ADMA

2014
COURSE GUIDE
AUG - DEC

THE LEADER IN MARKETING,

MEDIA & ADVERTISING EDUCATION

SYDNEY
COPYWRITING ESSENTIALS
COPYWRITING FOR CONTENT
MARKETING ESSENTIALS
DIGITAL COPYWRITING ESSENTIALS
DIGITAL MARKETING ESSENTIALS
EMAIL MARKETING ESSENTIALS
SEARCH ENGINE MARKETING ESSENTIALS
SOCIAL MEDIA MARKETING ESSENTIALS
SOCIAL SELLING FOR B2B ESSENTIALS
CAMPAIGN PLANNING & ANALYSIS ESSENTIALS
CREATIVE SCHOOL
DATA ANALYSIS FOR CUSTOMER EXPERIENCE
DIGITAL ANALYTICS
DATA-DRIVEN MARKETING & ADVERTISING
PRIVACY & MARKETING COMPLIANCE
SEARCH ENGINE OPTIMISATION
DIGITAL MARKETING
MEDIA PLANNING & ACQUISITION
ECOMMERCE PLANNING & MANAGEMENT
RELATIONSHIP MARKETING
B2B MARKETING STRATEGY
B2B DIGITAL & SOCIAL STRATEGY
CONTENT MARKETING STRATEGY
COPYWRITING ADVANCED
CUSTOMER LOYALTY MARKETING STRATEGY
DIGITAL MARKETING STRATEGY
MOBILE MARKETING STRATEGY
SOCIAL MEDIA MARKETING STRATEGY
PERTH
COPYWRITING ESSENTIALS
DIGITAL COPYWRITING ESSENTIALS
DIGITAL MARKETING ESSENTIALS
EMAIL MARKETING ESSENTIALS
SEARCH ENGINE MARKETING ESSENTIALS
SOCIAL MEDIA MARKETING ESSENTIALS
DATA-DRIVEN MARKETING & ADVERTISING
DIGITAL MARKETING
RELATIONSHIP MARKETING
COPYWRITING ADVANCED

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 with local industry colleagues
To achieve recognition through ongoing learning

Companies that have studied with ADMA

AT ADMA YOU ARE IN GOOD COMPANY

AGL | ANZ Banking Group | Audioclinic | David

Jones | Australian Committee

For Unicef | Bendigo Bank & Community Sector | Bicycle Network Victoria | BMF
Cancer Council NSW | CareFlight Limited | Colonial First State | Channel Seven | Australia Post |

Department of Agriculture and Food | Ergon Energy | Fairfax

Media | Flight Centre | HCF | HESTA

M&C Saatchi | Mater Foundation | MediaCom | Melbourne Storm Rugby League Club
MercerBell | OgilvyOne Sydney | Optus | Qantas | RAC | Readers Digest
Salmat | Salmat Digital | Staples | Telstra | Treasury Wine Estates | UniSuper | Virgin Mobile

Westfield | Westpac | WorldMark

THE LEADER IN
MARKETING,
MEDIA & ADVERTISING
EDUCATION
www.adma.com.au/spark

Short Course

Early bird rates available

Industry Recognised

Certificate

WHAT DO THE
ICONS MEAN?

In Class

Online

CONTENTS

Certificate

Short
Course

Early
Bird

Courses At A Glance
PAGE 6
Essential Courses
PAGE 8
Creative School
PAGE 11
Intermediate Courses
PAGE 12
Data Pass Program
PAGE 15
Strategic Courses
PAGE 16
Certified Marketer
Program
PAGE 19
In-House Training
PAGE 19

STRATEGIC Provides a more

strategic level of knowledge in
the course topic.

INTERMEDIATE Provides a more

specialised level of knowledge in
the course topic.

ESSENTIALS Provides the essential

skills and best practice knowledge
in the course topic.

COURSES
ICONS
Online: This course is available for online learning. There are
two types of online learning: Instructor Moderated and Self
Paced. Instructor Moderated provides an interactive style of
learning whilst Self Paced provides complete flexibility. All
online courses have the same course content as in class.
In Class: This course is available for class room styled learning,
which encourages networking, sharing of experiences and
provides immediate feedback.
Industry Recognised: Courses marked with this symbol have
been developed by industry experts recognised as leaders
in the course topic. They are courses senior marketers in the
industry are familiar with when hiring new staff.
Certificate

Certificate: The course framework and content constitutes a

certificate level qualification.

Short Short Course: Short courses provide a solid foundation

Course

focused on a specific topic within a short timeframe.

Early
Bird

Early bird rates available: SAVE UP TO $300 on selected

Certificate courses if you enrol before 8 Aug.

WHY ADMA SPARK?

All ADMA Spark courses are based on
four foundation pillars critical to delivering
exceptional Customer Experience:
Data, Content, Creativity, and Technology.

