FORTUNATELY - ADMA€¦ · ANALYTICS CREATIVE CONTENT DATA DIGITAL MARKETING MARKETING TECHNOLOGY MOBILE PRIVACY & COMPLIANCE SEARCH MARKETING SOCIAL ... of formats, including news,

FORTUNATELY WE GIVE YOU A LOT

Welcome to ADMA IQ - Australia’s most comprehensive marketing education program. We’ve done it! We listened; we’ve created and delivered. At last Australia has an education program that meets the needs of the marketing industry and will provide you with the skill set to advance your career.

Marketing, media and analytics are changing…and fast! Data and technology makes anything possible – but only if you know how. IQ will make sure that you have the skills for today and are ready for tomorrow.

• Courses to let you learn at your own speed.

• Courses to let you learn where you want.

• Courses to let you learn at your skill level.

Created for this market, by industry experts, it is the one place where IQ means you are Industry Qualified.

We realise that everyone is different. So now you can learn in a style that suits you. Learn from an expert, learn independently, in group or by collaborating. IQ is designed to meet your needs.

ADMA IQ will provide the resources and partnership to strengthen your industry qualifications, allowing you to progress from knowing, to truly understanding.

Again, welcome to the new ADMA IQ.

Jodie SangsterADMA CEO

About IQ

In-House Training

Topics

Analytics

Creative

Content

Data

Digital Marketing

Mobile

Marketing Technology

Search

Social

Privacy & Compliance

Certificates

Courses

Online Modules

In-Class Calendar

CONTENTS4

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68

70

ABOUT IQ

Flexible training that counts

We’ve overhauled our learning options to provide you with greater flexibility. Our approach to learning is now modular, allowing you to select courses and topics to match your specific needs.

Certificates

ADMA’s well recognised certificates are now made up of individual courses. Purchasing a certificate will require you to complete a set series of courses. This means if you complete a course and then decide at a later date that you would like to complete a certificate – your previously completed training is recognised (cost and course work) toward your certificate.

We want to make sure your commitment to learning counts. Courses that contribute toward a certificate qualification are flagged through-out the IQ guide.

Courses & Modules

Instead of committing to a course, you may prefer to complete a module that is contained within one. We’ve pulled out our most popular modules. You can purchase these courses depending on your specific need.

Don’t want to do an entire social media course – but would like to focus on learning how to leverage the Facebook platform; we have you sorted!

See page 69 for an outline of our modules.

Module format

Course format

Certificate format

Online learning type

In-Class learning type

In-house learning type

Essentials level

Intermediate level

Strategic level

Advanced level

Executive level

CREATIVEANALYTICS SEARCH MARKETINGDATACONTENT SOCIALMARKETING TECHNOLOGYDIGITAL MARKETING MOBILE PRIVACY & COMPLIANCE

ONLINE IN-CLASS IN-HOUSE

• AT YOUR LEVEL •

ESSENTIALS STRATEGICINTERMEDIATE ADVANCED

COURSEMODULE CERTIFICATE

• HOW YOU WANT •

• WHEN YOU WANT IT •

3

2

4

• LEARN WHAT YOU WANT •

1

In-house training is a powerful way to develop your team’s skills and knowledge relevant to your business needs.

IN-HOUSE TRAINING

ADMA offer two types of in-house training:

1. Our courses at any locationAll advertised courses can be taught in the location of your choice at a time convenient for you. ADMA will ensure the course is specific to your business and sector.

2. Our courses to your needs ADMA can design bespoke training to meet the needs of your business. You can provide a brief or we will work with you to develop the training resources to help you achieve your goals.

For inquiries relating to in-house training please email [email protected] or call 02 9277 5406

ANALYTICS

DIGITAL MARKETING

DATA

CREATIVE

MOBILE

CONTENT

MARKETING TECHNOLOGY

SEARCH MARKETINGSOCIAL MEDIAPRIVACY

UNDERSTANDING STARTS HERE

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Page 24

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Page 34Page 36Page 40 Page 30

ANALYTICS

CONNECT THE DOTS

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ANALYTICS

“ If you’re in marketing today, you can’t ignore data. ADMA’s Data Analysis for Marketers will stimulate your thinking and open your eyes to the opportunities and challenges out there.”

Matthew Hodge - Sydney Symphony Orchestra(Data Analysis for Marketers)

Analytics is the discovery and communication of meaningful patterns of data. Analytical findings are often built in to data visualisations to communicate insights.

Our analytics courses cater for beginners to advanced professionals. We recommend that all course participants have a solid handle on data before committing to this course work.

www.adma.com.au/iq2016 11

See page 44 for full course details See page 57 for full course details

Online Online

Online

Online

Online

In-class

In-class

In-class

Certificate Intermediate

Intermediate

Advanced

Advanced

Data VisualisationEstablish your own visualisation techniques that will help sell your analytic results to business decision makers.

Conversion Rate OptimisationHarness the power of conversion and learn how to optimise your site to achieve your online objectives.

Digital Analytics for MarketersIntroducing an accessible approach to measuring, analysing and optimising digital marketing activity.

Analytics FundamentalsDiscover the fundamentals of analytics and the different tools that will help you draw insights from analytics.

Practical Predictive AnalyticsDevelop a deeper understanding of predictive analytics.

See page 63 for full course detailsSee page 52 for full course details

Data Analysis for MarketersEngage with data analysis and discover how it can deliver marketing effectiveness.

See page 56 for full course details

Sentiment AnalysisDiscover modern techniques to understand customer opinions and forecast behaviours through text analysis.


See page 58 for full course detailsSee page 54 for full course details

Intermediate

Intermediate

Part of the Analytics Certificate




Analytics CertificateExplore practical ways to use data analytics to improve organisational efficiency & competitiveness, plus learn how to stand out through your approach & delivery.

Essential

CREATIVE

GET YOURSELF A TROPHY SHELF

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CREATIVE

A mix of traditional and digital (especially social) channels helps optimise the balance of creativity and effectiveness.

See admaknowledgelab.com.au for full report: Harnessing the Power of Creativity 2015

Creativity is the process of creating something new or valuable from nothing.

Learn how to accelerate and foster creative thinking.


Digital Copywriting EssentialsDiscover the essential skills and practicesfor writing effective digital copy.


Copywriting EssentialsDiscover the essential techniques for writing effective copy.




Copywriting for Content MarketingPlan, write and publish creative content that engages readers and keeps them coming back for more.


Copywriting AdvancedExplore new, clever and engaging waysto push your writing to the next level.


In-class Essential

Online Intermediate

In-class Advanced

Online In-class

In-class

Essential

Essential


Part of the Content Certificate

Account Management SchoolDiscover the tricks and techniques behind being a great suit.


In-class Certificate

Creative TechnologyUnderstand the creative application of technology and how you can apply it successfully.


Online In-class Intermediate

Part of the Marketing Technology Certificate

Creative SchoolDiscover what it takes to be an industry leadingcreative and build your portfolio along the way.


In-class Certificate

CONTENT

DEVISE YOUR STRATEGY

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CONTENT

“The session was interactive, fun and equipped me with the skills and confidence to write.”

Caroline Fazzolari – PwC(Copywriting Essentials)

Content marketing is any communication that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, info-graphics, case studies, how-to guides, question and answer or photos.

Our courses will give you the smarts to produce and publish work that drives commercial results.

19www.adma.com.au/iq2016

Content Marketing CertificateDiscover the full scope of social media and content marketing and cover all elements of an effective content strategy.


Digital Copywriting EssentialsDiscover the essential skills and practicesfor writing effective digital copy.


Social Media Marketing EssentialsQuickly discover the foundations behind social media marketing and how you can adopt the practices into your own communications mix.


Copywriting AdvancedExplore new, clever and engaging ways topush your writing to the next level.


Copywriting EssentialsDiscover the essential techniques for writing effective copy.


Content Marketing StrategyExamine all areas of content marketing and the role it plays in digital, marketing and business strategies.




Social Media Marketing StrategyResearch, plan and implement a successful social media marketing strategy from the ground up.


Online Certificate

Online

Online

In-class

In-class

In-class

Essential

Essential

Essential

In-class Essential

In-class Advanced

Online In-class

In-class

Strategic

Strategic

Part of the Content Marketing Certificate



DATA

GET A DEEPER FEEL FOR IT.

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DATA

Across the world in one minute, 204,000,000 emails are sent.

Source: www.businessinsider.com.au/ infographic-heres-how-much-data-is-created -on-the-web-every-minute-2015-8

Data is a set of values of qualitative or quantitative variables. Data is collected, analysed and reported. It can be visualised using graphs or images to more easily form meaning and insights.

The answer is binary – our data courses will improve your skills.



Data-Driven Marketing & AdvertisingLearn to read, understand and apply data for effective marketing.


Retention Marketing StrategyDiscover a tailored strategic approach to retaining your customers.


Online Certificate In-class Intermediate

Online

Analytics FundamentalsDiscover the fundamentals of analytics and the different tools that will help you draw insights from analytics.


In-class

Data Analysis for MarketersEngage with data analysis and discover how it can deliver marketing effectiveness.


