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

Quarter: Winter
Instructor(s): Jason McDonald
Duration: 10 weeks
Location: Online
Date(s): Jan 13—Mar 17
Class Recording Available: Yes
Class Meeting Day: Tuesdays
 
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $640
   
Refund Deadline: Jan 15
 
Unit(s): 1
   
Enrollment Limit: 85
  
Status: Closed
 
See syllabus for details (subject to change)
Join wait list
Quarter: Winter
Day: Tuesdays
Duration: 10 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Jan 13—Mar 17
Unit(s): 1
Location: Online
 
Tuition: $640
 
Refund Deadline: Jan 15
 
Instructor(s): Jason McDonald
 
Enrollment Limit: 85
 
Recording Available: Yes
 
Status: Closed
 
See syllabus for details (subject to change)
 
Join wait list
This course will provide students with a comprehensive understanding of today's digital channels and methodologies for capturing consumers' attention at critical decision-making moments. Key topics will include:

  • Social media: Explore the intricacies of Facebook, Instagram, X, and LinkedIn. Learn about audience behavior and content strategy to engage and increase your followers.
  • SEO: Decode the science of ranking on search engines. Uncover the nuances of on-page, off-page, and technical SEO and their relationship with content marketing.
  • Content marketing: Create compelling, value-driven content that resonates with your audience and drives conversion using blogs, ebooks, podcasts, and webinars.
  • Online advertising: Navigate performance, pay-per-click, display advertising, and social media ads. Understand ad targeting, budgeting, and metrics to ensure high return on investment and brand visibility.
  • AI: Discover practical tactics to use the latest AI tools for digital marketers.
This course will help students integrate theoretical understanding with practical applications, culminating in the development of an original digital marketing plan.

Students who have completed BUS 166 W: "Social Media Marketing" or BUS 163 W: "Search Engine Optimization: Practical Marketing Techniques" are encouraged to enroll, 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:

(Optional) Jason McDonald, Social Media Marketing Workbook: How to Use Social Media for Business (ISBN 979-8871228586)
(Optional) Jason McDonald , SEO Workbook: Search Engine Optimization Success in Seven Steps (2025 Marketing - Social Media, SEO, & Online Ads Books) (ISBN 979-8872234982 )
(Optional) Jason McDonald, Google Ads (AdWords) Workbook: Advertising on Google Search, the Display Network, and Video (ISBN 979-8329539561)