Program Overview

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Diploma in Marketing, Advertising, Sales & Public Relations

Overview

Marketing communications and the marketing profession have changed drastically in the last years becoming more complex and highly competitive. This diploma in Sales and Marketing offers an in-depth overview of the marketing profession, an understanding of the concepts and processes involved to effectively place products or services in the market. This course will teach practical skills in relation to the application of marketing, advertising and communications, sales and performance measurement, and public relations. It has a heavy emphasis on helping students gain real-world experiences, including the planning and execution of projects. With a central focus on how social media and analytics play such a key role in marketing today, this course will prepare the students for the challenges of global competition, customer experience management and fast-changing consumer trends which comes with marketing in the 21st century.

Programme Aims and Objectives

Aims

This programme aims to develop a learner’s skills, as a professional marketer, presenting all different aspects of marketing communications such as advertising, sales promotion, public relations, direct marketing, and social media. The programme is strong in its focus on core principles but it also exposes students to the reality of how marketing is undergoing digital transformation and acquiring the necessary skills.

Objectives

• Enable learners to gain knowledge of marketing communications, their tactics, methods and channels.
• Articulate the key aspects of an advertising campaign.
• Explore key elements of strategic PR planning and key communications techniques.
• Identify the challenges of sales management and the utilisation of new technologies.
• Appraise marketing metrics models to measure the efficiency and contribution of the marketing spends.

Timetable

The provisional timetable is available upon request.

Marketing, Advertising, Sales & PR Course Assessment

To meet the requirements of the Diploma in Marketing, Advertising, Sales and PR students will have to complete continuous assessment for each module. These will be a combination of both individual and group assessments, written assignments, case study analysis, MCQs and presentations.

Diploma in Marketing, Advertising, Sales & PR Course Content

Marketing Essentials

This module aims to develop a student’s skills, as a professional marketer, in analysing a range of marketing performance and productivity decisions which are central to the success of the marketing function within any organisation. Students will also gain an understanding of digital marketing transformation (including User Experience Design). The structure of the content is to ensure that students will have the skills and knowledge necessary to develop a successful marketing strategy and assess its performance.

Advertising & Communications

This innovative module will explore a broad range of subjects and practices within the fields of advertising & communications from creative advertising, to place branding. Students will learn about the traditional differences between paid, earned and owned media, but also the ways in which brand communications are transforming this media landscape. In this module students will develop practical skills that are integral to the disciplines of advertising and branding.

Public relations and crisis management

This module aims to equip candidates with the skills to practice the elements of communication engagement with targeted stakeholders. It will provide the theoretical knowledge and professional skills to practice effective public relations within the professional global PR and communications industry, and to learn how to manage a crisis. The module will be delivered largely in an interactive workshop mode, focusing on practical applications of key PR tools and techniques, both online and offline.

Sales and Performance Measurement

This module aims to give learners a comprehensive understanding of the sales management process and contemporary techniques from both a B2C and B2B perspective. The module will particularly focus on the role and value of technological and cloud-computing based sales solutions.

Structure

The Diploma in Marketing, Advertising, Sales & PR is offered both, as a part-time programme over one academic year and an intensive programme of 12 weeks. The programme is divided into four modules. Case studies will form an integral part of the programme. The programme encourages live discussion and contributions from students on all aspects of marketing, advertising, sales and public relations. When possible, guest speakers are invited to deliver presentations giving students insights into their work experiences and techniques within their specialist areas. Moodle will be used to facilitate student engagement with resources, as well as provide an interactive space for learners.

Career Opportunities

Graduates can work in a wide range of industries and sectors such as retail, fashion, manufacturing, financial and public services, leisure and tourism, and consumer goods. Public relations, sales, brand management, advertising and general management are all careers where the analytical and problem-solving skills are sought. Participants who complete this course will have a good level of understanding of how to develop and rollout strategies within organisations.

Progression to DBS Programmes

For students interested in further study, the Diploma in Marketing, Advertising, Sales & Public Relations will entitle students to exemptions at Level 1 of some of the Evening Business and Marketing (Hons) Degree programmes at DBS.

Student Profile

Typical students are those in employment wishing to upskill in the area of marketing, those who wish to upskill their knowledge of social media, or those who have been away from the workplace for some time and wish to refresh their skills in order to seek employment.

Fees

The fee for the Diploma in Marketing, Advertising, Sales & PR is €2,000. This is inclusive of tuition, registration, exam fees and DBS library membership. This fee must be paid in full before the course begins.

DBS Student Facilities

DBS Diploma students can also avail of a wide range of facilities to assist them in every aspect of their studies, including:

• Online Notes System (DBS Moodle)
• DBS Library Aungier Street
• DBS Careers and Appointment Service
• Subsidised Parking
• Subsidised Student Canteen

Certification

Dublin Business School

Schedule

2 evenings per week, 6.15-9.30pm

Next Intake

September 2025

Duration

14 weeks (part-time)

Mode

Online