Become a multi-skilled, certified digital marketer in 10 weeks

Transform yourself and your career in this 10-week immersive program.

Monday to Friday

03 February 2020

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Overview
This course is for
What you'll Learn
Career Outcomes
Instructors
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Overview

Academy Xi’s new Digital Growth Marketing Transform course will help you land a coveted job in digital marketing and drive growth initiatives to sustainably scale up your business, in any industry.

After 10 weeks of full-time, immersive course, you’ll master the core concepts, techniques and tools of digital marketing and growth hacks to scale up your business.

You’ll gain practical experience by working with real clients, stakeholders and deadlines, and expand your knowledge to relevant related disciplines such as User Experience Design, Product Management, Artificial Intelligence and Data Analytics.

You’ll have the option to pass 3 world-recognised certifications (Facebook Digital Marketing Associate Certification*; Google Google Ads Search and Google Ads Display Certification) and will receive Academy Xi’s digital certification to bolster your CV.

We’ve got a proven track record of success, with 93% of our active alumni receiving a job offer within 90 days of graduation (T&Cs apply).

Why learn digital growth marketing?

Digital growth marketing should be used by any smart marketers and forward-thinking businesses who want to generate impressive outcomes.

People with skills in digital growth marketing are more valuable than ever before, across all industries. In a crowded marketplace, brands need talent who can devise and implement strategies to compete for customers’ attention and reach them where they spend the majority of their time and money: on the internet and digital channels.

At the end of this career transformation course, you’ll be a “no brainer” hire, mastering the skills to generate leads, drive brand awareness, acquire new customers and maximise ROI. You’ll be able to confidently apply for some of the 6,000 roles advertised in Australia (Seek), with an average salary of $109,000 (Glassdoor).

As a small business or startup owner, this course will teach you how to compete with bigger and more famous brands with a much smaller advertising budget. It’ll also equip you with the tools, mindset and hacks to identify the most efficient ways to grow and scale up your business in a sustainable way.

Why study with us

Combined digital and growth marketing for powerful results
By combining both digital and growth marketing skills, this course is a game changer that will turn you into a “no brainer” hire and a T-marketer.

Earn a digital credential
Receive a digital credential to recognise your skills and boost your employability by offering a tangible evidence of your expertise to future employers.

Outcomes Program guarantee
To ensure you’re career ready, you’ll receive personalised employment support. We’ve got a proven track record of success, with 93% of our active alumni receiving a job offer within 90 days of graduation (T&Cs apply).

World-recognised certifications
Bolster your CV with Facebook* and Google certifications – some of the highest level of accreditation recognised in the digital marketing industry.
*Additional fees apply for the Facebook certification.

Our course is backed by ADMA
With this seal of quality on your CV, current or future employers will be assured of the quality of your training. Plus, our alumni receive a 20% discount on ADMA courses to cement their learning journey.

Work on your own business or with live client projects
Gain practical experience by working with real clients, stakeholders and deadlines. Or by apply your newly learned skills and hacks to your own business to scale it up.

Build an industry-ready portfolio
Build a solid portfolio to demonstrate your hands-on skills and improve your employability.

Mingle with recruiters and industry leaders
Be ready to head into the industry, or to meet your new investor, by showcasing your work to recruiters, and companies looking for talent.

Taught by leading industry practitioners
We hand-pick our instructors to guarantee their in-depth experience, both in the field and in the classroom.

Well-rounded, holistic skills
Explore UX, Product Management, Artificial Intelligence and Data Analytics to become a modern, well-rounded marketer.

Alumni benefits
Get exclusive access to job offers, career guidance, events, Facebook group and Slack channel. Receive discounts on future courses and a $500 credit when you refer a friend.

Field trips and networking
Visit workplaces, meet with industry experts to widen your network and explore the types of environments you see yourself working and thriving in.

Up to date content
Digital growth marketing constantly evolves, so we regularly update our course content to cover new platforms, tools and effective hacks.

This course is for

Our Digital Growth Marketing Transform course is specifically designed for students aspiring to land a coveted role in digital marketing, and business owners/startup founders who need to scale their marketing operations for business success. There are no prerequisites to enrol.

