Digital
Marketing

10-Week Business Course

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We Teach Core Skills

Target and grow your brand’s audience

Apply rigorous data-driven approaches to optimize your digital marketing campaign

Marketing channel optimization

Effectively use social media and search marketing to acquire and engage new users for your brand

Engaging marketing content

Improve marketing performance by developing high-impact content and focusing on user experience

This course breaks down digital strategy to its fundamental core: Why does my business exist and why do my customers care? Students will walk away with a holistic and actionable understanding of the current digital landscape to drive success and growth for their business.

Matthew & Katie Iles,
Co-founders, Nine Lines Consulting

Matthew Iles, Nine Lines Consulting

We Embrace The Details

Unit 1: Introduction to Digital Marketing

Business Strategy & Marketing

  • Define basic components of every business and how those components interact with each other
  • Describe different types of business models, and the marketing implications of each business model
  • Clearly articulate a value proposition and elevator pitch for a given business

Brand Strategy

  • Describe the components of every brand (personality, values, definition, and promise)
  • Analyze how popular brands have defined these components
  • Articulate brand components to create a brand brief

Unit 2: Marketing Analytics

Introduction to Marketing Analytics

  • Apply fundamental marketing analytics concepts (e.g. performance measurement, normalcy, comparison and optimization)
  • Describe the role of marketing analytics and commonly used analytics tools and techniques
  • Apply the basics of Google Analytics, including important concepts such as goal tracking

Excel, Statistics & Data Visualization

  • Apply foundational statistical concepts, and describe how these apply to quantitative marketing (e.g. causation v.s. correlation, isolating variable etc.)
  • Communicate marketing data in a clear and concise way that is both visually appealing and simple to interpret
  • Apply Excel techniques and shortcuts commonly used by marketing teams

Metrics, Sources & Statistics

  • Identify the metrics that matter to your business, define KPIs
  • Describe how to draw customer insight from different sources of web traffic
  • Describe statistical techniques used to measure performance

Segmentation, Targeting and Tracking

  • Use marketing analytics tools to segment and target customers
  • Track customer behavior across multi-step conversions
  • Build a basic attribution model

Testing & Experimentation

  • Identify where and when to conduct marketing experiments
  • Describe and apply different types of experiments (e.g. A/B testing)
  • Effectively conduct and manage marketing experiments in a controlled way

Budgeting & Planning

  • Draft an end-to-end marketing plan
  • Effectively allocate marketing budget across a number of marketing channels

Presenting & Storytelling

  • Create a compelling and straightforward narrative from disparate data and information
  • Craft a presentation to satisfy the needs of a variety of different audiences
  • Confidently present information and ideas to both large and small groups

Mid-course Lab

  • Prior to this session, students will be set a short marketing assignment based on a typical real-world marketing scenario. Student will be expected to analyze a marketing data set and draw insights from that data
  • Student will have an opportunity to discuss and share their findings as well as receive feedback and direction from the instructional team

Unit 3: Acquiring & Engaging Users

UX Fundamentals & Trends

  • Identify and rectify common design flaws across both desktop and mobile devices
  • Test, analyze and optimize different landing pages
  • Identify key user experience design techniques to help increase conversions

Developing a Content Strategy

  • Describe the importance of content and how to do content marketing well
  • Describe the relationship between content and branding, and its impact on sales

Activation & Retention

  • Define activation and retention processes and their respective metrics
  • Apply techniques to improve activation
  • Apply growth hacking techniques to spur viral reach

Email Marketing

  • Determine metrics to track and analyze the performance of a campaign
  • Describe the different types of email campaigns (e.g. triggered, segmented, content, promotional)
  • Create compelling emails and run A/B email marketing tests

Search Marketing

  • Describe the difference between Search Engine Optimization and Search Engine Marketing
  • Create a Google AdWords campaign
  • Analyze the performance of a paid search campaign

Social Media Management & Influencer Marketing

  • Describe the role of social media in marketing
  • Describe the core differences between the various social media channels and identify which ones are best for your business objectives
  • Apply the latest trends in influencer marketing

