The leader in marketing and advertising education CERTIFICATES, SHORT COURSES AND ONLINE LEARNING JANUARY - JULY 2014

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1 The leader in marketing and advertising education CERTIFICATES, SHORT AND ONLINE LEARNING JANUARY - JULY 2014 NEW!» FOUR NEW ONLINE» BUSINESS ESSENTIALS FOR ANALYSTS CERTIFICATE» CERTIFIED MARKETER PROGRAM CM 20 ONLINE SYDNEY BRISBANE MELBOURNE PERTH

2 AT A GLANCE ONLINE NSW VIC PRICE CERTIFICATE SEE PAGES 8-11 BUSINESS ESSENTIALS FOR ANALYSTS CERTIFICATE Evening only 28 May 6 August Evening only 29 May 7 August From $2200 DATA-DRIVEN MARKETING & ADVERTISING CERTIFICATE Evening only 19 March 11 June Day only 2 May 27 June Evening only 26 March 18 June From $2330 DIGITAL MARKETING CERTIFICATE Evening only 19 March 11 June Day only 2 May 27 June Evening only 17 March 16 June From $2660 E-COMMERCE & ONLINE RETAIL CERTIFICATE Evening only 28 May 20 August From $2330 SHORT SEE PAGES ACQUISITION CHANNEL PLANNING 30 April 22 May From $665 B2B DIGITAL MARKETING May 4 5 June From $1275 B2B MARKETING STRATEGY 16 April 3 June From $898 CONTENT MARKETING 9 April 10 June From $665 COPYWRITING ESSENTIALS 18 March & 17 June 3 April From $665 COPYWRITING ADVANCED 25 March 30 May From $665 DATA-DRIVEN MARKETING & ADVERTISING ESSENTIALS May 5 6 June From $1275 DATA ANALYSIS FOR MARKETERS 15 May 24 June From $665 DIGITAL ANALYTICS 10 April 11 June From $665 DIGITAL COPYWRITING 1 April 29 May From $665 DIGITAL MARKETING ESSENTIALS March & June June From $1275 DIGITAL MARKETING STRATEGY 2 3 April June From $1450 MARKETING 29 April 12 March From $665 MOBILE MARKETING STRATEGY 14 May 13 June From $665 PRIVACY & MARKETING COMPLIANCE 18 February & 1 May 21 February & 11 July From $665 RETENTION MARKETING May June From $1450 SEARCH ENGINE MARKETING 13 May 20 May From $665 SEO FOR MARKETERS 13 May 17 June From $665 SOCIAL MEDIA MARKETING ESSENTIALS 13 March & 24 June 1 April From $665 SOCIAL MEDIA MARKETING STRATEGY 20 March 10 June From $665 AGENCY SCHOOL SEE PAGE 12 CREATIVE SCHOOL 14 August 16 October 14 August 16 October From $1195 SUIT SCHOOL To be confirmed From $956 2 ENROL TODAY (02) learn@adma.com.au

3 AT A GLANCE ONLINE QLD WA PRICE CERTIFICATE SEE PAGES 8-11 BUSINESS ESSENTIALS FOR ANALYSTS CERTIFICATE From $2200 DATA-DRIVEN MARKETING & ADVERTISING CERTIFICATE Evening only 19 March 11 June From $2330 DIGITAL MARKETING CERTIFICATE Evening only 19 March 11 June Evening only 19 March 11 June From $2660 E-COMMERCE & ONLINE RETAIL CERTIFICATE From $2330 SHORT SEE PAGES ACQUISITION CHANNEL PLANNING From $665 B2B DIGITAL MARKETING From $1275 B2B MARKETING STRATEGY From $898 CONTENT MARKETING From $665 COPYWRITING ESSENTIALS 30 April 2 May From $665 COPYWRITING ADVANCED 12 June 26 June From $665 DATA-DRIVEN MARKETING & ADVERTISING ESSENTIALS 4 5 June From $1275 DATA ANALYSIS FOR MARKETERS From $665 DIGITAL ANALYTICS From $665 DIGITAL COPYWRITING 11 June 27 June From $665 DIGITAL MARKETING ESSENTIALS June From $1275 DIGITAL MARKETING STRATEGY From $1450 MARKETING 21 May 14 March From $665 MOBILE MARKETING STRATEGY From $665 PRIVACY & MARKETING COMPLIANCE 3 June 6 May From $665 RETENTION MARKETING From $1450 SEARCH ENGINE MARKETING 29 May 19 March From $665 SEO FOR MARKETERS From $665 SOCIAL MEDIA MARKETING ESSENTIALS 15 April 2 May From $665 SOCIAL MEDIA MARKETING STRATEGY From $665 AGENCY SCHOOL SEE PAGE 12 CREATIVE SCHOOL From $1195 SUIT SCHOOL From $956 ADMA Spark. Great education creates amazing opportunities. 3

