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374090: Advanced Digital and Social Media Marketing Strategies
MGMT-X 466.05

  • Summer 2020
  • Section 1
  • 4 Credits
  • 06/22/2020 to 09/06/2020
  • Modified 05/21/2020


The course is intended for executives and professionals that want to go beyond the basics to learn how to apply social media to get concrete business results. The course puts students on the leadership path with strategies and tactical plans that lead to bottom-line success. This program delivers the latest strategies to drive more revenue and save costs by incorporating social media into traditional business practices. With this curriculum, attendees learn practical steps, techniques, and best practices geared toward integrating social media and digital programs within their businesses with higher monetizations of their investment.


  • Develop a digital marketing plan
  • Evaluate and apply digital marketing principles and models
  • Integrate online and offline communications
  • Implement customer-driven digital marketing
  • Understand the power of video marketing to engage audiences
  • Reduce costly trial and error
  • Measure and enhance your digital marketing
  • Learn best practices for reaching and engaging your audiences using the key digital marketing platforms
  • Conduct a thorough marketing analysis of a company
  • Analyze digital marketing strategies and their effectiveness against business goals
  • Using case studies and real-world examples to demonstrate the do’s and don’ts of digital marketing


Marketing 4.0: Moving from Traditional to Digital

  • Author: Dr. Philip Kotler
  • Publisher: Wiley
  • ISBN: 978-1-119-34120-8




Types of evaluations and related weights
Type Weight Topic Notes
Threaded discussions 30 points 5 @ 6 points

Threaded Discussion Questions

Pay attention to the dates listed in the syllabus. Below are the specific discussion requirements. Assignments for weeks when discussions are scheduled.

Threaded Discussion Requirements

Primary responses (your initial response to the threaded discussion postings) must be at least 200 words.  Quality and frequency of response are key. If you are quoting material, you must include the reference source.  

Secondary responses (these are your responses to other students’ and the instructor’s postings) and should be at least several sentences in length (a minimum of 100 words, excluding quotes, signature blocks, etc.) and substantial, meaning that your message has value and helps to further the discussion of course content. Good responses include additional ideas and sources, insights or questions about classmates’ comments, connections to the course readings, ways of applying the lessons from the course, etc. Short comments, such as "Good idea" or "I agree," are not substantial on their own. 

Some tips for creating substantial participation:

  • Explain why you agree or disagree and add some examples to support your belief.
  • You may relate your personal or work experiences to the topic.
  • Make connections between the topic and the weekly topics. 
  • Explain ways the lessons from the class may be applied to your work.
Twitter Chat 10 points 1 @ 10 points

Twitter Chat: 

We will conduct one 30-minute Twitter chat around mid-course.  You are required to make a minimum of three tweets to respond to the questions posed by the instructor.  More details will be provided including the specific hashtag address for the chat.  

Homework Assignments 20 points 4 @ 5 points

Homework Assignments [Summary]

There are several homework assignments that provide current, practical scenarios for students.  In each of these cases the students will need to analyze a business situation and apply solutions to different marketing decisions based on knowledge they have acquired throughout the course. 

Adobe Spark Assignments 15 points 1 @ 15 points

Adobe Spark Instagram Pages

To help you to stand out from the crowd with branded stories, Adobe launched a suite of apps called Adobe Spark, which allow both web and mobile users to create and share visual content – like posts for social media, graphics, web stories, and animated videos.

Adobe describes Adobe Spark Post as:the fun, fast and easy way to create stunning graphics for all occasions. ... It's a new way to design with Adobe magic from the makers of Photoshop and Illustrator. Your Posts are synced across your computer and mobile devices so you can create and share wherever inspiration strikes.”

For this assignment, students will work to create three pages by the due date.  Students can download a free Adobe Spark Post app to their smartphone or Mac. 

Helpful links for the Adobe Spark Post Assignment:

Video Tutorial:  Create Beautiful Social Graphics in Minutes

More About Adobe Spark Post

Final Course Project 25 points 1 @ 25 points

Final Project   |   Digital Marketing Consulting Individual Project 

Students will conduct an audit of an existing company’s digital marketing strategy.  Based on the learning in this course, students assume the role of marketing consultants to review and analyze a brand’s digital and social media marketing strategy. The students will follow this company throughout the semester; sign-up for e-newsletters, etc. Observations lead to recommendations.  The student’s job is to get to know this company. There are many secondary information sources available on the Web including the firm’s website. 

