Course Overview

The new part-time Diploma in Marketing is designed to meet the needs of mature students with work and family commitments. The online flexible mode of delivery allows you to study at times that suit your schedule, from any location (with internet access). This Diploma is aimed at those seeking a marketing qualification to develop their careers. You will be equipped with key concepts and skills, vital to embark on a career in marketing. It provides a solid foundation in the principles & practice of marketing. This diploma is ideal if you wish to:

  • Understand the principles of marketing
  • Become knowledgeable of key marketing concepts
  • Understand marketing’s role in business
  • Develop essential skills in marketing, research, services & negotiation
  • Apply this knowledge to a wide range of industry settings

Mode of Study: Online Learning

Next Level Skillnet Logo

This course has been approved by Next Level Skillnet for a fees subsidy of up to 40% for students whose company is a member of their network. For more information, contact:
Next Level Skillnet – Sue Davies at: sue@nextlevel.ie

Applications and Selections

 

Applications open from 1st April 2024.

Applications are made online via the University of Galway Applications System. This course is listed under Adult Learning & CPD Courses Application.

Please visit our How to Apply page for Application tips and Supporting Documents information.

Who Teaches this Course

Requirements and Assessment

Modules are assessed by a combination of written assignments, online activities and block release workshops during the semester.

Key Facts

Entry Requirements

Entry requirements for part-time students can be found in our FAQs section (i.e. age, English language requirements etc.). There are no specific entry requirements for the Diploma in Marketing but applicants should possess a good level of computer literacy.

*If you are under 21 you will be asked to fulfil the matriculation requirements for NUI Galway. These are available in our FAQs section.

Additional Requirements

Recognition of Prior Learning (RPL)

Duration

2 years, part-time

Next start date

September 2024

A Level Grades ()

Average intake

30

QQI/FET FETAC Entry Routes

Closing Date
NFQ level

7

Mode of study

Online Learning

ECTS weighting

30

Award

Diploma

CAO

Course code

Course Outline

The first year of this course provides the theoretical foundations of marketing principles. Through a combination of game-based learning and online technology, you will gain a deeper understanding of marketing theory and apply it to real-world settings. You will examine how marketing works in a managerial context and develop negotiation skills; in particular, how to manage issues to achieve agreement and resolve  conflict.

In year 2 you will develop marketing research skills, such as: how to collect accurate data, how to prepare and analyse this data, and how to compile and present the research finding. You will also investigate services marketing.

Course Delivery

  • Podcasts
  • Screencasts (a digital recording of computer screen output)
  • Live online lectures
  • Reading material and assignments
  • Online discussions
  • One three-day workshop in Year 1

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

Credits
You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
Module
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Optional
A module you may choose to study.
Required
A module that you must study if you choose this course (or subject).
Semester
Most courses have 2 semesters (aka terms) per year.

Year 1 (15 Credits)

Required MK8100: Foundations Of Marketing Thought


Semester 1 | Credits: 5

The aims of this module are to introduce the student to the concepts and principles fundamental to marketing theory and to provide a contemporary view of the role and importance of marketing by examining its application in international, European and Irish business situations. Underpinning students study will be the integration of marketing and ethics into the various topics for discussion.
(Language of instruction: English)

Learning Outcomes
  1. Identify the factors affecting the wider context in which marketing operates, namely the competitive context, the social context, and the ethical context.
  2. Analyse market opportunities through the perspective of consumer and business decision making methods, as well as the process of market research, segmentation, targeting and positioning.
  3. Explain the factors affecting an organisation's decisions relating to product and place.
  4. Explain the factors affecting an organisation's decisions relating to price and marketing communications.
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Introduction to Marketing" by Lamb, C.W., Hair, J.F. & McDaniel, C.
    Publisher: South-Western, Cengage Learning
The above information outlines module MK8100: "Foundations Of Marketing Thought" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK8101: Marketing Management


Semester 2 | Credits: 5

Marketing Management is designed to build on the knowledge acquired in Foundations of Marketing Thought. Through a combination of game-based learning, online technology and the development of a Learning Journal, this innovative module allows students to gain a deeper understanding of marketing theory and apply it to real-world settings. While the module is highly experimental and challenging, it is also an engaging and effective way of learning how marketing works in a managerial context.
(Language of instruction: English)

Learning Outcomes
  1. Identify and explain the key issues in marketing theory.
  2. Work effectively as part of a team to analyse marketing problems, formulate strategy and provide appropriate solutions in a dynamic, simulated game environment.
  3. Apply analytical and creative skills to evaluate current marketing practice via a Learning Journal.
  4. Critically reflect on and implement the skillset you have developed over the course of this module: decision-making, negotiation, teamwork, self-motivation, problem solving and situation analysis.
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Introduction to Marketing" by Lamb, C.W., Hair, J.F. & McDaniel, C.
    Publisher: South-Western, Cengage Learning
The above information outlines module MK8101: "Marketing Management" and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Required MK8104: Negotiation Skills


