Marketing

Postgraduate Diploma in Science

Course Details

Course Code	SG_SMARK_O09
Level	9
Duration	2 years
Credits	60
Method of Delivery	Online
Campus Locations	Sligo
Mode of Delivery	Part Time

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Course Overview

The Level 9 Diploma in Marketing is part of the suite of postgraduate Marketing programmes offered by ATU Sligo. This suite of programmes consists of:

– Two postgraduate certificates in Digital Marketing and Marketing, each of which can be completed online over 1 academic year (2 semesters).

– The postgraduate diploma in Marketing that can be completed part-time online over 2 academic years (4 semesters) and is equivalent to completing the two postgraduate certificates.

– MSc in Marketing – The MSc in Marketing can be completed online in one calendar year full-time or in 2 to 3 years part-time. Learners who have completed the diploma can choose to complete a dissertation or capstone project to achieve their Masters qualification.

This suite of programmes allows the learner to tailor their own learning path – learners can choose to register for the MSc in Marketing from the start of their studies or to progress from the PG Diploma onto the Masters, as suits their learning needs. Please refer to the individual webpages for further details on each programme.

The aim of this online Level 9 Diploma in Marketing is to equip learners with advanced knowledge and skills to become highly proficient in marketing and digital marketing practice. The student will synthesise leading-edge knowledge and practice within the marketing discipline. The programme will reflect contemporary contextual challenges from digital marketing to marketing effectiveness and commercial considerations. Throughout the programme, the learner reflects on the theoretical development of marketing with an appreciation of marketing as a profession.

The learner profile for this award is expected to be those working in a management and/or marketing role looking to upskill with an aim of personal development and improving the effectiveness and efficiency of their marketing competencies. In addition to learners already in employment, this course is also intended for suitable graduates progressing from undergraduate level who wish to focus on marketing. This course will allow learners to develop relevant skills and knowledge that can help to unlock their potential when they proceed to the next stage of their career, while they continue work.

Programme Structure

The table provides a short overview of the modules that the learner will complete as part of this programme. Further details on each module can be found under the Course Format tab.

The learner can see in the figure below where the Level 9 Diploma in Marketing sits into the learners journey to an MSc in Marketing.

Features and benefits of the course:

Flexible part-time study – the programme is delivered online in the evenings allowing you to fit your studies around work and other commitments. Live lectures are recorded and you can access all module material at any time from wherever you are in the world.
Tailor your learning – study towards the qualification that meets your needs, be it the PG Diploma in Marketing (4 semesters) or the full MSc in Marketing (4 to 5 semesters)
Learners can progress from the PG Diploma onto the Masters or exit with the PG Diploma.
Practical implementation of concepts that provides graduates with the knowledge and skills to identify innovative digital marketing opportunities.
Develop an understanding of the latest and most appropriate theories relevant to the digital marketing domain.

