COURSE GUIDE SEMESTER 2 2017 - ADMA€¦ · Not available with other offers. Content is king, so...

IQCOURSE GUIDE | SEMESTER 2 | 2017

FORTUNATELY WE GIVE YOU A LOT Welcome to ADMA IQ - Australia’s most comprehensive marketing education and skills development program, created by industry experts and benchmarked to industry best practices.

We have courses that allow you and your team to learn from subject matter experts in any way that suits you. We have many learning formats to suit your needs - learn from an expert in a classroom setting or learn independently online. We can even bring our courses to you so that you can learn within your business collaborating with peers. IQ courses are designed to meet the needs of all marketers and advertising professionals at any level.

But ADMA IQ is about more than courses. We provide a partnership approach to help identify and strengthen your and your teams’ skills and industry qualifications. We do this through a new comprehensive education and training framework. Our framework helps you determine required skills for your team or for your own career, assess current capabilities and get support to fill the gaps where required.

We’ve also partnered with DeakinDigital to create the world’s first marketing professional credential that provides recognition for the skills you or your team already have.

ADMA IQ ensures you and your company are well-prepared for today and for the future of marketing.

Want to know more? Call us on 02 9277 5406 to discuss – we’d love to hear from you!

Jodie Sangster Richard Harris

CEO, ADMA MD, IQ

ABOUT IQAs marketers, success and recognition depends on demonstrating your skills and capabilities. So, it’s important to know what skills are required in this ever-changing industry and to equip yourself with those skills so that you are prepared for the future.

For corporates and agencies, business success depends on building the skills and expertise of your marketing teams to be able to deliver the dynamic challenges of increasing customer expectations.

Our unique approach to helping you understand the requirements for marketing success.

The ADMA IQ approach is in five stages called FACTS:

- An entire Framework for defining and managing the skills mix for marketers unlike anything Australia has seen before

- An online tool to Assess current team skills and capabilities

- A path to achieving Credentials – endorsed by DeakinDigital – an experience-based qualification that recognises experience gained and gives you the recognition you deserve

- Training courses from ADMA IQ and other providers to fill any gaps in knowledge. Browse the pages of this course guide for our entire course offer

- And Support in the form of one-on-one assistance and corporate consulting to make it all work for your team

ADMA IQ provides the whole program or any of the five stages that you and your company need in order to increase your marketing skills and capabilities, along with your career and business success.

ABOUT IQ COURSES

ADMA IQ courses are taught by subject matter experts giving you the most up-to-date content in each of the topics. The IQ approach to learning is also modular, allowing you to select courses and topics to match your specific needs. Options include certificates, courses and modules available in-class or online 24/7. In-house training catering for specific needs is also available.

Module format

Course format

Certificate format

Online learning type

In-class learning type

In-house learning type

Entry level

Developing level

Intermediate level

Proficient level

Advanced level

For more information, call us on 02 9277 5406 to discuss.

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IN-HOUSE TRAININGIn-house training is a powerful way to develop your team’s skills and knowledge relevant to your business needs.

ADMA offer two types of in-house training:

- Our courses at any location:

All advertised courses can be taught in the location of your choice at a time convenient for you. ADMA will ensure the course is specific to your business and sector.

- Our courses tailored to your needs:

ADMA can design bespoke training to meet the needs of your business. You can provide a brief or we will work with you to develop the training resources to help you achieve your goals.

5

Analytics Certificate 6

Content Marketing Certificate 7

Conversion Rate Optimisation Certificate 8

Creative School 9

Digital Marketing Certificate 10

Code School 12

Marketing Technology Certificate 13

COURSESCERTIFICATES COURSES

5

Analytics Fundamentals 15

B2B Digital Marketing Strategy 15

Content Marketing Strategy 16

Conducting User Research 16

Conversion Rate Optimisation 17

Copywriting Advanced 17

Copywriting Essentials 18

Copywriting for Content Marketing 18

Creative Leadership Advanced Business 19

Creative Leadership Advanced Craft 19

Customer Journey Mapping 20

Data Analysis for Marketers 20

Data Visualisation 21

Data-Driven Marketing & Advertising 21

Digital Analytics for Marketers 22

Digital Copywriting Essentials 22

Digital Marketing Campaign Planning & Management 23

Digital Marketing Channels 23

Digital Marketing Essentials 24

Digital Marketing Foundations 24

Digital Marketing Strategy 25

Digital Transformation 25

Email Marketing 26

Marketing Automation 26

Practical Predictive Analytics 27

Privacy & Marketing Compliance 27

Programmatic Advertising 28

Retention and Loyalty Marketing Strategy 28

SEM Essentials 29

Sentiment Analysis 29

SEO Essentials 30

Social Media Marketing Essentials 30

Social Media Marketing Strategy 31

Online Modules 31

In-class Calendar Semester 2017 32

FACTS 34

This certificate covers the fundamental principles and approaches to conducting analytics tasks and determining sentiment, and more advanced predictive techniques.

Developed by leading industry practitioners, the certificate is derived from four base courses: Foundation Analytics, Visualisation and Insight Delivery, Sentiment Analysis and Practical Predictive Analytics and provides a sound base for anyone starting a career in analytics, or those wanting greater exposure to modern, predictive techniques.

This course is designed for those who are curious in nature, enjoy problem-solving and prefer a self-learning, exploratory approach to knowledge.

LEARN TO:

- Use analytics principles and the lifecycle - Understand analytical tools and techniques - Define data visualisation and identify different examples - Discover predictive analytics and predictive modelling techniques - Evaluate model effectiveness

COURSE COVERS:

In this online course, we’ll look at defining analytics and the lifecycle, tools for analytics, delivering results and how to predict trends. Once we have thoroughly explored the fundamentals, we’ll also look at data visualisation, developing a business case, data reduction, sample design and predictive modelling techniques.

This will all be broken down into the following online courses and modules:

ANALYTICS CERTIFICATE

Course 1: Analytics Fundamentals includes the following modules

• Defining Analytics • Analytics Lifecycle • Analytics Techniques • Tools for Analytics I • Tools for Analytics II • Delivering Results • Emerging Trends

Course 2: Data Visualisationincludes the following modules

• Introduction to Data Visualisation • Discovering Data Visualisation • Storytelling with Data • How to Present Data

Course 3: Practical Predictive Analytics includes the following modules

• Introduction to Analytics • Developing a Business Case • Data Reduction • Variable Exploration &

Model Feasibility • Sample Design • Predictive Modelling Techniques • Evaluating Model Effectiveness

Course 4: Sentiment Analysis includes the following modules

• What is Sentiment Analysis? • Text Analysis • Data Pre-processing • Measuring Sentiment • Predicting Sentiment

Online Certificate

Duration: 6 months to complete

Explore practical ways to use data analytics to improve organisational efficiency and competitiveness – as well as learn how to stand out through your approach and delivery.

ONLINE PRICEMember: $3,400Non Member: $4,600

Online course available anytime.

ASSESSMENT FOR CERTIFICATE:1. In-module questions and activities 2. Final online exam

Entry

6 Save $300 on any certificate. Use code IQCERTIFICATE17. Not available with other offers.

Content is king, so having a planned content strategy that communicates and engages consumers is vital to the success of a brand or business. In this online certificate, you’ll learn to plan, create and implement a successful content strategy that effectively engages consumers. How to create great content, including copywriting and leveraging social networks to engage consumers, is also covered.

