BUS 198 — End-to-End Digital Marketing: Social, SEO, and Content Marketing
Course Format: Live Online (About Formats)
Duration: 10 weeks
Date(s): Jan 16—Mar 19
Time: 6:00—7:30 pm (PT)
Refund Deadline: Jan 18
Instructor(s): Jason McDonald
Class Recording Available: Yes
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.
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 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.
Director, JM Internet Group
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.