DATA

CONTENT

Data is your most valuable marketing

asset. Knowing how to use it is critical.

Content connects, engages and

informs. It creates a conversation
between you and your customers.

Data-driven marketing is no longer optional

its critical to business success. Using data,
you have the opportunity to make effective,
informed decisions in your business, your
marketing strategies and tactical activities.
Courses which have a strong focus on data
have been developed to help you maximize
data assets, use insights to inform business
decisions, deliver a relevant, personalised
customer experience and measure your
success. Learn how to collect, use, analyse,
manage and protect your most valuable
marketing asset.

CREATIVITY
Creativity is a way of thinking. Its
something that stands out.
Creativity is what creates the emotional
connection between your brand and your
customers. Its about visualising and realising
new ideas that keep customers engaged,
connected and inspired. Its a way of
thinking; a skill which is needed at all levels
of an organisation to stand you and your
business apart. Develop the skills to think
creatively and deliver exceptional customer
experiences through emotional connection.

Courses which have a strong focus on

content have been developed to help
you engage with your customers and
audiences. Content marketing strategies
enable you to deliver relevant, valuable
information at all stages of your customer
lifecycle and assist customers to
understand your brand and make informed
purchasing decisions. Learn how to use
content with these key needs in mind.

CUSTOMER
EXPERIENCE

Customer Experience is a key

differentiator for business today.
How you connect and engage
with your customers at every
touch point - how you listen,
how you respond and how you
deliver all impact on experience.
Providing exceptional customer
experience is no longer an option,
its what determines success.

TECHNOLOGY
Technology facilitates greater customer
engagement. The opportunity is
collaboration and interaction.
Courses with a strong technology focus allow
marketers to stay ahead of the curve, explore
new engagement strategies and develop
technology-driven interactive marketing
initiatives. The courses teach not only how to
use the tools in a practical way, but also how
to put technology at the heart
of marketing and advertising approaches.

2014
COURSE
PROGRAM

COURSES AT A GLANCE
Course
Type

Online

Class
Duration

Sydney

Melbourne

Brisbane

Perth

ESSENTIALS
COPYWRITING
ESSENTIALS

Short
Course

1 Day

2 Sep
18 Nov

4 Sep

COPYWRITING FOR
CONTENT MARKETING
ESSENTIALS

Short
Course

1 Day

23 Sep

17 Nov

DIGITAL COPYWRITING
ESSENTIALS

Short
Course

1 Day

23 Sep

DIGITAL MARKETING
ESSENTIALS

Short
Course

2 Days

EMAIL MARKETING
ESSENTIALS

Short
Course

SEARCH ENGINE
MARKETING
ESSENTIALS

17 Sep

19 Sep

22 Oct

11 Nov

25 Nov

27 & 28 Aug
11 & 12 Nov

12 & 13 Nov

19 & 20 Nov

30 Sep
& 1 Oct

1 Day

16 Sep

27 Aug

14 Oct

14 Aug

Short
Course

1 Day

25 Sep

14 Oct

28 Oct

19 Aug

SOCIAL MEDIA
MARKETING
ESSENTIALS

Short
Course

1 Day

13 Aug
27 Nov

9 Sep

11 Sep

24 Sep

SOCIAL SELLING
FOR B2B ESSENTIALS

Short
Course

1 Day

21 Aug

9 Oct

9 Sep

CAMPAIGN
PLANNING & ANALYSIS
ESSENTIALS

Short
Course

CREATIVE SCHOOL

Evening Course: Evening Course:

14 Aug -16 Oct
14 Aug -16 Oct

Certificate

10 Weeks

DATA ANALYSIS
FOR CUSTOMER
EXPERIENCE

Short
Course

1 Day

10 Oct

20 Nov

DIGITAL ANALYTICS

Short
Course

1 Day

10 Sep

12 Nov

21 Aug

DATA-DRIVEN
MARKETING &
ADVERTISING

Short
Course

1 Day

7 Oct

6 Nov

28 Oct

PRIVACY
& MARKETING
COMPLIANCE

Short
Course

1 Day

17 Sep

16 Oct

30 Oct

INTERMEDIATE

5 Nov

Courses are subject to change.

