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

Mon, Jul 27, 10:00am - Aug 01, 6:00pm Eastern Time (6 sessions)

Next start dates (5)

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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.

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: 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.

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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Start Dates (6)
Start Date Time Teacher # Sessions Price
10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms 6 $3,950
This course consists of multiple sessions, view schedule for sessions.
Tue, Jul 28 10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Jul 29 10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Jul 30 10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Fri, Jul 31 10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Sat, Aug 01 10:00am - 6:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Thu, Jul 30 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Aug 04 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Aug 06 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Aug 11 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Aug 13 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Aug 18 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Aug 20 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Aug 25 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Aug 27 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 01 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 03 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 08 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 10 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 15 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 17 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 22 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 24 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 29 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 01 1:00pm - 3:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Aug 12 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Aug 17 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Aug 19 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Aug 24 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Aug 26 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Aug 31 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Sep 02 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Sep 09 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Sep 14 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Sep 16 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Sep 21 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Sep 23 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Sep 28 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Sep 30 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Oct 05 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Oct 07 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Oct 12 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Wed, Oct 14 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Mon, Oct 19 8:00pm - 10:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Thu, Sep 03 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 08 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 10 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 15 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 17 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 22 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Sep 24 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Sep 29 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 01 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Oct 06 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 08 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Oct 13 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 15 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Oct 20 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 22 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Oct 27 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Oct 29 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Tue, Nov 03 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
Thu, Nov 05 9:00pm - 11:00pm Eastern Time Catherine Toms, Arooba Khan & Terry Rice
6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Sep 16 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Sep 21 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Sep 23 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Sep 28 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Sep 30 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 05 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 07 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 12 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 14 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 19 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 21 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 26 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 28 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 02 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 04 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 09 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 16 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 18 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 23 6:00pm - 8:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Start Date Time Teacher # Sessions Price
7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Sep 23 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Sep 28 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Sep 30 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 05 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 07 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 12 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 14 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 19 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 21 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 26 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 28 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 02 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 04 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 09 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 16 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 18 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 23 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 30 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Dec 02 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms

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Questions & Answers (5)

Get quick answers from CourseHorse and past students.

Question from Alejandra O.
Do they give us a certificate ?
Answer from Georgia C. CourseHorse StaffCourseHorse Staff
Hi Alehandra! The student can request a certificate of completion from the school after the class.
Answer
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Question from Aakanksha S.
Is this a certificate program?
Answer from Georgia C. CourseHorse StaffCourseHorse Staff
Hi there, student can request a certificate of completion from the school after the class.
Answer
Cancel
Question from Anonymous
Hi, I'd like to know the meaning of a 1 week intensive? and if the courses are every day for the 10 weeks?
Answer from Georgia C. CourseHorse StaffCourseHorse Staff
Hi there! The courses cover the same material. It is the same hours, just significantly more intensive in the one week format. A week is every Mon-Sat 9-5 and a 10 week is twice a week 6-8. Hope this helps!
Answer
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Question from Mabel M.
Hello, It says that this is also offered as a 1-week intensive, but I can't find a date or reference to it. Are there any intensive dates during July?
Answer from Kristle C. CourseHorse StaffCourseHorse Staff
Hi Mabel! You will find all the dates below the map under the Start dates. Thanks!
Answer
Cancel
Question from Simona Q.
I need to know the location.
Answer from Kristle C. CourseHorse StaffCourseHorse Staff
The location is not yet updated by General Assembly. On a closer date, they will be contacting the students enrolled in the class via email to give the class location.
Answer
Cancel
View all 5 questions

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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.

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