This module introduces learners to essential digital marketing theories and practices. Students will explore key digital marketing channels, gaining insights into relevant tools and best practices associated with each channel. By the end of the module, learners will have a solid foundation in digital marketing, equipping them to effectively navigate the digital landscape and implement successful approaches to marketing that align with contemporary trends and consumer behaviour.

1. Explain the manner in which marketing has been impacted by digital media
2. Explain how traditional and digital media differ
3. Recognise the impact of consumer behaviour on digital marketing
4. Discuss the various digital marketing channels and outline their uses for business
5. Examine the relationship between various digital marketing channels
6. Develop digital marketing content
7. Employ best practice in the examination of digital marketing channels
8. Apply relevant tools in the examination of digital marketing channels

Macroeconomics introduces the learner to the basic principles of Macroeconomic Theory. The module considers the structure and functioning of a modern macroeconomy, particularly with respect to the relationship between the various sectors. Current indicators and forecasts of macroeconomic performance are examined including both soft and hard sources. The learner is introduced to the role and influence of economic policy, both fiscal and monetary, national and international.

1. Describe the operations of the macroeconomy.
2. Demonstrate the basic macroeconomic models e.g. the circular flow of income, equilibrium national income, the multiplier etc.
3. Describe and analyse current and projected economic performance.
4. Identify the effects on the economy of changes in macroeconomic variables.
5. Describe the role and influence of economic policy.

This module gives students an understanding of the concept of a transformation system as a collection of processes and the need to manage the flow of work-inprogress (WIP) through a transformation system to meet delivery commitments.

1. Explain the input-transformation-output process, process hierarchy, and operations.
2. Explain different levels of operations performance.
3. Identify and explain different processes and layout types and apply different process design techniques.
4. Explain that the lead-time of processes is determined by work content and ineffective time and can be analyzed using various types of flow process charts.
5. Carry out line-balancing exercises using precedence tables and interpret the solution.
6. Explain the concept of method study and work measurement and apply the relevant techniques for job design.

The aim of this module is to help students apply marketing theory in a practical matter, use analytical tools and formulate marketing plans for real-life situations

1. Develop the marketing mix elements for a company and start to integrate them
2. Perform a competitive analysis
3. Perform a customer analysis
4. Describe various marketing planning alternatives
5. Recognise the differing marketing needs of varying companies
6. Develop a marketing plan for an organisation

This module is designed to introduce learners to the concept of communications processes. It will facilitate learners to think strategically about communications. Learners will be explore communication theory and ways to develop their practical, written and presentation communication skills. There will be a strong focus on skills-based learning. Learners will be given the opportunity to reflect on and master the first principles in business communication and to learn to operate communications more efficiently for personal and professional development.

1. Communicate ideas clearly and in various formats of business writings
2. Write effectively in an evidence-based manner and in an academic style appropriate to the discipline of business.
3. Practice effective oral communication especially in conducting formal business presentations.
4. Demonstrate effective communication as an individual and in a group environment.
5. Demonstrate confidence in handling interpersonal interactions.

The purpose of this module is to provide students with a clear understanding of the role, function and basic principles of financial accounting and an introduction to fundamentals of management accounting. They also develop the ability to prepare financial statements for basic reporting entities in accordance with International Financial Reporting Standards (IFRSs) and/or UK and Irish GAAP.

1. Discuss the regulatory environment governing financial reporting
2. Prepare financial statements, to include adjustments for bad debt write offs and provisions, depreciation charges, accruals, prepayments for a sole trader and a company
3. Calculate and account using double entry for year-end adjustments (bad debt write offs and provisions, depreciation charges, accruals, prepayments)
4. Preparation of cash flow statements
5. Prepare a set of accounts from incomplete records
6. Calculate accounting ratios and explain how the use of ratios can help in analysing the profitability, liquidity, efficiency and capital structure of businesses
7. Identify and quantify material and labour resources consumed in production and calculate the cost of producing a product or providing a service using absorption costing principle

Learners will develop an understanding of the various social media marketing platforms available to marketers in this module. Students are exposed to the stages of social media campaign development, and will develop sample content, and learn how to monitor and measure success on social media. Learning is classroom based and knowledge is applied in weekly lab classes.

