fullscreen background
Skip to main content

Summer Quarter

Summer Registration Now Open
Most Classes Begin Jun 24
shopping cart icon0

Courses


« Back to Professional & Personal Development

BUS 198 — Digital Marketing: Social Media, SEO, Content, and Advertising

Quarter: Summer
Instructor(s): Jason McDonald
Duration: 10 weeks
Format/Location: Live Online
Date(s): Jun 25—Aug 27
Class Recording Available: Yes
Class Meeting Day: Tuesdays
 
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $620
   
Refund Deadline: Jun 27
 
Unit(s): 1
   
Enrollment Limit: 80
  
Status: Open
 
Quarter: Summer
Day: Tuesdays
Duration: 10 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Jun 25—Aug 27
Unit(s): 1
Format/Location: Live Online
 
Tuition: $620
 
Refund Deadline: Jun 27
 
Instructor(s): Jason McDonald
 
Enrollment Limit: 80
 
Recording Available: Yes
 
Status: Open
 
This course, tailored for both emerging marketers and experienced professionals, will provide students with a comprehensive understanding of today's digital channels and methodologies for capturing consumers' attention at critical points of decision-making. Key topics covered in this course will include:

  • Social media: Dive into the intricacies of major platforms like Facebook, Instagram, X (formerly Twitter), and LinkedIn. Learn about audience behavior and content strategy to engage and increase your followers.
  • SEO (search engine optimization): Decode the science of ranking on search engines. Uncover the nuances of on-page, off-page, and technical SEO and their symbiotic relationship with content marketing.
  • Content marketing: Learn the importance of storytelling in the digital age. Create compelling, value-driven content that resonates with your audience and drives conversion using blogs, ebooks, podcasts, and webinars.
  • Online advertising: Navigate the world of performance, pay-per-click, display advertising, and social media ads. Understand ad targeting, budgeting, and metrics to ensure a high return on investment and brand visibility.
  • Artificial intelligence (AI): Practical tactics to use the latest AI tools tailored for digital marketers.
This course will help students weave together a theoretical understanding with practical applications, culminating in developing an original digital marketing plan. In doing so, students will advance their professional expertise and solidify their marketability in a workforce that values adaptability and the ability to stay ahead of industry shifts.

Students who have completed BUS 166 W: "Social Media Marketing" or BUS 163 W: "Search Engine Optimization: Practical Marketing Techniques" are encouraged to participate, as the content is new.

JASON MCDONALD
Director, JM Internet Group

Jason McDonald is an internet marketing consultant specializing in SEO, social media marketing, and Google Ads. He is the author of several books on internet marketing, including Social Media Marketing Workbook, SEO Workbook, Google Ads Workbook, and Marketing: Ultimate Almanac of Free Marketing Tools. He received a PhD from UC Berkeley.

Textbooks for this course:

(Recommended) Jason McDonald, Social Media Marketing Workbook: How to Use Social Media for Business (2024 Marketing - Social Media, SEO, & Online Ads Books) (ISBN 979-8871228586)
(Recommended) Jason McDonald , SEO Workbook: Search Engine Optimization Success in Seven Steps (2024 Marketing - Social Media, SEO, & Online Ads Books) (ISBN 979-8872234982)
(Recommended) Jason McDonald, Google Ads (AdWords) Workbook (2023): Advertising on Google Ads, YouTube, & the Display Network (ISBN 979-8361665082)