This course is ideal for:

New students who want to learn marketing and acquire a job quickly without going to uni/college
Traditional Marketers who want to build skills in growth, data-driven, and experimental approaches
Digital Marketers who want to understand how to unlock constant cycles of growth through all phases of the sales/product funnel
Content Marketers who want to understand the whole marketing funnel, not just for content curation, but for the whole business
Entrepreneurs / startup founders who need to validate their business idea, launch their startup, or grow their business, and need the extra skills to succeed
Small and new businesses owners who need to scale their marketing operations for business success with a one-stop, platform agnostic solution, without needing to invest in overheads or external teams to grow
Communications professionals who are keen to get up to speed quickly with the new digital landscape and gear up with updated approaches to target digital-first natives

What you'll Learn

The digital growth marketing landscape

Understand the shifts in customer behaviours, the digital growth marketing landscape and growth areas driving business strategies and practices across industries. You’ll start to understand how and where to target and grow your audience. Here you’ll explore:

Digital marketing and its concepts

– Gain a detailed understanding of the digital marketing industry
– Understand key digital marketing terms used to describe daily marketing activities
– Identify the differences between traditional and digital marketing
– Identify the key differences between growth marketing and traditional digital marketing
– Understand how successful startups have accelerated their growth by creating what Growth Marketers call the “growth engine”

Behavioural psychology

– Identify and understand how human behaviour impacts decision making
– Identify factors that can influence purchasing decisions
– Identify and implement pricing principles and techniques
– Learn key business frameworks to understand the customer lifecycle, which will take you through the discovery phase of the “North Star” metric

Customer acquisition and retention

– Explore the difference between acquisition and retention
– Identify the increased efforts and costs of attracting new customers to you, while retaining existing customers
– Identify how Pirate Metrics are used to optimise your marketing funnel

Digital growth marketing channels and tools

Gain knowledge of how to construct and execute a digital growth marketing strategy using key tools and channels.

SEM – part one

– Define search marketing and how it differs from other forms of digital marketing
– Understand how search marketing works (Ad Rank and Google Quality Score)
– Understand the importance of selecting the right keywords for your campaign
– Identify methods used to compile a keyword list
– Understand how to build a keyword research plan

SEM – part two

– Identify the differences between paid search and organic search
– Identify and understand key aspects of the ‘pay-per-click’ advertising model
– Understand how pay-per-click allows you to drive more leads and customers to your brand
– Identify how you can pinpoint people who are actively looking for your product or service

– Transition from SEO beginner to practitioner
– Identify the key aspects of Google’s ranking algorithm, including: popularity, authority, reputation, theme, type, trust, quality
– Apply ranking factors, including link building and keywords
– Understand how SEMrush is used to monitor and track SEO activities
– Learn to maximise your SEO efforts by using industry standard tools and disciplines

Social, programmatic display advertising and automation

Social media

– Understand the power of social media in the digital growth marketing world
– Identify strategies to best reach prospects and customers on Facebook, Instagram, Twitter, LinkedIn

Programmatic display advertising

– Define programmatic advertising and real-time bidding
– Understand how display advertising has evolved
– Understand the different types of ad inventories and the Waterfall model
– Identify common types of ad placements

Marketing automation (email, SMS, social media)

– Identify how automation can benefit you as a digital growth marketer
– Gain an understanding of automated email marketing, automated SMS marketing, and automated social media marketing
– Create powerful headlines and body copy to engage your customers and learn how to implement A/B tests to ensure your message resonates with your audience
– Learn techniques to rapidly build your mailing list and gain insights into list segment management

API integration

– Understand how Application Programming Interfaces (APIs) are used to leverage content and analyse data
– Understand how to utilise API documentation to correctly implement APIs

Content marketing

Learn how to use content to maximise growth and brand awareness. You’ll understand the difference between content writing and content marketing strategy, and you’ll learn about:

Content marketing

– Understand the concept and purpose of content marketing
– Identify ways in which content marketing allows you to reach customers

Content planning

– Understand the importance of the planning phase in the production of digital growth marketing content

Content production (audio, video and written)

– Identify the different types of content and when each should be used
– Understand the benefits each content type can bring to a campaign

Content distribution and outreach

– Identify different distribution channels
– Understand the concept of outreach and how it generates leads

Conversion rate optimisation and customer experience

Get an overview of User Experience (UX) Design and Product Management fundamentals, and learn about the role each discipline plays in digital growth marketing. Understand your customer and learn UX principles to create user-intuitive landing pages and websites that convert.

Conversion rate optimisation

– Understand the purpose of a website and a landing page
– Identify methods of optimising landing pages to increase conversion
– Learn how to utilise powerful conversion rate optimisation techniques to maximise the effectiveness of your existing traffic
– Understand statistics for marketing and the difference between Macro and Micro conversions

– Identify how a customer relationship management (CRM) system is used to store, organise and record customer information and interactions
– Understand how a CRM is used to:
> Improve the relationships you have with your customers
> Streamline processes
> Record key items of data against customer records

An introduction to User Experience (UX) and Product Management

– Understand the roles of a UX Designer and Product Manager and how they impact a digital growth marketing campaign
– Identify the process of producing personas
– Identify the process of developing customer journeys
– Use outcomes of your customer journey activities to guide your digital growth marketing strategy
– Understand how you can use personas and the outcomes of your customer journey to guide your channel planning activities
– Gain quality insights into your users through A/B and multivariate testing, UX/UI principles, and user/usability testing
– Learn how to create and validate a Product Market Fit (PMF)

An introduction to Artificial Intelligence (AI)

– Understand the principles behind AI and how they relate to digital growth marketing
– Identify how AI can be used to optimise and benefit digital growth marketing campaigns

Customer segmentation

Leverage learnings in behavioural psychology, content marketing and customer experience for segmentation.

