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BBs (Hons) in Digital Marketing

Course Code: LC220


Level

08

Duration

4 Years

Department

Marketing, Enterprise & Digital Communications


CAO Points

254

Course Type

Undergraduate - CAO

Location

Limerick

If you are interested in social media, designing apps, learning about world-wide marketing, global advertising and international brands then a career in Digital Marketing is for you. This course is all about exploring, developing and presenting new ideas in the digital age and making you ready for the many jobs available in this exciting and developing career.

 

 

 

 

 

What are the entry requirements?

Leaving Cert 

A minimum of 2 H5 & 4 O6/H7 grades in six Leaving Certificate subjects, including Mathematics and English or Irish.                                                             

Mature Applicants

Candidates applying as mature applicants may be required to attend an interview and may be requested to take an aptitude test to prove their suitability for a place on this programme.

 

 

 

Who can I contact?

What modules will I study?

  • Year 1

    Title: Principles of Marketing

    Credits: 05 Credits

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    The aim of this module is to provide learners with an introduction to the key concepts and theories of marketing and to develop an understanding of the important role of marketing in modern organisations. The module aims to develop the student’s ability to apply knowledge, techniques and skills in order to solve marketing problems.


    Title: Microeconomics

    Credits: 05 Credits

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    Whether it is explaining the behaviour of consumers, firms or governments, microeconomics is at the heart of all decisions. Microeconomics focuses on individual decision-making and how it affects people. The aim of this module is to introduce the learner to the fundamental concepts in microeconomics, including scarcity of resources, market demand and supply, market efficiencies and failure, elasticity, costs and market structures. The “economic way of thinking” introduced in this module involves the use of key concepts and models to help the learner to understand the cost of individual and firms' choices and provide general frameworks to understand key microeconomic concepts and issues for business and policymakers decision-making.


    Title: Information Technology & Office Applications

    Credits: 05 Credits

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    The aim of this module is for learners to develop an understanding of the role and application of information technology in the management and control of organisations, particularly the Marketing & Management functions. Learners will also develop the ability to utilise the fundamental features of office technology, such as word processing, presentation and spreadsheet applications.


    Title: Financial Accounting 1

    Credits: 05 Credits

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    This module provides students with an introduction to the concepts, principles, and practices of financial accounting. No prior knowledge of accounting is required.


    Title: Business Mathematics

    Credits: 05 Credits

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    The aim of this module is to introduce learners to mathematics in a Business context. Learners will use maths to measure inflation, examine capital investment decisions as well as presenting numerical data graphically.


    Title: Digital Marketing

    Credits: 05 Credits

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    The module presents a high-level overview of the main components of the digital marketing environment, the key tactics and strategies used by Digital Marketers and the impact of digital technologies on consumer behaviour.


    Title: Content Writing for User Experience and Design

    Credits: 05 Credits

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    The aim of this module is to provide learners with a detailed understanding of the importance and value of content writing for the user experience and design in the digital environment. Learners will develop practical skills in content evaluation, planning and writing, in order to develop creative content, which reflects a positive user experience and user friendly design.


    Title: Macroeconomics

    Credits: 05 Credits

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    The aim of this module is to introduce the learner to the principles underlying the macro economy. This is the study of how aggregate economic variables (such as the real growth rate, inflation and unemployment) interact and how the government and other policymakers can influence their behaviour. The first part of the course deals with key topics such as the theory of income determination, the consumption function and fiscal policy as well as the foreign exchange market. The latter part examines monetary policy instrument including interest rates determination and how monetary policy is conducted by the European Central Bank. The benefits and costs of economic and monetary union are also addressed in this introductory macroeconomics module. Learners will be required to analyse the economic climate for both Ireland and EU member countries from current literature and media sources.


    Title: Web Technology & Interactive Applications

    Credits: 05 Credits

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    The Internet has transformed how businesses operate; therefore, learners must understand the basic economic and business forces driving the Internet and World Wide Web. They must also comprehend the technology of the Internet and basic ethical principles in the context of the digital marketing environment. The module will also give learners an appreciation of digital multimedia technology and how it can be utilised effectively by organisations.


    Title: Financial Accounting 2

    Credits: 05 Credits

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    This module provides students with an opportunity to further develop the concepts, principles and practices of financial accounting introduced in the module Financial Accounting 1. It will also look at other perspectives of the uses of financial accounting.

