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Target and grow your brand’s audience

Skills & Tools

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

Marketing channel optimization

Production Standard

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

Engaging marketing content

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.

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.

  • instructor

    Instructors

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

  • teaching assistant

    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.

  • producer

    Course Producers

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

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 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 for running a social ad campaign.
  • Create and manage a social ad campaign for 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 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 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 increasing 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 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 in 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 for classmates.

Presentation Day 2 & Next Steps

  • Effectively communicate your marketing plan in your final project presentation.
  • Critique and provide feedback for classmates.
  • Identify next steps for continued learning.

This course breaks down digital strategy to its fundamental core: Why does my business exist and why do my customers care? Students will walk away with a holistic and actionable understanding of the current digital landscape to drive success and growth for their business.

Matthew & Katie Iles, Co-founders, Nine Lines Consulting

Matthew & Katie Iles, Co-founders, Nine Lines Consulting

Learn from skilled instructors with professional experience in the field.

Tom Willis

Sydney

Tara McFall

Sydney

Tara McFall

Senior Integration Manager Consultant,

eBay

Aiden Carroll

London

Kristen Ferrer

Washington, D.C.

Steven Matt

New York City

Steven Matt

Global Director of Digital Marketing ,

First Data Corporation

Jennifer Nelson

Los Angeles

Choose one of two convenient ways to skill up on Digital Marketing. Our 10-Week Part-Time course fits neatly into busy schedules. The 1-Week Accelerated Full-Time program offers concentrated learning from 9 to 5 each day.

Mar 4 – May 8

Mon & Wed

4pm – 6pm

$3,950 USD

Mar 12 – May 16

Tue & Thu

10am – 12pm

$3,950 USD

ONLINE: Accelerated 1-Week

Mar 18 – Mar 23

Mon – Sat

7am – 3pm

$3,950 USD

DOWNTOWN LA: Accelerated 1-Week

Mar 25 – Mar 30

Mon – Fri

Sat

9am – 5pm

10am – 5pm

$3,950 USD

Mar 30 – May 4

Sat

9am – 5pm

$3,950 USD

Apr 8 – Jun 17

Except:
May 27

Mon & Wed

5pm – 7pm

$3,950 USD

Apr 15 – Jun 24

Mon & Wed

7pm – 9pm

$3,950 USD

ONLINE: Accelerated 1-Week

May 6 – May 11

Mon – Sat

7am – 3pm

$3,950 USD

May 7 – Jul 16

Except:
Jul 4

Tue & Thu

5pm – 7pm

$3,950 USD

May 14 – Jul 23

Tue & Thu

7pm – 9pm

$3,950 USD

Jun 4 – Aug 13

Except:
Jul 4

Tue & Thu

10am – 12pm

$3,950 USD

ONLINE: Accelerated 1-Week

Jun 10 – Jun 15

Except:
Jul 4

Mon – Sat

7am – 3pm

$3,950 USD

DOWNTOWN LA: Accelerated 1-Week

Jun 10 – Jun 15

Mon – Fri

Sat

9am – 5pm

10am – 5pm

$3,950 USD

Take a Week Off to Kickstart Career Growth

Can’t make it to campus or commit 10 weeks? Learn from wherever you are in our online Accelerated Remote course.

Find out if this course is right for you and your goals. Chat with the GA team, discover the curriculum details, and get a glimpse into student life in an upcoming info session.

Digital marketing info session

Digital Marketing Info Session

Thanks!

We look forward to meeting you. In the meantime, our admissions team will reach out soon to discuss our courses and your goals.

GA Los Angeles (Santa Monica),
1520 2nd Street,
Santa Monica,
CA 90401,
United States

digital marketing student working

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

Let’s figure out the best option for you.

*Must be a U.S. citizen or permanent resident; approval pending state of residency.

†Must be a U.S. citizen or permanent resident; approval pending state of residency.

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