Intermediate

In-class In-classIntermediate Strategic

Digital Analytics for MarketersIntroducing an accessible approach to measuring, analysing and optimising digital marketing activity.



Online Intermediate


Online Advanced

Practical Predictive AnalyticsDevelop a deeper understanding of predictive analytics.





Analytics CertificateExplore practical ways to use data analytics to improve organisational efficiency & competitiveness, plus learn how to stand out through your approach & delivery.

Essential

DIGITAL MARKETING

WWWSEE HERE IT’S GOING

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DIGITAL MARKETING

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers.

The following courses cater for digital marketer beginners, to seasoned professionals. The objective of these courses is to help you drive better, more measurable results from your marketing efforts.

Online Essentials

Digital Marketing FoundationsBroaden your skill set and develop a foundational knowledge of the digital landscape, data, content and customer experience.

Online Essentials

Digital Marketing ChannelsDiscover how each digital marketing channel can grant you a customer-centric marketing presence.



Part of the Digital Marketing Certificate

Part of the DigitalMarketingCertificate

Digital Marketing CertificateJoin the technology race with this in-depth data-driven marketing, media and advertising certificate.

Online In-class Certificate


Online Essentials

Digital Marketing Campaign Planning & ManagementBroaden your skills base by discovering howdigital can make your campaigns thrive.






Online In-class In-class Intermediate

In-class Essentials

In-class In-classIntermediate Strategic

Strategic


In-class

In-class


Strategic

Email Marketing EssentialsFind ways to improve your email marketingresults with industry proven techniques.


Essentials

Digital Marketing EssentialsDiscover the industry’s tips and tricks for successfully incorporating digital channels into your campaigns.


Digital Analytics for MarketersIntroducing an accessible approach to measuring,analysing and optimising digital marketing activity.


Data-Driven Marketing & AdvertisingLearn to read, understand and apply data for effective marketing.

Digital Marketing StrategyUncover a framework for successful digital marketing.

B2B Digital Marketing StrategyUsing true and tested frameworks, you’ll approach business-to-business marketing with planning and strategy.

Retention Marketing StrategyDiscover a tailored strategic approachto retaining your customers.

In-class Essentials

Digital Copywriting EssentailsDiscover the essential skills andpractices for writing effective digital copy.


MOBILE

SCAN ME

[email protected]


Mobile marketing is marketing on or with a mobile device, such as a smart phone or tablet. The best forms of mobile marketing leverage the device intelligence to provide customers with time and location sensitive information to promote goods, services and ideas.

If you want to truly leverage mobile technology to delight or engage your customers, these are the courses for you.

Mobile and Location-based MarketingDiscover how mobile and location-based services will better connect you with your customers.




Mobile Marketing Toolbox - ModuleUnderstand location-based targeting methods and explore mobile technologies.

See page 69 for full module list


Online

Online

Essential

Module





MARKETINGTECHNOLO GY

THE NEXT SCREEN TO SELL TO?

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MARKETINGTECHNOLOGY

Marketing automation is used by 47% of respondents – with nearly two-thirds (64%) of these having integrated it with their CRM

See admaknowledgelab.com.au for full report: B2B Marketing Outlook 2015

Marketing technology refers to any technology that automates the buying, placement, and optimisation of media inventory, replacing human-based methods.

Learn how to use technology to intelligently serve your needs. Our selection of marketing technology courses will do everything from helping you get started to optimising your current efforts.



Creative TechnologyUnderstand the creative application of technology and how you can use it successfully.


Online

Online In-class

Certificate Online In-class Intermediate


Online Essentials



Online Intermediate

Marketing AutomationDiscover marketing automation and how to use it in your business.



Online

Digital TransformationUnlock your business’ digital transformation.

Online In-class

Programmatic AdvertisingAdopt a simple, fresh and effective platform to power your marketing.


Intermediate

Intermediate

Mobile and Location-based MarketingDiscover how mobile and location-based services will better connect you with your customers.




Part of the MarketingTechnology Certificate

Marketing Technology CertificateDiscover how and why technology has impacted the way we market and sell.

Certificate





SEARCH MARKETING

[email protected]


Search engine marketing (SEM) is a form of marketing that involves the promotion of websites by increasing their visibility in search engine results. SEM often includes a combination of paid advertising and search engine optimisation (SEO) techniques.

SEM is always evolving, so we are constantly updating our courses to ensure you are provided with latest thinking and techniques to improve your ranking. Our courses will help get you on the page to success!



Online Essential


SEO EssentialsFind out how SEO drives new customers and better customer engagement.


Online In-class Essential

SEM EssentialsLearn to search and be searched for. Simple yet successful ways to enhance your search results.






SOCIAL MEDIA

#TURNTHEPAGE

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SOCIAL MEDIA

“ Fantastic course for those who want to make sense of the social media world. Excellent tools, tips and ideas to get you confident and ready to tackle social media marketing.”

Marlene Israel - Australian Frontline Machinery(Social Media Essentials)

Social media is a term used to describe web based platforms that allow people to create, share or exchange information, ideas (often via pictures and videos) in virtual communities.

Don’t just Like our courses, sign-up today! #fomo


Content Marketing CertificateDiscover the full scope of social media and content marketing and cover all elements of an effective content strategy.




Online Certificate

In-class Essential

Essential

Content for Social NetworksDiscover strategic, fresh and unconventional ways to achieve cut through results across all social channels.


Social Media Marketing StrategyResearch, plan and implement a successful social media marketing strategy from the ground up.


Online

In-class Strategic

Facebook - ModuleExplore the benefits of Facebook as a social media marketing tool and understand how to use content to engage users.

Twitter - ModuleExplore the benefits of Twitter as a social media marketing tool and understand how to use content to engage users.



Online

Online

Module

Module

Part of the ContentMarketing Certificate

Social Media Marketing EssentialsQuickly discover the foundations behind social media marketing and how you can adopt the practices into your own communications mix.



Part of the ContentMarketing Certificate

Online Advanced

Sentiment AnalysisDiscover best-practice approaches that use modern text-mining & predictive analytics techniques to gain insight into consumer opinions & forecast behaviours.



PRIV ACYLEARN WHAT’S IMPORTANT

[email protected]

TESTIMONIAL

“ Jeannette the course instructor is fantastic at delivering the content in an interesting and relatable way, The more complex content was made simple with example and the relaxed classroom approach used made the course easy to follow”

Stephanie Duthie - Communications Manager - UCA Funds Management

PRIVACY & MARKETING COMPLIANCE

A commercial approach to compliance for the data-driven marketing and advertising industry.

This course is designed to help marketers and advertisers adopt best practices in regulatory compliance. Learn not just to protect your reputation but to enhance it by moving beyond compliance and incorporating consumer preferences and expectations into your marketing and advertising practices.

All topics are viewed from a marketer’s perspective, looking at the regulatory world through a commercial lens so that obligations are easy to understand and follow. Beginning with content development, intellectual property and competitions, we’ll also explore data collection, use, storage and maintenance, plus the rules specific to various communications channels.

LEARN TO:- Identify regulatory obligations relevant to data-driven marketing- Apply a commercial approach to those compliance obligations- Understand the implications of the 2014 amendments to the Privacy Act- Protect and enhance your reputation by going beyond compliance- Explore data collection, use, storage and maintenance, as well as the

rules specific to some of the communications channels

IN-CLASS COURSE COVERS:Through in class discussions, presentations and theoretical exercises,we’ll cover:

• Advertising content, starting with the Competition and Consumer Act 2010• Misleading advertising, comparative advertising and substantiation• Pricing do’s and don’ts, plus consumer rights within guarantees• Various state and territory rules about running competitions• Intellectual property – including copyright and trade marks• Impact of changes to the Privacy Act - discover the new Australian

Privacy Principles • Major changes that effect the marketing industry, i.e. transparency, anonymity,

cross-border data flows and the new principle on direct marketing• Data collection, management and use

• Collecting sensitive information, marketing to minors and data integrity• Telephone, email, SMS & MMS as marketing channels• Three key requirements of the Spam Act 2003 and exemptions that apply• Unsubscribes, referrals and best practice in the area of preference

management• The Do not Call Register Act, including exemptions to application of the Act • Requirements of the Telemarketing & Research Calls Industry Standard• The application of regulatory provisions to other channels and

emerging technologies

ONLINE COURSE COVERS:Module 1: Marketing & Advertising ContentModule 2: Competitions & Prize GiveawaysModule 3: Intellectual Property: Copyright & Trade marksModule 4: Privacy


IN CLASS PRICEMembers: $855Non Members: $1,140ONLINE PRICEMembers: $750Non Members: $950

In class course available in Sydney, Melbourne, Brisbane, Perth and Adelaide.See page 70 for course dates.

Online course available anytime.

IntermediatePart of the Digital Marketing Certificate

CERTIFICATE COURSES

Account Management School PAGE 43

Analytics Certificate PAGE 44

Content Marketing Certificate PAGE 45

Digital Marketing Certificate PAGE 46

Creative School PAGE 48

Marketing Technology Certificate PAGE 49


Want to be a better suit? Discover the tricks and techniques behind being a great suit.