Visit the website to book online. SAVE up to $300 by booking early on some courses.

www.adma.com.au/spark

THE LEADER IN MARKETING,

MEDIA & ADVERTISING EDUCATION
COURSE
PROGRAM

Course
Type

SEARCH ENGINE
OPTIMISATION

DIGITAL
MARKETING

Early
Bird

MEDIA PLANNING
& ACQUISITION

Online

Class
Duration

Short
Course

1 Day

Certificate

10 Weeks:
Evening
or Daytime

Short
Course

1 Day

Sydney

30 Sep

Evening Course:
20 Aug - 12 Nov
Day Course:
26 Sep - 21 Nov

25 Sep

Melbourne

18 Nov

Perth

7 Oct

Evening Course:
18 Aug - 17 Nov Evening Course: Evening Course:
Day Course:
20 Aug - 12 Nov 20 Aug - 12 Nov
19 Sep - 14 Nov

15 Oct

ECOMMERCE PLANNING
& MANAGEMENT

Certificate

RELATIONSHIP
MARKETING

Certificate

10 Weeks:
Evening

B2B MARKETING
STRATEGY

Short
Course

1 Day

4 Sep

24 Oct

B2B DIGITAL
& SOCIAL STRATEGY

Short
Course

1 Day

2 Oct

30 Oct

CONTENT MARKETING
STRATEGY

Short
Course

1 Day

9 Oct

6 Nov

COPYWRITING
ADVANCED

Short
Course

1 Day

15 Sep

23 Oct

CUSTOMER LOYALTY
MARKETING STRATEGY

Short
Course

2 Days

21 & 22 Oct

25 & 26 Nov

DIGITAL MARKETING
STRATEGY

Short
Course

2 Days

3 & 4 Sep

20 & 21 Nov

MOBILE MARKETING
STRATEGY

Short
Course

1 Day

1 Oct

13 Nov

SOCIAL MEDIA
MARKETING STRATEGY

Short
Course

1 Day

20 Aug

10 Sep

Early
Bird

Brisbane

Evening Course: Evening Course: Evening Course:

20 Aug - 12 Nov 20 Aug - 12 Nov 20 Aug - 12 Nov

STRATEGIC

12 Nov

26 Nov

18 & 19 Sep

BOOK NOW!!

www.adma.com.au/spark
7

ADMA 2014
ESSENTIALS
COPYWRITING
ESSENTIALS

COPYWRITING
FOR CONTENT
MARKETING
ESSENTIALS

DIGITAL
COPYWRITING
ESSENTIALS

Marketers often have to turn their

hand to copywriting, whether for
website content, social media,
emails, 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.

There is an ever increasing need

to write content for PR, blogs
and social media, and it requires
a particular approach and style.
This course will help you plan and
write great content that keeps your
customers interested and engaged.

Writing copy for online. Writing

copy for search. Writing copy to get
emails opened and read. Writing
copy for social media. Packed
with practical exercises, youll
walk away understanding how
to address the challenges of the
digital environment.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

Those new to
marketing communications
Marketers writing copy as
part of their role
Marketers wanting to develop
their own materials in-house

Idea generation techniques for

developing compelling stories
Learn basic journalistic writing
techniques
Practice writing for different
channels
Techniques to keep your writing
style interesting and fresh

Short
Course

SYDNEY
MELBOURNE
BRISBANE
PERTH
ONLINE

2 Sep | 18 Nov
4 Sep
17 Sep
19 Sep
Start Anytime

WHO SHOULD ATTEND?

WHAT YOULL LEARN

WHAT YOULL LEARN

A simple, proven and quick
process for writing
How to develop instant headlines,
subject lines and concepts
How to structure your copy: a
beginning, middle and end
Which mediums to use and
how to adapt your style

Content writers for blogs, articles,

PR, and social media
Social community managers
Marketers who need to write
content as part of their role

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

WHAT YOULL LEARN

The foundations for good copy

How those rules change in
the digital space
Effective website and landing
page copy: structure and rules
How to write successfully for email,
social, blogs, search and web

Short
Course

Short
Course

SYDNEY
MELBOURNE

23 Sep
17 Nov

SYDNEY
MELBOURNE
BRISBANE
PERTH

Visit the website to book online. SAVE up to $300 by booking early on some courses.

23 Sep
22 Oct
11 Nov
25 Nov

www.adma.com.au/spark

DIGITAL
MARKETING
ESSENTIALS

EMAIL
MARKETING
ESSENTIALS

SEARCH ENGINE
MARKETING
ESSENTIALS

This course covers the basics of

digital marketing, explaining the
channel options and essential
tactics that tie them all together
in an effective way. Youll cover
channel options, planning and
integration across content,
data, paid media, landing pages,
websites, email, mobile and social
media.

Email is a vital ingredient of digital

marketing, whether as a solus
campaign or as an integral part
of business communications.
This course will help you gain
a deeper understanding of how
email marketing fits into a digital
strategy and how to find better
ways to improve effectiveness,
open rates and deliverability.

