BA in Marketing drafted draft

Program Overview

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Course Overview

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Looking for an introductory course to Marketing which will inspire you and expand your knowledge of traditional and digital marketing techniques?

This three-year introductory degree equips students with the knowledge and capabilities required for success in a global marketplace. This Marketing degree fosters student's entrepreneurial spirit and encourages them to flex their creative skills to become dynamic team players.

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Why Study Marketing at Griffith College?

Our BA in Marketing is available on a full-time basis over a three-year period. This degree introduces students to the vital business roles played by finance, sales, digital technologies, marketing, and socio-economic influences. With a broad introduction to business principles in Year One and Two, graduates can perform as well-rounded marketing professionals in the modern business environment.

Students will share a number of classes with the BA in Business students, exposing them to a

variety of broad modules

and business knowledge.

Students will learn to r

ecognise the key characteristics

governing a particular company and then identify the factors that are

critical to its success

in preparation for the business world.

Students will be introduced to

entrepreneurship principles

and encouraged to flex their

creative skills

.

Students will apply their marketing knowledge with a

real-life client

in Year 3.

Students will understand

digital marketing tools

and the latest industry

trends in buyer behaviour

in a global marketplace.

Students have the

flexibility to exit the programme

after Year 2 with a Level 6 Higher Certificate in Business.

Graduates of the programme have

excellent progression opportunities

onto the final year of a Level 8 business degree.

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Course Highlights

Industry linked final year module.

Gain a degree in a dynamic and creative discipline.

Progression opportunities to Level 8 honours programmes.

Flexible exit award opportunities after Year 2.

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Intake Dates

We run one intake for this course, commencing as follows:

Autumn: September*

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Interested in life outside the classroom?

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Check out the latest news, events, and trips from our Students Union Team!

Course Codes

Dublin: GC410

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Testimonials

"I am a second-year student, on the BA in Marketing programme in Griffith College. The course subjects covered and the topics discussed are so interesting; I know they will help me in my future career. The lecturers in Griffith College go above and beyond to help you achieve your goals. Griffith has also taught me how to balance college, work and a social life."

Clara Grealis

BA in Marketing

"I am a full-time student in my second year on the BA in Marketing programme. I am excited for what my final year holds for me. The modules and materials covered in the course so far have helped me develop a solid marketing knowledge. I am glad that I chose to study at Griffith college for my abroad studies as it has been an unforgettable experience."

Adullah Obad

BA in Marketing

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Related Courses

BA (Hons) in Business (Marketing) BA in Business BA (Hons) in Business View Business Courses

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Program Outline

Course Details

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Year 1

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Research has shown that the transition from secondary school to higher education can be a very difficult time for young adults. The initial weeks at college where deadlines are explained, VLEs are demonstrated and classes begin can be overwhelming for some. This module seeks to facilitate this transition to third-level education by providing academic support, personal development skills and a time for reflection in a non-threatening environment.

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In a fast-paced and constantly changing world, it is more important than ever to have a sound appreciation of the context in which business organisations exist and operate. This module seeks to introduce the environment of business and the world of management. Learners are presented with a range of knowledge, theories, and concepts that are applied through case studies, examples, and lectures.

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The principal objective of this module is to outline the role of technology in business and how information technology (IT) enables business processes so that an organisation can function and strive in a competitive environment. In other words, how technology is used to benefit business. This is achieved through the acquisition of practical IT skills but also through an awareness and understanding of the overall role of technology. For all IT skills that are developed, the learners understand the role that these skills play in the overall business function.

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On completion of this module, the learners are able to apply the basic knowledge and skills that underpin accounting and finance for business organisations; apply the principles of double-entry bookkeeping to record business transactions; prepare simple cash budgets, and understand how business organisations source finance.

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This module introduces learners to the fundamentals of marketing, its role in modern organisations, the importance of understanding customers and aligning marketing activities to create customer value. This module provides academic underpinning via relevant theory and frameworks. This is combined with real-world case studies and examples enabling learners to gain a broad perspective on marketing and its role within organisations.

