Certificate in Marketing

• Core Concepts of Marketing: Connecting with your customers and customer satisfaction - connecting through technology, connecting through relationships, connecting with diversity, connecting globally.
• Marketing Strategies: The big picture, how does it all fit together? Scanning the marketplace for opportunities. Developing competitive advantage. The marketing plan for health and physical activity projects.
• Market Information and Market Research: Market research defined. Why and how a venture should engage in the effort and the process of market research. Research methodology. Developing a questionnaire. Presenting the findings of research.
• Markets, Segmentation and Positioning: What is a market? Types of markets. Requirements for a market. What is segmentation and why do ventures need to do it? Methods and means of segmentation. The positioning of products in the marketplace. Advantages of segmentation.
• Product, Pricing, Promotion and Distribution Strategies: Definitions. Classification of products - product life cycle, characteristics of a product, branding, packaging. The nature of price -price and non-price competition, pricing decisions and the factors which influence same. The role of promotion - the communication process, the promotion mix and its role in the development of the marketing/business plan. Marketing channels - functions of intermediaries, deciding on the best way to get your product to the marketplace.

The mode of delivery is part-time with some blended via DkIT Moodle. Assessment of this Certificate will comprise 100% Continuous Assessment. 

Graduates of this Certificate in Marketing may be eligible for exemptions on other similar programmes within DkIT and with other providers.

Learners who successfully complete this Certificate will be offered the relevant module exemption from the DkIT BBS part-time degree.

Learners completing this may also apply to the full-time BB in Business & Management programme and, provided they meet entry criteria for that programme, will be offered exemptions for the relevant module that they have successfully completed.

Course fee is €750 payable in 2 instalments as follows:

• Instalment 1: €150 (non-refundable) is payable to confirm your acceptance of a course place.
• Instalment 2: €600 is payable by the end of February.

Course is FREE to unemployed people in receipt of an eligible DSP Jobseekers payment. Find out more here: https://www.dkit.ie/part-time/fees,-concessions-and-policies.html

All applicants will normally hold a relevant level 5 qualification (or equivalent) or higher.

Applicants who do not meet the minimum education requirements but are 23 years or older and have relevant work experience may still apply for consideration by the Institute. If you are applying as a mature student be sure to submit your CV and any letters of reference you have from employers.


International students must have English level of IELTS 6.0 (or equivalent).

This course is best-suited to:

• Students who wish to gain insights into the fundamental principles of marketing theory and practice enabling them to apply marketing techniques in practice.
• Students who have an interest in learning about the different types of markets and how to connect with customers, how to connect with customers, how to conduct market research, develop marketing strategies and price products.

Nuala Rispin (Lecturer, Department of Business Studies)
Email: nuala.rispin@dkit.ie