ADMA IQ Semester 2 Course Guide July 2022

MAKE YOUR MARKETING CAREER A

ABOUT

Relevant, practical skills from industry leaders. Give yourself an unfair advantage.

When an industry moves as fast as ours, you can’t afford to stay still. You need to be Industry Qualified.

As the principal industry body, we know what it takes to keep up with our ever-evolving landscape.

Whether you need to build skills to take your marketing career to the next level or you’re leading a robust team that needs to be ready for what’s ahead, we give you the unfair advantage.

ADMA IQ is the only place you learn directly from leading industry practitioners, subject matter experts and some of Australia’s top 50 CMOs –taking lessons from real-world scenarios and turning them into instantly applicable skills. Whether you’re a learning, applying, leading, or expert marketer, we draw on our network of top industry experts to bring you world-class marketing education.

When talent is hard to come by, we can also help leaders build the right skills and expertise from the inside. Powered by our Skills Assessment, we can develop a bespoke, in-house training program for your team so you can build on existing strengths and focus on developing skills gaps. Making your people more effective and engaged and helping you retain invaluable talent long term.

Pick and choose engaging courses that will help you be more effective with our modular approach – giving relevant skills and helping you boost your career, no matter what stage you’re at. Choose from certificates, courses or modules and learn the way that works for you – virtually, in smallgroups or on-demand with ADMA’s IQ Learning Lab which gives you 24/7 access in an environment built to engage you in your marketing education.

For more information, call our education team on 02 9277 5400 or email iq@adma.com.au today.

With extensive input and endorsement from industry leaders, the ADMA Marketing Skills Assessment takes a true industry-led approach, covering the full end-to-end marketing process. It is grounded by ADMA’s robust marketing Capability Framework – which examines the four key marketing operational quadrants (Discovery, Strategy, Planning and Execution), and drills down into 12 capabilities and 35+ skills.

Knowing who, what and where to improve – and doing something about it – will set you up for improved Team performance and ultimately drive business results.

Technological change and marketing will continue to evolve quickly. As you focus on delivering your business goals, we are committed to improving industry standards and developing highly capable marketers.

The ADMA Skills Assessment will give you the clarity, tools, and confidence to achieve your goals.

» Developed for the Australian market

» Endorsed by industry leaders, created by the leading marketing industry body to provide actionable reporting and a training pathway at both team and individual level

» Grounded in a robust capability framework, covering the four key marketing operational quadrants which enables a complete 360° view of marketing capabilities and skills

» Results are presented in an intuitive dashboard that allows extensive “drill down” into capability areas.

How the ADMA Marketing Skills Assessment Works

Define: Respondents complete the Marketing Skills Assessment

Answer a straightforward series of questions. The evidence-based, self-assessment collects ‘Know, Do, Share’ criteria for each capability and skill. The assessment can be completed on any device and takes approx. 30 mins.

Decide: Analysis & Reporting

See where you excel, and understand the skills you are missing. The consolidated report of findings identify key themes and gaps in skills and capabilities, at a team and/or individual level. Includes four different learning stages, and is relevant to all experience levels and marketing career paths.

Do: Recommendations

Explore your personalised recommendations to start your learning journey. Use the actionable recommendations derived from the assessment results to help drive the prioritisation of your Learning and Development requirements and to inform your recruitment and organisation design.

ADMA Marketing Skills Assessment is an included Member benefit

Team limits are aligned to Membership levels. Contact your ADMA membership manager for details and to register.

Additional Members: $80pp+GST | Standard price: $120pp+GST

LEARNING LAB

Giving you complete control of how, when, and where you study.

ADMA IQ Learning Lab provides you with all you need to thrive in a competitive marketplace and get absolute value from your education.

Future-proof your marketing career with our diverse range of online courses and industry recognised certifications. Connect with like-minded marketing professionals also studying our flexible, self-paced online courses.

Experience the ADMA IQ Learning Lab

Anywhere, anytime – study your way

We all like to learn differently. Choosing to study online through ADMA IQ Learning Lab will suit you whether you’re a night owl, an early bird or someone who prefers bite-sized learning throughout the day. Choose when and where you study, with optimised content for desktop, tablet, and mobile experiences.

Today’s learners demand flexible options that enable them to learn anytime, anywhere on any device. ADMA IQ Learning Lab utilises innovative learning technologies to provide relevant, engaging and thought leading education.”

Melinda Arko, ADMA Head of Education

“

DIGITAL BADGES

Digital badges are a graphical representation of your skills combined with a description of the knowledge and activities it took to earn them.

ADMA Digital Badges are validated awards and contain verified metadata.

They showcase the skills and accomplishments you have earned. When you share your badge via social media or on your resume, readers can click to learn about the qualification and the process required to earn it.

What’s inside?

What badges can I earn from ADMA IQ?

WHICH MARKETING EDUCATION IS RIGHT FOR ME?

Delivery format Course type Learning level

Single and multi-day intensives held online live for your convenience with small class sizes for high engagement with the subject matter expert instructor. Perfect for those who learn better with instructors in a virtual classroom setting.

Online courses are self-paced, so you can revisit any lessons as needed. They are available online with 6 months to complete and are perfect for self-motivated students with busy schedules.

We come to your team for bespoke training. Contact us for a quote.

Focused and concise deep dives on individual topics. Modules require a time commitment of approx. 2-4 hours.

Courses are designed to help you learn, grow, and build your skills (training). These courses provide the skills underpinning focused areas of marketing. Courses require a time commitment of approx. 8-10 hours.

Self-paced In-house Certificate

Certificates are designed to provide intensive and comprehensive understanding of specific or specialised marketing disciplines. These certificates extend your knowledge and equip you with skills to bring back into your organisation. They are recommended for marketers with prior experience who wish to develop their expertise. Certificates require a time commitment of approx. 30-40 hours.

This course is suitable for entry-level marketers or beginners in a particular area. No prior knowledge or access is needed for these courses.

The course is suitable for marketers already working within a marketing context with direct or indirect access to the martech of a business or organisation, and there is some assumed knowledge – approx. 4-6 years working in the industry. It is designed to give a strong foundation across all the pillars of digital marketing.

Instructor-led Module Course Learning Applying Leading

These courses are designed for senior marketing professionals, of approx. 7-15 years. You have deep knowledge of the end-to-end processes in marketing. Courses should take this deep knowledge and apply it to new or dynamic contexts, such as technology and compliance and regulatory.

CERTIFICATES

DIGITAL MARKETING CERTIFICATE

Certificate Instructor led Digital Marketing Applying

Invest in Australia’s most sought-after Digital Marketing Certificate with 100% satisfaction rate.

The iconic ADMA Digital Marketing Certificate gives you the edge when it comes to strategic, dynamic and practical digital marketing skills.

