UCSD Extension's New Course on Digital Marketing Essentials

Summary

Sources

extendedstudies.ucsd.edu

In the contemporary business environment, digital marketing emerges as a fundamental component of targeted marketing plans. It is the very fabric that connects various digital marketing strategies such as email marketing, web-based marketing, search engine optimization, online advertising, and social media. These elements are not just tools but are essential channels that enhance the visibility and engagement of businesses in the digital landscape. The course BUSA-40879, offered by UCSD Extension, encapsulates the essence of digital marketing in its curriculum. Through this course, students delve into the intricacies of developing, producing, and implementing digital marketing strategies. The curriculum is designed not only to introduce students to the plethora of digital marketing tools but also to enable them to measure and evaluate the effectiveness of these digital marketing campaigns. This evaluation is crucial as it directly influences strategies to improve consumer experiences, keeping pace with new trends and innovation opportunities in the digital realm. The course is structured to help students understand the critical importance of maintaining a strong online presence and the strategic digital marketing practices that contribute to achieving this presence. It covers the core digital marketing channels and their management within a business setting. Furthermore, students are trained to evaluate the performance of each marketing channel using e-commerce metrics and interpret web analytics data critically. This analytical approach aids in identifying key takeaways that are actionable for making informed business decisions. Offered in both asynchronous and synchronous formats, the course provides flexibility in learning, accommodating the schedules of diverse learners. The asynchronous class allows students to complete coursework between the start and end dates without the requirement for synchronous attendance. In contrast, the synchronous class meetings are scheduled to meet online at published times, facilitating real-time interaction and learning. Instructors like Jennifer Neeley and Caleb Chao bring a wealth of experience to the course. Jennifer Neeley, an energetic speaker, consultant, instructor, and author, has helped develop and implement integrated digital marketing strategies for various high-profile clients. Caleb Chao, the Senior Manager of Search Strategy at SportRx, combines his extensive experience in internet marketing with a deep understanding of the interplay between psychology, marketing, and technology. This course, therefore, not only serves as a comprehensive guide to mastering digital marketing but also prepares students to apply these strategies effectively in real-world scenarios, enhancing their capability to drive business growth and innovation in the digital marketing sphere.