LEARN TO:

- Create engaging content that cuts through and drives engagement - Use different writing styles and approaches - Understand the social media landscape and major channels - Recognise and plan for the most suitable channels for your business - Measure and optimise content - Develop and implement a content marketing strategy - Understand and use content planning, distribution and amplification

COURSE COVERS:

This interactive online course has been broken down into the following online courses & modules:

CONTENT MARKETING CERTIFICATE

Course 1: Content Marketing Strategy includes the following modules

• Content Marketing Overview • Planning Content Strategy • Mapping Content to Audience • Content Creation and Production • Content Distribution • Measuring Content Marketing

Course 2: Content for Social Networks includes the following modules

• Social Media Channels • Facebook • Twitter • Instagram • YouTube • LinkedIn • Pinterest • Emerging Channels

Course 3: Social Media Marketing Essentials includes the following modules

• The Social Media Landscape • Campaign Analysis • Campaign Planning • Content Creation • Content Distribution • Managing Campaigns

Course 4: Copywriting Essentials includes the following modules

• Copywriting Foundations • Creativity with Copy • Copywriting Techniques • Writing for Digital

Online Certificate


ONLINE PRICEMember: $2,100Non-member: $2,845


ASSESSMENT FOR CERTIFICATE:

1. In-module questions and activities 2. Final online exam

Discover the full scope of social media and content marketing and cover all elements of an effective content strategy.

Intermediate

7Contact [email protected] Book at adma.com.au/iq2017

Dramatically improve your conversion rates.

CONVERSION RATE OPTIMISATION CERTIFICATE

The difference in achieving average CRO results and outstanding CRO results comes down to one thing – skill! In this advanced course, you’ll learn to improve your skills at optimising conversion rates to become part of the top 1% of CRO professionals globally.

LEARN TO:

- Optimise your test win rate by as much as 8X - Achieve double/triple-digit conversion impact in a single A/B test - Identify the most valuable pages to optimise first - Dramatically increase your test velocity - Apply and adopt a ‘growth hacking’ mindset to your CRO approach - Learn what the best CRO professionals are doing the US and UK in 2017 - Run experiments with hundreds or thousands of goals/metrics

(as opposed to <10) - Mask your A/B testing from your competitors who are trying to steal

your ideas - Identify your competitor’s A/B testing ideas

COURSE COVERS:

• Advanced conversion rate optimisation • Speeding up test implementation / Building your own CRO dashboard • Best CRO workflows • CRO ideation at scale • Issues unique to mature optimisation programs • How to deal with CRO political challenges internally • Up-skilling and scaling up your optimisation team • How to develop your own conversion rate optimisation prediction skill and accuracy

• Using advanced segmentation • How to build out a real ‘optimisation’ and ‘test everything’ culture across the entire business

IN-CLASS PRICEMember: $3,495 Non-member: $4,645

In-class Certificate

Duration: 1 day per fortnight over 10 weeks

In-class course available in Sydney and Melbourne.See page 32 for course dates.

Advanced


Coming up with big ideas is often easier said than done. But what a lot of young creatives don’t realise is that there are helpful processes to speed it all up, delivering quicker, just as effective, results.

Creative School is a 10-week program (2 evenings a week) that helps develop your skills as a creative, and also puts you inside advertising agencies and in contact with the most senior creatives in Australia. In fact, over a third of our Creative School students are employed as a creative within just six months of graduating. At the end of this course, you’ll leave with a portfolio full of ideas, a phone full of contacts and finally the truth about working in a Creative Department.

LEARN TO:

- Develop ideas and execute them across multiple mediums - these ideas will form your portfolio

- Think conceptually - Establish industry contacts who can potentially help you land a job - Present and sell your ideas to both suits and clients

IN-CLASS COURSE COVERS:

One night a week you’ll attend a creative theory lecture where there’s a focus on learning the nuts and bolts of effective targeted marketing, plus case studies on the latest award-winning campaigns.

Regular guest lectures from within the industry cover big ideas, the creative brief, presenting ideas and more. The second night is more hands-on. You’ll divide into smaller groups and attend tutorials with an art director and copywriter in an ad agency. Regular briefs and activities will also be given for you to exercise your creative thinking.

This work will be assessed by a group of leading Creative Directors which has the potential to pick you up an award or two during the course. At the end of the course, you’ll be armed with a portfolio filled with your own work, and a list of senior creatives who know you by name.

ASSESSMENT FOR SCHOOL:

Students are required to submit seven or eight different briefs during the course, with feedback provided by Creative Directors. At the end of the course, your portfolio is assessed by a panel of industry leaders. Awards and industry exposure are given for Best Copywriter, Best Art Director and Best Overall Student.

CREATIVE SCHOOL In-class Certificate

Duration: 2 evenings per week over 10 weeks

IN-CLASS PRICEMember: $1,150Non-member: $1,550

In-class course available in Sydney and Melbourne.See page 32for course dates.

Discover what it takes to be an industry-leading creative and build your portfolio along the way.

Developing

TESTIMONIALS

“(4.5 out of 5 stars) Creative School gave me access to some fantastic contacts in Melbourne’s leading agencies. Every lecturer and tutor I’ve met has been so enthusiastic about us doing well - not just in the course, but in the industry. It’s been a really confidence-inspiring, enjoyable experience and I’d recommend it to anyone.“

- Alexandra Gedye, Creative / Copywriter, Bastion Brands

“(5 out of 5 stars) My mentors continuously pushed me to think outside the box and think of different avenues to delivering a brief. This amazing experience has allowed me to reach a whole new level as a designer and allows me to challenge myself.“

- Lachlan Renwick, Graphic Designer, Hotondo Homes


In this course, you’ll learn the skills you need to confidently use digital marketing. The complete marketing mix is covered including what’s relevant for both client-side and agency.

This Certificate can be completed in one of three ways:

• Online (self-paced) • In-class (5 intensive days) • In-class (12 weeks – 1 evening per week)

LEARN TO:

- Understand and utilise digital marketing to help achieve your business objectives

- Integrate digital marketing within your overall business and strategies - Assess and apply various digital channels to solve a problem - Apply practical tools and resources to your work daily

IN-CLASS COURSE COVERS:

Through discussions, presentations and theoretical exercises in class, you’ll become proficient in:

Digital Marketing Foundations

• Consumers - understand your audience, why the marketing landscape changes and how to transform insights from consumer behaviour into favourable returns

• Content - from content strategy to planning, creation and design for the brand, this topic deals with the history, purpose and constraints of the digital channels available

• Data - what is big data and how can we use it? The question will be answered by an examination of metrics, measurement and evaluation

Digital Marketing Channels

• Website - learn to design for usability, function and effectiveness • Mobile and Email - aspects include email strategy, designing for response, data management and the Spam Act for mobile sites and apps

• Social Media Marketing - looking at social media platforms and how they’re used, we’ll consider the benefits, the community management and the monitoring involved

• Digital Paid Media - explore the paid media landscape including targeting, data, technology, networks and search engines

Digital Marketing Campaign Planning & Management

• Project Management - master managing digital projects and creating budgets, dashboards and templates

• Applications - plan your campaigns for awareness, branding, acquisition and retention

• Optimisation & Emerging Trends - discover how to predict and utilise emerging trends, technology and media

To build on the knowledge you acquire, you will also receive access to five (5) modules of your choice (in-class certificate only).

You may wish to work with your instructor as the certificate progresses to determine which course is best for you.

DIGITAL MARKETING CERTIFICATE

Discover how you can leverage technology and utilise data to drive results with best-in-class subject matter experts and practitioners in digital marketing.


TESTIMONIALS

“I engaged with the Digital Marketing Certificate because of the amazing skills of the instructor Val. The course broke down a complex and ever-changing topic into easy-to-understand chunks. I would recommend it to anyone who is interested in marketing to achieve a tangible ROI.”

- Ahmed Mahmoud, National Manager, Business Transformation,

Toyota Motor Corporation Australia

“I found the course the most practical I have ever completed. I was able to integrate learnings weekly into the MyHouse business. This ranged from improving UX on website to retargeting and Adwords.”

- Tracey Hamilton, Head of Marketing and eCommerce, MyHouse

“The ADMA Digital Marketing Certificate course is definitely one not to miss. The 5-day intensive course is perfect for the busy marketer ready to brush up on their digital skills to keep up to date with the latest trends. The tutor and fellow classmates were so helpful which made the course just a little easier while helping you to prepare to take on future projects and tasks full force.”

