Diploma in Marketing, Advertising, Sales & PR

  • Overview
  • Course Content
  • Structure
  • Career Opportunities
  • Fees
  • Next Steps



Click here to view provisional 2020 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.


To be awarded the Diploma in Marketing, Advertising, Sales & PR, students will be required to complete a written assignment, worth (50%) and an in-class test for the module Public Relations. Advertising is assessed by way of a written assignment (100%), Sales and Sales Management by way of a written assignment (40%) and an in-class presentation (60%). Marketing Theory & Practice is assessed by way of two assignments (50% each). 


Programme Content


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. Finally the effect of globalisation on advertising is examined as well as the social and ethical impact of advertising on culture.

Sales & Sales Management

Selling & Sales Management have dramatically developed over the past two decades.Particular emphasis is placed on the understanding buyer behaviour and managing the buyer-seller relationship.Students will learn about personal selling such as searching for prospects and negotiating deals to successful completion.  

Public Relations

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.

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.


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 Progression Opportunities

On completion of this programme,students will have the knowledge and skills required to work in a variety of business and marketing positions such as marketing executive, research assistant or business administration.

Student Profile

Typically, students participating on this programme come from a variety of backgrounds,including those already working in sales and marketing departments of organisations such as Google, Meteor , Three and An Post. Other industries include event management, insurance,hotel  management.Some participants have had no practical marketing experience but have had an interest and basic knowledge of the sector and have used the programme as a springboard to  their marketing career.  

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.


The total fees for this course are €2,000. This is inclusive of tuition and course material. View all DBS Evening Diploma Fees here.

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.

DBS Student Facilities

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.

• 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.

  • Business & Management
  • Marketing & Event Management
  • Professional Evening Diplomas
  • Part-Time

Course overview


Awarding Body: 
Institute of Commercial Management (ICM)
Springboard logo
Schedule: 2 evenings per week, 6.15-9.30pm
Intake: September & January
Duration: 1 Year Part-time
February: 13 weeks intensive + 4 Saturday mornings

Contact Us

We are now accepting applications for programmes taking place in 2020. Contact our admissions team for more information

Email: admissions@dbs.ie
Phone: 01 417 7500
Opening times:
Monday to Friday
8:45am to 5:15pm