Course Overview:
Within the last few years, new technologies and sociopolitical circumstances have revolutionized the marketing industry at a fast pace. Iconic social media platforms are quickly changing and companies are rushing to adapt the new marketing fields via focused content, storytelling, and creative campaigns. In this course, we will explore social media marketing strategies, campaigns, personal branding, and careers.

Questions? Email: fernandocheung@berkeley.edu

Goal of this course?
We aim to help students achieve the following objectives:
-Understand the relevance of social media presence and networking
-Understand the importance of analytics in marketing campaigns
-Understand the algorithms that are used in the platforms of social media companies
-Understand the importance of adjusting marketing strategies based on current events
-Understand the steps to developing an effective thought leadership image through publishing

What Do Former Students Say About This Course Series?
"Digital Marketing Today is structured such that people from a diverse set of backgrounds can gain something out of the class experience. All students will find some takeaway specific to their interests and personal brand. I am very grateful for how my professional skillset has been diversified through a focus on digital marketing. The tools I have learned in this class can transfer into any professional industry, and have given me greater confidence in pursuing my career." -Andrea S.

"I have learned a lot about marketing, especially the very important digital marketing in this course! Throughout this course, I have grown more and more interested in the marketing industry, and this class helped me to go forward with my career interest. The way this class is taught really allows me to engage and actively learn the material." -Ryan W.

"Digital Marketing Today allowed me to learn how to market myself as a brand more effectively through the three LinkedIn publishing assignment along with the journals each week and understand different kinds of social media marketing through first-hand experience from top marketing professionals." -Arah G.

"This course made me more confident in myself as a student and as an individual. To be able to market yourself is a necessary skill and I am so happy that I have taken this class. Not only is Digital Marketing Today fun, but it also provides you with an important skillset to create your own personal brand." -Julie T.

Final Project:
One of the many goals of this class is to prepare its students for real-life scenarios, and this includes critical assessment of a brand, as well as consulting effective and sustainable campaigns ideal for the marketing industry. This is assigned in lieu of a final exam. The final project is to be done in groups of 4-5 students. Some groups will have pre-assigned business partners and customized case study.

Attendance policy:
Attendance will be taken at each class. You are given TWO unexcused/excused absences. You will receive a No Pass (NP) if you miss more than TWO classes. Lectures will be delivered synchronously, and will not be recorded. We will not be able to accommodate those in different time zones.