COURSE GUIDE
ABOUT
Relevant, practical skills from industry leaders. Give yourself an unfair advantage.
When an industry moves as fast as ours, you can’t afford to stay still. You need to be Industry Qualified.
As the principal industry body, we know what it takes to keep up with our ever-evolving landscape.
Whether you need to build skills to take your marketing career to the next level or you’re leading a robust team that needs to be ready for what’s ahead, we give you the unfair advantage.
ADMA IQ is the only place you learn directly from leading industry practitioners, subject matter experts and some of Australia’s top 50 CMOs –taking lessons from real-world scenarios and turning them into instantly applicable skills. Whether your learning needs are at a learning, applying, leading, or expert level, we draw on our network of top industry experts to bring you world-class marketing education.
When talent is hard to come by, we can also help leaders build the right skills and expertise from the inside. Powered by our Capability Compass, we can develop a bespoke, in-house training program for your team so you can build on existing strengths and focus on developing skills gaps. Making your people more effective and engaged and helping you retain invaluable talent long term.
Our broad curriculum offers a range of engaging courses to help you become more effective by gaining relevant skills, no matter what stage you’re at. Choose an in-depth certificate or a short course and learn the way that works for you – virtually, in small-groups or on-demand with ADMA’s IQ Learning Lab which gives you 24/7 access in an environment built to engage you in your marketing education.
For more information, call our education team on 02 9277 5400 or email iq@adma.com.au today.
LEARNING LAB
Giving you complete control of how, when, and where you study.
ADMA IQ Learning Lab provides you with all you need to thrive in a competitive marketplace and get absolute value from your education.
Future-proof your marketing career with our diverse range of online courses and industry recognised certifications. Connect with like-minded marketing professionals also studying our flexible, self-paced online courses.
Experience the ADMA IQ Learning Lab
Anywhere, anytime – study your way
We all like to learn differently. Choosing to study online through ADMA IQ Learning Lab will suit you whether you’re a night owl, an early bird or someone who prefers bite-sized learning throughout the day. Choose when and where you study, with optimised content for desktop, tablet, and mobile experiences.
Today’s learners demand flexible options that enable them to learn anytime, anywhere on any device. ADMA IQ Learning Lab utilises innovative learning technologies to provide relevant, engaging and thought leading education.”
Andrea Martens, ADMA CEO
DIGITAL BADGES
Digital badges are a graphical representation of your skills combined with a description of the knowledge and activities it took to earn them.
ADMA Digital Badges are validated awards and contain verified metadata.
They showcase the skills and accomplishments you have earned. When you share your badge via social media or on your resume, readers can click to learn about the qualification and the process required to earn it.
What’s inside?
What
badges can I earn from ADMA IQ?
Date Issued
WHICH MARKETING EDUCATION IS RIGHT FOR ME?
Instructor-led
Single and multi-day intensives held online live for your convenience with small class sizes for high engagement with the subject matter expert instructor. Perfect for those who learn better with instructors in a virtual classroom setting.
Self-paced
Online courses are self-paced, so you can revisit any lessons as needed. They are available online with 6 months to complete and are perfect for self-motivated students with busy schedules.
Custom In-house Corporate Training
We adapt courses from our comprehensive catalogue and deliver them to your team, at your offices, when it suits you. Contact us for a quote.
Course
Courses are designed to help you learn, grow, and build your skills (training). These courses provide the skills underpinning focused areas of marketing. Courses vary in time commitment but are approx 8-10 hours.
Certificate
Certificates are designed to provide intensive and comprehensive understanding of specific or specialised marketing disciplines. These certificates extend your knowledge and equip you with skills to bring back into your organisation. They are recommended for marketers with prior experience who wish to develop their expertise. Certificates require a time commitment of approx. 30-40 hours.
Learning
You are new to this area and still learning. Your knowledge is limited to certain parts, and you don’t yet have a complete understanding. You’re in the early stages of building your expertise. You can read more about this learning level here.
You understand what it is and how it works, as well as the core principles of what good looks like, and you can share this knowledge with others. You can read more about this learning level here.
Leading
You have developed deep, comprehensive knowledge over the years. You can coach others and help them improve, though you may still seek external interactions to further enhance your knowledge. You can read more about this learning level here.
Applying Expert
You have an in-depth understanding of how this skill integrates with other skills to drive outcomes. You provide challenge and guidance to improve highly skilled teams and educate at both leadership and industry levels. You can read more about this learning level here.
CERTIFICATES
DIGITAL MARKETING CERTIFICATE
Master digital marketing. Learn from industry leaders and explore practical case studies.
The iconic ADMA Digital Marketing Certificate gives you the edge when it comes to strategic, dynamic and practical digital marketing skills.
Learn from Australia’s most accomplished marketing leaders, with top CMOs joining live sessions and sharing their experiences tackling digital marketing challenges. This course is a rare opportunity to learn what is working in the real world, not just in theory.
