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ROCKET FUEL Talent Acceleration for Modern Marketers

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CONTENTS

EVERYONE IS A STUDENT OF INNOVATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

OUR CONTENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

OUR LEARNING STYLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

DMA ENTERPRISE EDUCATION AND DEVELOPMENT . . . . . . . . . . . . . . . . . . 7

GET CERTIFIED WITH DMA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

DMA Certified Marketing Professional TM (DCMP) – The Gold Standard . . . . . . . . . . . . . . . . . . . . 9How It Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

DIRECT MARKETING

Direct Marketing Institute – Best Seller! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

DATA AND MARKETING ANALYTICS

Marketing Analytics Certificate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Digital CRM and Customer Insights Bootcamp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Customer Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Web Analytics and Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Hands-On Predictive Analytics for Marketers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Measurement and Attribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Data-Driven Analytics and Testing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Fundamental Measurement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Advanced Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

DIGITAL MARKETING

Digital Marketing Institute – Hot Topic! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Emerging Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18Digital Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Retail and E-Commerce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

SEM AND PPC

Web and Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

SOCIAL MEDIA MARKETING

Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

DIRECT MAIL

Direct Mail Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

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MOBILE MARKETING

Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Mobile-Friendly Web Design: Responsive, Adaptive, or Hybrid? . . . . . . . . . . . . . . . . . . . 22 Exploring the Potential of Mobile Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Mobile-Friendly Email Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

INTEGRATED MARKETING

Next-Generation Omnichannel Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Mapping the Customer Journey with Omnichannel Marketing . . . . . . . . . . . . . . . . . . . . . 23 Transmission in Omnichannel Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Omnichannel Marketing: Your Communications Plan for a Seamless . . . . . . . . . . . . 25 Customer Experience

Offers, Value Propositions, and Calls to Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Integrated Marketing in the Digital Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

EMAIL MARKETING

Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26Advanced Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Email Deliverability 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Email Deliverability 201 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

CONTENT MARKETING

Content Marketing Certificate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

COPYWRITING

Creative Copywriting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

COPYWRITING ESSENTIALS

Copywriting Essentials – Best-Selling Live Online! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

CRM AND DATABASE MARKETING

CRM and Attribution Certificate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 The Data-Driven Marketing Landscape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Understanding Data to Understand the Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Technology: The Tools to Access the Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Segmentation: Understand and Target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Customer Reach: The Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Applications of Effective Customer Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Emotional Branding and Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Journey Mapping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Comprehensive CRM and Database Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37Database Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Advanced Database Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37Social CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Relationship Marketing I . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Relationship Marketing II . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

EVERYONE IS A STUDENT OF INNOVATION

Our world is evolving at the speed of data.

As new platforms, tools, and resources proliferate, innovators are delivering increasingly sophisticated solutions more and more rapidly. Data, once held in enterprise-level silos, is now being connected through information processing networks that are enabling vastly more powerful and highly integrated applications. New information aggregation and programmatic media protocols are enabling marketers to track and reach consumers more efficiently. And consumers are discovering, appraising, and adopting the newest and best brands that fit their needs — at an alarming pace.

Taken together, these accelerating trends comprise a rapidly expanding frontier of data-driven innovation, competition — and regulation. Ask yourself — how well are you prepared?

Well, the Data & Marketing Association is prepared. Today, we are a prolific and powerful partner to global brands and start-ups alike. Using our customized approach to learning, DMA Education maps your specific strategic challenges to best practices, emerging trends — and expert instructors from across the entire marketing ecosystem. Our talent development framework is designed to help you shed new light on seemingly unsolvable problems, reveal untapped marketing models, and give focus to your internal strengths and capabilities.

• Our certification and certificate programs anticipate tomorrow’s challenges and prepare you and your staff for the disruptions ahead.

• Our in-person courses nurture proficiency in hardcore skills and big-picture thinking alike — across every discipline and skill important to driving bottom-line growth in today’s economy.

• Our courses build on real-world case studies that solve real problems, taught by real marketers in the field — and real academics from leading institutions.

The result is true innovation you can take to market for faster growth. I hope you will join us and take advantage of the data-driven opportunities that await all of us.

Sincerely,

Tom Benton CEO, DMA

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OUR CONTENT

CONTENT MARKETING COPYWRITING CRM AND

DATABASE MARKETING


DIGITAL MARKETING

DIRECTMAIL

DIRECTMARKETING

EMAIL MARKETING


MOBILE MARKETING

SEM AND PPC SOCIAL MEDIA MARKETING

Find Your Next SkillLooking for data and marketing analytics, content marketing, digital marketing, or something more? Simply refer to the coordinating topic icon at the top of each page.

