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BUS 116 — Trending: How Businesses Create Viral Content

Quarter: Spring
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 10 weeks
Date(s): Apr 2—Jun 4
Time: 5:00—6:50 pm (PT)
Refund Deadline: Apr 4
Units: 2
Tuition: $760
Instructor(s): Kevin Mardesich
Limit: 24
Class Recording Available: Yes
Status: Open
ACCESS THE SYLLABUS » (subject to change)
Live Online(About Formats)
5:00—6:50 pm (PT)
Apr 2—Jun 4
10 weeks
Refund Date
Apr 4
2 Units
Kevin Mardesich
ACCESS THE SYLLABUS » (subject to change)
Is there a hidden formula to engineering virality, or is it a subtle alchemy that can’t be bottled? And if it could be captured, what would we learn from it? Perhaps it would be the importance of creating an unexpected emotional hook. Or maybe it would be as simple as knowing that everyone, deep down, wants to be in on the same secret. In truth, it’s many things combined in specific ways to produce something people can’t help but share. This course, designed for creative professionals and marketers, demystifies viral content by analyzing which elements make it successful, including creative choices, production values, universal truths, analytics, and social media acumen. Students will learn these elements through unique case studies and firsthand interviews, including with Honda’s viral copywriter, Millennial Lotería’s best-selling game designer (TikTok), a YouTube indie filmmaker, Icehotel’s Facebook content manager, and a startup producer.

Principal, Mardesich Communications

Kevin Mardesich is a writer, producer, and marketer who helps industry leaders develop their narratives across platforms. He has developed screenplays for Oliver Stone, and he wrote and co-produced MTV’s Emmy-winning interactive films Take A Stand Against Violence. Mardesich has also produced more than 40 documentary shorts for global nonprofits. He taught communications for the entertainment industry at the University of Texas at Austin, and he was on the faculty at Chapman University's film school, where he received six teaching awards.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.