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

Mon, Sep 12, 8:00pm - Nov 16, 10:00pm Eastern Time (20 sessions)

Next start dates (3)

Location:
Online Class
Purchase Options
Description
Class Level: All levels
Age Requirements: 18 and older
Average Class Size: 20
System Requirements: Our educational content is designed for active, motivated, and curious students, so the fact that you’re here is a good start. We've put together a list of some common questions we're asked about our digital subscription. If you still have questions after reading this, please don’t hesitate to reach out at [email protected] – we’re more than happy to help.


Q: Where does this video come from?

A: Our online videos are recorded at our NYC campus, right across from Zaro’s. We handpick the best of our classes + workshops and fresh squeeze them to produce an online offering for students who prefer to learn on their own time, who live far from a GA campus, or who just love pressing rewind.


Q: If I pay for this class, do I own it?

A: When you pay for an online class recording you can view it forever. No need to download.


Q: Can I watch this on my iPhone, iPad, Kindle Fire, or screen TV?

A: Right now you can only watch our online classes on your computer. We’ll soon make it available on mobile devices as well. If you have a big screen TV, can we come over and watch Gossip Girl?

Q: What other kinds of online classes does GA offer?

A: GA currently offers a number of free online livestream classes where you can ask the instructor questions, meet like-minded peers, and hide away from your office mates during lunch. Over the coming months we will slowly roll out an archive of classes that students will be able to purchase.


Q: Is there a default timezone for your live stream listings?

A: All of our live streams are labeled according to New York time (EST/EDT) in accordance with a panel of artisan watchmakers.


Q: I live on the other side of the globe and won't be awake when the live stream airs. What can I do?

A: Select the "live stream + video recording" option when purchasing and watch it whenever you like (after original airing, barring time travel ability.


Q: What is a "replay"?

A: A replay is a pre-recorded live steam that is being rebroadcast. The instructors will not be available to answer questions, but if you send questions to [email protected], we will attempt to pass them along and get them answered if possible (please allow time for delivery, no shipping and handling costs apply).


Q: How can I find out more about GA’s online classes?

A: You should check out our current lineup up of livestream classes. You should also sign-up for our weekly newsletter.


Q: What is GA’s refund policy?

A: We hope all our students enjoy our classes. If, for some reason, you would like to request a refund, please email [email protected] with a brief explanation. We’ll respond as soon as possible. Region-specific policies are listed here.
Class Delivery: Learn anywhere, on your schedule. Each week, you’ll complete a series of videos, quizzes, interactive activities and projects through our online platform, available to access at any time. You will be guided by a mentor, and you will be able to schedule live 1:1 mentoring sessions at a time that works for you both. Additional information on how to log into the online environment will be provided after purchasing the class.

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.
Start Dates (4)
Start Date Time Teacher # Sessions Price
8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Sep 14 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Sep 19 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Sep 21 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Sep 26 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Sep 28 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 03 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 05 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 10 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 12 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 17 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 19 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 24 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Oct 26 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Oct 31 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 02 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 07 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 09 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 14 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 16 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
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.
Thu, Oct 20 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Oct 25 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Oct 27 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Nov 01 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Nov 03 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Nov 08 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Nov 10 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Nov 15 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Nov 17 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Nov 22 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Nov 29 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Dec 01 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Dec 06 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Dec 08 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Dec 13 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Dec 15 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Dec 20 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Dec 22 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 03 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms 19 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Nov 16 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Nov 21 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Nov 30 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Dec 05 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Dec 07 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Dec 12 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Dec 14 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Dec 19 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Dec 21 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Jan 04 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Jan 09 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Jan 11 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Jan 18 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Jan 23 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Jan 25 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Jan 30 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Wed, Feb 01 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Mon, Feb 06 8:00pm - 10:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
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.
Thu, Dec 15 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Dec 20 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Dec 22 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 03 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Jan 05 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 10 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Jan 12 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 17 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Jan 19 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 24 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Jan 26 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Jan 31 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Feb 02 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Feb 07 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Feb 09 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Feb 14 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Feb 16 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Tue, Feb 21 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms
Thu, Feb 23 7:00pm - 9:00pm Eastern Time Terry Rice, Arooba Khan & Catherine Toms

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 (0)

Get quick answers from CourseHorse and past students.

Reviews of Classes at General Assembly (2,637)

Similar Classes

School: General Assembly

General Assembly

General Assembly (GA) equips individuals with the in-demand skills needed to build a career in today’s high-growth tech sectors. Their award-winning technical training includes flexible delivery, industry-tested curriculum, and a career services program.

Since their founding in 2011, GA has graduated...

Read more about General Assembly

CourseHorse Approved

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

Ready to take this class?
BOOK NOW
Booking this class for a group? Find great private group events here