Carlow native, Brendan Cunningham, Managing Director of Pin Point Alerts, has applied learning from his Master of Science in Digital Marketing and Analytics at SETU to support the growth of his Software as a Service (SaaS) business.
Brendan leads the 15-year-old company, which provides location-based alert solutions, and completed the Master of Science in Digital Marketing and Analytics while working full-time. He says the programme helped him strengthen his approach to digital marketing and analytics through practical, applied learning.
Back to study after industry experience
Before joining SETU, Brendan built extensive experience in IT project leadership, enterprise development, and entrepreneurship, including roles with Kilkenny County Council and founding Pin Point Alerts in 2011.
Returning to education after a significant period in industry gave him a fresh perspective on digital marketing and analytics, and challenged how he approached his own business.
He says this experience helped him take a more structured and analytical approach to digital strategy.
“I really valued going back into a learning environment after so long. The discussions with lecturers and classmates challenged my thinking and the lecturers pushed me to improve in areas I wasn’t used to being challenged in, having been my own boss for so long. It helped me look at things differently.”
Brendan Cunningham, SETU Graduate
From theory to business change
Brendan achieved first-class honours across his modules and dissertation, with one project receiving additional recognition.
He says the course directly influenced how Pin Point Alerts approaches digital marketing and analytics, including exploring in-house solutions rather than relying solely on third-party tools.
“It opened my mind to new techniques. Since completing the course, our company has introduced ideas from my dissertation, and it was great to apply theory to real-world scenarios. I believe our digital marketing analysis suits us better than any third-party product could offer. I couldn’t be happier with the outcomes from the course.”
Brendan Cunningham, SETU Graduate
Looking ahead
Brendan continues to apply insights from the Master of Science in Digital Marketing and Analytics as he grows Pin Point Alerts, focusing on digital innovation, data-driven decision-making, and emerging technologies including AI.
He says the course has helped shape a more forward-looking approach to how the company uses digital tools.
“I would recommend the course to anyone in industry or returning to education. The digital space is changing quickly, and it’s important to keep adapting.”