4 WELCOME TO ADMA LEARNING AT THE SPEED OF LIFE Knowledge has never been more important. Business has never moved faster. People have never been so connected. In an age of constantly evolving technology, education not only helps us keep up, it provides the tools and motivation to stay one step ahead. For the inspiration and knowledge needed to succeed in the era of data-driven marketing and advertising, ADMA Spark delivers learning at the speed of life. Every ADMA Spark course is designed with these seven principles in mind:» To challenge you to think differently about how you conduct your marketing and advertising» To teach you current best practice and set you up for the future» To give you breadth and depth of knowledge in each topic» To encourage you to think practically about how to use your knowledge in the real world» To provide you with insights from expert instructors and excellent case studies» To be a fun, interesting, engaging and memorable experience» To achieve recognition through ongoing learning KEEP UP TO SPEED» AGENCY SCHOOL Creative & Suit School» CERTIFICATE Knowledge, skills and career progression» CERTIFIED MARKETER Recognition of your professional development» IN-HOUSE TRAINING Tailored team training» ONLINE LEARNING Fast track your study 24/7» SHORT Accelerate your career in 1 or 2 days CONTENTS WHY ADMA? CERTIFIED MARKETER ONLINE LEARNING CERTIFICATE AGENCY SCHOOL SHORT IN-HOUSE TRAINING For more information on course details and prices, visit ADMA SPARK WOULD LIKE TO THANK THE CONTRIBUTION OF OUR SPONSORS 4 ENROL TODAY (02) learn@adma.com.au

5 NEW! ADMA CERTIFIED MARKETER PROGRAM CERTIFIED MARKETER THE BENEFITS OF BEING RECOGNISED You need to stand out and ADMA s Certified Marketer Program (CMP) is the perfect way to showcase your skills and knowledge. The ADMA Certified Marketer is a symbol of your marketing excellence which shows you have mastered core data-driven marketing knowledge and demonstrates your dedication to staying current, up-to-date and compliant. The program is: Leading Edge: the course is developed through consultation with industry and regularly updated by industry professionals. Relevant: the program extends beyond just theory by equipping you with the strategic marketing and management principles required in the workplace today. Smart: industry recognition with Australia s leading marketers. It s an annual program with four intakes every year. THERE ARE TWO EASY WAYS TO GET CERTIFIED: DIRECT ENTRY into the program is available if you have a minimum of four years relevant work experience. FOUNDATION PATHWAY is an alternative way to participate if you have a minimum of twothree years relevant work experience. KEY INTAKE DATES:» 1 March 2014» 1 May 2014» 1 August 2014» 1 November 2014 The program recognises your participation in key industry events and education programs with a simple points allocation. After 12 months participation in the program, your points will be assessed and if you have accrued the necessary points (20) you will be awarded ADMA Certified Marketer status. Apply now and shape your future CM 20 MARKETING COMPETENCY DATA PROFICIENCY INDUSTRY RECOGNITION 5

6 ONLINE LEARNING ONLINE COURSE SELECTOR TOOL With so much to choose from it can be hard to make the right choice, so we ve created an online course selector tool to help. You choose the topics that interest you and a list of suggested courses will appear. With ADMA Spark, there is a large list of courses to choose from: 12-week certificate courses to one or two day short courses, both are available online and in the classroom. ONLINE LEARNING The need for learning never stops. So, to fit around busy schedules, ADMA Spark has created a new range of online courses; offering complete flexibility for when and where you want to learn. The certificate courses cover the same content as the face-to-face courses, yet offer a choice of media to suit your learning style. Depending on the course, there are two study options to suit your online learning preferences: selfpaced and instructor-moderated. The online short courses cover the same content as in-class courses, with topics broken down into a series of online modules to work through at your own pace. You can now study online, in your own time. In 2014 an additional four courses will be launching online. Mark these dates in your diary and register online. SHORT NEW! B2B DIGITAL MARKETING Self-paced - Launching in May 2014 Course outline: Page 13 NEW! CONTENT MARKETING Self-paced - Launching in June 2014 Course outline: Page 14 COPYWRITING ESSENTIALS Self-paced - Online anytime Course outline: Page 14 DATA-DRIVEN MARKETING & ADVERTISING ESSENTIALS Self-paced - Online anytime Course outline: Page 15 DIGITAL ANALYTICS Self-paced - Online anytime Course outline: Page 15 DIGITAL MARKETING ESSENTIALS Self-paced - Online anytime Course outline: Page 16 MARKETING Self-paced - Online anytime Course outline: Page 17 NEW! PRIVACY AND MARKETING COMPLIANCE Self-paced - Launching in March 2014 Course outline: Page 17 NEW! SEARCH ENGINE MARKETING Self-paced - Launching in July 2014 Course outline: Page 18 SOCIAL MEDIA MARKETING Self-paced - Online anytime Course outline: Page 19 For course outlines, please refer to the page numbers listed. 6 ENROL TODAY (02) learn@adma.com.au