Learn from Australia’s most accomplished marketing leaders, with top CMOs joining live sessions and sharing their experiences tackling digital marketing challenges. This course is a rare opportunity to learn what is working in the real world, not just in theory.

COURSE OUTCOMES:

» Understand the broader digital landscape

» Leverage the power of digital marketing and the role of digital channels

» Develop a digital marketing strategy for your business

» Develop your campaign planning and management implementation skills

» Apply your digital skills in a rapidly evolving industry

“

The instructor was professional and knowledgeable. [They] planned the classes very well by stimulating a lot of fun and interesting group exercises. The structure was clear and the homework was reasonable and well explained. Highly recommend!

BRAND

I’ve found the Digital Marketing Certificate invaluable in learning and understanding the digital marketing world in real terms.

Cassie (Local Government), 2021

CERTIFICATE COVERS:

This course is facilitated by an experienced Digital Marketing Consultant, and is an engaging blend of online courses, interactive tutorials, peer-to-peer learnings and CMO sessions and the content is practical and up-to-date. Throughout the course you’ll build a detailed digital marketing plan for your business and future proof your marketing skills.

Module 1: 1.1 Digital Marketing Landscape 1.2 Future Trends 1.3 Strategic Framework 1.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker

Module 2: 2.1 Targeting Segmentation personas 2.2 Journey Mapping 2.3 Live tutorial with Simone Blakers feat. Guest CMO Speaker

Module 3: 3.1 Content Marketing 3.2 Personalisation 3.3 Paid - Display & Programmatic 3.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker

Module 7:

7.1 Implementation - martech 7.2 Implementation - automation 7.3 Live tutorial with Simone Blakers

Module 8: 8.1 Measurement - pirate metrics and Google Analytics 8.2 Live tutorial with Simone Blakers

Module 9:

9.1 Conversion rate optimisation 9.2 Testing and conversion 9.3 Working practices 9.4 Live tutorial with Simone Blakers

Final week: An opportunity for a 15min 1:1 with the lecturer. This final week is non-mandatory. You may opt out and receive a Certificate of Completion, or you can submit your final assessment. Upon passing the final assessment, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

Module 5: 5.1 Paid - social 5.2 Owned - social 5.3 Paid/Earned - influencers 5.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker

CONTENT MARKETING CERTIFICATE

ENROL NOW

Having an effective content strategy that communicates and engages your consumers is vital to the success of a brand or business. The Content Marketing Certificate will assist your learning in how to design a content strategy, create content that resonates with your customers and the best channels for implementation.

COURSE OUTCOMES:

» Create engaging content that drives engagement

» Understand marketing via social media channels

» Develop and implement an effective content strategy

» Define the best marketing channels for your business

» Analyse and optimise content

» Connect with customers based on their purchase decision

» Plan, distribute and optimise for content

“

Working as a creative and having no formal marketing background, the course was invaluable for my professional development, helping remove any walls between creative and marketing.

Learn how to create a great content strategy and market your content to a targeted audience.

CERTIFICATE COVERS:

This Certificate provides a comprehensive and practical overview: from developing a Content Marketing strategy, to implementation through social channels. The format of four focused courses ensures a deep understanding that will make a difference in your business.

Course 1: Content

Marketing Strategy

» Module 1: Content Marketing Overview

» Module 2: Planning Content Strategy

» Module 3: Mapping Content to Audience

» Module 4: Content Creation and Production

» Module 5: Content Distribution

» Module 6: Measuring Content Marketing

Course

2: Content for Social Networks

» Module 1: Social Media Channels

» Module 2: Facebook

» Module 3: Twitter

» Module 4: Instagram

» Module 5: YouTube

» Module 6: LinkedIn

» Module 7: Pinterest

Course

3: Social Media Marketing Essentials

» Module 1: The Social Media Landscape

» Module 2: Campaign Analysis

» Module 3: Campaign Planning

» Module 4: Content Creation

» Module 5: Content Distribution

» Module 6: Managing Campaigns

Course 4: Copywriting Essentials

» Module 1: Copywriting Foundations

» Module 2: Creativity with Copy

» Module 3: Copywriting Techniques

» Module 4: Writing for Digital Assessment:

» In-module questions and activities

» Online final exam

Upon completion of the Content Marketing Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

SOCIAL MEDIA MARKETING CERTIFICATE

ENROL NOW

Create social media campaigns that have great results in a multi-channel environment. Understand how a social media strategy will improve your performance and get started with writing a social media strategy for your business.

COURSE OUTCOMES:

» Understand how to engage audiences through social media

» Set effective SMART objectives, which are aligned with your business goals

» Understand the importance and impact of a social media strategy

» Develop your own social media strategy, social content strategy & plan

» Manage the customer service demands on a social media channel

» Understand influencer marketing

» Gather useful data, analyse and turn into actionable insights

The Social Media Marketing Certificate will teach you how to use data to create customer focused social media strategies.

CERTIFICATE COVERS:

You will be taken through the entire lifecycle of developing an overarching social media strategy and a campaign based strategy.

Module 1: Social Media Engagement

» Why is social media engagement important?

» Creating a customer-centric social strategy

» Exemplary brands in social media

Module

2: Social Media Objectives

» Setting objectives and KPIs

» Choose the right metrics to measure success

» Use the SMART objective framework Social Listening

» Introduction to Social Listening

» How to Build a Social Listening Strategy

» Tools for Social Listening

Module

3: Social Media Strategies

» Developing a social media strategy

» Developing a social media channel strategy

» Developing a social media campaign strategy

Module 4: Selecting Social Platforms and Funding them

» Aligning your audience and social platforms

» Paid, Owned & Earned Media

» Funding your social media channels

Module

5: Social Content Strategy

» Defining content pillars

» Content format

» Planning social content

Module 6: Planning your Social Media Content

» Reactive and planned social media content development

» Tips for implementing your content plan

Module 7: Customer Service on Social Media

» Interacting with customers on Social Media

» Staffing social media for customer service

» PR disasters, recovery & contingency

Module 8: Influencer Marketing

» Research and identify your influencers

» Engaging influencers in your marketing campaign

» Measuring influencer activity

Module 9: Analytics and Insights

» Social media analytics & insights

» Test & learn on social media

» Developing insights and communicating with stakeholders

Assessment: Two online exams

» Exam 1: 50 Multiple-choice

» Exam 2: Case study with short answer questions

Upon completion of the Social Media Marketing Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

ANALYTICS CERTIFICATE

ENROL NOW

Developed by leading industry practitioners, this certificate provides a foundation for anyone starting a career in analytics, or those wanting greater exposure to data prediction.

COURSE OUTCOMES:

» Understand analytics principles and data lifecycles

» Use analytical tools and techniques

» The power of data visualisation

» Understand data predictive analytics, predictive modelling

» Data modelling effectiveness

Developed and endorsed by IAPA

Explore practical ways to use data to improve revenue, organisational efficiency and competitiveness.