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OUR LEARNING STYLES

Pick the Learning Style That Works Best for YouUse these icons throughout the catalog as a guide.

IN-PERSONCOURSES

1-3 days, face-to-face, instructor-led

WEBINARS

60 minutes,listen and learn

For weekly webinars: thedma.org/webinars

ENTERPRISEEDUCATION

At your office, on your team’s schedule

CERTIFICATION & CERTIFICATES

8-30 hours, self-paced (see “Get Certified,” page 8)

LIVE ONLINE COURSES

90 minutes/week for 6 weeks, instructor-led

ON-DEMAND COURSES

60-90 minutes, self-paced

Our Education Development TeamDeveloped by the best to bring out the best in you:

company needs.

Learn more at DMAEED.org, or for more details on bringing DMA Enterprise Education to your organization, call our team at 212.790.1440 or email us at [email protected]

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Customized Enterprise Training to Develop the Modern Marketing Team

Enterprise EducationSave time and money by bringing any of our dynamic content right to your office. Your team will be able to freely share their thoughts and gain valuable information together in an open forum, where ideas can flourish.

Companies Trust DMA EducationRecent participants include:

Large team to train? No travel budget? No problem! We’ll bring the training straight to you.

ENTERPRISEEDUCATION

DMA ENTERPRISE EDUCATION AND DEVELOPMENT

Your Business

One size never fits all. We match our expert instructors and content to meet your team’s needs – and customize our cutting-edge training so that it’s just right for your company.

Your Budget

We take the time to understand your business needs and work with you to develop a quality program that fits your budget while still meeting your organization’s goals.

Your Timing

We know that time is money. We will work around your busy schedule and deadlines to provide the best learning experience for your staff – when you want it and how you want it.

Your Training

Customize the right training program for your organization. Any of our current courses can be brought in-house and customized. DMA’s world- renowned instructors will deliver a one-of-a-kind experience that suits your

Get Recognized by the Marketing Community as a Marketing Leader! Today’s marketers are expected to know the latest in a variety of marketing methods, selling techniques, and delivery channels – from traditional applications to the latest in the mobile and digital space.

DMA Certification and Certificate Programs for marketers provide the most targeted training available anywhere. After all, who better to learn from than the Data & Marketing Association, the highest-regarded association of marketers in the world?

Our programs and modules are designed and led by nationally recognized experts, ensuring that your learning experience is an outstanding one.

DMA Certification and Certificate Programs include:

DMA Certified Marketing ProfessionalTM (DCMP) — The Gold StandardDCMP Certification equips you with over 30 hours of leading marketing training, and provides you with the tools you need to advance your marketing know-how. (See page 9 for details.)

Marketing Analytics Certificate — Self-Paced Online CertificateGain insight into how data collection, analysis, assessment, and the use of data can empower you in making key marketing and business decisions. (See page 12 for details.)

Content Marketing Certificate — Self-Paced Online CertificateLearn how to develop a strategic process for leveraging your content assets across diverse marketing channels. (See page 28 for details.)

CRM & Attribution Certificate — Self-Paced Online CertificateLearn omnichannel approaches to audience management for CRM and attribution. Examine the challenges and roadblocks faced by today’s data-driven marketers – enabling you to maximize your marketing efforts and reach your best audience. (See page 32 for details.)

More at: thedma.org/cert

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GET CERTIFIED WITH DMA

CERTIFICATION& CERTIFICATES

NEW!

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DMA Certified Marketing Professional TM

(DCMP)

1 2 310 Fundamental Online Courses

• Offers, Value Propositions, and Calls to Action • Fundamental Measurement• Creative Copywriting • Relationship Marketing I• Direct Mail Campaigns • Database Marketing• Email Marketing • Web and Search Engine Marketing• Data-Driven Analytics and Testing • Social Media Marketing

7 Advanced Online Courses

• Advanced Measurement • Advanced Database Marketing • Advanced Email Marketing • Teleservices • Relationship Marketing II • Data Governance • Mobile Marketing

Pass the assessment that

tests your mastery of the

essentialsof marketing

Or AttendDirect Marketing Institute

(See page 11 for more details.)

Continue your professional education with Continuing Education Units (CEUs)

Within a year of your certification, take 10 CEUs to keep your certification active and up-to-date. Pick from

webinars, live online, in-person, and/or on-demand courses. Look for the CEU credit reference on each course page.

