Digital
Marketing

10-Week Business Course

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Learn 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

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
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 

Mar 11 – May 18


Mon, Wed

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Mar 14 – May 30


Sat

11am - 5pm

$3,500 USD

Payment plans available

Instructors

Monica Pereira
Digital Strategist, Nine Lines

Monica is an account director at Nine Lines, a boutique marketing agency that's worked with clients such as John Varvatos, Fila, Foxcroft, and Jack Erwin. She specializes in business strategy and analytics, aspiring to make data easier to understand and pair with insights to drive growth. Monica studied communications at The University of Texas and quantitative research at Columbia. She graduated from General Assembly’s inaugural long form Digital Marketing course has had the privilege to teach marketing workshops at General Assembly, Tycoon Lab and Techfest Club. Monica follows the underground performing arts scene in New York and sometimes sneaks in as a performer of contemporary dance here and there. She also loves to organize everything ever.

Gabe Marcial
Digital Strategist, Nine Lines

Gabe Marcial is a digital marketer specializing in analytics, search marketing and customer acquisition. He is currently Director of Analytics at Nine Lines, a digital marketing agency which has worked with brands such as John Varvatos, Fila, Jack Erwin and Foxcroft Collection. Gabe studied behavioral neuroscience at Rutgers University before diving into marketing strategy and branding at NYU. He is a graduate of General Assembly’s inaugural long form Digital Marketing course, and has enjoyed helping others learn as an instructor and coach at General Assembly ever since. Gabe has an insatiable appetite for good book recommendations, startup growth models and bowls of ramen. He has also been known to train with Navy SEALs and compete in obstacle course race championships just for fun.

Mar 30 – Jun 10


Mon, Wed

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Instructor

Jon Chang
Content Specialist, Makerbot Industries

Jon is head of social media marketing at MakerBot Industries, where he works on strategy, analytics, and design with brands such as Martha Stewart, Sanrio, Home Depot, and Staples. Prior to MakerBot, Jon ran marketing at ad tech startup Pricing Engine and iOS app Applauze. He was an original writing contributor to two New York City publications: AlleyWatch and WeWork Magazine. In his spare time, Jon mentors early-stage startups, teaches marketing to high school students at Explo at Yale University, and hosts events for NYC tech influencers.

Apr 1 – Jun 10


Mon, Wed

6pm - 9pm

$3,500 USD

Payment plans available

Instructors

Kelley O. Williams
Director, Customer Experience, The Honey Bee Company

Kelley is the co-creator of the Paige & Paxton line of children’s toys, which features two adorable puzzle characters that teach kids 6 and under about concepts in STEM (science, technology, engineering and mathematics). Kelley was instrumental in leading nationally recognized STEM pipeline programs for girls and youth of color as one of the founding team members of the New York Chapter of Black Girls Code. She was also a lead member on the planning team for #YesWeCode youth hackathons, designed to expose middle and high school students to opportunities in computer science. After working with pipelining organizations, she realized the need to start STEM awareness and proficiency earlier in the funnel. She resigned her Assistant Vice President of Social Media position at JP Morgan Chase to focus on Paige & Paxton, as the brand began to build traction by signing on major school systems, such as Chicago Public Schools. In addition to her role at JP Morgan Chase, Kelley has years of experience in financial services and digital marketing at Fortune 500 companies such as Walgreen Co., Discover Financial Services and American Express. When Kelley is not working on Paige & Paxton, you can find her experimenting with recipes. Kelley is also an avid storyteller, and has presented for General Assembly, 1871, New York University, Social Media Week, Internet Week and at the Chicago Moth.

Joe Anhalt
Marketing Manager, SpotHero

One of the first marketing hires at Chicago based startup SpotHero, Joe has had the opportunity to try on many different marketing hats. With experience in SEO, SEM, content marketing, copywriting, email marketing, social media, video and mobile, Joe is a key component to SpotHero's growth across the country. When Joe is not marketing he is finding the new eats around the city, traveling or taking improv classes at iO.