     


    Title: Management Principles

    Credits: 05 Credits

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    The aim of this module is to provide learners with a broad awareness of management theories and concepts and their application to the various structures, functions and operations of organisations


    Title: Business Statistics

    Credits: 05 Credits

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    Business Statistics provides the student with an understanding of statistical concepts and computations skills for busines and their practical appication. It develops a systematic approach to dealing with statistical data.


  • Year 2

    Title: Legal Fundamentals for Business

    Credits: 05 Credits

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    This module will impart a knowledge of those aspects of law which are an intrinsic part of business life.  In addition it will allow learners develop their competence to be able to apply Business Law to the commercial environment.


    Title: Ebusiness & Marketing

    Credits: 05 Credits

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    The aim of this module is for learners to understand the electronic business landscape. The wider choices of products, services and prices from different suppliers will be examined and the opportunities to expand into new markets, offer new services, apply new advertising techniques and compete on a more equal footing with larger businesses will be explored. Learners will also examine the management of website projects and design and development their own website.


    Title: Hrm Concepts

    Credits: 05 Credits

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    This module equips students with an understanding of the importance and context of human resource management (HRM) as an operational and strategic function within organisations. It provides students with an insight into the contemporary debates relating to HRM. Students will also develop a strong applied knowledge of HRM systems, processes and best practice in the planning, staffing and reward of employees.


    Title: Search Marketing

    Credits: 05 Credits

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    Students will learn the knowledge, competencies and skills to understand, organise, implement and control a search marketing strategy in an organisation, to drive targeted, high converting traffic. The learner will gain an extensive grounding in search marketing technologies and tools and how they work together to form an all-encompassing search strategy.


    Title: Management Acounting 1

    Credits: 05 Credits

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    The aim of this module is to allow learners develop management accounting skills that are important in the planning, controlling and implementation of management decisions.


    Title: Sales Management

    Credits: 05 Credits

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    This module examines the managerial issues surrounding sales force management. These include sales management issues such as sales force recruitment and selection, salesforce training, salesforce motivation and compensation, sales forecasting and budgeting, and salesforce evaluation and performance. These techniques and skills are applicable to a wide variety of management and sales management roles.


    Title: Corporate Law

    Credits: 05 Credits

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    This module will impart a working knowledge of company and partnership law and further enhance the learner’s appreciation of various aspects of commercial law. As such it allows the learner appreciate the importance of legal issues when faced with key business management and development decisions.

     


    Title: Hrm Practice

    Credits: 05 Credits

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    The aim of this module is to provide students with a strong practical knowledge of the range of HR strategies and practices that organisations deploy to secure a lasting, strategic competitive advantage from their human resources. Through a review of best practice and through applied learning for day-to-day and strategic HR activities, students will be able to critically evaluate HRM as an organisational function.


    Title: Mobile Marketing

    Credits: 05 Credits

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    The student will learn how to use the principles of marketing in a mobile context, including how to plan and execute a mobile marketing strategy, as well as how to manage the design and development of a mobile app for business use. Learners will also understand how mobile marketing plays a key role in an organizations local marketing strategy.


    Title: Management Accounting 2

    Credits: 05 Credits

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    The aim of this module is to allow learners develop management accounting skills that are important in the planning, controlling and implementation of management decisions.


    Title: Social Media Marketing

    Credits: 05 Credits

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    This module engages the learner in the application of marketing to a social media context. It emphasises both the processes and the tools, in an overall business strategy, from planning and implementation to the analysis of digital campaigns. Learners will examine the digital marketing mix and how best these communication tools and strategies can be applied to compete effectively both offline and online.


    Title: Personal Selling

    Credits: 05 Credits

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    As a result of new economic, technical and competitive dynamics, organisations are becoming more market-oriented and customer-driven. The aim of this module is to introduce learners to the key principles of personal selling and the dynamics of the sales process through theory and practice. The learner will gain an understanding of the role and function of personal selling as part of the marketing mix. Techniques in identifying and locating perspective customers, understanding customer needs, formulating strategies for approaching consumer and organisational buyers, customer relationship management, planning individual sales interviews, presentation, demonstration, negotiation, handling objections, closing the sale and servicing customer accounts are covered in theory and practice.