- Heather Tamson, National Marketing Coordinator, Rondo Building Services

Online In-class Certificate

Course 1: Digital Marketing Foundations includes the following modules

• Digital Landscape • Digital Strategy • Customer Experience • Content Creation and Planning • Data Foundation and Planning • Data Analytics

Course 2: Digital Marketing Channels includes the following modules

• Websites • Email • Complying with the Spam Act and Privacy Act

• Digital Paid Marketing • Social Media Marketing • Mobile Marketing

Course 3: Digital Marketing Campaign Planning and Management includes the following modules

• Finding Digital Partners • Budgeting • Campaign Planning • Optimisation

Course 4: Privacy & Marketing Compliance includes the following modules

• Marketing & Advertising Content • Competitions & Prize Giveaways • Intellectual Property: Copyright & Trade Marks

• Privacy

IN-CLASS PRICEMember: $3,495 Non-member: $4,645ONLINE PRICEMember: $2,300Non-member: $3,045

In-class course available in Sydney, Melbourne, Brisbane and Perth.See page 32 for course dates.




ONLINE COURSE COVERS:

Alternatively you can cover this content online, broken down into the following online courses and modules.

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Intermediate

Contact [email protected] Book at adma.com.au/iq2017

Duration intensive: 5 full days over 12 weeksEvening: 1 evening per week over 12 weeks

Online: 6 months to complete

CODE SCHOOL


Have you ever wanted to jump in and make a quick fix on a web page or build your own website? In this hands-on course you'll learn the fundamentals of how web pages work and how to do some basic coding. You'll come away empowered to make and amend web pages and know when it's best to engage a developer.

Note: School runs once a week over six weeks from 6pm to 8pm.

LEARN TO:

- Confidently perform basic web development tasks - Understand a mix of modern coding practice and theory - Improve business relationships through being able to express fundamental

knowledge of how the web works - Immediately apply your knowledge in the workplace or build your own projects

COURSE COVERS:

Get your hands dirty and become a code-savvy marketer.

Lesson 1: Answering questions about digital

• Anonymously submit questions you have always wanted to know the answers to (but were too afraid to ask) before the course starts. E.g.:

• How does the internet work? • What does “frontend” and “backend” mean?

• How does a web page work?

Lesson 2: Getting a code editor and making your first web page

• To build web pages you are going to need a code editor; we will learn how to download and set one up, then we will cover:

• Understanding tags • Understanding semantics • Where to find help

In-class Certificate

Duration: once a week over 6 weeks

IN-CLASS PRICEMember: $599Non-member: $799

Entry

Lesson 3: Linking and adding media • Understanding files and folder structures

• Linking between web pages • Inserting images and videos

Lesson 4: Adding style • Introduction to Cascading Style Sheets (CSS)

• Reusing styles across a website

Lesson 5: Building a homepage • Make something to call your own using the skills you gained

Lesson 6: Amends and finishing up • Handling client amends: get a feel for what you can safely do and when you should pass it over to a developer

• Amending HTML emails • Uploading your website using FTP

Today, it is virtually impossible to advertise without technology. This is because the ‘always on’ consumer has more exposure to technology and devices than they do traditional media. In this online certificate, we cover the areas of digital transformation, marketing automation and how to harness the power and productivity of programmatic media buying. We also analyse the importance of technology in the creative space, campaign development and ultimately, the customer experience.

LEARN TO:

- Understand and manage the successful implementation of marketing automation

- Identify effective use of technology in development and execution of ideas - Discover technology’s full potential and its cultural impact on consumers

- Understand how to implement a digital transformation and discover how to incorporate digital transformation into your existing commercial model

- Distinguish different programmatic models and analyse the technologies available for implementation

COURSE COVERS:

Through interactive and engaging online content, you’ll complete the certificate broken down into the following courses and modules:

MARKETING TECHNOLOGY CERTIFICATE

Course 1: Programmatic Advertising includes the following modules

• What is Programmatic • Why use Programmatic • Audience • Experience • Programming • Measurement • Strategy

Course 2: Digital Transformation includes the following modules

• What is Digital Transformation • Digital Transformation Drivers • Customer Experience • Skills and Structure • Business Models • The Transformation Process

Course 3: Marketing Automation includes the following modules

• What is Marketing Automation • Why use Marketing Automation • Understanding the Consumer • Identify your Customer • Attract Customers and Build Relationships

• Enhance Performance • Marketing Automation Implementation

Course 4: Creative Technology includes the following modules

• The Creative Technologist • Beyond the Screen • Merging Technology with Creativity • Technology Trends

Online Certificate


ONLINE PRICEMember: $2,550Non-member: $3,400


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Discover how and why technology has impacted the way we market and sell.

Intermediate


COURSES

ANALYTICS FUNDAMENTALS

In this course, we’ll examine the fundamentals of analytics, exploring the tools and their most appropriate use. You’ll discover how to draw insights from analytics, enabling you to predict emerging trends. This course is designed for those who are curious in nature, enjoy problem-solving and prefer a self-learning, exploratory approach to knowledge.

LEARN TO: - Apply basic analytics principles and definitions - Investigate analytical tools and techniques - Identify the role the analytical lifecycle plays in solving problems and setting

objectives - Explore business analytics and its value to organisations - Share and draw insight from analytics results - Examine emerging trends in analytics

COURSE COVERS:During this engaging online course, you’ll explore the fundamentals of analytics, ensuring you develop a solid understanding of the process. Through interactive theoretical practices, we’ll look at the appropriateness of tools and skills to specific analytics challenges. Relevant case studies will also be provided giving you the tools and resources you need.

ONLINE SPECIFIC MODULES:

Module 1: Defining AnalyticsModule 2: Analytics LifecycleModule 3: Analytics TechniquesModule 4: Tools for Analytics

Module 5: Tools for Analytics IIModule 6: Delivering ResultsModule 7: Emerging Trends

ONLINE PRICEMember: $850Non-member: $1,150


Part of the Analytics Certificate

Duration: 6 months to completeDeveloping

Discover the fundamentals of analytics and the different tools that will help you draw insights from analytics.

Online

B2B DIGITAL MARKETING STRATEGY

IN-CLASS PRICEMember: $855Non-member: $1,140


Learn how to engage sales teams to effectively work with other business units to achieve success. Following the consumer’s journey, you’ll adopt a numbers-based funnel that promises results.

LEARN TO:

- Gain competitive advantage and follow your buyer’s purchase journey - Effectively align sales and marketing - Understand and populate your funnel - Develop tactics that align with your strategy - Refine your funnel metrics from start to finish

COURSE COVERS:

Using globally recognised and proven content from the Funnel Academy™ and through equal parts theory and workshop, we’ll expand on:

• Defining, understanding and seizing opportunities within the market • Aligning B2B sales channels and bringing your B2B strategy to life • The process involved in establishing a common plan with common metrics and tactics

• The effects of sales and marketing alignment • Developing and sustaining successful marketing rhythm • Releasing your business from the restrictions of a quarterly planning cycle • Funnel Management • Market definition, purchase desires and product-driven solutions

Proficient Duration: 1 day

Using true and tested frameworks, you’ll approach business-to-business marketing with a carefully planned strategy.


Best practice case studies will walk you through all the components of an effective content strategy. You’ll also focus on how to create, distribute and manage your content.

LEARN TO:

- Map content strategy to the customer lifecycle - Understand how content facilitates a connection with customers online

throughout their purchase decision - Explore content publication processes and technologies - How to measure and optimise content

COURSE COVERS:

Consumers prefer to be engaged with a brand via a story or conversation, so the power of content is immeasurable. Through both in-class discussion and practical exercises, we’ll explore how consumer behaviour fuels this power and how you can develop your content marketing strategy to be just as powerful. You’ll also learn how to properly measure its effectiveness. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Content Marketing OverviewModule 2: Planning a Content StrategyModule 3: Mapping Content to AudienceModule 4: Content Creation and ProductionModule 5: Content DistributionModule 6: Measuring Content Marketing

CONTENT MARKETING STRATEGY

IN-CLASS PRICEMember: $650Non-member: $895ONLINE PRICEMember: $550Non-member: $750



Proficient Part of the Content Marketing Certificate

Examine all areas of content marketing and the role they play in digital, marketing and business strategies.

