General Assembly Syllabus: Python Programming

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On Demand
Digital Marketing

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Overview
GA’s Digital Marketing On Demand program is structured
so you can explore new skills at your own pace, on your
own terms. Learn foundational approaches to acquire
audiences across web and mobile with paid advertising,
search engine optimization, content marketing, social
media, and more. Discover how to convert and retain
customers with landing pages and email, and leverage
analytics to measure and optimize your campaigns.

Throughout this flexible, self-paced learning path,

you’ll compile a portfolio piece: a real-world marketing
brief detailing your strategy for planning, running, and
measuring a campaign. Take advantage of the option to
connect with expert mentors who can provide feedback
and guidance along the way.
Digital Marketing On Demand Program Guide: Overview

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Throughout the course, you will:

• Create objectives to drive a marketing campaign.
• Reach and acquire your target audience through paid and content channels.
• Convert potential customers into paying ones through optimized landing pages.
• Retain customers through email marketing.
• Use analytics to measure and optimize your campaigns.

What to expect:
Engage in hands-on, project-based learning that’s designed to inspire a lifetime of
discovery. As a Digital Marketing On Demand learner, you’ll gain:
• ~20 hours of premium self-led content, including lessons, videos, quizzes,
and projects.
• 5 one-on-one sessions with an expert mentor, who can break down concepts,
answer questions, and offer project feedback.
• 12-month access to GA’s learning platform, available anytime across devices.
• Downloadable study guides and project toolkits.
• Expert guidance through the creation of your own portfolio project.
• Skill assessment to see how you perform against industry peers.
• A letter of completion.
Digital Marketing On Demand Program Guide: Overview

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What You’ll Learn
Unit 1 Customer Insights
Project: Conduct research
to understand who your
customers are, their
behaviors, and their
motivations. Synthesize
research to create a
customer persona, and target
customers based on their
demographics, interests,
and behaviors.
Unit 2 Creative
Development
Project: Write a clear and
compelling creative brief and
create a piece of content that
aligns with the high-value
Content Honeycomb
framework. Repurpose
content and tailor it to
different channels.
Digital Marketing On Demand Program Guide: What You’ll Learn
• Understand why social listening, market research,
and keyword research are important.
• Create a persona based on user research data.
• Dissect your audience’s demographic
characteristics through Facebook Audience
Insights.
• Define, compare, and use first-, second-, and third-
party data to ask the right questions to vet your
data source.
• Explain the major types of personalization and how
they can support your business.
• Define segments and cohorts and explain the
benefits of each.
• Understand your brand’s identity and communicate
it to customers, partners, and internal
stakeholders.
• Write a creative brief that aligns with your brand’s
identity and represents a clear insight, customer,
and goal.
• Gather customer data to inform your content
marketing strategy.
• Select the most effective channels for delivering
your content, and identify strategies for improving
content’s value to the end consumer.
• Identify the types of video content that best
serve your customers and objectives, and apply
best practices to improve the quality of your
video content.
• Differentiate branded content from other forms
of content marketing, and identify best practices
for ensuring your branded content serves your
business goals.
• Describe the pros and cons of creating branded
content in house, with a creative agency, or in
partnership with a publisher.
• Assess and apply best practices for writing copy
on top social channels.
• Evaluate and improve your email design based
on best practices.
• Optimize your Facebook and Instagram posts
according to platform and context to build
organic followings.
• Define key terms, benefits, challenges, and
common applications of virtual and augmented
reality today.
• Explain the benefits and best practices of
repurposing content.
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Unit 3 Channels and
Execution
Project: Select the
appropriate channels to reach
your audience and achieve
your marketing objectives.
Create a campaign plan that
combines earned, owned,
and paid media channels.
Unit 4 Metrics and
Analytics
Project: Track marketing
performance, and use
testing to optimize
marketing performance.
Digital Marketing On Demand Program Guide: What You’ll Learn
Unit 5 Marketing
Technology
Project: Review the
technologies you learned
about, and consider how
you could leverage them
throughout your campaign.
• Get acquainted with the goals and tactics
surrounding search engine optimization (SEO) and
paid search.
• Describe how email can be used in each stage of
the marketing funnel.
• Discover how to choose the best social platform
for achieving your goals.
• Identify ways of optimizing your brand’s mobile
presence.
• Define best practices for successful media
planning.
• Explore the lead generation process, and create
landing pages that draw in potential leads.
• Understand best practices to implement and
optimize retargeting efforts.
• Apply the 3R (resonance, relevance, reach) model
for evaluating influencers in order to select the
appropriate ones for your brand.
• Differentiate between metrics and key
performance indicators (KPIs).
• Identify the KPIs that matter most when measuring
a campaign.
• Explore different sources for marketing data
and how to use data to evaluate a campaign’s
performance.
• Learn how to turn information gained from data
into actionable insights.
• Survey the pros and cons of both A/B testing and
multivariate testing.
• Apply the results of A/B tests to meet overall
marketing goals.
• Understand statistics and analytical bias for
marketers.
• Describe machine learning and how it’s related
to predictive models.
• Track campaigns with UTM codes.
• Describe how first-, second-, and third-party
data are used in data management platforms.
• Define programmatic creative and dynamic
creative ads, and explain their purpose.
• Identify the mechanisms for tracking user
behavior across the web — cookies, tags,
pixels, and fingerprinting.
• Determine how artificial intelligence (AI)
and automation can be used to improve
marketing performance at every stage of
the marketing funnel.
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Contact Us
Learn more about Digital Marketing On Demand here.
If you have any questions, don’t hesitate to reach out to our team at
onlineadmissions@generalassemb.ly.
Digital Marketing On Demand Program Guide: Contact Us

Access to this content and learning experience is for recreational purposes only. This offering is not
regulated by the Bureau of Proprietary School Supervision. Access to this content is for avocational
purposes, and no academic credit, certificate, or diploma is awarded upon completion.
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