CERTIFICATE COVERS:

A well-rounded course that gives a full overview of the role of analytics in business. From the fundamentals of analytics, through to framing your data into a compelling story, using data to support your business case, and models for measuring and predicting feasibility.

Course 1: Analytics Fundamentals

» Module 1: Defining Analytics

» Module 2: Analytics Lifecycle

» Module 3: Analytics Techniques

» Module 4: Tools for Analytics I

» Module 5: Tools for Analytics II

» Module 5: Delivering Results

» Module 6: Emerging Trends

Course 2: Data Visualisation

» Module 1: Introduction to Data Visualisation

» Module 2: Discovering Data Visualisation

» Module 3: Storytelling with Data

» Module 4: How to Present Data

Course

3: Practical Predictive Analytics

» Module 1: Introduction to Analytics

» Module 2: Developing a Business Case

» Module 3: Data Reduction

» Module 4: Variable Exploration & Model

» Module 5: Sample Design

Course 4: Sentiment Analysis

» Module 1: What is Sentiment Analysis?

» Module 2: Text Analysis

» Module 3: Data Pre-processing

» Module 4: Measuring Sentiment

Assessment:

» In-module questions and activities

» Final online exam

Feasibility

» Module 6: Predictive Modelling Techniques

» Module 7: Evaluating Model Effectiveness

Upon completion of the Analytics Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

BEHAVIOURAL ECONOMICS CERTIFICATE

ENROL NOW

Behavioural Economics is the study of psychology, human behavior and decision-making patterns that drive consumer’s choice. Understanding behavioural economics is important for developing new products or product features as well as input to making better marketing decisions. In this course you will learn how to become a successful marketer by utilising economic and psychology driven insights.

COURSE OUTCOMES:

» Learn about consumer behavior patterns and psychology and study behavioural economics examples.

» Understanding how to change your customers’ behavior and mechanisms that drive your customers’ choice will help marketers develop a better value proposition that will fit their target audience.

Learn how psychological, social and cultural factors can be used in your marketing campaigns.

CERTIFICATE COVERS:

Module 1: Introduction to behavioural science

» What is behavioural economics and why we should use it in marketing

» Three ways you could be harnessing behavioural economics

Module 2: Behavioural science themes

» The danger of claimed data

» Overestimating the importance of target audiences

» An emphasis to target contexts

Module 3: How successful campaigns have been based on biases

» De Beers – anchoring

» Nespresso – price relativity

Module 4: Introduction to the Behavioural Economics framework

» Frameworks you can use

» Government implementation of Behavioural Economics

Module 5: Make it easy

» Friction and disproportionate influence on behaviour

» Choice paralysis

Module 6: How to run a robust experiment

» Setting up your hypothesis

» Understand the context with in the data

» Reach meaningful conclusions

Module 7: Make it attractive

» Scope insensitivity and payment methods

» Promotions and plausibility

» Counter-intuitive ways of boosting attractiveness: pitfall effect

Module 8: Make it social

» How consumers look to others when making decisions

» Show how social proof can backfire and be used creatively

Module 9: Make it timely

» How the same message changes with when people hear it

» Why talking to consumers after a life event is a window of opportunity

» How brands can capitalise on the fresh start effect

Assessment:

» 1 one-hour exam

Upon completion of the Behavioural Economics Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

Maximise your digital marketing campaign effectiveness and improve return on investment (ROI) by utilising digital analytics. Gain insights of customer online behaviour trends across different marketing channels and learn how to use them to create a robust marketing strategy.

COURSE OUTCOMES:

» Understand and utilise data-driven marketing to help achieve your business objectives

» Brief your analytics teams effectively

»

marketing technology (MarTech) stack

a strategic

plan

CERTIFICATE COVERS:

This hands-on course includes workshop exercises and homework that will apply your learnings against your own business challenges.

Day 1: Practitioner – Introduction to data-driven marketing.

» What is data-driven marketing?

» Where does the data come from including types of data and ownership?

» Collection methodologies and data value exchange

» Ways to unlock insights and predictions

» Real world data-driven marketing case studies

» The future of Data

Day 2: Strategy – Implementation of strategy

» Data in action – examples of how marketers are applying data

» Strategic Framework

» Measurement, tracking and attributionWorkshop your own strategy

Day 3: Leadership – Ethical frameworks to data-driven practices

» Data privacy considerations

» Data operations and governance – responsibilities and KPIs

» Leadership principles

» Reviewing your Martech stack and data ecosystem

» Cross functional management – stakeholders and data partners

» Workshop your own strategy

Day 4: Individual Assessment

» Presentation to the group

» Choose to develop a data driven marketing or a data governance strategy for your individual assessment

Upon completion of the Data-Driven Marketing Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

DIGITAL MARKETING ESSENTIALS COURSE

Learn digital marketing essentials and how to leverage technology and data to drive results.

Get the inside track to marketing success and learn digital marketing. From Facebook to Google Analytics, gain industry tips and tricks for successfully incorporating digital channels into your campaigns.

COURSE OUTCOMES:

» Understand the online marketing landscape and identify the appropriate online media to achieve your objectives; learn the value of analytics and how to understand a Google Analytics report.

» Leverage tools in marketing for social media including creating content and buying sponsored posts.

» Understand SEO and how to optimise paid and organic search, manage email marketing that is SPAM-compliant, and understand mobile and its impact on the digital landscapes.

COURSE COVERS:

» The role of content and data in digital marketing and the channel options within paid media

» The development and usability of websites; establishing and managing SEO best practice

» Email marketing and databases

» New technology and tactics, mobile marketing, and emerging media

» The development and usability of websites; researching keywords and establishing and managing SEO best practice

» How to effectively leverage the available tools in marketing for social media including creating content and buying sponsored posts

» Digital marketing and the role of agencies when campaign planning

» Cross-media integration and tying it all together for acquisition and retention

DIGITAL

Get digitally savvy. Understand the digital landscape, and the role of data, content, and customer experience.

Whether you want to sell online, increase your social media reach, or improve your customer engagement, digital marketing basics are vital. Explore the role of data and content and how this can shape customer experience.

COURSE OUTCOMES:

» Learn about the digital landscape and the core principles of digital marketing strategy » Define customer centricity and its importance in customer experience

» Unpack content creation and planning

» Identify the role and importance of data

COURSE COVERS:

Develop a planning framework to ensure your strategy lays the foundation for powerful strategy development.

Explore how strategy fits into the digital marketing plan, with a structured and practical approach to developing customer-centric digital marketing strategies.

COURSE OUTCOMES:

» A practical planning framework ensures your strategy lays the foundation for powerful strategy development.

» A grounded strategy focuses your targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint.

» To build efficient and effective data, channel and creative strategies that support and evaluate the delivery of your digital strategy.

