COURSE CURRICULUM

The Bachelor of Arts Honours in Marketing is a three-year honours degree, with an optional fourth year for a credit-bearing work placement, designed to provide students with a thorough understanding of modern marketing practices in both Irish and international contexts. The program is structured over six semesters, with continuous assessment and end-of-semester examinations to ensure a balanced combination of theory and application. In Year 1, students build a strong foundation through courses such as Fundamentals of Marketing, Economic and Market Practice, Brand Management, Management and the Organisation, Emerging Technologies for Business, Entrepreneurship, Marketing in Society, and Innovation and Creativity, developing essential skills in business thinking, creative problem-solving, and organisational awareness. Year 2 focuses on applied and analytical marketing skills, covering Consumer Behaviour, Market Research, Business Intelligence and Statistics, Digital Marketing, and Integrated Marketing Communications, alongside two electives that allow students to tailor their studies according to their interests and career goals. In Year 3, students deepen their expertise through advanced courses in Marketing Law, Marketing Strategy, Project Management, Channel Management, Social Media and PR, and a Capstone Project, integrating their learning in a practice-based, project-driven context. High-achieving students with an overall average of 60 percent or above may opt for a year-long professional placement between years two and three, providing real-world marketing experience and additional credits for a four-year honours degree. Graduates of the program emerge with strong analytical, strategic, and creative skills, along with professional competencies in teamwork, communication, and research. They are well-prepared to pursue careers in marketing, advertising, digital marketing, entrepreneurship, and related fields. Upon successful completion, students are awarded a QQI BA Honours Degree in Marketing at level 8 on the National Framework of Qualifications, equipping them with the knowledge, practical experience, and professional skills required to thrive in today’s competitive marketing and business environments.