Leading Digital Marketing Strategy - Micro-credential

Overview

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. 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 campaigns 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. 

• They will have gained the necessary skills to guide the development of effective digital strategies and to oversee the optimisation of digital marketing.

When can I start this Micro-credential?  

• There is one intake in this academic year in October 

What do I need to be accepted onto this Micro-credential? – Entry requirements & Prerequisite documents  

• The micro-credential targets professional learners from mid and senior levels from the private, public and third sectors and will be open to graduates with a degree (or equivalent) with a strong academic record in any discipline from a recognised third level institution. 

• Applicants without a degree are welcome to apply provided they can show a proven managerial track record. 

• 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. 

• In case of heavy competition for places or concern regarding a particular applicant’s suitability, applicants may be interviewed.

• Up to date CV required. 

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.  

• Critically evaluate the company competitive positioning and conduct a digital audit. 

• Apply the necessary skills to guide the development of effective digital strategies. 

• Formulate an approach for the optimisation of digital marketing within their organisation. 

• Describe and illustrate metrics for the measurement of efficacy of a digital marketing strategy.  

What will I do?

• This micro-credential aims to give participants a broad understanding of the concepts and techniques used in the formulation and application of digital marketing strategy. 

• 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 is a 6-week online micro-credential.

• Comprising of live online weekly webinars (duration, 2.5 hours each)

• In a ‘flipped’ learning model participants will engage in preparatory or follow-up readings or activities, enabling maximum engagement in the synchronous online webinars. 

How is this Micro-credential assessed? 

• (20%) of the mark will be allocated to participants presentations. 

• A final written report (80%) taking the form of a comprehensive digital marketing strategy.