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Data-driven Marketing & Advertising Certificate

28 August - Online - All States: / 28 August - Sydney / 06 September - Sydney / 28 August - Melbourne / 28 August - Brisbane

This course is the industry standard for data-driven multi-channel marketing and advertising education. It’s packed full of material that reflects the seismic changes in direct marketing, which has moved above-the-line and across channels, to encompass all data-driven marketing and advertising.

Available online now.

Type: Certificate Course | Level: Core Available online: Yes
Phone: 02 9277 5406 Email: learn@adma.com.au Download Brochure
Enrol

Overview

The course challenges you to think strategically about how you approach marketing; and gives you the nuts and bolts of how to do it effectively. The result is a blend of skills designed to help you develop as a complete multi-channel direct marketing and advertising professional.

Whether you use online or offline, broadcast or personalised media, the principles of data-driven marketing are the same. Learn to create and maintain profitable 1-to-1 relationships using an integrated multi-channel approach with this industry benchmark certificate. 

Who should attend?

  • Those working in marketing who want to understand a data-driven approach to improve marketing ROI and get measurable results
  • Those new to marketing who want to gain a thorough, multi-channel grounding with both practical skills and strategic understanding
  • Those interested in understanding data-driven marketing from both client and agency side

Learning outcomes

  • How to develop an integrated multi-channel marketing approach
  • How to build lasting profitable relationships with your customers
  • How to use cutting edge data-driven marketing techniques

Find out more

We'll Contact You

OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Course Outline

Session 1: Multi-channel integration and engagement

  • Integration – creative consistency, channel efficiency and integration with the customer
  • Relationship building – match your marketing to your understanding of customers and the customer journey
  • The five key tasks for building profitable one-to-one customer relationships

Session 2: Strategy planning

  • How to break down your overall sales target into meaningful marketing objectives
  • Formulating strategies which combine customer segments and strategic direction
  • How to identify and plan the customer journey from awareness to advocacy

Session 3: Campaign planning

  • How to turn a customer journey into a contact strategy
  • Understanding the critical success factors for any campaign regardless of the channel

Session 4: Creativity

  • What is winning creative? how to evaluate whether creativity will work.
  • Briefing creative to achieve effective advertising to match the audience and the medium
  • Case studies and examples – effective creativity in practice

Session 5: Measurement & Testing

  • How to measure success at strategic level and campaign level – setting a framework and choosing the metrics
  • Performance tracking challenges and how to manage them
  • Testing – why it’s worth it, how to set up an accurate test and how to interpret the results

Session 6: Data management and use

  • How to stay on the right side of the privacy law – principles and examples
  • The components of effective data capability – data, processes, infrastructure and analytics
  • How to use data to improve effectiveness

Session 7: Finding customers 1 – channel planning for acquisition

  • Simplify your options – how to draw up a shortlist of channels to reach your target audience
  • Balancing budgets – how to allocate your marketing investment to achieve the optimum results
  • Understanding synergy – the effect of different channels working together

Session 8: Finding customers 2 – digital acquisition channels

  • How to plan your online advertising using the Paid, Owned, Earned model
  • Understanding paid media options, suppliers, networks and targeting options
  • How to get the best out of Search and SEO
  • Using other forms of online advertising including email and mobile

Session 9: Converting sales

  • Guiding customers from awareness to purchase – tools and tactics
  • Focus on landing pages, onsite marketing, re-targeting and content marketing
  • Social media – formulating strategy and stimulating conversations online

Session 10: Retention Marketing

  • How to plan for retention marketing – segmentation, key drivers for businesses and customers
  • Understand the 4 steps to advocacy – why marketing tactics need solid foundations
  • Retention marketing review – which retention campaigns work and which loyalty programmes are most effective

Assessment criteria

Your final grade on this course is made up of 4 elements:

  • An individual assignment in which you will be required to review the use of data in your organisation, and critique a campaign of your choice
  • A group assignment focussing on a case study (from a choice of 5 covering different market sectors)
  • An exam – 2 hours, closed book
  • Course participation, measured in 3 components: Class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises

"I thoroughly enjoyed the course. After having completed a degree in Marketing a few years ago now, I felt the course was both a great refresher as well as fantastic in providing up to date learning and real life cases, which makes much more sense while working in the field than when studying full time and trying to put theory into perspective."

- Lisa Laporte, Personal Injury Education Foundation, Melbourne

Find out more

We'll Contact You

OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Schedule

Evening weekly format consists of 10 weeks of teaching and 2 sessions of assessment.

A daytime intensive format is available in Sydney, delivered in 4 full days of teaching plus 1 assessment day.

  • Online - All States:

    Instructor-moderated:

    Date: 28 August - 13 November 2013

    Self-paced:

    Start Anytime

  • Sydney

    Weekly Format Dates and Time:
    28 August - 20 November 2013

    Wednesday evenings, 6.00pm - 9:00pm

    Venue:
    Karstens: Level 1, 111 Harrington Street, Sydney

  • Sydney

    Daily Format Dates and Time:
    06 September, 20 September, 04 October, 18 October, 01 November 2013

    9.00am - 5.00pm

    Venue:
    Karstens: Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Weekly Format Dates and Time:
    28 August - 20 November 2013

    Wednesday evenings, 6.00pm - 9:00pm

    Venue:
    Karstens: 123 Queen Street, Melbourne

  • Brisbane

    Weekly Format Dates and Time:
    28 August - 20 November

    Wednesday evenings, 6.00pm - 9:00pm

    Venue:
    Christies: Level 1, 320 Adelaide Street, Brisbane

Find out more

We'll Contact You

OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Cost and Enrolment

This certificate is offered in the following learning styles:

