BUS 198 — Digital Marketing: Social Media, SEO, Content, and Advertising
Quarter: Winter
Instructor(s): Jason McDonald
Date(s): Jan 5—Mar 9
Class Recording Available: Yes
Class Meeting Day: Tuesdays
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $665
Refund Deadline: Jan 7
Unit(s): 1
Enrollment Limit: 85
Status: Registration opens Nov 30, 8:30 am (PT)
Quarter: Winter
Day: Tuesdays
Duration: 10 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Jan 5—Mar 9
Unit(s): 1
Tuition: $665
Refund Deadline: Jan 7
Instructor(s): Jason McDonald
Enrollment Limit: 85
Recording Available: Yes
Status: Registration opens Nov 30, 8:30 am (PT)
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:
This course will help students integrate theoretical understanding with practical applications, culminating in the development of an original digital marketing plan.
- 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:
There are no required textbooks; however, some fee-based online readings may be assigned.