THE GOLD STANDARD

Then

DCMP is a comprehensive certification course that provides in-depth, step-by-step instruction from today’s foremost experts in email, mobile, social, omnichannel, and other key marketing channels. The DMA Certified Marketing ProfessionalTM program gives you a firm knowledge base in all things marketing. It begins with either 10 fundamental online courses or our in-person, Direct Marketing Institute, and then dives deeper with 7 advanced online courses to give you even more enhanced training.

Complete the steps below to become a DMA Certified Marketing ProfessionalTM today!

More at: thedma.org/dcmp

BEST PRICE! SAVE 20%when you

purchase the entire program

at onceDMA MEMBER

$1,499 NON-MEMBER

$2,499

Certification and testing fee is included

in total package.

PAY AS YOU GODMA MEMBER

$99/installment

NON-MEMBER$149/installment

Certification test is an additional cost.

See page 11 for dates.

How It Works:

“Best training ever attended. Everyone in marketing should be required to attend.”

Associate Product Marketing Manager Google

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IN-PERSON COURSE14 CEUs

DIRECT MARKETING

Direct Marketing Institute – Best Seller!Put the marketing industry’s best practices to work, save your company time and money, and increase return on investment. The three-day Direct Marketing Institute (DMI) will impart winning strategies, success tactics, and best practices to ensure that you avoid the typical pitfalls when building a marketing program. Both beginners and seasoned professionals will sharpen their skills in the strategic and creative facets of direct response, including value propositions, offers, copywriting, and design.

Course Outline: • Introduction/Essentials of Direct Marketing Campaign Management• Digital Marketing• The Direct Mail Package• Audience Targeting and Relationship Marketing• Graphics and Design• Offers and Propositions• Proven Creative Platforms• Evaluating and Strengthening Your Copy• Research and Testing• How to Achieve Multichannel Marketing Campaign Success• Print and Digital Catalog Marketing Guidelines

More at: thedma.org/dminstitute

CheckWebsite forPreferredSavings!

DMA MEMBER$1,199

NON-MEMBER$1,999

3-DAY COURSE WITH DCMP

CERTIFICATION

DMA MEMBER$1,499

NON-MEMBER

$2,499

New York December 4-6, 2017

March 12-14, 2018June 4-6, 2018

August 1-3, 2018 December 3-5, 2018

Chicago October 18-20, 2017

April 9-11, 2018July 11-13, 2018

September 19-21, 2018November 7-9, 2018

San FranciscoNovember 6-8, 2017February 12-14, 2018

May 9-11, 2018October 24-26, 2018

Companies that have recently participated:

ON-DEMAND CERTIFICATE

DMA certificate programs

are self-paced, on-demand learning

at its best.

Complete 8-9 hours of in-depth

coursework at your own pace,

from the comfort of your own computer. Upon completion, simply pass the exam to achieve your certification.

Marketing Analytics Certificate


DMA MEMBER$479

NON-MEMBER$799

PAY AS YOU GO

DMA MEMBER$99/installment



In this deep dive into marketing analytics, you’ll learn how data collection, analysis, assessment, and the use of data can empower you in making key marketing and business decisions. Uponcompletion of the courses and after passing the final exam, you will receive a certificate indicating competence in marketing analytics from DMA.

Why You Should Get CertifiedBy completing your certificate, you’re achieving a new status for yourself as well as gaining global recognition as an elite marketer. You’ll prove your qualifications as a knowledgeable and driven marketing professional.

Certificate Overview: • Multichannel metrics, developing KPIs and their importance • Assessing and testing channels • Sampling techniques, multivariate tests, and segmentation strategies • RFM analysis, CHAID analysis, and cluster analysis • Using modeling to identify customer buying behaviors• Search engines, keywords, and web optimization• Reputation and linking, pay-per-click (PPC), lifetime value (LTV), acquisition cost, and ROI• Relationship between brands, consumer trust• Data governance

More at: thedma.org/analytics-cert

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Customer Insights Understanding the Customer & Applying InsightsCreate successful marketing campaigns when you understand your customer— their tendencies, behaviors, likes and dislikes, what they are susceptible to, and what they will turn away from. Knowing your customer must be top-of-mind for any business, and knowing how to attract that customer is what makes a business successful.

More at: thedma.org/ci1


Digital CRM andCustomer InsightsBootcampAfter attending the DMA bootcamp, participants will be betterequipped to bridge the gap between assembling data aboutcustomers/prospects and knowing how to apply the data to gainvaluable insights into his/her customer.

