TABLE OF CONTENTS Course Description…………….……………………….……....... 3 Advanced Diploma in Digital Marketing Practice.……....….….. 3 Training Access & Duration.……………………..………......….. 3 Course Outline…...………………………..……….………..…… 4 Marketing Techniques..……...….…………………………...…... 5 Course Materials………………………………………………..... 5 Instructor’s Background .....………………...……..…………..… 6 The Shaw Academy……………….…….……………………...... 6 Ongoing Support…..…………………………..……….…….….. 7 Price & Payment..…….………………..……….………….…..… 7 Appendix 1: Frequently Asked Questions.….……….……….... 7 Disclaimer.................................................................................9
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Course Description The purpose of the Advanced Diploma in Digital Marketing Practice is to equip students with all of the skills necessary to begin his/ her structured digital marketing career and to vastly improve returns from any current digital marketing activities. The types of digital marketing, the resource management, the most successful media aspects and the software have all been chosen and developed specifically for you as the new or as yet unsuccessful online marketer. We believe everyone deserves the opportunity to gain from our knowledge and experience without having to go through the financial pain and time of self-education or huge costs associated with many other ‘educators’ multiple course based approaches which typically cost at least double our cost. The ADM is split into 3 separate but interlinked phases to ensure each student has an in depth knowledge of digital marketing and how to employ it to turn a profit in the digital space.
Theory Our theory sessions take place each Tuesday for 10 weeks. We provide you with an initial 4 hours of pre-recorded content, spread over 2 classes, in order to the testing techniques that drive our data-based approach to digital marketing. These sessions will be made available to you immediately and we would advise completing these sessions before you progress into our Live and Interactive classes. The purpose behind these 2 classes is to ensure that you understand the logical underpinnings and basic techniques behind the ADM programme, and are fully prepared before our first live session. It is at this point where our educational services, and our support team, comes into its own. We spend each Tuesday dealing with an individual topic, firstly in the theoretical sense, and then in the practical sense during the Thursday session immediately following it. Your Tuesday classes will provide you with
a new piece of the jigsaw – which you add to over a 10 week period until the complete picture is formed. Naturally, we will be providing a recording of each class within 24 hours of the LIVE event concluding, so our students can revise or catch up at a time of their choosing.
Course Outline 1. A/B Testing: Finding a Guiding Light (Pre-recorded) – A/B Testing forms the cornerstone of a data driven marketing approach. Essentially, allowing a digital marketer to put live two versions of the same page, email, or ad and compare their performance; this advertising technique lights the way forward for any advertising initiative. 2. Profile Scoring: Identifying a Buyer (Pre-recorded) – Professional engagement with analytics is of huge importance to the professional digital marketers’ development. We illustrate examples of how and when to use analytics to identify which leads your site has acquired are likely to become buyers. This allows you to create sustainable timetables for managing your conversion process, profits, and allow you to make better business decisions. 3. PPC Strategy Development (Live and Interactive - Tuesday) – Marketing of any type can be a bottomless money pit. However this should not be the case with digital marketing. Here we engage in PPC strategy development, setting out clear campaign goals and success metrics. Heavy emphasis is placed on PPC Keyword development and the competition paradox of digital marketing is also fully explained and exploited. 4. PPC Ad Copy and Landing Page Optimisation (Live and Interactive Tuesday) – When engaging in any form of digital marketing, no one technique is created in a vacuum. The whole digital marketing mix implementation is far greater than the sum of its individual parts. In this section we engage in landing page and competition analysis, optimising the user experience and Ad Copy for Conversion. We assess success and failure through Google Adwords, Yahoo and Bing.
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5. How to Get More for Less with Affiliate Marketing (Live and InteractiveTuesday) - Cost per Acquisition (CPA) methods allow a marketer to only pay for traffic that converts after being introduced by partners is one of the most lucrative methods of digital marketing. In this lesson we run through exactly how to set up one of these platforms, optimize the process of finding affiliates, and building a base for your future success in the digital space. 6. Implement and Analysing Onsite Search Engine Optimisation (Live and Interactive- Tuesday) - Creating success on your terms. No grey areas, no excuses, simply black and white techniques illustrating exactly what is required for both on-site and off-site SEO. This also includes keyword research and development and also the interrelationship between usability, experience and content leading to increased rankings and successful strategy implementation. 7. Managing a Search Engine Presence for Conversion (Live and InteractiveTuesday) - Exact proven techniques to grow popularity, connections and high authority inbound links organically. Effective SEO Management in our experience is crucial for sustainable digital marketing success. This is mostly mismanaged through lack of structure but more often through lack of understanding. A strict, precise set of guidelines will be shown for either eventuality in order to increase digital marketing returns. 8. Constructing Emails for Conversion (Live and Interactive- Tuesday) - Email marketing is one of the most lucrative forms of digital advertising when done right. This lesson runs through how to construct an email that will actually lead to more than just an increase in open rates or click through rates but real world conversions that increase your business.
