Program Overview

Mastering AI in Digital Marketing - Micro-credential

Overview

This micro-credential aims to empower business professionals with a deep understanding of the tactical and strategic elements of digital marketing and AI. It is ideally suited to business leaders and business owners; however, it could also be viewed as an intensive immersion into the formulation and implementation of digital strategies for professionals across Marketing, IT, Finance, HR, Entrepreneurship, Innovation, and Business Operations.

Who is this Micro-credential For?

• Ireland has gained a status of special significance in the global digital economy with eight of the top ten global information technology companies having a significant presence in the country, helping to make Ireland the second largest exporter of IT services in the world.
• Global leaders such as Google, Facebook, LinkedIn, Microsoft, and Twitter all have their European Headquarters in Dublin, and this micro-credential draws upon the very close links between Trinity Business School and these organisations.

Why should I take this Micro-credential?

• Having completed this micro-credential participants will have a strong understanding of the different tools and techniques used in Digital Marketing.
• The curriculum includes prompt engineering, customising AI outputs to meet specific marketing needs, and developing AI-driven content and SEO strategies.
• Each module is designed to provide hands-on experience, ensuring you can directly apply these skills within your organisation.
• They will have gained the necessary skills to guide the development of effective digital strategies and implement AI-driven solutions that drive measurable success.
• Through interactive sessions and collaborative projects, participants will learn to create detailed user personas, conduct market research with AI, and utilise AI for content creation and optimisation.
• They will learn and address the ethical considerations of using AI in marketing to be prepared to lead with integrity and innovation.

What will I learn?

On successful completion of this micro-credential, learners should be able to:

• Demonstrate a systematic understanding of the different digital marketing tools and techniques from Google Trends and Keyword Planner, to ChatGPT, and MidJourney.
• Critically evaluate the company competitive positioning and conduct a digital audit.
• Apply the necessary skills to guide the development of effective digital strategies utilising prompt engineering.
• Formulate an approach for the optimisation of digital marketing within their organisation and Apply AI in digital marketing frameworks, setting clear objectives and planning workflows.
• Describe and illustrate metrics for the measurement of efficacy of a digital marketing strategy while using AI tools to analyse data, market trends, and consumer behaviour.

What will I do?

• This micro-credential aims to give participants an extensive understanding of the concepts and techniques used in the formulation and application of digital marketing strategy and AI integration in it.
• Participants will be introduced to the underlying principles of digital strategy including assessing the digital ecosystem in specific case studies, understanding the consumer in a digital context, and understanding their behaviour.

How will this Micro-credential be delivered?

• This micro-credential will be delivered fully online in 2.5-hour sessions each, delivered once a week in the evenings.
• This will incorporate interactive sessions and collaborative projects along with preparatory or follow-up readings or activities, enabling maximum engagement in the synchronous online webinars.

Course Details

Awards

5 ECTS | Level 9

Number of Places

30 Places

Next Intake

October

Course Coordinator

Jane Flanagan

Course Director

Eamonn O'Raghallaigh

Closing Date

20th September

Admission Requirements

• All applicants are required to have a minimum of 3 years professional or managerial work experience (this is in-line with entry criteria for other TBS post-experience postgraduate programmes such as the MBA and Executive MBA programmes).
• Language requirements for students whose first language is not English are IELTS 6.5 or TOEFL IBT 90 for non-native English speakers.
• Up to date CV required.

Course Fees

• Subsidised Course fee for eligible candidates applying for micro-credential "Leading Digital Marketing Strategy" in academic year 2024/25 will be 1000 euro.