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Programme Overview
| Format |
Live interactive online lectures and workshops |
|---|---|
| Duration | 6 evening sessions over 6 weeks |
| Dates | 2,9,16,23 October & 6,13 November 2024 |
| Schedule |
6.00pm - 8.30pm |
| Tuition Fees |
Certificate for Completion Route (CC) €1,850 Micro-Credential Qualification Route (MC) €2,000 (50% HCI funding available for eligible participants for Micro-Credential route only) Please check the eligibility criteria for further information. |
| Closing Date |
14th September 2024 |
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:
|
The Digital & Generative AI Toolbox |
Customising and Optimising Generative AI Tools |
Developing a Digital Marketing Strategy |
|
Understanding the SERP, Google Trends, Keyword Planner, Search Console ChatGPT, MidJourney & Others Prompt Engineering, Context and Priming |
Programming CustomGPTs with natural language Developing training documentation and knowledge for CustomGPTs Communicating feedback and optimisation interactions with Generative AI |
Common Digital Marketing Strategy Frameworks Leveraging Generative AI in Digital Marketing Setting objectives and planning the digital marketing strategy workflow |
|
Audit, Analysis & Digital Research with Generative AI |
Applying Generative AI in Digital Marketing Tactics |
Broader Implications of Generative AI in Digital Marketing |
|
Brand research & profiling User personas & audience profiling Keyword research Competitor research Market analysis & trends Simulated consumer research |
Developing content for digital marketing Crafting SEO elements with Generative AI Google & Social ad copywriting Social media copywriting Data analysis and interpretation |
Ethical Considerations Future Directions Presentation of capstone project |
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The course was very relevant to my day-to-day job and the challenges I deal with. The lecturer was great, he really knew what he was talking about and gave great insights into how to deploy the learnings and what kind of outcomes take place when his anonymised clients did certain strategies. The teaching was fast paced and to the point which was very welcome. It was an easy environment to ask questions or ask to re-explain elements, which is gold. I would recommend this course to anybody who wants to keep up with the ever-changing world of digital marketing.
Communications Manager at APC Microbiome Ireland
Educational Background:
- Applicants should possess a degree (or equivalent) with a strong academic record in any discipline from a recognised third-level institution.
- Applicants without a degree may also apply if they can demonstrate recognition of prior experience (RPL).
Professional Experience:
- A minimum of 3 years of professional or managerial work experience is required. This aligns with entry criteria for other post-experience postgraduate programmes at Trinity Business School, such as the MBA and Executive MBA programmes.
Language Proficiency:
- For applicants whose first language is not English, a minimum IELTS score of 6.5 or a TOEFL IBT score of 90 is required.
Documentation:
- An up-to-date CV must be submitted as part of the application.
- In cases of high competition or specific concerns about an applicant’s suitability, an interview may be conducted to assess the candidate’s fit for the programme.
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.