Paid search can be a highly costeffective channel. This course is

ideal for marketing and advertising
professionals on both the client
and agency side. Youll cover
off paid and organic search,
localisation and how it all works
together, then putting a plan in
place to manage it.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

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

Communications managers
responsible for business
communications
Marketers responsible for
campaign management
Ideal for both B2B and B2C
marketers, client or agency side

WHAT YOULL LEARN

WHAT YOULL LEARN

The principles of putting together

a good digital marketing strategy
The process of buying online
media and the channel
options available
How to best use the different
channels, and hints and tips
for each
What new and emerging
technologies are likely to impact
marketing in the futureE

Understand the latest technologies

and strategies for email marketing
Best practice for improving
deliverability, open rates and
click-throughs
Best practice for data
management and usage to drive
better results
How to design landing pages to
optimise conversion rates S

27 & 28 Aug
11 & 12 Nov
12 & 13 Nov
19 & 20 Nov
30 Sep & 1 Oct
Start Anytime

Anyone new to search marketing

Marketers responsible for
campaign planning
Ideal for both B2B and B2C
marketers, client or agency side

WHAT YOULL LEARN

How to improve your search

strategies, both short and
long term
What the jargon really means
How to incorporate this
cost-effective channel into
your communications mix
Valuable insights and lessons from
case studies

Short
Course

Short
Course

Short
Course

SYDNEY

MELBOURNE
BRISBANE
PERTH
ONLINE

WHO SHOULD ATTEND?

SYDNEY
MELBOURNE
BRISBANE
PERTH
ONLINE

16 Sep
27 Aug
14 Oct
14 Aug
Start Anytime

SYDNEY
MELBOURNE
BRISBANE
PERTH

25 Sep
14 Oct
28 Oct
19 Aug

BOOK NOW!!

www.adma.com.au/spark

ADMA 2014
ESSENTIALS
SOCIAL MEDIA
MARKETING
ESSENTIALS

SOCIAL SELLING
FOR B2B
ESSENTIALS

CAMPAIGN
PLANNING
& ANALYSIS
ESSENTIALS

How are social media channels

being used - by consumers and
marketers? Which channels should
you use? What content should
you distribute? How can you keep
customers engaged and increase
conversion? How do you manage
your business reputation? These are
the questions tackled on this course.

Learn how to create a social

selling program for your
organisation using LinkedIn and
Twitter. This is a highly practical
course covering the strategy
and tactics of social selling that
will enable your organisation to
generate qualified B2B sales leads.

This course covers the basic

ingredients of campaign success.
It is designed for marketers who
need to understand how the
message and delivery elements
of a campaign determine success
and how to measure and improve
performance.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

Anyone responsible for implementing
their brand or organisations social
media activity, including:
Marketing managers, co-ordinators
and account executives
Social media, community and
event managers
Communication managers
WHAT YOULL LEARN

10

13 Aug & 27 Nov

9 Sep
11 Sep
24 Sep
Start Anytime

WHAT YOULL LEARN

Prospect mapping to identify and

organise your clients and prospects
through LinkedIn and Twitter
Build best-practice profiles for your
company and sales-force to build
brand awareness and grow demand
Connect with clients and
prospects using proven social
networking techniques
Use content to build brand,
grow demand and generate leads
and traffic

Short
Course

SYDNEY
MELBOURNE
BRISBANE
PERTH
ONLINE

Marketers at an early stage of

their career
Those responsible for planning
and executing campaigns
Those looking for best practice
integrated marketing skills

WHAT YOULL LEARN

An engagement framework for

social media marketing
How to measure and monitor
online discussion around your
brand, competitors and industry
How to increase engagement with
your customers on social channels
Which channels to use and what
content to distribute

Sales and Business development

professionals
B2B marketing managers
B2B professionals who want to
learn hands-on skills in social selling

How to plan integrated

marketing campaigns from
concept to execution
Understanding the critical
components of campaign success
including message and targeting
strategies
Measurement testing and
continuous improvement
Techniques for improving response

Short
Course

SYDNEY
MELBOURNE
BRISBANE

21 Aug
9 Oct
9 Sep

Short
Course

ONLINE

Visit the website to book online. SAVE up to $300 by booking early on some courses.

Start Anytime

www.adma.com.au/spark

Ten weeks to creative success

NO PRE-REQUISITES OR EXPERIENCE NECESSARY
Creative School is a 10-week course developed by and taught by some of
Australias leading creative directors for aspiring art directors and copywriters.
Each week you will attend an evening lecture and an evening tutorial session with
leading creatives. Topics covered range from the big idea generation, broadcast,
digital, creative strategy, integrated media and how to pull it all together in a pitch.