1. Explain the role of social media in an ever evolving digital era
2. Discuss the manner in which social media may be categorised
3. Contrast the most popular social media platforms and outline their uses for business
4. Apply segmentation and targeting in the context of social media
5. Present the stages of a social media marketing campaign
6. Produce social media content

The Basic Business Statistics 2 module deepens students understanding of quantitative data analysis, covering the basics of probability, the normal distribution, sampling, correlation and regression, and their business applications. Students will learn key statistical concepts, conduct basic analyses, and interpret findings. By the end, they will be able to explain statistical terminology, apply essential statistical methods, and communicate results effectively.

1. Describe and discuss key terminology and basic statistical concepts
2. Identify why managers should understand basic statistical methods
3. Conduct basic statistical analysis of data
4. Interpret and communicate the results of statistical analyses
5. Discuss the uses and limitations of statistical analysis

This module provides a foundational introduction to business information systems and applications. It gives the learner an insight into the central concepts within the field of IT management systems and provides an awareness of the role played by IS in achieving competitive advantage in the provision of information, goods and services.

1. Evaluate and discuss contemporary and emerging trends in technology and the impact it has on firms, industries, and society.
2. Classify, select and apply suitable tools to support personal and business productivity in a digitally supported environment.
3. Explain the importance of information within the organisation
4. Work effectively as an individual and in teams/groups and engage in group discussion & presentation of study & research findings.
5. Examine the importance of understanding what it means to be part of a digital society.
6. Practically understand and apply management theory and concepts to real-world business cases.
7. Practically understand and apply ICT tools in the presentation of data
8. Apply spread sheet tools such as formulas, functions, lookups and data modelling to improve business & management decision-making.

This module is designed to provide the learner with an introduction to entrepreneurship and innovation, to consider the entrepreneurial mind-set and skills and the benefits that these can bring to future employment. This module introduces areas of entrepreneurship and the tools, techniques and would assist in the formation of a new business.

1. Describe the characteristics of entrepreneurs and the various types of entrepreneurs
2. Describe the theory and practices pertaining to entrepreneurship and innovation
3. Describe and discuss the innovation process
4. Examine the key processes of developing an idea and starting a new business
5. Discuss the supports available to entrepreneurs and innovators in Ireland

This module covers key aspects of understanding consumer behaviour, including types of decision-making, motivation, attitude formation, and group influences. It explores the stages of the decision-making process and how to create persuasive content, with a focus on unique selling propositions and style guides. The module has built in an industry certificate and learning takes place through theoretical and practical lectures.

1. Evaluate the different forms of consumer decision-making
2.
Describe how individual characteristics influence stages in the decision making process

3. Assess the influence of groups on the buying behaviour of individuals
4. Create and adapt content for different customer types, media and platforms
5. Demonstrate principles of effective copywriting

Learners will analyse recent advancements in marketing and apply their knowledge to a broad range of marketing technologies. The focus is to learn practical marketing skills which can be applied in any work environment. The module has built in industry certificates and students will learn from current case studies, online simulation models/tools, guest speakers and/or company visits.

1. Identify the ever evolving shift in the marketing mix
2. Assess examples of marketing practice within industry
3. Discuss some of the major marketing tools used in industry
4. Produce through open source tools, graphic and video content
5. Summarise what technology is currently in-trend from a marketing perspective
6. Examine the effectiveness of an integrated approach to marketing communication
7. Explain the role of marketing measurement
8. Assess the legal obligations in place from a marketing standpoint
9. Describe what the future trends are in marketing

This module will provide the learner with an understanding of the key principles and practices of organisational behaviour. It will provide an insight into the key dynamics of individual and group behaviour and their impact on the organisation. It seeks to explain and predict individual, group and organisational behaviour in the workplace. Key techniques and proceses to improve efficiencies and effectiveness are examined from the perspective of managers and employees.

