Bachelor of Business Studies (Hons) - Marketing Degree

The BBS (Hons) (Marketing) is normally a four-year, part-time programme that provides a comprehensive examination and analysis of the subjects critical to contemporary business life, focusing on the marketing function.

Is this programme for you?

Marketing is a key function in modern organisations; marketing plans and budgets occupy managers at all levels. A student of this honours degree is likely to want a broad business studies degree – one that includes HR and accounting subjects – and some advanced understanding of contemporary marketing theory. Graduates of this programme can apply for substantial exemptions from the examinations of the Marketing Institute of Ireland.


Blended learning with 2 evenings per week in the classroom in Mallow, online courses, and 5 weekend sessions in Dublin per year.


Year 3

Marketing Communications
This course explores the theories and practices marketers use when formulating advertising and communication strategies. It addresses the different types of advertising, the nature of public relations, online and direct marketing and buyer behaviour.

Management Accounting
Management accounting provides vital information to managers within an organisation. This course explores its key components: budgeting, advanced variance analysis, activitybased costing, pricing and divisional performance appraisal.

Financial Management
This course analyses the crucial elements in financial decision-making, including financial mathematics, the sources of organisational finance, financial risk, investment decisions, the proper management of working capital and mergers and acquisitions.

Enterprise and Project Management
This course explores enterprise and the management of business relationships. Among the specific topics covered are the enterprise cycle, branding, the stages of project management and the e-commerce infrastructure.

Year 4

Strategic Marketing and Planning
This course places the marketing material that students have studied up to this point in the context of strategy formulation and implementation. It examines a range of topics central to the contemporary marketing function, including marketing segmentation, branding, strategic pricing and supply chain management.

Business Policy
The primary aim of this course is to explain the pivotal importance of strategic thinking and policy development to modern management. It considers, among other things, the factors that shape an organisation’s strategy, the business environment, the causes of corporate decline and how to choose between strategy alternatives.

Management Accounting Applications and Control
This course applies quantitative methods to accounting principles and processes. It explores, among other topics, the integration of cost data in management, how to establish operational variances, linear programming and regression analysis.

Any coherent analysis of an organisation’s accounts must encompass taxation issues. This course explains tax law in Ireland, examining income tax, corporation tax, capital gains, stamp duty, VAT, capital acquisitions tax and capital gains tax.


Students are assessed on the basis of assignments in each subject and final examinations. Examinations held in Mallow.