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 and negotiation
  • Apply this knowledge to a wide range of industry settings

Applications and Selections

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.

Additional Requirements

Duration

2 years, part-time

Next start date

September

A Level Grades ()

Average intake

10

Closing Date

Next start date

September

NFQ level

7

Mode of study

Online

ECTS weighting

30

Award

Diploma

CAO

PAC 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 a conflic

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

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)

Optional 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.

Optional 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 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.

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. Learning outcomes will be added when module is developed next year.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK7107: "The Marketing of Services" and is valid from 2016 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. To be completed when module is developed next year.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK7106: "Qualitative Marketing Research" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Optional 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. Learning Outcomes will be added when module is developed next year.
Assessments
  • Continuous Assessment (100%)
Teachers
The above information outlines module MK7108: "Marketing Analytics & Research" and is valid from 2016 onwards.
Note: Module offerings and details may be subject to change.

Optional AL1111: Critical Thinking


Semester 2 | Credits: 5

The module will introduce learners to the concept of critical thinking and its associated skills and applications. Participants will learn about the basic concepts of critical thinking, what it means to think critically, how to think critically and why critical thinking competence is valuable. It will endeavour to build the necessary critical thinking skills required for academic research.
(Language of instruction: English)

Learning Outcomes
  1. Describe skills and dispositions associated with critical thinking
  2. Evaluate the structure, strengths and weaknesses of arguments, with respect to their credibility, relevance, logical strength, balance and bias
  3. Draw reasonable conclusions through the gathering of credible, relevant, logical and unbiased information
  4. Apply critical thinking skills to real-world tasks such as: argumentation, verbal reasoning, hypothesis testing, judging likelihood and uncertainty, and problem-solving
Assessments
  • Department-based Assessment (100%)
Teachers
Reading List
  1. "Critical thinking skills. New York:" by Cottrell
    ISBN: ISBN023028529.
    Publisher: Palgrave MacMillan
The above information outlines module AL1111: "Critical Thinking " and is valid from 2017 onwards.
Note: Module offerings and details may be subject to change.

Further Education

This course provides 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

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€970 p.a.

Fees: Tuition

Fees: Student levy

Fees: Non EU

€1,470 p.a.


A fees scholarship of up to 30% may be available for students who wish to upskill for the purposes of re-employment.  Students must be registered as unemployed and in receipt of one of the following: 

  • Job-seekers Benefit
  • Job-seekers Allowance
  • One-parent family allowance
  • Disability allowance
  • Community Employment Scheme
  • Carer’s Allowance
  • Signing for social insurance contribution credits

Please download the 2018_19 Fees Scholarship Form for more information.

Find out More

Louise Coyle
Centre for Adult Learning and Professional Development
Nuns’ Island, NUI Galway, Galway
Tel: + 353 91 495786
Email: louise.coyle@nuigalway.ie

 

Ultan

Ultan Murphy |   Current 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.