COURSE OUTCOMES:
» Understand the broader digital landscape
» Leverage the power of digital marketing and the role of digital channels
» Develop a digital marketing strategy for your business
» Develop your campaign planning and management implementation skills
» Apply your digital skills in a rapidly evolving industry
I found the course to be very insightful and a really good way to capture as much of the digital marketing landscape within a 10 week course. Overall, Simone’s knowledge was great especially in an environment moving so quick with new technology (eg: AI, ChatGPT) and how does that impact the industry. The guest speakers were great and helped provide insights into their industry. Overall, I enjoyed the course and would recommend to anyone wanting to get a holistic view of how digital marketing works.
Joe, Marketing Manager
ENROL NOW
CERTIFICATE COVERS:
This course is facilitated by an experienced Digital Marketing Consultant, and is an engaging blend of online courses, interactive tutorials, peer-to-peer learnings and CMO sessions and the content is practical and up-to-date. Throughout the course you’ll build a detailed digital marketing plan for your business and future proof your marketing skills.
Module 1:
1.1 Digital marketing landscape
1.2 Future trends
1.3 Strategic framework
1.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker
Module 2:
2.1 Targeting segmentation personas
2.2 Journey mapping
2.3 Live tutorial with Simone Blakers feat. Guest CMO Speaker
Module 3:
3.1 Content marketing
3.2 Personalisation
3.3 Paid - display & programmatic
3.4 Live tutorial with Simone Blakers
Module 4:
4.1 Paid - search
4.2 Owned - search
4.3 Live tutorial with Simone Blakers
Module 5:
5.1 Paid - social
5.2 Owned - social
5.3 Paid/Earned - influencers
5.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker
Module 6:
6.1 Owned - email and SMS
6.2 Platforms - landing pages, mobile, apps
6.3 Live tutorial with Simone Blakers feat. Guest CMO Speaker
Module 7:
7.1 Implementation - martech
7.2 Implementation - automation
7.3 Live tutorial with Simone Blakers
Module 8:
8.1 Measurement - pirate metrics and analytics tools
8.2 Live tutorial with Simone Blakers
Module 9:
9.1 Conversion rate optimisation
9.2 Testing and conversion
9.3 Working practices
9.4 Live tutorial with Simone Blakers feat. Guest CMO Speaker
Final week:
An opportunity for a 15min 1:1 with the lecturer. This final week is non-mandatory. You may opt out and receive a Certificate of Completion, or you can submit your final assessment. Upon passing the final assessment, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
and tools.
course dates
CONTENT
MARKETING CERTIFICATE
Learn how to create a great content strategy and market your content to a targeted audience.
Having an effective content strategy that communicates and engages your consumers is vital to the success of a brand or business. The Content Marketing Certificate will assist your learning in how to design a content strategy, create content that resonates with your customers and the best channels for implementation.
COURSE OUTCOMES:
» Create engaging content that drives engagement
» Understand marketing via social media channels
» Develop and implement an effective content strategy
» Define the best marketing channels for your business
» Analyse and optimise content
» Connect with customers based on their purchase decision
» Plan, distribute and optimise for content
Working as a creative and having no formal marketing background, the course was invaluable for my professional development, helping remove any walls between creative and marketing.
Matt
Anglicas, St Augustine’s College Sydney
ENROL NOW
CERTIFICATE COVERS:
This certificate provides a comprehensive and practical overview: from developing a content marketing strategy, to implementation through social channels. The format of four focused courses ensures a deep understanding that will make a difference in your business.
Course 1: Content Marketing Strategy
» Module 1: Content marketing overview
» Module 2: Planning content strategy
» Module 3: Mapping content to audience
» Module 4: Content creation and production
» Module 5: Content distribution
» Module 6: Measuring content marketing
Course 2: Content for Social Networks
» Module 1: Social media channels
» Module 2: Facebook
» Module 3: Twitter
» Module 4: Instagram
» Module 5: YouTube
» Module 6: LinkedIn
» Module 7: Pinterest
Course 3: Social Media Marketing Essentials
» Module 1: The social media landscape
» Module 2: Campaign analysis
» Module 3: Campaign planning
» Module 4: Content creation
» Module 5: Content distribution
» Module 6: Managing campaigns
Course 4: Copywriting Essentials
» Module 1: Copywriting foundations
» Module 2: Creativity with copy
» Module 3: Copywriting techniques
» Module 4: Writing for digital
Assessment:
» In-module questions and activities
» Online final exam
Upon completion of the Content Marketing Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
CUSTOMER EXPERIENCE CERTIFICATE
ENROL NOW
Equip yourself with the knowledge and skills to develop customer experience programs to achieve acquisition and retention goals.
For many commoditised and competitive industries, designing a differentiated customer experience (CX) is critical to success and the concept of the 4Cs of Customer, Communication, Channel and Cost has now evolved from the traditional 4Ps of Price, Product, Promotion and Placement.
As a result, modern marketers are looking to move beyond mutli-channel marketing into a truly omnichannel experience across all customers. This course will equip you with the knowledge and skills to develop and lead CX programs across your business.
