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BUS 166 W — Social Media Marketing

Quarter: Fall
Course Format: Online (System Requirements)
Duration: 5 weeks
Date(s): Oct 29—Dec 7
Drop Deadline: Nov 1
Unit: 1
Tuition: $470
Instructor(s): Jason McDonald
Limit: 70
Status: Open
Please Note: No class the week of November 19. Online courses have a new refund policy. The full tuition refund deadline for this course is 11/1 at 5:00 pm (PT); 50% tuition refund deadline is 11/6 at 5:00 pm (PT).
Oct 29—Dec 7
5 weeks
Drop By
Nov 1
1 Unit
Jason McDonald
Please Note: No class the week of November 19. Online courses have a new refund policy. The full tuition refund deadline for this course is 11/1 at 5:00 pm (PT); 50% tuition refund deadline is 11/6 at 5:00 pm (PT).
We live in the era of social media. It’s not just today’s teenagers who spend hours on Facebook, Instagram, and YouTube; it’s adults as well. Not surprisingly, businesses and nonprofits know that they must master the art of social media marketing to reach their customers and stakeholders. But how? This online course demystifies social media marketing, the art and science of leveraging networks as diverse as Facebook and Twitter, YouTube and Pinterest, LinkedIn and Instagram, to engage with existing customers and reach new ones. We will start with the conceptual framework that social media marketing is akin to throwing a party. You need invitations (a list of targeted guests and a promotion strategy), entertainment (content marketing), and other elements for your “party with a purpose.” Next, we will do a deep dive into each social network, starting with Facebook—Pages, Profiles, and EdgeRank—and proceeding through LinkedIn, Twitter, Instagram, Pinterest, and YouTube. By the end of the course, you will understand how to market via social media, including specific action items for your own company or organization.


  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 70 participants.

  • Frequent interaction with the instructor.
    You aren't expected to work through the material alone. Instructors will answer questions and interact with students on the discussion board and through weekly video meetings.

  • Study with a vibrant peer group.
    Stanford Continuing Studies courses attract thoughtful and engaged students who take courses for the love of learning. Students in each course will exchange ideas with one another through easy-to-use message boards as well as optional weekly real-time video conferences.

  • Direct feedback from the instructor.
    Instructors will review and offer feedback on assignment submissions. Students are not required to turn in assignments, but for those who do, their work is graded by the instructor.

  • Courses offer the flexibility to participate on your own schedule.
    Course work is completed on a weekly basis when you have the time. You can log in and participate in the class whenever it's convenient for you. If you can’t attend the weekly video meetings, the sessions are always recorded for you and your instructor is just an email away.

  • This course is offered through Stanford Continuing Studies.
    To learn more about the program, visit our About Us page. For more information on the online format, please visit the FAQ page.

This course is the second of a two-course online series on Internet marketing offered this Fall. Students are encouraged but not required to complete BUS 163 W: “Search Engine Optimization: Practical Marketing with Google, Bing, and Yahoo” prior to enrolling in this course. While these courses build upon one another, each course can be taken independently as well.

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:

It is essential that students purchase the 2018 edition of the required book.
(Required) Jason McDonald, Social Media Marketing Workbook: 2018 Edition - How to Use Social Media for Business (ISBN 978-1539598145)