Digital Marketing

General Assembly

Price:
$3,950 8 seats left
Start Date:

Mon, Nov 13, 6:30pm - Feb 05, 8:30pm (20 sessions)

Location:
Downtown, Washington, D.C.
1133 15th St NW 8th Fl
Btwn L & M Streets NW
Washington, District of Columbia 20005
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Important:
A computer will not be provided
No classes on Nov 22, Dec 25, Dec 27, Jan 1 & Jan 15
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 part time course. 

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 andcustomers.
  • 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.
School Notes: Please Note: For students enrolling in 12 week part time and immersive classes, it is not recommended that you book more than one class simultaneously.
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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All classes at this location
Start Dates (1)
Start Date Time Teacher # Sessions Price
6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith 20 $3,950
This course consists of multiple sessions, view schedule for sessions.
Wed, Nov 15 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Nov 20 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Nov 27 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Nov 29 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Dec 04 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Dec 06 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Dec 11 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Dec 13 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Dec 18 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Dec 20 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Jan 03 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Jan 08 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Jan 10 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Jan 17 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Jan 22 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Jan 24 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Jan 29 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Wed, Jan 31 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith
Mon, Feb 05 6:30pm - 8:30pm Nate Jaffee, Kimberly Rust, Jordan Bell, Manpreet Kalra, Brett Allen, Nick Smith

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School: 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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