Honours Bachelor Degree
Programme Code: TA_BAMCO_B
Mode of Delivery:Full Time
No. of Semesters:8
NFQ Level:8
Embedded Award:No
Programme Credits:240
Language of Instruction:English
CAO Code:
  1. TA023
CAO Code:The programme educates and develops the learner to a level at which (s)he is eligible to apply for admission to programmes leading to a Higher Diploma. Progression is to programmes leading to a Masters degree or postgraduate Diploma, or to a Doctoral Degree. Progression is possible in Irish and international universities.

Programme Outcomes

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

PO1Knowledge - Breadth
 (a)Demonstrate an in-depth knowledge and understanding of the theories and methods pertaining to the Advertising and the Marketing Communications industry and related fields: a. Advertising Portfolio Design b. Copywriting c. Marketing Management d. Interactive Campaign Design e. Account Planning and Strategy f. Innovation g. Brand Management h. Business Ethics i. Media Planning j. Finance Demonstrate a comprehensive perspective and appreciation of Advertising and Marketing Communications and its pivotal role in most organisations today. Comprehend how the key players in the marketing communications industry operate. Critically apply an in-depth knowledge of the processes involved in planning, designing and implementing an integrated marketing communications campaign.
PO2Knowledge - Kind
 (a)Demonstrate an extensive up-to-date knowledge and understanding of a number of the core areas of marketing communications with a developed awareness of the received business environment, social responsibilities and the need for adaptation, creativity and change. Demonstrate a knowledge that is integrated across a number of the core sub-fields of marketing communications.
PO3Skill - Range
 (a)The graduate will have acquired an ability to integrate complex material from a range of modules in a cross functional manner using, for example, case studies and project work. (S)he will have built on the knowledge base acquired on entry to the programme and be capable of: a. Creating and implementing an international or domestic marketing communications strategy, incorporating or at least considering the use of all elements of the promotions mix. b. Explaining the issues involved in the formulation, implementation and evaluation of media plans. c. Identifying and analysing the strategic and ethical issues in relation to marketing communications. d. Identifying and analysing strategic and tactical marketing issues. e. Using software packages to create print, audio/audio visual, digital and direct marketing campaigns. f. Applying account management skills in an agency setting. g. Communicating effectively with those working inside and outside the organisation. h. Synthesising the critical aspects of planning and of project managing a marketing communications campaign. i. Demonstrating an awareness of the practical methods used in financial management decision making. j. Developing an in-depth understanding of the methods used to carry out research before, during and after a marketing communications campaign. k. Writing copy for various media. l. Assessing the systems available to support innovation and the sources of ideas for new enterprises. m. Preparing a brand marketing plan. n. Devise a media plan in excel. o. Create, plan, execute, measure and budget for interactive campaigns. p. Create a model for innovative change q. Interpret financial statements and appraise investment projects. Ability to review the literature in a specified field of marketing communications, to access business data from a variety of sources, and to use appropriate qualitative and quantitative methodological techniques for the purposes of primary and secondary research. Ability to create, design, write, present and defend material that articulates ideas, insights and analysis, using a variety of relevant media. Understand core recognised professional and technical standards in particular areas of marketing communications such as account and media planning, copywriting, market research. Demonstrate interpersonal skills of effective listening, negotiation, persuasion and presentation.
PO4Skill - Selectivity
 (a)The honours degree programme will develop the graduate’s critical analytical abilities in systematically addressing in-depth organisational business decision making, so that (s)he can: a. Exercise judgement, to facilitate informed decisions on complex Advertising and Marketing Communications issues. b. Identify and critically analyse important issues in relation to strategy development and implementation. c. Gain in-depth consumer and buyer insights for the purposes of account and media planning. d. Analyse business environments and prepare options and scenarios to aid decision making in an advertising and/or marketing communications context. e. Identify and evaluate advanced solutions to complex problems.
PO5Competence - Context
 (a)On successful completion of this programme, the graduate will demonstrate the following: a. Ability to analyse, interpret and manipulate data in pursuit of solutions to complex communications problems that are presented in the form of briefs. b. Ability to apply problem solving and creative thinking across a range of marketing communications fields. c. Capacity to contribute creatively to the process of campaign development. d. Ability to integrate knowledge from a range of subject areas and analyse information from a variety of contexts. e. Demonstrate a critical understanding of the general ethical implications of marketing communications and responsibilities in a business and wider social context. f. Critically evaluate and formulate considered opinions and solutions in relation to a brief. g. Provide design, copywriting, video and audio production skills to support their analyses and opinions in moving from idea generation to implementation. h. Develop and demonstrate effective competencies in communication, problem solving, collaboration and research.
PO6Competence - Role
 (a)On successful completion of this programme, the graduate will be able to: Engage in self-directed work. Participate constructively (contribute, collaborate and direct, if so charged), in complex team environments across the core marketing communications areas. Reflect on own practice and develop an understanding of the pressure of various roles in the marketing communications industry.
PO7Competence - Learning to Learn
 (a)Ability to recognise and acknowledge the limitations of his/her current knowledge, skill and competence and plan to transcend these limitations through further learning. Observe and learn from participation in complex and challenging strategic planning and decision making situations through the use of, for example, case analysis and project work. Take responsibility for their own learning as a culture of academic integrity, independence and high ethical standards is promoted throughout the programme. Ability to understand the full complement of stakeholder communities and to develop stakeholder-sensitive marketing communications decisions. Demonstrate the possession of a conceptual awareness that will enable them to knowledgeably question existing precepts and evolve an individual approach to work-based study and research.
PO8Competence - Insight
 (a)Possess a conceptual awareness that will enable them to knowledgeably question existing precepts and evolve an individual approach to work-based study and research. Capacity to be socially responsible and develop a sense of own value system. Capacity to draw complex information together and assess implications of proposed solutions. Capacity to reflect on own practice and re-organise skills set in order to produce something new.