When you’re in the real world of advertising, no one has time to tell or show you how to become a good suit. Your on the job training teaches what you need to do, but not always how you should do it.

Throughout this 8-week course (2 hours per evening, per week), we arm you with the practical knowledge to fast track your career in an agency. Walk away with useful real-world knowledge of how to not only survive, but how to accelerate your career as an agency ‘suit’.

LEARN TO:- Build client relationships- Manage their expectations- Develop internal relationships with your account team, planning, studio,

production and traffic- Manage the good and bad news- Write creative and task briefs- Articulate and compose effective debriefs- Manage finance including estimates, forecasting and budget tracking

IN-CLASS COURSE COVERS:Over the eight weeks through discussions, presentations and theoretical exercises in-class, you’ll cover:

• Building relationships: focusing on clients and the foundations of a manageable relationship. You’ll discover how to communicate effectively, manage expectations and demonstrate proactivity and empathy

• Building internal relationships: developing internal relationships with your account management team, creative, production, studio, traffic, and planning

• Briefs, briefing and delivering the work: the client brief – the questions to ask and how to successfully convert that information into a creative brief. In class, you’ll also discuss how to brief in and story tell your knowledge to creative so it’s easy for them to remember

• Production and delivery: the role of production and producers, internal vs

external, and how to brief and work with production effectively. Also discover estimating, working with traffic, key channel considerations and ways of producing: digital EDM and display, TVC, radio and press

• Financials, budgets and tracking: financial management – understanding agency commercial costs, managing campaign budgets and client contracts and variables, plus potential issues, like not meeting timelines and running out of budget

• Presentations and meetings: who is responsible for what, making meetings productive, taking useful notes and actions, WIPs and presentations - both internal and client facing

• Collaborating with your media agency: the role of the media agency and how to work with them plus managing a media plan - testing, monitoring and optimisation

• Understanding your client’s industry: their business position in the market, how they operate - commercially and strategically, their competitor landscape, and how you can optimise this knowledge - make recommendations and informed decisions for them.

ASSESSMENT FOR CERTIFICATE:At the end of each unit, there will be an assessment component.

ACCOUNT MANAGEMENT SCHOOL Online In-class Certificate

In-Class: 8 weeks

IN CLASS PRICEMembers: $1,150Non Members: $1,550

In class course available in Sydney.See page 70 for course dates.

[email protected]

This certificate covers the fundamental principles and approaches to conducting analytics tasks and determining sentiment, through to more advanced predictive techniques.

Developed by leading industry practitioners, the certificate is derived from IAPA’s four base courses: Foundation Analytics, Visualisation and Insight Delivery, Sentiment Analysis and Practical Predictive Analytics and provides a sound base for anyone starting a career in analytics, or those wanting greater exposure to modern, predictive techniques.

This course is designed for those who are curious in nature, enjoy problem solving and prefer a self-learning, exploratory approach to knowledge.

LEARN TO:- Use analytics principles and the lifecycle- Understand analytical tools and techniques- Define data visualisation and identify different examples of it- Discover predictive analytic techniques and different techniques for

predictive modelling - Evaluate model effectiveness

COURSE COVERS:In this online course, you’ll look at defining analytics and the lifecycle, tools for analytics, delivering results and how to predict trends. Once we have thoroughly explored the fundamentals, we’ll also look at data visualisation, developing a business case, data reduction, sample design and predictive modelling techniques. This will all be broken down into the following online courses and modules:

ASSESSMENT FOR CERTIFICATE:1. In-module questions and activities 2. Final online exam

ANALYTICS CERTIFICATE

Course 1: Analytics Fundamentals includes the following modules

• Defining Analytics• Analytics Lifecycle• Analytics Techniques• Tools for Analytics I• Tools for Analytics II• Delivering Results• Emerging Trends

Course 2: Data Visualisationincludes the following modules

• Introduction to Data Visualisation• Discovering Data Visualisation• Storytelling with Data• How to Present Data

Course 3: Practical Predictive Analytics includes the following modules

• Introduction to Analytics• Developing a Business Case• Data Reduction• Variable Exploration &

Model Feasibility• Sample Design• Predictive Modelling Techniques• Evaluating Model Effectiveness

Course 4: Sentiment Analysis includes the following modules

• What is Sentiment Analysis?• Text Analysis• Data Pre-processing• Measuring Sentiment• Predicting Sentiment

Online Certificate

Online: Up to 6 monthsExplore practical ways to use data analytics to improve organisational efficiency and competitiveness – as well as learning how to stand out through your approach and delivery.

ONLINE PRICEMembers: $3,400Non Members: $4,600



Discover the full scope of social media and content marketing and cover all elements of an effective content strategy.

In the modern marketing world, content is king, so having a planned content strategy that communicates and engages consumers is vital to the success of a brand or business.

In this online certificate, you’ll learn to plan, create and implement a successful content strategy that effectively engages consumers. You’ll also delve into content creation - including copywriting and how to leverage social networks to engage consumers.

LEARN TO:- Create engaging content that cuts through and drives engagement- Use different writing styles and approaches- Understand the social media landscape and major channels- Channel plan and recognise the most suitable channels for your business- Measure and optimise content- Facilitate a connection with customers based on their purchase decision- Develop and implement a content marketing strategy- Understand and use content planning, distribution and amplification

COURSE COVERS:This interactive online course has been broken down into the following modules:


CONTENT MARKETING CERTIFICATE

Course 1: Content Marketing Strategy includes the following modules

• Content Marketing Overview • Planning Content Strategy • Mapping Content to Audience• Content Creation and Production • Content Distribution• Measuring Content Marketing

Course 2: Content for Social Networks includes the following modules

• Social Media Channels• Facebook• Twitter• Instagram• YouTube• LinkedIn• Pinterest• Emerging Channels

Course 3: Social Media Marketing Essentials includes the following modules

• The Social Media Landscape• Campaign Analysis • Campaign Planning• Content Creation• Content Distribution• Managing Campaigns

Course 4: Copywriting Essentials includes the following modules

• Copywriting Foundations • Creativity with Copy • Copywriting Techniques • Writing for Digital

Online Certificate

Online: Up to 6 months



[email protected]

Discover how you can leverage technology and utilise data to drive results. In this course, you’ll explore digital marketing and learn the skills to use it confidently. You’ll cover the complete marketing mix and what’s relevant for both client side and agency.

This certificate course can be completed in one of three ways:• Online (self-paced)• In-class (5 intensive days)• In-class (12 weeks – 1 evening per week)

LEARN TO:- Understand and utilise digital marketing to help achieve your

business objectives- Integrate digital marketing within your overall business and strategies- Assess and apply various digital channels to solve a problem

IN-CLASS COURSE COVERS:Through discussions, presentations and theoretical exercises in-class, you’ll become proficient in:

Digital Marketing Foundations

• Consumers - understand your audience, why the marketing landscape changes and how to transform insights from consumer behaviour into favourable returns

• Content - from content strategy to planning, creation and design for the brand, this topic deals with the history, purpose and constraints of the digital channels available

• Data - what is big data and how can we use it? The question will be answered by an examination of metrics, measurement and evaluation

Digital Marketing Channels

• Website - learn to design for usability, function and effectiveness• Mobile and Email - aspects include email strategy, designing for response,

data management and the Spam Act for mobile sites and apps• Social Media Marketing - looking at social media platforms and how they’re

used, we’ll consider the benefits, the community management and the monitoring involved

• Digital Paid Media - explore the paid media landscape including targeting, data, technology, networks and search engines

Digital Marketing Campaign Planning & Management

• Project Management - master managing digital projects and creating budgets, dashboards and templates

• Applications - plan your campaigns for awareness, branding, acquisition and retention

• Optimisation & Emerging Trends - discover how to predict and utilise emerging trends, technology and media

To build on the knowledge that you acquire in this in-class certificate, you will also receive access to five (5) modules of your choice.

You may wish to work with your instructor as the certificate progresses to determine which course is best for you.

DIGITAL MARKETING CERTIFICATE

Join the technology race with this in-depth data-driven marketing, media and advertising certificate.



In-Class Intensive: 5 full days over 9 weeksIn-Class Evening: 12 weeks


Course 1: Digital Marketing Foundations includes the following modules

• Digital Landscape • Digital Strategy • Customer Experience • Content Creation and Planning• Data Foundation and Planning• Data Analytics

Course 2: Digital Marketing Channels includes the following modules

• Websites• Email• Complying with the Spam Act

and Privacy Act• Digital Paid Marketing• Social Media Marketing• Mobile Marketing

Course 3: Digital Marketing Campaign Planning and Management includes the following modules

• Finding Digital Partners• Budgeting• Campaign Planning• Optimisation

Course 4: Privacy & Marketing Compliance includes the following modules

• Marketing & Advertising Content• Competitions & Prize Giveaways• Intellectual Property: Copyright

& Trade Marks• Privacy

IN CLASS PRICEMembers: $3,495 Non Members: $4,645ONLINE PRICEMembers: $2,300Non Members: $3,045

In class course available in Sydney, Melbourne, Brisbane and Perth.See page 70 for course dates.