COURSE COVERS:

» Digital marketing planning

» The power of omnichannel campaigns

» Implementing the integrated planning process » Strategic campaign briefing » Defining SMART objectives

» How to scale your search engine opportunities » Affiliate marketing strategy » Display marketing strategy » Search engine marketing strategy

» Making the most of mobile marketing » An introduction to mobile marketing strategy » Developing a mobile marketing strategy » Measure and test your mobile marketing activity

» Putting your customers at the heart of your website design » Customer centric website strategy » Website campaign strategy » Measuring effectiveness of websites

DIGITAL MARKETING STRATEGY COURSE

Digital marketing is important – but where do you start? Develop a digital strategy that ensures your marketing activity is aligned with your business goals and optimises your use of digital channels.

Uncover the framework and processes for developing and delivering successful digital marketing.

COURSE OUTCOMES:

» Identify what scope of digital strategy you need for your business, define key business objectives, who the key stakeholders are and how to work them

» Develop a strategic framework that aligns digital activity to customer journeys and business outcomes

» Understand insights from your own digital assets and the broader competitive landscape and apply key trends

» Expand your strategy into the key components for implementation

COURSE COVERS:

» Understanding the role of digital within the business

» Developing customer segments, and customer experience maps aligned to your business objectives and 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 and implementing digital strategies for customer acquisition, retention, and branding

» Putting together a KPI and metrics framework to track strategy effectiveness

DIGITAL MARKETING CHANNELS COURSE

Optimise your use of key digital channels. Build your brand and own your online space with digital channel planning.

Strengthen your existing digital knowledge and reach your business goals sooner. Optimise digital channels for maximum impact and uncover information about the contributions the channel is making to the consumer journey.

COURSE OUTCOMES:

» Understand the role of each digital channel and how the digital channel fits into your overall business strategy.

» Select the appropriate paid digital media options and learn how to optimise placements and apply best practice in developing a website and managing an email database.

COURSE COVERS:

» Module 1: Websites

» Module 2: SEO

» Module 3: Mobile Marketing

» Module 4: Email Marketing

» Module 5: Digital Marketing Compliance

» Module 6: Social Media Marketing

» Module 7: Digital Paid Advertising

CONVERSION RATE OPTIMISATION COURSE

Understanding Conversion Rate Optimisation (CRO) is your pathway to level up your skills.

Conversion rate optimisation is a highly in-demand and powerful skillset. Take the next step and place yourself at the forefront of this exciting area with CRO training specifically designed for industry professionals. Learn the basics to improve your skills at optimising conversion rates to become part of the top 1% of CRO professionals globally.

COURSE OUTCOMES:

» Understand the basics of CRO and personalisation, including test ideation, prioritisation, and test type selection Understand how CRO fits in with digital strategy overall, with governance model and processes to harness IP and learnings.

» Understand what team and processes you need to develop a culture of experimentation and an efficient CRO program.

COURSE COVERS:

» The basics of CRO and personalisation

» Using a test development framework

» Applying a systematic approach to test ideation and using behavioral economics to develop better test ideas

» Dealing with CRO political challenges internally

» Scaling up your optimisation team

» Building an ‘optimisation’ and ‘test everything’ culture across the entire business

“

The course provided a great overview of the key aspects of conversion rate optimisation and gave me valuable insights into how we could leverage conversion rate optimisation for our clients.

Luka Maretic, Inlight

Harness the power of digital campaign planning and discover how digital marketing can make your campaigns thrive.

Explore the practical elements of digital marketing, and how you can use them within your brand’s activity. Discover how to manage, plan, budget, and optimise digital channels within your campaign for better customer engagement, acquisition, and retention.

COURSE OUTCOMES:

» Manage, plan, budget and optimise digital channels within your campaign for better customer engagement, acquisition, and retention

» Identify digital partners and budget digital activity

» Successfully use digital channels and optimise them through testing and measurement

» Understand differences between consumer awareness, acquisition and retention when using digital channels

GOOGLE ANALYTICS ESSENTIALS COURSE

Discover best practice guidelines on analysing data trends with this Google Analytics course.

Define your actionable metrics and filter data for deeper insights. Learn the best practices from an industry expert discovering all Google Analytics has to offer and giving you a better understanding of your customers.

COURSE OUTCOMES:

» Configure your Google Analytics dashboard and create customer alerts to improve the accuracy of your reports and get the most out of your data

COURSE COVERS:

» General introduction to Google Analytics and Cookies

» Managing Google Analytics

» Adding annotations to reports

» Universal Analytics - a change to the way data is collected and organised

» Selecting data to include in your Google Analytics reports

» Defining and measuring actionable metrics - Visits, Unique Visitors, Pageview

» Compare configure funnels and interpret the funnel visualisation report to improve conversion multiple metrics using advanced segments to set actionable KPIs and develop your reporting

» Use goals to and goal completions

» Create and interpret content drilldown reports to build more effective webpages and boost your conversion rates

RETENTION MARKETING STRATEGY COURSE

Stand out in the age of the customer with Australia’s leading customer retention marketing strategy course.

It costs up to 25 times more to acquire a new customer than to sell to an existing one. Develop a retention marketing strategy that gives you better ROI on your marketing spend.

COURSE OUTCOMES:

» Learn how to make existing customers more valuable and more engaged with your brand.

» Explore ways to encourage repeat buying and to transform them into advocates.

COURSE COVERS:

Day 1: Introduction to loyalty, the psychology and a strategic framework

» Understanding what are the drivers of true customer loyalty

» The principles of engagement, retention, loyalty, and advocacy

» The core strategic ingredients and measuring for financial impact

Day 2: Foundations of customer analytics and creating customer value propositions

» Why retention marketing does not sit in isolation (The importance of aligning your loyalty efforts to your brand)

» What are the different analytics approaches you can use to unlock insight

» How to design a CVP with both hard & soft benefits

Day 3: Explore the five types of retention programs

» Real world examples and practical considerations when building Lifecycle Programs; Growth and Community Engagement tactics

» Real world examples and practical considerations for Save, Winback and Advocacy programs

Day 4: Best practice and forefasting loyalty trends

» The best practices you can use to optimise your programs

» How current trends can and will impact your own strategy

Master your content marketing capabilities to drive business growth.

Be an expert in developing and delivering a robust content marketing program. Go beyond KPIs to deliver broader business results. Develop and manage content marketing campaigns, customer engagement, and ROI with confidence.

COURSE OUTCOMES:

» Understand the principles behind content marketing and the elements of a successful content marketing strategy.

» Set meaningful objectives and measure performance, test, and optimise your activities on the right channels to match your audience.

COURSE COVERS:

Tools and skills specific to analytics challenges through relevant case studies and interactive theoretical activities.