Duration: 1 dayor online

6 months to completeOnline

CONDUCTING USER RESEARCH



Developing Duration: 1 day

Understanding your customers via best practice user research.

Critical to marketing today is identifying the best way to service our customers, no matter what the channel. This course focuses on experience mapping, customer journey and service design.

But how do we find the information about our customers that allows us to build out these programs? Rigorous user research that allows us to understand user behaviours, needs and attitudes is absolutely necessary.

LEARN TO:

- Identify the role of user research in the design solution - Understand objectives and gaps in knowledge you need to fill with

user research - Identify hypothesis and preconceptions about users - Select the best methods of user research for your project - Conduct user research to gather data - Synthesize and pull together different data sources to fill in knowledge

gaps, and discover insights and opportunities.

COURSE COVERS:

This one day courses focuses on different methods of user research, understanding their value within the design process, and how to make informed decisions. Participants will come away with tools and tips on how to select the best methods of user research for their situation, and how to conduct these to gather the data required.

16 Save $200 on any course. Use code IQCOURSE17. Not available with other offers.

COPYWRITING ADVANCED

Writing today is an indispensable skill and if you want to excel, you need more than just the basics. Throughout this course, you’ll engage with and produce strategic and compelling copy that will attract readers.

LEARN TO:

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

- Excel at producing industry standard copy - Solve and deliver briefs efficiently and on time - Understand a brief and identify its purpose - Develop solid, original creative ideas - Follow the copywriting process from

start to finish - Adopt four unique styles of copywriting

COURSE COVERS:

In this thoroughly practical course, you’ll use writing exercises, real-world examples and beyond basic techniques of copywriting to cover:

• Brief interpretation and key elements • Identifying and conceptualising the big idea • Copy foundations and techniques, including how to start • The importance of punctuation • Incorporating enthusiasm and passion into your writing

CONVERSION RATE OPTIMISATION





This powerful one-day course will teach you the fundamentals of how to turn your hard-earned website visitors into leads and sales. Applying the insights you’ll get during this power-packed half-day training to your website will help you improve your conversion rates and thus improve your online revenue and lead generation.

If you want to know more about the fast-growing marketing discipline of conversion rate optimisation, this is the best course for you to dip your toes in the water and get started.

LEARN TO:

- Set objectives for your site and assess how your objectives are being met - Analyse and interpret your website’s statistics and visitor behaviour - Offer the right information in the best way to keep visitors intrigued - Place the right ‘calls to action’ - Detect and fix revenue leaks on your website - Create a site structure that is clear and helps visitors make a decision

COURSE COVERS:

Using presentations and partaking in discussions as well as hands-on practical exercises, we’ll examine:

• How to turn visitors into customers • Interpreting site statistics into insights • Google Analytics and other research tools • Presenting your value proposition in the best possible way • Site structure, design and practical tools • Effective website copy and ongoing engagement • Ongoing testing to maximise site potential • Live optimisation

Duration: 1 day Duration: 1 dayProficientIntermediate

Harness the power of conversion and learn how to optimise your site to achieve your online objectives.

Explore new, clever and engaging ways to push your writing to the next level.


COPYWRITING FOR CONTENT MARKETINGDiscover the essential techniques for writing effective copy.

One of our most popular courses, copywriting essentials explores the structure, rules and techniques in copywriting. Learn to craft compelling headlines, structure documents and most importantly, engage your reader.

LEARN TO:

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

- Craft compelling headlines - Structure copy: beginning, middle and end - Manage the approval process - Tailor your copy for each social channel - Identify the appropriate medium for your copy

COURSE COVERS:

• Practical exercises and relevant examples to help you structure your writing. The right questions to ask, tools and resources to draw upon, and the importance of the brief.

• Learn to set a structure, write compelling propositions, develop and c raft concepts.

• Legal and mandatory aspects you should consider when writing. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Copywriting FoundationsModule 2: Creative with CopyModule 3: Copywriting TechniquesModule 4: Writing for Digital

COPYWRITING ESSENTIALS






Plan, write and publish creative content that engages readers and keeps them coming back for more.

During this course, you’ll explore copywriting for blogs, PR, social media posts and articles. Discover new techniques and master old ones. Explore a variety of effective, compelling and fresh techniques for copywriting for content marketing during this hands-on workshop.

LEARN TO:

- Use essential writing techniques - Apply the top tips and tricks of the trade used by experienced journalists - Tailor content using basic structures - Efficiently rework material for multiple social media channels - Wield the basics of editing and gain confidence from applying fact-checking

techniques and processes - Identify and apply techniques that will keep your writing contemporary

COURSE COVERS:

In class, we’ll explore copywriting for content marketing, covering:

• The fundamentals of journalistic writing • The kind of content consumers want to engage with • Story ideas for content • Rules and regulations around creating engaging content • Writing an irresistible headline • Styles and structure to follow to keep the consumer interested • The power of the publishing program • Content quality


6 months to completeEntry Part of the Content

Marketing Certificate Duration: 1 dayDevelopingOnline


Winning the promotion and becoming a senior manager doesn’t mean you are ready for all that is ahead of you as you take on more responsibility and manage a team or sets of teams. This course will equip you to get an understanding about how you create a creative culture, how to nurture creative talent, how to build trusted business relationships that allow you and others to succeed and how to link business and creative needs with technology and innovation.

LEARN TO:

- Learn practical ways to create a creative culture within your business - Develop holistic KPI’s that inspire and encourage your team - Build stronger more collaborative relationships with your peers and

stakeholders - Understand that technology innovation is always going to be one step ahead of

you, however there are simple ways to keep up - Deal with many types of C leadership styles and adapt messaging for success - Think positively on coaching and nurturing to build talent

COURSE COVERS:

• Why is Creative Leadership so important? • Shaping a truly creative culture • Nurturing creative talent • Building trusted business relationships • Connecting technology and innovation • Bringing Creative Leadership to Life – student practice activity

Webinar

• Review and discuss student practice result as a group

CREATIVE LEADERSHIP ADVANCED BUSINESS COURSE





Builds your confidence and ability to create marketing output that has a high emotional value to the brand experience.

Becoming a good creative leader in the new digital economy is not an easy task as there are so many challenges, opportunities and challenges to tackle every single day. This course will equip you to get an understanding about how you refine your creative collaboration and push aside any egos. How to collaborate and nurture to create amazing emotional campaigns how to consider end to end consumer experiences and how to work ith experts to design and deliver interesting and impactful thought leadership.

LEARN TO:

- Think differently to turn brands into emotional engagement - Appreciate the role of thought leadership with a brand - Develop approaches to maximise the thought leadership impact - Understanding the real objectives of clients and stakeholders - Selling ideas outside marketing in a people centric way - Think about how to simplify process

COURSE COVERS:

The course covers six modules:

• Why is Creative Leadership so important? • Creative collaboration with stakeholders/clients and leadership • Creating amazing emotive campaigns • Develop end to end experiences • Designing and delivering thought leadership

Webinar

• Review and discuss student practice result as a group

Duration: 1 day+ 1hr webinar

Duration: 1 day+ 1hr webinar


Develop senior creative leadership skills to improve business effectiveness.

CREATIVE LEADERSHIP ADVANCED CRAFT COURSE

Proficient Proficient

CUSTOMER JOURNEY MAPPING DATA ANALYSIS FOR MARKETERSEnsure customer understanding is at the heart of your marketing.

Create a compelling experience for customers using analytics tools and insights.Customer insights are a crucial part of any marketing strategy or campaign, and yet most marketing strategies are developed with a focus on the product attributes or benefits we want communicate. In this course, you’ll discover the fundamentals of analytics and the different tools that will help you draw insights from data to create a compelling customer experience.