COURSE OUTCOMES:
On completion of this course you will have:
» Undertaken a CX audit of your business
» Identified strategic areas of opportunity for improvement
» Created an executional gap analysis and roadmap that can lead to a business case
» Immediately applicable skills
» An industry certified digital credential
CERTIFICATE COVERS:
Module 1: Understanding CX
1.1 What is CX?
1.2 Why is CX important?
1.3 The importance of brand in CX?
1.4 Unlocking emotional connections through CX
1.5 Foundations of activating CX strategies
1.6 Shifting from campaigns to always-on programs
1.7 Comprehension questions
1.8 Live tutorial
Module 2: Understanding Customer Lifecycles & Journeys
2.1 What is the customer lifecycle? 2.2 Journey mapping types 2.3 Customer journey map ingredients
2.4 Identifying moments that matter 2.5 Comprehension questions
2.6 Live tutorial
Module 3: CX Insights – Research & Customer Feedback
3.1 Where does CX insight come from?
3.2 Internal ‘desktop’ research
3.3 Customer surveys
3.4 Qualitative depth research
3.5 UX research
Module 4: CX Insights – Data & Analytics
4.1 What do we mean by ‘data’?
4.2 Data collection sources
4.3 Data analytics & segmentation methodologies
4.4 Comprehension questions
4.5 Live tutorial
Module 5: Designing Omnichannel Experiences
5.1 Omni-channel experiences
5.2 Human-centred design
5.3 Comprehensive questions
5.4 Live tutorial
Module 6: Execution Framework, Targeting & Decisioning
6.1 CXM maturity scale
6.2 SMART goals
6.3 Targeting
6.4 Decisioning
6.5 Comprehensive questions
6.6 Live tutorial
Module 7: Personalised Content & Channels
Module 8: Measurement & Tech Enablement
Module 9: CX Leadership
Developing a CX business case
Upon completion of the Customer Experience Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
MARKETING TECHNOLOGY CERTIFICATE
ENROL NOW
Navigate the convergence of data-driven marketing and technology, platforms and systems.
Martech is one of the most complex areas of digital technology. It is meant to be a variety of integrated software solutions supporting mission-critical business and marketing objectives to drive innovation. Keeping up in this space is difficult, but it doesn’t have to be.
COURSE OUTCOMES:
This course will demystify martech and help to make the right investment based on your team’s maturity, customer journey and your budget.
» Understand the current martech landscape, its components and terminology
» Technology trends
» How to audit and score your current martech stack and decide what is a must have vs nice to have
» How to go about selecting, buying and phasing technology investments
» How to go about implementation and operationalising technology
» How to create and manage a team to execute automation and personalisation
» Have a meaningful conversation with vendors about features, functionality, and ease of use
» Understand how to upskill your team to operationalise your investment to increase conversions and customer lifetime value (CLV)
CERTIFICATE COVERS:
Module 1: Martech landscape and technology trends
Learn the difference between adtech and martech, and the key trends affecting marketing. In this foundational module we define the difference between adtech and martech, explore the evolution of marketing technology and look at key technology trends.
Module 2: Unknown to known audiences
Understand personalisation and realise your martech vision. Grounding your technology decisions against your strategic vision is the key to having an efficient and effective tech stack. In this module, recognise the importance of personalisation as a primary use case for marketing technology.
Module 3: Data value chain and lifecycle
Learn how data can be captured, stored and used to power your martech stack. During this module we will explore the types of data that can be captured, where it is stored, how it can be managed to ensure data quality and ultimately how value can be extracted through the application of datadriven marketing.
Module 4: Data unification
Understand how you can achieve a 360-degree customer view. To achieve a 360-degree customer view, martech needs to be able to unify data. In this module you will learn about the power of a golden records and how a CDP connects unknown and known audiences through identity resolution.
Module 5: Customer journeys
Learn about consent management, preference centres and the basics of personalised journeys. Explore the best practice application of a customer preference centre and how a CMP can go beyond compliance by helping you build trust and engagement with consumers. Understand the types of personalised journeys, the maturity levels of marketing automation and see examples in action.
Module
6: Building a team
Effectively build a team with the right roles, responsibilities and opportunity for success. In this module we move beyond the technology, data and strategic requirements and focus on the human resource – the people needed to effectively implement and utilise the martech stack. As roles are rapidly evolving and the need for new skillsets
constantly emerging, there is an important focus on change management to maximise effectiveness.
Module 7: Auditing your martech stack
Audit your existing tech stack and digital governance. Before considering any new technology it is important to audit what you already have, considering where you can scale back to become more effective. In this module we also review your digital governance – often problems occurring are not actually to do with the technology, they are actually your data infrastructure, tech setup, legacy systems, partner relationships or internal processes that are impeding your success.
Module 8: Operationalising martech
A key part of operationalising your tech stack is embracing agile marketing methodologies. This collaborative approach will help unlock the end state of your Target Operating Model (TOM). During this module we will explore different operating models, consider a phased approach to achieving transformation and examine the importance of a martech blueprint.
Module 9: Buying martech
Learn the process of buying marketing technology from use case to adoption. We have now reached our final module in the course, where everything you have learned to date will equip you with the ability to buy the right marketing technology. In this module we focus on creating use cases, selecting vendors, total cost of ownership and most importantly – ensuring successful adoption.
