Digital Marketing Course


24 locations available

Program Description

Skills & Tools

Gain proficiency in social advertising and use Facebook, Google AdWords, and Google Analytics to find meaning in user behavior.

Production Standard

Develop and plan a campaign driven by data and paid‐search strategies — and measured by key performance indicators.

The Big Picture

Become a driver of your company's bottom line by using cutting‐edge techniques and platforms to market products and acquire users.

Meet Your Support Team

Our educational excellence is a community effort. When you learn at GA, you can always rely on an in-house team of experts to provide guidance and support, whenever you need it.


Learn industry–grade frameworks, tools, vocabulary, and best practices from a teacher whose daily work involves using them expertly.

Teaching Assistants

Taking on new material isn’t always easy. Through office hours and other channels, our TAs are here to provide you with answers, tips, and more.

Course Producers

Our alumni love their Course Producers, who kept them motivated throughout the course. You can reach out to yours for support anytime.

See What You'll Learn

Unit 1: Digital Marketing Framework & Strategy

  • Business & Customer Strategy
    • Define the core components of a business (value proposition, business model, customer).
    • Explain your business model and write an elevator pitch.
    • Define Digital Marketing, explore its evolution and the current landscape.
    • Define segments and the role segmentation plays in marketing.
    • Define your audience and build a target persona with a customer empathy map.
  • Data-Driven Marketing
    • Identify how data is used to map marketing back to channels and the consumer journey.
    • Discuss the role of data, metrics, and KPIs in digital marketing.
    • Explain the process of launch, collect, review, change.
    • Practice setting marketing objectives and determining KPIs for those objectives.
    • Discuss key metrics like ROI, CAC, and LTV.

Unit 2: Digital Marketing & SEO

  • Digital Marketing Strategy & Channels
    • Describe the landscape of channels today and how channels are used.
    • Differentiate between broadcast, direct, and social channels.
    • Identify the relevance and role of various channels for your business and customers.
    • Define channels that you will use in campaigns, and where your approach is paid, earned, or owned.
    • Explain how to use channels to market to the right customers at the right time.
  • SEO
    • Review SEO and its role in marketing.
    • Identify keywords for your business and their use for growth.
    • Develop an SEO strategy.
    • Learn how to improve page rankings for relevant terms.
    • Use keyword tools for research and write SEO tactics for your web content.
    • Compare results from different SEO tactics and approaches.

Unit 3: Paid Social & Advertising

  • Paid Search, Adwords, & SEM
    • Perform keyword research analyzing search volume and competition.
    • Apply keyword and search intent targeting to your business.
    • Define click bidding and bid management, budgeting.
    • Create your own AdWords campaigns.
    • Evaluate results and optimize AdWords.
    • Review key metrics and KPIs for SEM.
  • Paid Social
    • Outline the process of running a social ad campaign.
    • Create and manage a social ad campaign on Facebook, Twitter, and/or Instagram.
    • Identify the data that is available from social media platforms and how it can be used.
    • Create and distribute UTM-coded links.
    • Interpret metrics to optimize paid social strategies across platforms.
    • Select appropriate social media platforms for a brand and specific campaigns.
    • Structure smaller tests to influence a larger campaign's direction.

Unit 4: Content Marketing & Social

  • Content Strategy
    • Outline the process for developing content campaigns.
    • Create a content plan with key messaging, content mapping, distribution and measurement.
    • Develop a Native Advertising strategy to increase the targeted reach of your content.
    • Assess which content marketing tactics meet specific marketing and business goals.
    • Determine the key metrics for measuring and optimizing content marketing tactics.
  • Content Marketing & Social Media
    • Distinguish best uses and approaches to the primary social platforms.
    • Select appropriate influencers for your project and determine your influencer outreach strategy.
    • Curate and modify digital content across your social channels.
    • Determine the role of community management in social media marketing.
    • Identify metrics and KPIs for measuring the impact of social media.

Unit 5: Marketing Acquisition & Conversion Rate Optimization

  • Landing Pages, UX, & Lead Gen
    • Review best practices of digital marketing UX.
    • Explore how on-site marketing works and the ways to optimize those efforts.
    • Evaluate the design, functionality, and effectiveness of landing pages.
    • Develop landing pages and forms for your business.
  • A/B Testing & Marketing Optimization
    • Utilize best practices for conducting A/B tests across channels.
    • Consider various reporting techniques to communicate results.
    • Develop optimization strategies to meet overall marketing goals.
    • Describe potential outcomes, benefits, and risks when employing A/B testing and experiments.
    • Set up and apply A/B tests to your business.
    • Use Optimizely to explore and implement a test.
    • Discuss Conversion Rate Optimization.