Course Details

Year 1

Semester	Module Details	Credits	Mandatory / Elective
1	Business Analytics The aim of this module is to provide students with an understanding of the field of business analytics. This module will allow graduates to function in the modern business environment with the ability to operate between data scientists and management. It covers a broad range of topics, including areas related to quantitative analysis, statistics and data visualisation. Crucially, it also informs students of business performance metrics which are relevant in the modern working world. Students will learn how to engage with relevant literature, perform quality analysis and reinterpret it for application across all levels of the business. Learning Outcomes 1. Critically assess a wide range of spreadsheet functions used in a business environment 2. Demonstrate proficiency with appropriate statistical techniques, including descriptive and inferential analysis, that apply to businesses. 3. Examine and applybest practice in effective data visualisation techniques. 4. Critically reviewrelevant business performance metrics and their role in the modern business environment. 5. Critically engage withrelevant literature and report on key business insights arising from relevantanalysis.	10	Mandatory
1	Digital Marketing This module will equip the learner to build and develop essential skills to research, plan, implement, create and monitor effective digital tactics to deliver enhanced marketing activities. Learning Outcomes 1. Critically examinethe opportunities and challenges associated with digital and content marketing for business performance 2. Comprehend and explore the various digital media platforms available, their limitations, and best practice 3. Illustrate the critical role of web analytics involving the collection, measurement and analysis of data 4. Contribute to the development of new digital marketing techniques, ideas or approaches 5. Contribute to the development and design of new digital marketing content using industry specific software to produce marketing material	05	Mandatory
2	Digital Customer Experience This module explores Digital Customer Experience, and its role within the modern business. It examines relational and experiential marketing, the expectations of the modern customers and how technology has driven these expectations. Additionally, the module assesses the use of data driven metrics which incorporate AI and other technologies to allow managers to provide the expected level of digital experience that the customer demands. Learning Outcomes 1. Examine how Digital Customer Experience is constructed and employed across marketing 2. Critically assess how technology is shaping Digital Customer Experience 3. Examine and assess the management of touchpoints throughout the customer journey across multiple platforms 4. Critically assess the role of data to drive Digital Customer Experience, including personalisation, retention and service encounters.	05	Mandatory
2	Design Thinking for Innovation Design Thinking is a human-centred design methodology that provides an iterative approach to identifying and solving problems. The research-based method integrates the needs of people, the possibilities of technology, and the requirements for a viable business success model, to design innovative solutions that benefit all project stakeholders. Learning Outcomes 1. Determine project tasks and stakeholders. 2. Conduct project specific research through interviews, usability tests, etc. 3. Interpret research and define specifications to ideate solutions. 4. Experiment by building prototypes to validate solutions. 5. Evolve and present prototypes through research participant feedback.	05	Mandatory
2	Digital Brand Management Brand Management provides strategic insights into the role and relevance of digital branding. A holistic and integrative approach covers the fundamentals of successful digital brand management. There is a focus on analysis, debate and seminal contributions. Learning Outcomes 1. Appraise the foundations and fundamentals of brand management in a digital landscape. 2. Interpret the appropriateness and usefulness of brand models in a digital era. 3. Show insight and critical knowledge into process aspects of digital branding. 4. Synthesise the transferability of brand theory into various contexts in a digital age. 5. Conduct analyses to formulate and implement a strategic approach to digital branding and digital branding effectiveness.	05	Mandatory

Year 2

Semester	Module Details	Credits	Mandatory / Elective
1	Emerging Technologies and Applications This module will demonstrate several emerging technologies to the learner and will enable the learner to develop applications thereof. The student will learn about IoT, 3D, 360° and XR technologies and will examine how these technologies are used in different types of industries. The learner will implement practical applications of each of these technologies using a variety of hardware and software. Artificial Intelligence (AI) Technologies and Applications will be utilised and implemented, where possible, in various components of this module. Learning Outcomes 1. Appraise requirements and implement IoT applications for various industries. 2. Determine requirements and generate 3D content that can be used in a variety of applications. 3. Compare and contrast requirements and produce 360 media for a variety of purposes. 4. Evaluate requirements and develop immersive applications and experiences.	05	Mandatory
1	Digital Sales Practice Sales practice examines the strategic importance of sales activity for a firm. It focuses on the design and implementation of a digital sales culture within an organisation as well as on the management of a digital sales strategy. The student will learn to integrate knowledge, skills and competencies from the sales discipline in order to add value to a business offering. Learning Outcomes 1. Apply and synthesise knowledge of the role of digital sales practice within organisational and marketing strategy. 2. Assess the advantages of having a sales culture in an organisation in a digital age. 3. Comprehend the management issues in maintaining a sales strategy in a digital era. 4. Appreciate the role of strategic selling in a digital era. 5. Demonstrate understanding of the changing needs and behaviours of consumers and how this has influenced digital sales practice.	05	Mandatory
1	Research Methods To equip the students with a variety of epistemological approaches, qualitative and quantitative research methods. To enable students to acquire the research skills for marketing practice. The learner will require the skills necessary for successful completion of the MSc in Marketing dissertation or capstone project. To develop an appreciation of research methodologies and their place in a marketing environment. To furnish the students with diagnostic, analytical and critical appraisal skills with regard to the design of research and the actual conduct of research, including issues around access and ethics. The promotion of independent learning is an integral part of this syllabus. Learning Outcomes 1. Appreciate the nature and importance of marketing research in the professionalmarketing environment; 2. Synthesise an academic literature search relevant to the proposed dissertation; or conduct an extensive secondary data search relevant to the proposed capstone project. 3. Apply appropriate research methods for collecting and analysing data; 4. Assess the strengths and weaknesses of the available research methods and conceptualise ways to combine them to compensate for their individual weaknesses for the proposed research; 5. Present a comprehensive research proposal (Dissertation proposal or capstone project proposal).	05	Mandatory
2	Strategic Marketing This module enables the learner to acquire knowledge, and to develop skills and competencies in strategic marketing. The module explores contemporary issues with a focus on planning, organisational and relational aspects in marketing from an national and global perspective. Learners will evaluate the essential role that marketing plays in business success, and, its impact on commercial achievement. Contemporary theoretical development is merged with applied insight. The student will investigate the commercial perspectives that relate to strategic and global marketing practice. Learning Outcomes 1. Apply strategic marketing planning skills in a variety of businesses. 2. Assess and critically analyse the effect of the externalenvironment on a business. 3. Investigate the importance of consumer analysis and competitive analysis in developing business strategy. 4. Critically assess the role of the global marketing mix in a rapidly changing business landscape. 5. Evaluate the impact of strategic marketing on organisational effectiveness. 6. Interpret the strategic role of relationship marketing and management in marketing practice.	10	Mandatory
2	CSR and Sustainability in Marketing This module raises awareness of key issues of marketing in society. There is a duality of approach with a focus on theory and practice. Students are brought through an analytical review of the foundations, current and future status of marketing. The areas of CSR and sustainability are explored within the discipline and practice of marketing. The future development of the role and practice of marketing in society are synthesised. There is reference to marketing as a social entity, that may have a case for professional status that has an impact on society. The impact of stakeholder relationship management is evaluated. Learning Outcomes 1. Critically evaluate the role of marketing in society. 2. Reflect on the theoretical development of marketing. 3. Appreciate the impact of CSR and Sustainability on the strategic and integrative role of marketing as a social entity. 4. Analyse and interpret how CSR and Sustainability relates to the marketing profession. 5. Reflect on the adaptation of marketing from transactional to relational.	05	Mandatory

