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BUS 198 — End-to-End Digital Marketing: Social, SEO, and Content Marketing

Quarter: Winter
Day(s): Tuesdays
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
Unit: 1
Tuition: $620
Instructor(s): Jason McDonald
Limit: 80
Class Recording Available: Yes
Status: Open
ACCESS THE SYLLABUS » (subject to change)
Live Online(About Formats)
6:00—7:30 pm (PT)
Jan 16—Mar 19
10 weeks
Refund Date
Jan 18
1 Unit
Jason McDonald
ACCESS THE SYLLABUS » (subject to change)
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.
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.

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.