This programme is designed for undergraduate business students who have a particular interest in the new and fast-changing digital world of marketing and media. This is a study abroad program for a duration of three months. The program provides students with knowledge and practical skills and also builds on their previous knowledge of management, communication and economics in a multi-cultural context.


  • Digital Marketing
  • Digital Media
  • Management & Organisations
  • Social and Economic Aspects of Ireland
  • Business Communication Skills
  • Digital Marketing & Media Project

Digital Marketing

The aim of this module is to give international learners the knowledge and understanding of the role and function of digital marketing and the tools to plan, implement, analyse and evaluate a digital marketing campaign.

On successful completion of this module learners should be able to:

  • Describe the Irish Digital Marketing landscape and its future trends.
  • Identify the theories, roles and functions of the main digital channels and social media.
  • Recognise the importance and features of digital marketing in the context of the wider marketing communications function.
  • Discuss the relationship between digital marketing and consumer trends in behaviour & media usage.
  • Explain how the main theories, concepts, techniques and applications of digital marketing can be effectively developed to plan and implement a digital marketing strategy in the Irish market.

Digital Media

The aim of this module is to give students an understanding of the development and role of digital media in a modern, consumer society. It will also give students the knowledge and use of the practical tools required to work in digital media from a media or business perspective, including experience with rich media content via audio and video.

On successful completion of this module learners should be able to:

  • Relate digital media practice and theory to business and consumer applications.
  • Recognise the importance and developments in, including consumption of, digital media frameworks and structures.
  • Discuss the ethical and regulatory issues arising from a ‘content everywhere’ culture.
  • Produce examples of various audio and video‘rich media’ content and display competence in digital media software.
  • Communicate the effective use of specific digital media within a wider marketing communications campaign.

Management & Organisations

The aim of this module is to familiarise international learners with the theory, principles, practices, roles and functions of management and organisations in the Irish business environment.

On successful completion of this module learners should be able to:

  • Identify various definitions and theories of management, recognise their subtleties and appreciate their historical development and the fundamentals of their corporate implementation.
  • Label, describe and apply management tools such as PESTEL and SWOT Analysis, Porters Five Forces and Value/Supply chain concepts.
  • Define and discuss, using clear corporate examples, key management disciplines such as: organisational structures and culture, leadership, team-working, ethics and CSR, decision making and conflict resolution.
  • Explain how the implementation of traditional management functions, tools and disciplines is influenced by organisational structure, culture and internal and external environments.

Social and Economic Aspects of Ireland

This module is designed to inform and enhance the socio-cultural appreciation of Ireland by international learners, and to enable them to use standard economic tools to explore and evaluate fundamental aspects of the Irish economy.

On successful completion of this module learners should be able to:

  • Discuss the socio-cultural, political and economic dimensions of contemporary Ireland, identifying similarities and contrasts with the learner’s country of origin
  • Identify the main civilisations, influences and events which have shaped society, politics and the economy of contemporary Ireland
  • Explain the origins of the conflict in Northern Ireland and the progress made since the 1990’s
  • Explain the role of the Irish language in modern Ireland, and assess the causes of its declining usage
  • Explain the standard tools used by economists to analyse certain aspects of a national economy, and explore their applicability to aspects of the Irish economy
  • Discuss the causes and consequences of Ireland’s rise to economic prominence as a Celtic Tiger economy and its subsequent crash
  • Examine and discuss key contemporary issues and options in relation to Irish social and economic policy

Business Communications Skills

The aim of this module is to enable international students to communicate in the English language with clarity and authority, applying written, electronic, verbal and non-verbal communications skills in a range of business settings and situations.

On successful completion of this module learners should be able to:

  • Develop an understanding of the principles of effective communication through theoretical and practical applications of the English language to business communications
  • Appraise primary non-academic business oriented texts and independently generate a measured and articulated response
  • Create, script and deliver an audience-focused business presentation, using appropriate vocabulary, graphs, charts and other visual/ electronic aids
  • Communicate clearly and concisely in written business English, observing the relevant layout, conventions and styles of emails, letters, reports and promotional leaflets
  • Communicate appropriately and persuasively in oral English, including in discussion, debate, interviews, meetings and negotiations
  • Differentiate between varying language registers in a business context (formal, informal, impromptu) for planned and un-predicted life-like business scenarios such as business negotiations and mock product pitching
  • Communicate effectively within a team

Digital Marketing & Media Project

This module is designed to form an essential element which facilitates learners in consolidating the key strands of the Digital Marketing & Media programme in an integrative project.

On successful completion of this module learners should be able to:

  • Recognise and apply the cross-disciplinary relevance of learning achieved in the other Digital Marketing and Digital Media Programme modules.
  • Translate the academic theory underpinning Digital Marketing and Digital Media into an applied nature by creating a realistic industry standard digital communications campaign.
  • Communicate a proposal for a realistic industry standard event that illustrates an effective digital marketing campaign and implementation of appropriate digital media strategies.
  • Explain how selected digital marketing and digital media strategies should and can be applied together effectively in an industry setting.
Program taught in:
  • English

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This course is Campus based
Start Date
Sep 2020
1 semester
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Start Date
Sep 2020
End Date
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Sep 2020

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