10 weeks 7 briefs 7 clients 7 mediums

You will develop your creative skills, get inside advertising agencies and in contact
with the most senior creative directors in the country: the very people who are
looking to hire you.
BENEFITS OF STUDYING WITH ADMA CREATIVE SCHOOL

Youll gain an understanding of the skills and responsibilities as a creative professional

Develop your portfolio working on seven different briefs across multiple industries

Gain direct access to industry leaders and contacts to help you land a job

Learn the skills to create that genuinely big idea that sells and wins awards

Learn how to master presentations and pitching your ideas

CLASSES AVAILABLE IN SYDNEY AND MELBOURNE

Enrol now classes start 14 August

www.adma.com.au/creativeschool

11

ADMA 2014
INTERMEDIATE
DATA ANALYSIS
FOR CUSTOMER
EXPERIENCE

DIGITAL
ANALYTICS

DATA-DRIVEN
MARKETING &
ADVERTISING

Marketers are increasingly

required to understand data
and how to use it to direct their
marketing activities. This course
will help you understand how
a variety of data sources and
techniques can be used to give
you the insights you need to make
effective marketing decisions.

This course is designed to help

marketers understand how data is
used to drive marketing activities
from segmentation to targeting
to automation. The focus is about
driving campaigns and other
strategies as opposed to purely
discovery and insights.

WHO SHOULD ATTEND?

Digital data provides marketers

with valuable insight into your
customers online behaviour
what they do when they visit
your sites, where they come
from and where they go. This
course helps marketers to
make sense of this data and
understand how it can help to
improve customer experience
and marketing performance.

WHO SHOULD ATTEND?

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

WHAT YOULL LEARN

Best practice data management

and processes
1 to 1 marketing segmentation,
targeting and automation
techniques
How to assess data inside and
outside your organisation
Gaining insights from your
customer data analytics
for marketing strategy and
communications

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

12

10 Oct
20 Nov

How to define a metrics

framework for any digital
campaign or company
How to benchmark across
campaigns to unlock hidden insights
How to effectively incorporate
analytics into the planning process

Marketing and advertising

professionals looking to up-skill
in data-driven initiatives
Those looking to broaden their
knowledge in segmentation,
targeting and automation
Those wanting to improve their
acquisition and retention activities

WHAT YOULL LEARN

WHAT YOULL LEARN

Short
Course

SYDNEY
MELBOURNE

WHO SHOULD ATTEND?

How to use data to drive

specific marketing objectives
Understanding available data
sources and when to use them
Turning data into solutions
from gathering to analysis
to implementation
Practical aspects of working
with data

Short
Course

Short
Course

SYDNEY
MELBOURNE
BRISBANE
ONLINE

10 Sep
12 Nov
21 Aug
Start Anytime

SYDNEY
MELBOURNE
BRISBANE
PERTH

Visit the website to book online. SAVE up to $300 by booking early on some courses.

7 Oct
6 Nov
28 Oct
5 Nov

www.adma.com.au/spark

PRIVACY &
MARKETING
COMPLIANCE

SEARCH ENGINE
OPTIMISATION

MEDIA PLANNING
& ACQUISITION

The purpose of the course is to

cover the main regulations which
a marketing and advertising
executive would encounter on
a regular basis. The topics are
viewed from the marketers point
of view rather than a straight run
through of the laws and codes of
practice. So the flow of this course
starts with content development,
continues with data collection
and use, and then concludes with
rules specific to communication
channels.

SEO is a key traffic driver, so this

non-technical course will help you
to explore issues such as how to
use content to increase your search
ranking, why link building is so
important, and the overlap between
social media and SEO.

This course will show you how to

spend your media budget in the
most cost effective way to achieve
your marketing goals. Youll
examine the attributes of each
channel, their suitability for building
brand engagement and how to best
drive response.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

All marketers and advertisers

Business analysts

WHAT YOULL LEARN

An understanding of all laws

and regulations to do with data
and privacy management
Your regulatory obligations
as a marketer
How to gain confidence
in the legality of your marketing
campaigns
How to prevent costly breaches

Marketing managers
Anyone involved in the running
of a website and content
development
Ideal for both B2B and B2C
marketers, client or agency side

WHO SHOULD ATTEND?

Marketing managers and

co-ordinators
Campaign managers
Agency account managers, media
planners and buyers

WHAT YOULL LEARN

WHAT YOULL LEARN

Keyword research & selection guide

Using content to improve
SEO success
On-page and off-page tactics
Improving click-through rates
as well as rankings
Technical aspects of SEO in
plain English

Research customer media

consumption and buying
behaviour
Shortlist and prioritise media
options
Schedule channels for maximum
impact
Allocate your spend to achieve
your desired objectives

Also see ADMA Data Pass on page 15

Short
Course

SYDNEY
MELBOURNE
BRISBANE
ONLINE

17 Sep
16 Oct
30 Oct
Start Anytime

Short
Course

SYDNEY
MELBOURNE
BRISBANE

30 Sep
18 Nov
7 Oct

Short
Course

SYDNEY
MELBOURNE

25 Sep
15 Oct

BOOK NOW!!

www.adma.com.au/spark

13

ADMA 2014
INTERMEDIATE
DIGITAL
MARKETING
Early
Bird

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 or agency side.

