Diploma in Sales and Marketing

Learn the skills to succeed in Sales and Marketing

11 weeks part-time, one evening per week, 6.30-9.30pm
Start Date:
Back on-campus Feb 22
Reference Code:
Normal Price:

Why Sales and Marketing

Traditionally, organisation’s marketing departments have been responsible for product design, identifying demographics, designing promotions, advertising, and enabling the sales force with tools to go to the market. Once marketing was complete, sales professionals took over. If sales were strong, the marketing team were satisfied that they had done their job. If sales were weak, the marketing team would be charged with changing marketing strategy and/or plan. While many large businesses still operate the traditional "marketing then sales" model, most small to mid-sized businesses have merged these two departments into one. Doing so not only reduces overheads, but can also provide advantages with a dual approach.

  • Marketing stands out as the most significant skills gap for almost 2 in 5 (39%) manufacturers nationwide, followed closely by sales (35%) and production (33%) which are a concern for a third of all companies surveyed.
  • Between 2013 and 2018, the strongest rate of employment growth was observed for sales related occupations (9.5%).
  • There has been an upswing in recruitment as organisations expand lean sales teams particularly in Telco, FMCG and IT sectors.
  • The continued growth of EMEA sales hubs in Dublin has driven strong demand for sales specialists fluent in a European language.
According to the Fingal report in 2017, sales and customer services will have a gap between supply and demand up to 2023, with 1,441 roles a year in Dublin alone which is a growth of 19% annually

This merging has created several career opportunities for creative thinking sales professionals who can benefit from the advantages of a dual-role position. An experienced sales professional knows what works and what falls short. Marketing functions often rely on surveys, industry analysis and charts when designing your strategy – an approach which lacks real life feedback and experience.

When experienced professionals are employed as Sales Marketing Specialists, they bring the crucial ability to manage sales, marketing and communications to structure, formalise and implement a successful sales and/or marketing campaign.

This course is designed for you:

  • If you are interested in developing your sales and/or marketing knowledge.
  • If you want to develop sales and marketing skills consistent with the current principles and practices.
  • If you want to formalise your sales and marketing skills with best in practice and improve your career and job prospects.
  • If you want to bring best in class marketing principles to your business ensure optimum success.
  • If you want to differentiate your company and yourself in your ability to manage sales, marketing and communications function.
  • If you want to gain the skills to structure, formalise and implement sales and marketing campaigns.

Course Overview

This sales and marketing course has been developed to meet the needs of working professionals, managers and supervisory staff, from various non-marketing and sales backgrounds, who may wish to develop skills and techniques to effectively function within the areas of sales and/or marketing.

Undertaking this programme will facilitate you to strengthen the relationship between sales and marketing departments within your company. If you are working within the industry, it will facilitate you to support your company to gain more value from the sales environment, to extend its online business presence and improve relevant communications.

On completion of this course you will be able to understand the principles and practices of effective sales and marketing, be able to develop a corporate brand, and present sales and marketing pitches with greater authority.

"It’s not about having the right opportunities. It’s about handling the opportunities right." 
Mark Hunter

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
Peter F. Drucker

What is a Professional Diploma?

An IBAT Professional Diploma is a focused, short duration practical course that consolidates, upskills and/or reskills learners in a professional area. They are stand-alone qualifications  that do not lead to an award on the National Framework of Qualifications (NFQ).

Course Content

This sales and marketing course has been developed to meet the needs of working professionals, managers and supervisory staff, from various non-marketing and sales backgrounds, who may wish to develop skills and techniques to effectively function within the areas of sales and/or marketing.


  • The Essentials of Sales and Marketing
  • Services Marketing
  • Marketing Communications
  • Digital Marketing
  • Development & Role of Selling in Marketing
  • The Sales Environment
  • Sales Responsibilities & Preparation
  • Sales Management Organisation & Control


The Diploma in Sales and Marketing course will be assessed through a project (by continuous assessment), which may include development of a sales and marketing portfolio for a new or existing product/product range. The relevance of a real life marketing and sales challenge will form the basis of the project.