LEARN TO:

- Identify and understand your key audience segments and bring them to life through personas

- Crystallise what key customer journeys drive your business, and which audience segments need to complete those journeys

- Develop a detailed customer journey, tapping into your organisational understanding of your customers and existing knowledge

- Validate your journeys through research and data, and learn to fill any gaps in understanding

- Extend your customer journeys, developing them into 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:

• How to put the customer at the centre of your marketing and how to unlock a deeper understanding of the customer journey to engage with your category, brand and product

Engage with data analysis and discover how it can deliver marketing effectiveness.

This short course will help you make sense of the high volume and increasingly complex data available to marketers, as well as build a high-level view of the tools, techniques and processes you might use in the process.

LEARN TO:

- Assess data value and viability inside and outside your organisation - Use data analysis to identify patterns and expose trends - Gain insight from consumer data for marketing strategy and communications

purposes. - Understand 1 to 1 marketing including segmentation, targeting and

automation techniques - Understand how big data can be utilised to drive sales - Adopt effective data management practices

COURSE COVERS:

In class, we’ll use a combination of discussions, presentations and theoretical exercises to cover the following:

• Developing insights and business intelligence • Using data analysis for acquisition and improving retention • Data types - quantitative and qualitative - and data collection • Internal and external sources • Measurement and attribution techniques • Using analysis to explain marketing impact and forecasting • Data analysis using tools and processes then forming and testing hypotheses • Providing answers to business problems using correct terminology

Duration: 1 dayIntermediate



Intermediate



Duration: 1 day


DATA VISUALISATION DATA-DRIVEN MARKETING & ADVERTISINGLearn to read, understand and apply data for effective marketing.

This course provides you how data is used in every aspect of marketing, from planning to implementation to review. It encourages marketers to use all kinds of data, both internal and external and digital and transactional, and to try different techniques and models to unlock the power of data.

LEARN TO:

- Identify datasets from various sources to drive your marketing objectives - Transform data into solutions from gathered analysis - Understand the practical aspects of working with data - Acquire and retain consumers through data - Use a practical model for tackling marketing challenges with relevant data

and techniques

COURSE COVERS:

Using practical exercises, in-class discussions and presentations, we’ll cover: • Transactional and traditional data sources • Owned digital assets; for example, websites and online assets like social communities and data insights and other digital sources

• Research, publicly available data, and data aggregators • Segmentation, targeting and personalisation to help you identify key consumer behaviours, develop distinctive insights and optimise your marketing with the findings

• Using data for planning, acquisition, engagement and retention • Defining the problem and desired outputs • Sourcing the right data – gathering, formatting and data hygiene • Matching, combining and transforming data • Analysis, interpretation, implementation and operation and using the right tools and systems


Online course available anytime.IN-CLASS PRICEMember: $650Non-member: $895


Establish your own visualisation techniques that will help sell your analytics results to business decision makers.

In this course, you’ll learn how to translate and present analytics in an enticing manner. You’ll draw upon insights from data and convert these into commercial insights.


LEARN TO:

- Define what data visualisation is and identify different examples of data visualisation

- Identify tools that can help you discover data - Determine the types of variables in data visualisation - Identify the relationships of data visualisation - Make data memorable and the techniques involved in visual storytelling

COURSE COVERS:

You’ll dissect business goals and the process behind the decision maker. Looking at visual perception design, discover how to select the most compelling and appropriate approach to deliver the analytics. Current and effective examples will be shown as guides to illustrate this.

ONLINE SPECIFIC MODULES:

Module 1: Introduction to Data VisualisationModule 2: Discovering Data VisualisationModule 3: Storytelling with DataModule 4: How to Present Data

Part of the Analytics Certificate

Duration: 6 months to completeIntermediate Duration: 1 dayIntermediateOnline


DIGITAL COPYWRITING ESSENTIALSDIGITAL ANALYTICS FOR MARKETERS




In-class course available in Sydney, Melbourne and Perth.See page 32 for course dates.

Introducing an accessible approach to measuring, analysing and optimising digital marketing activity.

Learn to apply proven marketing theories to real world examples. Unlock the power of data to power decision making and campaign planning. This course has been designed so a difficult topic is now simple, straightforward and easy to grasp.

LEARN TO:

- Apply a metrics framework to any digital campaign - Uncover hidden consumer insights and utilise them to effectively communicate

with your consumers - Read and interpret key reports in Google Analytics - Apply analytics within the planning process - Accurately attribute conversions in a multi-channel campaign - Understand digital data sources

COURSE COVERS:

Through an engaging and hands-on approach, we’ll cover:

• 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 • Campaign flow and media attribution • Potential campaign flows and response tracking • Media attribution in a multi-channel world • Driving conversions through effective targeting • Cross-channel integration and targeting matrix

Discover the essential skills and practices for writing effective digital copy.

Whether it’s a quick status update or detailed blogpost, writing on a digital platform is already a part of your day. The structures and styles for online are, however, different - there is no one-size-fits-all approach to the platforms. For your copy to cut through the current cluttered digital environment, it needs to be engaging. Through tested techniques, you’ll discover the art of writing engaging digital copy for search purposes, emails, websites and social media.

LEARN TO:

- Write and develop engaging copy - Apply the rules of copy in a digital space - Articulate an idea that is both concise and engaging - Develop landing pages, subject lines, emails and website copy effectively - Tailor your copy for each digital channel - Craft rich and entertaining blogs and posts - Identify the role and implications of mobile

COURSE COVERS:

The foundations of good copy and how the rules transform for an online arena, covering:

• The basic but essential approach to copy • A debate on traditional versus online writing styles • Web structure and thinking in 3D • Spelling, proofreading and structuring - especially landing pages • Email timing and etiquette • Tips and techniques for email subject lines • Writing for SEO, social media, mobiles and blogs

Duration: 1 dayIntermediate Duration: 1 dayEntry


Broaden your skills base by discovering how digital can make your campaigns thrive.

During this course, you’ll explore the practical elements of digital marketing and how you can integrate them within your brand’s activity. You’ll learn to determine the right resources, budget plan and identify opportunities for optimisation.

LEARN TO:

- Identify digital partners - Successfully use digital channels - Understand differences between consumer awareness, acquisition and

retention when using digital channels - Budget for digital activity - Optimise your digital channels through testing and measurement

COURSE COVERS:

Through an online interactive approach, you’ll discover how to manage, plan, budget and optimise digital channels within your campaign for better customer engagement, acquisition and retention. You’ll learn this through the following modules:

Module 1: Finding the Right Digital PartnersModule 2: BudgetingModule 3: Campaign PlanningModule 4: Optimisation

DIGITAL MARKETING CAMPAIGN PLANNING & MANAGEMENT

DIGITAL MARKETING CHANNELS

ONLINE PRICEMember: $450Non-member: $595


Discover how each digital marketing channel can grant you a customer-centric marketing presence.

In this course, we examine each channel individually and uncover information about channel contributions to the consumer journey and how to utilise it in your marketing activity.

LEARN TO:

- Understand the role of each digital channel in relation to the consumer - Understand how the digital channel fits into the overall business strategy - Understand and apply the essentials from the Spam Act and Privacy Act

to your email marketing practices - Select the appropriate paid digital media options and learn how to

optimise placements - Apply best practice in developing a website and managing an email database - Examine various social channels and how consumers interact with them

to maximise engagement

COURSE COVERS:

Through engaging online content, you’ll explore the following modules:

Module 1: WebsitesModule 2: EmailModule 3: Complying with the Spam Act 2003 and the Privacy Act 1988Module 4: Digital Paid MarketingModule 5: Social Media MarketingModule 6: Mobile Marketing

Entry Part of the Digital Marketing Certificate Entry Part of the Digital

Marketing CertificateDuration:



Duration: 6 months to completeOnline



DIGITAL MARKETING ESSENTIALS




Discover industry tips and tricks for successfully incorporating digital channels into your campaigns.

In this two-day intensive course, you’ll explore the foundations of each digital channel, how they work and how they can fit together to deliver on your marketing objectives. We’ll also look at digital tactics, strategies and processes and how you can tie them all together in an effective way.

