fullscreen background
Skip to main content

Winter Quarter

Winter Catalogues
Now Available
Registration Opens Nov 30
shopping cart icon0

Courses

« Back to Professional & Personal Development

BUS 155 — Multichannel Marketing and Communications

Quarter: Winter
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Jan 12—Mar 2
Time: 6:00—7:50 pm (PT)
Drop Deadline: Jan 14
Unit: 1
Tuition: $545
Instructor(s): Melissa McVicker
Status: Registration opens Nov 30, 8:30 am (PT)
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
Winter
Live Online(About Formats)
Tuesdays
6:00—7:50 pm (PT)
Date(s)
Jan 12—Mar 2
8 weeks
Drop By
Jan 14
1 Unit
Fees
$545
Instructor(s):
Melissa McVicker
Registration opens Nov 30, 8:30 am (PT)
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
When today’s buyers are deciding if they will make a purchase, they can pull information from many sources—social media, review sites, company websites, retail locations, media, and advertising—at different points along their decision journey. This gives marketers considerable choice among the channels they can use to reach buyers at critical decision points. For instance, they can use search engine marketing or social media influencers to generate awareness of their products, or create online how-to videos to promote product features. The goal of this course is to provide an overview and an actionable framework to help you effectively communicate to your audience through multiple channels. We will define your target audiences and your buyer’s unique journey to a purchase. We will match specific marketing content to each stage of the buyer’s journey—for instance, comparison guides when they are researching a product, or competitive estimates when they are ready to make a purchase. Based on this mapping, we will define the optimal channels (advertising, social media, events and experiences, websites and applications) to deliver the content. You will complete the course with a multichannel marketing plan that includes a description of your buyers and their purchasing process, and a map of the content and delivery channels that will have the most impact on that process.

Melissa McVicker, Associate Vice President, HR Communications, Stanford

Melissa McVicker advises and consults on strategic communications, branding, marketing, and employee engagement. She builds meaningful communications designed to engage people and maximize results. She has more than twenty years of marketing and communications experience, including more than fifteen years at Intel. McVicker received an MBA from UCLA.
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)