2015 brochure. The digital marketing leadership qualification developed with Google
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1 2015 brochure The digital marketing leadership qualification developed with Google 1
2 We gave AVADO the challenge to re-imagine our Squared programme in marketing and digital leadership, and create an online version of a face-to-face experience. The learning methodology for Squared Online is simply outstanding. It has allowed thousands of people to follow the course while keeping it immersive, experiential, social and practical. This really transforms behaviours. Shuvo Saha Director, Google Digital Academy 2
3 Squared Online is the award-winning digital marketing leadership course developed with Google. Developed with Powered by Endorsed by Endorsed by Accredited by Awarded by 3
4 Tell me more about Squared Online What I ll learn Learning objectives Course syllabus How I ll learn Award-winning learning experience Live classes Hands-on projects Why I should do it Who s it for? What do graduates say? Okay, I m ready to enrol
5 Squared Online creates the digital marketing leaders of tomorrow. Developed with Google and powered by AVADO we re at the forefront of an innovative movement in online learning. The course takes place online over five months. Taught by industry experts, you will increase your confidence and competence in digital strategy. Introducing Squared Online The course also builds leadership and collaboration skills through an interactive and hands-on approach: Form a strategic overview of digital today Develop curiosity and passion to stay ahead of trends for what the landscape will look like tomorrow Understand the tools and strategies required in an integrated marketing environment Build essential leadership and collaborative skills for working successfully in teams 5
6 What will I learn? Squared Online is not just about acquiring digital skills. You ll be challenged to become an effective leader whilst improving your own personal effectiveness. As a Squared Online graduate you ll be able to: Evaluate the relationship between digital innovations and changing consumer behaviour, and communicate how this relationship will evolve in the future 60% focus on increased confidence and competence in digital marketing Propose how an organisation can build an effective digital-first presence that drives consumer engagement and long/short term objectives Use data from a variety of sources to generate insights and make strategic recommendations 40% focus on increased confidence and skills in leadership and personal impact Design digital-first marketing strategies that utilise various technologies across the entire customer journey Work proactively in teams to deliver virtual projects that influence change, to tight deadlines and complex specifications Advocate ways to drive organisational change by bringing together skills in digital strategy and leadership 6
7 Course syllabus Module 1 Module 2 Module 3 Module 4 Module 5 Embracing change Digital trends Digital channels and strategy Data, analytics and insights Stay ahead of the curve Skills developed The impact of digital on the customer journey, marketing strategy and business models Disruption and change The customer journey Brand mission Innovation and change management A look at the landscape trends that have redefined consumer behaviour Innovation and change management Social strategy Mobile strategy How brands deliver marketing strategies using digital channels Data-driven customer segmentation Paid search and AdWords Display advertising Content marketing Using analytics and data to evaluate your marketing effort and generate insights Data and insights Google Analytics Engagement, conversion and attribution Doing the right thing in the digital age Evaluate how advancements in technology will continue to evolve the way we do business Programmatic technology Future digital trends Culture and organisational change Leadership qualities Becoming disruptive Be a risk-taker Recognise and act upon opportunities for innovation Leading an agile organisation Customer-first mindset in all aspects of marketing Collaborative approach Creative problem solving Engaging others Be a digital champion Confidence in discussing and executing digital strategy Staying human Ability to balance ethical concerns with pragmatism and creativity Tackle problems directly Being a change agent Be a focal point for breaking down organisational silos Embrace diversity Be a change maker Group Project Disruptive digital business proposition Group Project Marketing proposal Assessment Individual online assessment Group Project Digital trends whitepaper 7
8 Award-winning learning experience modules Divided into weekly lessons which include pre-class activities, a live class and postclass activities 5 months On average students spend 6-8 hours a week on coursework over 25 weeks Virtual Campus This is where it all happens. Join live classes, participate in discussions, watch streamed content, collaborate with classmates and complete pre-and postclass activities 8
9 Individual activities Some hands-on work to prepare for the live class, or apply concepts from the live class in context post-class Hands-on group projects Collaborate in teams on projects related to real-world business scenarios and gain practical experiences, whilst developing your team-working and leadership skills Continuous assessment There are no essays or exams in Squared Online. You ll be continually assessed via project work, self-reflection, team feedback and completion of online activities Live classes The hour-long weekly interactive live classes are dynamic and discursive, giving you the opportunity to interact with expert tutors, guest speakers and other students Developed with Google We work in partnership with Google subject matter experts and industry leaders so you get the latest thinking and an education without bias Form your own network of digital leaders Connect with digital marketers across the world and build lasting relationships to share knowledge, experience and ideas throughout the course and beyond A hand when you need it Whether it s classes, projects, group work or anything else you want to discuss, our friendly Support Team is there to help 9
10 Live classes Forget static, boring webinars. Log in and connect with hundreds of students from around the world to attend live classes like no other. Hand-picked, industry experts present the latest B2B and B2C case studies and add colour to the content with their own experience. Tell me more about There are additional live and recorded sessions throughout the course featuring guest speakers to share knowledge, inspire and give new perspectives. Building a disruptive business Cross channel attribution Leading in the digital economy Interactive, dynamic and engaging. Each class provides plenty of opportunities for discussion and debate, in addition to white board activities, videos, polls, breakout sessions and a Q&A with your tutor to round it all off. 10
11 Project work Group work and practical experiences are the cornerstone of Squared Online. It s a one-of-a-kind approach to learning, and it s what makes our course different. Tell me more about Foster a collaborative mindset as you work in teams on virtual group projects based on real-life strategic business challenges in four out of five modules. Get to grips with virtual collaboration tools and integrate technology into everyday working practices. Pass or fail as a team! Groups are carefully assigned to ensure a mix of skills and backgrounds 6 to 8 people per group You ll work with your team to: Pitch an innovative business idea Develop an integrated marketing plan Research and produce a whitepaper on digital trends 11
12 Marketing managers and executives Aiming to expand their digital understanding outside of channel specialities to develop overall strategy and manage digital within their organisation Who s it for? Graduates Looking to make the jump into digital and fast-track into a competitive, creative and fast-moving industry Directors and heads of department Aiming to understand marketing strategies in the face of digital disruption, championing talent in their organisations Career changers Seeking to change direction and make the jump into an exciting new career 12
13 What do graduates say? Squared Online is not just about acquiring digital skills. You ll be challenged to become an effective leader, whilst improving your own personal effectiveness. 4 in 5 have developed stronger leadership capabilities 96% of graduates are more confident discussing digital strategy and execution 2 in 3 have progressed their career since graduating, including new jobs, promotions, pay rises and increased responsibility 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 13
14 My confidence regarding digital topics has improved dramatically: I feel fully armed with knowledge. I ve successfully secured and managed a number of EU and global partnerships which were all negotiated using the knowledge I gained throughout Squared Online. Joseph Aquilina Global Commercial Partnerships, Red Bull
15 Okay, I m ready to enrol Places on Squared Online are priced at 1,799 plus VAT Payment options: Employer funded places Squared Online is a powerful way to develop and apply digital expertise quickly, so your employer may be interested in funding your place on the programme. Many of our students received funding from their employer - and we can help you with the paperwork. Take the next step To find out more about the next available start date, our Admissions team at admissions@wearesquared.com or call Monday - Friday 09:00-18:30 Instalment options for individuals If you re paying for Squared Online yourself, a deposit of 250 is required to secure your place and you can pay in instalments, with no interest. 15
16 16 The digital marketing leadership qualification developed with Google
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