BA (Hons) in Business (Marketing) (Blended)

3 Years
Validated by
Blended Learning
Dublin Main Campus
NFQ Level
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Course Overview

Looking for a grounding in traditional marketing techniques and strategies, supported by an in-depth knowledge of digital marketing and social media tools?

The BA (Hons) in Business (Marketing) through Blended Learning is an exciting, practical programme that offers students the opportunity to hone in on their marketing strategy skills and apply their knowledge to real-life marketing scenarios in the context of a global landscape.

Why study Marketing at Griffith College?

Our BA (Hons) in Business (Marketing) is a 3-year QQI Level 8 degree. The purpose of the programme is to allow students to tailor their studies to reflect their interests and future career ambitions in marketing through a broad range of business and marketing modules.

  • Students will develop their marketing skills and expertise while also having a grounded knowledge in all key business areas.
  • Students will gain a key understanding of business disciplines, teamwork and specialised marketing practices, perfectly positioning them to be a dynamic team player in any business environment.
  • Students will achieve a degree level qualification in a flexible and accessible manner via the blended learning delivery method.
  • Students will benefit from a broad syllabus covering key marketing disciplines like global marketing, social media marketing, customer engagement and branding.
  • Students will receive lecturing from vastly experienced professionals from a wide range of industries.

Course Highlights

  • Suit your work/life balance, study in your own time at your own pace.
  • Dedicated e-learning tutor support and lecturer contact to ensure all your questions are answered.
  • Achieve industry certification as part of your qualification to build up your CV.
  • Work on real-life industry projects with live clients.

What can Blended Learning Students Expect?

Students can now fit their studies around a busy schedule with the blended delivery mode. We have brought the classroom to you.

  • Blended learning consists of weekly video lectures, monthly live webinars and one Saturday class per month.
  • Students are recommended to commit at least 10 hours per week to ensure they receive the same experience as students attending other study modes. 
  • Exams are held in person in January and May each year with the full-time and part-time students.
  • Take part in our access programme if you cannot commit to the required time per week. Take as few modules as you need to fit your schedule. Achieve your degree over a flexible duration.

Intake Dates

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


  • Autumn: October*


*subject to sufficient numbers

Course Details

The Year One and Two, management and marketing modules, act as a perfect introduction, and development, for the final year marketing modules. Students are required to undertake the four Year Three electives listed below, in addition to the mandatory modules, to acquire the BA (Hons) in Business (Marketing) designation.

If you have any questions in relation to this please contact the Admissions Office, [email protected].

Year 1

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. It highlights the importance of costs and the drivers of costs in the production, analysis and use of information for decision-making in organisations. It provides competencies on how to analyse information on costs, volumes and prices and how to take short-term decisions on products and services.

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.

The principal objective of this module is to outline the role of technology in business and how information technology 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 information technology skills but also through an awareness and understanding of the overall role of technology. For all information technology skills that are developed the learners understand the role that these skills play in the overall business function.

This module aims to develop an awareness and understanding 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.

Research has shown that the transition from school to college can be a very difficult time for young adults. The initial weeks at college where deadlines are explained, VLEs are demonstrated and college classes begin, can be overwhelming. 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.

Learners on first-year 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.

This module introduces learners to the key 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.

This module introduces learners to the macroeconomic environment and the principles 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.

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.

Year 2

The module aims to develop learners’ knowledge, understanding and application of concepts, processes and techniques of operations and supply chain management. Learners relate to the transformation of inputs to outputs and the approach that companies take to increase productivity, quality and service to their end consumer. Learners select and apply appropriate concepts, techniques and methods to the design and planning of operations. Learners demonstrate an understanding of the concepts and theories underpinning the discipline of supply chain management including purchasing and logistics.

This module aims to encourage and promote the critical examination of the theory of organisational behaviour. It identifies factors that influence the behaviours of individuals and groups in organisations. The module creates an environment that assists the learner in recognising issues that impact on a company’s effectiveness. Throughout the module, learners consider, discuss and analyse concepts, theories and frameworks to explore their potential contributions in aiding their understanding of organisational behaviours from a contemporary perspective.

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.

The aim of this module is to develop an understanding and knowledge of the general principles of Irish law as it relates to business. The learner is introduced to the effect, influence and impact of law in business and, upon completion, they are able to apply relevant law to practical business situations.

The module instils in the learner knowledge and understanding of company law as well as a broad understanding of the rights and obligations of employees and employers as they relate to business. The learner can analyse the strategic importance of ethics to business. The learner can evaluate common ethical problems faced by businesses and display how these can be resolved ethically. The learner understands the importance of culture in setting the ethics framework for managers and employees and can evaluate the role of regulatory forces in the ethical question.

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.

This module aims to engage learners to explore what is arguably one of the driving forces of the current global economic market. The module requires action learning. The module is designed to allow learners to synthesise learning gained from previous modules studied on the programme, applying this learning into devising a commercially viable business proposal.

Their findings are presented as a business plan proposal and oral presentation at the end of the semester. The module explains the entrepreneurship process as an ever-unfinished one, of becoming, but also as one that leads to the creation of sustainable growth within an organisation.

This module aims to provide learners with an understanding of the importance of digital marketing in modern business and to gain insight in to 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.

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.

Year 3 - Mandatory Modules

This module acts as a capstone module where learners apply previously gained knowledge across all the key elements involved in starting up a business in Ireland. These competencies include market and competitive analysis, marketing and marketing communications, people and operations, and financial analysis. The module is designed so as to enable learners to synthesize and apply the above key aspects to develop a viable, comprehensive and credible business plan.

