Leading Digital Marketing Strategy

Programme Overview

Led by Dr. Eamonn O’Raghallaigh, this programme dives into the practical and ethical dimensions of AI in marketing. This programme encompasses everything from understanding and utilising essential digital marketing tools such as Google Trends and Keyword Planner, to advanced AI applications like ChatGPT and MidJourney. 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. 

Through interactive sessions and collaborative projects, you will learn to create detailed user personas, conduct market research with AI, and utilise AI for content creation and optimisation. The programme also addresses the ethical considerations of using AI in marketing, preparing you to lead with integrity and innovation. By the end of this course, you will be equipped to implement AI-driven solutions that enhance your marketing efforts and drive measurable success. 

Who is this programme for?

This programme is designed for a diverse range of professionals who are eager to integrate AI technologies into their strategies to enhance campaign effectiveness and customer engagement. It's ideal for: 

• Digital Marketing Specialists: Those looking to use AI tools to transform their marketing tactics. 

• Content Creators and Strategists: Individuals responsible for developing or overseeing content across multiple digital platforms, aiming to leverage AI for content generation and SEO. 

• SEO and SEM Experts: Professionals focused on search engine optimisation and marketing who want to utilise AI for deeper analytics and improved search rankings. 

• Brand Managers: Those managing a brand's image and online presence, interested in employing AI for market analysis, brand research, and competitive positioning. 

• E-Commerce Leaders: Executives and managers of e-commerce businesses seeking to use AI for customer segmentation, personalised marketing, and predictive analytics. 

• Innovative Leaders and Change Agents: Forward-thinking individuals aiming to transform their organisation's digital marketing strategies with advanced technologies. 

• IT Professionals: Those interested in applying AI to enhance digital infrastructure and support marketing efforts. 

• Finance Professionals: Individuals looking to use AI for financial forecasting and marketing budget optimisation. 

• HR Professionals: Those wanting to employ AI for talent acquisition and employee engagement strategies. 

• Entrepreneurs: Business owners seeking to leverage AI to drive marketing and business growth. 

• Innovation Managers: Professionals tasked with integrating new technologies into business processes. 
• Business Administration Executives: Individuals aiming to lead with AI-driven marketing strategies and operational improvements. 

Practical Implications and Learning Outcomes:

• Advanced AI Tools: Master digital marketing tools like from Google Trends, Keyword Planner, to ChatGPT, and MidJourney. 

• AI Integration Skills: Customise AI outputs for marketing needs, enhancing strategies and campaigns with prompt engineering. 

• AI Research and Analysis: Use AI tools to analyse data, market trends, and consumer behaviour, crafting responsive marketing strategies. 

• Ethical Considerations: Understand and address ethical issues in AI marketing, ensuring responsible practices and consumer privacy. 

• Strategic Planning: Apply AI in digital marketing frameworks, setting clear objectives and planning workflows. 

• Content Creation and SEO: Generate engaging content, optimise SEO elements, and write persuasive ad copy using AI. 

• User Profiling: Develop detailed user personas and audience profiles, enhancing targeted marketing strategies. 

• Brand and Consumer Research: Conduct comprehensive brand research and AI-driven consumer simulations to predict reactions. 

• Leadership: Lead AI integration within marketing teams, driving innovation and strategic change. 

Modules Overview: 

Why undertake the programme for credits?

Micro-credentials are short flexible modules that lead to accreditation in the form of ECTS. For further general information about micro-credentials please click here.

Lecturer: Eamonn O'Raghallaigh

Dr. Eamonn O'Raghallaigh, is a teaching fellow at Trinity Business School, and holds a PhD in Digital Marketing and multiple degrees in related fields. With over 20 years of industry experience, he has helped numerous organisations achieve strategic goals. His research focuses on generative AI and marketing, providing valuable practical and theoretical insights. Dr. Eamonn bridges academic theory with practical application, earning multiple teaching excellence awards and ensuring students understand digital marketing's strategic and tactical elements. 

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