7 ONLINE LEARNING CERTIFICATES DATA-DRIVEN MARKETING & ADVERTISING CERTIFICATE This course will teach you the core principles of effective data-driven marketing campaigns across a range of channels online and offline.» Develop an integrated multi-channel marketing approach» Build lasting, profitable relationships with your customers» Use cutting edge data-driven marketing techniques DATE & TIME: Online Self-paced Start anytime E-COMMERCE & ONLINE RETAIL CERTIFICATE This certificate course takes you through the customer journey to understand the key requirements in delivering a truly effective e-commerce and online retail experience.» Website development, logistics and operations management» Demand generation tactics multi-channel direct response marketing techniques» Managing data best practice, effective use and privacy compliance» Website design, onsite conversion tactics and integration with response marketing tactics» Constant ROI improvement measurement framework what to test, how to test, interpret and improve DATE & TIME: Online Self-paced Start anytime DIGITAL MARKETING CERTIFICATE This course provides a complete overview of all aspects of the digital landscape and how to integrate and use them to achieve business and marketing objectives.» Understand the scope of digital marketing and how it integrates with overall business and marketing strategy» Accessing, evaluating and using various digital channels» Understand the fundamentals of a digital marketing campaign, and be able to apply it to achieve your business objectives Online Self-paced Start anytime Instructor-moderated 19 March 11 June SAVE $300 CM 10 Enrol in the online instructor-moderated course and save $300. Enter offer code 300X when enrolling. I decided to do the Online Digital Marketing Certificate course even though I have already had a few years marketing experience. It was a great decision! The course is very timely, covers emerging technologies, gives in-depth knowledge of all digital marketing channels, covers marketing strategy and gives a great overview about everything you need to know about digital marketing in Australia. Sylvia Mollenbeck Marketing Co-ordinator, Virtual Medical Centre Ltd ADMA Spark. Fast track your study online, and in your own time. 7

8 CERTIFICATE NEW! BUSINESS ESSENTIALS FOR ANALYSTS CERTIFICATE CM 10 DEVELOPED WITH This unique certificate course will enable analysts to better interpret the information requirements of marketers, and deliver the results of their analysis to marketers in a way they will understand and find useful. This will help you improve the value you provide back into the management decision-making process.» Junior to mid-level analytics professionals» Those who are looking to evolve into a senior analyst role» Those currently working within a marketing, planning or reporting business function Powered by ADMA» Problem solving and how to articulate a problem» Taking the right brief and understanding business risk / marketing performance» Work plans understanding process / resource requirements» What is needed to acquire better knowledge for a more informed decision COURSE OUTLINE Session 1: Key business metrics what the board wants to hear Session 2: Marketers analysis requirements the main drivers Session 3: Understanding how to define the problem Session 4: Structuring the problem Session 5: Work planning Session 6: Working the plan Session 7: Developing insights and recommendations Session 8: Making the case: Communications and presentation ASSESSMENT CRITERIA Your final grade on this certifcate course is made up of:» An exam two hours, closed book» Course participation, measured in three components: class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises SPONSORED BY» How to communicate complex ideas across persuasively Evening Sydney 28 May - 6 August pm - 9pm Evening Melbourne 29 May - 7 August pm - 9pm SAVE $300 Enrol in an evening classroom course on or before 14 April 2014 and save $300 off the standard rates. Enter offer code 300X when enrolling. Valid until 30 June We are excited to sponsor the ADMA program that looks to tie analytical skills even closer to business processes, and bridge this gap in better enabling businesses with the right skills. Daniel Aunvig Head of Customer Intelligence, SAS Institute 8 ENROL TODAY (02) learn@adma.com.au

