Business Studies (Digital Marketing) - BBs (Hons)

Course Code: US843

Level

Duration

4 years

Department

Marketing, Enterprise & Digital Communications

CAO Points

271

Course Type

Undergraduate - CAO

Location

Limerick

Learn Digital Skills for the Digital Age on a new Business Studies degree which allows you to control what you study and how you learn. Building Interactive Apps, Social Media Content writing, Influencer Marketing, Web Analytics, Online sales – this new degree covers all the skills you need to grow your digital career. Create practical, hands-on digital plans, apps, and projects from day one. Meet and work with real and virtual global businesses throughout your degree. Enjoy a full semester of Work Placement in Year 3 and continue working over the Summer if you choose.

This BBus degree is designed to ensure that you graduate with a wide range of skills to help you choose the career path you want to follow in life. You will assess the impact of digital technology on all types of business scenarios, learn to integrate social media tools into a marketing communications strategy, and effectively use different forms of digital marketing in the development of a global online presence. With a wide range of business subjects and assessments available on this course, students become independent thinkers, developing their own views on society and how to shape the world of digital business into the future.

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. Please visit the Admissions section of our site for more information.

International Applicants

International applicants should apply directly to the International Office at TUS, allowing plenty of time for completing the visa process. Applications for September start should be made by 1st June at the latest to ensure visas are processed in time. You should familiarise yourself with visa processing times for your country of origin to ensure you make a timely application. Find out more here.

Who can I contact?

What modules will I study?

Year 1 - Semester 1

Title: Business Technology & Interactive Applications

Credits: 5
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Learn how to really use Apps. Innovations in technology have transformed how businesses operate. This module will give learners an appreciation of digital multimedia technology and how it can be utilised effectively by organisations.

Title: Introduction to Digital Marketing

Credits: 5
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Getting you started in Digital Marketing. This module introduces you to the digital marketing environment and examines key elements, tactics and strategies in a digital marketing campaign. This is your introduction into the exciting world of digital.

Title: Live Business Project

Credits: 5
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Develop your own business idea. This module has been designed to provide students with an opportunity to develop the skills required to develop and operate a real-life business. Students will be required to work in groups in order to identify a strong business idea they believe presents an opportunity to be exploited. Students will then develop this idea over the course of the module into a real-life business which they will present at the end of the term.

Title: Principles of Financial Accounting

Credits: 5
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No prior knowledge of accounting is required. This module provides students with all they need to know about the concepts, principles, and practices of financial accounting.

Title: Principles of Management and Marketing

Credits: 5
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Learn the basics of business, start from the beginning. The aim of this module is to provide learners with an introduction to the key concepts and theories of management and marketing and to develop an understanding of the role of marketing and management in modern organisations. The module aims to develop the student's ability to apply knowledge, techniques and skills in order to solve marketing and management problems.

Title: Selling Techniques

Credits: 5
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Learn how to sell, it’s the first rule of business. The module introduces learners to the key principles of selling and the dynamics of the sales process. The learner will gain an understanding of the role and function of selling and develop techniques in identifying and locating perspective customers, understanding customer needs and formulating strategies for approaching consumers.
Year 1 - Semester 2

Title: Commercial Analysis

Credits: 5
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Build on what you learned in the first semester. This module provides students with an opportunity to analyse commercial situations using financial techniques to assist with decision making, evaluate opportunities and associated costs.

Title: Content Marketing & User Experience

Credits: 5
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Learn to be user-friendly. The aim of this module is to provide learners with a detailed understanding of the importance of content marketing and its impact on the overall user experience (UX) online. Learners will also develop practical skills in website UX evaluation and wireframe creation, with a view towards creating a positive user experience and user-friendly design.

Title: Maths and Statistics

Credits: 5
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Learn Maths in a new way from scratch. 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. We take our time and everyone gets support!

Title: Principles of Microeconomics for Marketing

Credits: 5
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Learn how to match demand and supply. The aims of this module are to provide learners with decision-making skills relevant to marketing and to give an understanding of competitive environments. This module also aims to develop learners' analytical ability and critical thinking skills.

Title: Sales Strategy Management

Credits: 5
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Always be selling. This module will enable students to apply the theory and practice of sales force management, equipping the learner with the skills necessary to develop sales strategies which are vital for the success of companies competing in the modern marketplace.

