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BBs (Hons) in Marketing and Management

Course Code: LC225


Level

08

Duration

4 Years

Department

Marketing, Enterprise & Digital Communications


CAO Points

298

Course Type

Undergraduate - CAO

Location

Limerick

This degree prepares students for employment at management level in a broad range of modern businesses. We explore practical, real-world applications of business principles through hands-on projects, work-based learning and small class sizes. With a wide range of subject choices, students become independent and innovative thinkers, ready to succeed in the career of their choice.

 

 

 

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: Enterprise Development

    Credits: 05 Credits

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    The aim of this module is to introduce learners to the key principles of entrepreneurship and new business start-up.


    Title: Learning Skills and Strategies

    Credits: 05 Credits

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    The aim of the Learning Skills and Strategies Module is to develop student learning strategies within a third level education context, promote active, independent, reflective learners. The strategic aim of this module is to motivate students to approach their studies with necessary skillseta, enthusiasm and confidence to support a positive long-term learning experience. 


    Title: Language & Culture 1

    Credits: 05 Credits

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    The aim of this module is to develop communicative competency and language awareness and by learning structures of the language. In addition this module aims to provide the learner with sufficient vocabulary to be able to deal with a range of everyday conversational and business situations, and to develop reading comprehension and written communication skills. All classes take place in the language lab, where a large variety of interactive online tools and activities will be used to enhance learning transfer and engagement with the language.


    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: 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: 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.


    Title: Idea Generation

    Credits: 05 Credits

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    This module introduces the learner to a wide range of theories and practical techniques in the sphere of idea generation/creative problem solving and enables application in different business contexts.


    Title: Business Communications

    Credits: 05 Credits

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    This purpose of this module is to enable learners to communicate effectively in business settings and gain effective presentation skills. Learners will develop an understanding group dynamics and working within a group context.


    Title: Language & Culture 2

    Credits: 05 Credits

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    The aim of this module is to further consolidate learners' knowledge of the language developed in Semester 1. The module will broaden the learner's vocabulary across a range of everyday and business conversational situations. Students will be challenged to read, write, speak and listen, making use of a large variety of interactive online tools and activities in the language lab, as well as contemporary textbooks.


  • 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: Innovating Products & Brands

    Credits: 05 Credits

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    The aim of this module is to introduce students to the concepts, theories, processes and application of innovation.  Within this context, new product development processes, the role of branding and their relationship are explored.  Students gain an understanding of the dynamics of  management regarding innovation, branding, organisational opportunities and challenges together with the creation of sustainable competitive advantage within this context.


    Title: Language & Culture 3

    Credits: 05 Credits

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    The aim of this module is to further develop the learners' confidence in their ability to understand and communicate in a wide variety of business contexts. Through a variety of teaching strategies including regular facilitated self directed learning sessions in the language lab, students will be challenged according to their individual level of competence in the language.


    Title: Personal Development

    Credits: 05 Credits

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    This module is designed to introduce the concept of personal development planning and self awareness development. This process assists students to establish their personal development plan and introduce curriculum vitae development.  Students are introduced to the concept of personality theories/testing, transferable skills, motivation, emotional intelligence and personal change.  


    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: Social & Mobile Marketing

    Credits: 05 Credits

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    This module engages the learner in the application of marketing to a social media and mobile 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: 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: New Venture Creation

    Credits: 05 Credits

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    The aim of this module is to encourage students entrepreneurial behaviour and knowledge through understanding and engaging with the processes and challenges of creating, sustaining and growing new ventures.


    Title: Language & Culture 4

    Credits: 05 Credits

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    The aim of this module is to advance learners' communicative competence in the language. In addition, the module aims to further develop the learners' confidence in their ability to understand and communicate in a wide variety of business contexts.


    Title: Professional Development & Employability Skills

    Credits: 05 Credits

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    The module aims to provide students with a critical introduction to the principles, methods and application of professional development and employability skills. Involvement with career development processes and individual employability projects develop skills of self-awareness, critical reflection, evaluation and an understanding of generic employability requirements and also requirements in particular fields. Through the creation and application of a professional development plan students engage with self development, goal development, career direction and appreciation of transferable skills and attributes required in an employment/professional environment.