» Module 1: An introduction to content marketing

» Module 2: Developing a content strategy - setting objectives and KPIs

» Module 3: Insight - listen, identify, and understand your audience

» Module 4: Storytelling - tell a consistent, emotive, and compelling brand story

» Module 5: Channels - identify the touchpoints most suited to your audience

» Module 6: Management - manage the process with clear responsibilities and tools

» Module 7: Optimisation - Continually measure, learn, and enhance

» Assessment: Multiple choice question exam, case study with multiple choice answers.

Discover how to drive engagement with content marketing.

Content marketing can take your engagement to the next level! Master how to create, distribute and manage content that converts.

COURSE OUTCOMES:

» Understand how content facilitates a connection with customers online throughout their purchase decision.

» Map an effective content strategy to the customer life cycle to achieve results.

» Optimise content for maximum impact and measure its effectiveness.

COUSE COVERS:

» How to utilise storytelling to engage consumers and weaponise your brand story

» Develop and deliver content strategies that provides results

» Amplify, measure and optimise your content

CONTENT MARKETING STRATEGY COURSE

Discover the role of content planning and how to drive engagement for big-picture thinkers.

From the basics of content planning to the role it plays in successful business strategies, take your online engagement to the next level. Master how to create, distribute, and manage content.

COURSE OUTCOMES:

» Write effective marketing strategies, design content plans, give an impartial critique of creative work, amplify, measure, and optimise your content.

» Understand how content facilitates a connection with customers online throughout their purchase decision and map an effective content strategy to the customer life cycle to achieve results.

» Explore content publication processes and technologies and optimise content for maximum impact and measure its effectiveness.

COURSE COVERS:

» How to engage consumers in a conversation with your brand story

» The fundamentals of content creation and strategy, content publication processes, how to manage content, content planning and how to optimise content

» In-class discussion and practical exercises, exploring consumer behaviour and how you can develop your content marketing strategy to be a powerful engagement tool

EMAIL MARKETING STRATEGY COURSE

Improve your email conversions, engagement and inbox placement through strategic planning of your email activity.

Email is one of the most profitable technologies for marketers. It is one of the easiest mediums to test and optimise, and those collective learnings over the years have produced a highly versatile and effective marketing tool.

COURSE OUTCOMES:

» Use data to focus on consumer centric communications, including CRM, customer journeys and communication plans

» Ensure your campaign is compliant with the Spam Act

» Improve your email conversions, engagement, and inbox placement through strategic planning of your email activity with an understanding of split testing, segmentation, personalisation, and deliverability

COURSE COVERS:

» Learn about the tools needed for effective emails as part of multi-channel campaigns and for those ‘always on’ moments such as newsletters, and automated journeys.

» The role of email marketing in the overall marketing mix; email marketing strategy, campaign planning and the customer journey.

» The power of omnichannel campaigns and implementing the integrated planning process with a communications strategy and strategic campaign briefing.

» Creating a customer centric communications plan and know your customers with an email marketing strategy and email marketing campaign strategy.

» Measuring email marketing success.

EMAIL MARKETING STRATEGY COURSE

Gain a greater understanding of email marketing and learn how to plan, create, and evaluate effective, ROI-driven email marketing campaigns.

Improve your email conversions, engagement and inbox placement through strategic planning of your email activity.

COURSE OUTCOMES:

» Use data to focus on consumer centric communications, including CRM, customer journeys and communication plans

» Ensure your campaign is compliant with the Spam Act

» Improve your email conversions, engagement, and inbox placement through strategic planning of your email activity with an understanding of split testing, segmentation, personalisation, and deliverability

COURSE COVERS:

» The role of email marketing in the overall marketing mix

» Email marketing strategy, campaign planning and the customer journey

» Email marketing split test planning

» Deliverability: overcoming the hurdles on the way to the inbox

» Performance and business contribution

» Email subscribers: data capture and management

» Using segmentation and personalisation to improve relevance

» Fundamentals of the Spam Act

PAID SEARCH FUNDAMENTALS COURSE

Understand and work with paid search as a digital channel.

Paid search is the backbone of any digital acquisition/performance strategy and is usually the first channel to be activated. Gain a rapid understanding of the role of paid search and how to leverage it to achieve the best results. This is a first step towards managing these channels in house, or to better work with agency partners.

COURSE OUTCOMES:

» Understand paid search fundamentals and prepare your campaign with keyword research.

» Build a basic paid search campaign and learn how to work with an agency partner.

COURSE COVERS:

» Understand paid search fundamentals

» Perform keyword research for paid search

» Create a paid search campaign

» Explain key attribution methodologies

» Learning how to work with your paid search agency

“

I learnt a lot about paid search and programmatic. It re-enforced me with new knowledge and understanding.

PR

MARKETERS COURSE

Create a better story with effective content that engages a multi-channel audience.

Discover how to better incorporate PR into your marketing campaigns and understand how the digital landscape opens new PR opportunities that can make a difference for a brand and help you engage your target audience.

COURSE OUTCOMES:

» Embrace the new digital landscape for PR activity and understand why the tools available have never been more important.

» Tell a better story through PR activity to drive media engagement and customer loyalty.

» Align PR activities with overall marketing activity to continue to maximise its perceived value and deliver results.

» Integrate digital media to work in tandem with PR to create brand advocates.

COURSE COVERS:

» Embracing social media to drive your PR activity to engage the multichannel audience

» The importance of creating strong content

» Writing a news story that will get noticed in today’s climate

» Delivering a digital PR campaign for maximum impact in changing digital times

Discover the full scope of Search Engine Optimisation and Pay-Pay-Click Marketing.

With organic search making up the main source of online traffic and most internet users clicking on the top 3-5 suggested page results, the importance of search cannot be understated.

COURSE OUTCOMES:

» Develop an integrated search marketing plan that maximises your SEO and PPC efforts.

» Create landing pages that will boost conversion rates for both SEO and PPC.

» Apply keyword analysis to optimise your site for SEO and make your PPC activity more effective.

» Ensure that growth is sustained in your targeted traffic.

» Identify, measure and act upon the KPIs that will help you boost your performance in search.

COURSE COVERS:

SEO

» An introduction to SEO

» Keyword research

» Structural optimisation for SEO and its impact on web design

» Content strategy and link building

» Setting objectives: selecting metrics

PPC

» An introduction to PPC » Keyword research

» Adwords » Advanced PPC marketing » Retargeting

» Setting objectives: Selecting metrics

» Additional Opportunities

SEO FUNDAMENTALS COURSE

Want to leverage the power of search but don’t know how to improve SEO?

Organic search is the main source of traffic online, making SEO professionals one of the most in demand, higher paid and challenging roles in the digital marketing industry.

COURSE OUTCOMES:

» Understand how search engines work so you can design and execute SEO strategies with goals and measure results.

» Understand main SEO ranking factors and perform keyword research.

» Discover how SEO and content works together; learn how to align your site and online strategy to rank well.

