Course Objectives
Skills & Tools
- Gain proficiency in social advertising and use Facebook, Google AdWords, and Google Analytics to find meaning in user behavior.
Production Standard
- Develop and plan a campaign driven by data and paid‐search strategies —and measured by key performance indicators.
The Big Picture
- Become a driver of your company's bottom line by using cutting‐edge techniques and platforms to market products and acquire users.
Course Outline
Unit 1: Digital Marketing Framework & Strategy
Business and Customer Strategy
- Define the core components of a business (value proposition, business model, customer).
- Explain your business model and write an elevator pitch.
- Define Digital Marketing, explore its evolution and the current landscape.
- Define segments and the role segmentation plays in marketing.
- Define your audience and build a target persona with a customer empathy map.
Data-driven marketing
- Identify how data is used to map marketing back to channels and the consumer journey.
- Discuss the role of data, metrics, and KPIs in digital marketing.
- Explain the process of launch, collect, review, change.
- Practice setting marketing objectives and determining KPIs for those objectives.
- Discuss key metrics like ROI, CAC, and LTV.
Unit 2: Digital Marketing & SEO
Digital Marketing and Channels
- Describe the landscape of channels today and how channels are used.
- Differentiate between between broadcast, direct, and social channels.
- Identify the relevance and role of various channels for your business and customers.
- Define channels that you will use in campaigns, and where your approach is paid, earned, or owned.
- Explain how to use channels to market to the right customers at the right time.
SEO
- Review SEO and its role in marketing.
- Identify keywords for your business and their use for growth.
- Develop an SEO strategy.
- Learn how to improve page rankings for relevant terms.
- Use keyword tools for research and write SEO tactics for your web content.
- Compare results from different SEO tactics and approaches.
Unit 3: Paid Social & Advertising
Paid Search, Adwords & SEM
- Perform keyword research analyzing search volume and competition.
- Apply keyword and search intent targeting to your business.
- Define click bidding and bid management, budgeting.
- Create your own AdWords campaigns.
- Evaluate results and optimize AdWords.
- Review key metrics and KPIs for SEM.
Paid Social
- Outline the process for running a social ad campaign.
- Create and manage a social ad campaign for Facebook, Twitter, and/or Instagram.
- Identify the data that is available from social media platforms and how it can be used.
- Create and distribute UTM-coded links.
- Interpret metrics to optimize paid social strategies across platforms.
- Select appropriate social media platforms for a brand and specific campaigns.
- Structure smaller tests to influence a larger campaign's direction.
Unit 4: Content Marketing & Social
Content Strategy
- Outline the process for developing content campaigns.
- Create a content plan with key messaging, content mapping, distribution and measurement.
- Develop a Native Advertising strategy to increase targeted reach of your content.
- Assess which content marketing tactics meet specific marketing and business goals.
- Determine the key metrics for measuring and optimizing content marketing tactics.
Content Maketing & Social Media
- Distinguish best uses and approaches to the primary social platforms.
- Select appropriate influencers for your project and determine your influencer outreach strategy.
- Curate and modify digital content across your social channels.
- Determine the role of community management in social media marketing.
- Identify metrics and KPIs for measuring impact of social media.
Unit 5: Marketing Acquisition & Conversion Rate Optimization
Landing Pages, UX, & Lead Gen
- Review best practices of digital marketing UX.
- Explore how on-site marketing works and the ways to optimize those efforts.
- Evaluate the design, functionality, and effectiveness of landing pages.
- Develop landing pages and forms for your business.
A/B Testing & Marketing Optimization
- Utilize best practices for conducting A/B tests across channels.
- Consider various reporting techniques to communicate results.
- Develop optimization strategies to meet overall marketing goals.
- Describe potential outcomes, benefits, and risks when employing A/B testing and experiments.
- Set up and apply A/B tests to your business.
- Use Optimizely to explore and implement a test.
- Discuss Conversion Rate Optimization.
Unit 6: Customer Engagement & Retention
CRM & Email Marketing
- Utilize best practices for conducting A/B tests across channels.
- Consider various reporting techniques to communicate results.
- Develop optimization strategies to meet overall marketing goals.
- Describe potential outcomes, benefits, and risks when employing A/B testing and experiments.
- Set up and apply A/B tests to your business.
- Use Optimizely to explore and implement a test.
- Discuss Conversion Rate Optimization.
Retargeting, referrals and Winbacks
- Define retargeting and understand the mechanics of the tactic.
- Identify the approaches to increasing referrals and apply to your business.
- Explore key winback tactics, when to use them, and how to measure effectiveness. Identify the most relevant retention and referral metrics and KPIs.
- Design a referral campaign or program.
Unit 7: Analytics, Data, & Reporting
Metrics, Sources, & KPIs revisited
- Identify and use valid statistical techniques when performing analysis.
- Setup and apply the basics of Google Analytics, including core concepts like Goal Tracking, and micro and macro conversions.
- Describe statistical techniques and common equations used to measure performance.
- Describe and compare strengths and weaknesses of attribution models (last click, time decay, multichannel).
- Create and use a cohort report.
Google Analytics Deep Dive
- Use Google Analytics to access, manipulate, and report data.
- Use Google Analytics to find insights.
- Explore features and uses of Google Analytics - audience, behavior, conversions, attribution, reporting, funnel analysis.
Unit 8: Display, Facebook or Mobile Deep Dives
Facebook deep dive
- Create and execute Facebook advertising campaign.Explore Power Editor and its uses.
- Discover the targeting capabilities and features available to Facebook advertisers.
- Use Facebook analytics to review, understand, report data.
- Optimize Facebook ad campaigns with data.
Display, Programmatic, & Retargeting
- Identify digital ad formats, features, capabilities, and opportunities for use and measurement.
- Explain programmatic ad buying and other developing technologies.
- Review cases and examples of display campaigns and discuss display's role in retargeting.
- Explain how to use segmentation to target ads in display and retargeting.
- Summarize difference between targeting audiences by attributes and behavior rather than publisher.
- Develop a display strategy for your business.
Mobile Marketing Deep Dive
- Map the customer decision journey for mobile web vs mobile app.
- Breakdown the mobile audience demographically and based on device usage.
- Discuss paid advertisements in mobile as they tie to channels already covered.
- Explain attribution challenges in mobile.
Unit 9: Storytelling & Budget Planning
Storytelling & Persuasion Marketing
- Define the key elements of storytelling and useful storytelling models.
- Discuss storytelling examples as they pertain to marketing.
- Practice copywriting techniques.
- Apply storytelling and pitch techniques to your presentation.
Campaign Planning & Budgeting
- Identify tactics for planning and controlling marketing spend.
- Practice planning and budgeting in accordance with the needed outcome.
- Define the typical expenses of common channels and tactics.
- Articulate a plan and budget for your project and defend your decisions.
Unit 10: Presentations & Next steps
Presentation Day 1
- Effectively communicate your marketing plan in your final project presentation.
- Critique and provide feedback for classmates.
Presentation Day 2 and Next steps
- Effectively communicate your marketing plan in your final project presentation.
- Critique and provide feedback for classmates.
- Identify next steps for continued learning.
Trainers
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.
FAQ
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
Course Fee
SGD 4,500
Course Duration
10 weeks part-time, online
(Fill out the form below to register online)