Marketing & Event Management

Diploma in Marketing, Advertising, Sales & PR

Awarding Body:	Institute of Commercial Management (ICM)
Schedule:	2 evenings per week, 6.15-9.30pm.
Intake:	October & February
Duration:	October: 1 year part-time February: 13 weeks intensive + 4 Saturday mornings

This programme has been designed for those with an interest in communications who seek a qualification to enhance future employment prospects and career progression. The modules covered in the programme give a solid foundation to the world of marketing and communications in Ireland and beyond. All modules have a practical focus on how each area works and functions, while also providing additional insights into future developments. There are excellent career opportunities, in both the public and private sectors, for those with good creative, analytical and inter-personal skills who can demonstrate their ability to develop, communicate and implement ideas and concepts.

 

 

This programme introduces participants to the areas of marketing, advertising, sales & public relations enabling them to understand the tools and enhance their studies in the marketing and communications area. It aims to provide students with a foundation for the analysis of each of the four modules within organisations’ decision making processes, the internal and external influences affecting the communications strategy of an organisation and the role of information in the mix.

 

The Diploma in Marketing, Advertising, Sales and Public Relations is held over two evenings per a week over one year duration. The lecturing team consists of staff that combine both academic qualifications with substantial practical business and marketing experience. A wide range of teaching techniques including lectures, videos, workshops, seminars and case studies will form an integral part of the course. The programme also encourages discussion and contributions from students on all aspects of marketing, advertising, sales and public relations. Specialists are invited to deliver presentations giving students insights into their work experiences & techniques within their specialist areas.

The module looks at advertising’s role and function within marketing communications. Students learn of the different players within the advertising world and how advertising campaigns are developed. Focus is also placed on the advertising agency, the media landscape and the regulation of advertising in Ireland. Students are also introduced to advertising research and its use within the advertising process. The module also covers additional insights such as the emergence of advertising on the internet, sponsorship and product placement. Finally the effect of globalisation on advertising is examined as well as the social and ethical impact of advertising on culture.

 

On completion of this subject, students will have gained an appreciation of the role of the selling function in business. Business and consumer buyer behaviour will be explored and as well as the implementation of sales strategies and key account management. Additional insights include the management of the sales force and highly effective personal selling techniques.

 

The world of PR has taken on a new meaning this century. This module attends to the principles and practice of public relations. Considerable attention is paid to the issue of media effectiveness, preparation of PR communications and other techniques used in public relations including press writing, photo calls and dealing with the media. There is a considerable focus is on how PR can work as an ally to marketing and add value to advertising campaigns.

This module introduces the student to the essentials of marketing theory and the many techniques employed by marketers to achieve a competitive advantage in today’s marketplace. It covers the integration of contemporary issues and perspectives in the marketing process that have emerged in recent years including the use of viral marketing campaigns, online media tools, experiential marketing and the application of these to real life marketing scenarios.

For students interested in pursuing a career in marketing, advertising, sales or public relations,  it is important to have a total understanding of how the industry operates to enhance their CV over others. The knowledge and understanding gained from this course gives students the skills to work as marketing and/or advertising specialists in companies or in agency positions such as account executive. It can also be beneficial for small business owners to gain an understanding of the importance of communications strategies for organisations.

 

For students interested in further study, the Diploma in Marketing, Advertising, Sales & PR will entitle them to exemptions at Level 1 of some of the Evening Business Degree programmes at DBS.

 

“The diploma was just what I was looking for and the lecturers put together a great course. The subjects always intrigued me and I wanted to learn more. I have found that my new skills have helped me enormously in my job. Public Relations is my favorite subject and I am currently continuing my studies with a view to develop a career in this area.’