Upon completion of the Marketing Technology Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
BEHAVIOURAL ECONOMICS
CERTIFICATE
Learn how psychological, social and cultural factors can be used in your marketing campaigns.
Behavioural economics is the study of psychology, human behavior and decision-making patterns that drive consumer’s choice. Understanding behavioural economics is important for developing new products or product features as well as input to making better marketing decisions. In this course you will learn how to become a successful marketer by utilising economic and psychology driven insights.
COURSE OUTCOMES:
» Understanding consumer behaviour patterns and psychology and study behavioural economics examples
» Understanding how to change your customers’ behavior and mechanisms that drive your customers’ choice will help marketers develop a better value proposition that will fit their target audience
Module 1: Introduction to behavioural science
» What is behavioural economics and why we should use it in marketing
» Three ways you could be harnessing behavioural economics
Module 2: Behavioural science themes
» The danger of claimed data
» Overestimating the importance of target audiences
» An emphasis to target contexts
Module 3: How successful campaigns have been based on biases
» De Beers – anchoring
» Nespresso – price relativity
Module 4: Introduction to the behavioural economics framework
» Frameworks you can use
» Government implementation of behavioural economics
Module 5: Make it easy
» Friction and disproportionate influence on behaviour
» Choice paralysis
Module 6: How to run a robust experiment
» Setting up your hypothesis
» Understand the context within the data
» Reach meaningful conclusions
Module 7: Make it attractive
» Scope insensitivity and payment methods
» Promotions and plausibility
» Counter-intuitive ways of boosting attractiveness: pitfall effect
Module 8: Make it social
» How consumers look to others when making decisions
» Show how social proof can backfire and be used creatively
Module 9: Make it timely
» How the same message changes when people hear it
» Why talking to consumers after a life event is a window of opportunity
» How brands can capitalise on the fresh start effect
Assessment:
» One-hour exam
Upon completion of the Behavioural Economics Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
COURSES
PRIVACY AND COMPLIANCE FOR MARKETERS COURSE
Understand the areas of compliance that are most important for marketers today.
Marketing and consumer trust go hand in hand. Consumer trust is often centred around how a brand collects, manages and uses consumer data. Consumer trust takes a long time to build but can be lost in a moment by a mistake.
Recent data breaches have highlighted that a brand can incur great cost if their business has a data breach. Marketers, who are at the frontline of building and using these datasets, can’t afford to have their brand exposed to data breaches – especially if they are avoidable.
An investment in the Privacy and Compliance for Marketers course will see its returns in many ways. It demonstrates to customers, your board/business and the regulatory bodies that you take compliance seriously whilst also minimising the risk of data breaches occurring in your business.
As laws, technology and the marketing landscape continue to change and develop, this ADMA course will help you understand the fundamental compliance principles, whilst also highlighting what you can expect to change. ADMA advocates for best practice as that ensures that marketers won’t fall short –either of customer expectations or as the law develops.
COURSE OUTCOMES:
» Understand the existing framework within Australia that guides your marketing activities
» Determine the privacy compliance status of your existing customer data and entering a ‘Data Collection Contract’
» Understand the complexities of gathering and using digital data for marketing purposes
ADMA’s Privacy and Marketing Compliance course is designed for SENIOR marketers.
This course is designed with data-driven marketers in mind to ensure that you will not only understand what the law says, but (importantly) how to apply it to your everyday tasks. On completion of the course you will have a newfound confidence in how to ensure that your business is complying with the law as it stands and is prepared to implement the changes to come.
The course has been refined to include the areas of compliance that are most important for marketers in the industry today. The use of case studies helps demonstrate some of the key problem areas that regulators are focused on. The course provides space to ask questions with an instructor that has legal, digital and data-driven marketing experience. All these elements together will provide an insightful understanding of the content.
THIS COURSE IS SUITABLE FOR:
Senior marketers who:
» Create marketing campaigns that make claims or statements about their brand that fall under Australian Consumer Law
» Run competitions (and are subject to Trade Promotion legislation)
» Use influencer marketing
» Collect, manage, use and handle consumer data
» Collect categories of data that may be considered to be ‘sensitive’
» Use specific channels of data-driven marketing (ie, telemarketing, emails) and don’t want to be a SPAM Act case study
» Will be impacted by the deprecation of 3rd party cookies
» Send personalised marketing messages
» Want to be able to show that they have taken the steps to implement compliance in a responsible manner
» Need to be across privacy regulations
Upon completion of the Privacy and Compliance for Marketers Course, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.
DATA PASS
Exclusive program for ADMA Members
Protect your reputation by protecting your customers’ privacy.
Customers buy from brands and companies who respect their privacy. Earning and displaying the ADMA Data Pass Trustmark demonstrates that your company is qualified to handle data securely and appropriately. Human error is a leading cause of data breach. Data Pass is the best way to ensure your staff understand and comply with the laws that govern handling of private information, reducing your data risk.
What is Data Pass?
The ADMA Data Pass is a comprehensive series of online training modules which focus on the areas of privacy and compliance in the collection, analysis and use of data in marketing and advertising. The ADMA Data Pass program is an exclusive program for ADMA members only. Members enjoy a range of valuable benefits - learn more here
Who should do this course?