Apr 9 – Jun 16


Tue, Thu

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Instructors

Ashley Lusk
Content and Social Media Manager, Threespot

In her work with Threespot, Ashley develops comprehensive content and social media strategies for leading nonprofits, foundations and NGOs. With a focus on helping social good organizations use technology to tell their stories, Ashley helps them to identify content themes and opportunities, infuse their brands and stories into site content and social networks, and develop create dynamic, engaging content that will match user needs and expectations. Prior to her work at Threespot, she managed digital marketing efforts for several leading nonprofit organizations, including the National 4-H Council, the American Educational Research Association, and the Girl Scout Council of the Nation's Capital. During her time at the National 4-H Council she produced social media engagement and reach that met or surpassed all national nonprofit benchmarks for success. When she’s not trying to get to inbox zero on her feed reader, you can find her lounging in a local coffeeshop, iced coffee in hand.

Elizabeth Barth
User Experience Lead, Threespot

As a UX Lead at Threespot, an interactive agency based in DC, Elizabeth uses research, technology, design, content strategy, and business strategy to help clients define, execute and achieve their goals for digital projects. Her past and current clients at Threespot include the Howard Hughes Medical Institute, the National Park Service, Living Cities, the Pew Charitable Trusts, and the National Parks Conservation Association. Prior to coming to Threespot, Elizabeth spent 7 years working both in house and as a consultant at different organizations, including non-profits, healthcare organizations, financial organizations and small businesses, to develop and execute digital marketing strategies. Elizabeth brings a unique blend of cross-disciplinary knowledge to digital marketing that helps her develop creative but also effective and practical solutions for clients.

Apr 20 – Jun 24


Mon, Wed

6pm - 9pm

$3,500 AUD

Payment plans available

Instructor

Brett Allen
Head of Digital & Innovation, Three's A Crowd

Brett started his digital career 20 years ago while working in the advertising industry as an Art Director. He worked on some of the very first digital marketing campaigns in Australia. Since those that early start Brett has worked on a very broad range of digital projects and campaigns. He has worked on a large number of lead generation, brand awareness and direct response campaigns for major Australian brands including AAPT, Mitre10, Retravision, Fosters, Mobil, Tennis Australia, Honda, ANZ, NAB, Mazda, World Vision, WSPA to name a few. He loves when creativity and technology come together to create new innovative solutions. Brett has been known to be a data geek with keen interest in qualitative and quantitative data for developing target audience and post campaign analysis.

Apr 21 – Jun 30


Tue, Thu

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Instructor

Shannon Chirone
Small Business Entrepreneur and Consultant

Shannon Chirone oversees all aspects of digital marketing for an independent record label from selling product to gaining and retaining a strong customer base. She has taught and consulted with many small companies and professionals on how to develop their online presence. She received her BA in Sociology from UCLA.

Apr 25 – Jul 11


Sat

10am - 5pm

$3,500 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

DOWNTOWN LA

Apr 27 – Jul 1


Mon, Wed

7pm - 10pm

$3,500 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 4 – Jul 13


Mon, Wed

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 11 – Jul 20


Mon, Wed

6:30pm - 8pm

£2,800 GBP

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 18 – Jul 30


Mon, Thu

7pm - 10pm

$28,000 HKD

Payment plans available

Instructors

Hendrik Kühl
Brand Consultant, fluid

Hendrik works as a Brand Consultant at Hong Kong based integrated creative agency fluid. Before moving to Hong Kong in 2014 he spent five years working in Taipei, Shanghai and Shenzhen serving as Director-China for the boutique brand consultancy DDG. In his capacity working as a brand consultant in the Greater China region Hendrik has gained extensive experience advancing clients’ presences in the digital space. He has worked with SMEs looking to learn the ropes of digital marketing, as well as corporate clients seeking his help to revamp e-commerce platforms, or to drive social media strategy.

Cindy Yen
Brand Strategist, fluid

Cindy Yen is a brand strategist, business designer, and data experimenter. As an Insights Strategist at fluid Insight-Driven Creative, a brand-led creative innovation consultancy, Cindy has worked with clients across Asia to deploy powerful brand and digital strategy as vehicles to reach business goals. Prior to fluid, as a Capital Structure Analyst at Bloomberg, Cindy synthesized data analytics, product design, and financial analysis to deliver intuitive market intelligence through Bloomberg Professional Services. Cindy holds a B.A. in Public Finance from National Chengchi University and was a Research Fellow in Creative Strategy at Harvard University. Cindy is also actively involved in the startup scenes in Taipei and Hong Kong – representing Young Entrepreneurs of the Future (Taipei) and winning Best Mobile App at Startup Weekend (Hong Kong).

