Course Description

BA (Hons) in Marketing (Digital Media)

Dublin Business School (DBS)


The BA (Hons) in Marketing (Digital Media) has been developed in close discussion with practitioners from the communications and marketing industry. This degree is ideal for those interested in building a career in marketing and communications within a technological skill base. It provides students with an opportunity to develop marketing skills, whilst also allowing them to develop digital media skills in an ever changing business environment.


Aims & Objectives

On completion of this programme, students should have:

  • Gained a strong understanding of marketing concepts and issues
  • The ability to evaluate the components of marketing with digital media and competently integrate ideas and theories
  • The communication and management skills required to successfully work within digital media projects & have gained the ability to function effectively as an individual and in project teams
  • An appreciation of the rapidly evolving marketing with digital media industry by developing their life-long learning skills
  • An understanding of the changing face of marketing and digital media, in relation to the use and development of technology, and its impact amongst organisations and on society.


Entry Requirements

The minimum entry requirements for the BA (Hons) in Marketing are:

  • Leaving Certificate – Applicants must obtain a minimum of 2H5s and 4 O6s/H7s, to include Mathematics and English or another language, or
  • FETAC – A full Level 5 FETAC Award (i.e. 8 modules) with at least 3 distinctions, or
  • A-Levels / GCSE – Applicants must obtain a minimum of 4 GCSE passes at grade C to include Mathematics and English or another language, plus 2 A-Level passes at grade C or higher, or
  • BTEC – Applicants must obtain a minimum of a BTEC National Diploma in a cognate area.
  • For applicants whose first language is not English and who have not previously undertaken a degree taught through English, evidence must be provided of proficiency in English language equivalent to B2+ or above on the Common European Framework of Reference for Languages (CEFRL). This must be evidenced through a recognised English Language test such as IELTS, Cambridge Certificate, PTE or DBS English Assessment. Test certificates should be dated within the last two years to be considered valid.



All EU nationals aged 23 years before 1st of January in the year of application are classified as ‘mature applicants’. Mature learners can apply directly to the college and will be assessed on basis of age, work experience and educational attainment as outlined in the DBS Quality Assurance Handbook (QAH).


Course Content

The BA (Hons) in Marketing (Digital Media) has the following content and is completed over 4 years part-time.

Stage 1

  • Economic Perspectives
  • IT Essentials
  • Marketing Essentials
  • Business Context & Organisation
  • Maths & Stats for Business
  • Learning to Learn
  • Digital Content Creation

Stage 2

  • Marketing Communications
  • Selling and Sales Management
  • Marketing Research
  • Digital Marketing Concepts
  • Advanced Economic Perspectives
  • Digital Marketing Planning & Management
  • Web Design and Client-Side Development

Stage 3

  • Consumer Behaviour
  • Strategic Marketing
  • Services Marketing
  • International Marketing
  • Creativity, Innovation & Entrepreneurship
  • Capstone Project


Teaching and Assessment

Student assessment will be based on a combination of continuous assessment and end of year examinations. Continuous assessment will include essay writing, case studies, presentations, literature reviews and projects, and students will be required to work individually as well as in groups. End of year examinations are typically held in late April/early May. Year 1 subjects may also include an in-class assessment usually held in December.



Stage 1 – A thorough understanding of the key business and marketing functions is complimented with an introduction to IT essentials. It also includes employability and personal development modules which run through the programme.

Stage 2 – Student knowledge in Marketing is further developed while students commence their study of two specialised digital modules (Digital Marketing Concepts and Digital Planning and Management).

Stage 3 – At stage 3 students focus on seven modules including Strategic Management, Marketing Research and Consumer Analysis. Amongst these modules, students will also gain knowledge and competence in two specialised digital modules (Implementing Digital Media and Website Marketing Design and Development).


Career Opportunities

Graduates from this stream will have strong business knowledge and competence in marketing with digital media. They can expect to have a wide range of opportunities and should find suitable employment in the broad field of marketing focusing on specialised skills and competencies of digital media including Marketing with Digital Media roles, Brand Marketing with Digital Media, Advertising & Public Relations through Digital Media and Digital Media Consultancy.



The Course Fees for the BA (Hons) in Marketing and streams are:

  • Level 1: €590 (10 credit modules) / €300 (5 credit modules) per annum.
  • Level 2: €700 (10 credit modules) / €360 (5 credit modules) per annum.
  • Level 3: €750 (10 credit modules) / €380 (5 credit modules) per annum.


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.

College Name Dublin Business School (DBS)
Course Category Business, Digital Marketing
Course Type Classroom Based
Course Qualification Honours Bachelor Degree
Course Location Dublin, Ireland
Location Postcode Dublin 2
Delivery mode Classroom based
Course Duration 4 Years
Awarding Body QQI
Title of Awarding BA (Hons) in Marketing (Digital Media)
For information about Dublin Business School (DBS), please visit our college page on by clicking here.

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