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Marketing is responsible for developing strategic communications and building relationships with customers. It involves researching customer needs, developing products & services that satisfy these needs and converting them into brands. We then use a combination of communications strategies such as Advertising, Sales Promotions, PR & Influencer Marketing to sell these brands to customers.
In recent years Marketing has shifted into the Digital Media sector where businesses communicate directly with customers using websites, mobile phone apps and social media. Marketing and digital media encompasses all social media platforms that connect organisations to customers and these platforms are constantly evolving as we strive to meet changing customer needs.
The BA (Hons) in Marketing & Digital Media is a four year degree course, which prepares students for employment in marketing in the digital age. The first two semesters consist of general marketing and business subjects and then students study the specific marketing, advertising & media subjects from semesters 3-8.
Team ‘Media Edge’, comprising of four third year students from the Marketing programme at SETU Waterford, has been announced as the overall winners of the live-project corporate competition supported by Enterprise Rent-A-Car.
Enterprise Rent-A-Car partnered with students from the class from SETU Waterford where teams of students were provided with a real-life marketing brief as part of their advertising strategy module. Enterprise began working with students as part of a mentoring programme in January, when the teams were asked to devise an advertising strategy to include a video element to promote leisure car rental in the South East area.
Photo details(left to right): Steven Coyle, Vehicle Acquisitions Manager, Jennifer Minogue, HR Generalist and Talent Acquisition Specialist, Leslee O' Loughlin, HR Manager Enterprise Rent-a-Car photographed with members of the winning team Media Edge, Neasa O' Brien, Eibhlin O' Keeffe, Hazel McPartlan and Jenna Eustace.
|Semester 1||Semester 2|
|Digital Media 1||IT & Communication Skills 2|
|IT & Communication Skills 1||Macroeconomic Environment|
|Introduction to Management||Marketing Communications|
|Introduction to Statistics||Marketing Mix|
|Market Pricing||Organisational Behaviour|
|Principles of Marketing||Social Media Technologies|
|Semester 3||Semester 4|
|Applied Services Marketing||Accounting for Business|
|Consumer Psychology||Commercial Law|
|Digital Media 2||Consumer Environment|
|Direct & Database Marketing||Introduction to Advertising|
|Introduction to Business Law||Marketing Research Practice|
|Marketing Research Theory||Print Media Advertising|
|Semester 5||Semester 6|
|Advertising Message & Media Planning||Digital Media Advertising|
|Customer Relationship Management||International Marketing|
|Digital Creativity & Design||Services Marketing Theory|
|Financial Management||Strategic Public Relations|
|Web Development||Web Design|
|Choose one of the following electives:||Choose one of the following electives:|
|*Sports Marketing||*Professional Selling Skills|
|*Marketing/Advertising Project 1||*Marketing/Advertising Project 1|
|* = elective module||*Marketing/Advertising Project 2|
|Semester 7||Semester 8|
|Work Placement 1||Digital Marketing|
|Work Placement 1 Log Book||Marketing Challenge|
|International Placement 1||Global Strategic Marketing|
|SEO & Analytics|
|Strategic Brand Management|
|Choose one of the following electives:|
|*Social & Ethical Marketing|
|*Small Business Management|
2 subjects: H5
4 subjects: O6/H7
English or Irish: O6/H7
Online Media (Managing company website/ social media/online promotions)
Sales & Purchasing
The work placement or study abroad takes place in Semester 7. It allows students to gain real experience of working in a marketing environment. Companies who have been involved in the placements include: Coca Cola, Aer Lingus, Ben Sherman, Bulmers (C+C), Bank of Ireland and Advertising Agencies such as Rothco, Cawley Nea and Youngs. Students can also opt to study abroad in one of SETU Waterford’s partner institutions in Europe, Canada or the USA.