Digital
Marketing

10-Week Part-Time Course

Talk to Admissions +1 (917) 722-0237
Target and grow your brand’s audience

Skills & Tools

Gain proficiency in social advertising and use Facebook, Google AdWords, and Google Analytics to find meaning in user behavior.

Marketing channel optimization

Production Standard

Develop and plan a campaign driven by data and paid‐search strategies — and measured by key performance indicators.

Engaging marketing content

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.

Meet your support team

Our educational excellence is a community effort. When you learn at GA, you can always rely on an in-house team of experts to provide guidance and support, whenever you need it.

  • instructor

    Instructors


    Learn industry–grade frameworks, tools, vocabulary, and best practices from a teacher whose daily work involves using them expertly.

  • teaching assistant

    Teaching Assistants


    Taking on new material isn’t always easy. Through office hours and other channels, our TAs are here to provide you with answers, tips, and more.

  • producer

    Course Producers


    Our alumni love their Course Producers, who keep them motivated throughout the course. You can reach out to yours for support anytime.

Embrace The Details

Unit 1: Digital Marketing Framework & Strategy

Business & 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 Strategy & 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 Marketing & 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

  • Plan and prepare lifecycle marketing strategies.
  • Map content and channels (like email) to your customer's lifecycle.
  • Plan, execute, and measure email marketing campaigns.
  • Gain basic familiarity with common tools of the trade.

Retargeting, Referrals, & 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 & Next Steps

  • Effectively communicate your marketing plan in your final project presentation.
  • Critique and provide feedback for classmates.
  • Identify next steps for continued learning.

Request a detailed syllabus

Get Syllabus

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 & Katie Iles, Co-founders, Nine Lines Consulting

Meet your instructors

Learn from skilled instructors with professional experience in the field.

Nate Jaffee

Austin

Nate Jaffee

Head of Brand Strategy,

Praytell

Kimberly Rust

New York City

Kimberly Rust

Consultant,

Rustcraft Digital

Jordan Bell

Los Angeles

Jordan Bell

CMO & Partner,

FansAgency.com, LLC

Manpreet Kalra

Seattle

Manpreet Kalra

Digital Marketing Superhero,

Rival IQ

Brett Allen

Melbourne

Brett Allen

Digital Marketer & Strategist ,

BA Consulting

Nick Smith

London

Nick Smith

Growth Hacker,

Geckoboard

Learn In

Set as default location

Aug 16 – Oct 20

Tue & Thu


6:30pm - 8:30pm


$3,500 USD

Sep 6 – Nov 10

Tue & Thu


6:30pm - 8:30pm


$3,950 USD

Sep 14 – Nov 23

Except: Oct 10

Mon & Wed


6pm - 8pm


$3,950 USD

Sep 29 – Dec 8

Except: Nov 24

Tue & Thu


6:30pm - 8:30pm


$3,950 USD

Oct 12 – Dec 19

Except: Nov 24

Mon & Wed


8:15pm - 10:15pm


$3,950 USD

Oct 27 – Jan 12

Except: Nov 24, Dec 27, Dec 29

Mon & Wed


6pm - 8pm


$3,950 USD

Dec 13 – Feb 23

Except: Dec 27, Dec 29

Tue & Thu


8:15pm - 10:15pm


$3,950 USD

Dec 21 – Mar 15

Except: Dec 26, Dec 28, Jan 2, Jan 16, Feb 20

Mon & Wed


6:30pm - 8:30pm


$3,950 USD

Visit Campus

See if this program is a fit for you. Meet the GA team, get an overview of the program curriculum, and chat with other students thinking about the course.

Digital marketing info session

Digital Marketing Info Session

GA New York City (West, 3rd Floor), 10 East 21st Street, 3rd Floor, New York, NY 10010, USA

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Monday, 1 August 6:30pm
GA New York City (West, 3rd Floor), 10 East 21st Street, 3rd Floor, New York, NY 10010, USA
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Financing Options

Need payment assistance? Our financing options allow you to focus on your goals instead of the barriers that keep you from reaching them.

Let us figure out the best option for you.

⁵Must be a US citizen; approval pending state of residency.
²Must be a US citizen; approval pending state of residency.

Financing options differ in each market and are only available to students accepted into our programs. Contact a local admissions officer for more info.

BENEFITS FOR GRADUATES

Be on your way towards an online masters degree. By completing this GA program you are eligible for benefits to graduate programs at distinguished universities online.

Upon completion of this course, you may become eligible to receive a tuition benefit to the following online graduate programs:

 
  • Master of Science in Communications from Syracuse University
Learn More

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:

  • 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.
  • Whom 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.

Dig Deeper Into The Curriculum

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