Business
Program overview
Short-Term Option:
Gain a global perspective on business in the vibrant setting of Dingle. Through short-term Winter or Summer I & II sessions, you can enroll in engaging 3-credit courses such as Contemporary Issues in Economics, Sustainable Business, and Sports Marketing. These courses offer hands-on learning in a real-world environment, where Dingle’s tourism-based economy becomes your living classroom.
Explore how Ireland attracts over 11 million visitors annually, contributing 4% to its GNP. Dive into case studies of local enterprises, develop marketing plans, and understand why Ireland ranks third globally in tourism marketing effectiveness. Sports enthusiasts can also explore marketing through the lens of Irish athletics, like Gaelic Football, Hurling, and Rugby, or study the impact of tourism on adventure sports industries such as surfing, kayaking, and hiking.
SHU Dingle’s business programs provide practical insight and international experience, perfect for students preparing for careers in marketing, economics, tourism, or sports business.
EC 295 – Contemporary Issues in Economics: Ireland
3 Credits
Liberal Arts Exploration
- Social and Global Awareness
Offered
Summer 1 Short Term
Faculty
Description
This course is an introduction to the basic economic principles needed to analyze social issues such as prices and allocation of resources, role of incentives, free trade, economic growth, market failure, healthcare, and education.
Learn how international trade and tourism impact the Irish economy. Evaluate competitive and monopoly markets in and around Dingle. Explore social issues such as population, health services and migration.
CM 299/MK 299/HRTM 299 – GLOBAL MARKETING COMMUNICATION IN REGENERATIVE TOURISM
3 Credits
Liberal Arts Exploration
- Social & Global Awareness
- Humanistic Inquiry
Offered
Summer 2 Short Term
Faculty
Description
The course emphasizes how regenerative tourism can be communicated effectively in a global market, highlighting the role of digital and social media platforms in promoting sustainable travel.
Students will learn to analyze Irish cultural, environmental, and business factors influencing regenerative tourism and how these insights can be adapted globally. The course culminates in students developing marketing strategies that contribute to ongoing projects, with final deliverables that include campaign materials for digital marketing, community outreach, and social media content to support Dingle’s tourism efforts.
MGT 299 – SUSTAINABLE BUSINESSES
Offered
Summer 2 Short Term
Faculty
Description
This course will delve into systems of commerce that are designed to address today’s ethical, social, political, and economic challenges. Dingle is known for its natural beauty and protecting this environment is essential for maintaining the resources that attract one million visitors a year.
Students will visit several local businesses and hear from industry experts as they explore innovative business models prioritising sustainability. Through applying business frameworks like the triple bottom line and stakeholder analysis, students will be tasked with designing creative solutions that companies can implement to enhance their sustainable practices.
3 Credits
MK 299 – Sustainable Tourism Marketing
3 Credits
Offered
Winter Short Term
Faculty
Description
Worldwide tourism is continuing to grow and has been identified as a critical industry for the economies of many different countries, each linking their attractions primarily to cultural identities. Ireland is one of the leading tourist destinations and the country’s tourist leaders have developed this position over decades as Ireland relies heavily on revenue generated from this source. It is estimated that overseas visitor numbers reached 6.29 million in 2011, a 7% increase from 2010. How does Ireland go about creating their specific brand image in marketing Ireland as a ‘holiday destination’? How have they created the Irish mystique that attracts so many tourists each year?
This class will explore these questions in developing a better understanding of tourism marketing and how Ireland has become a leader in this sector. The class will utilize a readings list, case studies, social media and site visits to explore this topic.
SM 265 – Sports Marketing
3 Credits
Offered
Summer 1 Short Term
Faculty
Description
This course will serve as an introduction to the fascinating world of sport business and international marketing. Students will work on an innovative group marketing plan for a professional sports team from the Dingle and County Kerry region of Ireland. Additionally, students will interact with and visit a local school in Dingle.
The stark contrast between Irish and American sports leagues will be identified and discussed. A strong focus will be placed upon both of the following: 1) marketing “of” various sports and sport products, and 2) marketing “through” sport – the latter of which will involve the use of sport as the vehicle to market non-sport products and services.
The course includes site visits to related businesses, and key sport figures in Ireland will be brought into the class as guest speakers to supplement the course material.
