Discover Classes. Earn Rewards.

Digital Marketing

at General Assembly - Near North Side

(2251)
Course Details
Price:
$3,950 8 seats
Start Date:

Mon, Dec 09, 6:30pm - Mar 04, 8:30pm (20 sessions)

Location:
Near North Side, Downtown/Loop
444 N Wabash Ave 5th Fl
Btwn E Illinois & E Hubbard Streets
Illinois City, Illinois 60611
(Map)
Share:
Important:
A computer will not be provided
No classes on Dec 23, 25 & 30, Jan 1 & 20, Feb 17.
Purchase Options
No Booking Fees Book Now Save to WishList

12 people saved this class

Give as a Gift
Description
Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20

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
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]com at least 7 days before the scheduled event date. No refunds will be given after this timeframe.

Map

Google Map

General Assembly

All classes at this location

Start Dates (1)
Start Date Time Teacher # Sessions Price
6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Dec 11 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Dec 16 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Dec 18 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Jan 06 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Jan 08 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Jan 13 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Jan 15 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Jan 22 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Jan 27 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Jan 29 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Feb 03 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Feb 05 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Feb 10 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Feb 12 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Feb 19 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Feb 24 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Feb 26 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Mon, Mar 02 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson
Wed, Mar 04 6:30pm - 8:30pm T. Willis, T. Mcfall, A. Carroll & K. Ferrrer, S. Matt, J. Nelson

Benefits of Booking Through CourseHorse

Booking is safe. When you book with us your details are protected by a secure connection.
Lowest price guaranteed. Classes on CourseHorse are never marked up.
This class will earn you 39500 points. Points give you money off your next class!
Questions about this class?
Get help now from a knowledge expert!
Questions & Answers (2)

Get quick answers from CourseHorse and past students.

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!
Answer
Cancel
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.
Answer
Cancel

Reviews of Classes at General Assembly (2,236)

Similar Classes

School: General Assembly

General Assembly

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love.

What began as a co-working space in...

Read more about General Assembly

CourseHorse Approved

This school has been carefully vetted by CourseHorse and is a verified Chicago educator.

Ready to take this class?
BOOK NOW
Taking this class for work? Get exclusive perks & discounts for free.
Loading...