Diploma in Marketing, Advertising, PR & Sales

Course details

This part-time evening marketing course is for participants who want to prepare themselves for the fast-paced and exciting discipline of marketing will receive a highly regarded and recognised qualification. You will gain skills and knowledge in the marketing of products/services for the consumer, industrial and service sectors. These can range from worldwide brands to local produce. You will be asked to design creative advertising and public relations campaigns, undertake case studies and practise sales techniques; through these you will explore the principles of marketing and promotion and acquire an excellent understanding of this field.

The course outline for the Diploma in Marketing, Advertising, Public Relations and Sales includes modules from the BA in Business Studies course. This will be of particular interest to mature participants or corporate clients who do not wish to commit initially to a full degree programme and want a short certified course with the option of progressing to degree level.

Semester 1

Module 1 – Advertising, Sales & Public Relations  

Overview of Advertising

• Advertising & Marketing Function
• Types of Advertising
• The Advertising Agency
• Above & Below The Line Advertising
• Sponsorship
• Copywriting
• Public Relations
• Corporate Advertising
• Advertising Research
• Laws & Ethics of Advertising
• Planning & Executing an Advertising Campaign

Overview of Public Relations

• What is PR?
• Internal & External PR
• Corporate Social Responsibility
• Crisis Management
• Practical PR Skills
• Evaluating the PR Efforts

Overview of Sales

• Recruitment & Selection
• Sales Promotion
• Motivation & Training
• Organisation & Compensation
• Sales Forecasting
• Budgeting & Evaluation

Module 2 – Information and Communications Technology

Introduction to Communication & IT

• Communication & IT in Organisations

Written Communication

• Business Letters
• Memoranda
• Using E-Mail/Word/Excel/PowerPoint & Access
• Reports/Press Releases

Databases

• System Levels
• Information System Security

Oral, Visual and Non-Verbal Communication

• Oral and Aural Communication
• Designing and Delivery of Formal Presentations
• Visual Communication Tools

Interpersonal Relations within Business

• Team and Team Development
• Time Management

Research and Study Skills

• Effective Study Skills
• Research Techniques

Semester 2

Module 1 – Applied Market Research  

• Introduction to Marketing
• Consumer decision making process
• Problem Definition and Research Design
• Data Analysis Techniques
• Ethics in Market Research
• Quantitative and Qualitative Research
• Research Instrument Design
• Executing the Research
• Outsourcing Market Research Activities

Module 2 – Marketing and Management Principles

Management Principles

Introduction to the business environment

• Defining the business environment
• Types of organisations: Sole traders, Partnerships, Limited Companies, Public Sector, Not For Profit Enterprises, SME’s, MNC’s Vs. Global Companies
• Ethics in Business- Definition and core principles of Ethical Behaviour
• Impact of unethical behavior in the workplace
• Assessing and reviewing company Codes of Ethics

Internal Environment

• Business Functions
• Bases for organising a commercial enterprise
• The meaning of management
• Management principles
• Managerial roles
• Internal Marketing- the role of employees
• Ethical concepts applied to business decisions

External Environment

• Macro environment- PEST analysis
• Micro environment- Porters 5 forces
• SWOT
• The international business environment
• Research Techniques

Marketing Principles

Introduction to Marketing

• Marketing defined
• Development of the marketing concept
• Analysing the marketing concept in the organisation
• The influence of the environment on marketing
• Defining the marketing mix
• Towards the societal marketing concept

Consumer decision making process

• Segmentation, Targeting & Positioning
• Overview of the Marketing Mix
• Services Vs. Product Marketing

Overview Dublin:

Mature Students - If you are 23 years or over from the 1st January of this year, you can apply for this course directly using the College’s online application form. A member of the College’s admissions team will be in touch to discuss your course entry requirements. Under 23 Years - Two Honours Level, Grade C3s or above and four Ordinary Level D3s in your Leaving Certificate (subjects to include Maths and a language) or equivalent exam taken. All applicants must be a user of Microsoft Office.

Overview Limerick:

Direct entry over 23 (Mature Student) or 2C3s (Hons) + 4D3s (Ord) in Leaving Certificate to include a language and Maths or equivalent exam taken.