9 CERTIFICATE DATA-DRIVEN MARKETING & ADVERTISING CERTIFICATE CM 10 Data-driven marketing is critical to business success. This course will teach you the core principles of effective data-driven marketing campaigns across a range of channels online and offline. It will also teach you the essentials of managing database marketing to drive effective programs for acquisition, conversion and retention.» Those new to marketing who want to understand multi-channel marketing» Marketers wanting a framework for acquiring customers and relationship marketing» Marketers who want to understand how data can be used to drive marketing effectiveness» Suitable for both client-side and agency» Today s essential data-driven marketing techniques» Develop an integrated multi-channel marketing approach» Build lasting profitable relationships with your customers SPONSORED BY COURSE OUTLINE Session 1: Building relationships and strategy planning Session 2: Campaign planning Session 3: Creativity Session 4: Measurement and testing Session 5: Data management basics Session 6: Using data to drive effectiveness Session 7: Finding customers 1 channel planning for acquisition Session 8: Finding customers 2 digital acquisition channels Session 9: Converting sales Session 10: Retention marketing ASSESSMENT CRITERIA Your final grade on this certificate course is made up of four 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 focusing on a case study (from a choice of five covering different market sectors) Online Self-paced only - Start anytime Evening - Sydney and Brisbane 19 March 11 June 6pm - 9pm Evening Melbourne Only 26 March 18 June 6pm - 9pm Day - Sydney Only 2 May 27 June 9am - 5pm» An exam two hours, closed book» Course participation, measured in three components: class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises SAVE $300 Enrol in or online a day classroom course and save $300 off the standard rates. Enter offer code 300X when enrolling. Valid until 30 June ADMA Spark. Get an industry recognised qualification. 9

10 CERTIFICATE DIGITAL MARKETING CERTIFICATE CM 10 This course provides a complete overview of all aspects of digital marketing and how to integrate and use them to achieve business objectives. It is designed to cover the complete marketing mix and be relevant across multiple roles and disciplines, whether client side or agency.» Marketers who have some experience in digital but want to grow their confidence» Those who may have only one perspective of digital, or be a specialist in one area of digital, and want to broaden their skill base» Those marketing and advertising professionals who are new to digital and keen to learn how to leverage digital across a broad spectrum of channels» Those who are interested in seeing how digital is approached from both a client and agency perspective» Understand the scope of digital marketing and how it integrates with overall business and marketing strategy» How to assess various digital channels and understand which are most suitable to an idea or solution» Understand the fundamentals of a digital marketing campaign, and be able to apply it to achieve your business objectives COURSE OUTLINE Session 1: Fundamentals Understanding consumers Session 2: Fundamentals Content Session 3: Fundamentals Data Session 4: Tools Owned media: Website Session 5: Tools Owned media: Mobile and Session 6: Tools Owned and earned: Social Session 7: Tools Paid media Session 8: Applications Managing digital marketing Session 9: Applications Campaign planning Session 10: Applications Optimisation and emerging trends ASSESSMENT CRITERIA Your final grade on this marketing certificate course is made up of four elements:» An individual assignment in which you will be required to critique a campaign of your choice» A group assignment focusing on a case study (from a choice of five covering different market sectors)» An exam two hours, closed book» Course participation of which there are three components: class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises Online Self-paced only - Start anytime Instructor-moderated: 19 March 11 June 2014 Evening Sydney, Brisbane and Perth 19 March 11 June 6pm - 9pm Evening Melbourne Only 17 March 16 June 6pm - 9pm Day - Sydney Only 2 May 27 June 9am - 5pm 10 ENROL TODAY (02) learn@adma.com.au

11 CERTIFICATE E-COMMERCE & ONLINE RETAIL CERTIFICATE CM 10 This certificate course takes you through the customer journey to understand the key requirements in delivering truly effective e-commerce and online retail experiences. You will investigate the customer touch points through a purchase life cycle and how to integrate key marketing strategies to build engagement.» Online retailers who want to improve their existing operations and become more profitable» Companies who want to set up an e-commerce arm to their business» Small-to-medium business owners or entrepreneurs who want to set up an online business» Website development, logistics and operations management» Website design, onsite conversion tactics and integration with response marketing tactics» Demand generation tactics multi-channel direct response marketing techniques» Managing data best practice, effective use and privacy compliance» Constant ROI improvement measurement framework what to test, how to test, interpret and improve COURSE OUTLINE Session 1: Planning Session 2: Developing for ecommerce systems and tools Session 3: Measurement and optimisation Session 4: Finding customers 1 channel planning Session 5: Finding customers 2 testing and optimisation tactics Session 6: Converting sales 1 the website Session 7: Converting sales 2 retargeting and testing Session 8: Retaining and developing customers Session 9: Operational management 1 best practice process Session 10: Operational management 2 a closer look at HR ASSESSMENT CRITERIA Your final grade on this e-commerce certificate course is made up of four 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 focusing on a case study (from a choice of five covering different market sectors)» An exam two hours, closed book» Course participation, measured in three components: class attendance; participation in class exercises and discussions; completion of pre-class preparation and post-class exercises Online Self-paced only Start anytime Evening Sydney Only 28 May 20 Aug 6pm - 9pm SAVE $300 Enrol in an evening classroom course on or before 9 May and save $300 off the standard rates. Enter offer code 300X when enrolling. Please Note: enrolment and payment must be received on or before 9 May. Offer not available for self-paced online certificate courses. ADMA Spark. Learn from highly respected marketing professionals. 11

