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BUS 218 — Marketing Without Money: SEO and Social Media

Quarter: Summer
Day(s): Thursdays
Course Format: On-campus
Duration: 5 weeks
Date(s): Jun 28—Jul 26
Time: 7:00—9:30 pm
Drop Deadline: Jul 11
Unit: 1
Tuition: $465
Instructor(s): Jason McDonald
7:00—9:30 pm
Jun 28—Jul 26
5 weeks
Drop By
Jul 11
1 Unit
Jason McDonald
Creating online publicity with little or no money is the holy grail of marketers today. SEO (search engine optimization) is the art and science of getting your company, product, or service to the top of Google or Bing search results. Social media marketing, in contrast, cultivates a positive brand image on Facebook, Twitter, or YouTube, and encourages your customers to share your marketing message across social sites. The goal is obvious: Get free Internet publicity. The means is not.

Whether you are an entrepreneur, a small-business owner, or a marketing manager at a large company or nonprofit, this course will help you better understand the online marketing environment. Beginning with SEO, we will discuss how to construct a Google-friendly website and build links, social mentions, and authority. Then, we will dive into social media marketing, using the analogy of a party. How do you throw a great Facebook party? A LinkedIn soirée? A YouTube meet-and-greet? And how do you use Twitter, Instagram, Pinterest, and others to nurture a positive brand image and encourage your customers to share your message? By the end of the course, you will know how to take the theory of SEO and social media marketing and transform it into a systematic online marketing plan.

Jason McDonald, Director, JM Internet Group

Jason McDonald is an Internet marketing consultant specializing in SEO, social media marketing, and Google AdWords. He is the author of several books on Internet marketing, including Social Media Marketing Workbook, SEO Fitness Workbook, AdWords Workbook, and Social Media Tools. He received a PhD from UC Berkeley.

Textbooks for this course:

Students are required to purchase the 2018 editions of the course books.
(Required) Jason McDonald , SEO Fitness Workbook 2018 (ISBN 1540537692)
(Required) Jason McDonald , Social Media Marketing Workbook 2018 (ISBN 1539598144)