DIGITAL MARKETING COURSE
Skills & Tools
The Big Picture
Unit 1: Digital Marketing Framework & Strategy
Business and Customer Strategy
Unit 2: Digital Marketing & SEO
Digital Marketing and Channels
Unit 3: Paid Social & Advertising
Paid Search, Adwords & SEM
Unit 4: Content Marketing & Social
Content Maketing & Social Media
Unit 5: Marketing Acquisition & Conversion Rate Optimization
Landing Pages, UX, & Lead Gen
A/B Testing & Marketing Optimization
Unit 6: Customer Engagement & Retention
CRM & Email Marketing
Retargeting, referrals and Winbacks
Unit 7: Analytics, Data, & Reporting
Metrics, Sources, & KPIs revisited
Google Analytics Deep Dive
Unit 8: Display, Facebook or Mobile Deep Dives
Facebook deep dive
Display, Programmatic, & Retargeting
Mobile Marketing Deep Dive
Unit 9: Storytelling & Budget Planning
Storytelling & Persuasion Marketing
Campaign Planning & Budgeting
Unit 10: Presentations & Next steps
Presentation Day 1
Presentation Day 2 and Next steps
Tom Willis (Chief Marketing Officer, LawPath)
Tom is a digital strategy and marketing specialist with a passion for helping businesses to improve their online presence and connect with new audiences to drive growth.
Tom has diverse industry experience, having worked in digital marketing roles at ecommerce companies (Speets / Yahoo!7), B2B (iStock / Getty Images) and online gaming (Tom Waterhouse). More recently, Tom has applied his expertise to startups. In 2014, he joined LawPath, Australia’s largest online legal service. LawPath has since grown assisting over 55,000 businesses, helping save tens of millions in legal fees.
Tom has taught over 50 digital marketing workshops and courses at GA, specialising in marketing automation, SEO/SEM, web analytics and growth marketing for startups. Tom has also consulted and provided bespoke workshops for leading national and global companies including Uber, Sensis, Commonwealth Bank and Warner Music.
Tara McFall (Senior Integration Manager Consultant, eBay)
Tara is a digital marketing and ecommerce consultant with over 12 years experience across the complete digital landscape. After completing her Bachelor of Commerce at Wollongong University, Tara began her online journey in 2003 managing the first digital marketing campaigns for Rydges Hotels & Resorts and, more recently, building complex enterprise eCommerce solutions, marketing strategies and new digital teams for Moet Hennessy Australia. Her experience has taken her from Sydney to Hong Kong and London leading digital marketing efforts for brands such as QT Hotels, Vodafone, Orange, Art Series Hotels, Monster Worldwide and News Digital Media. Tara loves to blend creativity with technical expertise to solve business problems and develop innovative business solutions. When not teaching at General Assembly Tara can be found teaching or practicing yoga, usually at Bondi Beach.
Aidan Caroll (Co-founder of The Coloring In Department)
A nice guy, entrepreneur and moderately well known marketing personality. Aiden has worked with numerous brands, both global and notable, in shaping and delivering their digital and advertising strategies - not to neglect making sure those strategies stick, with a ton of up skilling. To date, he’s been involved in campaigns producing 20+ awards, from the Cannes Lions to the Webbys.
He’s also been involved in some seriously catastrophic failures along the way, you know what they say about omelettes.
Aiden is more than a little bit obsessed with the technology sector, and even more so with the future of education and communicating ideas. He’s trained over 65,000 marketers to date, from over 75 countries.
He currently spends a great deal of time nurturing the marketing needs of a variety of global brands, as co-founder of The Coloring In Department, as the original Google We Are Squared guy, as part of a crack team of General Assembly tech folk, and as a presenter and gun for hire.
Most importantly, he loves what he does, and anyone who tells you different is a damn liar, and definitely can't be trusted.
Also, he will -never- wear a suit.
