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Digital Marketing

Get ready to make your next move. Our industry-focused course equips students with the in-demand skills they need to advance their careers.

Join 70K+ alumni around the world who have reached new heights in their careers in our expert-led course.

Real-World Results

Throughout the course, develop and deploy a comprehensive marketing campaign driven by data and paid search strategies, leveraging Google Analytics, Google AdWords, Facebook, and more.

Your Path to Advancement

Gain in-demand knowledge to become an indispensable team member. Get closer to your next promotion or raise with a robust, versatile skill set.

Flexible Financing, Including 0% Monthly

You’ve got options. Apply and qualify for zero-interest monthly payments as low as $206 through one of our lenders in select cities, or join the 45% of part-time students who receive employer sponsorship.

Drive the Bottom Line

Learn to leverage cutting-edge, data-powered techniques and platforms to market products, acquire users, and build a buzzworthy brand.

Worldwide Network and Exclusive Perks

Connect with practitioners and peers locally, and join a global community of experts, employers, and potential collaborators.

Made With — and For — Employers

We work with global leaders from our Marketing Standards Board to ensure our continually updated curriculum meet today’s job demands.

Convenient Learning Paths

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10 Week, Part Time

Keep daytime commitments; train evenings and weekends.

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1 Week, Full Time

Accelerate career growth with concentrated study.

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On Campus or Online

Learn in person, or skip the commute and level up from anywhere.

Optimize Your Learning With Personalized Guidance

Our educational excellence is backed by a community of industry insiders dedicated to your success. When you learn at GA, you can always rely on an in-house team of experts to provide the support you need.

Expert Instructors

Learn in-demand frameworks, tools, vocabulary, and best practices from leading practitioners in the field.

Teaching Assistants

Through office hours and other channels, our TAs are here to provide you with answers, tips, and more to help you rise to every challenge.

See What You’ll Learn

Unit 1: Digital Marketing and Strategy

Business and Consumer Strategy

  • Discover the core components of a business (value proposition, business model, customer).

  • Explain your business model and write an elevator pitch.

  • Define digital marketing, exploring its evolution and the current landscape.

  • Understand segments and the role segmentation plays in marketing.

  • Identify your audience and build a target persona with a customer empathy map.

Data-Driven Marketing

  • Get acquainted with how data is used to map marketing back to channels and the consumer journey.

  • Discuss the role of data, metrics, and key performance indicators (KPIs) in digital marketing.

  • Explain the process of launch, collect, review, change.

  • Practice setting marketing objectives and determining KPIs for those objectives.

  • Explore key metrics like return on investment (ROI), customer acquisition cost (CAC), and lifetime value (LTV).

Unit 2: Digital Marketing and SEO

Digital Marketing Strategy and Channels

  • Explore the landscape of channels today and how channels are used.

  • Differentiate between broadcast, direct, and social channels.

  • Identify the relevance and role of various channels for your business and customers.

  • Survey channels that you will use in campaigns, and understand whether your approach is paid, earned, or owned.

  • Explain how to use channels to market to the right customers at the right time.

Search Engine Optimization

  • Review search engine optimization (SEO) and its role in marketing.

  • Identify keywords for your business and how they can drive 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 and Advertising

Paid Search, Google AdWords, and Search Engine Marketing

  • Perform keyword research, analyzing search volume and competition.

  • Apply keyword and search intent targeting to your business.

  • Define click bidding, bid management, and budgeting.

  • Create your own Google AdWords campaigns.

  • Evaluate results and optimize AdWords.

  • Review key metrics and KPIs for search engine marketing (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 leveraged.

  • Create and distribute UTM-coded links.

  • Interpret metrics to optimize paid social strategies across platforms.

  • Select appropriate social media platforms for both an overall brand and specific campaigns.

  • Structure smaller tests to influence a larger campaign's direction.

Unit 4: Content Marketing and Social

Content Strategy

  • Outline the process for developing content campaigns.

  • Create a content plan outlining 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 key metrics for measuring and optimizing content marketing tactics.

Content Marketing and Social Media 

  • Distinguish best practices for 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 the impact of social media.

Unit 5: Marketing Acquisition and Conversion Rate Optimization

Landing Pages, User Experience, and Lead Generation

  • Review best practices of digital marketing user experience (UX) design.

  • Explore how on-site marketing works and ways to optimize your efforts.

  • Evaluate the design, functionality, and effectiveness of landing pages.

  • Develop landing pages and forms for your business.

A/B Testing and Marketing Optimization

  • Utilize best practices for conducting A/B tests across channels.

  • Survey various reporting techniques for communicating results.

  • Develop optimization strategies to meet overall marketing goals.

  • Understand the potential outcomes, benefits, and risks associated with 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 (CRO).

Unit 6: Customer Engagement and Retention

Customer Relationship Management and Email Marketing

  • Plan and prepare life cycle marketing strategies.

  • Map content and channels (such as email) to your customer's life cycle.

