Junior Achievement Ireland pilots Skills4Retail Digital Marketing module for students
Read the full JAI announcement.The module is part of Skills4Retail, an EU-funded initiative supporting growth and sustainability in the retail sector by helping to bridge digital skills gaps and prepare the workforce for a dynamic future.
Why digital marketing matters in retail
Digital marketing is no longer a “nice to have” for retailers. It is how customers discover products, compare options, and stay connected to the brands they trust. For retail teams, it supports brand awareness, customer engagement and measurable campaign performance.
The Skills4Retail Introduction to Digital Marketing learning material highlights how digital marketing spans multiple channels and relies on a structured approach to planning, content and measurement.
Access the learning material (PDF).
What students cover in the module
The JAI pilot module helps learners understand how retailers connect with customers online and how campaigns are built and delivered in real-world settings. Key topics include:
- Digital marketing channels
- Planning a social media campaign
- Content marketing campaigns
At the end of the programme, students receive a digital certificate that can be added to their portfolio to help showcase their skills for future opportunities.
Digital skills that translate into career opportunities
For students exploring careers in retail, digital marketing skills can open up new pathways across customer experience, communications, e-commerce, brand and store marketing. Learning how to plan campaigns, create content and evaluate performance builds confidence and supports employability in a fast-changing sector.
This is why Skills4Retail and partners like JAI are investing in learning experiences that reflect the tools, channels and mindset behind modern retail marketing.
Explore the Skills4Retail resources
If you would like to know more, explore some of our other learning resources:
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