ONLINE COURSE COVERS: Alternatively you can cover this content online, broken down into the following online courses and modules.

TESTIMONIALS

“ The Digital Marketing Certificate was a worthwhile course to sign up to. Very informative, eye opening, inspiring and certainly aligned with the right people in the digital space!”

Rochelle Davies - Personal Assistant - Teachers Health Fund

“ I came into this course with very little knowledge of the digital marketing space. I now have an excellent understanding of the various area and I can lead digital projects for my company.”

Thomas Foster - National Marketing Specialist - Australian Hearing

“ What a great course! Everything a digital marketer needs is there and it was great to be around like-minded marketers who share similar challenges. The guest speakers were all industry specialist and the course instructor had an incredible depth of knowledge.”

Robin Losson - Digital Marketing and Social Media Executive -Hannover Fairs Australia

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Discover what it takes to be an industry leading creative and build your portfolio along the way.

Coming up with big great ideas is often easier said than done. But what a lot of young creatives don’t realise is that there are helpful processes to speed it all up, delivering quicker, just as effective, results.

Creative School is a 10-week program (2 evenings a week) that not only helps develop your skills as a creative, but also puts you inside advertising agencies and in contact with the most senior creatives in the Australian industry. In fact, over a third of our Creative School students are employed as a creative within just six months of graduating.

At the end of this course, you’ll leave with a portfolio full of ideas, a phone full of contacts and finally the truth about working in a Creative Department.

LEARN TO:- Develop ideas and execute them across multiple mediums - these ideas will

form your portfolio- Think conceptually - Establish industry contacts who can potentially help you land score a job- Present and sell your ideas to both suits and clients

IN-CLASS COURSE COVERS:Creative School runs two nights a week over ten weeks.

One night a week you’ll attend a creative theory lecture where there’s a focus on learning the nuts and bolts of effective targeted marketing, plus case studies on the latest award-winning campaigns. Regular guest lectures from within the industry cover big ideas, the creative brief, presenting ideas and more.

The second night is more hands-on. You’ll divide into smaller groups and attend tutorials with an art director and copywriter in an ad agency. Regular briefs and activities will also be given for you to exercise your creative thinking. This work will be assessed by a group of leading Creative Directors which has the potential to pick you up an award or two during the course.

At the end of the course, you’ll be armed with a portfolio filled with your own work, and a list of senior creatives who know you by name.

ASSESSMENT FOR SCHOOL:Students are required to submit seven or eight different briefs during the course, with feedback provided by Creative Directors. At the end of the course, your portfolio is assessed by a panel of industry leaders. Awards and industry exposure are given for Best Copywriter, Best Art Director and Best Overall Student.

CREATIVE SCHOOL In-class Certificate

In-class: 10 weeks


In class course available in Sydney and Melbourne.See page 70 for course dates.


Discover how and why technology has impacted the way we market and sell.

Today, it is virtually impossible to advertise without technology. This is because the ‘always on’ consumer has more exposure to technology and devices than they do traditional media.

In this online certificate, we cover the areas of digital transformation, marketing automation and how to harness the power and productivity of programmatic media buying. We also analyse the importance of technology in the creative space, campaign development and ultimately the customer experience.

LEARN TO:- Understand and manage a successful implementation of marketing

automation- Identify effective use of technology in development and execution of ideas- Discover technology’s full potential and its cultural impact on consumers- Understand how to implement a digital transformation and discover how to

incorporate digital transformation into your existing commercial model- Distinguish different programmatic models and analyse the technologies

available for implementation

COURSE COVERS:Through interactive and engaging online content, you’ll complete the following courses:


MARKETING TECHNOLOGY CERTIFICATE

Course 1: Programmatic Advertising includes the following modules

• What is Programmatic• Why use Programmatic • Audience• Experience• Programming• Measurement• Strategy

Course 2: Digital Transformation includes the following modules

• What is Digital Transformation • Digital Transformation Drivers• Customer Experience• Skills and Structure• Business Models• The Transformation Process

Course 3: Marketing Automation includes the following modules

• What is Marketing Automation• Why use Marketing Automation• Understanding the Consumer• Identify your Customer• Attract Customers and Build

Relationships• Enhance Performance• Marketing Automation

Implementation

Course 4: Creative Technology includes the following modules

• The Creative Technologist • Beyond the Screen • Merging Technology with Creativity • Technology Trends

Online Certificate




COURSES

Courses provide a solid foundation on a specific topic within a short timeframe.

Other than committing to a full course, you may prefer to complete a module that is contained within one. We’ve pulled our most popular modules so you can also purchase them individually depending on your specific needs.

COURSES

[email protected]

B2B DIGITAL MARKETING STRATEGY

Using true and tested frameworks, you’ll approach business-to-business marketing with planning and strategy.

Learn how to engage sales teams to effectively work with other business units to achieve success. Following the consumer’s journey, you’ll adopt a numbers-based funnel that promises results.

LEARN TO:- Gain competitive advantage and follow your buyer’s purchase journey- Effectively align sales and marketing - Understand and populate your funnel - Develop tactics that align with your strategy - Refine your funnel metrics from start to finish COURSE COVERS:Using globally recognised and proven content from the Funnel Academy™ and through equal parts theory and workshop, we’ll expand on:

∙ Defining, understanding and seizing opportunities within the market• Aligning B2B sales channels and bringing your B2B strategy to life• The process involved in establishing a common plan with common

metrics and tactics• The effects of sales and marketing alignment• Developing and sustaining successful marketing rhythm• Releasing your business from the restrictions of a quarterly planning cycle• Funnel Management• Market definition, purchase desires and product-driven solutions

ANALYTICS FUNDAMENTALS

Discover the fundamentals of analytics and the different tools that will help you draw insights from analytics.

In this course, we’ll examine the fundamentals of analytics, exploring the tools and their most appropriate use. You’ll discover how to draw insights from analytics, enabling you to predict emerging trends.


LEARN TO:- Apply basic analytics principles and definitions- Investigate analytical tools and techniques- Identify the role the analytical lifecycle plays in solving problems and setting

objectives- Explore business analytics and its value to organisations- Share and draw insight from analytics results- Examine emerging trends in analytics COURSE COVERS:During this engaging online course, you’ll explore the fundamentals of analytics, ensuring you develop a solid understanding of the process. Through interactive theoretical practices, you’ll look at the appropriateness of tools and skills to specific analytics challenges. Relevant case studies will also be provided.

ONLINE SPECIFIC MODULES:

Module 1: Defining AnalyticsModule 2: Analytics LifecycleModule 3: Analytics TechniquesModule 4: Tools for Analytics I

Module 5: Tools for Analytics IIModule 6: Delivering ResultsModule 7: Emerging Trends

ONLINE PRICEMembers: $850Non Members: $1,150

Online course available anytime.IN CLASS PRICEMembers: $855Non Members: $1,140


Part of the Analytics Certificate StrategicEssential


Discover strategic, fresh and unconventional ways to achieve cut through results across all social channels.

During this course, you’ll explore the major social media platforms and understand how to leverage these to engage your customers. Realise the capabilities of each social channel and the powerful presence you can establish with them.

Explore key demographics, content best practice for the channel and learn how to drive engagement.

LEARN TO:- Establish a presence within a specific channel- Facilitate engagement and reach through content- Tailor content for the appropriate channel- Identify consumer behaviour and patterns across each channel COURSE COVERS:In this online course you‘ll delve into each social channel, exploring its purpose and reasons why it is appropriate for some campaigns and not for others. Supported with current examples from effective campaigns.

ONLINE SPECIFIC MODULES:

CONTENT FOR SOCIAL NETWORKS

Module 1: Social Media ChannelsModule 2: FacebookModule 3: TwitterModule 4: Instagram

Module 5: YouTubeModule 6: LinkedInModule 7: PinterestModule 8: Emerging Channels

Examine all areas of content marketing and the role they play in digital, marketing and business strategies.

Best practice case studies will walk you through all the components of an effective content strategy. You’ll also focus on how to create, distribute and manage your content.

LEARN TO:- Map content strategy to the customer life cycle- Understand how content facilitates a connection with customers online

throughout their purchase decision- Explore content publication processes and technologies- How to measure and optimise content

COURSE COVERS:Consumers prefer to be engaged with a brand via a story or conversation, so the power of content is immeasurable. Through both in-class discussion and practical exercises, we’ll explore how consumer behaviour fuels this power and how you can develop your content marketing strategy to be just as powerful. Plus, learn how to properly measure its effectiveness.

Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Content Marketing OverviewModule 2: Planning a Content StrategyModule 3: Mapping Content to AudienceModule 4: Content Creation and ProductionModule 5: Content DistributionModule 6: Measuring Content Marketing

CONTENT MARKETING STRATEGY

ONLINE PRICEMembers: $550Non Members: $750


IN CLASS PRICEMembers: $650Non Members: $895ONLINE PRICEMembers: $550Non Members: $750




Part of the Content Marketing CertificateEssential Strategic

[email protected]

COPYWRITING ADVANCED

Explore new, clever and engaging ways to push your writing to the next level.