All employees that collect, use or otherwise disclose personal information or customer data. This includes all customer-facing staff, marketers, call centres, or any other staff that engage with customers and customer data.
YOU WILL LEARN TO:
» Apply the key legislation, especially the Australian Privacy Principles (APPs), for permission-based marketing.
» Notify customers and obtain their consent for your intended use of their data when you collect their personal information.
» Avoid breaching the Spam Act when sending marketing emails and text messages.
» Comply with the regulations which apply to marketing using the phone and postal mail.
» Grasp the complexities of gathering digital website data and social media data.
» Develop processes and practices to maintain the accuracy and security of your customers’ personal information.
» Decide whether your organisation needs to comply with the GDPR and the key differences with Australian legislation.
» Be transparent in your privacy practices by writing a comprehensive privacy policy.
ADMA Members Only
A minimum of 20% of employees who handle data in your organisation need to complete Data Pass to earn the company credential. Participants learn at their own pace and have 3 months to complete the course.
Contact your membership account manager for more details.
CONTENT FOR SOCIAL NETWORKS COURSE
Discover strategic, fresh, and unconventional ways to achieve cut through results across all socials.
Explore and understand social media channels, and how to leverage each one authentically. The course covers Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, TikTok and niche channels like Pinterest, Reddit, and Twitch.
COURSE OUTCOMES:
» Establish a presence within a specific channel and facilitate reach and engagement through content
» Tailor content for the appropriate channel and use advertising to amplify organic performance
» Identify consumer behaviour and patterns across each channel
COURSE COVERS:
Delve into each social channel, exploring its purpose, popularity in Australia and reasons why it may be appropriate for some brands and not for others. We’ve used current best practice and examples from effective campaigns to illustrate this.
» Module 1: Social media channels
» Module 2: Facebook
» Module 3: Instagram
» Module 4: YouTube
» Module 5: LinkedIn
» Module 6: Twitter
» Module 7: Snapchat
» Module 8: TikTok
» Module 9: Niche channels
MARKETING STRATEGY COURSE
Discover the role of content planning and how to drive engagement for big-picture thinkers.
From the basics of content planning to the role it plays in successful business strategies, take your online engagement to the next level. Master how to create, distribute, and manage content.
COURSE OUTCOMES:
» Write effective marketing strategies, design content plans, give an impartial critique of creative work, amplify, measure, and optimise your content
» Understand how content facilitates a connection with customers online throughout their purchase decision and map an effective content strategy to the customer life cycle to achieve results
» Explore content publication processes and technologies and optimise content for maximum impact and measure its effectiveness
COURSE COVERS:
» How to engage consumers in a conversation with your brand story
» The fundamentals of content creation and strategy, content publication processes, how to manage content, content planning and how to optimise content
» In-class discussion and practical exercises, exploring consumer behaviour and how you can develop your content marketing strategy to be a powerful engagement tool
CONVERSION RATE OPTIMISATION COURSE
Understanding conversion rate optimisation (CRO) is your pathway to level up your skills.
Conversion rate optimisation is a highly in-demand and powerful skillset. Take the next step and place yourself at the forefront of this exciting area with CRO training specifically designed for industry professionals. Learn the basics to improve your skills at optimising conversion rates to become part of the top 1% of CRO professionals globally.
COURSE OUTCOMES:
» Understand the basics of CRO and personalisation, including test ideation, prioritisation, and test type selection. Understand how CRO fits in with digital strategy overall, with governance model and processes to harness IP and learnings
» Understand what team and processes you need to develop a culture of experimentation and an efficient CRO program
COURSE COVERS:
» The basics of CRO and personalisation
» Using a test development framework
» Applying a systematic approach to test ideation and using behavioral economics to develop better test ideas
» Dealing with CRO political challenges internally
» Scaling up your optimisation team
» Building an ‘optimisation’ and ‘test everything’ culture across the entire business
The course provided a great overview of the key aspects of conversion rate optimisation and gave me valuable insights into how we could leverage conversion rate optimisation for our clients.
Luka Maretic, Inlight
Stand out from the crowd and explore new and engaging ways to push your professional content writing.
You know the basics and you can write well, but it’s time to shine. Professional content writing is a highly sought-after skill, but in a digital age of content overload, you need an edge. Equip yourself with the skills you need to excel.
COURSE OUTCOMES:
» Develop solid, original creative ideas and excel at producing industry standard copy
» Master a brief by understanding it, identify its purpose, develop an approach, and deliver on time
» Adopt four unique styles of copywriting
COURSE COVERS:
» Follow the copywriting process from start to finish and articulate an idea in a language that is both concise and engaging for others to read
» Brief interpretation and key elements
» Identifying and conceptualising the big idea
» Copy foundations and techniques
» The importance of punctuation
» Incorporating enthusiasm and passion into your writing
Write with confidence. Learn how to produce professional content and the essential techniques for writing effective copy.
In this course, explore the structure, rules and techniques involved in professional content writing. Learn to craft copy, compelling headlines, and structure documents that engage your reader.
