Marketing and Event Management COURSES

Diploma in Marketing, Advertising, Sales & PR

Overview

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 

View Autumn 2013 timetable

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.

Programme Aims and Objectives

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.

Course Structure

The Diploma in Marketing, Advertising, Sales and Public Relations is held over two evenings per 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.

Assessment

To be awarded the Diploma in Marketing, Advertising, Sales and PR, students will be required to complete a written assignment worth 30% of their final mark for each module and complete a written exam at the end of the year, which is worth 70% of the overall mark. 

Programme Content

Advertising

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.

Sales & Sales Management

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.

Public Relations

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.

Marketing Theory & Practice

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.

Structure

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.

Career Opportunities

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 programme gives students the skills to work as marketing and/or advertising specialists in companies or in agency positions such as an account executive. It can also be beneficial for small business owners to gain an understanding of the importance of communications strategies for organisations.

Student Profile

Students, who have completed this course, come from diverse employment backgrounds, some already working in this area but also those interested in pursuing a career pathway to the communications industry.

Further Study Options

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.

Fees

The total fees for this course are €1,990 Euros. This is inclusive of tuition and course material. 

DBS Diploma students can also avail of a wide range of facilities to assist them in every aspect of their studies, please see below for more details.

DBS Student Facilities

• Online Notes System (DBS Moodle)- is an eLearning system designed to provide you with a range of course material which will enhance and support your learning experience within DBS.
• DBS Library Aungier Street- the Library provides a programme of classes in the areas of Library resources, essay writing skills, avoiding plagiarism and referencing to assist you in your studies.
• DBS Careers and Appointment Service- which provides a range of services for Diploma students such as career advice and workshops in CV writing and interview skills.
• Subsidised Parking- DBS provides subsidised parking arrangements for students, which provides easy access to all main public transport routes in and out of the city centre.
• Subsidised Student Canteen- Diploma students can avail of the Student Canteen which is open in the evenings and offers a wide variety of choices on its menu.

Next Steps

Visit Us

Open days are a great way to help you make your decision about your course of interest. The open day will give you the opportunity to receive one on one advice and direction from leading academics in your chosen subject area, meet current students and also have your questions answered on entry requirements, student support and the admissions process. Find out when our next Open Event is taking place.

The Admissions Office is located in our Aungier Street campus and you are welcome to visit the college to speak with a member of our admissions team from Monday to Fridays, 8:45am – 5:15pm. Alternatively, you can contact us by email.

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DBS Open Evening

Now accepting applications for Autumn 2013

We are now accepting applications for all programmes commencing September 2013. Apply online or contact our admissions team for more information by calling 01 417 7500 Monday to Friday, 8.45am to 5.15pm or email admissions@dbs.ie

MEET OUR STUDENTS

“After living and working abroad so long, I decided that the best way to start to settle back into my career here in Ireland would be to do something constructive and go back to study. Professionally, having DBS on my CV along with work experience I have from abroad has helped me gain employment very quickly in Ireland. I am currently working in an Irish company, which manufactures 100% Irish made goods to not only the European market but worldwide. I am the main point of contact for the Southern European market and incorporate on a daily basis all I have learned from all four subjects studied. With the help of my lecturers who demonstrated availability, friendliness and full support, I believe that DBS has contributed to my success of settling back into Ireland in just 14 months after working abroad for 15 years.”

Denise O’Neill 

Diploma in Marketing, Advertising, Sales & PR


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Dublin Business School.
13/14 Aungier Street,
Dublin 2,
Ireland
T: +353 (0) 1 4177500
E: admissions@dbs.ie

 
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