Bringing Digital Marketing to Life: Skills4Retail Pilot in Dublin

Junior Achievement Ireland recently piloted its Skills4Retail Digital Marketing module with PLC students at Grange Community College in Donaghmede, Dublin 13, and the impact was clear from the very first session.

Designed to equip learners with practical, career-ready digital marketing skills, the pilot brought together structured training, real-world application, and industry insight.

JAI’s unique model brings volunteers from industry partners into the classroom to give students first-hand insight into the value of their education and to inspire them to see a future for themselves in the world of work.

Introducing Students to Digital Marketing in Retail

JAI led the delivery of the Digital Marketing module with students from the Airport Business and Beauty PLC courses, introducing them to key concepts such as brand awareness, customer engagement, and the role of digital channels in today’s retail landscape.

Throughout the sessions, students demonstrated strong engagement, asking thoughtful questions, contributing to discussion, and expressing curiosity about how these skills are applied in real workplace settings.

Industry Insight from Dublin Airport Authority

A standout element of the pilot was the involvement of Karl O’Shaughnessy, a JAI volunteer mentor from Dublin Airport Authority. Drawing on his experience working in daa Labs, Karl provided practical context that brought the learning to life.

By sharing real examples from his role, he helped students bridge the gap between theory and practice, deepening their understanding of how digital marketing supports business goals in fast-moving, customer-focused environments.

Reflecting on the experience, Karl highlighted the enthusiasm of the students and how important it is for volunteers to help students connect classroom learning with real-world insights. He noted that the level of participation and openness to learning made the sessions especially rewarding, and spoke proudly about being able to contribute his skills back into the local community through volunteering with JAI.

“Karl was an excellent mentor. He brought real life into our course and the students were engaged and really enjoyed it.”

Deirdre Bredin, PLC Teacher, Grange Community College

Supporting Future Entrepreneurs

The positive impact was also recognised by the teaching team at Grange Community College. Deirdre Bredin, PLC teacher, shared how valuable the Digital Marketing module was for students studying marketing and customer service, particularly those in the beauty sector who aspire to set up their own businesses.

With digital marketing playing an integral role in entrepreneurship, the module provided timely, relevant knowledge alongside an industry-recognised certification, which students were delighted to achieve.

Building Confidence, Capability and Career Clarity

This pilot demonstrates the power of education-industry partnerships. By combining JAI’s expertise in youth employability education with committed volunteer mentors and engaged educators, the Skills4Retail Digital Marketing module is helping students build confidence, capability, and clarity about future career pathways.

These are skills that will serve learners well in a rapidly evolving retail and services sector, where digital marketing, customer engagement and entrepreneurship are increasingly central to success.