General Assembly 


Course Curriculum

DIGITAL
MARKETING
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Table of Contents

3 Overview

4 Students

5 Curriculum
Projects & Units

11 Frequently
Asked Questions

12 Contact
Information

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 Digital Marketing

Overview

OVERVIEW
THE FRAMEWORK The marketing landscape has changed. The question is no
longer about whether or not your company needs to market
itself online, but how your company can create the most
impact by leveraging a range of digital marketing tools, tactics
and techniques.

Whether you work for — or aspire to work for — a startup,

agency or large organization, this course will help you gain
the practical skills to create and manage powerful online
marketing campaigns. The course provides individuals with a
solid foundation in marketing fundamentals — from
segmenting a market to developing customer insight — and
combines it with hands-on training in developing engaging
content, and paid and unpaid tactics for acquiring and
retaining new users.



The course focuses on creating a balance between the
qualitative aspects of developing a brand and the more
quantitative aspects of marketing, such as market
experimentation, statistics and analytics. By the end of the
course, you’ll be able to:

‣ Target and grow the right audience for your brand

‣ Optimize a multi-channel marketing campaign using web
analytics
‣ Create engaging and high-impact marketing content

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 Digital Marketing

Students
STUDENTS
INDIVIDUALS LOOKING FOR AN ENTRY-
LEVEL DIGITAL MARKETING ROLE
INDIVIDUALS WITH A FOUNDATION
IN TRADITIONAL / OFFLINE
MARKETING
INDIVIDUALS SEEKING TO GROW A
STARTUP OR BRAND
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This course is for any individual seeking an entry-level digital
marketing role in a startup, large corporation or agency (e.g.
community manager, junior strategist). On completion of the
course, individuals should be able to both apply and speak
fluently about digital marketing tools and concepts, as well as
provide practical examples of applying digital marketing tools
on a real-life business scenario.
This course is for individuals with a strong foundation in
traditional or offline business and marketing methods looking
to develop new digital capability (e.g. marketing manager
tasked with growing users through a paid search campaign.)
On completion of the course, individuals will have the
capability to more effectively operate in the digital world by
demystifying modern marketing methods. They will be able to
create an immediate business impact by applying digital
marketing tools and techniques.
This course is for individuals looking to grow their startup
brand and acquire new users. On completion of this course,
individuals will be able to apply the latest digital marketing
practices to grow a brand, acquire new users, and keep them
engaged.
 Digital Marketing

Projects

PROJECTS
FINAL PROJECT At the end of the course, groups will present an end-to-end
digital marketing campaigns and corresponding results.

The presentation must demonstrate the following: clearly

defined business and brand brief; data-based strategy (KPIs);
well designed experimentation proposals; optimized site;
sample social media content; paid marketing campaigns &
results.

Presentations are followed by questions, in which groups

defend strategic choices and describe their analytical process
and approach.

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Units

UNITS
WEEK 1: DIGITAL MARKETING ‣ Business and Customer Strategy Lesson 1
FRAMEWORK & STRATEGY ‣ Data-Driven Marketing Lesson 2

WEEK 2: DIGITAL MARKETING ‣ Digital Marketing Strategy and Channels Lesson 3

STRATEGY AND SEO ‣ SEO Lesson 4

WEEK 3: PAID ADVERTISING ‣ Paid Search, Adwords, and SEM Lesson 5

‣ Paid Social Lesson 6

WEEK 4: CONTENT MARKETING ‣ Content Strategy Lesson 7

‣ Content Marketing and Social Media Lesson 8

WEEK 5: MARKETING CONVERSION ‣ Landing Pages, UX, and Lead Gen Lesson 9
AND OPTIMIZATION ‣ A/B Testing and Marketing Optimization Lesson 10

WEEK 6: CUSTOMER ENGAGEMENT ‣ CRM and Email Marketing Lesson 11

AND RETENTION ‣ Retargeting, Referrals, and Winbacks Lesson 12

WEEK 7: ANALYTICS, DATA, AND ‣ Metrics, Sources, and KPIs Revisited Lesson 13
REPORTING ‣ Google Analytics Deep Dive Lesson 14

WEEK 8: DEEP DIVES ‣ Facebook Deep Dive Lesson 15

‣ Display, Programmatic, Retargeting Lesson 16a
‣ Mobile Marketing Deep Dive Lesson 16b

WEEK 9: STORYTELLING AND ‣ Storytelling and Persuasion Marketing Lesson 17

CAMPAIGN PLANNING ‣ Campaign Planning and Budgeting Lesson 18

WEEK 10: PRESENTATIONS & NEXT ‣ Presentation Day 1 Lesson 19

STEPS ‣ Presentation Day 2 and Next Steps Lesson 20

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FAQs

FAQS
WHY IS THIS COURSE RELEVANT The evolution of digital in the last six years has changed the
TODAY? way that people communicate, learn, and consume products.
More than ever, brands have the ability to reach out to more
customers and use their feedback in order to tailor their
messaging, brand, and product strategies.

This course takes a holistic view of digital marketing. You’ll be

pushed to gain a clear understanding of a business’ goals and
brand voice in order to launch a truly effective marketing
campaign. Students will learn how to utilize analytics in order
to make data-driven decisions ranging from audience
segmentation and targeting to what color a brand’s sign-up
button should be.

WHAT PRACTICAL SKILL SETS CAN I
EXPECT TO HAVE UPON COMPLETION
OF THE COURSE?
By the end of the course, you’ll be able to:
‣ Utilize business goals and brand voice in order to generate
effective marketing campaigns
‣ Analyze company data through Google Analytics in order to
make informed decisions regarding marketing channels,
audience segmentation, and areas of improvement on a
brand’s given site
‣ Think critically about your brand’s content: from what’s on
your site to your Facebook and Twitter pages
‣ Create, target, launch, and track Facebook, Twitter, and
Google AdWords campaigns
‣ »Clearly define the scope of digital marketing, from
community management, to social, display, and email
marketing

WHO WILL I BE SITTING NEXT TO IN
THIS COURSE?
A wonderfully varied group of people. We see students from
various a variety of backgrounds, including architecture,
publishing, design, and entrepreneurship. These students are
often looking to apply digital marketing skills to their current
jobs or to switch careers into the marketing world.

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Contact Info

CONTACT
COURSE APPLICATION NEW YORK SAN FRANCISCO
nyc_admissions@ga.co sf_admissions@ga.co
1 (877) 348-5665 1 (877) 348-5665

BOSTON LOS ANGELES

boston_admissions@ga.co la_admissions@ga.co
1 (877) 348-5665 1 (877) 348-5665

WASHINGTON, DC LONDON
dc_admissions@ga.co london_admissions@ga.co
1 (877) 348-5665 +44 (0) 7703 002 046

CHICAGO SYDNEY
chicago_admissions@ga.co sydney_admissions@ga.co
1 (877) 348-5665 +61 2 0420 438 649

ATLANTA HONG KONG

atlanta_admissions@ga.co hk_admissions@ga.co
1 (877) 348-5665 +852 3952 7209

SEATTLE MELBOURNE
seattle_admissions@ga.co melbourne_admissions@ga.co
1 (877) 348-5665 +61 1300 779 650

AUSTIN SINGAPORE
austin_admissions@ga.co singapore_admissions@ga.co
1 (877) 348-5665

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