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Executive Diploma in Strategic Digital Marketing, leading edge digital course – the only course of its kind in Ireland, backed by academic rigour; accredited by DIT obtain a level 8 CPD award in 13 weeks.

When: 10 April 2017
6:30 pm till 9:30pm
Where: The Westbury Hotel
Grafton Street
Dublin, Dublin  2
Contact: Ailish Hollingsworth
01 295 2355 Ext 4

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The Marketing Institute has once again broken new ground in professional marketing education with its introduction of a 13-weekExecutiveDiploma in strategic Digital Marketing, with full academic accreditation!  This intensive Continuing Professional Development (CPD) programme is delivered in a series of fourteen evening sessions. This qualification is unique: the content is tailored specifically towards the select audience, meaning you get an opportunity to work in interactive sessions with leading minds in the profession and with content geared directly to your needs. But in addition, any graduate of this Diploma programme wishing to progress to the MSc in Digital Marketing & Analytics can gain an exemption from one of the first semester modules on that masters degree.


NEW IN 2017

This qualification, which has grown out of our highly successful Digital Marketing Executive Programme, is new and refreshed for 2017. This is summed up as “Leading-edge content backed by academic rigour“. Like all Marketing Institute courses, it is designed for established marketing professionals. In addition to the fast-moving sessions, there is a significant chunk of self-directed learning involved, with a pre-reading requirement and an academically assessed real-life assignment built in. We have new lecturers, new content, new case studies, and most importantly, a newly-introduced academic accreditation through the Quality Assurance machinery of Dublin Institute of Technology. The subject matter includes topics that are top of mind for marketers: Conversion Rate Optimisation, Marketing Technology,  and Gamification. To enrich the offering, we have engaged lots more live guest speakers talking about their digital journey – warts and all. Real live case studies are the highest rated element in Marketing Institute training courses, and our academic partners in DIT’s Faculty of Business are really keen on them – and we are adding even more.

The Marketing Institute of Ireland’s Executive Diploma in Strategic Digital Marketing is a Level 8 CPD Award on the National Framework of Qualifications (NFQ) and the award is made by Dublin Institute of Technology, a member of the European University Association.

An important note on accreditation: As the professional body for marketing in Ireland, the Marketing Institute recognises the importance of academic accreditation. That’s why we have teamed up with DIT, Ireland’s largest marketing educator, to jointly operate this Executive Diploma programme. Accreditation speaks to a sense of public trust, as well as to professional quality. It’s especially important in the fast-developing area of digital marketing. Accreditation assures our students that the programme is engaged in continuous review and improvement of its quality, that it meets documented standards, and that it is accountable for achieving what it sets out to do.

The new Executive Diploma in Strategic Digital Marketing takes place in the Westbury Hotel, situated just off Dublin’s Grafton St, between Trinity College and St Stephen’s Green. The Westbury is a great central location for an evening executive programme, with close proximity to all public transport services – LUAS, DART and Dublin Bus.





 Regular Non-Member Rate
 Regular Member Rate



The Executive Diploma in Digital Marketing is built around 14 sessions delivered over 13 weeks, with the initial module being delivered on two consecutive evenings, Monday 10th and Tuesday 11th April 2017. Lectures thereafter will take place every Tuesday evening from 6:30pm – 9:30pm.

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course start date. Payment is due in advance. Refunds will not be issued for non-attendance.



The course is delivered by practitioner experts, with serious experience in digital marketing roles for leading brands in Ireland and Britain, on client side rather than just supplier side, and with bottom-line responsibility for digital revenue. Lecturers must be approved by both the Marketing Institute of Ireland and Dublin Institute of Technology.

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course start date. Payment is due in advance. Refunds will not be issued for non-attendance.



  • PR Smith MII Lecturer, Digital Strategy & Digital Plans

    PR Smith trains and advises blue chips and innovative start-ups around the world through bodies such as the Marketing Institute and the UK Government's Growth Programmes. Paul’s Digital Marketing Excellence (5th ed) is a recommended text while his new SOSTAC® Guide To Your Perfect Digital Marketing Plan is popular worldwide. His other books are translated into seven languages. Paul's SOSTAC® Marketing Planning Framework (voted in the Top 3 Business Models worldwide by CIM) was recently adopted by Linkedin and KPMG.

  • Paul has set up the SOSTAC® Certified Planners portal Paul's NFP, The Great Sportsmanship Programme, inspires a new generation of global citizens through true two minute stories about sportsmanship.

  • Joanne Casey MII Lecturer, Search Engine Marketing

    Joanne has 10 years experience working on digital marketing campaigns, specialising in search strategy, conversion optimisation, econometric modelling, web analytics and usability.
    She has executed and managed many large scale campaigns across the UK and Ireland for a number of clients including TV3, Trader Media Group, Tourism & Discover Ireland and  Vodafone.
    Joanne is also an experienced trainer having developed many customised corporate training schemes and regularly speaks at digital and analytics events across Ireland and the UK. She has a particular interest in ensuring clients get the best return on investment from offline and online campaigns and is currently MD of Digital Marketing and Analytics agency GlowMetrics.