the industry we will look at exactly how to increase the performance of your next email marketing campaign. 10. How to Build a Social Presence for Your Brand (Live and InteractiveTuesday) - Building a social presence for your brand is one of the most difficult tasks for any social media manager. This module breaks down this complex process in to manageable chunks to allow students to begin to form a strategy for success in the social space. Social listening, narrowing your campaigns focus, and the importance of quality and patience are covered. 11. How to Create Social Content That Converts (Live and InteractiveTuesday) - The white noise of social media isn’t just deafening, it’s fatal to the inexperienced, we show you why this is the case and how we profit from in-depth analysis to create sustainable social assets including LinkedIn, Google+ and Facebook. This section also includes a content creation master class and advanced online reputation management procedures practically outlining how to gauge and react to online sentiment. 12. How to Turn Followers into Brand Advocates to Drive Engagement (Live and Interactive- Tuesday) - Social media is not about speaking to your audience, is about creating advocates for your brand. A strong knowledge of the engagement, reciprocity, and customer relationship management is key to turning customers into advocates. This will form the centre of a long term strategy that will see even the smallest brand grow into a force in the marketplace.
9. Using Data to Drive Email Optimization (Live and Interactive- Tuesday) – Even the best emails in the world always have room for improvement, but how do we identify what needs to be changed, and which part of a message is failing. By using data garnered from sample email campaigns using many of the most often employed platforms in
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Application Our application sessions take place each Thursday indefinitely. It is during these Thursday classes where most of our ADM students feel that they gain a complete understanding of the digital marketing. Each Thursday we run through a set sequence, where we • Review the most recent innovations in the field, eg PPC • Analyse the performance of a number of targeted websites, including student sites • We look ahead to where opportunities might present themselves in the coming week • We deliver 5 practical ‘how to’ measures which will reduce the CPA and increase conversion • Have an “open floor” Q & A mentoring session By splitting the ADM into these educational Tuesday classes, and more practical Thursday classes, it allows for a more rounded experience. We have structured this educational experience so that it does not take the form of a traditional “course”. There is no end date. The digital marketplace is
fluid and constantly in motion. Therefore, we prefer to provide on-going support to those students who wish to take charge of their success, which leads you on to the final phase of your education, ongoing support.
Course Materials All course supporting materials are supplied by the Shaw Academy. Course materials include: • All presentation content in manual format • Digital Marketing practical examples including screenshots where required Third party information sources Advanced Diploma Supporting Materials Comprehensive educational materials including detailed text illustrating all issues discussed with additional examples of all points raised. This text has been excellently put together as a go-to reference guide and laid out in an extremely accessible manner with the needs of the marketer constantly in mind.
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Course Director Matthew Wall – Director of Digital Marketing Matthew holds the position of Director of Digital Marketing at the Shaw Academy, and works to provide assistance through education to all of the students enrolled in the course. His experience and holistic understanding of digital marketing, combined with an approach grounded in big data, and a history of success separates him from all other educators in the field. He developed the Advanced Diploma in Digital Marketing Practice programme to be geared towards existing professionals or business owners looking to achieve measurable success. Matthew holds an M.A. with Distinction from Georgetown University, and two B.A.’s with honours from the University of MissouriColumbia.
The Shaw Academy
Instead, we guarantee to provide on-going comprehensive support and assistance. Additionally, all students who attend one of our courses can attend that same course for free as often as they please ensuring they always remain sharp and up to date with our ever-improving methods. This offering is quite unique and will be beneficial to the online marketer on an ongoing basis as the very nature of the Digital Marketing industry is one of constant flux those who don’t adapt are left behind. What the industry held to be true just 3 years ago has today been rendered virtually obsolete and gaining access to the most up-to-date, relevant techniques will prove invaluable to the online marketer seeking to stay ahead. We believe everyone deserves the opportunity to gain from our experience without having to go through the financial pain of personal endeavour alone.
Three core facts separate the Shaw Academy from all other educational providers. Firstly, we come from proven digital marketing industry backgrounds. Secondly, in addition to our educational industry experience, the founders have performed profitably in the digital marketing arena for over 15 years. Our knowledge of Digital Marketing is a culmination of our industry experts’ real world experience – we know what works, and we know why. Thirdly, we as educators know that having all of our expertise would be futile if we did not know how to effectively convey our strategies and techniques to the new or inexperienced online marketer, something which we have perfected. Having personally studied literally thousands of marketers’ techniques, we have learned lifetimes of digital marketing experiences through theirs. It is as a result of these differentiating factors that we at the Shaw Academy have a unique insight into firstly why marketers fail all too often and secondly how we can assist marketers better than any competitor. We also strive to provide concise comprehensive courses without the need for the student to attend multiple ‘levels’ with increasing price tags to reach ‘greatness’.