Writing today is an indispensable skill and if we want to excel, we need more than the basic knowledge we already have. Throughout this course, you’ll engage with and produce strategic and compelling copy that will attract readers.

LEARN TO:- Articulate an idea in a language that is both concise and engaging for

others to read- Excel at producing industry standard copy- Solve and deliver briefs efficiently and on time- Understand a brief and identify its purpose- Develop solid, original creative ideas- Follow the copywriting process from start to finish - Adopt four unique styles of copywriting COURSE COVERS:In this thoroughly practical course, you’ll use writing exercises, real-world examples and beyond basic techniques of copywriting to cover:

• Brief interpretation and key elements• Identifying and conceptualising the big idea • Copy foundations and techniques, including how to start• The importance of punctuation• Incorporating enthusiasm and passion into your writing

CONVERSION RATE OPTIMISATION

Harness the power of conversion and learn how optimise your site to achieve your online objectives.

This powerful course will teach you the fundamentals of how to turn your hard-earned website visitors into leads and sales. Applying the insights you’ll get during this power-packed half-day training to your website will help you improve your conversion rates and thus improve your online revenue and lead generation. If you want to know more about the fast growing marketing discipline of conversion rate optimisation, this is the best course for you to dip your toes in the water and get started.

LEARN TO:- Set objectives for your site and assess how your objectives are being met- Analyse and interpret your website’s statistics and visitor behaviour- Offer the right information in the best way to keep visitors intrigued - Place the right ‘calls to action’ - Detect and fix revenue leaks on your website - Create a site structure that is clear and helps visitors make a decision

COURSE COVERS:Using presentations and partaking in discussions as well as hands-on practical exercises, we’ll examine:

• How to turn visitors into customers• Interpreting site statistics into insights• Google Analytics and other research tools• Presenting your value proposition in the best possible way• Site structure, design and practical tools• Effective website copy and ongoing engagement• Ongoing testing to maximise site potential• Live optimisation

IN CLASS PRICEMembers: $650Non Members: $895




AdvancedIntermediate


Plan, write and publish creative content that engages readers and keeps them coming back for more.

During this course, you’ll explore copywriting for blogs, PR, social media posts and articles. Discover new techniques and master old ones. Also plan, write and publish creative content that engages readers and keeps them coming back for more. Explore a variety of effective, compelling and fresh techniques for copywriting for content marketing.

LEARN TO:- Use idea generation techniques for developing compelling stories- Discover essential journalistic writing techniques- Tailor content for the appropriate channels- Develop a mission statement that guides your content development- Identify and apply techniques that will keep your writing contemporary

COURSE COVERS:In class, we’ll explore copywriting for content marketing, covering:

• What the fundamentals of journalistic writing are• What kind of content consumers want to engage with• Story ideas for content• Rules and regulations around creating engaging content • Writing an irresistible headline• Styles and structure to follow to keep the consumer interested • The power of the publishing program • Content quality

COPYWRITING FOR CONTENT MARKETING

Discover the essential techniques for writing effective copy.

One of our most popular courses, copywriting essentials explores the structure, rules and techniques in copywriting. Learn to craft compelling headlines, structure documents and most importantly, engage your reader.

LEARN TO:- Articulate an idea in a language that is both concise and engaging for

others to read- Craft compelling headlines- Structure copy: beginning, middle and end- Manage the approval process- Tailor your copy for each social channel- Identify the appropriate medium for your copy COURSE COVERS:We’ll follow practical exercises and use relevant examples as guidelines to help you structure your writing and adopt a process. Discuss the right questions to ask, tools and resources to draw upon, as well as the importance of the brief.

Learn to set a structure, write compelling propositions, develop and craft concepts via the 4 proven formulae. We’ll also look at simple and colloquial copy, how to close the loop, and legals and mandatories you should consider when writing.

Alternatively you can cover this content online and broken down into the following modules:

COPYWRITING ESSENTIALS

Module 1: Copywriting FoundationsModule 2: Creative with Copy

Module 3: Copywriting TechniquesModule 4: Writing for Digital






Essential EssentialPart of the Content Marketing Certificate

[email protected]

DATA ANALYSIS FOR MARKETERS

Engage with data analysis and discover how it can deliver marketing effectiveness.

This short course will help you make sense of the high volume and increasingly complex data available to marketers, as well as build a high level view of the tools, techniques and processes you might use in the process.

LEARN TO:- Assess data value and viability inside and outside your organisation- Use data analysis to identify patterns and expose trends- Gain insight from consumer data for marketing strategy and

communications purposes.- Understand 1 to 1 marketing including segmentation, targeting and

automation techniques- Understand how big data can be utilised to drive sales- Adopt effective data management practices COURSE COVERS:In class, we’ll use a combination of discussions, presentations and theoretical exercises to cover the following:

• Developing insights and business intelligence• Using data analysis for acquisition and improving retention• Understanding business metrics frameworks and how analysis fits in• Data types - quantitative and qualitative - and data collection• Internal sources and external sources• Measurement and attribution techniques• Using analysis to explain marketing impact and forecasting• Data analysis using tools and processes plus then forming & testing hypotheses• Providing answers to business problems using correct terminology

CREATIVE TECHNOLOGY

Understand the creative application of technology and how you can apply it successfully.

In this course, you’ll explore the context for the rise of the Creative Technologist in marketing today. Learn how to drive innovation in the creative process, execute multi-channel campaigns and deliver impressive results using technology. Discover how to reformat traditional media so it’s technology driven and engages a broader range of consumers.

LEARN TO:- Identify effective use of technology in the development and execution of ideas- Measure the application of technology commercially and creatively- Identify technology’s cultural impact on consumer behaviour and how these

trends will affect the future- Understand the role of the Creative Technologist in the creative process

COURSE COVERS:Online, you’ll explore how creative technology will help digital and creative marketers successfully engage their savvy consumers. In depth, you’ll look at growing technology trends and develop a practical strategy that ensures effective tech-driven campaigns. These concepts will be broken down into the following modules:

Module 1: The Creative TechnologistModule 2: Beyond the ScreenModule 3: Merging Technology with CreativityModule 4: Technology Trends







Intermediate Intermediate


Establish your own visualisation techniques that will help sell your analytic results to business decision makers.

In this course, you’ll discover how to translate and present analytics in an enticing manner. You’ll draw upon insights from data and convert these into commercial insights.


LEARN TO:- Define what data visualisation is and identify different examples of

data visualisation- Identify tools that can help you discover data - Determine the types of variables in data visualisation- Identify the relationships of data visualisation- Understand both how to make data memorable and the techniques

involved in visual storytelling

COURSE COVERS:You’ll dissect business goals and the process behind the decision maker. Looking at visual perception design, discover how to select the most compelling and appropriate approach to deliver the analytics. Current and effective examples will be shown as guides to illustrate this.

ONLINE SPECIFIC MODULES:Module 1: Introduction to Data VisualisationModule 2: Discovering Data VisualisationModule 3: Storytelling with DataModule 4: How to Present Data

DATA VISUALISATION DATA-DRIVEN MARKETING & ADVERTISING

Learn to read, understand and apply data for effective marketing.

This course provides you with the skills to turn data results into insights and explains how you can successfully apply them to your campaigns and strategies. You’ll also see how data improves effectiveness, customer acquisition and retention, and the practical aspects of using it.

LEARN TO:- Drive marketing objectives with data- Identify data sources and where and when to use them- Transform data into solutions from gathered analysis- Understand the practical aspects of working with data- Acquire and retain consumers through data- Understand and define analysis

COURSE COVERS:Using practical exercises, in-class discussions and presentations, we’ll cover:

• Transactional and traditional data sources• Owned digital assets; for example, websites and online assets like

social communities • Other digital sources - think internet activity outside of an organisation’s

owned assets• Research, publicly available data, and data aggregators• Insights derived from data and their marketing challenges and strengths• Segmentation, targeting and personalisation to help you identify key

consumer behaviours, develop distinctive insights and optimise your marketing with the findings

• Using data for planning, acquisition, engagement and retention


Online course available anytime.IN CLASS PRICEMembers: $650Non Members: $895

In class course available in Sydney, Melbourne and Brisbane.See page 70 for course dates.

Intermediate IntermediatePart of the Analytics Certificate

[email protected]

DIGITAL COPYWRITING ESSENTIALS

Discover the essential skills and practices for writing effective digital copy.

Whether it’s a quick status update or detailed blogpost, writing on a digital platform is already a part of your day. The structures and styles for online are, however, different - there is no one-size-fits-all approach to the platforms. For your copy to cut through the current cluttered digital environment, it needs to be engaging. Through tested techniques, you’ll discover the art of writing engaging digital copy for search purposes, emails, websites and social media.