Semester 2 | Credits: 5

Negotiation is a dialogue to discover common ground among parties with differing aims, needs and perspectives in order to achieve a solution that as far as possible meets people's interests. It is a process by which parties pursue a mutually acceptable outcome, which typically involves elements of creativity and compromise. Negotiation Skills explore how two or more parties with competing interests discuss and manage issues so as to attain an agreement, settle a matter of mutual concern, or resolve a conflict. Negotiation is a valuable leadership and management skill, which is employed in a wide range of business contexts, such as contracts, deal-making, employment discussions, team building and disputes. Negotiations occur in commercial, non-profit and governmental organisations.
(Language of instruction: English)

Learning Outcomes
  1. Comparing distributive and integrative negotiations, as well as identifying the sub-process of negotiations.
  2. Distinguishing between interests and positions, as well as outlining the elements of principled negotiations.
  3. Applying active listening techniques and investigating the joint outcome space through BATNA, ZOPA and anchoring.
  4. Exploring the agent-client dynamics in negotiations and crafting solutions via standards and persuasion.
  5. Managing hardball tactics and non-engagement, as well as identifying ethical issues in negotiations.
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Getting to Yes: Negotiating Agreement Without Giving In." by Fisher, R & Ury, W.
    ISBN: 13: 978-18479.
    Publisher: Random House Business.
  2. "Difficult Conversations: How to Discuss What Matters Most" by Stone, D, Patton, B & Heen, S.
    ISBN: 13: 978-06709.
    Publisher: Viking Reissue
The above information outlines module MK8104: "Negotiation Skills" and is valid from 2018 onwards.
Note: Module offerings and details may be subject to change.

Optional RPL005: Recognised Prior Learning


Semester 1 and Semester 2 | Credits: 5

Assessments
  • Continuous Assessment (100%)
The above information outlines module RPL005: "Recognised Prior Learning " and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Year 2 (15 Credits)

Required MK7107: The Marketing of Services


Semester 1 | Credits: 5

This course outlines the unique features of services and examines how services marketing differs from product marketing. Service encounter frameworks are explored, and the elements of the marketing mix are examined from a services perspective.
(Language of instruction: English)

Learning Outcomes
  1. Differentiate between product and services marketing
  2. Identify the nature of services and their unique characteristics
  3. Assess the buying behaviour of consumers and organisations
  4. Discuss the importance of customer expectations and perceptions of service
  5. Critically analyse the Gaps Model of Service Quality
  6. Discuss the role, benefits and challenges of relationship marketing in services marketing
  7. Demonstrate the value of service blueprinting
  8. Explain the profound impact of physical evidence and virtual servicescapes on customer perceptions and experiences
  9. Illustrate the importance of customers in successful service delivery and cocreation of service experiences
  10. Critically analyse the manner in which services can be delivered through technology and electronic channels
  11. Discuss the means by which service organisations can effectively manage demand and capacity
  12. Explain the role played by pricing and communications in services marketing
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Services Marketing" by Alan Wilson,Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler
    ISBN: 9780077169312.
    Publisher: McGraw-Hill
The above information outlines module MK7107: "The Marketing of Services" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK7106: Qualitative Marketing Research


Semester 1 | Credits: 5

This module introduces the learner to the key fundamentals of Marketing Research Methods with particular focus on qualitative research techniques
(Language of instruction: English)

Learning Outcomes
  1. Explain the stages of the marketing research process
  2. Define the role and function of marketing research in marketing strategy, development and information management
  3. Describe in detail the tools and techniques used in qualitative marketing research
  4. Choose effective and efficient research strategies and methods appropriate to a given set of circumstances when conducting qualitative research
  5. Critically analyse and interpret qualitative marketing research data
  6. Compile a professional marketing research report
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Marketing Research" by Naresh K. Malhotra,Daniel Nunan,David F. Birks
    ISBN: 1292103124.
    Publisher: Pearson
The above information outlines module MK7106: "Qualitative Marketing Research" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Required MK7108: Marketing Analytics & Research


Semester 2 | Credits: 5

Successful organisations direct all their efforts to giving customers what they want, while still earning a profit. The critical factor in such market dominance is the extensive use of data from Marketing Research. To be truly marketing orientated, companies have to make data work and be information driven. Marketers must actively engage with data searches, analyse, summarisation, interpretation, visualisation and presentation for intelligent marketing decision making and action. The purpose of this course is to achieve a theoretical and practical understanding of the what, how, where, when and why of the qualitative Marketing Research, including Marketing Analytics.
(Language of instruction: English)