LEARN TO:

- Understand the principles and framework behind a digital strategy - Manage the processes involved with building a website and individual channels - Identify the appropriate online media to achieve your objectives - Incorporate social media and content as singular parts of your marketing strategy - Harness the power of paid and organic search - Craft and manage email marketing that is compliant - Understand mobile and its impact on the digital landscape

COURSE COVERS:

Through presentation, discussion and practical approaches, we’ll cover: • An overview of the digital landscape, including trends in online customer behaviour • The role of content and data in digital marketing • The channel options within paid media • The development and usability of websites • Email marketing and databases, including the Spam Act 2003 • New technology and tactics, specifically within mobile marketing and emerging media

• How to effectively leverage the available tools in marketing for social media

This two-day course allows broad and deep understanding of digital marketing – broader than DIGITAL MARKETING FOUNDATIONS which is an online course as part of our DIGITAL MARKETING CERTIFICATE.

Broaden your skill set and develop a foundational knowledge of the digital landscape, data, content and customer experience.

During this online course – part of our Digital Marketing Certificate – you’ll be provided with an outline of the core foundations and principles of digital marketing. Explore the role of data and content and how this can shape customer experience.

LEARN TO:

- Understand the current digital landscape for both brands and consumers - Define customer centricity and its importance in achieving outstanding

customer experience - Identify the steps in creating an effective digital strategy - Identify the role and importance of data

COURSE COVERS:

Through interactive online content, you’ll explore the following modules:

Module 1: Digital LandscapeModule 2: Digital StrategyModule 3: Customer ExperienceModule 4: Content Creation and PlanningModule 5: Data Foundation and PlanningModule 6: Data Analytics

DIGITAL MARKETING FOUNDATIONS

Duration: 2 daysEntry Entry Part of the Digital Marketing Certificate




DIGITAL MARKETING STRATEGY DIGITAL TRANSFORMATION




Uncover a framework for successful digital marketing.

Whether it’s your business, industry, or campaign, digital continues to have a significant impact on the way we operate. During this course, you’ll be provided with a framework for crafting a digital marketing strategy. To get the most out of this two-day intensive course, you should have a good understanding of the basic digital marketing tactics. If you don’t have this, our Digital Marketing Essentials course might just be for you! Find out more on page 24.

LEARN TO:

- Effectively integrate digital into your marketing strategies - Implement your strategy by employing the tools for digital marketing

in the most relevant way - Utilise a planning framework for digital strategy development within

your organisation - Identify the difference between acquisition, branding and retention

strategies through case study examples

COURSE COVERS:

Through presentation, discussion and practical exercises in class, we’ll explore digital marketing strategy at length, covering:

• Understanding the role of digital within the business • 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 digital strategies for customer acquisition, retention and branding purposes

• Implementing a digital strategy successfully

Understand and manage digital transformation.

Today, nearly every management team and boardroom agenda is working towards a digital transformation. In this course you’ll come face-to-face with transformation, learning precisely what it is, and how to go about it within your own business.

LEARN TO:

- Define the digital transformation and why it is important - Identify the enablers of digital transformation by exploring operating structures - Understand how to implement digital transformation - Identify the key features involved with digital transformation - Understand the steps involved in implementing a digital transformation

COURSE COVERS:

In this online course we’ll explain what a digital transformation is and the benefits it can bring to your business. Looking specifically at the impact and implication of digital transformations, we’ll also outline the benefits and challenges that surround it.

You’ll also discover the significance of digital disruption, the operational process and how it’s challenging traditional business models. Plus, examine real-world case studies of how businesses are successfully implementing this. All of this will be broken down into the following modules:

Module 1: What is Digital TransformationModule 2: Digital Transformation DriversModule 3: Customer ExperienceModule 4: Skills and StructureModule 5: Business ModelsModule 6: Transformation Process

Duration: 2 daysProficient Intermediate Part of the Marketing Technology Certificate




EMAIL MARKETING




Boost your email marketing results with proven techniques, technical and strategy improvements.

Explore new ways of using email marketing in your overall communications strategy and learn how to deploy marketing automation techniques to drive customer engagement.

LEARN TO:

- Achieve a high ROI through deliverability, email composition and conversion techniques

- Acquire more opt-in emails with effective data gathering in compliance with the Spam Act

- Use data-driven techniques to improve the targeting and relevance of email communications

- Improve results and customer engagement with marketing automation

COURSE COVERS:

Through presentation, discussion and practical exercises, we’ll delve into the basics, including deliverability rates, benchmarks and email types. Explore email planning strategies and discover where email will be most effective. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Email Marketing OverviewModule 2: Planning an Email StrategyModule 3: Email Marketing StrategiesModule 4: Email DeliveryModule 5: Email Content and DesignModule 6: Data and Email ManagementModule 7: Complying with the Spam Act 2003 and the Privacy Act 1988Module 8: Measuring Email Performance

Proficient OnlineDuration: 1 day

or online 6 months to complete


MARKETING AUTOMATION


Discover marketing automation and how to use it in your business.

Marketing automation is on the rise as businesses seek to scale their marketing programs to achieve better ROI. In this course, determine why marketing automation is vital, how to implement it within your own practices, and discover the benefits it can have for both you and your customers.

LEARN TO:

- Use, recognise and correctly apply marketing automation - Identify marketing automation benefits from both your and the consumer’s

perspectives - Plan and put marketing automation into action - Map out marketing programs using marketing automation

COURSE COVERS:

During this online course, we’ll discuss effective implementation of marketing automation, what to do with it and how it enables a successful business strategy. You will learn to assess if you have the necessary foundations for successful marketing automation, the importance of data, establishing your own nurturing programs and how to measure and manage lead scoring.

Finally, you’ll see why sales and marketing must align to achieve success. All of this is broken down into the following modules:

Module 1: What is Marketing AutomationModule 2: Why use Marketing AutomationModule 3: Understanding the ConsumerModule 4: Attract Customers and Build RelationshipsModule 5: Enhance PerformanceModule 6: Marketing Automation Implementation

Intermediate Part of the Marketing Technology Certificate



Develop a deeper understanding of predictive analytics.

Using predictive analytics, discover how you can forecast, model and optimise data to create opportunities and prevent loss. To get the most out of this course, you should have a solid knowledge of analytics and have ideally spent some time working in the field - over three years’ experience is recommended.

LEARN TO:

- 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 - Understand when to use variable sampling techniques - Apply different techniques for predictive modeling and the considerations

for selecting analysis method

COURSE COVERS:

Looking at predictive analytics in marketing, this online course includes relevant examples of datasets, the challenges faced, and how to interpret results.

Module 1: Introduction to Predictive AnalyticsModule 2: Developing a Business CaseModule 3: Data ReductionModule 4: Variable Exploration & Model FeasibilityModule 5: Sample DesignModule 6: Predictive Modelling TechniquesModule 7: Evaluation of Model Effectiveness

PRACTICAL PREDICTIVE ANALYTICS


PRIVACY & MARKETING COMPLIANCE

IN-CLASS PRICEMember: $855Non-member: $1,140ONLINE PRICEMember: $750Non-member: $950

In-class course available in Sydney, Melbourne, Brisbane, Perth and Adelaide.See page 32 for course dates.


A commercial approach to compliance for data-driven marketers and advertisers.

Learn how to protect and enhance your brand’s reputation by ensuring your marketing and advertising meets customer expectations, and complies with the privacy and marketing content laws.

LEARN TO:

- Identify the legal and ethical boundaries for advertising content and promotional tactics

- Understand the risks of misusing intellectual property and brand trademarks - Collect customer data from direct and indirect sources in a privacy compliant way - Obtain consent and manage your data to ensure ongoing and secure compliance - Understand the laws which relate to specific channels – such as email, mail

and phone - Appreciate the complexities of privacy control when operating in the digital world

COURSE COVERS:

Through in-class discussions, presentations & theoretical exercises, we’ll cover: • Misleading advertising, comparative advertising and substantiation • Pricing dos and don’ts, plus consumer rights within guarantees • Various state and territory rules about running competitions • Impact of changes to the Privacy Act - discover the new Australian Privacy Principles

• Data collection, management and use

Alternatively, you can cover this content online in the following modules:

Module 1: Marketing & Advertising ContentModule 2: Competition & Prize GiveawaysModule 3: Intellectual

Part of the Analytics CertificateAdvanced Part of the Digital

Marketing CertificateIntermediateDuration: 6 months to completeOnline


OnlineDuration: 1 day



PROGRAMMATIC ADVERTISING

IN-CLASS PRICEMember: $395Non-member: $525ONLINE PRICE Member: $850Non-member: $1,150



RETENTION AND LOYALTY MARKETING STRATEGY



Discover the four pillars to building a comprehensive customer retention and loyalty marketing strategy.