Recommended Study Hours per week

For the part-time study of the Level 9 Diploma in Marketing, there will be two to three modules per semester. Students can expect to have a maximum of 5 to 5.5 hours of lectures per week plus additional time to dedicate to reading and projects as required. Live lectures normally take place after 6pm, Monday to Thursday, but this may vary depending on the availability of specific lecturers.

Examination and Assessment

Assessments will vary between project work, reports and a final examination. Most modules are assessed using 100% continuous assessment and some modules also has a final exam.

On-Campus Attendance Requirement

No on-campus attendance required.

Progression

The Level 9 Diploma in Marketing is part of the suite of postgraduate Marketing programmes offered by ATU Sligo. Learners who have completed the diploma can choose to complete a dissertation or capstone project to achieve their masters qualification. This suite of programmes allows the learner to tailor their own learning path – learners can choose to register for the MSc in Marketing from the start of their studies or to progress from the PG Certificate to the PG Diploma and onto the Masters, as suits their learning needs. Please refer to the individual webpages for further details on each programme. The flexibility of the suite of programme allows people to complete the PG Diploma in Marketing and then apply to progress to the MSc in Marketing. Alternatively, you can apply for the Masters directly.

Download a prospectus

Postgraduate Prospectus Online, Flexible & Professional Development Prospectus

Entry Requirements

Applicants should have a Bachelor of Business Studies (Honours) Level 8 2.2 minimum or above.

Applications will also be considered from graduates with the following:

1. Level 7 Bachelor of Business Studies (Ordinary) plus 3 years relevant marketing work experience that will be subject to consideration under ATUs Recognition of Prior Learning (RPL).

2. Other Level 8 (Honours) primary degrees in any discipline plus 3 years relevant work experience in a management/supervisory role.

Applicants with other qualifications and with relevant work experience may also be considered through ATU Sligo’s Recognition of Prior Learning (RPL) process. RPL is a process that may allow you to gain admission to a programme or to receive exemptions / credit from some parts of a programme based on demonstrated learning that you may have achieved through another programme of study or through your work and career. Further information is available through www.atu.ie/recognition-of-prior-learning which our dedicated RPL portal or by contacting our admissions team at admissions.sligo@atu.ie.

Fees

Total Fees EU: €4800

Further information on fees

Careers

While the programme will appeal to a wide and varied audience in business and marketing fields, the specific career and advancement opportunities it supports include roles in digital marketing, online marketing, brand promotion, marketing analytics, experiential marketing, international sales and marketing, strategic marketing, customer relations, product development, market research, relationship marketing and management, and corporate social responsibility and sustainability.