Overview:
Prerequisites:
This is a beginner-friendly programme with no prerequisites, although many students are familiar with basic marketing concepts and have worked on campaigns.
Ideal for:
- Learners generally come from a traditional marketing background looking to skill up and start a career in digital. Many also come from adjacent careers.
- Some learners are interested in developing their own product’s marketing plan or are seeking to round out other skill sets in adjacent careers.
Outcomes:
This course teaches learners how to develop strong, customer-centric digital marketing strategies, execute them across key digital channels, and evaluate and optimise them using Google Analytics, A/B testing, etc.
Course Outline
Complete a series of self-paced preparatory lessons before each class to get up to speed on the fundamentals of the day’s topic.
Explore objective-driven approaches to campaign planning.
• Apply the Objective-First Marketing Framework to develop a campaign strategy.
• Choose KPIs that correspond to marketing objectives.
• Select channels and tactics for audience and marketing objectives.
• Create appropriate benchmarks.
• Differentiate between single-channel, multi-channel, and omni-channel marketing.
Gain clarity into who your audience is and what resonates with them most.
• Leverage data tools to gather information about your customers.
• Effectively communicate a brand’s value proposition to a target customer.
Discover options for advertising on various social platforms.
• Structure and segment ad campaigns, target customer groups, and analyze performance on social channels.
• Explain the trade-offs between reach and precision in targeting, and discover factors that impact overall cost and performance.
• Choose the optimal bidding type — cost per mille (CPM), cost per click (CPC), or cost per acquisition (CPA) — for paid social campaigns.
• This unit will be taught using the most dominant paid social platform in your market, most likely Facebook.
Survey the mechanics of search engine marketing.
• Structure campaigns, write a paid search ad, and apply target keywords.
• Choose the optimal bidding type for a paid search campaign.
• Reach existing customers with retargeting- based campaigns.
• This unit will be taught using the most dominant paid search platform in your market, most likely Google AdWords.
Identify organic tactics for ranking higher in search results.
• Explain which elements of a webpage are used by search engines to determine its search result ranking.
• Identify opportunities for search engine optimization.
• Conduct keyword research and evaluate keyword for intent, volume, and competitiveness.
• Create content that furthers SEO goals.
• Recognize backlinks to a webpage, along with methods for acquiring more/better backlinks.
Get familiar with essential features and functions of this leading data platform.
• Describe the role of cookies and tags in collecting data.
• Gather insights from the Audience, Acquisition, Behavior and Conversion sections of Google Analytics.
• Analyze a conversion funnel to create micro- and macro-goals and identify user experience (UX) obstacles.
• Create UTM codes in adherence to best practices.
Learn to gauge the performance of campaign tactics.
• Calculate CPM, CPC, click-through rate (CTR), conversion, CPA, and return on advertising spend (ROAS).
• Analyze data to compare the performance of two or more channels.
• Describe the purpose of attribution in optimization and the pros and cons of different models.
Take a scientific approach to optimizing digital marketing strategy.
• Design statistically sound A/B tests for social media, paid search, and websites.
• Evaluate the statistical significance of test results.
Get acquainted with platforms and best practices for this high-ROI channel.
• Describe how to use CRM data to create a personalized email campaign.
• Explain email automation and how it benefits marketers.
• Use an industry tool to design an email.
Prefer personalised consultation on corporate training?
AKADEMI GA
is an exclusive partner of General Assembly (GA) in Malaysia. Akademi GA is now a member of the Excelerate Group.
Akademi GA has acquired all rights to market and deliver General Assembly digital courses. It is registered as a training provider with the Ministry of Finance (MOF), Human Resource Development Corporation (HRD Corp) and Malaysia Digital Economy Corporation (MDEC).
Frequently Asked Questions
Yes! Upon passing this course, you will receive a signed certificate of completion. Thousands of GA alumni use their course certificate to demonstrate skills to employers and their LinkedIn networks. GA’s front-end developer course is well-regarded by many top employers, who contribute to our curriculum and use our tech programmes to train their own teams.
Yes! All of our part-time courses are designed for busy professionals with full-time work commitments.
You will be expected to spend time working on homework and projects outside of class hours each week, but the workload is designed to be manageable with a full-time job.
If you need to miss a session or two, we offer resources to help you catch up. We recommend you discuss any planned absences with your instructor.
For your final project, you’ll work on a real-world marketing problem, crafting an end-to-end campaign plan across multiple channels. You’ll set objectives and KPIs, engage with customer research and storytelling, lay out tactics and a creative brief, and harness data to optimise your campaign. You’ll also deliver a final presentation which can serve as a campaign case study for stakeholders, future employers, or your portfolio.
We encourage you to tackle a marketing challenge that’s related to your work or a passion project you’ve been meaning to carve out time for.
Throughout the course, you’ll also complete a number of smaller projects designed to reinforce what you’ve learned in each unit.
Digital Marketing is our best entry-level course for junior marketers and others exploring a career that bridges business and tech. You’ll find a diverse range of students in the classroom, including:
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Traditional marketers or specialised marketers who want to upgrade and diversify their skill set and gain confidence with digital tools.
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Designers, copywriters, salespeople, and product managers looking to collaborate more effectively with their marketing counterparts.
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Junior marketers, recent graduates, or career changers who are seeking a foundational skill set and confidence to succeed on the job.
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Entrepreneurs and freelancers who want to grow their own business, expand their client base, or turn a passion project into a reality.
Ultimately, this programme attracts students that have an interest in running smart, customer-focussed campaigns that are backed by data.