LEARN TO:- Write and develop engaging copy- Apply the rules of copy in a digital space- Articulate an idea that is both concise and engaging- Develop landing pages, subject lines, emails and website copy effectively- Tailor your copy for each digital channel- Craft rich and entertaining blogs and posts- Identify the role and implications of mobile COURSE COVERS:During this in-class course, we’ll explore the foundations of good copy and how the rules transform for an online arena, covering:

• The basic but essential approach to copy• A debate on traditional versus online writing styles• Web structure and thinking in 3D• Spelling, proofreading and structuring - especially landing pages• Email timing and etiquette• Tips and techniques for email subject lines • Writing for SEO, social media, mobiles and blogs

DIGITAL ANALYTICS FOR MARKETERS

Introducing an accessible approach to measuring, analysing and optimising digital marketing activity.

Learn to apply proven marketing theories to real world examples. Unlock the power of data to power decision making and campaign planning. This course has been designed so a normally difficult topic to grasp, is now simple, straightforward and coherent.

LEARN TO:- Apply a metrics framework to any digital campaigns- Uncover hidden consumer insights and utilise them to effectively

communicate with your consumers- Read and interpret key reports in Google Analytics- Apply analytics within the planning process- Accurately attribute conversions in a multi-channel campaign- Understand digital data sources

COURSE COVERS:Through an engaging and hands-on approach, we’ll cover:

• Defining a marketing analytics framework• Reporting on metrics• Matching strategic and tactical goals to metrics• Finding and developing the right data• Online data sources and their limitations• Campaign flow and media attribution• Potential campaign flows and response tracking• Media attribution in a multi-channel world• Driving conversions through effective targeting • Cross-channel integration and targeting matrix





Intermediate Essential


Broaden your skills base by discovering how digital can make your campaigns thrive.

During this course, you’ll explore the practical elements of digital marketing and how you can integrate them within your brand’s activity. You’ll learn to determine the right resources, budget plan and identify opportunities for optimisation.

LEARN TO:- Identify digital partners- Successfully use digital channels- Understand differences between consumer awareness, acquisition and

retention when using digital channels- Budget digital activity- Optimise your digital channels through testing and measurement

COURSE COVERS:Through an online interactive approach, you’ll discover how to manage, plan, budget and optimise digital channels within your campaign for better customer engagement, acquisition and retention. You’ll learn this through the following modules:

Module 1: Finding the Right Digital PartnersModule 2: BudgetingModule 3: Campaign PlanningModule 4: Optimisation

DIGITAL MARKETING CAMPAIGN PLANNING & MANAGEMENT

DIGITAL MARKETING CHANNELS

Discover how each digital marketing channel can grant you a customer-centric marketing presence.

In this course, we examine each channel individually. This allows us to uncover information about the contributions the channel is making to the consumer journey and how you can usitise it in your marketing activity.

LEARN TO:- Understand the role of each digital channel in relation to the consumer- Understand how the digital channel fits into the overall business strategy- Understand and apply the essentials from the Spam Act and Privacy Act to your

email marketing practices- Select the appropriate paid digital media options and learn how to optimise

placements- Apply best practice in developing a website and managing an email database- Examine various social channels and how consumers interact with them to

maximise engagement

COURSE COVERS:Through engaging online content, you’ll explore the following modules:

Module 1: WebsitesModule 2: EmailModule 3: Complying with the Spam Act 2003 and the Privacy Act 1988Module 4: Digital Paid MarketingModule 5: Social Media MarketingModule 6: Mobile Marketing


Online course available anytime.ONLINE PRICEMembers: $550Non Members: $750


EssentialEssentialPart of the Digital Marketing Certificate


[email protected]

DIGITAL MARKETING FOUNDATIONS

Broaden your skill set and develop a foundational knowledge of the digital landscape, data, content and customer experience.

During this course, you’ll be provided with an outline of the core foundations and principles of digital marketing. Explore the role of data and content and how this can shape customer experience.

LEARN TO:- Understand the current digital landscape for both brands and consumers- Define customer centricity and its importance in achieving outstanding

customer experience- Identify the steps in creating an effective digital strategy- Identify the role and importance of data

COURSE COVERS:Through interactive online content, you’ll explore the following modules:

Module 1: Digital LandscapeModule 2: Digital StrategyModule 3: Customer ExperienceModule 4: Content Creation and PlanningModule 5: Data Foundation and PlanningModule 6: Data Analytics

DIGITAL MARKETING ESSENTIALS





EssentialEssentialPart of the Digital Marketing Certificate

Discover the industry’s tips and tricks for successfully incorporating digital channels into your campaigns.

In this two day intensive course, you’ll explore the foundations of each digital channel, how they work and how they can fit together to deliver on your marketing objectives. We’ll also look at digital tactics, strategies and processes and how you can tie them all together in an effective way.

LEARN TO:- Understand the principles and framework behind a digital strategy- Manage the processes involved with building a website and individual channels- Identify the appropriate online media to achieve your objectives- Incorporate social media and content as singular parts of your

marketing strategy- Harness the power of paid and organic search - Craft and manage email marketing that is compliant- Understand mobile and its impact on the digital landscape

COURSE COVERS:Through presentation, discussion and practical approaches, we’ll cover:

• An overview of the digital landscape, including trends in online customer behaviour

• The role of content and data in digital marketing• The channel options within paid media• The development and usability of websites• Email marketing and databases, including the Spam Act 2003• New technology and tactics, specifically within mobile marketing and

emerging media• How to effectively leverage the available tools in marketing for social media


DIGITAL MARKETING STRATEGY

Uncover a framework for successful digital marketing.

Whether it’s your business, industry, or campaign, digital continues to have a significant impact on the way we operate. During this course, you’ll be provided with a framework for crafting a digital marketing strategy.

To get the most out of this two day intensive course, you should have a good understanding of the basic digital marketing tactics. If you don’t have this, our Digital Marketing Essentials course might just be for you! Find out more on page 60.

LEARN TO:- Effectively integrate digital into your marketing strategies- Implement your strategy by employing the tools for digital marketing in the

most relevant way- Utilise a planning framework for digital strategy development within your

organisation- Identify the difference between acquisition, branding and retention strategies

through case study examples

COURSE COVERS:Through presentation, discussion and practical exercises in class, we’ll explore digital marketing strategy at length, covering:

• Understanding the role of digital within the business• Identifying how your target audience is using digital• Getting to grips with your digital landscape• How the various elements of digital are used against strategic objectives • Developing digital strategies for customer acquisition, retention and

branding purposes• Implementing a digital strategy successfully

Unlock your business’ digital transformation

Today, nearly every management team and boardroom agenda is working towards a digital transformation. In this course you’ll come face-to-face with transformation, learning precisely what it is, and how to go about it within your own business.

LEARN TO:- Define the digital transformation and why it is important- Identify the enablers of digital transformation by exploring operating

structures - Understand how to implement digital transformation- Identify the key features involved with digital transformation- Understand the steps involved in implementing a digital transformation

COURSE COVERS:In this online course we’ll explain what a digital transformation is and the benefits it can bring to your business. Looking specifically at the impact and implication of digital transformations, we’ll also outline the benefits and challenges that surround it.

You’ll also discover the significance of digital disruption, the operational process and how it’s challenging traditional business models. Plus examine real-world case studies of how businesses are successfully implementing this. All of this will be broken down into the following modules:

DIGITAL TRANSFORMATION


In class course available in Sydney, Melbourne and Perth.See page 70 for course dates.



Strategic IntermediatePart of the Marketing Technology Certificate

Module 1: What is Digital TransformationModule 2: Digital Transformation DriversModule 3: Customer Experience

Module 4: Skills and StructureModule 5: Business ModelsModule 6: Transformation Process

[email protected]

MARKETING AUTOMATION

Discover marketing automation and how to use it in your business.

Marketing automation is on the rise as businesses seek to scale their marketing programs to achieve better ROI. In this course, determine why marketing automation is vital, how to implement it within your own practices, and discover the benefits it can have for both you and your customers.

LEARN TO:- Use, recognise and correctly apply marketing automation- Identify marketing automation benefits from both yours and the consumer’s

perspectives- Plan and put into action marketing automation- Map out marketing programs using marketing automation

COURSE COVERS:During this online course, we’ll discuss effective implementation of marketing automation, what to do with it and how it enables a successful business strategy. You will learn to assess if you have the necessary foundations for successful marketing automation, the importance of data, establishing your own nurturing programs and how to measure and manage lead scoring will also be explained. Finally, you’ll see why sales and marketing must align to achieve success. All of this is broken down into the following modules:

Module 1: What is Marketing AutomationModule 2: Why use Marketing AutomationModule 3: Understanding the ConsumerModule 4: Attract Customers and Build RelationshipsModule 5: Enhance PerformanceModule 6: Marketing Automation Implementation

EMAIL MARKETING ESSENTIALS

Find ways to improve your email marketing results with industry proven techniques.

In this course, you’ll see why email is vital for maintaining direct communication with your consumers and how to plan effective email communication that can help you deliver noticeably improved results.