1. Examine the key factors influencing human behaviour in the workplace
2. Discuss individual perspectives on perception, attitude, personality and motivation and their application in the workplace
3. Differentiate between groups and teams in the workplace and explain how organisations can benefit from the use of effective teams in the workplace
4. Recognise the key differences between management and leadership and evaluate the implications of leadership style in the organisation.
5. Identify the key sources of conflict in the workplace and consider alternative ways in which conflict can be managed and resolved

Introduction to history, principles, and processes associated with digital media and designing for digital media with emphasis on production and communication. Learners examine and evaluate current and emerging technologies, while designing and creating multimedia projects that address customer needs and resolve problems. This module will enable learners to successfully and ethically perform and interact in a digital society.

1. Define digital media and explore the evolution of technology in communication.
2. Access the impact that digitally mediated technologies have on communications and describe how the use of digital technologies, communication tools and the internet impact on everyday communications.
3. Utilise written, oral and visual communication skills to communicate information and ideas about digital media
4. Employ technology and digital media tools (video, sound, photo, text) to connect, interact and think collaboratively and creatively.
5. Describe the techno-cultural discourse surrounding digital media technologies and practice.
6. Evaluate ethical and legal aspects of working with digitally mediated communication.

This module aims to enhance learners' understanding of how businesses can effectively leverage the benefits of their websites. It covers key factors influencing website performance and helps students develop the skills needed to assess and improve these elements. Upon completion, students will be able to apply both theory and practice to develop effective website strategies. Addressing analysis, optimisation and analytics, they will gain new insights into the capabilities of a strong website strategy, contributing to business success in the digital landscape.

1. Recognise the importance of search marketing
2. Explain responsive design and why it matters
3. Discuss the role of content management systems
4. Demonstrate a capability of SEO
5. Examine the topic of analytics and how it can aid decisions around web performance
6. Explore the marketing opportunities that a website presents
7. Identify the plugins available for businesses
8. Explain the role that website performance has on other areas of marketing e.g. email marketing, social media

This module provides students with a knowledge of current trends and developments in talent management. The module examines the theories and concepts of talent management and aims to equip students with a working knowledge and understanding of areas including talent acquisition, retention, performance and progression.

1. Discuss the role of talent management in supporting the strategic objectives of organisations in differing business environments
2. Apply theories and concepts relevant to talent management in organisations
3. Assess the role that talent management plays in employer branding in the modern workplace
4. Evaluate the challenges and opportunities pertaining to the acquisition and retention of talent in the workplace
5. Appraise the techniques and theories utilised to consider performance and compensation

In this module learners will become familiar with the methods by which consumer insight is generated. They will develop an appreciation of the variety of internal and external sources of secondary data and the means by which they can inform marketing strategy. They will learn about the research design process and appreciate the unique contributions of qualitative and quantitative methods in generating consumer insights.

1. Identify the trends in marketing research for consumer insight
2. Appraise sources of secondary data for generating consumer insight
3. Illustrate the stages involved in the research design process
4. Evaluate the use of quantitative data collection methods in marketing research
5. Appraise the use of qualitative data collection methods in marketing research

Learners will engage with the user experience design development process through a combination of lectures and practical workshops. This module assists learners to evaluate models in the areas of design thinking, open innovation and developing an entrepreneurial mindset. Learners will develop an appreciation on the importance of understanding user experience.

1. Demonstrate and apply design thinking methodology.
2. Demonstrate strategic insights into innovation theory and be able to apply it to an organisational setting
3. Evaluate the importance of user experience in the digital age.
4. Adopt a customer-oriented perspective by developing user personas
5. Illustrate how behavioural economics is relevant to businesses in particular decision making and marketing.
6.
Identify and evaluate the user scenarios and their journey