Interview transcript
Show: Déise Today (WLR FM)
Host: Damien Tiernan, WLR FM
Guest: Jeff Sheridan, Matrix Internet
Damien Tiernan: Now, let’s do a quick plug for a new programme coming up. This is part of Digital4Business, a nearly €20 million EU-funded consortium of academic, industry and innovation partners, including yourselves. Talk to me about it, please, Jeff.
Jeff Sheridan: Well, I’m very proud to represent Digital4Business here. Digital4Business is a European Master’s degree in Advanced Digital Technologies for Business. I know that can sound quite high-level, and it is a very important project. I’m glad to say it’s EU-funded, but it has a really strong Irish heart to it, with both industry and academia involved.
Jeff Sheridan: One of the key things about this digital qualification is that it has been designed by industry and academia together, which is a unique proposition. As we know, digital is really at the centre of everything we do now, and it’s changing rapidly, changing by the day, and changing all of our careers, including your own, Damien.
Jeff Sheridan: So, it’s a digital Master’s degree that can be taken over one or two years. It’s fully flexible, delivered fully online over one or two years. It’s designed for anybody who is either a graduate or a professional who has a business, or who works in a business, and who wants to use digital in a more effective way by learning more skills, using AI and using technology.
Jeff Sheridan: It’s not a Master’s degree for developers or coders. It’s more of an inclusive, general qualification for anybody who can use digital to improve their business.
Damien Tiernan: OK, how do people apply? Where do people find out more?
Jeff Sheridan: The good news, and it’s strongly connected to the EU funding aspect, is that the current intake in January 2026 is fully funded. So somebody can access a top-quality, world-class Master’s degree without the need for a big investment, or any investment, for this current intake.
Jeff Sheridan: There is a website: digital4business.eu. It’s also very active on LinkedIn, and there are lots of details there. There is a deadline of 19 December in terms of applying, and then the courses would start in early 2026.
Damien Tiernan: Would people need a certain level of education and digital literacy before they apply for this course? What would you say to them if they’re listening?
Jeff Sheridan: Yes, well, typically graduates can apply and that process will be fairly straightforward. It’s also a very inclusive qualification. It’s been designed in order to bridge a gap. Typically, there’s been a barrier where people felt that digital skills were out of reach or hard to get.
Jeff Sheridan: So people who have general business experience can apply and it goes through a process where that general experience is recognised and counted for. So it’s very inclusive in that regard.
Damien Tiernan: OK. And what would people hope to get out of this?
Jeff Sheridan: I would view it as a career accelerator. So anybody in a business, in a career, in a position, it’s really a way to use the power of digital to fast-track their own skills and fast-track their own career, but also to create a bigger impact in their business.
Jeff Sheridan: So it could be somebody in a particular role who feels ambitious, maybe a little ambitious, maybe a lot ambitious, and what they want to do is lean in. Because with technology and digital, there are two types of people: people who lean in early and get involved, and other people who feel a bit disenfranchised, or “it’s not for me”, or “maybe it’s too technical”. This whole concept is about bridging that gap.
Jeff Sheridan: And I would say to people, if you feel you want to make an impact in your business, this is really a good qualification in that regard.
Damien Tiernan: Excellent. And again, just remind our listeners of the best way to apply, please.
Jeff Sheridan: It’s digital4business.eu.
Damien Tiernan: Digital4Business, and that’s “for” as in F-O-R, all one word, is it? Or digital and the number four business.eu.
Jeff Sheridan: It’s digital4business.eu.
Damien Tiernan: Perfect. Very good. We’ll put those details online as well. Jeff, thanks very much. It’s an ever-evolving and changing marketplace, isn’t it? The speed at which things are changing is unreal.
Jeff Sheridan: It really is, and I see it every day. And I think people could be afraid of advanced technologies and advanced digital, but really, it’s probably more accessible and inclusive than it ever was.
Jeff Sheridan: Even in my own business, I see people using it every day and surprising me, finding ways to use, for example, AI. I would view AI as a kind of helper or assistant for every single one of us that is extremely accessible.
Jeff Sheridan: I think it’s probably a good time of year as well. 2025 is nearly on the way out and 2026 is coming ahead. It’s a great chance for anybody who is considering a fresh start, or maybe a bit of a boost to their own career or business.
Damien Tiernan: Very good, very well said. Digital4Business, and that is digital4business.eu. Jeff Sheridan, thanks very much for talking to me this morning. I really appreciate your time.
Jeff Sheridan: Thanks, Damien.
Damien Tiernan: Have a happy Christmas.
Jeff Sheridan: You too. Thanks.
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