LEARN TO:- Craft engaging emails that successfully drive open rates and click-throughs- Design landing pages that optimise conversion rates- Identify the best practices for data management and usage- Understand the latest technologies and tools in email marketing- Understand the Spam Act and Privacy Act when using email as a marketing tool

COURSE COVERS:Through presentation, discussion and practical exercises, we’ll delve into the basics, including deliverability rates, benchmarks for industry sectors and email types. Explore email planning strategies and discover where email will be most effective in your marketing mix. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Email Marketing OverviewModule 2: Planning an Email StrategyModule 3: Email Marketing StrategiesModule 4: Email DeliveryModule 5: Email Content and DesignModule 6: Data and Email ManagementModule 7: Complying With the Spam Act 2003 and the Privacy Act 1988Module 8: Measuring Email Performance

Essential Intermediate








Develop a deeper understanding of predictive analytics.

Using predictive analytics, discover how you can forecast, model and optimise data to create opportunities and prevent loss. To get the most out of this course, you should have a solid knowledge of analytics and have ideally spent some time working in the field - over three years experience is recommended.

LEARN TO:- Connect analytics with business goals- Determine key data types and methods adopted to treat data anomalies and

categorical variables- Identify techniques used in variable exploration- Understand when to use variable sampling techniques- Apply different techniques for predictive modelling and the considerations for

selecting analysis method

COURSE COVERS:Looking at predictive analytics in marketing, this online course includes relevant examples of datasets, the challenges faced, and how to interpret results.

Module 1: Introduction to Predictive AnalyticsModule 2: Developing a Business CaseModule 3: Data ReductionModule 4: Variable Exploration & Model Feasibility Module 5: Sample DesignModule 6: Predictive Modelling TechniquesModule 7: Evaluation Model Effectiveness

PRACTICAL PREDICTIVE ANALYTICS MOBILE & LOCATION-BASED MARKETING

Discover how mobile and location-based services will better connect you with your customers.

Over the years, mobile and location-based technologies have boomed and the potential they carry with them is astounding. So if you want to powerfully shape your marketing activity, you need to know where and how to targetyour customers.

LEARN TO:- Understand the role of mobile in your communications strategies- Realise the importance of creative and the role it plays in mobile and

location-based marketing- Use geo-targeting to discover consumer habits and purchasing drivers- Explore mobile and location-based services tactically

COURSE COVERS:Using presentations and partaking in discussions as well as hands-on practical exercises, we’ll examine:

• Understanding your audience and platforms in a multiscreen world• Micro targeting based on habits and the mobile vs tablet audience• Deep dive into mobile marketing ‘tactics’ and discover why tablets as

a screen are different• Location-based marketing and behaviour targeting, plus the power

of proximity targeting• The App Ecosystem - when and where to use apps• Native vs Hybrid vs m.site• Campaign Planning - the importance of creative, creating a persona and

integrating, not isolating






Intermediate AdvancedPart of the Analytics Certificate

[email protected]

PROGRAMMATIC ADVERTISING

Adopt a simple, fresh and effective platform to power your marketing.

Programmatic advertising is reshaping the digital landscape as it’s automating everything. Marketers need to exploit the power of automated media trading and learn how they can optimise its productivity. In this course, we’ll explore various programmatic models and the different technologies available for implementation.

LEARN TO:- Understand the current global programmatic landscape- Identify the insights that drive our current programmatic activity- Recognise the shift in media consumption and the impact on programmatic

investment- Determine the different programmatic models - Assess the technologies available for programmatic implementation- Process and manage a programmatic execution COURSE COVERS:Using the most recent research and findings, we’ll debate the global programmatic landscape versus the local. We’ll also assess the considerations for programmatic buys, the role of agency and the different programmatic models: agency trade desk, hybrid, in-house and managed service.

Module 1: What is ProgrammaticModule 2: Why use ProgrammaticModule 3: AudienceModule 4: Experience

Module 5: Programmatic AdvertisingModule 6: MeasurementModule 7: Strategy

PRIVACY & MARKETING COMPLIANCE

A commercial approach to compliance for the data-driven marketing and advertising industry.

Learn not just to protect your reputation but to enhance it by moving beyond compliance and incorporating consumer preferences and expectations into your marketing and advertising practices.

LEARN TO:- Identify regulatory obligations relevant to data-driven marketing- Apply a commercial approach to those compliance obligations- Understand the implications of the 2014 amendments to the Privacy Act- Protect and enhance your reputation by going beyond compliance

COURSE COVERS:Through in class discussions, presentations & theoretical exercises, we’ll cover:

• Misleading advertising, comparative advertising and substantiation• Pricing do’s and don’ts, plus consumer rights within guarantees• Various state and territory rules about running competitions• Intellectual property – including copyright and trade marks• Impact of changes to the Privacy Act - discover the new Australian

Privacy Principles • Data collection, management and use

Alternatively you can cover this content online in the following modules:

Module 1: Marketing & Advertising ContentModule 2: Competition & Prize GiveawaysModule 3: Intellectual Property: copyright & trade marksModule 4: Privacy

IN CLASS PRICEMembers: $855Non Members: $1,140ONLINE PRICEMembers: $750Non Members: $950

In class course available in Sydney, Melbourne, Brisbane, Perth and Adelaide.See page 70 for course dates.


IN CLASS PRICEMembers: $395Non Members: $525ONLINE PRICE Members: $850Non Members: $1,150



IntermediateIntermediatePart of the Marketing Technology Certificate



Simple yet successful ways to enhance your search results.

Paid search can transform your business without huge spend. It’s a cost-effective, highly convenient channel. See how it can strengthen your search engine marketing, morph into a wider digital strategy for your business and leverage other channels.

LEARN TO:- Enhance your search strategies- Understand all the terminology- Introduce this cost-effective channel into your communications mix- Adopt valuable insights and lessons driven from case studies and examples COURSE COVERS:In class, we’ll use a combination of theoretical exercises, presentations and discussion to review the search landscape including an overview of the role of search in today’s media mix. Get an introduction to the key players and an explanation of the main components, terminology and acronyms. Dive into the detail of setting up, monitoring and optimising a paid campaign. Understand how to develop a SEM strategy and how this integrates with other online and offline channels.


Module 1: Search Landscape Module 2: Paid Search OverviewModule 3: Optimisation Strategies Module 4: SEM Integration

SEM ESSENTIALSRETENTION MARKETING STRATEGY


In class course available in Sydney, Melbourne and Perth.See page 70 for course dates.




EssentialStrategic

Discover a tailored strategic approach to retaining customers.

Most of us know it’s cheaper to keep a customer than to chase a new one but quite often we don’t know how to achieve this. More often than not, we focus our energies on adopting new customers rather than engaging with our old ones.

In this two day intensive course, you’ll adopt a framework for retaining customers through loyalty marketing strategies. We’ll explore the power behind loyalty and advocacy initiatives in both traditional and digital techniques.

LEARN TO:- Build a retention plan- Identify and understand customer loyalty- Avoid customer loyalty pitfalls - Communicate on another level with your customers- Use digital channels and social media to further engage with your customers- Select the best type of retention campaign for your business and adopt it

COURSE COVERS:The content in this course will combine presentations, discussion and practical exercises to cover:

• The loyalty model, looking at specifically what makes a customer disloyal, passive or an advocate

• Retention campaigns suitable for different business objectives - lifecycle campaigns, cross sell and up sell using brilliant basics, proactive save, renewal, re-purchase and win-back techniques

• Building your retention plan in 4 steps: understanding your customer, segmentation, mapping the experience and identifying opportunities to steer the relationship.

[email protected]

SENTIMENT ANALYSIS

Discover best-practice approaches that use modern text mining and predictive analytics techniques to gain insight into consumer opinions and forecast behaviours.

In this course, you’ll advance your knowledge of sentiment and content analysis, and opinion mining, develop a deeper understanding of how to work with unstructured text data (in particular, data retrieved from social media) and learn how traditional machine learning/predictive analytics techniques can be made use of for the purposes of sentiment analysis. It is recommended that you complete the Practical Predictive Analytics course (see page 63).


LEARN TO:- Retrieve social media generated textual data from the web- Understand and effectively address common challenges in text analysis- Apply best practice approaches to textual data pre-processing and enrichment

techniques including normalisation, tokenisation, stemming, lexicons creating and usage

- Gain insight into using modern analytical techniques to derive sentiment from the data

COURSE COVERS:Module 1: What is Sentiment Analysis?Module 2: Data Retrieval for Social Media AnalysisModule 3: Data Pre-processingModule 4: Deriving Sentiment and Relevant Predictive Modelling

Techniques OverviewModule 5: Common Challenges and Alternative Approaches to

Sentiment Analysis

SEO ESSENTIALS

Find out how SEO drives new customers and better customer engagement.

Score page rankings, better click-throughs, utilise research tools and foster great external links with an effective SEO strategy. Discover what simple techniques can do when applied to your website structure.

LEARN TO:- Increase the rate of click-throughs and page rankings- Improve SEO success through content- Effectively utilise on-page and off-page tactics to improve SEO- Operate keyword research- Build useful external links

COURSE COVERS:In class, you’ll engage in discussions, use theoretical exercises and absorb presentations as we cover keyword searches for research and selection; developing, measuring and managing SEO; matching content to the customer journey and social media. Finally, we’ll also touch on delivering a great customer experience through your online assets, website structure and explore the importance of linking and authority.