COURSE OUTCOMES:
» Articulate an idea in a language that is both concise and engaging for others to read
» Structure your copy and craft compelling headlines
» Identify the appropriate medium for your copy and tailor your copy to suit each social channel
COURSE COVERS:
» An introduction to copywriting, the right questions to ask, tools and resources to draw upon, as well as the importance of the brief and marketing copywriting
» Develop and craft copy and concepts via the four proven formulas
» Practical exercises and use relevant examples as guidelines to help you structure your writing and adopt a process
» Simple and colloquial copy, how to close the loop
» Legal and mandatories you should consider when writing
Course Virtual / Instructor-led Learning
Write with confidence and see results.
Never be lost for words again. Explore the structure, rules and techniques involved in professional content writing.
COURSE OUTCOMES:
» Learn to articulate ideas in a concise and engaging way for others to read
» Identify the appropriate medium for your copy and the various copy styles; tailor your copy to suit each social channel
COURSE COVERS:
» Copywriting foundations
» Creative with copy
» Copywriting techniques
» Writing for digital
DIGITAL COPYWRITING ESSENTIALS COURSE
Write with impact. Master the basics of writing engaging copy for the web, landing pages, email, social and more.
In this course, explore the structure, rules and techniques involved in professional copywriting. Learn to craft copy, develop compelling headlines, and structure content that engages your reader.
COURSE OUTCOMES:
» Successfully apply a process to develop compelling copy
» Develop eye-catching ideas and headlines instantly
» Write copy that is both succinct and engaging
» Identify the appropriate medium for your copy, and tailor content to suit the channel
COURSE COVERS:
» An introduction to copywriting: the right questions to ask, tools and resources to draw upon
» Develop concepts via four proven formulas
» Simple and colloquial copy: how to start and how to close
» Legals and mandatories: how to structure
» A brief guide to digital
» Practical exercises throughout with relevant examples as guidelines
A fantastic course that dives into the specifics of copywriting across a range of channels. So many tips and strategy ideas were presented that can be implemented across various organisations.
Meg, Revium
DIGITAL MARKETING ESSENTIALS COURSE
Learn digital marketing essentials and how to leverage technology and data to drive results.
Get on the right track to marketing success and learn digital marketing. From Facebook to Google Analytics, gain industry tips and tricks for successfully incorporating digital channels into your campaigns.
COURSE OUTCOMES:
» Understand the online marketing landscape and identify the appropriate online media to achieve your objectives; learn the value of analytics and how to understand a Google Analytics report
» Leverage tools in marketing for social media including creating content and buying sponsored posts
» Understand SEO and how to optimise paid and organic search, manage email marketing that is SPAM-compliant, and understand mobile and its impact on the digital landscapes COURSE COVERS:
» The role of content and data in digital marketing and the channel options within paid media
» The development and usability of websites; establishing and managing SEO best practice
» Email marketing and databases
» New technology and tactics, mobile marketing, and emerging media
» The development and usability of websites; researching keywords and establishing and managing SEO best practice
» How to effectively leverage the available tools in marketing for social media including creating content and buying sponsored posts
» Digital marketing and the role of agencies when campaign planning
» Cross-media integration and tying it all together for acquisition and retention
DIGITAL MARKETING STRATEGY COURSE
Digital marketing is important – but where do you start? Develop a digital strategy that ensures your marketing activity is aligned with your business goals and optimises your use of digital channels.
Uncover the framework and processes for developing and delivering successful digital marketing.
COURSE OUTCOMES:
» Identify what scope of digital strategy you need for your business, define key business objectives, who the key stakeholders are and how to work with them
» Develop a strategic framework that aligns digital activity to customer journeys and business outcomes
» Understand insights from your own digital assets and the broader competitive landscape and apply key trends
» Expand your strategy into the key components for implementation
COURSE COVERS:
» Understanding the role of digital within the business
» Developing customer segments, and customer experience maps aligned to your business objectives and 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 and implementing digital strategies for customer acquisition, retention, and branding
» Putting together a KPI and metrics framework to track strategy effectiveness
EMAIL MARKETING STRATEGY COURSE
Gain a greater understanding of email marketing and learn how to plan, create, and evaluate effective, ROI-driven email marketing campaigns.
Improve your email conversions, engagement and inbox placement through strategic planning of your email activity.
COURSE OUTCOMES:
» Use data to focus on consumer centric communications, including CRM, customer journeys and communication plans
» Ensure your campaign is compliant with the SPAM Act
» Improve your email conversions, engagement, and inbox placement through strategic planning of your email activity with an understanding of split testing, segmentation, personalisation, and deliverability
COURSE COVERS:
» The role of email marketing in the overall marketing mix
» Email marketing strategy, campaign planning and the customer journey
» Email marketing split test planning
» Deliverability: overcoming the hurdles on the way to the inbox
» Performance and business contribution
» Email subscribers: data capture and management
» Using segmentation and personalisation to improve relevance
» Fundamentals of the SPAM Act
PAID SEARCH FUNDAMENTALS COURSE
Understand and work with paid search as a digital channel.
