Marketing is an exciting, vibrant and dynamic area impacting on all our lives. From the major global brands to the local corner shops, identifying customers and meeting their needs is critical to business survival and success.

For many, this makes marketing a particularly attractive career path, giving ambitious individuals an opportunity to face up to the challenge posed by an increasingly competitive marketplace.

The BA (Hons) Marketing aims to develop student understanding of current marketing principles in both business and non profit contexts, together with their applications in marketing practice. This course is designed to meet the needs of tomorrow's marketing professional and the range of skills fostered will enable students to take advantage of opportunities to progress in a career in marketing management or a range of sub-disciplines, such as marketing research, account planning or customer service.

Structure and Content

This course balances in-depth coverage of marketing theory and practice with complementary study of key business disciplines. The course thus imparts significant business knowledge as well as a critical appreciation of the marketing function and the practical value of marketing models and concepts. As the course progresses, students are provided with a wide range of skills and knowledge, thus enabling them to analyse quite complex marketing scenarios and to develop competent marketing solutions and strategies.

Year 1

A thorough understanding of the key business functions is developed accompanied by an introduction to marketing.

Year 2

The emphasis shifts to the marketing function with subjects more focused on increasing knowledge in marketing specific areas. Through the choice of one option subject, students can add economics, law or finance to their marketing and management studies.

Year 3

At the final year, students learn to develop a strategic perspective on business in general and the marketing function in particular. An option subject allows further study of HRM, law or the use of databases. A marketing project brings a strong integrative and practical dimension to final year studies.

Transfer Students

Students holding a relevant certificate, ordinary degree or other relevant qualifications may qualify for entry to the second or third year of the degree programme.
 

Career Opportunities

Students completing a marketing degree can look towards building a career in general marketing management, brand management, business-to-business or not-for-profit marketing. There are also opportunities for careers in marketing research, advertising, media buying and media planning. Demand among employers for graduates with a broad base of business knowledge plus an in-depth knowledge of marketing is significant as companies face ever more competitive market environments.

Teaching and Assessment

The BA (Hons) Marketing is taught mainly through lectures and tutorials, with students taking responsibility for a significant amount of study outside scheduled class contact times. Assessed work may consist of developing a strategic marketing plan, a marketing evaluation (perhaps based on a case study) an essay, or a piece of extended research. The majority of subjects are assessed through a combination of coursework and examination. A final year project brings the entire course together.

Learner protection for this programme is provided in accordance with Section 43 of the Qualifications (Education and Training ) Act 1999.