12 AGENCY SCHOOL The key to a successful career in advertising is understanding the core principles of selling and creative effectiveness. ADMA s Agency School has been created specifically for developing great, immediately employable, agency talent. There are a limited number of places in both courses to ensure all participants receive a one-on-one experience. CREATIVE SCHOOL Creative School is a 10-week course developed by, taught by and embraced by some of Australia s leading creative directors. It not only helps you develop your creative skills, it puts you inside advertising agencies and in contact with the most senior creatives and creative directors in the country: the very people who are looking to hire you, but who you would normally have to stalk just to get an interview.» Current or aspiring junior copywriters or art directors» People working client-side with a desire to learn more about how marketing and advertising work from a creative perspective» People wanting to start a new career in an advertising agency» An understanding of the skills and responsibilities as a creative professional» A portfolio of your own ideas on seven or eight different briefs across multiple industries» Conceptual thinking skills across multiple mediums» Direct access to industry leaders and contacts to help you land a job» Presentation skills» The ability to create a genuinely big idea that will work across multiple mediums At the end of the course, your portfolio is assessed by a panel of industry leaders. Awards and industry exposure are given for Best Copywriter, Best Art Director and Best Overall Student. NOW AVAILABLE IN MELBOURNE Sydney & Melbourne 2 nights per week for 10 weeks 14 August 16 October 6pm 9pm SUIT SCHOOL Suit School is designed to teach you the skills to effectively manage customer accounts in an agency. When it comes to account service, there is only so much you can learn at university. Important skills like building client relationships, managing budgets and writing effective briefs are generally learned on the job. At the end of the course, you ll be equipped with the skills you need to be pro-active, resourceful, organised and self-sufficient. In other words, the kind of account manager every agency wants to hire.» Anyone wanting to get into account service in an agency» Entry-level suits who want to take the next step in their career in the marketing and advertising industry» An understanding of the role of all agency departments» How to build effective client relationships» Write a great creative brief and manage campaigns» Data skills in planning for media and digital» In-depth production knowledge for print, direct response television and digital» Understanding budgets and how an agency maximises revenue Assessments are completed throughout the course on each night s topic, with a final multiple-choice exam completed at the end of the course. Excellence is rewarded with the title of Best Suit. Sydney 1 night per week for 8 weeks Dates to be confirmed - Contact for details 6pm 9pm SPONSORED BY 12 ENROL TODAY (02) learn@adma.com.au

13 SHORT ACQUISITION CHANNEL PLANNING Media spend accounts for a large portion of your budget. How to allocate that money to achieve the best outcome brand-building or sales is the challenge which this course addresses.» Marketing managers responsible for budget allocation» Campaign managers, agency account managers, media planners and buyers» Research customer media consumption and buying behaviour» Research paid and earned media choices» Interpret insights from research and translate into media plans» Shortlist digital and offline media options» Prioritise and schedule channels for maximum impact Sydney 30 April Melbourne 22 May B2B DIGITAL MARKETING Learn how to get ahead of your competitors using digital marketing. Gain an understanding of how to combine relevant content and digital channels to attract, engage and convert your B2B prospects and customers.» Marketing managers, marketing directors, and heads of marketing in B2B companies or divisions who are responsible for demand generation, brand building and sales lead generation» Techniques to search, identify and engage prospects and influencers» Generate qualified sales and partner leads Sydney May Melbourne 4 5 June Self-paced online learning launching in May 9am 5pm (2 days) CM 5» Market segmentation techniques» Content strategies» Measurement frameworks» Social media integration strategies B2B MARKETING STRATEGY Learn how to get B2B marketing and sales teams working together same goals, same strategies, same tactics and achieving successful outcomes.» Experienced B2B marketers looking for a new framework for planning and execution» Marketers stepping into the B2B world for the first time» Team leaders looking for a common framework to unify sales and marketing teams» Sales and account managers looking to align effectively with their marketing colleagues» Refine your funnel metrics from start to finish» Map and understand your buyer s purchasing journey» Effectively align sales and marketing Sydney 16 April Melbourne 3 June» Redefine and rethink the size of your market» Build tactics that align with your strategy ADMA Spark. Learn the strategies that will put you ahead 13

