The digital marketing leadership qualification developed with Google

2015 brochure

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 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

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 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

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 Squared Online 4

What Ill learn

Learning objectives 6
Course syllabus 7

How Ill learn

Tell me more about Award-winning learning experience 8

Live classes 10
Hands-on projects 11

Why I should do it
Whos it for? 12
What do graduates say? 13

Okay, Im ready to enrol 15

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 Squared Online creates the digital marketing leaders of
tomorrow. Developed with Google and powered by AVADO
were 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.

The course also builds leadership and collaboration skills

Introducing Squared Online 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

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What will I learn?
Squared Online is not just about acquiring digital skills. Youll be
challenged to become an effective leader whilst improving your
own personal effectiveness.
As a Squared Online graduate youll be able to:
Evaluate the relationship between digital innovations and
changing consumer behaviour, and communicate how this
relationship will evolve in the future

Propose how an organisation can build an effective digital-first

presence that drives consumer engagement and long/short

60%
focus on increased confidence and term objectives
competence in digital marketing
Use data from a variety of sources to generate insights and
make strategic recommendations

Design digital-first marketing strategies that utilise various

technologies across the entire customer journey

40% focus on increased confidence and skills in

leadership and personal impact 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

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 Course syllabus
Module 1
Embracing change
The impact of digital on the
Skills developed
customer journey, marketing
strategy and business models
Disruption and change
The customer journey
Brand mission
Innovation and change
management
Becoming disruptive
Leadership qualities
Be a risk-taker
Recognise and act
upon opportunities for
innovation
Module 2
Digital trends
A look at the landscape trends
that have redefined consumer
behaviour
Innovation and change
management
Social strategy
Mobile strategy
Leading an agile organisation
Customer-first mindset in
all aspects of marketing
Collaborative approach
Creative problem solving
Group Project
Disruptive digital business
proposition
Module 3
Digital channels and strategy
How brands deliver marketing
strategies using digital
channels
Data-driven customer
segmentation
Paid search and AdWords
Display advertising
Content marketing
Engaging others
Be a digital champion
Confidence in discussing
and executing digital
strategy
Group Project
Marketing proposal
Module 4
Data, analytics and insights
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
Staying human
Ability to balance
ethical concerns with
pragmatism and creativity
Tackle problems directly
Assessment
Individual online assessment
Module 5
Stay ahead of the curve
Evaluate how advancements
in technology will continue to
evolve the way we do business
Programmatic technology
Future digital trends
Culture and organisational
change
Being a change agent
Be a focal point
for breaking down
organisational silos
Embrace diversity
Be a change maker
Group Project
Digital trends whitepaper
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Award-winning learning experience
5 modules
Divided into weekly lessons which include
pre-class activities, a live class and post-
class activities
8
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 post-
class activities
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. Youll be
continually assessed via project work, self-reflection, team
feedback and completion of online activities
A hand when you need it
Whether its classes, projects, group work or anything else
you want to discuss, our friendly Support Team is there
to help
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
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 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.

There are additional live and recorded sessions throughout

the course featuring guest speakers to share knowledge,
Tell me more about inspire and give new perspectives.

Building a Cross channel Leading in the

disruptive business attribution 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.

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 Project work
Group work and practical experiences are the cornerstone of
Squared Online. Its a one-of-a-kind approach to learning, and
its what makes our course different.

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.

Tell me more about Pass or fail as a team!

Groups are carefully assigned to ensure a mix of skills
and backgrounds
6 to 8 people per group

Youll work with your team to:

Pitch an innovative business idea
Develop an integrated marketing plan
Research and produce a whitepaper on digital trends

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 Marketing managers and executives
Aiming to expand their digital understanding outside
of channel specialities to develop overall strategy and
manage digital within their organisation

Graduates
Looking to make the jump into digital and fast-track into a
Whos it for? 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

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What do graduates say?
Squared Online is not just about acquiring
digital skills. Youll be challenged to become 4 in 5
have developed stronger
an effective leader, whilst improving your
own personal effectiveness. leadership capabilities

2 in 3
96%
of graduates are more confident
have progressed their career since
graduating, including new jobs, promotions,
pay rises and increased responsibility
discussing digital strategy and execution

Squares are:

Fully committed: Dynamic, bright, positive Curious and willing Self-reflective, Not afraid to have
were about action, not and hardworking to find answers for collaborative and able an opinion and to
just talk themselves to work effectively in contribute
teams

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My confidence regarding digital topics has improved dramatically: I feel fully armed
with knowledge. Ive 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
Okay, Im ready to enrol
Places on Squared Online are priced at 1,799 plus VAT

Payment options:

Employer funded places Take the next step

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.
To find out more about the next available start date, email
our Admissions team at admissions@wearesquared.com
or call 020 7173 5938 Monday - Friday 09:00 - 18:30

Instalment options for individuals

If youre paying for Squared Online yourself, a deposit of
250 is required to secure your place and you can pay in
instalments, with no interest.

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The digital marketing leadership qualification developed with Google