More at: thedma.org/am-ci


DMA MEMBER$999

NON-MEMBER$1,699

New YorkSeptember 26-27, 2017


DMA MEMBER$999

NON-MEMBER$1,699

New YorkNovember 15-16, 2017February 22-23, 2018

August 9-10, 2018November 1-2, 2018

San FranciscoApril 26-27, 2018


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NEW!

Hands-On Predictive Analytics for MarketersBuilding a predictive model with limited resources, short time frames, and unmanageable data sets just got easier! By the end of the day, you’ll have the knowledge to build your own basic model that uses multiple variables, including proper data selection for prediction, validation, algorithms, evaluation, and profiling the results.

More at: thedma.org/predictive-analytics

Web Analytics and OptimizationTo most of us, analytics is a black box of mystery: countless charts, graphs, lists, and seemingly unrelated bits of information are supposed to tell you where you are having success, what to improve, and how it all works together. This course will show you how to gather data and transform it into actionable insights.

More at: thedma.org/web-optimization

DATA AND MARKETING ANALYTICSCheckWebsite forPreferredSavings!

LIVE ONLINE COURSE7 CEUs


DMA MEMBER$599

NON-MEMBER$999

One DayFebruary 28, 2018

June 21, 2018December 6, 2018

DMA MEMBER$599

NON-MEMBER$999

One DayDecember 13, 2017

July 27, 2018November 13, 2018

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Measurement and AttributionNEW!

As consumers and brands become increasingly connected, marketers must deploy new and varied measurement techniques to accurately understand the impact and effectiveness of their investments. With this course, you will learn the latest in cross device tracking, connecting offline behavior to online activity, paid/owned/earned media, and the tools and techniques used to measure attribution – so that you can connect what you already know about relevant industry activities to your own organizational readiness for measuring attribution.

More at: thedma.org/MandA


DMA MEMBER$999

NON-MEMBER$1,699

New York October 26-27, 2017March 26-27, 2018

December 13-14, 2018

ChicagoSeptember 10-11, 2018

San FranciscoMay 17-18, 2018


DMA MEMBER$999

NON-MEMBER$1,699

New YorkAugust 21-22, 2017

Data-Driven Analyticsand Testing

Fundamental Measurement

Learn how to successfully navigate the data-driven ecosystem. You will learn how to identify and use vital research resources, develop a sound testing framework for each medium used, and learn how to use attribution models to overcome challenges.

More at: thedma.org/ddat

Put concrete numbers behind your marketing strategy. Understand how to set KPIs, including ROI Lifetime Value, Customer Acquisition Cost, and more.

More at: thedma.org/FM


ON-DEMAND COURSE 2 CEUs

DMA MEMBER$99

NON-MEMBER$149



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149

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Advanced MeasurementDelve deeper into direct marketing math and immediately apply your new knowledge — with success. This course will give you a better understanding of multichannel metrics, its challenges, and its solutions; it will help you understand the relationship between customer lifetime value, acquisition cost, and ROI; and it will help you maximize lead volume within allowable acquisition cost.

More at: thedma.org/AM

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“The Digital MarketingInstitute provided aholistic view of thepower of all thingsdigital. Great content!A true classroomenvironment withopen dialogue.Refreshing!”

Senior Brand Manager,AdvertisingCommunicationsU.S. Cellular

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Digital Marketing Institute – Hot Topic!Don’t blink. Because in the nanosecond that your eyes were closed, something changed in the world of digital marketing. To keep up with the changes and propel your career forward, you need to master the foundational concepts. Two days at the Digital Marketing Institute will set you up for digital success.

This information-packed seminar will provide practical, actionable ideas on website optimization, search, email, online advertising, content marketing, gamification, social, mobile, and emerging media. You’ll learn how to use digital channels to create unforgettable customer experiences, acquire customers, engage and retain them, and turn them into advocates for your brand. And, perhaps most importantly, you’ll be exposed to online analytics so you know how to measure success, fine-tune your strategy, and optimize your program.