Module 1: SEO OverviewModule 2: Keyword Research ToolsModule 3: ContentModule 4: Website StructureModule 5: External Links




EssentialAdvanced





SOCIAL MEDIA MARKETING STRATEGY

Discover the foundations behind social media marketing & how you can adopt the practices into your own communications mix.

Want to get up to speed with the latest trends, techniques and technologies in social media? This course will help to craft your own social media campaign through planning, execution and optimisation.

LEARN TO:- Identify all the major social channels- Plan an effective social media campaign- Tailor content to the appropriate channel- Engage the right consumer in the right space- Measure and optimise your social media activity

COURSE COVERS:In-class we’ll adopt a test-and-learn approach and discover how to use both the free and paid tools for monitoring content, task scheduling and automation, as well as how to measure performance and what to do with those results.


Module 1: The Social Media Landscape Module 2: Campaign AnalysisModule 3: Campaign Planning Module 4: Content Creation Module 5: Content Distribution Module 6: Managing Campaigns

SOCIAL MEDIA MARKETING ESSENTIALS






StrategicEssentialPart of the Content Marketing Certificate

Research, plan and implement a successful social media marketing strategy from the ground up.

Most organisations and brands are on social media - and if they’re not, they should be. Social media is a way for consumers to engage and communicate with brands. But this doesn’t mean businesses should just start a Facebook page or Twitter account. It’s not that simple, as there are right and wrong strategies to use with each channel.

Looking at these channels and their tactics, you’ll learn how to develop, implement and measure social media activity.

LEARN TO:- Conduct a social media audit - Create an integrated channel plan- Extract insights from social analytics- Effectively manage and optimise campaigns- Set social media polices for your business

COURSE COVERS:Using presentations and partaking in discussions as well as hands-on, practical exercises, we’ll examine:

• Social auditing of content strategy, community management, tools, platform usage • Social listening using a hands-on demo • Extracting insights from social analytics• Writing a publishing calendar and allocating budget for social ad spend • Managing social media including measuring and optimising activity• Identifying the tools you need for listening, content management and analytics• Creating a social media policy for staff• Organising community management

MODULESYou may prefer to complete a module that is contained within a course. We’ve pulled out our most popular modules and you can purchase them individually depending on your specific needs.

Don’t want to do an entire social media course but would like to focus on learning how to leverage the Facebook platform? We have you sorted!

MODULESFacebook Explore the benefits of Facebook as a social media marketing tool and understand how to use content to engage users.

TwitterExplore the benefits of Twitter as a social media marketing tool and understand how to use content to engage users.

LinkedIn Explore the benefits of LinkedIn as a social media marketing tool and understand how to use content to engage users.

Pinterest Explore the benefits of Pinterest as a social media marketing tool and understand how to use content to engage users.

YouTube Explore the benefits of YouTube as a social media marketing tool and understand how to use content to engage users.

Instagram Explore the benefits of Instagram as a social media marketing tool and understand how to use content to engage users.

Complying with the Spam Act and the Privacy Act Understand how to comply with the Spam Act and the Privacy Act.

Planning a Content Strategy Learn to set business objectives; use customer data to understand the market; and use content pillars to create a brand story.

Content Mapping Develop a customer lifecycle, map the user journey and identify relevant content for each stage.

Content Creation and Production How to create internal and external content and audit existing content; how to use storytelling, and how to structure a content team.

Content Distribution Learn all facets of content distribution, including amplification channels, publishing ecosystems, and content management technology.

Mobile Marketing Toolbox Understand location-based targeting methods and explore mobile technologies.

Storytelling with Data Learn the art of data visualisation storytelling, including types of narrative, the importance of simplicity, and how to make it memorable.

Analytics Techniques Identify different domains of analytics, how data is used in each of these, as well as statistical fundamentals.

Social Media Marketing Discover the basics and identify the benefits of social media marketing.

Paid Digital Media Describe the different types of paid media and describe various pricing modules.

ONLINE PRICEPER MODULEMembers: $150Non Members: $195


CALENDAR 2016 DURATION ONLINE SYDNEY MELBOURNE BRISBANE PERTH ADELAIDE

CERTIFICATES

Account Management School 8 weeks 5 Apr – 24 May

Analytics Certificate Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Content Marketing Certificate Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Creative School 10 weeks 25 Aug – 20 Oct 25 Aug – 20 Oct

Digital Marketing Certificate (Evening) 12 weeks 6 Apr – 29 June7 Sep – 30 Nov

18 Apr – 11 Jul5 Sep – 28 Nov

6 Apr – 29 June7 Sep – 30 Nov

6 Apr – 29 June7 Sep – 30 Nov

Digital Marketing Certificate (Day) 5 individual days22 Apr – 17 Jun16 Sep – 11 Nov

31 May – 26 Jul27 Sep – 22 Oct

22 Apr – 17 Jun16 Sep – 11 Nov

22 Apr – 17 Jun16 Sep – 11 Nov

Marketing Technology Certificate Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

ESSENTIAL COURSES

Analytics Fundamentals Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Content for Social Networks Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Copywriting Essentials 1 day 8 Mar, 1 Jun, 22 Jul, 20 Oct 5 Apr, 23 Aug Study online anytime Study online anytime Study online anytime

Copywriting for Content Marketing 1 day 17 May, 13 Sept 26 Apr, 20 Oct

Digital Copywriting Essentials 1 day 15 Mar, 21 Sep 4 May, 28 Sep 25 May, 11 Oct 28 Apr, 8 Nov

Digital Marketing Campaign Planning & Management Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Digital Marketing Channels Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Digital Marketing Essentials 2 days 10 &11 Mar, 23 & 24 Jun 27 & 28 Jul, 3 & 4 Nov

17 & 18 Mar,13 & 14 Sep

9 & 10 Jun,3 & 4 Nov

12 & 13 May

Digital Marketing Foundations Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Email Marketing Essentials 1 day 27 Apr, 22 Nov 3 May, 6 Sep 27 Sep 3 Mar Study online anytime

SEM Essentials 1 day 26 May, 19 Oct 18 May, 22 Sep 11 May Study online anytime Study online anytime

SEO Essentials 1 day 26 Apr, 20 Sep 31 May, 15 Nov 2 Mar Study online anytime Study online anytime

Social Media Marketing Essentials 1 day1 Mar, 21 Jun,23 Aug, 25 Oct

12 Apr, 31 Aug 14 Apr 14 Jun, 13 Sep Study online anytime

Study online anytime

CALENDAR 2016 DURATION ONLINE SYDNEY MELBOURNE BRISBANE PERTH ADELAIDE

INTERMEDIATE COURSES

Conversion Rate Optimisation 1 day 18 May, 4 Oct

Creative Technology Half day 8 Jun, 12 Oct Study online anytime Study online anytime Study online anytime Study online anytime

Data Analysis for Marketers 1 day 12 Apr, 5 Oct 8 Jun

Data Visualisation Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Data-Driven Marketing & Advertising 1 day 4 May, 9 Sept 23 Jun, 13 Oct 4 Oct

Digital Analytics for Marketers 1 day 19 May, 13 Oct 2 Jun, 18 Oct

Digital Transformation Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Marketing Automation Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Mobile & Location-based Marketing 1 day 3 May, 24 Nov 28 Jun, 27 Oct Study online anytime Study online anytime Study online anytime

Privacy & Marketing Compliance 1 day 7 Apr, 8 Sep 22 Jun, 26 Oct 28 Apr, 23 Sep 24 May 8 Feb

Programmatic Advertising Half day 15 Jun, 2 Nov Study online anytime Study online anytime Study online anytime Study online anytime

STRATEGIC COURSES

B2B Digital Marketing Strategy 1 day 20 Apr, 29 Jul 19 May, 11 Oct

Content Marketing Strategy 1 day9 Mar, 12 May,20 Jul, 8 Nov

24 May, 5 Oct 15 Jun 7 Apr, 21 Sep Study online anytime

Digital Marketing Strategy 2 days5 & 6 Apr,

11 & 12 Oct12 & 13 May,30 & 31 Aug

2 & 3 Nov

Retention Marketing Strategy 2 days10 & 11 May,28 & 29 Sep

16 & 17 Jun,16 & 17 Nov

1 & 2 Jun

Social Media Marketing Strategy 1 day 21 Apr, 14 Sep 13 Apr, 1 Sep 25 Oct

ADVANCED COURSES

Copywriting Advanced 1 day 15 Apr, 6 Sept 5 May, 29 Sep 26 May, 12 Oct 27 Apr, 9 Nov

Practical Predictive Analytics Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Sentiment Analysis Self-paced Study online anytime Study online anytime Study online anytime Study online anytime Study online anytime

Documents

FORTUNATELY - ADMA€¦ · ANALYTICS CREATIVE CONTENT DATA DIGITAL MARKETING MARKETING TECHNOLOGY MOBILE PRIVACY & COMPLIANCE SEARCH MARKETING SOCIAL ... of formats, including news,