Paid search is the backbone of any digital acquisition/performance strategy and is usually the first channel to be activated. Gain a rapid understanding of the role of paid search and how to leverage it to achieve the best results. This is a first step towards managing these channels in house, or to better work with agency partners.
COURSE OUTCOMES:
» Understand paid search fundamentals and prepare your campaign with keyword research
» Build a basic paid search campaign and learn how to work with an agency partner
COURSE COVERS:
» Understand paid search fundamentals
» Perform keyword research for paid search
» Create a paid search campaign
» Explain key attribution methodologies
» Learning how to work with your paid search agency
“
I learnt a lot about paid search and programmatic. It re-enforced me with new knowledge and understanding.
Richard, Oticon
SOCIAL MEDIA MARKETING ESSENTIALS COURSE
Get across the latest trends and implement best practice social media marketing in your organisation.
This full-day course is perfect if you are starting out with social media marketing or need a refresher on current best practice. The main social media channels are covered including Facebook, Instagram, YouTube, TikTok, LinkedIn and Twitter. We also cover a wide range of topics from planning to content creation, content curation, publishing, social media advertising, analytics, optimisation and reporting.
COURSE OUTCOMES:
» Understand how to leverage each social media channel for your organisation
» Learn to audit owned social media channels, find opportunities for engagement and make recommendations for improvement with insights
» Understand the fundamentals of social media advertising, including audience targeting, developing first party data sources, and how to run effective paid campaigns
COURSE COVERS:
» Current trends and best practice on social media
» Social media planning fundamentals - gathering data, finding insights and data-led decision making
» Using social media analytics tools to benchmark performance over time and running competitor analysis
» Exploring different options for content planning and content creation
» Finding opportunities with content curation and repurposing existing content
» Identifying ambassadors and working with influencers and/or creators
» Planning for social media advertising, how to target audiences and optimize ad campaigns
» Links to resources and tools for further learning
SOCIAL MEDIA
STRATEGY COURSE
Level up your social media marketing. Research, plan and implement a successful strategy that sells.
Social media is a way for consumers to engage and communicate with brands. Looking at these channels and their tactics, you will learn how to develop, implement, and measure social media activity to achieve your business goals.
COURSE OUTCOMES:
» Create an integrated channel plan with social media policies across Facebook, Twitter and more
» Effectively manage and optimise campaigns
» Measure social media and run a social media audit; extract insights from social analytics to shape your social strategy
COURSE COVERS:
» 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
WRITING FOR CONTENT MARKETING COURSE
Dive into writing training for content marketing and brand journalism.
Engage readers and keep them coming back for more. Equip yourself with the writing skills you need to effectively ideate, plan, write and publish.
COURSE OUTCOMES:
» Improve your writing for blogs, PR, social media, digital marketing, and print collateral
» Optimise for reach, engagement, and learn techniques to get your content seen
» Come away with styles and structures that you can apply in your business
COURSE COVERS:
» The fundamentals of journalistic writing - use basic structure, essential writing techniques and apply the top tips and tricks of the trade used by experienced journalists to create compelling stories for your audience
» Effectively and efficiently edit and fact-check content and rework material for multiple social media channels – tailor content for the appropriate channels to create content consumers want to engage with
» Using idea-generation techniques for finding and developing stories and apply writing techniques that will make your content more engaging for your audience
» Discover essential journalistic writing techniques and write an irresistible headline
» Styles and structures to keep the consumer interested and match your objectives
Course Virtual / Instructor-led Campaign Integration Leading
DATA AND ANALYSIS COURSE
Learn the core principles, concepts and practical applications of data and analytical techniques.
Understand how data drives marketing and the impact of data quality. In this fast-moving world, we are as dependent upon data as the insights we collect from it. Stay ahead and be prepared with a solid data management strategy.
COURSE OUTCOMES:
» Identify the drivers of value, risk, and cost in data used by the marketing department and plan your organisational strategy for data collection, permissioning, and management
» Create an effective data management strategy and build a secure data management culture that enables marketing innovation that adheres to current and forthcoming legislation and regulation
COURSE COVERS:
» Module 1: Defining Data
» Module 2: Data Quality
» Module 3: Data Management
» Module 4: Database Structures
» Module 5: Data – Preparation and Mining
» Module 6: Data – Segmentation and Predictive Modelling
» Module 7: Data Security
» Module 8: Data Governance
DIGITAL ANALYTICS FOR MARKETERS
The digital analytics course you need to understand digital data and tackle a technical topic in a non-technical way.
Learn the language of digital analytics and how to use it to enhance your business with ADMA IQ’s Digital Analytics Course for Marketers. Discover a world of information at your fingertips and enjoy an accessible approach to measuring, analysing and optimising your digital marketing activities.
COURSE OUTCOMES:
» Learn to use Google Analytics: interpret key reports and apply analytics within the planning process to uncover hidden consumer insights to effectively communicate with your consumers
» Accurately attribute conversions in a multi-channel campaign and understand digital data sources, web marketing analytics, conversion attribution, and more
COURSE COVERS:
» 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
» The significance of statistical data
» Campaign flow and media attribution
» Potential campaign flows and response tracking
» Media attribution in a multi-channel world
» Reducing media waste
» Driving conversions through effective targeting
CUSTOMER JOURNEY MAPPING COURSE
Put your customer at the heart of your business. Create a compelling customer experience for both B2C and B2B audiences using analytics and insights.
