Certificate in Radio Sales.

Course Brief

Learning Waves Skillnet has launched a Certificate in Radio Sales in response to the requirement for upskilling of sales staff during the Covid-19 pandemic.  The Certificate which will comprise of 7 modules will be delivered by a combination of Learning Waves trainers and will cover key areas that will help sales staff prepare for the recovery from the current crisis.

Course Content

The course will consist of the following modules :

  • Overview of the Media Landscape in Ireland with Peter McPartlin
  • Customer Relationship Management through Covid-19 with Mark Richardson
  • Presentation Skills with Mark Richardson
  • Improved Creativity for Radio Ads Part 1 with Damian Scott
  • Improved Creativity for Radio Ads Part 2 with Damian Scott
  • Understanding JNLR with Peter McPartlin
  • Negotiation Skills with Mark Richardson

Training Method

The modules will be delivered online via Zoom.  Each module will range from 90 minutes to 180 minutes in duration.

Target Trainee Profile

The course is aimed at all sales staff who wish to upskill at the current time. 

Assessment & Certification

Each module is 5 CPD points and delegates must complete all modules and associated assignments/project work to gain the overall Certificate which will be awarded by the Learning Waves Radio Academy.


Peter McPartlin

Peter has 40 years experience in the Irish advertising, media and marketing industries, working with some of the country’s largest agencies and media companies. In that time, he has also worked on strategies and campaigns for many of the country’s largest brands.

He was CEO of Today FM, Ireland’s largest independent radio station, for four years to December2015 and helped to overhaul the station’s presenter line-up and led the station to become ‘National Station of the Year’ in 2014. He also established the short-lived but much-loved alternative rock station, TXFM, as a breeding ground for new on-air talent.

Peter has won a range of different accolades within the industry including 3 Gold All Ireland Marketing awards and two AdFX effectiveness awards.

He is passionate about media and music and writes and speaks regularly on various aspects of both industries. He is a council member of the Marketing Society of Ireland and former board member of the Direct Marketing Association, IAPI, and Independent Broadcasters of Ireland.

As well as consulting with a number of business organisations, Peter is currently working in a pro bono capacity with IASCA (The Irish Association of Songwriters, Composers and Authors) to gain greater exposure for Irish music through the PLAYIRISH digital station which he co-founded.

Damian Scott

Damian Scott/WORDFOOD, has been a professional copywriter for nearly 30 years, working in major UK ad agencies (McCann Erickson, TBWA/Tequila, Euro RSCG) and providing creative input into ad campaigns for Audi, VW, Skoda, HSBC, BT, Halifax, Costa Coffee, Hertz, Experian, Open University, The National Trust, AXA, Marks and Spencer and many others. He’s also been Creative Director for several ad agencies and helped to launch his own agency Cactus Creative back in 1999. He now acts as a freelance creative consultant and copywriter with a major emphasis on radio. He not only continues to write radio campaigns, but works closely with stations and radio media groups to deliver training and advice on both the briefing and creative processes. In Ireland Damian has worked regularly with Dublin’s Q102, FM104, Sunshine and Classic Hits as well as U105 in Northern Ireland.