Member StoriesYvonne Kennedy

Yvonne Kennedy

Professional Diploma

Member since: October 2014


Professional Diploma

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My experience to-date is quite broad. I studied Law in UCC then trained as a Chartered Accountant with KPMG.

Why did you choose to study your course in the Digital Marketing Institute? What influenced your decision to study in the digital field?

I knew some past students from the Digital Marketing Institute who recommended the Professional Diploma in Digital Marketing. The syllabus covered all relevant digital channels, and it was geared towards individuals looking to enhance their professional presence in the world of social media. This made the course a natural fit for me.

It is increasingly important for businesses to expand their footprint into the world of social media, and this is also true for banks. Through social media, we can build relationships with our customers and increase our brand awareness. Ulster Bank fully embraces social media, and the business was very supportive while I completed the course with DMI.

I always had an interest in social media and the opportunities it provides. I could also see the benefits of using social media in my current role – broadening my sector knowledge, engaging with my customers, learning more about their businesses and receiving streamlined business news each day. A lot of my customers operate in the technology and digital sectors and maintain a huge presence across all social media platforms. It makes sense for me to also have an active business presence on social media.

Since completing the course in the Digital Marketing Institute, how has your Career progressed?

I now work in Corporate Banking with Ulster Bank on the Foreign Direct Investment Team. My role involves looking after the corporate banking requirements of international companies setting up in Ireland. It encompasses customer relationship management, business development, sales and marketing.

Following the course, I implemented a social media strategy across the Corporate Banking division. This has allowed us to build our own sector-specific social network community, as well as provide our customers with a more personalized relationship. Social media adds a whole new element to my role, which I thoroughly enjoy!

My role also involves some travel to the US to meet with existing and potential customers. Social media has been a tremendous research tool for me on these business trips, and it helps me feel more engaged with our international customers.

Is there any advice you would give to new students at the Digital Marketing Institute?

Ask lots of questions! Don't just read your notes; make sure to learn from practical experience and set up your various social media accounts. Be consistent and build your network!

In one word, how would you describe your time in the Digital Marketing Institute?