DIGITAL MARKETING


DMA MEMBER$999

NON-MEMBER$1,699

New YorkNovember 9-10, 2017February 15-16, 2018

April 12-13, 2018June 11-12, 2018

September 17-18, 2018October 22-23, 2018

November 15-16, 2018

San FranciscoDecember 7-8, 2017

March 15-16, 2018December 10-11, 2018

ChicagoMay 14-15, 2018August 6-7, 2018Course Outline:

• Elements of Digital Marketing• History of Digital• User Experience “Don’t Make Me Think”• Usability• Storytelling• Content Marketing• Gamification• Driving Website Traffic• Search• Email • Online Advertising• New Rules of Digital Marketing

More at: thedma.org/digital



Emerging Trends

Digital Display

Retail and E-Commerce

Stay on top of the ever-changing marketing landscape and learn how to discern “hot” from “hype.” This course will focus on the sharing economy and how digital marketing can shape consumer behavior. You will explore the implications of emerging technologies such as the internet of things, VR, mobile, and advances in the retail world for the future of digital marketing.

More at: thedma.org/trends

Navigate the digital advertising landscape like an expert! This course delivers a comprehensive overview of digital media: online display advertising, the display landscape, key technologies, and industry terms. Boost your expertise in the foundational elements of digital display, including ad tags, industry pricing, creative sizing, and more!

More at: thedma.org/display

Gain a better understanding of the relationship between retail, catalogs, and e-commerce to help you optimize your customers’ buying experience. Discover how user-friendly navigation and the right landing page and shopping cart will help to boost your conversion rate.

More at: thedma.org/retail

DIGITAL MARKETING




DMA MEMBER$599

NON-MEMBER$999

Every WednesdayNovember 8-

December 13, 2017

DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149


18

Web and Search Engine Marketing

Social Media Marketing

This module will equip you with the best tips and techniques for search engine marketing, optimization, paid search, and pay-per-click advertising to get you on the right track and increase awareness of your brand starting today.

More at: thedma.org/web-and-search

Social media changes every day, which means there are new and better ways to engage consumers and build deeper relationships. The module teaches you how to develop effective and profitable social media strategies for Facebook, Twitter, LinkedIn, and more. Plus, you’ll learn how to create, leverage, and profit from blogs, podcasts, social bookmarking, online videos, social networks, and more.

More at: thedma.org/social

SEM AND PPC

SOCIAL MEDIA MARKETING



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149

19

“Powerful creative amped up and laser focused with data is the sweet spot. Data insights combined with the physicality of print: a match made in heaven.”

Lois Brayfield & Lauren AckermanJ.Schmid & Assoc, Inc.

Direct Mail CampaignsYou have just seconds to hook your customer. With direct mail marketing campaigns, you need to ensure they are effective, unique, and powerful to do just that. Direct mail is no longer dead – it is a part of nearly every effective integrated marketing campaign. This course will provide the tools you need to create your best and most effective direct mail package that fits your omnichannel marketing campaign.

More at: thedma.org/direct-mail

DIRECT MAIL


DMA MEMBER$99

NON-MEMBER$149

Mobile MarketingMake an impact with mobile marketing. This module is designed to enlighten you on the best practices for mobile, web, text, search, gaming, mobile couponing, mobile ads, and more. Reach more customers by taking advantage of the unique platform and capabilities that mobile offers.

More at: thedma.org/mobile-marketing

MOBILE MARKETING


DMA MEMBER$99

NON-MEMBER$149

21

Exploring the Potential of Mobile Apps

Mobile-Friendly Email Design

Mobile-Friendly Web Design: Responsive, Adaptive, or Hybrid?Learn the differences between responsive, adaptive, and hybrid web design – the pros and cons of each – and how to determine which is right for your business. Find out how brands have doubled their traffic and quadrupled sales with savvy mobile web design, and what you need to consider before getting started.

POWERED BY

More at: thedma.org/mobile-web

With this module, you will gain an understanding of the uses, benefits, and potential pitfalls of mobile apps, as you walk through case studies from leading retailers and businesses, and learn the keys to determining where and how apps can fit into your overall strategy.

POWERED BY

More at: thedma.org/mobile-app

Do you know if you should use responsive email design? Learn the differences between responsive design and its mobile-friendly alternatives, and determine which is the best approach for your business.

POWERED BY

More at: thedma.org/mobile-email



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$99

NON-MEMBER$149

MOBILE MARKETING

NEW!

NEW!

NEW!

22

Mapping the Customer Journey with Omnichannel Marketing

Transmission in Omnichannel Marketing

Next-GenerationOmnichannel MarketingLearn what sets omnichannel and multichannel marketing apart, the similarities and differences in these two approaches, and how to implement the important factors in forming the basis of successful omnichannel marketing using data.