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Ongoing Support Our awarding winning support will be available for as long as is required to help make you a successful digital marketer. This will be in a structured format during the course and we are available by phone or email throughout your marketing career to offering a helping hand with individual issues, and assessing your sites performance We believe everyone deserves the opportunity to gain from our knowledge and experience without having to go through either the financial pain or time of “self-education”. We are also aware of the huge costs associated with many other company’s “multiple course” based approaches, where they typically charge at least double our cost. It is for that reason that we do not offer a ‘level’ or ‘tiered’ approach with regard to our educational courses. We have created this course as a complete standalone programme, showing all aspects of these techniques along with the practical application. The Shaw Academy chooses to not limit your education. There is no set duration for this programme of study. It lasts for as long as you wish to be a successful, and supported, marketer – for life!
Price & Payment The price for the Advanced Diploma in Digital Marketing Practice and ancillary services is available upon request. There is no additional VAT or sales taxes. Payment is required subject to the time limitations as set out by email or other supporting documents.
Appendix : Frequently Asked Questions 1. What is different about this course and other courses on the market? Let us identify the three core differentiating factors. Firstly, this course is delivered by those who have come from real-world marketing backgrounds and have been
operating successfully in the marketing industry for many years. Secondly, we are educators – we have fine-tuned our delivery of knowledge in a manner that promotes practical application of our teachings. Thirdly, our course is internationally recognised and has been accredited at Level 4 by NCFE, an awarding body recognised by the qualification regulators for England, Wales and Northern Ireland. The regulators are the Office of the Qualifications and Examinations Regulator (Ofqual) in England, the Department for Children, Education, Lifelong Learning and Skills (DCELLS) in Wales and the Council for Curriculum, Examinations and Assessment (CCEA) in Northern Ireland. The Advanced Diploma in Digital Marketing Practice from the Shaw Academy is a valuable asset for any individual looking to further their career within the Digital Marketing industry. 2. I am new to marketing - is this course for me? This course is designed irrespective of the knowledge level of the marketer. All methods will be fully illustrated and we are extremely confident your experience or inexperience will not hinder your understanding of the methods shown. It is also worth remembering that we have developed this course basing its core concepts on our thorough understanding of the needs of those seeking to succeed in marketing and not specifically towards a particular experience level. 3. What makes the course worth the money? You have unlimited continued attendance of the same course applied to this ever-changing industry. This is completely unique to the Shaw Academy. You essentially have free lessons and support on this course for life. Our experience, time, effort and dedication to the development of this course easily justify the cost. The improbability of an individual being capable of amassing this level of information and real world experience for a lesser cost is quite the justification alone. We believe the alternative to doing our course is spending many years and more money in attempting to learn the techniques we can illustrate in a cost-effective manner within a shorter time period. The sign of a true expert is the ability
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to explain complex concepts in their sphere of expertise in an easily understandable manner to an unfamiliar audience; we have already proven we can do this. We believe great marketers can be made through great teaching, determination and practice. 4. Are there additional costs / tuition fees for the ongoing support? For the level of support as previously set out, no there is not. 5. What happens if I am not satisfied with the techniques that I receive on the course? If you are unsatisfied with the course you can re-attend as frequently as you would like to in order to fully appreciate any concepts or techniques covered. Should this situation occur we ask that the client contact us immediately so that we can establish where the difficulty lies. We strive to provide the best service to each client and we will do our utmost to ensure you get the most from this experience.
The Bottom Line If you seek to improve your understanding of the industry from experienced marketers and educators you need to attend this course. Techniques illustrated have been fully tested and researched and will provide an excellent foundation with which to progress. We have succeeded in consolidating the most relevant information on digital marketing into one comprehensive programme which we believe is suitable for those with limited time and experience. The accredited Diploma obtained upon successful completion of the course will differentiate you from your competition and establish you as an authority in Digital Marketing - We look forward to having you participating in the Shaw Academy Advanced Diploma in Digital Marketing Practice.
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Disclaimer The sources of the information are believed to be reliable, and they have been prepared in an unbiased way. This document is for information purposes only, and should only be read by the person to whom it has been given. The recipient must use it for his / her information only and must not disclose it, or any of its contents, to any other person. Whilst every care has been taken in ensuring that the information contained in this document is true and accurate, the author does not have any responsibility whatsoever for any of the materials or information contained therein. By viewing any material or participating in any courses provided by the Shaw Academy you agree that any information provided is general education material and you will not hold any person or entity responsible for loss or damages resulting from the content or general advice provided by the Shaw Academy, its employees, directors or fellow members.
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