Semester Schedules

Stage 1 / Semester 1

Module Code Module Title
ADVT H1000 Introduction to Advertising
EURO H1002 EU Studies
LEAR H1001 Learning to Learn at Third Level
MKTG H1019 Introduction to Marketing
INFO H1022 Introduction to Information Technologies and Applications
MEDA H1010 Analysing the Media

Stage 1 / Semester 2

Module Code Module Title
ADVT H1001 The Marketing Communications Industry
MKTG H1018 Marketing
INFO H1023 Business I.T. and Intro to Data Analysis
BEHV H1006 Behavioural Studies
STAT H1004 Introduction to Statistics
COMM H1021 Media Communications

Stage 2 / Semester 1

Module Code Module Title
MEDA H2005 Media Options
INFO H2020 Database Systems
LAWS H2016 Principles of Law
CULT H2005 Culture and Identity
DESI H2000 Design Studies
MKAP H2000 Marketing Applications

Stage 2 / Semester 2

Module Code Module Title
DESI H2004 Graphic Design
PBRL H2000 PR and Media Relations
REMT H2000 Research Methods
DATA H2000 Data Warehousing and Business Intelligence
ACCT H2004 Fundamental of Fin & Mgt Acc
ADVT H2000 Advertising Law

Stage 3 / Semester 1

Module Code Module Title
BEHV H3007 Individual Buyer Behaviour
MNGT H3027 Event Management/IMC 1
RDPR H3005 Media Production 1
REMT H3002 Qualitative Research Methods
BUSS H4002 Global Business

Stage 3 / Semester 2

Module Code Module Title
BEHV H3008 Socio-cultural Buyer Behaviour
IMDE H3000 Interactive Marketing Design
MKTG H3020 Marketing Across Cultures
VDEO H3007 Media Production 2
STAT H3007 Quantitative Methods for Marketing
Module Code Module Title
MNGT H3053 Event Management/IMC 2
PROJ H3075 Industry Project

Stage 4 / Semester 1

Module Code Module Title
MKMG H4001 Marketing Management
ACCT H4003 Communications Planning & Strategy
INNO H4006 Innovation
INCD H4000 Advanced Data Analysis and Modelling
ADVT H4000 Advertising Portfolio Design 1

Stage 4 / Semester 2

Module Code Module Title
MNGT H4013 Brand Management
BUSS H4004 Small Business Management & Entrepreneurship
ETHC H4000 Business Ethics
FMNG H4005 Financial Management
ADVT H4001 Advertising Portfolio Design 2
Module Code Module Title
WORK H4003 Work Experience