In recognition of his exemplary service in the classroom, Aiden has been selected as a member of General Assembly's Distinguished Faculty program.
Kristen Ferrer (Director of Digital Marketing, mdg)
As a strategic marketing leader, Kristen focuses on marketing operations and digital campaign/program optimization. She is known for creating data-driven strategies that guide organizations through digital transformation and achieve organizational goals. Her favorite projects include digital acquisition through organic search, paid search and social, as well as email, user experience design, and data analytics. Kristen has been creating exceptional digital experiences for organizations of all types, including K12 and higher education, tech companies, professional services, and consumer goods since 2000. Her experience ranges from working with non-profits and associations, to startups and established for-profit companies of all sizes. Kristen has never met a spread sheet or a pug she didn’t like.
In recognition of her exemplary service in the classroom, Kristen has been selected as a member of General Assembly's Distinguished Faculty program.
Steven Matt (Global Director of Digital Marketing, First Data Corporation)
Steven Matt is the Global Director of Digital Marketing at First Data, the world's largest payment processor. In the evenings, he consults small business owners about Digital Marketing at his agency, www.TellMeYourGoal.com. Previously, Steven was the Vice President of Digital Marketing at JPMorgan Chase & Co and a Digital Producer at mcgarrybowen and Y&R advertising agencies.
Steven has a Master’s Degree in Management & Technology from NYU and BA in Communications Design from Pratt Institute. He specializes in SEO, content strategy, and email marketing.
In recognition of his exemplary service in the classroom, Steven has been selected as a member of General Assembly's Distinguished Faculty program.
Jennifer Nelson (Marketing Automation Consultant, Jenny Miranda LLC)
Jennifer is a digital marketing and advertising junkie. She has a particular obsession with coming up with unique content ideas for her client's digital channels. Jennifer founded her own content marketing consultant practice in 2016, working on digital marketing strategies for her clients. Her experience comes from over 13 years in the ad industry at the center of New York City’s advertising hub. She's worked for nationally known brands including Tribune, The New York Times, Brit + Co., and Verve Mobile. Within these organizations she's helped globally recognized companies such as IBM, Samsung, and Macy’s with their digital media marketing. Jennifer holds a BA in English from the University of Florida and an MBA in Global Marketing from Nova Southeastern University. In her spare time, she writes, adding pages to her "maybe one-day-it-will-get-published" memoir, tentatively titled Disrupted.
Why is this course relevant today?
The evolution of digital in the last 6 years has completely changed the way that people communicate, learn, and consume products. More than ever, brands have the ability to reach out to more customers and actually listen to them in order to tailor their messaging, brand, and product strategies.
The Digital Marketing course takes a holistic view of digital marketing, whilst really focusing on the more quantitative and data-driven aspects of contemporary marketing. You’ll be pushed to gain a clear understanding of a business’ goals and brand voice in order to launch a truly effective marketing campaign. Students will learn how to utilize analytics in order to make data-driven decisions ranging from audience segmentation and targeting, to what content resonates best with users.
What practical skill sets can I expect to have upon completion of the course?
By the end of the course, you’ll be able to:
- Utilize business goals and brand voice in order to generate effective marketing campaigns.
- Analyze company data through Google Analytics in order to make informed decisions regarding marketing channels, audience segmentation, and areas of improvement on a brand’s given site.
- Think critically about your brand’s content: from what’s on your site, to your Facebook, Twitter and LinkedIn pages.
- Create, target, launch, and track Facebook, Twitter, and Google AdWords campaigns.
- Clearly define the scope of digital marketing, from social, to display, and email marketing.
About General Assembly
General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.
What began as a co-working space in 2011 has since grown into a global learning experience with campuses in 20 cities and over 35,000 graduates worldwide.
As individuals and companies struggle to compete in an increasingly technological economy, General Assembly provides award-winning, dynamic training to close the global skills gap.
Signup for this Class
10 weeks part-time, online
(Fill out the form below to register online)