This module introduces learners to the basics of financial management and its application in practice. The module focuses on the critical elements of financial decision-making for organisations, including investment decisions, sources of finance, management of working capital and performance appraisal.

The module aims to provide learners with an in-depth understanding of the link between company decision-making and the operation of capital markets. Over the course of the module, learners understand and appreciate the strong linkages between finance and globalisation. They demonstrate the importance of working capital management and the tools to manage it. Learners explore the financial environment in which firms and managers must operate.

This module introduces the key concepts and frameworks of strategic management. It is primarily concerned with the key managerial decisions that affect the long-term performance of an organisation and, as such, strategic position, choices and strategy in action are explored.

The module is interdisciplinary and learners build upon existing knowledge of environments that include the organisation itself, industry and wider macro-environments. In addition, existing knowledge gained from studying key functional areas including finance, marketing, human resources and operations is synthesised over the course of the module.

The module is designed to develop the learners’ skills in diagnosing the strategic health of organisations and providing strategic recommendations to senior management.

This module provides a comprehensive introduction to international business in which the environmental (political/legal, cultural, economic and financial) underpinnings of international business are examined. Learners are introduced to trade and investment trends as well as the internationalisation rationales for both MNCs and SMEs. This module analyses competitive environments and provides a strategic view of international business at both firm and national levels.

Year 3 - Elective Modules

This module introduces learners to the major aspects of global marketing. The aim of this module is to develop learners’ skills in the recognition, analysis and planning challenges faced by organisations when marketing globally.

Learners develop a critical awareness of the importance of environmental forces and emerging trends that impact firms marketing on a global level. An international marketing plan with appropriate marketing strategies is designed by learners, providing an opportunity to critically assess the challenges and provide solutions for successful implementation.

Consumer Behaviour in a Digital Era is a multi-disciplinary module that alerts learners 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 learners’ understanding of the complexities of consumer 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 in understanding consumer behaviour, as a key input to marketing strategy. By the end of this module learners gain an awareness of current consumer trends and digital consumer behaviour.

This module introduces the learner to the principles and practice of selling as a core business function. The relationship between sales management and the marketing environment is explored and tools and techniques are examined which provide insights into methods for successful sales strategy implementation. Skills in client management to optimise sales efforts are also investigated.

The development and communication of brands is a key marketing activity, central to the rest of the overall marketing strategy. This module aims to develop learners’ knowledge of branding strategies and communications. By the end of this module, learners fully appreciate the value of a brand to an organisation. Learners develop a critical awareness of the importance of marketing communications to global branding.


How to Apply

Entry Requirements

Leaving Certificate

2 H5 and 4 O6/H7 grades, to include a language (English, Irish or another language) and Maths.

English Language

If English is not your native language, you must show that your English level is of a suitable standard. For further information please contact a member of the Admissions Team.

Griffith College is accepting the online Duolingo English Test (DET) as valid proof of English proficiency. Please see here for further details.

How to Apply

Applicants under 23 years of age:

Applicants under 23 years of age will be asked for a copy of their Leaving Certificate results / QQI Level 5 qualifications or equivalent and must meet the minimum entry requirements for the programme.

Applicants over 23 years of age (Mature students):

If you are 23 years of age on or before the 1st January of the year you want to enter, you may apply as a mature student. Applicants over 23 years will be asked for a copy of their passport.


Please note that not all study modes may be offered at all times; for confirmation, refer to the Intake dates on the Overview tab.

Tuition Fees

Dublin: EUR 4,350.00

An Academic Administration Fee of EUR250.00 and a 2% Learner Protection Charge is applicable each academic year in addition to the fees quoted below. The fees below relate to Year 1 fees only.

Flexible payment options

Students wishing to pay their fees monthly may avail of our direct debit scheme. Please view our Fees information page for more information and assistance.


Is your company paying for your course?

They will need to complete a Griffith College Sponsorship Form and send this to the Student Fees Office:

  • Post: Student Fees, Griffith College Dublin, South Circular Road, Dublin 8
  • Email: [email protected]

2% Learner Protection Charge

All QQI accredited programmes of education and training of 3 months or longer duration are covered by arrangements under section 65 (4) of the Qualifications and Quality Assurance (Education and Training) Act 2012 whereby, in the event of the provider ceasing to provide the programme for any reason, enrolled learners may transfer to a similar programme at another provider, or, in the event that this is not practicable, the fees most recently paid will be refunded.

QQI Award Fee

Please note that a QQI Award Fee applies in the final year of all QQI courses. To find the relevant fee for your course level, please see the Fees page.


Academic Progression

Upon successful completion of their honours degree course, graduates may wish to continue their studies with a postgraduate qualification in Griffith College or with one of the many third level institution in Ireland or abroad.

The Griffith College Graduate Business School offers a portfolio of programmes which may be of interest. The following programmes prepare graduates for the world of international business; at MSc and MBA levels, and in full and part-time study modes.

  • The MSc in International Business Management will develop your skills and knowledge to specialise in key business industries within International Business and learn how to operate a business across borders.
  • The MSc in Global Brand Management gives students a thorough grounding in current theoretical brand management concepts, marketing models, and tools, as well as new ways of analysing, assessing and developing brand strategies, campaigns and insights.
  • The MSc in Procurement and Supply Chain Management is an award winning masters programme which is ideal for students wishing to gain industry knowledge of both public and private sector procurement and supply chain management.

Career Progression

Marketing is central to all business activities - whether in a large multinational or in a small local business. The purpose of any business is to meet consumers’ needs and wants while making a profit. A marketing qualification can open doors to a number of exciting and challenging careers. These include, but are not limited to, advertising, PR, sales management, market research, social media marketing, retailing, product design and development, and branding.