POWERED BY

More at: thedma.org/omnichannel

This comprehensive omnichannel marketing module covers topics such as touchpoint engagement, channels, segmentation, and targeting that are essential in mapping the customer journey.

POWERED BY

More at: thedma.org/omnichannel-journey

This course will help you properly engage and understand your customers, target audience segments, and learn techniques of personalization and retargeting.

POWERED BY

More at: thedma.org/omnichannel-transmission




DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$99

NON-MEMBER$149

NEW!

NEW!

NEW!

23

24

“Great work should spread like wildfire across the globe, gaining the exposure it deserves.”

Cory TreffilettiVP, Marketing & Partner SolutionsOracle Data Cloud

Omnichannel Marketing: Your Communications Plan for a Seamless Customer Experience

INTEGRATED MARKETINGCheckWebsite forPreferredSavings!

Develop an effective marketing plan and omnichannel communications strategy to achieve your business goals, identify key business prospects and create a relevant and effective selling message, identify relevant channels for reaching your audience, and evaluate and utilize data and tools to measure success!

POWERED BY

More at: thedma.org/integrated

Offers, Value Propositions, and Calls to ActionCompel, persuade, and sell! Learn to create compelling offers to get your product noticed and increase customer response. Explore different types of offers and incentives – including free premiums, discounts, deadlines, and more.

More at: thedma.org/offers


DMA MEMBER$99

NON-MEMBER$149

Integrated Marketing in the Digital AgeIn the ever-changing, ever-advancing digital age, successful marketers are those who are effective integrated marketing technologists. This course will help you refine your multichannel marketing strategy, design, and execution, allowing for more successful integrated marketing campaigns.

More at: thedma.org/im


DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$599

NON-MEMBER$999

Every MondaySeptember 18-

October 30, 2017

Every Tuesday April 9-May 14, 2018

Every WednesdaySeptember 12-

October 17, 2018

25

NEW!

Advanced Email Marketing

Email Marketing In just 90 minutes, you'll learn to create powerful email programs with relevant, timely, and lead-generating messages. Discover how to identify your target audience in order to drive clicks and boost overall performance.

More at: thedma.org/email-marketing

A great addition to the Email Marketing module, this advanced course will provide the tools you need to personalize and customize your email marketing messages for maximum ROI. You’ll learn to optimize email frequency, integrate email into your overall marketing plan, and effectively segment your database for increased response.

More at: thedma.org/adv-email

EMAIL MARKETING


DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$99

NON-MEMBER$149

26

Email Deliverability 201

Email Deliverability 101 Do you know the pitfalls to avoid in order to ensure your emails are reaching the correct audience? In this hands-on one-day learning experience, you’ll learn email compliance laws, authentication, ISP tools and dashboards, spam traps, email filters for both B2C and B2B, blacklists, bounces, and much more!

Can’t attend the in-person? Attend the course virtually.

POWERED BY

A member of the eec (The Email Experience Council)

More at: thedma.org/email-101

Take a deeper dive and learn intermediate-to-advanced email deliverability concepts, such as DMARC reporting, advanced list segmentation, MTA configuration files, spam filter definitions and rules, advanced deliverability signals, and international ISP specifics.

Can’t attend the in-person? Attend the course virtually.

POWERED BY

A member of the eec (The Email Experience Council)

More at: thedma.org/email-201

EMAIL MARKETING

DMA MEMBER$660

NON-MEMBER$1,100

NEW!

NEW!

IN-PERSON COURSE

Atlanta or OnlineSeptember 7, 2017October 12, 2017

November 9, 2017December 7, 2017

LIVE ONLINE COURSE

DMA MEMBER$599

NON-MEMBER$999

DMA MEMBER$660

NON-MEMBER$1,100

Atlanta or OnlineSeptember 21, 2017October 26, 2017

November 30, 2017December 21, 2017

IN-PERSON COURSE

LIVE ONLINE COURSE

DMA MEMBER$599

NON-MEMBER$999

27





at its best.




Content Marketing Certificate

DMA MEMBER$479

NON-MEMBER$799

PAY AS YOU GO




Marketing with content is one of the fundamental challenges for marketers in the internet age. You must vigorously engage both your customers and prospects – and do it appropriately, with the right content, at the right time, and through the right channels. Most companies have content assets, but they are just beginning to learn how to develop their engagement strategy, manage the process effectively, and get results.

Why Get Certified?By completing your certificate, you’re achieving a new status for yourself as well as gaining global recognition as an elite marketer. You’ll prove your qualifications as a knowledgeable and driven marketing professional.