Learn how to use customer research, analytics and the different tools that will help you draw insights from data to create a compelling customer experience. Learn how to put your customers at the centre of your marketing.
COURSE OUTCOMES:
» Identify and understand your key audience segments, determine what type of journeys to map (B2B, B2C, acquisition, retention)
» Develop a detailed customer journey for these segments and understand what key customer journeys drive your business
» Validate your journeys through research and data, and extend your customer journeys to become 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:
» Deeply understand your customers and how they interact with your category and product
» A range of templates covering all aspects of the process; templates and framework for customer segmentation, persona, customer journey maps and experience maps
» Examples and case studies of customer journey mapping and subsequent business outcomes
» Develop the framework for your own customer journeys
RETENTION MARKETING STRATEGY COURSE
Stand out in the age of the customer with Australia’s leading customer retention marketing strategy course.
It costs up to 25 times more to acquire a new customer than to sell to an existing one. Develop a retention marketing strategy that gives you better ROI on your marketing spend.
COURSE OUTCOMES:
» Learn how to make existing customers more valuable and more engaged with your brand
» Explore ways to encourage repeat buying and to transform them into advocates
COURSE COVERS:
Day 1: Introduction to loyalty, the psychology and a strategic framework
» Understand the drivers of true customer loyalty
» The principles of engagement, retention, loyalty, and advocacy
» The core strategic ingredients and measuring for financial impact
Day 2: Foundations of customer analytics and creating customer value propositions
» Why retention marketing does not sit in isolation (the importance of aligning your loyalty efforts to your brand)
» What are the different analytics approaches you can use to unlock insight
» How to design a CVP with both hard and soft benefits
Day 3: Explore the five types of retention programs
» Real world examples and practical considerations when building Lifecycle Programs
» Growth and Community Engagement tactics
» Real world examples and practical considerations for Save, Winback and Advocacy programs
Day 4: Best practice and forecasting loyalty trends
» The best practices you can use to optimise your programs
» How current trends can and will impact your own strategy
UNLOCKING PERSONALISATION AND AUTOMATION COURSE
Build the practical skill set needed to drive personalisation and automation in your organisation.
While most marketers recognise the power of providing customers with timely, personalised experiences – many don’t actually know where to start or how to effectively execute these activities. This course demystifies the elements required to unlock personalisation and marketing automation in your organisation. You will not only learn the executional frameworks but also apply them to your organisation through hands-on group exercises. It is tech stack agnostic and is designed to provide practical skills that are transferable across any martech environment.
COURSE OUTCOMES:
» A thorough understanding of how to develop personalised and automated experiences
» An automation sequence for one moment-that-matters
» Identifying the relevant data you can use to personalise an experience
» Auditing which channels would be best to personalise and automate
» Creating a testing plan
» Understand how tech can support your marketing automation plans
» Building immediately applicable skills
COURSE COVERS:
» How personalisation and automation are connected
» The transformational shifts and principles required for personalisation
» How data signals are used to target the right audience at the right time
» The evolution of rules-based decisioning and contact strategies to machine learning and AI
» How to use modular content and data-variables
» Exploring channel intimacy and sequencing
» Optimisation best practices
» The martech stack required to execute automated, personalised experiences
CUSTOM IN-HOUSE CORPORATE TRAINING
Are you looking to address a specific capability gap or upskill your team?
Our custom in-house training gives you the opportunity to co-design the training to address the specific needs of your team and tailor the learning to their specific development objectives. Contact us for a quote.
Why co-design?
Co-designing training gives you the opportunity to address the specific needs of your team and tailor the learning to their specific needs. There are also many other benefits to co-designed learning.
Learning can be tailored
Our education instructors are experts in their fields, ensuring that your team receives highquality learning and practical, real-world knowledge that can be immediately applied. We’ll align the course content and case studies to address specific recognised problems and provide industry-relevant examples.
Ultimate flexibility
Our in-house training is designed to work around your team’s availability and preferences. Schedule the learning at a time that suits your team. You can even be flexible with the duration of the learning, whether it’s a one-day intensive workshop or a series of sessions spread out over weeks.
Delivered the way you want to learn
We understand that everyone has different learning preferences. Our program can be delivered in a format that best suits your team, whether it’s in-person training at your location, live virtual sessions, or a blend of both.
Delivered by experts
Our educators are experts in their fields, ensuring that your team receives high-quality instruction and practical, real-world knowledge that can be immediately applied.
Drives improved team morale
Tailored training not only enhances skills but also boosts team morale and productivity. Your team will appreciate the investment in their personal development, leading to increased job satisfaction, greater discretionary effort and better results for your organisation.
Get Started Today
Enquire today to discuss your specific training needs, and let us create a personalised training program that aligns with your vision and objectives.
ENQUIRE NOW
