From race day presenter to marketing executive, John McDonnell from Blackrock, Co Louth has graduated with a Master of Science in Digital Marketing Practice from South East Technological University (SETU).
Past pupil of High School CBS, Clonmel, Co Tipperary, John McDonnell’s career has revolved around his love of horse racing, having progressed from broadcaster and presenter, to now a marketing executive in the same field.
From undergraduate to postgraduate
Graduate of SETU’s Bachelor of Business (Hons) programme in 2007, John got a place on the British Horseracing Authority's graduate programme and spent 15 months in the UK. On returning to Ireland in 2009, John joined BoyleSports as a Studio Broadcaster. After ten years, John then began working as Communications Executive with Bar One Racing in 2019, before finally joining Tattersalls Ireland in 2023 as Marketing Executive.
Returning to education
In 2022, John decided to study at SETU as he felt, “My career had plateaued, and I wasn't challenged enough in my current role. To appeal to prospective employers, I needed to undertake a reputable course that would help me showcase my understanding of modern communication methods and demonstrate my willingness to learn and take on a new challenge.”
Career impact
Speaking about the impact that the MSc in Digital Marketing Practice had on his career, John said, “I could immediately see my job applications getting traction and I got invited to a lot more to job interviews.”
John continued: “I still utilise my learnings from the course in my day to day life, and I find I have a greater understanding in the 'why' and the strategic value of implementing different elements of the marketing mix.”
Module highlights
Discussing his favourite modules, John said, “I enjoyed the digital branding and strategic digital marketing modules as we learned how digital technology has impacted the marketing mix. From a practical perspective, I found digital design helpful because once I was introduced to a WordPress site, and it wasn't hard to pick up and understand.”
John's advice
For those considering the programme, John encouraged: “My advice would be to take on the challenge. If I can do it, literally anyone can do it! You just need to set aside a few hours every week and apply yourself to it. The more you apply yourself, the more enjoyable and invested in it you become.”