ECOMMERCE
PLANNING &
MANAGEMENT

RELATIONSHIP
MARKETING

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. You will
investigate the customer touch points
through a purchase life cycle and how
to integrate key marketing strategies to
build engagement.

Data-driven marketing is critical to

business success. This course will
teach you the core principles of effective
data-driven marketing across a range
of channels online and offline. It
will also teach you the essentials of
database marketing to drive effective
programs for acquisition, conversion
and retention.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

Those who may have only one

perspective of digital, or are a
specialist in one area, 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

CERTIFICATE MODULES

Fundamentals Understand consumers

Fundamentals Content
Fundamentals Data
Tools Owned media: website
Tools Owned media: mobile & email
Tools Owned and earned: social
Tools Paid media
Applications Managing digital
marketing
Applications Campaign planning
Applications Optimisation and
emerging trends
Certificate

10 WEEKS
Evening/Day
SYDNEY
Evening Course:

20 Aug- 12 Nov
Day Course:

26 Sep - 21 Nov
MELBOURNE
Evening Course:

18 Aug- 17 Nov
Day Course:

19 Sep - 14 Nov
BRISBANE
Evening Course:

20 Aug - 14 Nov
PERTH
Evening Course:

20 Aug - 12 Nov
ONLINE
Start Anytime

14

Online retailers who want to

improve their existing operations
and become more profitable
Companies who want to improve
an existing, or set up a new
e-commerce arm to their business
Small-to-medium business owners
or entrepreneurs who want to set
up an online business

Early
Bird

Those new to marketing who

want to understand multi-channel
marketing
Marketers who want to understand
data better and how it can be used
to drive marketing effectiveness
Marketers wanting a framework
for acquiring customers and
relationship marketing

CERTIFICATE MODULES

CERTIFICATE MODULES

Planning
Developing for ecommerce
systems and tools
Measurement & Optimisation
Finding customers stage 1
Finding customers stage 2
Converting sales stage 1
Converting sales stage 2
Retaining and developing
customers
Operational Management 1
- best practice process
Operational Management 2
a closer look at HR

Planning: Customer-centric
strategy
Planning: Integrated campaigns
Creativity
Measurement and testing
Data management basics
Using data to drive effectiveness
Finding customers channel
planning for acquisition
Finding customers digital
acquisition channels
Converting sales
Retention marketing

Certificate

Certificate

ONLINE

Start Anytime

10 WEEKS
SYDNEY
MELBOURNE
BRISBANE
ONLINE

Visit the website to book online. SAVE up to $300 by booking early on some courses.

Evening Course
20 Aug - 12 Nov
20 Aug - 12 Nov
20 Aug - 12 Nov
Start Anytime

www.adma.com.au/spark

DATA PASS
ADMA DATA PASS IS
THE INDUSTRYS DATA
RECOGNITION PROGRAM.
It provides the opportunity for ADMA members to ensure they are data
compliant and demonstrate data credentials to clients and customers.

DATA PASS

www.adma.com.au/datapass
THE ADMA DATA PASS WILL:

Differentiate your business

Give you the competitive edge
Give your clients and staff confidence

HOW DO WE GET THE ADMA DATA PASS?

The ADMA Data Pass is a comprehensive series of online training modules that focus on the areas of
privacy and compliance in the collection, analysis and use of data in marketing and advertising.
There are 7 compulsory and 2 elective modules that need to be completed.
COMPULSORY MODULES

The fundamentals for marketers and advertisers

The regulatory framework
Collecting engaged data
Using personal data for marketing and advertising
Avoiding the spam trap
Marketing with data accuracy
Marketing with data security

ELECTIVE MODULES

Online, social and mobile

Mail and voice
Writing a privacy policy
Creating a single customer view
Understanding big data

Give your business the data edge.

Get the ADMA Data Pass Today.
Accurate. Informed. Compliant.
15

ADMA 2014
STRATEGIC
B2B
MARKETING
STRATEGY

B2B DIGITAL
& SOCIAL
STRATEGY

CONTENT
MARKETING
STRATEGY

This course delivers a framework

for planning and executing a B2B
dedicated marketing strategy.
It shows you how to construct
a numbers-based funnel which
follows the buyers journey and
aligns the efforts of sales and
marketing to maximise results.

This course helps B2B marketing

and business development
managers understand how to
develop an integrated approach to
sales and marketing strategies using
social media and digital channels.

Content is King. Organisations

are increasingly engaging
audiences through storytelling and
conversation. Content fuels this
approach. Learn how to develop
your content marketing strategy and
measure its effectiveness.

WHO SHOULD ATTEND?