Unit 6: Customer Engagement & Retention

  • CRM & Email Marketing
    • Plan and prepare lifecycle marketing strategies.
    • Map content and channels (like email) to your customer's lifecycle.
    • Plan, execute and measure email marketing campaigns.
    • Gain basic familiarity with common tools of the trade.
  • Retargeting, Referrals, & Winbacks
    • Define retargeting and understand the mechanics of the tactic.
    • Identify the approaches to increase referrals and apply to your business.
    • Explore key winback tactics, when to use them, and how to measure effectiveness. Identify the most relevant retention and referral metrics and KPIs.
    • Design a referral campaign or program.

Unit 7: Analytics, Data, & Reporting

  • Metrics, Sources, & KPIs Revisited
    • Identify and use valid statistical techniques when performing an analysis.
    • Setup and apply the basics of Google Analytics, including core concepts like Goal Tracking, and micro and macro conversions.
    • Describe statistical techniques and common equations used to measure performance.
    • Describe and compare strengths and weaknesses of attribution models (last click, time decay, multichannel).
    • Create and use a cohort report.
  • Google Analytics Deep Dive
    • Use Google Analytics to access, manipulate, and report data.
    • Use Google Analytics to find insights.
    • Explore features and uses of Google Analytics - audience, behavior, conversions, attribution, reporting, funnel analysis.

Unit 8: Display, Facebook, or Mobile Deep Dives

  • Facebook Deep Dive
    • Create and execute Facebook advertising campaign.
    • Explore Power Editor and its uses.
    • Discover the targeting capabilities and features available to Facebook advertisers.
    • Use Facebook analytics to review, understand, report data.
    • Optimize Facebook ad campaigns with data.
  • Display, Programmatic, & Retargeting
    • Identify digital ad formats, features, capabilities, and opportunities for use and measurement.
    • Explain programmatic ad buying and other developing technologies.
    • Review cases and examples of display campaigns and discuss display's role in retargeting.
    • Explain how to use segmentation to target ads on display and retargeting.
    • Summarize difference between targeting audiences by attributes and behavior rather than publisher.
    • Develop a display strategy for your business.
  • Mobile Marketing Deep Dive
    • Map the customer decision journey for mobile web vs mobile app.
    • Breakdown the mobile audience demographically and based on device usage.
    • Discuss paid advertisements in mobile as they tie to channels already covered.
    • Explain attribution challenges in mobile.

Unit 9: Storytelling & Budget Planning

  • Storytelling & Persuasion Marketing
    • Define the key elements of storytelling and useful storytelling models.
    • Discuss storytelling examples as they pertain to marketing.
    • Practice copywriting techniques.
    • Apply storytelling and pitch techniques to your presentation.
  • Campaign Planning & Budgeting
    • Identify tactics for planning and controlling marketing spend.
    • Practice planning and budgeting in accordance with the needed outcome.
    • Define the typical expenses of common channels and tactics.
    • Articulate a plan and budget for your project and defend your decisions.

Unit 10: Presentations & Next Steps

  • Presentation Day 1
    • Effectively communicate your marketing plan in your final project presentation.
    • Critique and provide feedback to classmates.
  • Presentation Day 2 & Next Steps
    • Effectively communicate your marketing plan in your final project presentation.
    • Critique and provide feedback to classmates.
    • Identify next steps for continued learning.

Financing Options

Need payment assistance? Our financing options allow you to focus on your goals instead of the barriers that keep you from reaching them.


Apply for 3-year, fixed-rate, merit-based loan¹ for your tuition and cost of living financing. Current income not factored into financing approval for Immersive students.

¹Must be a US citizen or Permanent Resident; approval pending state of residency. Financing options differ in each market and are only available to students accepted into our programs.
Contact a local admissions officer for more info.

Last updated May 2018

About the School

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flou ... Read More

General Assembly is a pioneer in education and career transformation, specializing in today’s most in-demand skills. The leading source for training, staffing, and career transitions, we foster a flourishing community of professionals pursuing careers they love. Read less
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