Bachelor of Arts (Hons) in Marketing

The main objectives of this programme is the provision of a comprehensive educational framework covering the requirements and operation of all aspects of the marketing and sales  functions in business organisations, and the major changes taking place in their theory and practice.  An important aim of this programme is to provide for students a solid foundation of knowledge and skills to enable them to become effective marketing professionals in this changing environment.

The programme seeks to inspire participants with a vision of the possibilities open to a business organisation through an informed understanding and effective implementation of the principles of up-to-date integrated marketing concepts and strategies, and the role of new technologies and innovative thinking in achieving these.

Another important dimension of the programme is the international one. With growing internationalisation within business it is essential that best practice internationally is recognised and incorporated in an appropriate way into degree programmes such as this.

Independent College Dublin has a history of providing degree programmes which appeal to learners and produce graduates which match employer needs. Reviewing the marketing programme has afforded the opportunity to ensure the programme will achieve its aims and equally, ensuring that those aims match stakeholder needs within a very challenging business and commercial environment.

Following the review process the overall aims of the BA (Honours) in Marketing were revised as follows:

• To provide learners with knowledge and understanding of the fundamental theories, concepts and methods of marketing and the inter- relationships between marketing and other wider business functions.

• To provide and develop a professional competency in the techniques necessary to analyse, a situational audit on the various influences that affect competitive advantage, the ability to plan for the future and create strategies to exploit opportunities and/or defend against threats, implement same strategies through the mix and be able to assess the success of such strategies in a timely manner.

• To provide and develop the skills necessary to employ a methodical and critical approach to business challenges and to make decision based on a thorough examination of the various influences in an organisations marketing environment.

• To equip learners with the ability to communicate marketing challenges and solutions in an effective and coherent manner using both written and oral media taking into account ethical business practices, corporate governance and wider marketing standards.

• To cultivate an appreciation of the evolving marketplace and how changes in technology and consumer behaviour will impact on the future development of marketing practices.

• To provide learners with the knowledge and foundation to pursue further post graduate study.

• To provide links with marketing bodies to maximise opportunities of engagement and optimise career development for learners.

• To facilitate the development by the learner of applied skills that are directly complementary and relevant to the workplace.

• To enable the learner to identify, develop, and apply analytical creative problem solving and research skills.