B2B marketers looking for a new

marketing framework
Marketers new to a B2B role
Team leaders looking to unify
sales and marketing teams
Sales and account managers
wanting to understand marketing

Define your audience and map

their buyer journey
Understand the strategies and
tactics to reach your market
Understand how funnels work and
how best to use them
Align sales and marketing
processes and teams

B2B marketing managers

Business development managers
Those wanting a strategic view of
how digital and social work in B2B
marketing

Develop a digital and social

strategy right for B2B
Better utilise established
channels like paid and organic
search
Leverage content and
social channels through our
comprehensive guide to
LinkedIn, Twitter, Google+,
Slideshare and YouTube
How to get pull and push tactics
to work together

Short
Course

SYDNEY
MELBOURNE

16

4 Sep
24 Oct

Marketers of all levels responsible

for driving customer engagement
Marketers looking to build deeper
relationships with their audience
Ideal for both B2B and B2C
marketers, client and agency side

WHAT YOULL LEARN

Identify how and where you can

align your content to the customer
Ideas and techniques for creating
and sourcing content
Templates and tools for content
strategy and implementation
Measurement and evaluation of
your content strategy

Short
Course

Short
Course

DATES

DATES

WHO SHOULD ATTEND?

WHAT YOULL LEARN

WHAT YOULL LEARN

WHO SHOULD ATTEND?

SYDNEY
MELBOURNE

DATES
2 Oct
30 Oct

SYDNEY
MELBOURNE

Visit the website to book online. SAVE up to $300 by booking early on some courses.

9 Oct
6 Nov

www.adma.com.au/spark

COPYWRITING
ADVANCED

CUSTOMER
LOYALTY
MARKETING
STRATEGY

DIGITAL
MARKETING
STRATEGY

If you already write copy regularly,

this course will help take your
copywriting to the next level
using advanced copy styles and
techniques. Learn to write copy
that generates response, drives
customer engagement and
increases sales.

It is well known that its cheaper

to keep a customer than to chase
new ones, yet not enough resources
or effort are given to retaining
customers. This course will teach
you how to build a successful
customer retention strategy of your
own; whatever your industry.

Digital technologies have a significant

impact across all areas of business,
regardless of the size, industry
or scope of the organisation. This
course will give you a framework
for strategic planning and digital
marketing campaigns.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

Marketers and advertisers who

review copy as part of their job
Copywriters looking for that next
level of skill
Those looking to refresh their
writing ability
Those who have completed the
Copywriting Essentials course

Those responsible for customer

retention or relationship marketing
Marketers looking to understand
the drivers of loyalty and advocacy
Senior managers developing
retention plans for their
organisation

WHAT YOULL LEARN

Proven creative techniques and

formulae for generating concepts
The copy foundations: word
length, punctuation and structure
The Four Copy Formulae: four
writing styles to write with
Creating customer engagement
through direct response copy

The essential requirements to

building a retention plan
Loyalty contributors: What makes
a customer disloyal, passive or an
advocate
Understanding of the right kind
of retention campaign for your
organisation
How to use digital channels and
social media in the retention
marketing mix

Short
Course

SYDNEY
MELBOURNE
BRISBANE
PERTH

15 Sep
23 Oct
12 Nov
26 Nov

A planning framework for digital

strategy development for your
organisation
How to implement your strategy
by employing the tools for digital
marketing in the most appropriate
way
How other organisations carry out
acquisition, branding and retention
strategies, using case studies
Campaign, product and corporate
digital strategies are all covered

Short
Course

SYDNEY
MELBOURNE

Short
Course

DATES

DATES

DATES

Marketers looking to understand

how to best integrate digital into
their overall marketing strategies
Digital and IT professionals
needing to ensure their strategy
and plans integrate with the overall
organisations plans
Ideal for both B2B and B2C
marketers, client or agency side

WHAT YOULL LEARN

WHAT YOULL LEARN

WHO SHOULD ATTEND?

21 & 22 Oct
25 & 26 Nov

SYDNEY
MELBOURNE
BRISBANE

3 & 4 Sep
20 & 21 Nov
18 & 19 Sep

BOOK NOW!!

www.adma.com.au/spark

17

ADMA 2014
STRATEGIC
MOBILE
MARKETING
STRATEGY

SOCIAL MEDIA
MARKETING
STRATEGY

The growth of mobile usage has

been exponential and has led to
the growth of multiple device
usage inside and outside the home.
This course teaches marketers how
to develop and execute a mobile
strategy in the context of multichannel customer engagement.

This course puts you in the driving

seat by giving you a hands-on live
demo of a social media monitoring
tool, rather than working on
theoretical situations. You will
develop a strategic framework for
your own brand, which you can apply
directly after the course.

WHO SHOULD ATTEND?

WHO SHOULD ATTEND?

