Bachelor of Arts (Honours) in Digital Marketing and Strategic Communication

Business and Humanities
Programme Short Title BA(Hons) in Digital Marketing and Strategic Communication
Programme Code 10088 Mode of Delivery Full-time, Modular No. of Semesters 8
Semesters Per Stage 2 NFQ Level 8 Programme Credits 240
Language of Instruction English
Field of Study 0410 - Business & Administration
Educational Aim of Programme The educational aim of this programme is to assist learners in their academic, intellectual, and personal development to enable them to work as professionals, developing and leading enterprises (national and international) within the Digital Marketing and Communication sector. More specifically, the BA (Hons) in Digital Marketing and Strategic Communication degree will aim:
• To foster the intellectual ability of learners in a manner which enables them to make a meaningful contribution in their professional and personal lives.
• To develop graduates with the knowledge that will enable them to question, analyse, synthesise, and critically evaluate situations and contexts in seeking solutions to problems.
• To instil a work ethic and develop a spirit of creativity, enterprise, and innovation.
• To enable participants to critically examine and assess the scope and potential of the Digital Marketing and Communication sector, and to facilitate students’ interaction with industry through, for example, projects, cases, and guest lectures.
• To enable students to develop their confidence by acquisition of the Digital Marketing, Communication, Technology, Business and Social Skills and competencies required for them to be proactive industry leaders in the future.
External Code
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Programme Learning Outcomes (PLOs)

On successful completion of this programme the learner should be able to :

# Description
PLO1 An understanding of the theory, concepts and methods pertaining to the field of learning within the Digital Marketing and Strategic Communication domain.
PLO2 Detailed knowledge and understanding in the field of Digital Marketing and Strategic Communication, some of it at the current boundaries of the discipline
PLO3 Demonstrate mastery of a complex and specialised area of skills and tools pertinent to the field; use and modify advanced skills and tools to conduct closely guided research, professional or advanced technical activity within the Digital Marketing and Strategic Communication Sector
PLO4 Exercise appropriate judgement in a number of complex planning, design, technical and/or management functions related to products, services, operations or processes, including resourcing
PLO5 Use advanced skills to conduct research, or advanced technical or professional activity, accepting accountability for all related decision making; transfer and apply diagnostic and creative skills in a range of contexts within the field of Digital Marketing and Strategic Communication
PLO6 Act effectively under guidance in a peer relationship with qualified practitioners; lead multiple, complex and heterogeneous groups
PLO7 Learn to act in variable and unfamiliar learning contexts; learn to manage learning tasks independently, professionally and ethically
PLO8 Express a comprehensive, internalised, personal world view manifesting solidarity with others

Semester Schedules

Stage 1 / Semester 1

Mandatory
Module Code Title
Introduction to Writing for Digital Media
Digital Marketing, PR and Communication
ACCT B7009 Accounting
BUSS H7001 Business Computing Applications
RESA B7Z01 Research and Communication Skills
Elective
Module Code Title
CHIN B7001 Chinese 1
MRKT B7015 Contemporary Marketing & Communication
ENGL C8Z01 English 1
FREN C8Z01 French 1
GERM B7003 German 1
BUSS B7031 Intercultural Studies (Irish Society)
SPAN B7Z01 Spanish 1

Stage 1 / Semester 2

Mandatory
Module Code Title
BUSS B7033 Contemporary Management
ECON B7016 Economics & Society
COMM B7Z06 Workplace Communication Skills
Elective
Module Code Title
CHIN B7002 Chinese 2
BUSS B7Z02 Creativity, Innovation and Teamwork
ENGL C8Z03 English 2
FREN C8Z03 French 2
GERM B7004 German 2
CULT B7Z04 Intercultural Studies (Europe)
SPAN B7Z02 Spanish 2

Stage 2 / Semester 1

Mandatory
Module Code Title
MRKT B7020 Consumer Psychology & Behaviour
MRKT B7019 Contemporary Market Research
MRKT B7016 Marketing Communication & The Law
MRKT B7018 Marketing Communication Media Tools
MRKT B7024 Public Relations Planning & Execution
Elective
Module Code Title
CHIN B7003 Chinese 3
ENGL C8Z05 English 3
FREN C8Z05 French 3
GERM B7005 German 3
CULT B7Z05 Intercultural Studies (America)
PRPF H7006 Life Skills for the Resilient Graduate
SPAN B7Z03 Spanish 3

Stage 2 / Semester 2

Mandatory
Module Code Title
MRKT B7022 Branding and Customer Relationship Management
ACCT B7010 Management Accounting for Decision Makers
MRKT B7021 Sales Management & Practice
Elective
Module Code Title
CHIN B7004 Chinese 4
ENGL B7Z18 English 4
FREN C8Z07 French 4
GERM B7006 German 4
CULT B7Z06 Intercultural Studies (Middle East and Africa)
MRKT B7023 New Product Development
BUSS B7032 Quantitative Techniques
SPAN B7Z04 Spanish 4

Stage 3 / Semester 1

Mandatory
Module Code Title
ENES B7004 Applied Entrepreneurship
EVNT B7006 Event Management
COMM B8006 Integrated Communications Practice
MRKT B8021 Mobile Marketing
MEDA B7003 Writing for Digital Media
Elective
Module Code Title
CHIN B7005 Chinese 5
ENGL B7Z19 English 5
FREN H3040 French 5
GERM B7007 German 5
DESG B7002 Image Editing and Design Theory
CULT B7Z07 Intercultural Studies (Asia)
SPAN B7Z05 Spanish 5

Stage 3 / Semester 2

Elective
Module Code Title
PROJ B7016 Industry Project
STAB B7003 Studies Abroad Semester
PLCE B7009 Work Placement

Stage 4 / Semester 1

Mandatory
Module Code Title
Contemporary Market Insights
Crisis Management
Global Marketing Strategy
Project Planning and Leadership
Strategic Communication
Elective
Module Code Title
BUSS B8Z04 Business Ethics and Corporate Citizenship
CHIN B7007 Chinese 7
ENGL B8Z06 English 7
FREN B8Z11 French 7
GERM B8Z10 German 7
MEDA H8003 Media, Power and Politics
SPAN B8012X Spanish 7

Stage 4 / Semester 2

Mandatory
Module Code Title
Advanced Media Tools
Applied Professional Project
Elective
Module Code Title
Applied Advanced Writing
Branding Strategy
CHIN B7008 Chinese 8
ENGL B8Z07 English 8
FREN C8Z12 French 8
GERM B8Z11 German 8
SPAN B8013 Spanish 8