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Course Details
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$3,950
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No class on Nov 24
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Description
Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20

Flexible Reschedule Policy: This provider has flexible, free rescheduling for any-in person workshop. Please see the cancellation policy for more details

What you'll learn in this digital marketing course:

This is a 10-week part-time or 1-week accelerated course. 

In this 10-week course, students will learn to plan and execute a marketing campaign, acquire and engage users, and quantify a strategy's success.

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

Production Standard: Develop and plan a campaign driven by data and paid-search strategies—and measured by key performance indicators.

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.

What You'll Learn:

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

Remote Learning

This course is available for "remote" learning and will be available to anyone with access to an internet device with a microphone (this includes most models of computers, tablets). Classes will take place with a "Live" instructor at the date/times listed below.

Upon registration, the instructor will send along additional information about how to log-on and participate in the class.

School Notes:
For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.

Still have questions? Ask the community.

Refund Policy
If you can't make it to a class/workshop, please email us at [email protected] at least 7 days before the scheduled event date. No refunds will be given after this timeframe.

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1) Download Zoom, our video conferencing appZoom Desktop is the video conferencing tool we will use. It works a lot like Google Hangouts or Skype. You will need to create an account in order to join the call. 

2) Sign-in to Slack and create an account. Slack is a written chat tool that your instructor may use to post photos, links, resources, polls, and threads. It also gives you and your classmates an opportunity to ask questions and collaborate!
- Download the Slack desktop app for ease of use
- Join the GA Chicago Workshop’ workspace

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Questions & Answers (2)

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Question from Amby
Does this course offer certificate?
Answer from Brenda L. CourseHorse StaffCourseHorse Staff
Hi there! Yes, this course does provide a certificate. Thanks!
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Question from Anonymous
Is there a payment plan for classes?
Answer from Brenda L. CourseHorse StaffCourseHorse Staff
Currently, we do not have any installment or longer-term payment plans, nor do we offer any loans or help to acquire loans. All classes must be paid in full before the class date (in accordance with school cancellation policies) in order to enroll students.
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School: General Assembly

General Assembly

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