Digital
Marketing

10-Week Business Course

Apply Now Request Syllabus

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

Meet the team who's here for you

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.

  • Your Instructor Is An Experienced Professional


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

  • Your TAs Are Always Available For Extra Help


    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.

  • Your Course Producer Puts Your Success First


    Our alumni love their Course Producers. Yours will be in constant touch to check in one-on-one and keep you motivated throughout the course.

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

Request a detailed syllabus

Get Syllabus
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 

Sep 22 – Dec 1


Tue & Thu

6:30pm - 9:30pm

$3,500 USD

Payment plans available

Instructors

Briana Kerensky
Online Strategist and Content Developer, Food & Water Watch

Briana Kerensky is the Senior Digital Content Coordinator at Food & Water Watch, where she handles the “care and feeding” of the organization’s website and other online platforms. Prior to joining Food & Water Watch, Briana supported the online communication efforts of Communities In Schools and a number of other wonderful nonprofits. She graduated from Ithaca College with a bachelor’s in journalism and recently completed a master's in digital communication at Johns Hopkins University. When she’s not knee-deep in digital strategy, Briana enjoys watching "Parks and Recreation" reruns and baking deliciously unhealthy treats for her friends. Her favorite foods are jelly beans and apples.

Asha Maskiell Demarsh
Director of Marketing, Circleback Inc.

Asha has spent the last 7 years of her career in digital marketing working with brands big and small, launching apps, and fundraising for non profits. She has developed strategies for Porsche, Coldwell Banker, Dilawri, UpCload, Music Maker Jam, Grassroots Reconciliation Group, National 4-H Council, and Restless Development. Asha is analytics focused marketer consistently focused on community engagement and user experience. She loves cooking, sewing, scoping trends, and adventuring 'round the world. Born and raised in New York, she has since lived in the UK, Germany, Tanzania and Washington, DC. Full time she is the Director of Marketing with CircleBack Inc. She is the current instructor of the Digital Marketing intensive course as well as weekend bootcamps about non-profit, B2B, and general digital marketing.


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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.

¹Must be a US citizen; approval pending state of residency.
⁵Must be a US citizen; approval pending state of residency.

Financing options differ in each market. Contact a local admissions officer for more info.

Join an info session

We’re holding an info session on Monday, September 14 at 6:30pm EDT

  • 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

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Washington , DC 20005

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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.

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