BA (Hons) in Business Marketing and Tourism Management
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Course Overview
This is a dynamic, career-focused course designed for students who want to develop the knowledge, skills and global perspective needed to succeed across the interconnected worlds of business, marketing and tourism.
The course provides students with a strong foundation in contemporary business while developing specialist expertise in areas such as marketing, digital marketing, tourism management, consumer behaviour, business strategy, innovation and entrepreneurship. Students learn how organisations operate, how markets and consumers are changing, and how businesses can respond to opportunities in an increasingly digital, sustainable and internationally connected world.
A key strength of the course is its practical and industry-focused approach. Through live projects, case studies, industry engagement, guest speakers and applied assessments, students have opportunities to connect classroom learning with real business and tourism challenges. This helps students develop the professional and transferable skills employers value, including communication, teamwork, leadership, creativity, problem-solving and decision-making.
The course also has a strong international outlook. Students are encouraged to think globally, understand international markets and cultures, and explore opportunities to gain experience abroad. Opportunities for work placement and international study allow students to broaden their horizons, develop their professional networks and gain valuable experience that can differentiate them in a competitive graduate market.
What makes this course different
Participate in an International Project and Learn a Language
Students will have the opportunity to work with students and academics from Erasmus+ partner institutions on an international collaborative project, including the development and delivery of an intensive week-long programme focused on Tourism Destination Management.
Professional Work Placement
In Year 2, students will complete at least 80 hours of professional work experience where students can enhance their management and leadership skills.
Gain Additional Professional Qualifications
You can access additional professional training for the tourism industry and achieve two qualifications awarded by the American Hotel & Lodging Association - Certification in Hotel Industry Analytics (CHIA) and Certification in Advanced Hospitality and Tourism Analytics (CAHTA).
Build Skills for a Global Career
Students leave the course with more than a degree – they have opportunities to graduate with real-world experience, international exposure, professional connections and additional qualifications that can help them stand out when entering the graduate employment market.
Understanding the Industry
Business, marketing and tourism operate in a fast-moving, globally connected environment, shaped by changing consumer expectations, digital innovation, sustainability and new ways of doing business.
The industry brings together the principles of business management and marketing with the dynamic world of tourism and the visitor economy. Professionals use skills in market research, branding, digital marketing, customer experience, business strategy and data analysis to understand consumers, develop successful organisations and create compelling products, services and experiences.
Tourism is one of the world's most internationally connected industries, bringing businesses, destinations and people together. Graduates may work with businesses, tourism organisations, destination management organisations, visitor attractions, marketing agencies and public-sector bodies, helping organisations reach new markets, strengthen their brands and respond to changing customer needs.
Increasingly, the sector also requires professionals who understand sustainable and responsible business practices and who can balance commercial success with positive outcomes for destinations, communities and the environment.
Career Opportunities
Future Careers:
- Tourism Marketing Officer
- Travel Consultant
- Business Development Manager
- Marketing Executive
- Visitor Attraction Manager
- Social Media Manager
- Special Tour Operator
- Marketing Executive
In these areas:
- Sales and Marketing
- Tourism Industry
- Human Resources
Course Delivery and Modules
This course is primarily delivered through in-person, interactive learning, combining lectures, seminars, tutorials, practical workshops, case studies and project-based learning. A strong emphasis is placed on learning through experience. Students have opportunities to apply their knowledge to real business and tourism challenges, work collaboratively with other students and engage directly with industry throughout the programme.
Students can participate in an international Erasmus+ Blended Intensive Programme (BIP), working alongside students and academics from European partner institutions on a collaborative project. This provides valuable international experience while developing teamwork, communication, intercultural and problem-solving skills.
Work-Based Learning is also an important part of the programme. In Year 2, students undertake a professional work placement, providing an opportunity to apply their learning in a real workplace, develop professional and leadership skills, build industry contacts and gain experience relevant to their future career.