14 SHORT CONTENT MARKETING Drawing on international best practice, learn how to develop your content marketing strategy as well as how to demonstrate and measure the effectiveness of content strategies to deliver ROI.» Marketing directors, marketing managers, brand managers and marketing executives responsible for driving customer engagement» Marketers looking to build deeper emotional relationships with their audience» Ideal for both B2B and B2C marketers» Client or agency side» Benchmarking against best practice case studies» Tools and simple steps to building your content strategy» Use archetypes, metaphors, myths and legends as a base for your content» Techniques to measure and evaluate your content strategy Sydney 9 April Melbourne 10 June Self-paced online learning launching in June» Pinpoint your brand story and understand your customers expectations COPYWRITING ESSENTIALS Marketers often have to turn their hand to copywriting, whether for website content, social media, s, brochures or sales letters. This highly popular course will teach you proven tips, tricks and techniques to write compelling copy, no matter what the medium.» Those new to marketing communications» Marketers writing copy as part of their role» Those reviewing agency output» Writers looking to refresh their copy approach» A simple, proven and quick process for creative copywriting» Develop instant headlines, subject lines and concepts» Structure your copy: a beginning, middle and end» Understand the correct use of, and power of punctuation» Understanding which mediums to use, how and why Sydney 18 March & 17 June Melbourne 3 April Brisbane 30 April Perth 2 May 9am 5.30pm (1 day) Also see page 16 for Digital Copywriting COPYWRITING ADVANCED From the importance of the brief, to production and copy, proven copy styles, to how to finesse your words this course will give you the tips and skills you need to become an expert copywriter.» Marketers and advertisers for whom copy is a key part of their role» Copywriters looking for that next level of skills» Those looking to refresh their writing ability» Writers wanting to learn the techniques of directresponse copy» Writers wanting broader expertise» Proven creative techniques and formulae for generating concepts» The copy foundations: short words, punctuation and structure» The Four Copy Formulae: four structures to write to» Getting clever with words: alliteration, the Rule of Threes, contrasting pairs» Creating customer engagement through direct-response copy Sydney 25 March Melbourne 30 May Brisbane 12 June Perth 26 June 9am 5.30pm (1 day) 14 ENROL TODAY (02) learn@adma.com.au

15 SHORT DATA-DRIVEN MARKETING & ADVERTISING ESSENTIALS CM 5 This course is about developing successful data-driven campaigns and creating long-term customer relationships. It focuses on multi-channel marketing by reviewing the role played by data, channels, creativity and examines different approaches to acquisition, conversion and retention.» Marketing and advertising professionals looking to up-skill further in multi-channel marketing disciplines» Those looking to broaden their knowledge across other marketing disciplines» Those looking to develop new skills in data-driven marketing» Plan a multi-channel marketing strategy for acquisition and retention» Produce effective direct response campaigns using the critical success factors» Use digital media effectively in your marketing» Test, measure and learn» Use data to drive effective marketing campaigns» Evaluate creativity and use creativity to drive response Sydney May Melbourne 5 6 June Brisbane 4 5 June 9am 5pm (2 days) DATA ANALYSIS FOR MARKETERS This course will help you make sense of the high volume and increasingly complex data available to marketers. It will teach you how to channel this valuable resource into marketing decision-making.» Marketing professionals interested in using data more effectively» Data analysts» Data planners» Value and viability assessing data inside and outside your organisation» Data analysis in context what are the patterns telling you?» Gaining insights from your customer data analytics for marketing strategy and communications» 1 to 1 marketing segmentation, targeting and automation techniques» Big data its scope and use to drive marketing» Best practice data management and processes Sydney 15 May Melbourne 24 June DIGITAL ANALYTICS This course provides practical guidance for analysing, measuring and optimising digital marketing tactics. The content is designed to explain this technical topic in a nontechnical way.» Marketers with hands-on responsibility for developing and managing digital campaigns» Analysts who would like to better understand how to translate stats and metrics into insights for marketers» Community managers responsible for social media engagement» Define a metrics framework for any digital campaign or company» Effectively incorporate analytics into the planning process» Understand digital data sources and their key limitations» Accurately attribute conversions in a multi-channel campaign» Pull and interpret key reports in Google Analytics Sydney 10 April Melbourne 11 June ADMA Spark. Ignite your learning. 15