Use personas to design a solid strategy for writing sales copy.
Engage and persuade your personas by developing the right Language Market Fit (LMF)

Data and analytics

Become a data-driven marketer and learn to identify the metrics that matter most. Understand the principles of data-driven analytics through Google and the difference between business metrics and vanity metrics. Learn how to monitor the results of your campaign through a variety of metrics.

Monitor platforms, channels and interactions

– Understand the importance of monitoring all platforms and channels used in a campaign
– Understand the critical nature of responding to interactions on platforms such as social media

Collecting data and reporting

– Identify various sources of data
– Understand the benefits of collecting and analysing data
– Understand how data presentation can assist you to communicate with stakeholders

Lean analytics

– Understand the principles of Lean analytics

Google Analytics

– Understand how Google Analytics can help you identify how your growth campaign is performing based on metrics and data

Google Tag Manager

– Understand how Google Tag Manager allows you to easily deploy marketing tags to your websites to track and monitor user activities

Google Trends

– Understand how Google Trends can assist you to view trending search terms based on a range of criteria such as location, date and search type

Google Data Studio

– Identify how Google Data Studio allows you to visualise and communicate your findings related to data analysis

Generate and analyse data-driven insights

– Understand the importance of data-driven insights when it comes to guiding business decisions
– Identify ways to effectively use data-driven insights
– Understand how well-known brands use data to enhance customer experiences
– Identify the One Metric That Matters (OMTM) and build your growth formula by identifying powerful insights in your data

App promotion and marketing

Complement a brand’s offline experience, connect with customers, and drive e-commerce with app promotion and marketing.

Learn industry-leading techniques for both organic and paid app marketing
Discover the best app store implementation techniques to give your app the best opportunity to be recognised and ultimately downloaded
Learn re-engagement drivers and strategies to re-incentivise users who have abandoned your app

The digital growth marketing strategy

Discover the ins and outs of creating a digital growth marketing strategy and campaign.

Create a digital growth marketing strategy

– Identify the various aspects that make up a digital growth marketing strategy and how it differentiates from a traditional digital marketing campaign
– Understand the importance of a strategy and how it can guide your activities as the campaign progresses
– Build your ‘T’ shape and specialisation areas

Growth hacks and virality

There is an increasing collection of marketing tactics that get marketing messages to spread from one person to the next. Viral marketing includes viral content, “refer a friend” or “user-get-user” products to drive growth.

Learn about clever growth hacks used by many of the world’s most successful startups
Gain insight into how startups in particular have thought ‘outside the box’ with creative and successful hacks
Create powerful hacks to accelerate growth
Learn how to use pre-existing software platforms to build and test referral programs to gain feedback and optimise accordingly

Your future in digital growth marketing

Explore how emerging technologies are influencing the future of marketing. Get career guidance as you transition to our Outcomes program.

The future of digital growth marketing
After your studies
CV, interview, LinkedIn, networking and career advice

Career outcomes

By the end of our Digital Growth Marketing Transform, you will:

Learn the core concepts and principles of digital growth marketing
Know how to implement an outcome-focussed approach through the marketing funnel
Conduct advanced keyword research, content-led and social-listening approach to SEO, inbound, web copy, product development
Accelerate ‘owned’ media channels, website, eDM, social, landing pages, personalisation, automation and nurturing
Leverage self-serve ad platforms (Google Search, display, Youtube, Facebook and other social, native, audio)
Employ conversion optimisation and data analytics
Understand the journey a user follows through a digital growth marketing campaign
Develop personas and customer journey maps to guide channel planning and customer segmentation
Be able to identify a range of channels and how they can be leveraged in a digital growth marketing campaign
Understand the process of content creation, implementation and distribution, and how to use key automation tools
Craft, implement and monitor a digital growth marketing strategy and rollout plan
Comprehend how data is collected and analysed to generate data-driven insights
Grasp the importance of monitoring various channels and platforms throughout a campaign
Build your ‘T’ shape and specialisation areas
Be familiar with how to oversee and adhere to marketing budgets
Understand advanced growth hacks:
– Brand and psychology
– Integration with UX and Product Management
– Specific growth strategies for apps
– Retention and referral growth
– Viral success

Work on live client projects and create a professional portfolio showcasing your practical skills. Alternatively, work on your own project or business startup and present your experiments and results.
Receive 3 world-recognised certifications (Facebook Digital Marketing Associate*; Google Ads Search; Google Ads Display) to bolster your CV and validate your proficiency. These certifications are optional.

*Please note that additional fees apply for the Facebook certification.