COURSE COVERS:

» History of SEO and evolution of algorithms

» SEO fundamentals

» Onsite and offsite SEO

» SEO strategy

SOCIAL MEDIA MARKETING ESSENTIALS COURSE

Equip yourself with the right tools, and elevate your social media campaign.

Stay connected with your customers and the media mix that will boost your ROI and social strategy.

COURSE OUTCOMES:

» Understand and develop a social media strategy that ignites engagement with business focused objectives.

» Understand social listening and influencers and how to use them effectively.

» Select the most appropriate social platforms.

» Deliver, measure and optimise your social media campaigns.

COURSE COVERS:

» An introduction into social media and engagement, branching into developing strategies that meets KPIs

» Social listening and understanding the role of influencers in a social media strategy

» Selecting a social platform thats right for you; ensuring that your strategy and implementation is effective

» How to optimise your social media campaign.

SOCIAL MEDIA MARKETING ESSENTIALS COURSE

Get across the latest trends and implement best practice social media marketing in your organisation.

This full-day course is perfect if you are starting out with social media marketing or need a refresher on current best practice. All the main social media channels are covered including Facebook, Instagram, YouTube, TikTok, LinkedIn and Twitter. We also cover a wide range of topics from planning to content creation, content curation, publishing, social media advertising, analytics, optimisation and reporting.

COURSE OUTCOMES:

» Understand how to leverage each social media channel for your organisation.

» Learn to audit owned social media channels, find opportunities for engagement and make recommendations for improvement with insights.

» Understand the fundamentals of social media advertising, including audience targeting, developing first party data sources, and how to run effective paid campaigns.

COURSE COVERS:

» Current trends and best practice on social media

» Social media planning fundamentals - gathering data, finding insights and data-led decision making

» Using social media analytics tools to benchmark performance over time and running competitor analysis

» Exploring different options for content planning and content creation

» Finding opportunities with content curation and repurposing existing content

» Identifying ambassadors and working with influencers and/or creators

» Planning for social media advertising, how to target audiences and optimize ad campaigns

» Links to resources and tools for further learning

SOCIAL

MARKETING STRATEGY COURSE

Level up your social media marketing. Research, plan and implement a successful strategy that sells.

Social media is a way for consumers to engage and communicate with brands. Looking at these channels and their tactics, you will learn how to develop, implement, and measure social media activity to achieve your business goals.

COURSE OUTCOMES:

» Create an integrated channel plan with social media policies across Facebook, Twitter and more.

» Effectively manage and optimise campaigns.

» Measure social media and run a social media audit; extract insights from social analytics to shape your social strategy.

COURSE COVERS:

» 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

CONTENT FOR SOCIAL

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

Explore and understand social media channels, and how to leverage each one authentically. The course covers Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, TikTok and niche channels like Pinterest, Reddit, and Twitch.

COURSE OUTCOMES:

» Establish a presence within a specific channel and facilitate reach and engagement through content.

» Tailor content for the appropriate channel and use advertising to amplify organic performance.

» Identify consumer behaviour and patterns across each channel.

COURSE COVERS:

Delve into each social channel, exploring its purpose, popularity in Australia and reasons why it may be appropriate for some brands and not for others. We’ve used current best practice and examples from effective campaigns to illustrate this.

» Module 1: Social Media Channels » Module 2: Facebook » Module 3: Instagram » Module 4: YouTube » Module 5: LinkedIn » Module 6: Twitter » Module 7: Snapchat » Module 8: TikTok » Module 9: Niche Channels

INFLUENCER MARKETING ESSENTIALS COURSE

Learn how to work effectively with influencers to transform your marketing.

Identify the right influencers for your brand and get the most out of influencer relations. Integrate influencer activity with your social media, PR, SEO, and community channels.

COURSE OUTCOMES:

» Understand what influencer marketing is and how it fits within the marketing mix and how to find the right influencers for your brand.

» How to find the right influencers for your brand and build a compelling proposition for your influencers.

» Measure success and maximise your influencer program in line with the legal guidelines around influencer marketing.

COURSE COVERS:

» Influencer marketing in today’s world

» How to find the right Influencer for your brand

» How to get the most out of your influencer relations

» Embracing social media to support your influencer strategy

» Integration across the marketing mix

» What does success look like?

CAMPAIGN DATA STRATEGY COURSE

Use marketing campaign data to achieve your strategic goals.

Fast track your knowledge on how campaign data can be used to improve marketing performance.

COURSE OUTCOMES:

» Understand the key metrics to help you reach your strategic goals and understand how well you are engaging with your customers.

» Create data strategies for your multi-channel marketing and media.

» Test and learn to advance your customer and client experience.

COURSE COVERS:

» The importance of data in marketing

» Digital audit

» Measuring engagement

» Improving your targeting strategies

» Developing your approach to profiling, segmentation and targeting

» Advancing your communications and customer experience

» Amplifying your test and learn strategies

» Measuring multi-channel marketing and media attribution

DIGITAL ANALYTICS FOR MARKETERS COURSE

The digital analytics course you need to understand digital data and tackle a technical topic in a non-technical way.

Learn the language of digital analytics and how to use it to enhance your business with ADMA IQ’s Digital Analytics Course for Marketers. Discover a world of information at your fingertips and enjoy an accessible approach to measuring, analysing and optimising your digital marketing activities.

COURSE OUTCOMES:

» Learn to use Google Analytics: interpret key reports and apply analytics within the planning process to uncover hidden consumer insights to effectively communicate with your consumers

» Accurately attribute conversions in a multi-channel campaign and understand digital data sources, web marketing analytics, conversion attribution, and more

COURSE COVERS:

» 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

» The significance of statistical data

» Campaign flow and media attribution

» Potential campaign flows and response tracking

» Media attribution in a multi-channel world

» Reducing media waste

» Driving conversions through effective targeting

ANALYTICS FUNDAMENTALS COURSE

Master the basics of analytical principles and discover tools that will help you draw insights for your business.

Analytics is needed to evaluate and optimise the performance of your campaigns. Learn the core concepts of analytics and how to best use them to refine your marketing strategy and improve ROI.

» Understand basic analytics principles and apply them to your business. » Use tools and techniques to draw insight from analytics results.

ANALYTICS TECHNIQUES

Module Analytics

Identify different domains of analytics, as well as statistical fundamentals.

Marketing analytics can help marketers to automate and optimise an increasing number of marketing decisions and processes. They are based on statistical techniques and machine learning models. Understand the techniques shaping the future of marketing and be successful with the relevant data about customers and clients.

MODULE OUTCOMES:

» Get an understanding of the eight stages of analytics: test analytics, machine learning, working with data, hypotheses testing, validation, and common data mining algorithms.

MODULE COVERS:

» Differentiate between the domains of analytics and respective techniques to meet objectives

» Identify how data is used for analytics

» Describe some statistical fundamentals of analytics.