16 SHORT DIGITAL COPYWRITING Digital copy is part of the mainstream but traditional copy structures and approaches simply do not work for new mediums. Learn how to write copy for web, search, social media and how to get s opened and read.» Traditional marketers expanding into the digital environment» Mainstream copywriters moving into the digital world» Those working in digital agencies who want to expand their skill-set» Marketers who have attended Copywriting Essentials and want more advanced digital copy skills» The foundations for good copy» Effective website copy: structure and rules» Tips for successful s» Writing for search, social media and blogs» The role and implications of mobile Sydney 1 April Melbourne 29 May Brisbane 11 June Perth 27 June 9am 5.30pm (1 day) Also see page 14 for Copywriting Essentials and Copywriting Advanced. DIGITAL MARKETING ESSENTIALS CM 5 This course will help you keep up-to-date with the complexities of digital marketing. You will learn how the options work, how they fit together and how to deliver against your marketing objectives.» Marketers who want to understand more around how digital works» Digital technologists looking to understand and align to marketing goals» Ideal for both B2B and B2C marketers» Client or agency side» The principles of putting together a good digital marketing strategy and website» The process of buying online media, including search and the wider channel options available» Using social media and content as part of your marketing strategy» Best practice in marketing and how to manage deliverability and reputation» The latest facts and figures around mobile and how it s changing the online landscape Sydney March & June Melbourne June Brisbane June 9am 5pm (2 days) DIGITAL MARKETING STRATEGY CM 5 This course provides a framework for developing a comprehensive digital marketing campaign or corporate digital strategy. Attendees should have a basic understanding of the key tactics to get the most out of the course.» Marketers and senior marketers looking to understand how to best integrate digital into their overall marketing strategies» Digital and IT professionals» Ideal for both B2B and B2C marketers» Client or agency side» The scope of digital strategy and how it integrates with overall business and marketing strategy» A planning framework for digital strategy development for your organisation» Implement your strategy by employing the tools for digital marketing in the most appropriate way» Campaign, product and corporate digital strategies are all covered with current case studies Sydney 2 3 April Melbourne June 9am 5pm (2 days) 16 ENROL TODAY (02) learn@adma.com.au

17 SHORT MARKETING This course will help you gain a deeper understanding of how marketing fits into a digital strategy and how to find better ways to improve ROI through effectiveness, campaign improvement and deliverability.» Digital marketers» Marketers using a broad range of channels» Those for whom marketing is either important, or growing in importance» Ideal for both B2B and B2C marketers» Client or agency side» Current best practice for improving deliverability, open rates and click-throughs» How to design landing pages to optimise conversion rates» Best practice for data management and usage to drive better results» Understand the latest technologies and tools for marketing» Integrate into your marketing mix Sydney 29 April Melbourne 12 March Brisbane 21 May Perth 14 March MOBILE MARKETING STRATEGY This course teaches marketers how to develop and execute a mobile strategy in the context of multi-channel customer engagement.» Marketers who want to integrate mobile into their marketing strategy» Marketers who want to understand best practice mobile marketing across devices» Ideal for B2B and B2C» Client or agency side» The acquisition and retention opportunities for mobile» Adapting your web presence for mobile» Search changing the rules for mobile» SoLoMo the convergence of social, location and mobile and how it applies to your business» Mobile push tactics messaging and advertising» QR, AR, NFC, Apps technology options and how to use them Sydney 14 May Melbourne 13 June PRIVACY AND MARKETING COMPLIANCE CM 5 This course is a must for all marketers and advertisers. Recent changes to legislation have meant that penalties are higher, but the dangers of getting it wrong are not just financial: it s your business reputation on the line.» All marketers and advertisers» Anyone wanting a refresher on how to make informed decisions when it comes to marketing compliance» Any marketer or advertiser concerned with the financial, corporate and industry repercussions of failing to comply with the Australian laws» Your regulatory obligations as a data-driven marketer» Gain confidence in the legality of your marketing campaigns» Prevent costly breaches» An understanding of all laws and regulations to do with data and privacy management Sydney 18 February & 1 May Melbourne 25 February & 11 July Brisbane 3 June Perth 6 May Self-paced online learning launching in March This is a mandatory course for the Certified Marketer Program. ADMA Spark. Ideas, innovation and inspiration. 17