May 19 – Jul 23


Tue, Thu

6:15pm - 9pm

$3,500 AUD

Payment plans available

Instructor

Dan Ferguson
Chief Marketing Officer, DesignCrowd

Dan is passionate about developing, nurturing & mentoring leading Australian online talent and minds. Currently the CMO at DesignCrowd, he has extensive experience growing and leading eCommerce, multi-channel and online retail businesses. Prior to joining DesignCrowd, Dan served in various online & ecommerce leadership roles including Director, Vistaprint AU/NZ/SG, Head of Online Business, Myer, General Pants & Officeworks. Dan is able to share deep local Australian e-commerce market knowledge alongside insight gained from work and success in the world's best US e-commerce & online brands. With numerous accolades against his name, Dan has been involved in key industry events including the AIMIA Digital Summit, ADMA Data Day, ad:Tech, the IAB Australia Awards and Online Retailer Industry Awards. Dan holds an Honours Degree in Psychology from University of Sydney and completed his MBA at UNSW.

SANTA MONICA

May 26 – Jul 30


Tue, Thu

7pm - 10pm

$3,500 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

May 27 – Aug 3


Mon, Wed

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Instructor

Julian Scharman
Head of Customer Acquisition & Traffic, Betabrand

Julian is a marketing & digital media professional. He has worked at leading San Francisco digital media agencies designing multi-channel communication campaigns for Fortune 500 companies. Today, Julian is Head of Customer Acquisition & Traffic at Betabrand, a high-growth startup and one of the 1st fully crowdsourced clothing companies. His focus is on finding the most innovative ways to attract & retain new customers including cutting-edge website experiences, highly-targeted and personalized email, mobile, digital advertising and analytics to tie it all together. He has a customer-focused approach to growing a business that incorporates customer insights, creativity, logic, innovation and measurement accountability. Julian will also eat anything you give him.

Jun 15 – Aug 19


Mon, Wed

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Reserve your spot

Apply now as this course is already filling up. Contact us for more information and dates.

We don’t currently have any sessions scheduled in Boston. Request more info to be the first to know when we put something on the calendar!

We’re holding an info session on Monday, March 23 at 6:30pm

  • Meet the GA team and potential classmates
  • Get an overview of the curriculum and course objectives
  • Get your questions answered about the course and GA
  • Discover the perks of being a student at GA

GA Washington D.C. (1776 8th Floor)

1133 15th Street NW, 8th Floor
Washington , DC 20005

You’re on the list!

Keep an eye on your inbox for your ticket and we’ll see you at the event.

We’re holding an info session on Thursday, April 2 at 6:30pm

  • Meet the GA team and potential classmates
  • Get an overview of the curriculum and course objectives
  • Get your questions answered about the course and GA
  • Discover the perks of being a student at GA

GA Washington D.C. (1776 8th Floor)

1133 15th Street NW, 8th Floor
Washington , DC 20005

You’re on the list!

Keep an eye on your inbox for your ticket and we’ll see you at the event.

Get Answers

We love questions, almost as much as we love providing answers. Here are a few samplings of what we’re typically asked, along with our responses:

Q: 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.

Q: 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.

Q: Who will I be sitting next to in this course?

A wonderfully varied group of people. Digital Marketing students tend to come from various backgrounds: architecture, publishing, design, and entrepreneurship. These students are often looking to apply digital marketing skills to their current jobs or to switch careers into the marketing world.

View all FAQs

Ask Admissions

Call us at +44 (0) 20 3818 3251
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at 1300 779 580
or email us.

Call us at 852 9473-3608
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at 1300 779 650
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Call us at +1 (877) 348-5665
or email us.

Dig Deeper Into The Curriculum

Your syllabus is on its way.

Meanwhile, we’d love to know a little more about you.

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If you have questions about the course, call us at +1 (877) 348-5665 or email admissions.