Learning is further enhanced through the Department of Hospitality Studies’ integrated Guest Lecture Series. Together, these approaches create a learning experience that combines academic knowledge, practical application, international exposure and direct industry engagement, preparing graduates for successful careers across business, marketing and tourism.
- Academic and Career Skills
- Destination Events in Tourism
- Digital Skills
- Introduction to Tourism
- Tourism Operations
- Fundamentals of Accounting
- Fundamentals of Management
- Fundamentals of Marketing
- English for International Students
- Consumer Behaviour in Tourism
- Services Marketing
- French and Francophone Culture for Tourism
- Business Tourism
- Digital Marketing
- Introduction to Revenue Management
- Operational Accounting
- English for International Students
- Work Placement (12 Weeks)
- Tourism and Society
- Revenue and Data Analytics
- Destination Management
- Tourism Policy
- Spanish and Hispanic Culture for Tourism
- Studies Abroad (Semester 2)
- Advanced Industry Analytics
- Business Economics and Management Accounting
- Tourism | Marketing Research Paper
- German and Germanic Culture for Tourism
- English for International Students
- Research Skills for Business
- Strategic Management
- Studies Abroad (Semester 1)
- Applied Innovation in Services
- Applied Marketing
- Digital Marketing Management
- Tourism Channel Management
- Food Content Creation & Multimedia Production
Work placement
In Year 2, students undertake a minimum 12-week professional work placement, providing an important opportunity to apply the knowledge and skills developed on the programme in a real-world professional environment.
Students can gain experience in areas related to business, marketing, tourism and the wider visitor economy, developing an understanding of the workplace and the professional context of their chosen career.
The placement enables students to strengthen their practical, communication, teamwork, management and leadership skills, while gaining valuable industry experience and building professional networks. It also provides an opportunity to explore future career options and enhance graduate employability.
Professional Accreditations
Alongside their degree, students can access additional professional training and work towards internationally recognised industry qualifications.
Students have the opportunity to achieve two professional certifications associated with the American Hotel & Lodging Association:
- Certification in Hotel Industry Analytics (CHIA) – developing knowledge and skills in understanding and interpreting hotel and tourism industry performance data.
- Certification in Advanced Hospitality and Tourism Analytics (CAHTA) – providing further expertise in data analysis, business intelligence and evidence-based decision-making within hospitality and tourism.
These additional qualifications help students develop valuable business and analytical skills and provide further evidence of professional competence alongside their honours degree.
Education Progression
MBS in Entrepreneurship and Marketing
Fees and Funding
Please find information on fees and funding here: www.dkit.ie/fees
Entry requirements
Standard entry requirements apply. There are no special entry requirements for this course.
- Standard Requirements for Leaving Certificate Applicants
- Standard Requirements for UK/NI Applicants
- Standard Requirements for QQI-Further Education Applicants
Recent CAO points
How to apply
Apply on CAO
All standard entry first-year applicants must apply for entry through the CAO. See Important application dates for CAO and information for specific applicant types below:
Advanced Entry & Transfer Applications
Advanced Entry is for applicants who have previous educational achievements and/or work experience and want to be considered for direct entry into year 2, 3, or 4 of a course. This includes students looking to transfer to DkIT from another Higher Education provider.
International Application (non-EU)
International Applicants (not from or living in the EU) can apply through an agent or directly to DkIT to study this course.
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Disclaimer: All module titles are subject to change and for indicative purposes only. All courses are delivered subject to demand and timetables are subject to change. Elective Module options will only run subject to student numbers. The relevant Department will determine the viability of each elective module option proceeding depending on the number of students who choose that option. Students will be offered alternative elective modules on their programme should their preferred elective option not be proceeding. Award Options for Common Entry Programmes: The relevant Department will determine the viability of each award option proceeding depending on the number of students who choose either option. If the numbers for one of the Award options exceed available places, students for this option will be selected based on Academic Merit (highest grades).