18 SHORT RETENTION MARKETING This course provides a framework for developing retention and loyalty marketing strategies. It explores loyalty and advocacy initiatives, using both traditional and digital techniques, to help organisations build a successful strategy of their own.» Those responsible for customer retention or relationship marketing within their organisation» Marketers looking to understand the drivers of loyalty and advocacy» Experienced digital or direct marketers looking to build their retention and loyalty skills» Senior marketers developing retention plans for their organisation» The essential requirements to building a retention plan» What is loyalty: what makes a customer disloyal, passive or an advocate?» Understanding of the right kind of retention campaign for your organisation» Use digital channels and social media in the retention marketing mix» What kind of loyalty program is right for your business? Sydney May Melbourne June 9am 5pm (2 days) CM 5 SEARCH ENGINE MARKETING Drawing on the real-world search marketing lessons of powerful case studies, this course demystifies the jargon to provide a thorough understanding of how to improve your search strategies.» Anyone involved in increasing the quantity and quality of visitors to a website» Those responsible for online marketing» Ideal for both B2B and B2C marketers» Client or agency side» Improve your search engine marketing strategies, both short and long term» What the jargon really means» Incorporate this cost-effective channel into your communications mix» Valuable insights and lessons from case studies Sydney 13 May Melbourne 20 May Brisbane 29 May Perth 19 March Self-paced online learning is launching in July SEO FOR MARKETERS This course is designed for marketers with a basic understanding of SEO who want to take their knowledge to a higher level.» Marketing managers» Anyone involved in the running of a website» Ideal for both B2B and B2C marketers» Client or agency side» Build a content creation program using core SEO principles» Use content (articles, videos, etc) to increase ranking in search engines» The overlap between social media and SEO» Build links and why link building is critical to increased natural rankings» Understand the most common search marketing mistakes Sydney 13 May Melbourne 17 June 18 ENROL TODAY (02) learn@adma.com.au

19 SHORT SOCIAL MEDIA MARKETING ESSENTIALS This practical, hands-on course will explore the essentials of social media marketing: how to plan, measure and implement a social media strategy to drive awareness - and ultimately sales - through engaging audiences.» Anyone responsible for implementing their brand or organisation s social media activity, including marketing executives, marketing managers, community managers and communication managers» An engagement framework for social media marketing» Measure and monitor online discussions around your brand, competitors or industry» Implement an efficient day-to-day workflow for publishing content to Facebook and Twitter» Increase engagement with your customers on social channels» Integrate social functionality on your existing website Sydney 13 March & 24 June Melbourne 1 April Brisbane 15 April Perth 2 May SOCIAL MEDIA MARKETING STRATEGY Social media is a must for today s organisations. This course introduces a low risk, gradual approach to social media from no exposure to complete immersion helping you develop, implement and measure the next steps.» Marketers» Managers» Business owners» Communications professionals» Develop an effective social media engagement strategy» How to use and monitor Twitter, Facebook, LinkedIn, forums and blogs» Why social media works the way it does and what users expect from you» How to create social media guidelines for your staff» A measurement framework to track your social media investment Sydney 20 March Melbourne 10 June IN-HOUSE TRAINING - TAILORED TRAINING Sometimes, you have to get the whole team up to speed: not just one or two individuals. Perhaps the challenges are specific to your business, and a general course will not do. Or the delivery has to fit around busy hours and multiple offices. ADMA s In-house training will save you time, money and hassle with content that is fully tailored to suit your needs. Companies such as Flight Centre, Macquarie Bank, Kwik Kopy, Telstra, Moët Hennessy, Bauer Media, AIG Asia Pacific and The University of Melbourne have enjoyed tailored, In-house courses. To find out more: To discuss In-house training options: contact Catherine Farrar (02) or learn@adma.com.au A fantastic conference with an innovative program of thought leaders and relevant professional development that was tailored around the institution s current challenges. Penelope Blamphin Program Director, Customer Marketing University of Melbourne ADMA Spark. Tailored to your needs. 19

20 NEW! MARKETING COMPETENCY DATA PROFICIENCY INDUSTRY RECOGNITION CERTIFIED MARKETER You need to stand out and ADMA s Certified Marketer Program is the perfect way to showcase your skills and knowledge. The program is a new, innovative industry certification standard that recognises your professional development. It s a symbol of marketing excellence. THERE ARE TWO EASY WAYS TO GET CERTIFIED: DIRECT ENTRY into the program is available if you have a minimum of four years relevant work experience. FOUNDATION PATHWAY is an alternative way to participate if you have a minimum of two-three years relevant work experience. CM 20 All ADMA Spark courses credit points towards the program. Just look for this symbol and enrol online. Apply now and direct your future ENROL TODAY (02) learn@adma.com.au