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Learners on Stage 1 business courses often present with a fear of mathematics which they have held since secondary school. This module aims to dispel this fear and instil in learners the confidence to approach problems with an analytical lens. Equipped with this confidence, learners can interpret data and summary statistics, thus contributing to solutions based on solid scientific principles.

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This module aims to provide learners with a comprehensive review and analysis of the many roles that communication fills in organisational life. Learners develop knowledge, skills, and judgment around human communication that facilitates their ability to work collaboratively with others. Learners are introduced to the nuances of intercultural communication and diversity that characterises contemporary Irish business environments.

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Entrepreneurship has become one of the most powerful and influential forces of change in the world. This module aims to engage with learners to provide them with an understanding of the motives, characteristics, and skills of entrepreneurs and the importance of entrepreneurial behaviour both in Ireland and internationally. The module introduces the learner to the supports, challenges, and contemporary issues facing entrepreneurs, providing a solid grounding on the fundamentals of entrepreneurship and the entrepreneurial process.

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Year 2

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On completion of this module, learners are able to apply the knowledge and understanding of the context, scope, principles and concepts that underpin management accounting. The module highlights the importance of costs and the drivers of costs in the production, analysis and use of information for decision-making in organisations. It further develops the learners’ competencies on how to analyse information on costs, volumes and prices and how to take short-term decisions on products and services.

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The module aims to provide a balanced approach to both the theory and application of economic concepts. It introduces learners to the fundamentals of microeconomics and exposes them to the principle theories and models used in microeconomics. It also demonstrates how economics can be used by individuals and businesses alike to assess problems and develop solutions. The learners are encouraged to become more astute participants in the economy by employing economic principles and recognising the role of their behaviour, and that of others, on the world around them. In particular, the module introduces economic concepts, an analysis of demand and supply, theories of the firm, competition, elasticity and behavioural economics.

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The purpose of this module is to develop appropriate skills and knowledge in learners which is intended to prepare them to source employment opportunities and enter the workforce successfully. The module enables learners to gain a broad understanding of the numerous, and diverse range of, activities that combine to secure employment and/or internship opportunities. Furthermore, the module aims to develop learners’ personal and professional skills so that they may act confidently and appropriately in a range of interpersonal business functions.

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This module aims to develop an awareness and understanding within the learner of the core functions, skills and challenges of management in a dynamic global business environment. Learners apply management theories and concepts to current business situations, both in Ireland and internationally. Contemporary business management issues are explored using practical examples, case studies and lectures.

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This module aims to develop an understanding and knowledge of the general principles of Irish law as it relates to business. It introduces learners to the effect, influence and impact of law in business, providing an understanding of how the Irish legal system is structured and how it operates with particular emphasis on business. It enables learners to apply relevant law to practical business situations. The module instils a knowledge and understanding of company law: including formation of companies, limited liability, corporate structure, key company documentation, responsibilities of directors, auditors, liquidators, receivers, examiners, company meetings, shareholders rights and duties.

The module enables learners to gain a broad understanding of the rights and obligations of employees and employers as they relate to business. The module supports learners to analyse the strategic importance of ethics to business and evaluate common ethical problems faced by businesses and how these can be resolved ethically, and justify the level of importance of individual judgment to the ethical question. The module aims to analyse the importance of the firm's culture in setting the ethics framework for managers and employees and evaluate the role of regulatory forces in the ethical question.

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The aim of this module is to provide learners with the knowledge and a practical understanding of the key tasks required to create ideas and to establish, manage and grow, a new or existing venture in a challenging business environment. A core focus is on developing in each learner a set of generic transferable enterprise skills that enable them to succeed in the changing business environment that graduates from the programme find themselves in. The primary focus of this module is on action by doing. The aim is to give support to the development of learners’ entrepreneurial behaviour and encourage the creation and generation of business opportunities.

