COURSE CURRICULUM

The Marketing stream is part of the common entry BBS (Hons) program, with Years 1 and 2 consisting of modules shared across all streams and Years 3 and 4 focusing on specialized marketing subjects. In Year 1, students develop a strong foundation in core business disciplines, including Introduction to Financial Accounting 1 & 2, Business & Financial Maths, Introduction to Management, Organisational Behaviour, Introduction to Human Resource Management, Microeconomics 1 & 2, and Statistics. Students also choose electives such as IT & Communication Skills or language options including Irish, French, German, and Spanish.Year 2 builds on this foundation with modules such as Costing, Probability & Operations Management, Human Resource Management, Career Development Skills, Introduction to Marketing, Integrated Marketing Communications, and Business Law, alongside electives in areas like management accounting, macroeconomics, international business, and contemporary management topics.In Year 3, the focus shifts to specialized marketing knowledge and practical application. Students study Applied Quantitative Analysis, Financial Management, Digital Marketing Planning, Marketing Research & Analytics, and The Changing Consumer. A flexible semester allows students to choose options such as Teaching Skills, Start-up Lab, International Placement, or Work Placement, enhancing real-world experience and employability.Year 4 emphasizes advanced strategic and digital marketing expertise through modules such as Business Strategy, International Corporate Strategy, Digital Economy, International Marketing, Brand Management & Virtual Communities, Contemporary Advertising, Customer Relationship Marketing, and Services Marketing. Students also complete a two-part minor dissertation project and select electives to tailor their learning.Overall, the program ensures a progressive development from general business knowledge to advanced marketing specialization, combining analytical, creative, and strategic skills to prepare graduates for dynamic careers in the marketing profession.