Dublin City University

Ollscoil Chathair Bhaile Átha Cliath

DUBLIN CITY UNIVERSITY BUSINESS SCHOOL

B.Sc. in Marketing, Innovation and Technology

Are you an innovator?
CAO Code: DC240 Duration: 4 years Minimum points 2009: 400 Places: 35
Special Entry Requirements for this Course: Leaving Certificate Grade C3 at Ordinary Level
or Grade D3 at Higher Level in Mathematics

Why Study Marketing, Innovation
and Technology at DCU?
This exciting new degree course prepares you for a career in the
marketing of high technology products and services. Industries
such as healthcare, pharmaceuticals, biotechnology, telecoms
and software are among the world’s fastest growing sectors.
The objective of the course is to equip you with the skills
required to achieve marketing success within these dynamic
and competitive industries.
If you have an interest in marketing, are a creative thinker, and
you have a genuine curiosity about the technologies that are
changing our world, this is the course for you. You will learn to
anticipate and respond to consumer needs, and will have
sufficient knowledge of innovation, science and technology to
lecturers from many different disciplines to get a complete
view of the high tech business world. It is the only degree of
its kind in Ireland, offering a solid foundation in marketing
while incorporating cutting edge technology and design in
answer to the growing demand for expertise in these fast-
paced areas.
The high tech sector is a dynamic and highly competitive
environment, and bringing these technologies to the
marketplace requires markets who can move at the same
pace. You will understand the new technologies that will
shape our world:
n information and communications technologies
(PC, Internet, mobile devices, digital TV)
n biotechnologies (advances in pharmaceuticals, biofuels

work in teams with innovators, technologists and scientists.
Together you could discover the ‘next big thing’.
Course Structure
This course involves input from all four DCU faculties, meaning
that you will benefit from the knowledge and experience of
and fine chemicals)
n physical sciences (laser, x-rays, nanotechnology)
and you will learn to anticipate and respond to consumer
needs, to develop and market these technologies in a way
that makes sense to today’s marketplace.
 B.Sc. in Marketing, Innovation and Technology (CAO Code: DC240)

Course Structure (continued) A Future Career

By the end of the four years you will have gained:
n an in-depth understanding of marketing techniques
n a core grounding in science and technology
n knowledge of web design, communications and
industrial design
n an entrepreneurial outlook
n an understanding of the processes involved in new
product development.
As an innovative marketing specialist in the high
technology sector, you will be ideally equipped to work in
cross-functional teams that research, design and market
new products and services. Your cross-disciplinary skills
set will be recognised by graduate membership of the
Irish Computer Society. You will also be eligible for the
graduateship examination of the Irish Marketing
Institute, the professional body for marketing
professionals in Ireland.

You will learn through lectures, case studies, research
projects and from the vast knowledge of visiting
industry experts. In some projects you will work in
multidisciplinary teams, alongside engineers, scientists
and biotechnology students, reflecting real life scenarios.
One third of the high tech organisations surveyed for
the Economist Intelligence Unit White Paper: CEO
Briefing 2005 listed “failure to innovate” in their top
three business risks. These survey results bode well for
the employment prospects of graduates qualified in the
innovation and marketing of high technology products.

Integrated Work Placement Through their knowledge of new media, graduates of

Your year-long INTRA work placement is in Year 3, giving
you a unique opportunity to appreciate the relevance of
your study to the real business world. Our experience
has been that students who have completed an INTRA
placement have a real competitive edge when seeking
employment after graduation.
this course will also have a much-coveted understanding
of how best to utilise technology and integrate it into
their marketing strategies, whatever the industry sector.
Contact Details
For more information go to www.dcu.ie/dc240 or contact
the School Office at: tel: +353 (0)1 700 5265
or email: dcubs@dcu.ie

What Will I Study?

Year 1 Year 2 Year 4
Economics Accounting Marketing Management and Planning
Introduction to Marketing Distribution and Channel Management Information Technology in Society
Marketing of High Technology Products Consumer Behaviour New Enterprise Development
and Innovation Introduction to Biotechnology Project Management
Creativity and Discovery Commercial Biotechnology Innovation, Marketing and New
Marketing Feasibility Research Professional Selling Technology Foresights
Services Marketing Systems of the Knowledge-Based Society Information Access and Web Design
Media Technology International Marketing High Technology Entrepreneurship
Modern Technology (energy, transport and B2B Marketing Strategic Management
electric power) New Product Development
Modern Technology (electronics and Strategic Cost Management and Pricing
communications) E-Marketing
Year 3
INTRA (12-month Work Placement)

“There is a demand for ‘tech savvy’ marketers across the medium to high “I was drawn to this innovative degree as it allows me to use
tech sectors – from Information and Communications Technology (ICT) my creative side freely and also challenges me academically.
to the emerging life-sciences and biotech sector.” From mixing with final years for Business modules, to being
taken alone for Biotechnology and Physics modules, you never
Declan Hughes, Science, Technology and Innovation Group, Forfás
get bored! My degree adds an edge to how I look at products
and situations. Ultimately, MInT opens up a niche in the
“As a MInT student in DCU I have the pleasure of studying a marketing employment market, as we are the first graduates of such a
degree which allows me to gain a great variety of knowledge of extremely programme – I’m confident I’ll be employed when I finish!”
different markets. This includes the finer details of the technological,
Megan O Riordan
pharmaceutical and traditional corporate business markets. I am currently
Marketing, Innovation and Technology Student
out on placement at Janssen-Cilag and feel incredibly prepared heading into
a pharmaceutical company, knowing that DCU has equipped me for the real
situations that I will face in the marketing world.”
Elaine Caffrey, Marketing, Innovation and Technology Student

www.dcu.ie/dc240