  • Colin Lewis MII Lecturer, Digital Models

    Colin Lewis is an award-winning marketer with over 20 years international marketing experience in Europe, Asia and Australia. Currently CMO with BMI Regional, he previously held senior marketing roles with 118118 Directory Enquiries, City Jet and Thomas Cook. Colin was awarded the ‘Marketing Leader of the Year’ award in 2008 by the Marketing Institute of Ireland, and in 2012, was awarded a Fellowship by the Institute for his contribution to marketing. Colin is Content Programmer for DMX Dublin, the Marketing Institute of Ireland’s massive annual Digital Marketing conference. He has an MBA from UCD.

  • Fintan Lonergan MII Lecturer, Mobile Marketing

    Fintan Lonergan is the Director of Clients and Markets at Deloitte Ireland. He was previously Managing Director of O2 media, part of the Telefonica Group, and Ireland's leading innovator in personalised mobile advertising. Prior to this Fintan was a Director of Publicis QMP advertising agency and Marketing Director with Aer Lingus where he played a key role in developing the airline's successful transition to digital marketing and distribution. He has also held leadership positions in MBNA and AIB and with UK CRM agency Wunderman. He has received various marketing awards including Marketing Professional of the Year and Internet Marketer of the Year. He is a Fellow of the Marketing Institute of Ireland. He was appointed to the board of the NGO ActionAid Ireland in 2007.

  • Lar Veale MII Lecturer, Conversion Rate Optimization

    Lar Veale is Head of UX at iQ Content, and his expertise spans the project spectrum. He has been part of the business development and marketing teams, as well as UX lead and content strategist or many projects. He also has a firm grasp of web analytics to inform design insights. Lar is a mobile expert and he works on mobile and tablet user experiences, from research to design to development. He's a regular speaker at design conferences worldwide, talking mostly about mobile design and user research. Lar's particular expertise lies in the financial sector - he was the lead designer for many global Citigroup mobile projects, as well as for Allied Irish Banks mobile and tablet apps - both for personal banking and finance management. Before joining iQ, he was a senior developer for financial services companies including Zurich Life.

  • Daniel Desmond MII Lecturer, Performance-based Marketing

    Daniel Desmond founded Travel Affiliate in 2007, a company which was recognised by Enterprise Ireland as a HPSU (High Potential Start Up), and he participated in theIGAP (Internet Growth Accelerator Programme) in 2010. He was then appointed Sales Director for TradeDoubler Ireland, an international performance-based digital marketing company where he grew sales to make the company one of Europe's largest affiliate marketing companies with offices in 15 countries. Daniel is currently Sales Director for Inside Sales EMEA for Quantcast International, which measures and organises the world's audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them, and it's used by the top 10 media agencies, the world's largest brands, and more than half of the top advertising supported publishers.

  • Sean Aherne MII Lecturer, Gamification

    Sean Aherne is an avid gamer who made his first text-based computer game at the age of 13. In 1999-2000, when competitive online gaming was in its infancy, he was a semi-professional Counter-Strike gamer, playing in front of online audiences of up to 30,000. Real Life (tm) has torn him away from hardcore gaming but he still spends his spare time sifting through strategy and indie games. Sean also worked for Accenture and Microsoft, and he's the founder of, a social help game that gets relevant marketing content in front of qualified advocates and influencers, recently nominated by Silicon Republic as "One to Watch" in 2015.

  • Barry Hand MII Lecturer, Analytics & Data Strategy

    Barry Hand is Managing Director of Handmade Marketing. He's a senior-level, digital strategy and eCommerce leader with a blend of marketing and technology experience and expertise. Responsible for double digit growth, multi-million euro budgets and high performance teams, he has previously held leadership roles with companies such as GrabOne and Barry also helps marketers master digital analytics through and he lecturers in DIT on the Marketing Institute's MSc in Digital Marketing & Analytics.

  • Colm Hanratty MII Lecturer, Social Media Marketing

    Colm Hanratty has embraced all aspects of digital marketing and social media. He began his career at, and during his time there he won awards for social media marketing, podcasting, videography. He won Ireland’s only Webby Award in 2009 while two of his travel videos currently have over 1 million views on YouTube. Today Colm runs social media consultancy sixtwo digital and has worked with brands in the travel, health, fashion and festival industries to help them increase brand awareness, engage with their customers and, most importantly, increase revenue.

  • 18:15 - 21:15 - Developing a Digital Marketing Strategy with PR Smith

    Day 1

    Digital marketing in the context of corporate marketing strategy

    The key elements of digital marketing strategy involve revisiting and aligning the marketing strategy in an online context Defining your digital marketing strategy using SOSTAC, the framework for digital marketing planning

    Digital marketing strategy is a channel strategy

  • 18:30 - 21:30 - Developing a Digital Marketing Strategy with PR Smith

    My motivation in signing up for the DMEP was to get a framework to understand how digital marketing could support our business. From learning about e-Commerce, UX, Social and email marketing, the program certainly met expectations and actually challenged some of my thinking. Probably the one area from DMEP that I really appreciated was the opportunity to network with small business owners, education practitioners as well the expert lecturers to understand how a good digital marketing programme can really transform the way marketing will change both today and tomorrow.

    David Slattery, Head of Marketing,
    Private Banking at Bank of Ireland

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