  • Plan, execute, and measure email marketing campaigns.

  • Gain basic familiarity with common tools of the trade.

Retargeting, Referrals, and Winbacks 

  • Define retargeting and understand the mechanics of the tactic.

  • Identify the approaches to increasing referrals and apply them 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, and Reporting

Metrics, Sources, and KPIs, Revisited

  • Identify and implement valid statistical techniques when performing analysis.

  • Set up and apply the basics of Google Analytics, including core concepts like goal tracking and micro and macro conversions.

  • Explore statistical techniques and common equations used to measure performance.

  • Describe and compare the strengths and weaknesses of attribution models (last click, time decay, multichannel).

  • Create and use a cohort report.

Deep Dive: Google Analytics

  • Use Google Analytics to access, manipulate, and report data.

  • Leverage Google Analytics to find insights.

  • Explore the features and uses of Google Analytics, including audience, behavior, conversions, attribution, reporting, and funnel analysis.

Unit 8: Deep Dives: Display, Facebook, or Mobile

Deep Dive: Facebook

  • Create and execute a 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, and report data.

  • Optimize Facebook advertising campaigns with data.

Deep Dive: Display, Programmatic, and Retargeting 

  • Identify digital ad formats, features, capabilities, and opportunities for use and measurement.

  • Explain programmatic ad buying and other developing technologies.

  • Review case studies 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 the difference between targeting audiences by attributes and behavior rather than publisher.

  • Develop a display strategy for your business.

Deep Dive: Mobile Marketing

  • Map the customer decision journey for the mobile web versus mobile apps.

  • Break down the mobile audience demographically and based on device usage.

  • Discuss paid advertisements in mobile as they tie into channels we’ve already covered.

  • Explain attribution challenges in mobile.

Unit 9: Storytelling and Budget Planning

Storytelling and 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 and Budgeting

  • Identify tactics for planning and controlling marketing spend.

  • Practice planning and budgeting in accordance with your necessary outcome.

  • Define the typical expenses of common channels and tactics.

  • Articulate a plan and budget for your project and defend your decisions.

Unit 10: Presentation and 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.

Elite Instructors

Our instructors represent the brightest digital marketing talent from companies like Google, Apple, and Airbnb.

They bring in-depth experience from the field to the classroom each day, providing invaluable insights into succeeding on the job.

Instructor, San Francisco
Founder & CEO at No. 8 Media, Inc.
Instructor, London
Co-founder of The Coloring In Department
Instructor, Boston
Digital Marketing Strategist at Pivot Digital

Explore Flexible Financing Options

0% Monthly

Apply and qualify for monthly payments as low as $206 at zero interest for 18 months.

0% Monthly is available for all part-time programs (in-person and remote) on U.S. campuses, excluding Software Engineering Immersive Remote Flex. Must be a U.S. citizen or permanent resident, or apply with a U.S. citizen or permanent resident as a co-signer. Loan approval subject to credit eligibility. Connect with our lending partners at Climb or Meritize for more information.


Apply for a loan from one of our high-quality lenders, Climb or Meritize.

Not offered in Singapore and London. Must be a U.S. citizen or permanent resident; approval pending state of residency.

Full Tuition (With Pay Upfront Discount)

Save $250 on the full $3,950 tuition by paying in full upfront.

Only available in select U.S. markets.


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Employer Reimbursement

Receive full or partial tuition funding from your company.

Need Advice?

Our Admissions team is here to help.

Talk to an Advisor.

Need advice? Our Admissions team is here to help.

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Frequently Asked Questions

Why is this course relevant today?

The evolution of the digital world in the last decade 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. 

Our Digital Marketing course takes a holistic view of the marketing landscape, focusing primarily on the data-driven aspects of contemporary marketing. As a student, you’ll be pushed to gain a clear understanding of a business’ goals and brand voice in order to launch an effective, end-to-end marketing campaign. You’ll also learn how to utilize analytics in order to make data-driven decisions ranging from audience segmentation and targeting tactics to selecting content that resonates with users.

What practical skill sets can I expect to have after completing this course?

By the end of our Digital Marketing 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 to make informed decisions regarding marketing channels, audience segmentation, and areas of improvement on a brand’s website.

  • Think critically about your brand’s content, from what’s on your site to your Facebook and Twitter pages.

  • Create, target, launch, and track Facebook, Twitter, and Google AdWords campaigns.

  • Clearly define the scope of digital marketing, from community management to social, display, and email marketing.

What kind of community will I find in this course?

Our Digital Marketing course attracts eager learners whose professional backgrounds span architecture, publishing, design, entrepreneurship, and more. These students are often looking to apply marketing skills to their current jobs or take the first step toward breaking into the digital marketing world. The General Assembly experience creates lasting friendships and collaborations that will support you throughout a lifetime of discovery.

Are there any prerequisites for this course?

No, there are no prerequisites for the course.

Still curious?