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Marketing is an essential discipline in any business programme. This module introduces learners to marketing concepts and their practice in organisations. Learners develop an understanding of the importance of identifying customer needs / wants and determining how the organisation can best serve customers with compelling value propositions.

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underlying macroeconomic policies. In particular, it addresses the causes and consequences of aggregate changes in the economy such as inflation, GDP, unemployment and economic growth. Macroeconomics also examines and explores the role of government in influencing the direction of the economy through fiscal and monetary policies. This module also provides learners with real-world scenarios of how economies throughout the globe interrelate.

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The aim of this module is to introduce learners to the application of the required knowledge and understanding of the context, scope, principles and concepts that underpin financial accounting. In addition, learners are taught how to apply the principles of double-entry bookkeeping and prepare financial statements for sole trader entities.

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Year 3

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This module introduces the learner to a broad range of contemporary views of human resource practices and policies. Learners gain an understanding of the importance of human resource management in terms of aligning people and business processes. The learner is able to identify the significance of managing the key HR activities such as recruitment, selection, performance, training, etc., in a professional manner.

In addition, the module aims to provide the learner with knowledge of the essential applicable principles in terms of the employer /employee relationship. The module addresses current aspects and changes in employment legislation that can influence the employment relationship and, ultimately, the organisation.

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This module is designed so that learners develop an understanding of the relationship between business and the information systems used in business. Learners are introduced to the system types, how systems are acquired, security issues and current business information system trends. The module also seeks to engender an appreciation of the importance of business information systems in the day to day workplace.

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This module aims to provide learners with an understanding of the importance of digital marketing in modern business and to gain insight into current tools and best practices used. Additionally, learners grasp how to use digital marketing strategy frameworks to plan, implement and monitor the effectiveness of digital marketing activities.

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Buyer behaviour is a multi-disciplinary module that alerts the learner to the need to consider marketing activities in relation to other behavioural sciences, particularly, social psychology, sociology, anthropology and economics. It examines social factors such as class, status, the influence of the family, and peer groups, and their contribution to the decision-making process of the buyer. It also incorporates the salient issues of cultural change and the development of distinctive subcultures.

This module examines and develops an understanding of the complexities of buyer behaviour in a variety of different environments. The key focus of the module is to enable learners to appreciate the importance of consumers and to adopt a sophisticated approach to understanding buyer behaviour, as a key input to marketing strategy. By the end of this module, learners become aware of current consumer trends and digital buyer behaviour.

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This module provides learners with the opportunity to develop skills for identification, analysis and selection of appropriate marketing strategies in international settings. Learners are given a practical overview of the key elements of international marketing and issues businesses face when selecting, entering and operating in foreign markets. Global marketers face complex marketing opportunities and challenges and this module synthesises the broad scope of global marketing activities providing learners with an understanding of the core concepts in the field of study.

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The module provides learners with an insight into the strategic role that marketing plays in an organisation. This module explores the challenges and priorities facing senior marketing managers/directors as they formulate and implement marketing strategies in the digital age. This module provides a comprehensive overview of the concepts, techniques and tools used in strategic marketing management and customer relationship management.

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This module sees learners develop skills of applying analytical frameworks to companies who visit the college to present to learners their current situations and the challenges facing them. Learners are required to work in small groups, to apply the analytical skills they have developed over the course of the programme, in order to produce a marketing plan for the visiting clients. Learners confidently present the plans both to fellow learners, as they work on them, and then to the visiting clients.

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Progression

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Academic Progression

Graduates of the BA in Marketing are eligible to progress to the final year of the BA (Hons) in Business, the BA (Hons) in Business (Marketing), or the BA (Hons) in Business (HRM). The BA in Marketing is a QQI award at level 7 on the National Framework of Qualifications and therefore allows for transfer and progression both nationally and internationally.

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Career Progression

Graduates of the BA in Marketing have a strong basis for an exciting and challenging career including, but not limited to, advertising, PR, sales management, market research, retailing, product design and development, and branding