    The primary responsibility of a salesperson is to conclude a sale successfully. The learner will gain an understanding of the key responsibilities of a salesperson and the importance of preparation in improving sales success in both sales negotiations and pure selling. This module aims to give the learner an opportunity to develop their selling skills and understanding of the environment within which all businesses operate and the ways in which different organisations are structured.


  • Year 3

    Title: Branding

    Credits: 05 Credits

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    The aim of this module is to provide students with a practitioner level understanding of the theories, philosophies, role and application of branding within the marketing discipline. The module examines the importance of creating and managing brands as well as exploring branding strategies employed across various brand leaders. Contemporary issues in branding are also explored, such as, the use of social media, brand communities and global branding.  


    Title: Marketing Research

    Credits: 05 Credits

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    The aim of this module is to develop learners’ understanding of the research process and improve their abilities to identify situationally appropriate marketing research activities. This will be achieved through a detailed examination of current marketing research practices, the comparative analysis of differing research methodologies and the analysis of related research theory.


    Title: Organisational Information Systems and Business Intelligence

    Credits: 05 Credits

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    Organisations are increasingly reliant on information systems to remain competitive in challenging marketplaces.  In recent years the gathering, organising and interpreting of key data and information has become the focus of many organisations' decision making processes. The aim of this module is to examine information systems and the role they play in maintaining and transforming businesses. Learners will examine and analyse the key information systems applications for the digital age and investigate how these systems are key to the achievement of operational and managerial excellence.


    Title: Marketing Communications

    Credits: 05 Credits

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    The aim of this module is to engage learners in the importance of understanding the key communication concepts within a marketing context and then engaging learners with specific marketing communication techniques that organisations use in reaching their target audiences.


    Title: Analytics & Consumer Insight

    Credits: 05 Credits

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    Students will learn what the key metrics and performance indicators are in relation to analytics in a digital environment. They will also learn the link between consumer insights and effective marketing solutions, enabling them to apply relevant analytical tools to digital marketing contexts, such as campaign analysis and customer value analysis.


    Title: Managerial Finance

    Credits: 05 Credits

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    The aim of this module is to give learners a broad understanding of finance and financial management together with the analytical skills necessary to evaluate the financial implications of business decisions.


    Title: Service Marketing

    Credits: 05 Credits

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    The aim of this module is to develop learners' knowledge and abilities to analyse the critical issues in services marketing, through the use of theoretical frameworks and contemporary examples across various service sectors.


    Title: Marketing Research Project

    Credits: 05 Credits

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    The aim of this module is to develop learners’ practical research capability. Learners will apply field-based research skills to a real world marketing research problem in a business or social setting of their choice, By completing and presenting a significant research project learners will appreciate what can and cannot be learned from marketing research, how to successfully gather and analyse both qualitative and quantitative marketing data, how to make business decisions based on those data and how to effectively and ethically communicate research findings and recommendations.


    Title: Business Analytics for Decision Making

    Credits: 05 Credits

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    Business Analytics aims to apply analytical techniques to data in order to create insightful and efficient resulutions to everyday business issues and to create value. This module examines current thinking on Business Analytics and prepares students to critically analyse business data by combining software tools with decision making and problem solving skills. It will provide a thorough understanding of how to analyse, report and communicate business performance information.


    Title: Marketing Communications - Media & Tools

    Credits: 05 Credits

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    The aim of this module is to provide the learner with a clear understanding of how the various tools and techniques within the field of marketing communications can be utilised to allow the organisation achieve competitive advantage and commercial success. In addition, an indepth examination of the key media options available to both traditional and contemporary marketing organisations will be undertaken.


    Title: Online Public Relations (P.R)

    Credits: 05 Credits

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    This aim of this module is to provide learners with an insight into the use of digital technology for PR campaigns, as part of an organisation’s integrated marketing communications strategy. Students will examine the various tools and techniques used in online PR regarding a firm’s reputation and relationship management strategy, as well as assessing the challenges of online PR. In addition to this, students will gain practical experience by developing and managing online PR campaigns.


    Title: Work Placement

    Credits: 05 Credits

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    The overall aim of the placement is to provide the student with a broader skill base on completion of their Business programme. The practical learning experience of placement complements the more theory-based elements of the prior years by developing the learning skills of the student in the undertaking of real-life projects. The placement combines theory with relevant practical work experience in companies and organisations in Ireland or overseas.

