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Executive Diploma in Strategic Digital Marketing

Executive Diploma In Strategic Digital Marketing

Obtain a level 8 CPD Award in 13 weeks with our Executive Diploma accredited by Technological University Dublin.

Learn from industry practitioners over 14 evening sessions, one evening per week.



For Who?

This fully accredited Diploma in Strategic Digital Marketing is designed for established marketing professionals who wish to develop an expertise in digital marketing strategy.

In addition, any graduate of this Diploma programme wishing to progress to the MSc in Digital Marketing & Analytics will gain an exemption from one of the first semester modules on that masters degree.


Duration: Part-Time – 13 weeks

Start Date: January 2020 

The first two sessions are on Monday and Tuesday evenings, from 6.00pm to 9.15pm. After this, sessions will take place on Tuesday evenings from 6:15pm.

Location: TU Dublin, Aungier Street, Dublin 2


Marketing Institute Members: €1,590

Non-Members: €1,850 - The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.


Register Here 

13 Weeks Course

The course is built around 14 sessions delivered over 13 weeks, with the initial module being delivered on two consecutive evenings, Monday and Tuesday of the first week. Lectures thereafter will take place every Tuesday evening.

MSc Digital marketing & Analytics

Any graduate of this Diploma programme wishing to progress to the MSc in Digital Marketing & Analytics will gain an exemption from one of the first semester modules on that masters degree.

Level 8 CPD

The 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 Technological University Dublin, a member of the European University Association.


  • Digital Marketing Strategy
  • Social Media
  • Search Engine Marketing: SEO
  • Search Engine Marketing: PPC
  • Conversion Rate Optimisation
  • Data Strategy
  • Analytics
  • Performance-Based Digital Display Advertising
  • Gamification
  • E-Commerce
  • Email Marketing
  • Mobile Marketing
  • Digital Models: Future of Digital




This qualification, which has grown out of our highly successful Digital Marketing Executive Programme, 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 Technological University Dublin. 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 TU Dublin Faculty of Business are really keen on them – and we are adding even more.

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 Technological University Dublin, 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.


Meet the Programme Students and Lecturers

View Testimonials


"Excellent course, superb insights, highly recommended. Taught by the very best in the business, this course deciphers the myriad of digital marketing opportunities into a structured framework that you can apply, step by step, to your brand or business.  I would almost do it again just for the latest insights & future trends!"

Graeme Hanna, Marketing Manager, JLL Ireland


"My motivation in signing up 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


"I have learned so much throughout, and gained valuable industry insight. It was really well organised, the lecturers were interesting and knowledgeable and the content was practical and already adding value to my everyday work life. Since I joined the course, I have been promoted within my company to Head of Digital Marketing for the UK and EMEA. This means a move to London to work alongside the Global teams for Colliers. This course has given me the confidence and the tools I need to put my best foot forward and really maximise this wonderful opportunity and I am extremely grateful."

Helen O'Reilly Marketing and Communications Manager, Colliers

The Executive Diploma Lecturers


PR SmithPR Smith MII Lecturer, Digital Strategy & Digital Plans

PR 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.


Colin LewisColin Lewis MII Lecturer, Digital Models

Colin 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.


Joanne CaseyJoanne 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.


Fintan LonerganFintan Lonergan MII Lecturer, Mobile Marketing

Fintan 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 VealeLar Veale MII Lecturer, Conversion Rate Optimization

Lar 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




Sean AherneSean Ahern MII Lecturer, Gamification

Sean 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.



Colm HanrattyColm Hanratty MII Lecturer, Social Media Marketing

Colm 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.


Michelle O'Keeffe MII Lecturer, Performance-based Display Digital Advertising

Michelle is a multi award winning digital marketing expert and entrepreneur with a proven track record. Described as a visionary thinker with an entrepreneurial spirit.
- Awarded the Judges Special Recognition Award by IAPI | Doyenne Awards in March 2016. 
- Launched one of Ireland first programmatic advertising networks in 2010
- Named Entrepreneur of the Year by Enterprise Ireland & Minister Conor Lenihan 2009 
- Received Enterprise Ireland HPSU status for company Travel Affiliate



Marketer Pathways Competencies

Marketer Competencies

✔ Integrated Analytics
✔ Digital Marketing 
✔ New Product Development
✔ Research
✔ Strategic Marketing 
✔ Marketing Strategy

Business Competencies

✔ Planning & Prioritisation
✔ Organisational Awareness
✔ Decision & Judgement 

People Competencies

✔ Relationship management

Terms and Conditions

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 date. Payment is due in advance. Refunds will not be issued for non-attendance.

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