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 marketers,
client or agency side

WHAT YOULL LEARN

Using mobile to find, convert and

retain customers
SoLoMo the convergence of
social, location and mobile and
how it applies to your business
Mobile push tactics messaging
and advertisings
QR, AR, NFC, Apps technology
options and how to use them

Training our marketing team with

ADMAs Digital Marketing Certificate
is an integral part of our digital
marketing strategy. The uplift in
performance and results we get
from team members once theyve
completed the course pays dividends
which is why we are repeat
customers.
ROBERT CRACK
General Manager Marketing
Flight Centre

Marketing and account managers

Communication managers
Business owners

WHAT YOULL LEARN

TESTIMONIALS

Assess your own organisations

social media marketing capabilities
Understand how to use social
media monitoring and analytic
tools
Develop a channel plan and
publishing calendar
Address management topics
such as staff policy, resources and
customer services

The day after taking the ADMA Datadriven Marketing and Advertising
Essentials short course (expertly
delivered), I confidently walked into
the office with a list of 12 immediately
actionable points to improve our
business. Would I recommend the
course? Only to people interested in
engaging, useful and results-focused
marketing training.
JAKE CORCORAN
Downies Australia

Jon the course instructor took what

are complex techniques and made
them both exciting and achievable. I
learned more in those 8 hours than in
years of reading blogs!
Short
Course

Short
Course

DATES
SYDNEY
MELBOURNE

DATES
1 Oct
13 Nov

SYDNEY
MELBOURNE

20 Aug
10 Sep

RICH THOMPSON
Media and Communications
Manager, MAF Australia

BOOK NOW!!
18

Visit the website to book online. SAVE up to $300 by booking early on some courses.

www.adma.com.au/spark

CERTIFIED MARKETER
Recognition of YOUR
Professional Development
YOU NEED TO STAND OUT AND ADMAS
CERTIFIED MARKETER PROGRAM IS THE
PERFECT WAY TO SHOWCASE YOUR
SKILLS AND KNOWLEDGE.
The ADMA CERTIFIED MARKETER is a new, innovative industry certification
standard that recognises your current marketing experience and helps you build
on it. Its a symbol of your marketing excellence which shows you have mastered
core data-driven marketing knowledge and your dedication to staying current
and up to date with your marketing knowledge and compliance.

Enrol now
www.adma.com.au/certifiedmarketer

CORPORATE
IN-HOUSE TRAINING
Talk to us about what your team needs.
ADMA can customise and deliver in-house training to teams of 5 or more people via various
methods of delivery both domestic and international.

In-house
Seminar format
Online
Multiple sites
Save time and money with training and content tailored to suit your business needs.
To find out more: inhouse@adma.com.au or call (02) 9277 5406.

www.adma.com.au/spark

MELBOURNE
COPYWRITING ESSENTIALS
COPYWRITING FOR CONTENT
MARKETING ESSENTIALS
DIGITAL COPYWRITING ESSENTIALS
DIGITAL MARKETING ESSENTIALS
EMAIL MARKETING ESSENTIALS
SEARCH ENGINE MARKETING ESSENTIALS
SOCIAL MEDIA MARKETING ESSENTIALS
SOCIAL SELLING FOR B2B ESSENTIALS
CAMPAIGN PLANNING & ANALYSIS ESSENTIALS
CREATIVE SCHOOL
DATA ANALYSIS FOR CUSTOMER EXPERIENCE
DIGITAL ANALYTICS
DATA-DRIVEN MARKETING & ADVERTISING
PRIVACY & MARKETING COMPLIANCE
SEARCH ENGINE OPTIMISATION
DIGITAL MARKETING
MEDIA PLANNING & ACQUISITION
ECOMMERCE PLANNING & MANAGEMENT
RELATIONSHIP MARKETING
B2B MARKETING STRATEGY
B2B DIGITAL & SOCIAL STRATEGY
CONTENT MARKETING STRATEGY
COPYWRITING ADVANCED
CUSTOMER LOYALTY MARKETING STRATEGY
DIGITAL MARKETING STRATEGY
MOBILE MARKETING STRATEGY
SOCIAL MEDIA MARKETING STRATEGY
BRISBANE
COPYWRITING ESSENTIALS
DIGITAL COPYWRITING ESSENTIALS
DIGITAL MARKETING ESSENTIALS
EMAIL MARKETING ESSENTIALS
SEARCH ENGINE MARKETING ESSENTIALS
SOCIAL MEDIA MARKETING ESSENTIALS
SOCIAL SELLING FOR B2B ESSENTIALS
CAMPAIGN PLANNING & ANALYSIS ESSENTIALS
DIGITAL ANALYTICS
PRIVACY & MARKETING COMPLIANCE
SEARCH ENGINE OPTIMISATION
DIGITAL MARKETING
RELATIONSHIP MARKETING
COPYWRITING ADVANCED
DIGITAL MARKETING STRATEGY