Mastering AI in Digital Marketing - Micro-credential

Overview

This course qualifies for a 50% subsidy under the HCI Fees Subsidy. Please refer to the fees section for details and eligibility criteria.

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.  
• 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.

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.