In this two-day intensive course, you’ll adopt a framework for retaining customers through loyalty marketing strategies. We’ll explore the power behind loyalty and advocacy initiatives in both traditional and digital techniques. The proven effectiveness of keeping a customer and nurturing their loyalty and advocacy is where the value is derived.

LEARN TO:

- Build a retention plan - Identify and understand customer loyalty - Avoid customer loyalty pitfalls - Communicate on another level with your customers - Use digital channels and social media to further engage with your customers - Select the best type of retention campaign for your business and adopt it

COURSE COVERS:

The content in this course will combine presentations, discussion and practical exercises to cover:

• The loyalty model, looking at specifically what makes a customer disloyal, passive or an advocate

• Retention campaigns suitable for different business objectives – lifecycle campaigns, cross-sell and up sell using brilliant basics, proactive save, renewal, re-purchase and win-back techniques

• Building your retention plan in four steps: understanding your customer, segmentation, mapping the experience and identifying opportunities to steer the relationship.

Adopt a simple, fresh and effective platform to power your marketing.

Programmatic advertising is reshaping the digital landscape as it’s automating everything. Marketers need to exploit the power of automated media trading and learn how they can optimise its productivity. In this course, we’ll explore various programmatic models and the different technologies available for implementation.

LEARN TO:

- Understand the current global programmatic landscape - Identify the insights that drive our current programmatic activity - Recognise the shift in media consumption and the impact on programmatic

investment - Determine the different programmatic models - Assess the technologies available for programmatic implementation - Process and manage a programmatic execution

COURSE COVERS:

Using the most recent research and findings, we’ll debate the global programmatic landscape versus the local. We’ll also assess the considerations for programmatic buys, the role of agency and the different programmatic models: agency trade desk, hybrid, in-house and managed service.

Module 1: What is ProgrammaticModule 2: Why use ProgrammaticModule 3: AudienceModule 4: ExperienceModule 5: Programmatic AdvertisingModule 6: MeasurementModule 7: Strategy

Intermediate Part of the Marketing Technology Certificate Proficient Duration: 2 daysOnline


6 months to complete


SEM ESSENTIALS


In-class course available in Sydney, Melbourne and Brisbane.See page 32 for course dates.


SENTIMENT ANALYSIS


Simple yet successful ways to enhance your search results.

Paid search can transform your business without huge spend. It’s a cost-effective, highly convenient channel. See how it can strengthen your search engine marketing, morph into a wider digital strategy for your business and leverage other channels.

LEARN TO:

- Enhance your search strategies - Understand all the terminology - Introduce this cost-effective channel into your communications mix - Adopt valuable insights and lessons driven from case studies and examples

COURSE COVERS:

In class, we’ll use a combination of theoretical exercises, presentations and discussion to review the search landscape including an overview of the role of search in today’s media mix. Get an introduction to the key players and an explanation of the main components, terminology and acronyms. Dive into the detail of setting up, monitoring and optimising a paid campaign. Understand how to develop a SEM strategy and how this integrates with other online and offline channels. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: Search LandscapeModule 2: Paid Search OverviewModule 3: Optimisation StrategiesModule 4: SEM Integration

Discover best-practice approaches that use modern text mining and predictive analytics techniques to gain insight into consumer opinions and forecast behaviours.

In this course, you’ll advance your knowledge of sentiment and content analysis, and opinion mining, develop a deeper understanding of how to work with unstructured text data (in particular, data retrieved from social media) and learn how traditional machine learning/predictive analytics techniques can be used for the purposes of sentiment analysis. It is recommended that you complete the Practical Predictive Analytics course (see page 31) prior to taking this course.


LEARN TO:

- Retrieve social media generated textual data from the web - Understand and effectively address common challenges in text analysis - Apply best practice approaches to textual data pre-processing and

enrichment techniques including normalisation, tokenisation, stemming, lexicons creating and usage

- Gain insight into using modern analytical techniques to derive sentiment from the data

COURSE COVERS:

Module 1: What is Sentiment Analysis?Module 2: Data Retrieval for Social Media AnalysisModule 3: Data Pre-processingModule 4: Deriving Sentiment and Relevant Predictive Modelling

Techniques OverviewModule 5: Common Challenges and Alternative Approaches to Sentiment Analysis

Part of the Analytics CertificateAdvanced Duration:

6 months to completeEntry OnlineDuration: 1 day


Online



SEO ESSENTIALS

Find out how SEO drives new customers and better customer engagement.

Score page rankings, better click-throughs, utilise research tools and foster great external links with an effective SEO strategy. Discover what simple techniques can do when applied to your website structure.

LEARN TO:

- Increase the rate of click-throughs and page rankings - Improve SEO success through content - Effectively utilise on-page and off-page tactics to improve SEO - Operate keyword research - Build useful external links

COURSE COVERS:

In class, you’ll engage in discussions, use theoretical exercises and absorb presentations as we cover keyword searches for research and selection; developing, measuring and managing SEO; matching content to the customer journey and social media. Finally, we’ll touch on delivering a great customer experience through your online assets, website structure and explore the importance of linking and authority. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: SEO OverviewModule 2: Keyword Research ToolsModule 3: ContentModule 4: Website StructureModule 5: External Links




SOCIAL MEDIA MARKETING ESSENTIALS




Discover the foundations behind social media marketing and how you can adopt the practices into your own communications mix.

Get up to speed with the latest trends, techniques and technologies in social mediaand learn to craft your own social media campaign through planning, execution and optimisation.

LEARN TO:

- Identify all the major social channels - Plan an effective social media campaign - Tailor content to the appropriate channel - Engage the right consumer in the right space - Measure and optimise your social media activity

COURSE COVERS:

In-class we’ll adopt a test-and-learn approach and discover how to use both free and paid tools for monitoring content, task scheduling and automation, as well as how to measure performance and what to do with those results. Alternatively, you can cover this content online and broken down into the following modules:

Module 1: The Social Media LandscapeModule 2: Campaign AnalysisModule 3: Campaign PlanningModule 4: Content CreationModule 5: Content DistributionModule 6: Managing Campaigns

Entry Part of the ContentMarketing CertificateEntryOnline




6 months to complete


SOCIAL MEDIA MARKETING STRATEGY

IN CLASS PRICEMember: $650Non-member: $895

In class course available in Sydney, Melbourne and Brisbane.See page 70 for course dates.

Research, plan and implement a successful social media marketing strategy from the ground up.

Most organisations and brands are on social media - and if they’re not, they should be. Social media is a way for consumers to engage and communicate with brands. But this doesn’t mean businesses should just start a Facebook page or Twitter account. It’s not that simple, as there are right and wrong strategies to use with each channel.

Looking at these channels and their tactics, you’ll learn how to develop, implement and measure social media activity.

LEARN TO:

- Conduct a social media audit - Create an integrated channel plan - Extract insights from social analytics - Effectively manage and optimise campaigns - Set social media polices for your business

COURSE COVERS:

Using presentations and partaking in discussions as well as hands-on, practical exercises, we’ll examine:

• 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



Duration: 1 dayProficient

31

ONLINE MODULES

ONLINE PRICE PER MODULEMember: $150Non-member: $195


Planning a Content Strategy Learn to set business objectives; use customer data to understand the market; and use content pillars to create a brand story.

Content Mapping Develop a customer lifecycle, map the user journey and identify relevant content for each stage.