  • Online self-paced
  • Online instructor-moderated
  • In-class instructor-moderated
ADMA member Non-member
Earlybird Online Instructor-moderated $2,825 $3,920
Earlybird In-class Instructor-moderated $2,825 $3,920
Online Instructor-moderated $3,125 $4,220
In-class Instructor-moderated $3,125 $4,220
Online Self-paced $2,330 $3,400

Find out more

We'll Contact You

OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Online

Our industry benchmark Data-driven Marketing and Advertising Certificate is now available online, andoffers complete flexibility for when and where you study

The online course covers the same content as our in-class course. Topics are broken down into a series of online modules and in a selection of formats, such as

  • Interactive exercises and assessment tasks
  • Weekly webinar sessions with instructors
  • Access to presentations, reference material and case studies
  • Video and audio content including case studies and tutorials
  • Online class forums to chat to other students, share links and ask questions
  • Guest speakers from industry providing subject matter expertise

How long will it take?

The time commitment for the online Certificate is approximately 3 hours per module. There are 10 modules to complete. There will also be assessments which you will need to allocate time for:

  • Two weekend days for each of the two written assignments – unlike the in-class version, both of these are completed individually
  • A study day for your exam
  • A final a 2 hour exam at the end of the course.

All of these assessments are completed and submitted remotely, and you’ll receive the same Data-driven Marketing and Advertising Certificate as those who complete the in-class version. 

Online study options

The online Data-driven Marketing and Advertising Certificate is available for self-paced and instructor-moderated study.  The self-paced style allows you to study entirely at your own pace: take as little or as much time as you like to complete the course.

Self-paced: for the self-motivated

If you need complete flexibility for when and where you study, and are self-motivated, the self-paced style may suit you better. Self-paced study works like this:

  • Course material and exercises are hosted online, designed so you can study entirely at your own pace
  • The material is presented in a variety of formats to keep you engaged
  • Quizzes and assessments will ensure you understand and retain course concepts
  • You can complete your assessments when you wish and you’ll still get a mark and invaluable feedback from an instructor

Instructor-moderated: for classroom style interaction

If you prefer a more interactive online learning experience, we also offer an instructor moderated version. The material and delivery are similar to the self paced version with some key differences.

You will:

  • Start the course with an online group of students on a specific date
  • Then progress through the course over 12 weeks with them
  • Have weekly online catch ups with your assigned instructor so you can ask questions
  • Get involved with forum discussions, networking and learning with your online classmates
  • Receive regular feedback on your weekly exercises and forum discussions
  • Have the convenience of studying wherever you like

For those who prefer the community and interaction of classroom study with the convenience of online then this option may be for you.

Once you’ve successfully completed the assessments you’ll receive the same Certificate as those who undertake the classroom study.

Fast track your qualifications and enrol today.

Find out more

We'll Contact You

OR
Phone us
02 9277 5406
OR
Email us
learn@adma.com.au
OR
Download the
Spark brochure

Your Instructors

  • 0d79831
    Adam Posner

    CEO
    Directivity

    Adam Posner

    CEO Directivity

    Adam’s career in direct marketing has evolved over the past 20 years having worked in both agencies and for clients in Australia and New Zealand. His experience spans various industry categories in both consumer and business markets, across all channels. He is a passionate one-one marketer and has also written 2 books, one on direct marketing – “The Power of 3 – more quality customers, more often, spending more” and the other on loyalty programs - “Give back to get back – 9 steps to a profitable loyalty program”.

    Courses: Data-driven Marketing & Advertising Certificate

  • 35c6669
    Greg Smith

    Chief Marketing Officer
    The Co-op Bookshop

    Greg Smith

    Chief Marketing Officer The Co-op Bookshop

    Greg Smith has over two decades of exceptional direct marketing experience gained from a number of domestic and international organisations at senior levels. Greg is the author of seven books, past winner of ADMA’s Young Direct Marketer of the Year, a long term Course Tutor with ADMA and a much sought after speaker and motivator.

    Courses: Data-driven Marketing & Advertising Certificate

  • 27937b2
    Kimberley Roberts

    Marketing Strategy Manager
    QSuper

    Kimberley Roberts

    Marketing Strategy Manager QSuper

    Kimberley has been a key figure in the Queensland direct marketing community for 17 years and was a former member of ADMA’s QLD committee. After 8 years working in client services with agencies Grantley Gogzell Benn and Clemenger, she is now head of marketing for Austsafe Super. Her hands-on practical experience in delivering campaigns and developing strategy both agency and client-side make her an ideal tutor for the certificate course which she has taught since 2001.

    Courses: Data-driven Marketing & Advertising Certificate

  • RichardPester
    Richard Pester

    Director of Education & Training
    ADMA

    Richard Pester

    Director of Education & Training ADMA

    As ADMA’s Director of Education and Training Richard is able to put his past experience to good use having been a direct marketer since 1989 and trainer since 2003. Richard moved into the UK direct marketing business following an early career in B2B sales. For 10 years he worked for agencies and database service providers becoming a skilled “interpreter” between marketers, analysts and IT. He moved to Australia in 2000 to take charge of database marketing for Cartwright Williams/Leo Burnett for 3 years, after which he became a self-employed database marketing consultant for 4 years. Immediately prior to his ADMA appointment he spent 2 years as the Asia Pacific database marketing manager for PC company Lenovo. Richard has always had a passion for training, creating and delivering courses for ADMA, Macquarie University and various in-house engagements since 2003. Richard’s education credentials include a BA (Hons) and an MBA.

    Courses: Data-driven Marketing & Advertising Certificate, Data-driven Marketing and Advertising Essentials

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Contact Us

Phone us
02 9277 5406
Email us
learn@adma.com.au
Download the
Spark brochure