MARKETING TECHNOLOGY CERTIFICATE

Navigate the convergence of data-driven marketing and technology, platforms and systems.

Martech is one of the most complex areas of digital technology. Most organisations find it hard to keep up with. It is meant to be a variety of integrated software solutions supporting mission-critical business and marketing objectives to drive innovation within organisations for the purpose of increasing conversions, revenue and customer lifetime value (CLV). However, despite big investments in martech, many businesses never manage to go beyond the minimal viable product (MVP) stage. The software offering in the martech space has grown to 10,000+ tools and platforms, from multimillion-dollar enterprise solutions to low-cost app solutions. It is hard to keep up with this space.

WHAT YOU WILL LEARN:

In this course you will complete 4 modules, comprising:

» Readings

» Video content

» Project work

» Interactive activities

» Interactive quizzes

» Fortnightly live tutorial with your lecturer

» Two one-on-one check-in points with your lecturer

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 evolution

Learn about the difference of the core components of a martech stack and what their roles are when it comes to setting up automated journeys. How easy is it for your team to deliver personalised journeys that consumers find interesting? Do you have privacy-compliant data in place to support decision-making?

Module 2: Review and audit your martech stack

Learn about which technologies are a must have and which ones are a nice to have or not needed. Is the data you are using privacy compliant, accurate and accessible for marketing purposes?

How to set up goals and KPIs for your team and tech investment that are in line with revenue expectations.

Module 3: Selecting and buying martech

What are the considerations for an RFP and how to best go about it? Learn how to select and manage vendors to get the most out of your budget. What are technology trends you should pay attention to?

Module 4: Operationalising martech

More difficult than buying martech is the task to implement and operationalise. It involves managing people and creating scalable processes.

Upon completion of the Marketing Technology Certificate, you will be awarded with an ADMA digital badge as recognition of your commitment to the program.

$3,750

ADMA Member Non-Member CLASS FORMAT: 10 instructor-led tutorials over 10 weeks in our virtual classroom, with weekly released on-demand lectures, resources and tools. $4,695