Title: Web Design & Implementation

Credits: 5
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Develop those web sites. The aim of this module is for learners to understand the process a firm takes in creating a website, from deciding what business model to adopt online, to website project management, including design and development, and finally, online marketing techniques for implementation and go live.
Year 2 - Semester 1

Title: HRM Concepts

Credits: 5
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This module equips students with an understanding of the core concepts in Human Resource management, taking students on a journey from the earliest origins of the discipline to the present-day role of HR as an operational and strategic organisational function. Students will also develop practical people management skills through in-class and assessment activities, as well as soft skills that are directly transferable and beneficial to their work placement in third year.

Title: Influencer Marketing

Credits: 5
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Influencer Marketing is currently a $4.5bn industry, with predictions that growth will reach up to $10bn in coming years. Students will learn about the history of influencer marketing and the vital role it plays for many brands and organisations in modern day marketing. They will obtain practical hands-on experience of the various technologies and platforms used by famous influencers and organisations around the world.

Title: Legal Environment for Business

Credits: 5
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A key feature for the management and operation of any business is the regulatory environment in which it trades. In turn it is both controlled and protected by the legal instruments and requirements of that environment. This module will consider the role and necessity of legal regulation and, in turn, how that regulation is created and developed through various legal tools.

Title: Macroeconomics for Marketing

Credits: 5
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The aim of this module is to provide learners with an understanding of the macroeconomic environment and its relevance to marketing and management. This module also aims to develop learners' analytical ability and critical thinking skills.

Title: Management Accounting Concepts

Credits: 5
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This module will introduce management accounting tools to use in analysing, measuring, and evaluating the operations of organisations and the environments in which they operate. Specific emphasis will be on the calculation of material costs, labour costs, and overhead costs and the creation of production budgets.

Title: Social Media & Mobile Apps

Credits: 5
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This module engages the learner in the application of strategy and marketing to a social media and mobile app environment. It emphasises both the processes and the tools, in an overall marketing strategy, from planning and implementation to the analysis of digital campaigns and mobile app functionality. Learners will examine how best these communication tools and strategies can be applied to compete effectively both offline and online.
Year 2 - Semester 2

Title: Corporate Law

Credits: 5
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The nature of business management presents many challenges and opportunities in the modern technological environment. This module facilitates learners to consider the legal protections around key assets of the business and to evaluate the type of legal structure that would be most suitable to the sector in which they operate or manage the business.

Title: Global HRM Practice

Credits: 5
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The aim of this module is to provide students with a strong practical knowledge of Human Resource Management (HRM) as it operates globally. Students will track evolving trends in HR management practice globally, critically evaluating their effectiveness and applying this knowledge to in-class activities and practical assignments. They will further develop practical soft skills that are directly transferable and beneficial to their work placement in third year.

Title: Management Accounting Practice

Credits: 5
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The aim of this module is to build on learning from Semester 3 and allow learners develop management accounting skills that are important in the planning, controlling and implementation of management decisions.

The emphasis will be on students getting a deep appreciation of the role of management accounting in assisting organisations to function effectively. This appreciation will be developed through a concentration on problem solving. The ‘problems’ introduced will form the basis for the module assessment.

Title: Marketing Communications Practice

Credits: 5
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The aim of this module is to learn the key communication concepts within a marketing context and how these concepts are applied to specific marketing communication techniques that organisations use in reaching their target audiences.

Title: Mobile Marketing

Credits: 5
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Students of this module will learn how mobile marketing plays a key role in an organisation's overall marketing strategy. They will engage in practical learning which will require them to consider how mobile marketing might be used within a real-life business context.

Title: OIS and Business Intelligence

Credits: 5
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Organisations are increasingly reliant on information systems to remain competitive in challenging marketplaces. The aim of this module is to examine information systems and the role they play in maintaining and transforming businesses. Learners will examine, analyse and use some of the key information systems applications for the digital age and investigate how these systems are vital to the achievement of operational and managerial excellence.
Year 3 - Semester 1

Title: Active Consultancy Project

Credits: 10
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This module compliments prior academic learning in the areas of entrepreneurship and digital marketing, amongst other disciplines, by giving the learner practical experience of engaging with client organisations in a real consulting capacity. This practical experience is designed to develop consultancy and other transferable skills as well as exposing the learner to real life business situations faced by entrepreneurs, virtual businesses and small business owners.

