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Digital Marketing Certification Agenda for General Managers


By Brian Pasch

With more marketing dollars being shifted to digital strategies, General Managers need to inspect their digital marketing investments. Since over 80% of car shoppers will visit the dealer’s website,  General Managers need to make sure their “digital” showroom is delivering a great customer experience.  GMs can not afford to be held hostage by vendors that do not disclose, share, and collaborate on their marketing data.

The Digital Marketing Certification Program for General Managers begins in June and I am very excited about teaching the first round of candidates, along with the best subject matter experts from PCG. The two-day course is designed for General Managers who want to be able to inspect, manage, and refine their digital marketing investments.

The program includes blended learning so all candidates will participate in a pre-classroom webinar and also a post classroom online test, and coaching webinar.  All attendees will also receive a copy of my latest book “Mastering Automotive Digital Marketing”.

If the dealership has a Digital Marketing Manager (DMM) or internal resources assisting with the dealership’s digital strategy, the course will also help GMs manage their team.  If most of the digital marketing is outsourced, this certification program will help GMs better manage their vendors.


GM Digital Marketing Certification Course – Level 1

Fly into Newark Airport (EWR) on the evening prior to Day One, and drive down to the Sheraton Hotel in Eatontown, NJ. Candidates who arrive by 7:00 pm can join in for a group casual dinner. The two-day course will cover five specific learning objectives, and will include two hands-on Lab Sessions to apply the knowledge to the GM’s specific digital strategy.

On Day Two there will also be a Team Project regarding vendor accountability. Working together with other General Managers, teams will be created to map out their digital marketing accountability strategy in the dealership based on recommendation in the course book.

Attendees should arrive with a laptop computer so they can participate in the live training and lab activities. All registrants will receive a pre-classroom guide so that they will be prepared and able to fully leverage the training in the classroom setting.

Day One Schedule

7:30 am Breakfast
8:30 am Course Overview
9:00 am Learning Objective #1
10:30 am Break
11:00 am Learning Objective #2
12:30 pm Lunch
1:30 pm Learning Objective #3
3:00 pm Break
3:30 pm Hands-On Lab – Applying Knowledge
5:00 pm  Day One Quiz
6:00 pm Reception and Dinner

Day Two Schedule Schedule

7:30 am Breakfast
8:30 am Review of Quiz Answers
9:00 am Learning Objective #4
10:30 am Break
11:00 am Learning Objective #5
12:30 pm Lunch
1:30 pm Hands-On Lab – Applying Knowledge
3:00 pm Break
3:30 pm GM Team Project on Accountability
5:00 pm  Day Two Quiz
6:00 pm Reception and Dinner at PCG HQ

Attendees can fly out in the evening on Day Two, on a flight after 8:30 pm from EWR, but they should not leave early to miss the classes on Day Two.  If attendees miss classes, they will not be able to take their final exam and receive certification for Level 1.

It is recommended that attendees fly out early on the following morning after classes are completed.  This will allow attendees to experience the reception at the PCG Corporate Offices.

Register For The Certification Program

If you would like more information about registration for the June classes, contact Carrie Hemphill at 908-601-6475.  Seating is limited to 15 General Managers, so call and get booked today.


Brian Pasch, CEO
PCG Consulting


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