Facebook Advertising

  • Create a robust Facebook advertising campaign
  • Target an audience using Facebook advertising, and track performance of a Facebook campaign

Twitter, LinkedIn & Display Advertising

  • Leverage insight about different social media channels to create and execute advertising campaigns on Twitter and LinkedIn
  • Describe how to effectively target an audience using display advertising, as well as track the performance of a display campaign
  • Describe the role of retargeting campaigns within a marketing plan

Final Presentations

  • Groups will be asked to present an end-to-end digital marketing strategy and corresponding results to a panel of experts
  • The presentation must demonstrate the following: clearly defined business and brand brief; data-based strategy (KPIs); well designed experimentation proposals; optimized site; sample social media content; paid marketing campaigns and results

Bootcamp

Programming for Marketers

  • Describe the fundamentals of programming and web development, and the roles it plays in contemporary marketing environments
  • Converse with key stakeholders that are critical to successful execution of a marketing vision (e.g. Web Developers, UX Designers, Product Managers)
This course has already paid dividends for me. I obtained a job in the field of marketing (in part) because of what I learned. Others used it to help their personal online businesses grow. It was a great experience and I came away with concrete skills.

Erik Poole / Marketing Student

students at laptop

Upcoming in

28 April –
02 July

Mondays & Wednesdays
6.00pm to 9.00pm
Tuition: $3,500 AUD
(Payment plans available)

Instructors

Ryan Bonnici
Head of Marketing at Salesforce ExactTarget Marketing Cloud (APAC), ExactTarget

Ryan Bonnici is the head of marketing at Salesforce ExactTarget. By day he helps marketers create a world-class consumer experience that influences online and offline behaviour to drive marketing-generated revenue. After dark he likes to eat incredible food, drink delicious wine, and travel to weird and wonderful destinations.

Tom Willis
Online & Direct Marketing Specialist, Getty Images

Passionate about anything creative and unique Tom's Marketing career began at Spreets Yahoo!7 when he completed his degree in Marketing at UTS. Tom spent 11 months at Tom Waterhouse as a CRM Executive before moving to his current position as Marketing Specialist at Getty Images.

01 May –
15 July

Tuesdays & Thursdays
6:30-9:00pm
Tuition: $3,500 USD
(Payment plans available)

Instructor

Ryan Adamiak
Digital Marketing Expert, Founder and CEO of Up & Coming Media

Ryan Adamiak is the Founder and CEO of Up & Coming Media, a digital marketing firm focused on helping growing companies increase their conversions and revenue. Ryan's current and past clients include Offerpop, Ethica, Pond5, Vimbly, Bloomberg LP and many more. Ryan is also an award-winning presenter and speaker with extensive class and 1-on-1 teaching experience.

06 May –
10 July

Tuesdays and Thursdays
6-9pm
Tuition: £2,800 GBP
(Payment plans available)

Instructor

Sofia Quintero
Head of Growth, Geckoboard

Sofia is the Head of Growth and Marketing Firestarter at Geckoboard, a Shoreditch-based tech start-up which was voted one of the London's hottest start-ups in 2012. Before Geckoboard, Sofia had worked in a variety of internet marketing companies including Possible and Silence Media where she managed integrated digital strategies across multiple geographies. Sofia is an advocate of the latest 'Lean Analytics' movement and believes data is an integral success factor to today's digital marketing.

27 May –
17 July

8-weeks
Tuesdays & Thursdays 7-10pm
Tuition: $3,500 USD
(Payment plans available)

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31 May –
02 August

Saturdays
10am-5pm
Tuition: $3,500 USD
(Payment plans available)

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10 June –
14 August

Tuesdays & Thursdays
6.00pm to 9.00pm
Tuition: $3,500 AUD
(Payment plans available)

Instructor

Agata Celmerowski
Head of Marketing, Campaign Monitor

Agata is a digital marketing executive with more than 12 years experience at high-growth companies with strengths business analysis; hiring & team development; forecasting; new customer acquisition strategies; conversion optimisation; and product marketing.