Career Opportunities

On completion of this sales and marketing course there are excellent career opportunities for individuals with good creative, analytical and interpersonal skills who can demonstrate your ability to develop, communicate and implement sales and marketing campaigns.

Some roles which may be of interest to you on completion of this programme include:

  • (Assistant) Director/Head of Sales and Marketing
  • Digital Marketing & Sales Executive
  • Marketing Content Co-ordinator
  • Sales Administrator/Executive/Manager
  • Sales and Marketing Manager
  • Sales and Marketing Support executive
  • Sales/Business Development Executive
  • (Technical) Sales Representative

Why IBAT College?

Career Potential
Maximise your career potential as you remain working while obtaining a professionally relevant, career enhancing, qualification at the same time.

Excellent Lecturing Staff
Learn from friendly and highly qualified academic staff, with industry experience, in small class-sizes, and guest lecturers who are experts in their fields.

Student Experience
Being part of a culturally diverse student nationality mix at IBAT College Dublin, with learners from over 30 different countries, gives you the opportunity to learn culturally different working methods first-hand, and the fundamentals to succeed in a globally connected network once you graduate.

City Centre Location
With our campus located in Dublin city centre, in Temple Bar, you are close to all major transport hubs making it easy to attend classes in between work and home.

Programme Material
Printed course notes are supplied for the first lecture. All subsequent notes are then available to download/view/print through the student virtual learning (Moodle) platform.


I have acquired more knowledge and experience on sales.  I apply daily these techniques in my job.  I am more confident about how to sell our products and dealing with suppliers/clients.

The course was focused on practical aspects of sales & marketing and it was useful to study it in the context of our jobs and real situations.

Elisa Munaro Diploma in Sales and Marketing Graduate

Lecturer Profile

Stephen Murray
Stephen Murray/ Lecturer Diploma in Sales and Marketing /
Stephen has worked in numerous roles in areas such as sales management, marketing and key account management. He is constantly to up-skilling in other areas such as Project Management and developing best practice in Marketing/ Projects for clients. When he is not consulting on new projects, marketing projects, or funding for start-ups, he spends his time training and lecturing on marketing and sales programmes within Higher Education.

Entry Requirements

No prior academic qualification or professional experience in sales and/or marketing is required.
The programme is ideally suited if you are looking for additional sales and/or marketing expertise to support you in your current role, or are seeking to move into the area of sales and/or marketing.

How to Apply

Don’t miss out because you’re unsure.

You can contact or apply to us directly using the the "Contact Us" or "Apply Online" options below or at the top of the page, this will reserve your place and also give us the key details to start your application, a member of our admissions team will then contact you with further details, or alternatively you can simply "Ask us a Question" using the form below.

You can also "Book a One-to-One" with one of our course specialists who will provide you with additional guidance on your application, you can set up a meeting by:

  • Calling us at:  +353 1 8075 055 
  • Email us at:  This email address is being protected from spambots. You need JavaScript enabled to view it. 

We also have flexible payment plans, please contact us to discuss your options or visit the college anytime and our course specialists will be more than willing to discuss any queries you may have.

We look forward to meeting you.


Apply now to reserve your place.

Contact us and one of our course specialists will be able to speak to you one-on-one about your needs by phone, email or in person.

Question? Ask us.

Discuss your needs with one of our course specialists.

Student Benefits

Discover the additional support services and facilities we have to help you thrive; from IT Labs, a Career Service, Networking Evenings and more..

Part-time Courses

IBAT offer a range of part time courses in the areas of Business, Management, Marketing, Finance and ICT.

Take the first step

Contact us and one of our course specialists will be able to speak to you one-on-one about your needs by phone, email or in person.

Contact Us

Main Office:
+353 1 8075 055

International Admissions Office::
+353 1 8075 055


General enquiries: enquiry@ibat.ie
Course enquiries: admissions@ibat.ie
Registrar: examsoffice@ibat.ie
Student Services: studentservices@ibat.ie

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Frederick Street Campus
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