Content Creation and Production How to create internal and external content and audit existing content; how to use storytelling, and how to structure a content team.

Content Distribution Learn all facets of content distribution, including amplification channels, publishing ecosystems, and content management technology.

Mobile Marketing Toolbox Understand location-based targeting methods and explore mobile technologies.

Storytelling with Data Learn the art of data visualisation storytelling, including types of narrative, the importance of simplicity, and how to make it memorable.

Analytics Techniques Identify different domains of analytics, how data is used in each of these, as well as statistical fundamentals.

Social Media Marketing Discover the basics and identify the benefits of social media marketing.

Complying with the Spam Act and the Privacy Act Understand how to comply with the Spam Act and the Privacy Act.

Paid Digital Media Describe the different types of paid media and describe various pricing modules.


TOPIC DURATION ONLINE SYDNEY MELBOURNE BRISBANE PERTH

CERTIFICATES

Analytics Certificate Analytics Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Content Marketing Certificate Content Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Conversion Rate Optimisation Certificate Marketing Technology

1 day per fortnightover 10 weeks

17 Aug

Creative School Creative 2 nights per weekover 10 weeks

24 Aug 24 Aug

Digital Marketing Certificate (Evening)Digital Marketing Certificate (Intensive)

Digital Marketing

1 evening per week or 5 individual days

23 Aug – 15 Nov 19 Sep – 14 Nov

23 Aug – 15 Nov 19 Sep – 14 Nov

7 Sep – 30 Nov 7 Sep – 30 Nov

Code School Marketing Technology

1 night per weekover 6 weeks

Classes resume 2018

Marketing Technology Certificate Marketing Technology Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

ENTRY LEVEL COURSES

Copywriting Essentials Creative 1 day 1 Jun, 23 Oct 11 Jul, 25 Oct

Digital Copywriting Essentials Creative 1 day 13 Sep 21 Sep 11 Oct 17 Oct

Digital Marketing Campaign Planning & Management

Digital Marketing

Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Digital Marketing Channels

Digital Marketing


Digital Marketing Essentials

Digital Marketing

2 days 26 Jul, 1 Nov 12 Jul, 1 Nov 8 Jun, 31 Oct 23 – 24 Aug

Digital Marketing Foundations

Digital Marketing


SEM Essentials Search 1 day 18 Oct 25 Oct 11 Oct Study online anytime

SEO Essentials Search 1 day 19 Sep 13 Jun, 10 Oct 18 July Study online anytime

Social Media Marketing Essentials Social 1 day20 Jun, 30 Aug,

24 Oct15 Aug, 25 Oct 13 Jun

DEVELOPING LEVEL COURSES

Analytics Fundamentals Analytics Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Conducting User Research Data 1 day Classes resume 2018 Classes resume 2018

Copywriting for Content Marketing Creative 1 day 17 Oct 12 Sep

32 *Dates are subject to change

SEMESTER 2 2017

IN-CLASS CALENDAR

TOPIC DURATION ONLINE SYDNEY MELBOURNE BRISBANE PERTH

INTERMEDIATE COURSES

Conversion Rate Optimisation Digital Marketing

1 day 19 Oct 15 Jun

Customer Journey Mapping Marketing Technology 1 day 14 Sep 12 Sep

Data Analysis for Marketers Data 1 day 13 Sep 6 Jul, 20 Sep

Data Visualisation Analytics Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Data-driven Marketing & Advertising Digital Marketing

1 day 10 Oct 6 Jun, 12 Oct

Digital Analytics for Marketers Data 1 day 12 Oct 13 Jun, 24 Oct

Digital Transformation Marketing Technology Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Marketing Automation Marketing Technology Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Privacy & Marketing Compliance Privacy 1 day 18 Oct 9 Nov 26 Sep 3 Oct

Programmatic Advertising Marketing Technology 1 day 15 Jun, 2 Nov 3 Nov Study online anytime Study online anytime

PROFICIENT LEVEL COURSES

B2B Digital Marketing Strategy Digital Marketing

1 day 11 Oct 18 Oct

Content Marketing Strategy Content 1 day 19 Jul, 18 Oct 27 Jul, 2 Nov 13 Jul 14 Sep

Copywriting Advanced Creative 1 day 6 Sep 23 Jun, 13 Oct 10 Oct 9 Nov

Digital Marketing Strategy Digital Marketing

2 days 11 Oct 4 Sep

Email Marketing Digital Marketing

1 day 25 Oct 8 Nov Study online anytime Study online anytime

Retention and Loyalty Marketing Strategy Data 2 days 20 Sep 25 Jul, 16 Nov

Social Media Marketing Strategy Social 1 day 13 Sep 5 Sep 18 Oct

Creative Leadership - Advanced Business Creative 1 day 8 Nov 21 Nov

Creative Leadership - Advanced Craft Creative 1 day 9 Nov 22 Nov

ADVANCED COURSES

Practical Predictive Analytics Analytics Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

Sentiment Analysis Analytics Up to 6 months Study online anytime Study online anytime Study online anytime Study online anytime

*Dates are subject to change 33

SEMESTER 2 2017

MORE THAN TRAINING, WE’RE HELPING BUSINESSESACHIEVE REAL RESULTS

At ADMA we are committed to help marketers keep up with the always-changing needs of our industry. However, with technology advancement, organizations are allocating immense sums into technology platforms and projects which later fail due to the inability of their teams to implement them.

To help business better manage their skills mix, we have developed a framework that can future-proof both businesses and individuals with the industry skills of the future: IQ FACTS.

But it’s not just about training. FACTS is an end-to-end framework specifically designed to help you determine required skills, test current capabilities, gain recognition and ensure you and your company not only keep on top of the latest marketing trends, but are also setting them for the future.

Currently, Australia’s top organisations are making FACTS part of their business strategy, ensuring their teams’ capabilities are assessed and gaps addressed early, all this, in preparation for the future, ensuring their businesses gain real efficiencies and remain truly relevant.

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For more information, ring us on (02) 9277 5400 or email [email protected] and quote “IQ brochure” for a free consultation session for your business.

FRAMEWORK - A capability framework to define the skills essential to effective marketing

ASSESSMENT – A tool to benchmark skills against industry and identify opportunities to grow

CREDENTIALS – Industry recognition for skills and capabilities according to area and level of experience

TRAINING – Up-to-date and quality content thought by subject matter experts developed to fill any gaps in capability with appropriate training

SUPPORT – A full support program to ensure your team continue their professional development journey according to the industry demands

EXCEEDGAP

GAP

GAP

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Professionals are evaluated across required core areas through questionnaries and interviews on their knowledge and skillset. They are then benchmarked against the key requirements for their roles and level.

After the assessment is complete, skills gaps are identified and the business receives a complete assessment recommendations for improvement.

HOW DOES THE ASSESMENT WORK?

WHY IS THIS IMPORTANT RIGHT NOW?Beyond the heated debate on AI and the jobs that eventually will be replaced by robots, ADMA IQ has an important role to play ensuring businesses are modernising their teams as much as their are modernising their infrastructure.

“ADMA IQ Professional Credentials are what our industry has been crying out for; a professionally audited measure for businesses to know at first glance if an individual has met a certain level of proficiency in a key area.”

“A marketing skills assessment tool is essential for every large business in Australia. Every business should know what skills it has…..and what new capabilities it needs to build.”

“We need to move away from training to educating, that’s what I really like about the ADMA program. A credential that enables us to understand what skills people have, what their capabilities are and what value they bring to the role would be hugely valuable.”

Stephanie Tully Executive Manager Brand and Marketing / CMO

Mark LollbackCEO Australia & New Zealand

Damian EalesManaging Director

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DIGITAL MARKETING

DATA-DRIVEN MARKETING

LEVEL CONTENT MARKETING

CREATIVE DATA ANALYSIS

TRAINING & DEVELOPMENT REQUIREDUNDERUTILISED

CAPABILITY

IQThank you to our ADMA partners:

BOOK NOW AT: adma.com.au/iq2017

CONTACT US: email: [email protected] call: 02 9277 5406

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