BA (with Honors) in Marketing

Key Points

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The main objectives of this program is the provision of a comprehensive educational framework that covers the requirements and operation of all aspects of the marketing and sales functions in business organizations, and the main changes taking place in their theory and practice. An important goal of this program is to provide students with a solid foundation of knowledge and skills that will enable them to become effective marketing professionals in this changing environment.

The Bachelor (Honors) in Marketing prepares students for a career as a marketing professional. The program provides a comprehensive education in analytical skills required in business and in a variety of marketing and sales practices. The role of the marketer is placed within the broader business context that is delivered through a variety of business-relevant modules.

Independent College Dublin has a history of offering degree programs that attract students and produce graduates that are tailored to the needs of the employer. The accounting and finance program review has provided an opportunity to ensure that the program achieves its objectives and equally to ensure that those objectives are matched to the needs of stakeholders within a very challenging business and business environment.

Following the review process, the overall objectives of the Bachelor (Honors) in Marketing were reviewed as follows:

• Provide students with knowledge and understanding of fundamental marketing theories, concepts, and methods and the interrelationships between marketing and other broader business functions.
• Provide and develop professional competence in the techniques necessary to analyze, a situational audit on the various influences that affect competitive advantage, the ability to plan for the future and create strategies to take advantage of opportunities and / or defend against threats , implement the same strategies. through the combination and being able to evaluate the success of such strategies in a timely manner.
• Provide and develop the skills necessary to employ a methodical and critical approach to business challenges and to make decisions based on a thorough examination of the various influences on an organization’s marketing environment.
• To equip students with the ability to communicate marketing challenges and solutions in an effective and consistent manner using both written and oral media, taking into account ethical business practices, corporate governance and broader marketing standards.
• Cultivate an appreciation of the evolving market and how changes in technology and consumer behavior will affect the future development of marketing practices.
• Provide students with the knowledge and foundation to continue their graduate studies.
• Provide links with marketing agencies to maximize opportunities for engagement and optimize professional development for students.
• Facilitate the student’s development of applied skills that are directly complementary and relevant to the workplace.
• Allow the student to identify, develop and apply analytical and creative problem-solving and research skills.

Program learning outcomes

Upon completion of the program, the student must be able to:

• Evaluate the legal, social and economic environments of business, national and international, through a marketing perspective.
• Analyze the structure and role of the marketing function, and its potential contribution to the business, both nationally and internationally.
• Consolidate the fundamentals of marketing alongside finance, accounting, law, and management and how they interrelate to enable effective strategic business decisions.
• Demonstrate the ability to identify and leverage ICT facilities and emerging marketing technologies in pursuit of broader marketing and business objectives and to improve personal productivity.
• Use the responsibilities of the company’s professionals in a professional manner, identifying possible ethical dilemmas and evaluating possible solutions.
• Demonstrate acquired marketing skills, including the ability to participate creatively, collaboratively, and responsibly in teams.
• Exhibit mastery of research processes and the ability to apply it successfully in a business research project in a professional setting.
• Reflect and demonstrate a level of academic ability at Level 8, allowing for further academic or professional development.

Career options

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

• Small and medium-sized companies.
• The Public Sector.
• Digital marketing agencies.
• Major technical marketing centers based in Ireland.

Previous graduates of a program at Independent College Dublin have worked in the following companies:

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

Independent College Dublin has recently hired a Career and Student Experience Officer to offer robust assessment processes and feedback tools to assist in individual training sessions on behavioral competencies and career matching. This is complemented by visiting professional mentors and professional trainers who have been involved in recent years in our existing programs to facilitate student engagement with the industry. To date, significant emphasis has been placed on developing interpersonal communication and trust and the skills to communicate the value of students to an employer.

Level 1

The Stage 1 Program is designed to provide the foundation and “building blocks” for the entire program. The business and environmental context is extremely important to all participants in a business degree program, whether specialist or general. This stage provides that context with exposure to general management, marketing, and business law. The Marketing Principles module in particular provides a solid foundation course in marketing and provides context for a number of more specialized treatments later in the program. 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 towards the more specialized aspects of sales and marketing.

Four of the six modules directly address topics of great interest and relevance to the marketing community. These largely look at operational issues, and digital marketing in particular deals with the transformation of marketing resulting from developments in information technology. Furthermore, the importance of creativity and innovation is reflected in the inclusion of a module on Innovation Management at this stage.

A solid market research module in Stage 2 has substantial educational and practical value, particularly as an early preparation for Business Projects in Stage 3, should students opt for this instead of job placement.

Stage 3

In this last stage the other specialized areas of Marketing and Service Management, Integrated Marketing Communications and Marketing Management are addressed. Also, some general but extremely important commercial content is included at this stage. The Business Strategy course is intended to provide an integrative overview of all the business material covered in the program, including, of course, the marketing material.

The business project is likely to involve case study research, external interviews or data collection in the professional setting or other techniques covered in the Market Research module of Stage 2. The Entrepreneurial Project presentation is designed to provide a firm and confident demonstration of achievement of the academic standards required for the Honors degree.

Program structure

Admission requirements

Students are required to achieve a minimum of Grade H5 at a higher level in two subjects and four O6 in ordinary level subjects (to include Mathematics and one language).

English language level equivalent to 6.0 IELTS or equivalent score for students where English is not the applicant’s native language

International students interested in enrolling in this program must provide the following information to the College:

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

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