Certificate Overview: • Develop your content marketing strategy: leverage content, align target audience, and measure success• Learn successful copywriting: strategies for direct marketing copy, design, marketing to special-interest groups, and missteps to avoid• Master email as a direct-response channel• Achieve ideal engagement: monitor, measure, and tweak• Execute an integrated content marketing campaign across diverse channels

More at: thedma.org/content-cert

CONTENT MARKETING

28

Content Marketing

Creative Copywriting

What is your content marketing strategy? Are you delivering content to the right people, at the right time, through the right channels? In this module, you’ll learn how to develop an engagement strategy, manage an effective process, and achieve measurable results with content marketing. Also, you will have a better understanding of how and when to leverage your content assets across diverse marketing channels. Put yourself on the path to developing a successful content marketing strategy.

More at: thedma.org/content

Learn the “dos and don’ts” of copywriting straight from an expert. You will learn to enhance your writing with attention-grabbing copy. Whether you’re writing an email, direct mail letter, blog post, or tweet, your words must sell your product.

More at: thedma.org/creative-copy

COPYWRITING



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149

CONTENT MARKETING

29

30

“I benefited greatlyfrom this course!It provided a verygood foundationto create bettercopy for audienceengagement.”

Digital Marketing Specialist Edifice Group

31

COPYWRITING ESSENTIALS

LIVE ONLINE COURSE 9 CEUs

DMA MEMBER$599

NON-MEMBER$999

Every Tuesday October 24-

November 28, 2017

November 6- December 11, 2018

Every ThursdayJanuary 18-

February 22, 2018

May 3-June 7, 2018

August 2- September 6, 2018

Copywriting Essentials – Best- Selling Live Online!Become the most in-demand marketing copywriter in the biz. Hone your talent and tighten your technique while improving response rates with different strategies and new approaches. This course will ensure that you acquire the skills you need to generate profit across digital, traditional, and emerging channels, whether you write for B2B or B2C, retail or utilities, fundraising or associations, financial services or publication promotion. Find out what works, what doesn’t, and how to effectively incorporate your findings into a successful campaign.

Course Outline: • Writing Great Copy for Today’s Markets• The Story — Craft It with Features, Benefits, and a Unique Value Proposition• Expanding the Story Across Channels• Writing the Medium Message: Digital Channels• Writing the Long Message: Body Copy for DM Pieces, Email, Blogs• Putting It All Together: Inspiration and Case Studies

More at: thedma.org/copywriting






at its best.




DMA MEMBER$479

NON-MEMBER$799

PAY AS YOU GO





CRM and Attribution CertificateSeventy-five percent of marketers are planning to reorganize in the coming year in response to the changes in marketing technology. Are you prepared for the shifts that are coming?

Learn the different tools and approaches to support your CRM & attribution efforts – resulting in a more effective marketing strategy and overall customer experience.

Why Get Certified?By completing your certificate, you’re achieving a new status foryourself as well as gaining global recognition as an elite marketer.You’ll prove your qualifications as a knowledgeable and drivenmarketing professional.

Certificate Overview: • Know how organizations relate to CRM and the different

approaches used to manage data• Get better equipped to listen and respond to your customers

across various touchpoints effectively and strategically – enabling you and your organization to become truly omnichannel

• Learn to think holistically about the customer experience, andconnect to and use customer data so that your messaging iscontextually relevant to the customer’s moment of truth

• Gain a deeper understanding of each marketing channel, its strengths and weaknesses, and its appropriate applicationsfor your audience(s)

POWERED BY

More at: thedma.org/crm-cert

NEW!

32

The Data-Driven Marketing Landscape

Understanding Data to Understand the Customer

Technology: The Tools to Access the Audience

Discover the approaches to audience management for CRM and attribution, and examine the challenges and roadblocks faced by today’s data-driven marketers. You will also walk through the essentials of data for marketing: What is it? Where does it come from?

POWERED BY

More at: thedma.org/ddm

Learn what it takes to make data useful, dig deep into the data, how to source it, and why it is so critical to marketing. We will walk you through the different types of data employed for marketing, and review the best practices for handling.

POWERED BY

More at: thedma.org/understanding-data

Learn the tools of CRM, data warehouses, DMPs and how they differ, as well as the marketing cloud. Issues such as audience member recognition, identity fragmentation, data onboarding, and related practices will also be explained.

POWERED BY

More at: thedma.org/tech-tools


NEW!

NEW!

NEW!