Title: Brand Management

Credits: 5
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The aim of this module is to provide students with a practitioner level understanding of the role and application of branding and brand management within the marketing discipline.

Title: Business Analytics for Decision Making

Credits: 5
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Business Analytics aims to create insightful and efficient resolutions to everyday business issues. 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 an understanding of how to analyse, report and communicate business research and business performance information.

Title: Integrated Marketing Communications

Credits: 5
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The aim of this module is to provide the learner with a clear insight into how the various tools and techniques within the field of marketing communications can be utilised in practice in order to allow the organisation achieve competitive advantage and commercial success. In addition, an in-depth examination of the key media options available to both traditional and contemporary marketing organisations will be undertaken.

Title: Project Management

Credits: 5
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The module will provide students with the knowledge and skills needed to develop a project schedule, allocate resources, measure resource utilisation, determine costs, manage risk and close a project. Students will be using MS Project to gain hands-on experience of using industry standard project management software.
Year 3 - Semester 2

Title: Work Placement/Study Abroad

Credits: 30
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Gain a full semester of Workplace experience. A full semester of your degree is dedicated to working in a business or organisation that matches your interests and career aspirations. You can also spend this semester working or studying abroad if you prefer. Either way, this semester builds your CV for graduation and helps you find potential employers whilst still in college. Develop critical, real-life skills that will make you stand out from others when starting your career. You will be fully supported to find the right Work Placement for you by your lecturers and our dedicated Careers & Employability Office.
Year 4 - Semester 1

Title: Commercial Law: Business and Advertising Regulation

Credits: 5
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The module examines the law and regulation involved in commercial transactions and the relations of the individuals and corporations involved in such transactions. The module therefore deals with the regulation of contracts, employment practices, sale of goods/services and advertising of those goods and services.

Title: Final Year Business Plan (Elective)

Credits: 15
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Students can work on creating a fully developed business plan that can form the basis of a feasible virtual or online start-up to be established after graduation with one of LIT’s business incubation centres. Students receive weekly, one-to-one lecturer support whilst working on these business plans.

Title: Final Year Thesis (Elective)

Credits: 15
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Students can choose any topic of particular interest for their final year project. This allows them to prepare in advance for entry into their preferred careers, giving them an advantage in job interviews or postgraduate applications. Students receive weekly, one-to-one lecturer support whilst working on these projects.

Title: International Marketing Strategies

Credits: 5
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The aim of this module is to develop learners’ abilities to evaluate critical issues in international marketing and to equip them with a sound knowledge-base of marketing planning in the international and global arenas. During the course of the module international market 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: Search Engine Marketing: Strategy Development

Credits: 5
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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: Strategic Management Concepts

Credits: 5
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This module provides an understanding of the main elements and implications of strategy. Strategic position along with the impact on strategy of the macro environment, the industry environment, the organisations strategic capability, the stakeholders and the organisational culture are examined in depth.

Title: Strategic Marketing

Credits: 5
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This module examines the role of marketing in strategy development. The move towards a market-led business should be the starting point in business strategy formulation. 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, bearing in mind the

organisation's competitive advantage and financial performance.
Year 4 - Semester 2

Title: Analytics for Strategy

Credits: 5
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Students will learn how to analyse data to drive an online strategy and maximise performance. Using Analytics tools students will gain a clear understanding of how to measure and monitor their website & social media audiences in the areas of demographics, acquisition, behaviour, and e-commerce. Learners will identify the important KPI’s, assess performance in those areas and develop a strategy to enhance marketing and business development strategies.

Title: Commercial Law: Intellectual Property and Internet Regulation

Credits: 5
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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 in the modern digital environment. The module also deals with the law relating to electronic commerce, data protection laws and cybercrime.

Title: Consumer Behaviour

Credits: 5
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The use of contemporary case study material is used to complement academic theory with industry practice to highlight how Consumer Behaviour can have a significant impact in the areas of marketing and business.

Title: Strategic Management Practice

Credits: 5
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The module provides a practical 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 module also investigates how internal leadership styles, varying organisational cultures and change management styles and perspectives impact on the implementation and practice of strategic management.

Are there opportunities for further study?

Successful graduates of this programme are automatically eligible to join our MSc in Digital Marketing and our Master of Business in Strategic Management and Marketing.

What are the career prospects?

On successful completion, graduates will possess the necessary business, marketing and digital skills and tools to work in a wide variety of positions across diverse corporate settings in roles such as: