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Winter Registration Opens Nov 29
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BUS 155 — Optimizing Your Marketing Content and Channels

Quarter: Winter
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Jan 25—Mar 15
Time: 6:00—7:50 pm (PT)
Refund Deadline: Jan 27
Unit: 1
Tuition: $545
Instructor(s): Melissa McVicker
Class Recording Available: Yes
Status: Registration opens Nov 29, 8:30 am (PT)
DOWNLOAD THE SYLLABUS » (subject to change)
Live Online(About Formats)
6:00—7:50 pm (PT)
Jan 25—Mar 15
8 weeks
Refund Date
Jan 27
1 Unit
Melissa McVicker
Registration opens Nov 29, 8:30 am (PT)
DOWNLOAD THE SYLLABUS » (subject to change)
Whether you are delivering a product or service, or marketing yourself for your next career move, your main challenge is finding people interested in what you have to offer. In today's environment, you have to meet people where they are and when they are ready. Before accepting your offer, people need to gather information at multiple points along their decision journey and from many sources simultaneously—social media, customer reviews or recommendations, websites and potentially retail locations, media and news, and advertising.

This course will help you build an actionable plan to communicate with your audience through the most effective channels. After defining your unique value proposition, we will determine your target audience and your buyer’s specific journey, matching content and information to each stage of the customer journey. Based on this mapping, we will define the optimal channels to deliver content. Guest speakers from the technology and social media industries will present case studies from companies such as Facebook, Too Faced Cosmetics, and Intel on influencer marketing, content marketing, press relations, and social media, demonstrating the linkage of a customer’s journey, content needs, and channel selection. You will complete the course with a marketing plan that includes your unique value proposition, a description of your buyers and their purchasing journey, and a map of the content and delivery channels that will have the most impact on their buying decisions.

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.

Textbooks for this course:

(Recommended) Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action (ISBN 978-1591846444)