The Digital Marketing Course by Google

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1 The Digital Marketing Course by Google

2 Contents 3 About Squared Online 4 Supported by Leaders 5 Syllabus & Modules 7 Learning Experience 9 Got What It Takes? 10 Corporate Packages To find out more:

3 About Squared Online What is Squared Online? The ground-breaking educational initiative originally conceived by Google as a face-to-face digital marketing qualification piloted in Squared Online is the product of 172 hours of workshops with 30 agencies and over 300 professionals to define what marketing leaders need. It s an online advanced level certificate developed with Google, endorsed by the IPA and delivered by Home Learning College. Crowdsourced by leading employers, enriched by expert guest speakers and taught fully online over seven months, candidates will graduate with highly valued expertise. We combine strategy, technology and group work to help you understand the bigger digital picture and enhance your collaborative skills. Squared Online is about more than developing your digital knowledge. It s also about challenging your approach to learning, encouraging a curious mindset and enhancing your ability to work within creative and efficient teams. Who s it for? Squared Online is designed for people who are either new to the marketing and advertising industry, or are working in the industry and want to develop their expertise and mindset. To find out more:

4 Supported by Leaders Expert Industry Speakers Sir John Hegarty Founder and Worldwide Creative Director, BBH Rory Sutherland Vice-Chairman, OgilvyOne and Ogilvy & Mather UK Cilla Snowball CBE CEO, AMV BBDO Richard Eyre Chairman, IAB Simon Rogers Data Editor, Twitter Andy Sandoz Founder and Creative Partner, Work Club To find out more:

5 Syllabus & Modules Squared Online features five sequential modules taught live online over seven months. Each week participants will have one evening class and will need to dedicate eight hours to the programme. Induction: Welcome to the Revolution Students will be introduced to your key contacts in the Squared Online team, get an overview of what to expect on the course and gain an insight into the essence of Squared directly from Google. Module 1: A Connected World An introduction to the general principles of digital marketing; developing your understanding of the end user and the impact of rapid technological development on the industry. Candidates will cover the different ways in which people use digital in a professional context, with a particular focus on social media, and look at how brands might use social media to engage consumers. Module 2: Think Commercial Gain an insight into the rise of digital, and how businesses have harnessed new technology to disrupt traditional industries and shake up the way organisations interact with end users. Participants will learn about the value of using business model frameworks to develop disruptive commercial ideas, before taking a closer look at how companies are using mobile as one powerful aspect of digital. To find out more:

6 Syllabus & Modules Module 3: Think Like A Brand A look at how marketers organise and understand consumer behaviour in relation to the brand, and how they engage their target audience. Students will learn how organisations can use different digital touch points such as search, display and content across the customer journey to deliver a successful integrated marketing strategy that drives awareness, sales and advocacy. Module 4: Think Optimised An overview of data, insights and optimisation. Candidates will be introduced to Google Analytics tools and find out how they can be used to direct your digital actions. Participants will also be encouraged to consider how they can optimise and evolve an organisation's digital presence in a constructive and data driven way. Module 5: The Ongoing Revolution Students will learn how to take the Squared journey and apply it to the Squared life, both professionally and personally. This includes a state of the industry project, sessions on change management and ethics, as well as advice on getting the most from their new found knowledge. To find out more:

7 Learning Experience Toolboxes Each module comprises a structured series of online learning activities which are designed to develop knowledge and prepare students for the live classes. Live Online Classes There s generally one hour long live class per week, with occasional interactive workshops of up to 90 minutes. These sessions are delivered by the Squared Online tutors, providing an opportunity for a deeper look at the subject matter led by an expert in that area. Support team The dedicated Squared Online support team will be the first port of call for any questions or queries and will act as your guide throughout the course. Expert Speakers The programme includes highly popular guest speakers at various points throughout the course, in addition to the normal weekly classes. These industry experts will share their knowledge through live and pre-recorded sessions, giving an additional perspective and sharing interesting stories. Virtual Campus This is the central hub of Squared Online. The Virtual Campus allows for a blend of individual work, team collaboration, discussions, classes and streamed content, alongside forums moderated by the support team. To find out more:

8 Learning Experience Hands on Projects Each project will have a different focus, from understanding how to grow a business to serving clients at an agency. Students will get experience in group dynamics, organisational change, technology, platforms and strategy. The aim is for candidates to gain a holistic experience of each project, making their skills easier to apply in the real world. Group Work Collaboration within groups is the foundation of Squared Online. This is what makes the programme different and creates powerful agents of change within the digital marketing industry. Participants will be completing projects in groups created by the Squared Online team for four of the programme modules, which are designed to promote peer-to-peer learning, problem-solving and collaboration, along with developing your digital knowledge. Continuous Assessment There are no exams in Squared Online and no final mark. Instead, students will be continually assessed via project work, self reflection, peer review and completion of toolboxes and live classes. To find out more:

9 Do your employees have what it takes? Squares are: Fully committed; we re about action, not just talk Dynamic, bright, positive and hardworking Curious and willing to find answers for themselves Self-reflective, collaborative and able to work effectively in teams Not afraid to have an opinion and to contribute Squared graduates: Have a commercial edge Develop the Squared mindset and drive the industry revolution Understand the whole picture technology, strategy and execution 86% of Squares take on more responsibility after completing Squared Online (results based on a survey of 2013 graduates) Are part of a high calibre network Hold an IPA endorsed certificate Who is it for?: To find out whether your team meets the entry criteria, please contact the Corporate Accounts Team. To find out more:

10 Corporate Packages Corporate packages are available if multiple places are secured. To find out more about pricing opportunities and place availability, please contact: Phil Williams, Head of Corporate Partnerships To find out more:

11 To find out more:

12

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