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Winter Quarter

Winter Registration Opens Nov 29
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BUS 166 W — Social Media Marketing

Quarter: Winter
Course Format: Flex Online (About Formats)
Duration: 5 weeks
Date(s): Feb 14—Mar 18
Refund Deadline: Feb 17
Unit: 1
Tuition: $485
Instructor(s): Jason McDonald
Limit: 80
Class Recording Available: Yes
Status: Registration opens Nov 29, 8:30 am (PT)
DOWNLOAD THE SYLLABUS » (subject to change)
Flex Online(About Formats)
Feb 14—Mar 18
5 weeks
Refund Date
Feb 17
1 Unit
Jason McDonald
Registration opens Nov 29, 8:30 am (PT)
DOWNLOAD THE SYLLABUS » (subject to change)
We live in the era of social media. It’s not just today’s teenagers who spend hours on YouTube, Instagram, TikTok, and Facebook; it’s adults as well. Not surprisingly, businesses and nonprofits know they must master the art of social media marketing to reach their customers and stakeholders. But how? This course demystifies social media marketing, the art and science of leveraging networks as diverse as Facebook and Twitter, YouTube and Pinterest, LinkedIn and Instagram, in order 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 the Facebook Algorithm—and proceeding through LinkedIn, Twitter, Instagram, Pinterest, TikTok, 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.

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

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:

(Required) Jason McDonald, Social Media Marketing Workbook, 2021 (ISBN 978-1539598145)