16 June –
20 August

Mondays & Wednesdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

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21 June –
23 August

Saturdays
10am-4.30pm
Tuition: £2,800 GBP
(Payment plans available)

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23 June –
27 August

Mondays & Wednesdays
6:30-9:30pm
Tuition: $3,500 USD
(Payment plans available)

Instructors

Sabel Harris
Director of Marketing, TrackMaven

Sabel leads and pulls all of the levers on the TrackMaven marketing machine. This machine ruffs out comments in 140 characters, ranks number 1 for keywords, digs for golden data, inserts canine puns into every area possible…just several of the millions of marketing tasks. And yes, this machine is corgi shaped to model the looks of Maven.

Kristen Ferrer
Senior Marketing Manager, BLR Holdings

Kristen specializes in dynamic, results-oriented and resourceful marketing professional with B2B, B2C and non-profit experience focused on developing innovative strategies and solutions to business needs. She has experience with marketing operations that tie strategic planning, process development, and lead generating activities to key performance indicators of an organization and extensive integrated marketing experience, able to marry traditional marketing with new media and technologies for dynamic, creative and successful brand experiences.

08 July –
11 September

Tuesdays & Thursdays
6:30 - 9:30 pm
Tuition: $3,500 USD
(Payment plans available)

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12 August –
23 October

Tuesdays & Thursdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

Instructor

Jay Oatway
Author, Influencer

Jay Oatway, working as both a tech-journalist and digital strategist in Hong Kong since 1997, has become a global leader in social media reach and influence--ranked #22 on the Forbes Top 50 Social Media Power Influencers 2012. He is the author of the book, Mastering Story, Community and Influence: How to Use Social Media to Become a Socialeader. With more than 100,000 followers worldwide, along with close ties to social media’s most influential thought-leaders, Jay has been dubbed “Hong Kong’s answer to Twitter royalty” by Marketing magazine. Jay now provides executive social media training on how to share the narrative of business, how to grow deep communities of repeat business, and how to cultivate the online influence required to be a business leader of tomorrow. He is also co-founder of HKSocial, Hong Kong’s first society of social business best practices.

01 September –
05 November

Mondays and Wednesdays
6:00pm to 9:00pm
Tuition: $3,500 AUD
(Payment plans available)

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15 September –
01 December

Mondays & Wednesdays
6:30 pm - 9:30 pm
Tuition: $3,500 USD
(Payment plans available)

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11 November –
10 February

Tuesdays & Thursdays
7-9pm
Tuition: $25,000 HKD
(Payment plans available)

Instructor

Jay Oatway
Author, Influencer

Jay Oatway, working as both a tech-journalist and digital strategist in Hong Kong since 1997, has become a global leader in social media reach and influence--ranked #22 on the Forbes Top 50 Social Media Power Influencers 2012. He is the author of the book, Mastering Story, Community and Influence: How to Use Social Media to Become a Socialeader. With more than 100,000 followers worldwide, along with close ties to social media’s most influential thought-leaders, Jay has been dubbed “Hong Kong’s answer to Twitter royalty” by Marketing magazine. Jay now provides executive social media training on how to share the narrative of business, how to grow deep communities of repeat business, and how to cultivate the online influence required to be a business leader of tomorrow. He is also co-founder of HKSocial, Hong Kong’s first society of social business best practices.

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GA Hong Kong @ Garage
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9 Back Hill, 4/F
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Santa Monica, CA 90401

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GA Sydney (York St)
56-58 York St
Sydney, NSW 2000

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GA Washington D.C. (1776 Penthouse)
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We’re holding an info session on Tuesday, May 13 at 6:30pm

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GA Sydney (York St)
56-58 York St
Sydney, NSW 2000

We’re holding an info session on Thursday, May 29 at 6:30pm

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GA London
9 Back Hill, 4/F
London

We’re holding an info session on Wednesday, June 4 at 7:00pm

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GA Washington D.C. (1776 Penthouse)
1133 15th Street NW, The Penthouse
Washington, DC 20005

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Put Your Education to Work

At General Assembly, we not only help you build new skills, we aim to provide chances to put them to use. Registration in a course includes access to GA Studio, which assists interested students in creating additional portfolio pieces, preparing for the job search process, and finding new career opportunities.

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