Digital Marketing Fundamentals

This course is designed to help startups and other small businesses navigate the digital marketing world. This will be divided across three workshops, held on Tuesdays from 14 January to 28 January.

Workshop 1: Introduction to Digital Marketing
* Understand the differences between the major digital channels
* Map your customer journey across multiple touchpoints from awareness to acquisition, conversion and retention
* How to diversify your traffic - don't put your eggs in one basket
* How to measure success

Workshop 2: Google AdWords
* What is Google AdWords and why it matters
* Planning and managing a successful AdWords campaigns

Workshop 3: Google Analytics
* Understanding what Google Analtyics can and can't do
* What are the best metrics to track
* How to create goals, funnels and advanced segments
* Turning data into actionable insights

About Mal Chia
Mal Chia is one of Australia’s most respected digital marketers with more than 10 years experience in both client and agency-side roles.
Beginning his career in music and journalism, he fell into a career in marketing where he quickly made his mark as an online visionary, going on to hold senior digital roles with the Adelaide Fringe, Fresh 92.7 and the University of Adelaide.
Mal has worked on international digital campaigns crossing every discipline from search to display advertising, social media and mobile as well as been responsible for driving the acquisition and conversion strategies behind some of Australia’s biggest websites. He is a certified Google professional, managing and training clients in the use of AdWords and Analytics.
He is a highly regarded business advisor and has also served on several not-for-profit boards including Cirkidz, Radio Adelaide 5UV and the Australia-Israel Chamber of Commerce.