Learning Outcomes
  1. Explain the underlying theory of quantitative marketing research
  2. Describe in detail the tools and techniques of quantitative marketing research
  3. Apply effective and efficient quantitative marketing research strategies and methods to a given set of circumstances
  4. Formulate and implement a survey-based research project
  5. Design questionnaires for survey-based research
  6. Explain how to design and implement observation and causal research strategies
  7. Determine the most appropriate sampling methods to apply to various research situations
  8. Undertake survey fieldwork and basic statistical analysis
  9. Evaluate the methods involved in social media and mobile research and analytics
  10. Critically analyse and interpret quantitative marketing research data
  11. Compile a professional marketing research report
Assessments
  • Continuous Assessment (100%)
Teachers
Reading List
  1. "Marketing Research" by Naresh K. Malhotra,Daniel Nunan,David F. Birks
    ISBN: 1292103124.
    Publisher: Pearson
The above information outlines module MK7108: "Marketing Analytics & Research" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Optional RPL005: Recognised Prior Learning


Semester 1 and Semester 2 | Credits: 5

Assessments
  • Continuous Assessment (100%)
The above information outlines module RPL005: "Recognised Prior Learning " and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Further Education

This course may provide a progression route to the part-time Bachelor of Commerce Online should graduates wish to progress to degree level. Exemptions will be granted for the academic work completed for the diploma.

Why Choose This Course?

Career Opportunities

This course is aimed at students who wish to develop their careers in today’s global business environment. You will be equipped with the fundamentals to embark on a career path in marketing and marketing management. Graduates may be employable in a range of organisations and sectors.

Who’s Suited to This Course

Learning Outcomes

Transferable Skills Employers Value

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€1,000 p.a. 2024/25

Fees: Tuition

€965 p.a. 2024/25

Fees: Student levy

€35 p.a. 2024/25

Fees: Non EU

€1,500 p.a. 2024/25

 

*Next Level Skillnet funding (40% fee subsidy) is available for this course. You also may be eligible for the Adult Learning Tuition Scholarship, find out more

Find out More

Course Administrator
Tel: 091 495786
Email: ptbusiness@nuigalway.ie

 

 

 What Our Students Say

Kamila

Kamila Hanáková |   Graduate

I believe that the part-time course of Diploma in Marketing has unlocked my potential. I was always interested in marketing and I wanted a career in progressive field. I was looking for ways to step out of my comfort zone and improve my skills. This course was definitely the right choice. The course significantly helped me to improve my skills on a professional and personal level. Shortly after enrolling to the course I could feel an enhancement in my professional abilities and I could feel fulfilled going towards my goals and do something extra on the top of my day-to-day job. With online part-time study I could work full-time employment and manage all my responsibilities. Continuous assessment and real life scenarios are a great way to learn and connects theory and practice. Lecturers are very knowledgeable, motivated, and supportive. Even though the course is delivered online, lecturers are always there for you. After every online session with the lecturer I felt motivated to study and find out more about the topic. Shortly after graduating, I was able to land a new job in digital marketing and start going in the direction I wanted to go in for a long time.
Sean

Sean Rose |   Current Student

This course has helped me to become more confident in myself and in my professional abilities. It allows me to work a full-time job and to get the education I always dreamed of having. The course’s layout allows you to be flexible in the learning meaning that you can achieve your day to day life while also being able to get the highest level of education. The course work is challenging and pushes you to be and achieve your best. I have been able to pave the way for myself to a successful career in my chosen industry. With the help of my lecturer I have been able to get the job I have wanted and start my career on the right foot. The college and lectures are helpful, kind and know what they are talking about. This allows anyone who undergoes this course to be confident in the high level of education they will get, and be sure that they can become an industry leader once they have completed their studies.
Ultan

Ultan Murphy |   Past Student

I wanted to study in an area outside my comfort zone that may offer new opportunities in the future. I chose to study a Diploma in Marketing with NUI Galway. This has been a great decision for me professionally and personally! The online mode of delivery has been a very positive experience for me. It has offered the flexibility to continue working and meet other personal commitments. I can study at times that suit me and at my own pace. I have never felt alone as the lecturer is always readily available to answer any questions and the way the Diploma is delivered keeps you continually engaged. Feedback on assignments is excellent and ensures continual improvement. This learning experience has benefited me personally by feeling more confident about what I can achieve and has given me a sense of accomplishment. It has also made me excited by what work opportunities may arise in the future through my Marketing studies.