33


DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$99

NON-MEMBER$149


DMA MEMBER$99

NON-MEMBER$149

34

“Organizations thathave mastered the art of creating superiorcustomer experiencesstart by learningeverything they canabout their customers’behavior.”

Elizabeth MagillIBM Portfolio MarketingCustomer AnalyticsIBM Cognitive Engagement

35

Customer Reach: The Channels

Applications of Effective Customer Management

Segmentation: Understand & TargetMarketing must be all about the customer. And by segmenting your audience, dividing your customers by their similarities to market or delivering products and services. You will learn to identify which customers to serve and how to serve them.

POWERED BY

More at: thedma.org/segmentation

Go on a deep-dive progression through each marketing channel, and learn how they fit into the overall omnichannel marketplace. Learn how to maximize your marketing efforts and reach your best audience through the use of diverse marketing channels, what are the strengths and weaknesses of each, and how emerging channels such as programmatic marketing can be used to find prospects and customers.

POWERED BY

More at: thedma.org/channels

In this module, you will walk through the best ways to collect and treat data at an organizational level, enabling the organization to become truly omnichannel, think holistically about the customer experience, and connect to and use customer data so that your messaging is contextually relevant to the customer’s moment of truth.

POWERED BY

More at: thedma.org/applications



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149


NEW!

NEW!

NEW!


DMA MEMBER$99

NON-MEMBER$149

Emotional Brandingand Marketing

Journey Mapping

To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. To maximize results, marketers need to develop psychological/emotional profiles for core customers, and then build data strategies to successfully find and reach like minds. Marketing without psychological relevance and a keen understanding of data falls short every time. This course is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.

More at: thedma.org/pomLOL

This course will teach you how to think about your customers’ experiences and what questions to ask to get the relevant information. We use the art and science of journey mapping to bring the experience alive, and to help focus on the “pain points” and “moments of truth” in the customer journey, enabling a vastly improved customer experience.

POWERED BY

More at: thedma.org/journey




DMA MEMBER$599

NON-MEMBER$999

Every FridayOctober 13-20, 2017

Every MondayJuly 16-

August 20, 2018

DMA MEMBER$599

NON-MEMBER$999

Every ThursdayOctober 12-

November 16, 2017

March 22- April 26, 2018

Every FridayJune 1-July 6, 2018

Every MondayOctober 1-

November 2018


36

12 ,

Database Marketing

Advanced Database Marketing

Comprehensive CRM and Database MarketingExecute more intelligent marketing decisions with these best practices for deciphering data. In this two-day course, delve into the constructs of successful customer relationship marketing (CRM), database marketing strategy, and the technical/analytical side of data. You’ll leave with the ability to transform your customer relationships from “acquisition” to “long-term loyalty.”

More at: thedma.org/crm

Put database marketing to work for you immediately with these state-of-the-art techniques, strategies, tactics and key principles.

More at: thedma.org/database

Dive deeper into the key principles of database marketing, such as customer lifetime value, customer segmentation and predictivemodeling. This course will help you explore statistical modeling and identify pitfalls to avoid..

More at: thedma.org/adv-database



DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149



DMA MEMBER$999

NON-MEMBER$1,699

New YorkDecember 11-12,2017

May 22-23, 2018September 27-28, 2018


37

Social CRM

Relationship Marketing I

Relationship Marketing II

Integrate social media into your traditional CRM and use social data to influence overall marketing, sales, and customer management efforts. Learn the difference between social media marketing and social customer service to help personalize your customer engagement strategies.

More at: thedma.org/social-crm

What if we could treat customers the way we want to be treated and achieve double-digit increases in revenue and customer engagement? This course teaches a 4-Step Relationship Marketing Process that will help you generate customers who care, spend, and stay with you for years. Part I of this course covers Steps 1 and 2 of the process, showing you how to implement these proven best practices.

More at: thedma.org/rm1

Achieve double-digit response rates and increase the power of your online marketing simply by using the principles of relationshipmarketing. A continuation of Relationship Marketing I, this course covers Steps 3 and 4 of the 4-Step Relationship Marketing Process.

More at: thedma.org/rm2




DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149

DMA MEMBER$99

NON-MEMBER$149


38

39

“Learning removes the barriers between talent and opportunity.”

Luci RaineySVP, Consumer Marketing Comcast

438535_V1.indd 3 8/29/17 1:18 PM

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Documents

ROCKET FUEL - The DMA our content content marketing copywriting crm and database marketing data and marketing analytics digital marketing direct mail direct marketing email