Dundalk Institute of Technology Programmes and Modules - Bachelor of Arts in Digital Marketing and Public Relations

Bachelor of Arts in Digital Marketing and Public Relations

Business and Humanities

Programme Code	DK_BDMPR_7	Mode of Delivery	Full-time	No. of Semesters	6

Semesters Per Stage	2	NFQ Level	7	Programme Credits	180

Language of Instruction	English

Field of Study	0410 - Business & Administration

Educational Aim of Programme

This programme prepares graduates for employment as specialists in Digital Marketing, Public Relations and Marketing Communications in the domestic and international environment. They will be comfortable with contemporary technology, relevant business models, and will be professional communicators.
The programme will encourage learners to be quick thinking, flexible and capable of delivering substantial value to a given organisation – national or international, profit or non-profit – with a particular expertise in the areas of marketing and communication. Specifically, the programme delivers on the following:

1. Academic staff work with learners to optimise their intellectual abilities, creating opportunities for them in the areas of critical thinking, decision making and problem solving.
2. Learners are facilitated to develop their practical skills through a range of assessment techniques including: group work (both within their class group and with external links); work-based learning; and real-world projects with live clients.
3. The programme encourages learners to focus on their personal development through reflection on their learning, enabling them to identify strengths, build resilience and confidence, and cultivate a mindset that recognizes the worth of risk and failure as well as success.
4. The programme stimulates learners to question conventionally accepted knowledge in order to examine its relevance in the current business and social context.
5. Coursework challenges learners to propose and deliver creative and innovative solutions to given business situations, and to have the confidence to generate new approaches.
6. In addition to focusing on knowledge distribution, the teaching and learning approach in this programme equips learners to discover, evaluate, assimilate and apply information so that they become active, deep learners.
7. The programme is structured to allow opportunities for learners to shape their own learning experience and specialisms in, for example, assessments and further study options.

External Code

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Programme Learning Outcomes (PLOs)

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

#	Description
PLO1	(a) Analyse the critical and contextual theories pertaining to the field of Digital Marketing and Public Relations. (b)Investigate the interrelationships between the various business and technological functions within Digital Marketing and Public Relations (C) Compare and contrast current research and professional practices within the field
PLO2	(a) Recognise the limitations of current knowledge and gain familiarity with sources of new knowledge. (b) Identify and interpret real world challenges within in the disciplines of Digital Marketing and Public Relations (c) Assimilate the integration of core concepts within the field and demonstrate an ability to summarise and assimilate same.
PLO3	(a) Communicate effectively with peers and supervisors (b) Work independently and within time boundaries. (C) Identify opportunities that contribute to economic, social, cultural progress within the context of Digital Marketing and Public Relations (d) Practice professional and technical competence in the use of Digital Marketing and Public Relations techniques
PLO4	(a) Exercise appropriate judgement in the planning, design and implementation of solutions to products, services, operations or processes (b) Recognise the limits of current knowledge within the discipline (c) Use effective communication and collaboration in group activity
PLO5	(a) Practice reflective and creative thinking in the interpretation and application of pertinent strategies, concepts and models (b) Apply leadership skills, and appropriate decision making, within the context of finding appropriate solutions to complex challenges (c)) Undertake independent study and research tasks in an ethical and professional manner
PLO6	(a) Practise independent thinking in planning, execution and evaluation of tasks appropriate to Digital Marketing and Public Relations. (b) Interact and communicate effectively with colleagues (c) Use teamwork, interpersonal and analytical skills as required in a project based team.
PLO7	(a) Take initiative to identify and address learning needs and interact effectively in a learning group (b) Analyse learning needs and take responsibility for continuing professional development.
PLO8	(a) Distinguish self- management and self-appraisal in terms of the knowledge, skills or competencies required for further development (b) Use time management and stress management techniques to enhance performance (c) Practise skills that enable critical thinking and creative, ethical action in a Digital Marketing and Public Relations environment (d) Recognise different viewpoints to encourage more empathic, inclusive and ethically aware professionals