Developed and endorsed by IAPA

Course Self paced

Analytics

Learn the core principles, concepts and practical applications of data and analytical techniques.

Understand how data drives marketing and the impact of data quality. In this fast-moving world, we are as dependent upon data as the insights we collect from it. Stay ahead and be prepared with a solid data management strategy.

COURSE OUTCOMES:

» Identify the drivers of value, risk, and cost in data used by the marketing department and plan your organisational strategy for data collection, permissioning, and management.

» Create an effective data management strategy and build a secure data management culture that enables marketing innovation that adheres to current and forthcoming legislation and regulation.

COURSE COVERS:

» Module 1: Defining Data

» Module 2: Data Quality

» Module 3: Data Management

» Module 4: Database Structures

» Module 5: Data – Preparation and Mining

» Module 6: Data – Segmentation and Predictive Modelling

» Module 7: Data Security

DATA VISUALISATION COURSE

Learn to translate data into visual and insightful stories with a data visualisation course for the real world.

Draw upon data interpretation and convert these into commercial insights, learn data visualisation at an introductory level and advance your knowledge with tips and techniques to effectively present your data insights and conclusions.

COURSE OUTCOMES:

» Define data visualisation and identify examples you can use to enhance your business.

» Identify analytics tools that can help you discover and determine the types of variables in data visualisation and identify the relationships of data visualisation.

» Understand both how to make data memorable and the techniques involved in visual storytelling for your audience.

COURSE COVERS:

Gain a view into business goals and the decision making process to better inform your data visualisation. Looking at visual perception design, discover how to select the most compelling and appropriate approach to deliver the analytics insights.

» Module 1: Introduction to data visualisation

» Module 2: Discovering data visualisation

» Module 3: Storytelling with data

» Module 4: How to present data

Look to the future – use advanced analysis to confidently forecast your business activity.

You have seen how predictive analytics tools can benefit your business, now it’s time to dial up your understanding. Discover how to forecast, model, and optimise data for site traffic modelling that identify opportunities and prevent loss.

COURSE OUTCOMES:

» 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 and understand when to use variable sampling techniques.

» Understand different techniques for predictive modelling and the considerations for selecting analysis method.

COURSE COVERS:

SENTIMENT ANALYSIS COURSE

Unlock the secrets of sentiment marketing and grow your business with sentiment analysis training.

Develop a deeper understanding of unstructured text data , such as social media, and learn how traditional machine learning and predictive analytics techniques can be used for the purposes of sentiment analysis.

COURSE OUTCOMES:

» Understand unstructured text data and common challenges in text analysis that when overcome reveal insights that aid business decision making.

» Understand text-mining approaches, relationships between text-mining and predictive analytics, relevant commercial and open-source tools, and the datasets most conducive for sentiment analysis will be examined.

» Understand approaches to retrieve social media generated textual data from the web and the best practice approaches to textual data pre-processing and enrichment techniques including normalisation, tokenisation, stemming, lexicons creating and usage.

COURSE COVERS:

To get the most from this course, it is recommended that you have completed the Practical Predictive Analytics course or have a reasonable understanding of the basics and some advanced analytic techniques.

» Module 1: What is Sentiment Analysis?

» Module 2: Data Retrieval for Social Media Analysis » Module 3: Date pre-processing

» Module 4: Deriving sentiment and relevant predictive modelling techniques overview » Module 5: Common challenges and alternative approaches to sentiment analysis

STORYTELLING WITH DATA

Learn the art of data visualisation storytelling, the importance of simplicity and making it memorable.

Getting your message across is more than a chart on a page. By developing a story or narrative based on the data insights your message becomes memorable and actionable.

MODULE OUTCOMES:

» Understand good data visualisation and select techniques to develop a data narrative to deliver your communication objectives.

MODULE COVERS:

PRIVACY &

COMPLIANCE COURSE

Navigate data privacy law like a pro.

Marketing in a digital environment is exciting, however, the regulatory framework is something to be aware of.

COURSE OUTCOMES:

» Understand the existing framework within Australia that guides your marketing activities.

» Determine the privacy compliance status of your existing customer data and entering a ‘Data Collection Contract’.

» Understand the complexities of gathering and using digital data for marketing purposes.

COURSE COVERS:

» A clear and simple guidelines to help you avoid the real danger of breaking the law by using your customer data in the wrong way

» A set of rules to help you adjust your processes and policies for data collection so that you have the proper consent to cover your marketing activities in future

PRIVACY & MARKETING COMPLIANCE COURSE

Don’t risk your brand’s reputation by breaking the law.

Manage your marketing within the boundaries of privacy and compliance and get to speed with current privacy legislation. Connecting with your customer in the digital age can be tricky. In an online world it is easier than ever, but just because you can doesn’t mean you should.

COURSE OUTCOMES:

» Learn clear and simple guidelines to help you avoid the real danger of breaking the law by using your customer data in the wrong way.

» A set of rules to help you adjust your processes and policies for data collection so that you have the proper consent to cover your marketing activities in the future.

COURSE COVERS:

» An overview of relevant privacy and data legislation and consumer law, including how international laws impact Australian marketers

» How to assess the privacy compliance status of your existing customer data, and the ways it can be used for marketing purposes

» Gathering data and understanding consent

» Managing personal communications through various channels and how to apply best practice inline with SPAM laws

» Managing the risks of non-compliance in advertising on specific channels including digital and online, phone, email, SMS, and postal marketing

» Assessing quality control and data security measures and control the sharing or disclosure of data with internal and external stakeholders

» Mandatory reporting of eligible data breaches

» The way forward in the constantly developing regulatory landscape

Write with confidence and see results.

Never be lost for words again. Explore the structure, rules and techniques involved in professional content writing. COURSE

»

Write with confidence. Learn how to produce professional content and the essential techniques for writing effective copy.

In this course, explore the structure, rules and techniques involved in professional content writing. Learn to craft copy, compelling headlines, and structure documents that engage your reader.

COURSE OUTCOMES:

» Articulate an idea in a language that is both concise and engaging for others to read.

» Structure your copy and craft compelling headlines.

» Identify the appropriate medium for your copy and tailor your copy to suit each social channel.

COURSE COVERS:

» An introduction to copywriting, the right questions to ask, tools and resources to draw upon, as well as the importance of the brief and marketing copywriting

» Develop and craft copy and concepts via the four proven formulas

» Simple and colloquial copy, how to close the loop, and legal and mandatories you should consider when writing

» Practical exercises and use relevant examples as guidelines to help you structure your writing and adopt a process

DIGITAL

Write with impact. Master the basics of writing engaging copy for the web, landing pages, email, social and more.

In this course, explore the structure, rules and techniques involved in professional copywriting. Learn to craft copy, develop compelling headlines, and structure content that engages your reader.

