COURSE CURRICULUM

This Business Marketing program is structured to provide a strong foundation in general business studies during the first two years, followed by specialised marketing knowledge in Year 3. In Year 1, all modules are mandatory and focus on building essential competencies in accounting, economics, management, communication, data analysis, psychology, IT, and quantitative methods. Students study Business Financial Accounting 1 and 2, Communications and Academic Writing, Microeconomics, Macroeconomics, IT for Business, Management in Action, Introduction to Management Theory, Business Psychology, Data Analysis for Business 1, and Quantitative Techniques 1 and 2. These subjects develop analytical thinking, digital capability, and a broad understanding of organisational operations.Year 2 continues with a strong mandatory core including Business Cost Accounting, Business Management Accounting, Data Analysis for Business 2, Macroeconomy of Ireland, Business Law 1 and 2, Human Resource Management 1, Supply Chain Management, Introduction to Marketing, and Contemporary Marketing Practice. Students may also choose from electives such as Intermediate Financial Accounting, Human Resource Management 2, Business Psychology 2, or IT for Business 2, allowing limited flexibility while maintaining a comprehensive business education.In Year 3, students specialise in marketing. Mandatory modules include Integrated Marketing Communications, Business Finance, Market and Customer Insights, and Consumer Psychology and Behaviour. A wide range of electives allows students to tailor their expertise in areas such as Sales Management, Professional Selling, Marketing for Services, Strategic Service and Customer Experience Excellence, Sustainable Marketing, Event Management, Shopper Category Management, and New Product Innovation. Students may also undertake a Work Placement, Study Semester Abroad, or Marketing Internship Project, gaining valuable practical and international experience to enhance employability and career readiness.