    The duration of the placement is for a minimum of 200 hours and it can be completed sequentially throughout the academic year or in one block during the summer months. The placement is an active partnership between the employer, the student and LIT, ensuring proper supervision, evaluation and relevancy to the degree programme.


  • Year 4

    Title: Strategic Marketing

    Credits: 05 Credits

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    This module examines the role of marketing in strategy development and the move towards the market led business where the market and the customers form the market should be the starting point in business strategy formulation (Cravens & Piercy, 2006). The aim of this module is to develop the learner's ability to develop a critical approach in analysing, planning and implementing strategic marketing decisions.


    Title: Cyberpsychology for Marketers

    Credits: 05 Credits

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    The module explores the impact of the internet and virtual environments on the psychology of individuals and groups, including examining online internet behaviour, identity on the internet, social networking site use, the psychology of the internet in general, along with ethics, cyber bullying and crime.


    Title: International Marketing

    Credits: 05 Credits

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    The aim of this module is to develop learners’ abilities to evaluate critical issues in international marketing and to improve their skills in international marketing planning. During the course of the module this analysis will be informed by discussions around the key concepts in international marketing, the strategic context for internationalisation and managing both the international marketing effort and international marketing relationships.


    Title: Strategic Management Concepts

    Credits: 05 Credits

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    Strategic Management Concepts examines the theory and practice of strategic management within an organisational context, providing an understanding of the main elements and implications of strategy together with an understanding of strategic issues. Strategic analysis is explored, along with the organisational considerations of deciding on exact strategies to follow
    and the implications of strategic choices & evaluation in dynamic and global environments. The levels of strategy i.e. business, corporate and international are examined utilising theory and application.


    Title: Commercial Law: Business Regulation

    Credits: 05 Credits

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    The module is designed to impart knowledge on the basis of certain commercial transactions.


    Title: Consumer Behaviour

    Credits: 05 Credits

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    The aim of this module is to explore, many social, cultural and marketing factors that influence the selection and usage of products and services. To fully understand this process, learners’ will be exposed to perspectives on consumer behaviour from marketing, psychology, sociology and anthropology. Learners’ will also be exposed to the techniques that marketers use to understand and influence consumers, and how these techniques contribute to our daily lives and the culture in which we live. In addition, learners’ will apply theoretical concepts to marketing strategies and decision-making. Issues are explored through theoretical frameworks, market research, experiments and detailed case studies.


    Title: Global Business Management

    Credits: 05 Credits

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    The aim of this module is broaden the learners’ understanding of marketing management practice into the global arena. Developments in the global economic environment will be examined in-depth and the subsequent repercussions for strategic marketing management will be studied.


    Title: Strategic Management Practice

    Credits: 05 Credits

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    Strategic Management Practice examines theory and practice of strategic management in an organisational context. The programme provides a conceptual understanding of the main elements and implications of strategic management including an understanding of strategic development processes. Together with an understanding of the structures, processes, resources and relationships which form the bases for strategic implementation. The programme investigates how internal leadership styles, varying organisational cultures and change management styles and perspectives impact on the implementation and practice of strategic management. The programme also explores strategy from the perspectives of organisational effectiveness and measurement.


    Title: Commercial Law: Intellectual Property and Internet Regulation

    Credits: 05 Credits

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    This commercial law module deals with Intellectual Property and Internet Regulation. The module is designed to assist the learner in identifying and analysing the legal regulation of the way in which ideas, innovation and artistic endeavour are protected and commercially exploited. The module also deals with the law relating to electronic commerce, data protection laws and cybercrime.


    Title: Final Year Project

    Credits: 15 Credits

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    The aim of this module is to consolidate learners' knowledge from previous years in a capstone research thesis/applied project in their specialist area.


Are there opportunities for further study?

Successful graduates of this programme are eligible to join our Business Masters programme in Marketing and Management Strategy and our MSc in Digital Marketing.              

What are the career prospects?

Positions that graduates can work in include:                                                                 

  • International Marketing Manager
  • Online Content Writer
  • Social Media Manager
  • Global Sales and Logistics
  • General Business Management
  • Digital Advertising Executive
  • App and Web Site Designer