COURSE OUTCOMES:

» Successfully apply a process to develop compelling copy.

» Develop eye-catching ideas and headlines instantly.

» Write copy that is both succinct and engaging.

» Identify the appropriate medium for your copy, and tailor content to suit the channel.

COURSE COVERS:

» An introduction to copywriting: the right questions to ask, tools and resources to draw upon

» Develop concepts via four proven formulas

» Simple and colloquial copy: how to start and how to close

» Legals and mandatories: how to structure

» A brief guide to digital

» Practical exercises throughout with relevant examples as guidelines

“

A fantastic course that dives into the specifics of copywriting across a range of channels. So many tips and strategy ideas were presented that can be implemented across various organisations.

WRITING FOR CONTENT MARKETING COURSE

Dive into writing training for content marketing and brand journalism.

Engage readers and keep them coming back for more. Equip yourself with the writing skills you need to effectively ideate, plan, write and publish.

COURSE OUTCOMES:

» Improve your writing for blogs, PR, social media, digital marketing, and print collateral.

» Optimise for reach, engagement, and learn techniques to get your content seen.

» Come away with styles and structures that you can apply in your business.

COURSE COVERS:

» The fundamentals of journalistic writing - Use basic structure, essential writing techniques and apply the top tips and tricks of the trade used by experienced journalists to create compelling stories for your audience

» Effectively and efficiently edit and fact-check content and rework material for multiple socialmedia channels – tailor content for the appropriate channels to create content consumers want to engage with

» Using idea-generation techniques for finding and developing stories and apply writing techniques that will make your content more engaging for your audience

» Discover essential journalistic writing techniques and write an irresistible headline

» Styles and structures to keep the consumer interested and match your objectives

Stand out from the crowd and explore new and engaging ways to push your professional content writing.

You know the basics and you can write well, but it’s time to shine. Professional content writing is a highly sought-after skill, but in a digital age of content overload, you need an edge. Equip yourself with the skills you need to excel.

COURSE OUTCOMES:

» Develop solid, original creative ideas and excel at producing industry standard copy.

» Master a brief by understanding it, identify its purpose, develop an approach, and deliver on time.

» Adopt four unique styles of copywriting.

COURSE COVERS:

» Follow the copywriting process from start to finish and articulate an idea in a language that is both concise and engaging for others to read

» Brief interpretation and key elements

» Identifying and conceptualising the big idea

» Copy foundations and techniques

» The importance of punctuation

» Incorporating enthusiasm and passion into your writing

Create efficient and effective B2B marketing strategies by ensuring your customer is at the centre.

What happens when businesses make complex purchases? Learn how to use customer journeys to deeply understand the B2B buying process and how to map out opportunities to improve your sales and marketing approach to drive better results.

COURSE OUTCOMES:

» Identify and understand the key audiences involved in a specific journey

» Develop a detailed B2B journey outlining how these segments are involved and interact

COURSE COVERS:

» Why customer journeys have become an extremely useful tool for marketers, and how they can be used in the B2B context

» The process for deciding which journeys to map, identify the key audiences, and how to create an assumptive customer journey

» How to validate your journey through data and research and extend your customer journeys to become experience maps that include channel, content, and functionality requirements

» How your journey can then be used to improve business outcomes

» A range of templates covering all aspects of the process

» Templates and framework for customer segmentation and personas

Put your customer at the heart of your business. Create a compelling customer experience using analytics and insights.

Learn how to use customer research, analytics and the different tools that will help you draw insights from data to create a compelling customer experience. Learn how to put your customers at the centre of your marketing.

COURSE OUTCOMES:

» Identify and understand your key audience segments, develop a detailed customer journey for these segments and understand what key customer journeys drive your business.

» Validate your journeys through research and data, and extend your customer journeys to become experience maps that include channel, content, and functionality requirements.

» Understand how your experience maps can then feed into channel plans, content plans and CRM strategies that are fundamentally customer centric.

COURSE COVERS:

» Deeply understand your customers and how they interact with your category and product

» A range of templates covering all aspects of the process; templates and framework for customer segmentation, persona, customer journey maps and experience maps

» Examples and case studies of customer journey mapping and subsequent business outcomes

» Develop the framework for your own customer journeys

CUSTOMER DATA STRATEGY COURSE

Gain the competitive edge, delight your customers, and improve marketing performance.

Learn about the importance of data in marketing and knowing your customers and prospects.

COURSE OUTCOMES:

» Use customer data as a marketing decision maker to improve customer engagement and customer experience.

» Gain the competitive edge and delight your customers using data segmentation, profiling, and technology platforms.

» Develop a customer data strategy that you can implement into your business.

COURSE COVERS:

» Module 1: The importance of data in marketing

» Module 2: Knowing your customers and prospects

» Module 3: Using research data and insight to inform your strategy

» Module 4: Calculating lifetime value

» Module 5: Understanding customer data

» Module 6: Developing a customer data strategy

» Module 7: Creating a single customer view

» Module 8: Developing your approach to profiling, segmentation and targeting

» Module 9: Profiling your data

» Module 10: Segmenting your customers

» Module 11: Analysing the value of customer interactions

COURSE

The data-driven marketing course that helps you use data analysis to drive your business forward.

Learn how to evaluate channels for better outcomes. Understand what metrics count when evaluating performance and what you can do to apply what you have learnt to future campaigns. Become fluent in the language of data and achieve your business goals by developing actionable insights, explore data research and understand the importance of customer insights

COURSE OUTCOMES:

» Improve the efficiency and effectiveness of your marketing using data by leveraging marketing expenditure to improve ROI.

» Understand the metrics to evaluate your marketing performance and implement a test program to improve campaigns.

» Use data to determine the value of your customer.

COURSE COVERS:

» This course is designed for marketers needing to better understand customers and their behaviour to improve their campaign performance and ROI

» Using data to drive the business forward

» Understanding the importance of Customer Insight

» What, when and how of testing

» Evaluating your results and applying them to future campaigns

Loyalty Programs and Consumer Engagement

Learn from Asia-Pacific’s leading loyalty consultants, Loyalty & Reward Co, and become a loyalty program and consumer engagement expert. Gain an expert understanding of loyalty program theory and practice.

COURSE OUTCOMES:

» Discover the psychology, designs, data and marketing approaches needed to develop a bestpractice loyalty program.

» Learn about the technology, future trends and gamification approaches being used around the world to gain a competitive edge.

» Study with the team that literally wrote the book on loyalty (Loyalty Programs: The Complete Guide by Philip Shelper)

COURSE COVERS:

» Loyalty psychology and academic reviews

» 27 loyalty program design frameworks

» Data and lifecycle marketing strategies to drive personalisation

» Technology, gamification and future loyalty trends

» Commercial modelling, and security and fraud risks

» All supported by case studies from all around the world.