    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: 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: 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: 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: 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: Work Psychology

    Credits: 05 Credits

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    This module examines the nature of work and human behaviour in the modern workplace through the lens of work and organisational psychology. It focuses on explicating individual and group differences, abilities and performances at work and stimulates greater personal awareness and insight via self diagnostic tools and reflection. It uncovers the connections between how employees think, feel and act at work, people management practices and the various competing interests in the employment relationship.


    Title: Family Business Management

    Credits: 05 Credits

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    Managing any business can be challenging especially with the increasing impact of factors such as technology, social media and globalisation. Managing a family business can be especially challenging as family considerations add additional levels of complexity to the tasks of management. Family business is an important topic as it constitutes a significant segment of the economy in Ireland and an even larger proportion of the global economy.

    The aim of this module is to provide learners with proven tools in the area of family business management. The module focuses on the unique opportunities and problems of managing a family business throughout the life cycle of the business. The interplay of ownership, family membership, and business decision-making are considered in theory and in applications through case studies. Additional specific topics include the family system, culture, entrepreneurial influences, conflict and negotiation, growth, governance, succession and strategic planning. Hands-on learning occurs throughout the course through actual real-world scenarios that place the learner in the roles of entrepreneur, analyst, manager, and business owner.


    Title: The World Economy - Change, Culture and Communication

    Credits: 05 Credits

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    The aim of this module is to provide students with a stimulating and solid grounding in the changing economic, cultural and communication factors underpinning international marketing and management. Students will develop a strong awareness of the historical context of modern day capitalism, population and resources, changing world trade patterns, the developing world, and language and intercultural communication in the global workplace.


    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: Project Management

    Credits: 05 Credits

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    The aim of this module is to introduce students to the key concepts of Project Management. This is a foundation module in Project Managementseeks and seens to provide a set of tools and techniques which can be used by project managers at different phases of the project life cycle, in identifying and selecting projects and in planning, performing and controlling the project. The module aims to provide students with the skills needed for developing the schedule, resource allocation and utilisation, determining costs, managing risk and closing a project.


    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: Organisational Behaviour

    Credits: 05 Credits

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    This module explores the complex relationships and dynamics of organisational behaviour with particular emphasis on the institutional level of analysis. It uncovers the underpinning conceptual frameworks and theories and provides the student with the language and vocabulary of organisational behaviour with a view to gaining a deeper understanding of organisational processes and their contribution to organisational performance.

     

     

     


    Title: Entrepreneurial Finance

    Credits: 05 Credits

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    Entrepreneurial Finance aims to give learners a broader view of the financial environment and funding options that exist for small and medium-sized firms in Ireland.  National and international enterprise support structures are examined and options for financing the early-stage enterprise are contrasted alongside options more appropriate for the developing SME. Exit strategies and enterprise valuation methods complete the analysis of the enterprise life-cycle from a financial perspective.


    Title: Critical Thinking & Decision Making

    Credits: 05 Credits

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    The aim of this module is to introduce students to the concept and nature of creative and critical thinking processes, approaches and techniques, together with the development of problem solving and decision making skills/strategies. Through experiential learning strategies, these key approaches enable students to take a holistic viewpoint, be solution focused in dynamic contexts and also assist in evaluating ideas and decisions of others.


  • Year 4

    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.


    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: 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: Operations Management & Logistics

    Credits: 05 Credits

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    The aim of this module is to develop a wide range of learner skills and decision-making capabilities to ensure the efficient utilisation of organisational resources & capabilities in order to meet & respond to changing market conditions, and to facilitate a seamless interface between the marketing, operations & supply chain functions. Such skills will support and complement the extensive marketing planning and management skills which Level 8 graduates will have acquired.


    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.


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:                                                                 

  • Marketing Manager
  • Human Resource Management
  • Global Sales and Procurement
  • Market Research
  • Public Relations and Advertising
  • Executive Management

Orlaith McGuire - Marketing & Management Graduate and Digital Media Executive

Play icon Orlaith McGuire - Marketing & Management Graduate and Digital Media Executive