Association Academy

Digital Marketing Certificate Course

Course Reading

Course Reading

Students and association professionals can grow their expertise outside of class. Enjoy this list of helpful resources, organized by class topic. The Association Academy  may earn commissions on some purchases.

Week 1: Digital Marketing Introduction

This class helps to build an understanding of the evolution of the marketing discipline. Students learn the marketing roles and how they are commonly allocated in associations.

Digital Marketing Strategy: An Integrated Approach to Online Marketing, 2nd Edition
By Simon Kingsnorth

Digital Marketing For Dummies, 2nd Edition
By Ryan Deiss

The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
By Allan Dib

Week 2: Systems and Data

The Systems and Data class will help students learn to collect and improve the quality of member, customer, and prospect data. Students also learn to select and integrate tools that deliver marketing results.

Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative
By Scott Brinker

Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement, 1st Edition
By Martin Kihn

Chief Marketing Technologist
By Scott Brinker

Week 3: Copywriting and Email Marketing

In the Copywriting and Email Marketing Course, students learn to create compelling personalized messages that drive response. We also discuss how to command classic copy techniques when writing for web, email, social, and video.

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters
By Joseph Sugarman

Copywriting Secrets: How Everyone Can Use The Power Of Words To Get More Clicks, Sales and Profits . . . No Matter What You Sell Or Who You Sell It To!
By Jim Edwards

Week 4: Social Content and Marketing

The Social Content and Marketing course discusses how students can extend content and engagement beyond the web. Learners should understand reasonable social business goals and paid social approaches.

The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI
By Carlos Gil

Brand Storytelling: Put Customers at the Heart of Your Brand Story
By Miri Rodriguez

Week 5: Paid Media Marketing

In the Paid Media Marketing section of the course, students learn to extend promotion beyond email. We discuss simple ways to enter paid media channels. 

500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube, Snapchat, and More!
By Andrew McCarthy

Ultimate Guide to Google Ads
By Perry Marshall, Mike Rhodes, Bryan Todd

Week 6: Content Strategy and SEO

In Content Strategy and SEO, students gain an understanding of the role of content in the association value proposition. The class explores SEO factors and how to increase organic traffic to your association websites.

SEO 2021 Learn Search Engine Optimization With Smart Internet Marketing Strategies: Learn SEO with smart internet marketing strategies
By Adam Clarke

Association Content Strategies for a Changing World

Week 7: Content Marketing and Marketing Automation

In Content Marketing and Marketing Automation, we discuss how to automate communications and nurture members, customers, and prospects. Students will learn to monitor the user experience and drive conversions.

Practical Content Strategy & Marketing: The Content Strategy & Marketing Course Guidebook
By Julia McCoy

Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online
By Brian Halligan, Dharmesh Shah

Inbound Marketing Book
By Tom Poland

Week 8: Analytics and Dashboard

In Analytics and Dashboards, we discuss how to build a test-and-learn approach informed by quantified observation. We learn to unite data into a single view of marketing performance.

Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die
By Eric Siegel

Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform
By Michael Loban, Alex Yastrebenetsky

Week 9: Strategy and Resources

In Strategy and Resources, we discuss how to set long-term objectives and aligning the organization resources needed for success.

The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
By Allan Dib

B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth
By Simon Hall

Digital Marketing Strategy: An Integrated Approach to Online Marketing, 2nd Edition
By Simon Kingsnorth

Week 10: Digital Marketing Recap

In the final class of the Association Digital Marketing Certificate Course, we review key elements from all classes. Students gain an understanding of how to access materials in future.

Be: A No-Bullsh*t Guide to Increasing Your Self Worth and Net Worth by Simply Being Yourself
By Jessica Zweig

This Is Marketing: You Can’t Be Seen Until You Learn to See
By Seth Godin