Overview
This programme explores the transformative impact of Generative AI (Gen AI) on digital marketing and business innovation, offering a comprehensive introduction to AI concepts, including machine learning, deep learning, and their applications within contemporary organisational and marketing contexts. It distinguishes Gen AI from traditional AI, focusing on practical applications relevant to digital marketing and business decision-making, and introduces key concepts such as large language models (LLMs), prompt engineering, embeddings, and fine-tuning.
Learners will gain practical insights into using cutting-edge Gen AI tools, for example; ChatGPT, DALL-E, Gemini, Perplexity.AI, GitHub Copilot, Llama, and Claude, or new tools that may emerge over time, to support digital marketing activities such as content creation, customer engagement, and campaign optimisation.
Objectives
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To provide learners with a clear understanding of how Generative AI works and how different tools can be applied across industries and marketing contexts.
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To enable learners to identify biases and limitations in AI-generated content and manage the ethical and legal risks of using AI in business.
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To support learners in applying Generative AI tools (text, image, and data) to enhance marketing strategies, creativity, and operational efficiency.
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To enable learners to analyse the impact of Generative AI on marketing analytics and evaluate its role in digital marketing campaign performance and decision-making.
Delivery
This programme is delivered over 12 weeks, usually 2 nights a week and is fully online.
Minimum Entry Requirements
The Next Gen: AI for Digital Marketers micro-credential is aimed at learners with the following entry qualifications:
Or
All applicants apply online via the Springboard portal.
The 5 ECTS achieved on successful completion of this microcredential programme may be recognised for exemption purposes within other related programmes such as the Next Gen: AI for Digital Marketers (5 ECTS) module on the Higher Diploma in Science in Digital Marketing programme (60 ECTS) at DBS, subject to institutional policies and entry requirements. Learners may apply to have this credit transferred or used as advanced standing where the learning outcomes are deemed equivalent to those of modules within a cognate award.
Students with Disabilities
Dublin Business School welcomes students with disabilities. The College employs a Disability and Inclusion Officer based in the Student Services Department and appropriate supports in relation to teaching and assessment are put in place.
*Eligibility and entry requirements apply.
Certificate Topics
Teaching and Assessment
The Nex Gen: AI for Digital Marketers micro-credential has been designed in alignment with the QQI Award Standards for Business at Level 8 of the NFQ. The programme reflects the expected breadth and depth of knowledge, specialised skills, and competence associated with this level, supporting learners in developing both theoretical understanding and practical application within a digital marketing context.
The module requires an individual Gen AI research project.
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Delivery
This programme is delivered over 12 weeks, usually 2 nights a week and is fully online.
Career Opportunities
The Next Gen: AI for Digital Marketers micro-credential is designed for a broad range of learners, including marketing professionals, career changers, and recent graduates who seek to integrate generative AI into strategic marketing frameworks.
The programme primarily serves practitioners such as Social Media Managers, Content Creators, and SEO Specialists who require a formal, credit-bearing qualification to validate their ability to apply AI effectively and ethically within existing workflows.
Eligibility
For information on eligibility and funding eligibility requirements, visit the Springboard+ website
Application Procedures
The application procedures are in 2 stages. First, DBS will contact you in relation to collecting your academic documents to ensure you meet the minimum entry requirements of the programme you have applied for. Then, closer to course commencement, we will contact you again in relation to information on the uploading of the required documentation in order to ensure you meet the Springboard+ Eligibility Criteria. To find out what documents you are required to upload, please check the Guidance for Applicants on Verifying Eligibility document.
All QQI accredited programmes of education and training of 3 months or longer duration offered by Dublin Business School (DBS) are covered by arrangements under section 65 (4) (b) of the Qualifications and Quality Assurance (Education and Training) Act 2012 whereby in the event that DBS ceases to provide the programme, for any reason, after learners have started on that programme, Kaplan Inc., as guarantor, will refund the moneys most recently paid by or for the learner. More details are included in the terms and conditions of learner admission to DBS and on programme handbooks provided at induction.
Next Steps
Apply online via the Springboard portal.
Corporate Services
Did you know? DBS now can meet with you and your company to discuss the Springboard+ Government funded programmes, to see if it could work as a learning & development solution for your organisation. This is ideal for any size organisation in any industry based in Dublin and the surrounding counties that may want to invest in employees' professional development.
For more information on this new service or to arrange a meeting, please contact our Corporate Services Team on admissions@dbs.ie or by telephone 01 417 7500.