and produce graduates which match employer needs. Reviewing the marketing programme has afforded the opportunity to ensure the programme will achieve its aims and equally, ensuring that those aims match stakeholder needs within a very challenging business and commercial environment.

Following the review process the overall aims of the BA (Honours) in Marketing were revised as follows:

  • To provide learners with knowledge and understanding of the fundamental theories, concepts and methods of marketing and the interrelationships between marketing and other wider business functions.
  • To provide and develop a professional competency in the techniques necessary to analyse, a situational audit on the various influences that affect competitive advantage, the ability to plan for the future and create strategies to exploit opportunities and/or defend against threats, implement same strategies through the mix and be able to assess the success of such strategies in a timely manner.
  • To provide and develop the skills necessary to employ a methodical and critical approach to business challenges and to make decision-based on a thorough examination of the various influences in an organisations marketing environment.
  • To equip learners with the ability to communicate marketing challenges and solutions in an effective and coherent manner using both written and oral media taking into account ethical business practices, corporate governance and wider marketing standards.
  • To cultivate an appreciation of the evolving marketplace and how changes in technology and consumer behaviour will impact on the future development of marketing practices.
  • To provide learners with the knowledge and foundation to pursue further postgraduate study.
  • To provide links with marketing bodies to maximise opportunities for engagement and optimise career development for learners.
  • To facilitate the development by the learner of applied skills that are directly complementary and relevant to the workplace.
  • To enable the learner to identify, develop, and apply analytical creative problem solving and research skills.

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Course Outline

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.

Programme Learning Outcomes

At the conclusion of the programme, the student should be able to:

  • Evaluate the legal, social, and economic environments of business, domestic and internationally, through the marketing perspective.
  • Analyse the structure and role of the marketing function, and its potential contribution to the business, both nationally and internationally.
  • Consolidate the fundamental elements of marketing alongside finance, accountancy, law and management and how they are inter-related in order to enable effective strategic business decisions.
  • Demonstrate the capability to identify and harness ICT facilities and emerging marketing technologies in pursuit of marketing and wider business objectives and to enhance personal productivity.
  • Utilise the responsibilities of business professionals in a professional manner, identifying potential ethical dilemmas and the evaluation of possible solutions.
  • Demonstrate the acquired marketing skills, including the capability to participate creatively, collaboratively and responsibly in teams.
  • Exhibit command of research processes, and the ability to successfully apply this in a business research project in a professional setting.
  • Reflect on and demonstrate a level of academic ability at Level 8, allowing further academic or professional development.

Teaching & Assessment

The programme teaching and learning strategy are designed to allow the learner to progress through the theoretical and practical concepts in an orderly and logical fashion. The assessment strategy is planned to ensure practical application of the core principles of the module and facilitates feedback, which underpins the overall learning experience.

The primary purpose of Independent College Dublin’s strategy is that teaching and assessment support learning. In addition, assessment supports standards based on appropriate learning outcomes. The programme teaching and assessment strategy are informed by the QQI Business Award Standards. The programme learning outcomes (PLO), the module learning outcomes (MLO), and the graduate attribute also inform this process.

Throughout the programme, learners will experience a varied range of teaching and learning strategies, which are selectively chosen, based on level, module content and suitability to assessment. Most modules will primarily be delivered through a mix of lectures and practical workshops, with tutorials in place to support where necessary. Typically, the material will be presented during lectures and workshops, with supporting documentation available via Moodle to learners.

It is envisaged that the learners will assimilate much of the material through problem-solving and practical exercises. Emphasis will be placed on allowing the learners to examine the exercise problem descriptions and try possible solutions in the workshops. Tutorials will be used to allow the learners to get help, reinforce more difficult subject matter and provide learners with the opportunity for assistance to a specific problem.

Teaching will focus on the learner applying problem-solving skills to existing programme material. Skills will be developed through a variety of mechanisms, for example:

  • Integrated tutorials with industry engagement.
  • Problem-based learning exercises with trade practitioners.
  • Co-delivering and guest lecturing on focused syllabus content.
  • Application workshop sessions, diagnostic and troubleshooting skills.
  • Case study analysis, review, critiquing – reflective learning and writing skills.
  • Blended learning and Flipped Classroom delivery
  • Online synchronous and asynchronous delivery of lecturers.
  • Directed e-learning

Formative assessment will form an integral part of the learning journey or the learner with feedback being provided on the solutions to problems posed in class and through assignment being critiqued and challenged in the educational environment. This will allow for risk assessment and a continuous improvement process to become part of their solution design.

Additionally, the teaching and learning strategy are informed by Independent College Dublin’s overall teaching and learning strategy, the scheme of assessment and the module-specific teaching and learning strategy.

Careers/Further Studies

Across recruitment, agencies and website-based recruitment sites, there are numerous employment opportunities in the following areas:

  • Small Medium Enterprises.
  • The Public Sector.
  • Digital Marketing Agencies.
  • Major Technical Marketing Hubs based in Ireland.

Previous graduates from a sister program in BA (Honours) Business Studies at Independent College Dublin have been employed in the following (not an exclusive list) companies:

  • State Street.
  • Oracle.
  • Digg.
  • Air BnB.
  • Google.
  • PWC Group.
  • In the Company of Huskies.
  • Procter and Gamble.
  • Fidelity Investments.
  • IBM.

Independent College Dublin has recently employed a Student Experience and Careers Officer to offer strong assessment processes and feedback tools to assist in one-to-one sessions in training on behavioural competencies and career matching. This is complemented by visiting careers mentors and career coaches who have been engaged with final years in our existing programmes to facilitate learner engagement with industry. To date, significant emphasis has been placed on building communication and interpersonal confidence and skills to communicate the learners’ value to an employer.

together now

John Schnobrich / Unsplash

Entry Requirements

Students are required to achieve a minimum of Grade H5 at a higher level in two subjects and four O6s in ordinary 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 applicant's mother tongue.

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

  • Copy of transcript of results from the previous business course with ECTS credits;
  • Completion of Independent College Dublin application form;
  • Copy of applicant’s passport;
  • Copy of GNIB card if already resident in Ireland;
  • Copies of any other previous academic qualifications;
  • Copy of English certificate – IELTS score of 6.0 or equivalent test is required.

Fees and Payment

The annual tuition fee for the upcoming September 2020 academic year is €4,600 for domestic-based students already located in Ireland or the European Union.

The annual tuition fee is €6,500 for Non-EU based students.

Last updated May 2020

About the School

Independent College Dublin has the perfect location for student life in Dublin: we are right in the very centre of the city, surrounded by cultural, academic and leisure attractions. Independent Colle ... Read More

Independent College Dublin has the perfect location for student life in Dublin: we are right in the very centre of the city, surrounded by cultural, academic and leisure attractions. Independent College Dublin’s primary goal is to bring our students through learning programmes that are relevant, stay with you forever, are the foundations of your future success and result in qualifications that are highly respected in your chosen field. Upon completion, your undergraduate, postgraduate or professional award in the various disciplines will be recognised wherever you go, both in Ireland and overseas. We are a goal-focused, career-orientated college. We pride ourselves on our personalised tuition, delivered to the highest academic standards in an interactive learning environment by highly qualified and friendly teaching staff. Read less