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

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.

Mathematics equips learners with the confidence and tools to collect, interpret, and apply data to solve problems. Core concepts like statistics, financial mathematics, and algebra underpin many business applications such as pricing decisions in economics and business, and investment analysis in accountancy and finance, and is, therefore, a very important first-year module. Beyond mathematical computations, this module will enhance logical thinking, problem-solving, and learners’ attention to detail, all characteristics that are highly valued in today’s business world.

The principal objective of this module is to outline the role of technology with an emphasis on AI in business. It explores 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.

This module seeks to provide learners with the tools to equip them both practically and emotionally to flourish as individuals and as scholars, preparing learners to succeed in education and the working world. The module will cover the academic requirements of research skills, referencing, and critical thinking skills together with practical skills such as goal setting, time management, and note taking. Emotional strength, empathy, and resilience is also addressed using case studies and discussions as these traits become ever more important in today’s world.

On completion of this module, learners can display basic theoretical and practical accounting concepts, explaining how they apply to different business environments. This module concentrates on the principles of recording, processing, and summarising business transactions and events, extracting a trial balance, and preparing basic financial statements for sole trader entities. Learners are introduced to the concept of controls in the realm of accounting through the completion of receivable and payable control accounts.

This introductory finance module is designed to provide learners with foundational knowledge and practical skills in the field of finance. This module provides the learner with skills to explore the financial environment in which an entity must operate, as well as to understand the various methods that can be utilised to finance the various organisational finance requirements. This module also aims to demonstrate the importance of working capital management and the tools to manage it, including an emphasis on cash flow. Whilst this module focuses on introducing basic finance-related concepts to the learner regarding different business requirements, this module also focuses on personal financial planning, outlining its importance in achieving financial stability and reaching long-term personal financial goals.

This module introduces learners to the fundamental principles of marketing. It is designed to equip learners with an appreciation for the role of marketing in organisations and an understanding of key concepts including consumer behaviour, segmentation, market research, marketing planning, and the contribution of digital to contemporary marketing. The module emphasises the importance of marketing decision-making allowing the learners to more fully understand the impact of these concepts on business.

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 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 principal 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, in 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.

This module is designed to provide learners with an understanding of how management accounting plays an integral part in business organisations, highlighting the importance of recording management accounting information accurately. 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 make short-term decisions on products and services.

This module builds upon the strategy foundations developed in the Digital Marketing Implementation & Optimisation module. Learners implement campaign strategy plans in small groups, simulating agency-style production teams. Implementation briefs are based on real Irish businesses. Learners apply their skills across search, social, email, and landing page platforms and complete the full campaign lifecycle through monitoring, troubleshooting, and reporting.

This module explores the strategic foundations of digital marketing and its role in shaping modern business planning. It focuses on developing core competencies in digital analysis, persona research, content and channel strategy, and data-informed planning. Learners explore how artificial intelligence, automation, and shifting consumer behaviours are transforming the marketing landscape and how strategic frameworks (e.g. RACE, SOSTAC) are applied to real-world campaigns.

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 active learning. The module is designed to allow learners to synthesise learning gained from previous modules studied on the programme, applying this learning to 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 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 can identify the significance of managing the key HR activities, such as recruitment, selection, performance, training, etc., professionally.

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.

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 instills in the learner a 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 is designed so that learners develop an understanding of the relationship between business and the modern information systems used in business. Learners are introduced to the system types, how systems are acquired, security issues, and current business information system trends with a strong focus on AI tools/systems. The module also seeks to engender an appreciation of the importance of business information systems in the day-to-day workplace as it looks at case studies that illustrate the benefits and challenges of the use and implementation of these systems. Careers that have business and information systems aspects overlap are discussed as some may want to pursue project management, business analysis, or even end-user development.

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 which impact 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 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 consumers. 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.

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.

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. Throughout 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 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 to enable learners to synthesize and apply the above key aspects to develop a viable, comprehensive, and credible business plan.

The purpose of this module is to enhance the learner's understanding of ethical and sustainability challenges facing business leaders in a global business environment. Learners will examine how businesses can integrate ethical decision-making with sustainability goals to create long-term value while addressing pressing environmental and social challenges. The module emphasizes both theoretical foundations and practical applications, enabling learners to develop the knowledge and skills needed to navigate complex dilemmas in sustainability contexts and to design business strategies that are both responsible and environmentally sustainable. Throughout the module, learners will explore how businesses can contribute to achieving the UN Sustainable Development Goals while maintaining ethical integrity and business viability.

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.

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 throughout 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.

Marketing, branding, and communications is the process of understanding how a brand is perceived in the marketplace and managing marketing communication strategies to help build brand equity with the target market. The development and communication of brands is a key marketing activity, central to the rest of the overall marketing strategy.

This module introduces learners to the principles and practices of selling and building important customer relations as a core business function. The relationship between sales management and the marketing environment is explored and tools and techniques are examined which provides insights into methods for successful sales strategy implementation, and building successful customer relationships as part of the process. Skills in relation to client management to optimise sales efforts are also investigated.

This module introduces learners to the major aspects of global marketing. This module aims to develop learners’ skills in the recognition, analysis, and planning of 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.

This module equips learners with advanced skills in marketing measurement and analytics, enabling them to interpret campaign performance data, evaluate the effectiveness of tactics, and make evidence-informed recommendations. It supports the transition from tactical marketing execution to strategic decision-making, building directly on the foundational skills acquired in Stage 2 modules such as Digital Marketing Strategy and Planning and Digital Marketing Implementation and Optimisation. By the end of this module, learners will be able to confidently assess the success of marketing activities across multiple channels and communicate their findings using a combination of dashboards, data visualisations, and narrative reporting.

Dublin: EUR 4,500.00