Phase I

The project will be completed in two phases.  Phase I includes assessing the digital and social strategy employed by the company you choose to analyze including the marketing landscape, internal and external variables, development of a SWOT analysis, marketing objectives, content development and distribution strategy, social media channel analysis, website experience, and metrics. 

Buyer Persona Development

Describe the ideal target buyer persona for your brand including using these labels:

Persona Name:



Buying stage:


What problems or pain points do they have to solve?

What do we want them to believe about the brand?  What is the brand value proposition [BVP]?

Brand Story

Describe the company’s brand story and why it is effective, or not.

Watch Simon Sinek’s famous TEDx Talk on Start with Why.  Apply Sinek’s Golden Circle to the brand you chose.  Is there a core story at the heart of this brand?

Phase II:

Now that the student has observed, audited and analyzed the company’s social marketing strategy and approach, phase two is about providing recommendations for how this brand can best meet or exceed its marketing objectives.  Brainstorm and provide some new digital and social media marketing ideas.  Think about, for example, how might social media channels be best used; are there opportunities to better integrate communications, etc.  What metrics would you recommend? 

Deliverable:   PowerPoint Presentation uploaded to Canvas on the final day of class.  This assignment includes BOTH Phases. 


Course grades are based upon a student’s work throughout the entire semester.  Below is an explanation of how points equate to grades, based on a 100-point scale. No extra credit is available, and assignments may not be resubmitted, so be sure to put forth your best effort on every assignment.  Here is a breakdown of what each grade means:

Grade Range Notes
A 90 to 100

Superior quality in the mastery of content and method of the course, demonstrated ability to perceive relationships, initiative in doing work in which quality consistently surpasses that required.

B 80 to 89

Good understanding of the content and method of the course, demonstrated ability to recognize relationships, better than average achievement of course objectives and fulfillment of course requirements.

C 70 to 79

Sufficient understanding of the content and method of the course, demonstrated ability to recognize obvious relationships, adequate achievement of course objectives and fulfillment of course requirements.

F 69 and below

Incomplete understanding of the content and method of the course, inability to demonstrate satisfactory recognition of obvious relationships, unsatisfactory achievement of course objectives and requirements.

Lack of understanding of the content and method of the course, failure to achieve objectives and/or complete requirements of the course. Student is dropped from the program.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at:

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see:


Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see:

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

Additional Items

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see:


Date/Topic Focus

Assignments and Readings

Week One

PART 1: Fundamental Trends Shaping Marketing

Power Shifts to the Connected Customers

The Paradoxes of Marketing to Connected Customers

Reading: Marketing 4.0 – Chapters 1 & 2

Read and Watch Course Resources for Week 1

Discussion Forum [DF1]

Week Two

The Influential Digital Subcultures

Reading: Marketing 4.0 – Chapter 3

Read and Watch Course Resources for Week 2

Homework Assignment #1

Week Three

Marketing 4.0 in the Digital Economy

Reading: Marketing 4.0 – Chapter 4

Read and Watch Course Resources for Week 3

Discussion Forum [D2]

Week Four

PART II: New Frameworks for Marketing in the Digital Economy

The New Customer Path

Reading: Marketing 4.0 – Chapter 5

Read and Watch Course Resources for Week 4

Homework Assignment #2

Week Five

Marketing Productivity Metrics

Reading: Marketing 4.0 – Chapter 6

Read and Watch Course Resources for Week 5

Discussion Forum [DF3]

Twitter Chat

Week Six

Industry Archetypes and Best Practices

Reading: Marketing 4.0 – Chapter 7

Read and Watch Course Resources for Week 6

Adobe Instagram Stories Assignment

Week Seven

PART III: Tactical Marketing Applications in the Digital Economy

Human-Centric Marketing for Brand Attraction

Reading: Marketing 4.0 – Chapter 8

Read and Watch Course Resources for Week 7

Discussion Forum [DF4]

Week Eight

Content Marketing for Brand Curiosity

Reading: Marketing 4.0 – Chapter 9

Read and Watch Course Resources for Week 8

Homework Assignment #3

Week Nine

Omnichannel Marketing for Brand Commitment

Engagement Marketing for Brand Affinity

Reading: Marketing 4.0 – Chapters 10 & 11

Read and Watch Course Resources for Week 9

Discussion Forum [DF5]

Week Ten

Epilogue: Getting to WOW!

Reading: Marketing 4.0 –  Epilogue [The WOW]

Read and Watch Course Resources for Week 10

Homework Assignment #4

Week Eleven

Final Project Presentations

Final Project Presentations