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Squared Online Digital Marketing Course

Squared Online is our award-winning digital marketing leadership qualification. Develop your knowledge and gain hands-on experience to advance to the next stage of your career.

Throughout the course you don’t just learn theory – you learn practical skills. Squares learn how to evaluate and execute digital strategies by working through real life examples and group projects. Just like they would on the job.

Collaboration first

Digital leadership is about being responsive and prepared to navigate the digital landscape. And through collaborative learning, our Squares excel at this.

For each of the five modules, you’ll complete an online group project with your classmates, learning how to think critically on your feet and drive meaningful change in the workplace.

Learn from experts

You’ll join interactive live classes each with a new topic and expert speaker. They’ll share their first-hand experience, giving you an understanding of what it’s like to be at the centre of the industry. You can even ask them questions.

Our weekly live classes are engaging, upbeat and interactive with questions, activities and chat-based discussions throughout. We finish up with a Q&A and the class is always recorded, just in case you miss a week or want to re-watch.

 

What you’ll learn

You’ll start your Squared Online journey by exploring the concept of digital disruption and what it means for your role in marketing. As consumer behaviour and technology change rapidly, companies are pressured to transform marketing practices to stay relevant in business. You’ll identify characteristics that lead to successful adaptation and obstacles that sometimes cause organisations to struggle.

Digital marketing topics covered in Module 1:

  • Digital disruption and marketing transformation
  • Changes in consumer behaviour
  • Changes in the technology landscape
  • Adopting a digital-first approach in organisational characteristics and leadership behaviour

By the end of this module, you’ll be able to:

  • Explain why digital disruption is forcing businesses to embrace digital-first marketing strategies
  • Analyse disruptive changes in technology and consumer behaviour in order to transform marketing strategies in your organisation
  • Suggest how businesses should adopt digital-first behaviours to survive in the digital age

Leadership challenge – leading the way through digital change

As digital disruption puts pressure on companies to adapt, some respond well, and others struggle. Because of this, marketers need to take the lead on driving change. This module explores four key attributes of digital leaders, which you’ll continue to develop throughout your Squared journey.

What you’ll learn

Your customers play a critical role and their needs will guide your overall marketing transformation. In Module 2, you’ll examine the non-linear customer journey in the digital age and the frameworks to map customer experience with your brand. Your understanding of customer needs throughout the journey will help you to effectively build your brand mission and devise relevant social and content strategies for your customers.

Digital marketing topics covered in Module 2:

  • Customer journey
  • Brand mission
  • Social
  • Content

By the end of this module, you’ll be able to:

  • Apply customer journey frameworks to map your customer needs and the moments that matter to them
  • Suggest ways to align your brand values with customer needs and across your marketing practices to create a seamless customer experience
  • Propose social engagement strategies that address the interests of your targeted segments and brand values
  • Create a cohesive content plan to reach your audience with the right messages at specific moments in their journey

Leadership challenge – applying collaborative leadership and customer-centricity

In this module, you’ll examine various case studies that show a lack of consistency in brand messaging because of fragmented marketing functions within the organisation. You’ll learn how these companies break down marketing silos and work collaboratively to address customer needs throughout the customer journey.

What you’ll learn

In the digital age, your customers expect real-time interactions with your brand in the moments that matter to them. In Module 3, you’ll learn how to reach your customers with content using multiple channels. And timing is key! You’ll learn how to ensure that your messages reach them at the right time. This module goes deeper into industry best practice on mobile design and search and display. You’ll conclude by learning more about programmatic technology, and how it creates a seamless and integrated customer journey.

Digital marketing topics covered in Module 3:

  • Mobile technology
  • Search
  • Display and video
  • Programmatic technology

By the end of this module, you’ll be able to:

  • Utilise mobile technology to engage with your customers across their journey
  • Plan an effective search campaign that assists your customers in their decision making process across the customer journeys
  • Develop relevant display and video strategies to engage with your customers across their journeys
  • Devise a programmatic approach that integrates different channels to optimise your marketing strategies

Leadership challenge – unifying technology choices

In this module, you’ll look at case studies from companies that have successfully implemented unified technology solutions to deliver messages at the right time across the customer journey. You’ll examine the specifics of what these companies did to adopt the right technology and ways of working to come up with similar solutions.

What you’ll learn

At this stage of your Squared Online journey, you’ll have mastered creating content and using technology for a seamless customer journey. Next up, Module 4 is all about data and analytics! You’ll learn the fundamentals of analytics and build a measurement plan to track successes (and failures), all to help inform future marketing decisions.

Digital marketing topics covered in Module 4:

  • Introduction to data and analytics
  • Google Analytics
  • Attribution
  • Single customer view

By the end of this module, you’ll be able to:

  • Explain the fundamentals of data and analytics to help you make strategic marketing decisions
  • Develop a marketing measurement plan to translate your business objectives into goals, KPIs, segments and targets
  • Derive customer insights using Google Analytics to inform effective marketing activities
  • Apply attribution models to optimise your budget allocation across marketing channels
  • Devise strategies to tackle data fragmentation in your organisations to create a single customer view

Leadership challenge – tackling data fragmentation

In this module, you’ll analyse case studies illustrating the ways that fragmented data leads to irrelevant or ill-timed campaigns to customers. Throughout the module, you’ll learn about technology that addresses fragmentation and ways of working that will help you integrate customer data into a single customer view.

What you’ll learn

In Module 5, you’ll look ahead to the technology developments that continually transform the marketing landscape. You’ll also examine the key aspects of organisational culture that could either help or hinder marketing transformation. And at this point, you’ve mastered the ins and outs of the digital landscape and the opportunities and challenges that come with that. You’ll reflect on what you’ve learned, evaluate how you’ve achieved your goals, and develop an action plan to put everything you’ve learned into action.

Digital marketing topics covered in Module 5:

  • Latest technology developments
  • Organisational culture
  • Connecting the dots

By the end of this module, you’ll be able to:

  • Evaluate the impact of the latest technology developments on your marketing strategies in order to drive future business decisions
  • Examine how an organisation’s culture can help or hinder the adoption of digital first and customer-centric marketing strategies
  • Recommend ways to enhance digital-first and customer-centric behaviours and marketing strategies that will enable your organisation to thrive in the future

Leadership challenge – becoming an agent for change

With the digital landscape evolving rapidly, leaders need to embrace change. In this module, you’ll bring together all the skills and attributes to develop your ability to drive change in a constantly changing environment. At the end of the course, you’ll bring together your digital marketing and leadership knowledge to develop an action plan that will help you to become a ‘change agent’ in your own organisation.