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382481: Digital Marketing
MGMT-X 460.394

  • Fall 2021
  • Section 1
  • 4 Credits
  • 09/20/2021 to 12/05/2021
  • Modified 09/02/2021

Meeting Times

Class --

This is a fully online course.  There are no physical class meetings.  

However, in Weeks 2, 4, 5 and 8, we will hold Zoom sessions that will replace the homework assignment during the module.   In these four weeks, participation via Zoom will be optional. 

The course schedule includes a week by week schedule.


The Internet, the digital revolution, and the move toward an information-based economy are dramatically changing business and the way products are marketed and sold. To be more successful in this "new marketing world," business people need to understand what is changing and how to use the new tools to their optimal advantage. This course is for both veteran marketers who want to understand the new tools available through the Internet and those who are comfortable with Internet applications and the digital world but want to learn the marketing fundamentals as they apply to the Internet.


  • Analyze how brands are created, enhanced, and destroyed via social media. Understand the impact of the social world on a brand longevity.
  • Develop a digital marketing audit of a selected brand including recommendations for enhancing the digital marketing strategy
  • Critically evaluate various digital marketing channels, and determine their uses, limitations, and drawbacks.
  • Analyze content marketing approaches for brands to become more human, add value and educate consumers [inbound vs. outbound marketing]
  • Understand KPIs associated with digital platforms and ow to measure and evaluate the success of an online campaign.
  • Gain insights into marketing for startups and major corporations.
  • Examine the legal implications of real-time communications and the limitations these can impose on businesses.


By the end of this course, students will be able to:

  • Demonstrate how to conduct a digital marketing audit of a company and to develop recommendations for success based on learning in the course
  • Understand the ways in which brands can market through new media and analyze the successfulness of brands’ campaigns using KPIs.
  • Learn to think and respond like a digital marketing manager.
  • Solve a real world business problem using your digital marketing toolkit.


eMarketing: The Essential Guide to Marketing in a Digital World

  • Author: Rob Stokes and the creative minds of Red & Yellow
  • Edition: Six
  • Availability: Available as a free PDF or for purchase on Amazon (Kindle version)

This web page will take you to the free PDF version or a Kindle version for purchase.  Just scroll down the page to find the links to complete a form.  This is an outstanding book on this topic.


The New Marketing: How to Win in the Digital Age

  • Author: Mark Burgess and Cheryl Burgess
  • Publisher: SAGE Publishing
  • Edition: 1st
  • Availability: See below

The New Marketing: How to Win in the Digital Age.  

Burgess & Burgess    |   SAGE Publishing. 2020.

ISBN 978-1-5264-9011-7 (hardcover)

ISBN 978-1-5264-9010-0 (pbk)

ISBN 978-1-5297-3830-8 (ePub)


To Order the Paperback Version of The New Marketing: 

Get an exclusive 20% special discount using this code:   BURGESS20

Go to the Sage website --  make sure you use this discount code in the ordering process:  BURGESS20 – this also gives you free shipping if you live in the USA 

Please note:  To Order the ebook (electronic book), go to the Sage website:

See “Electronic Order Options” and scroll down to select vendor options including Amazon Kindle.


  • Discussions
  • Homework assignments
  • Final Project/presentation
  • The New Marketing Analysis



Types of evaluations and related weights
Type Weight Topic Notes
Discussions 40%

Each week the topic will be based on resources.

Homework 15%

Homework assignments based on reading the resources in the module.

Final Project 30%

NOTE:  This is a TEAM project to develop a Digital Marketing Plan (Brand Audit & Recommendations) for a company of the team's choosing.

The New Marketing Analysis 15%

Read The New Marketing during this course. 


Provide a summary of the three chapters you find most powerful.  And, list the major highlights from the three chapters you select.

  • Length 500 words.  Submit in a Word document. 



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:

Resulting grade and related performance levels
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.

Course Policies

Late Work

All assignments must be submitted on time at the beginning of the scheduled class. Unless an unusual circumstance is approved by the instructor, late assignments will receive, at a minimum, a lower grade than they normally would have received (in most cases one full grade lower). No assignment will be accepted later than one week beyond the due date.

Missed Assignments

To be eligible for make-up assignments, students must contact the instructor in advance to explain the circumstances for missing regular assignment due dates.

Student Behavior

Student behavior involving cheating, copying other’s work, and plagiarism are not tolerated and should result in disciplinary action.  Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at


Participation in the online class is required.  Students should be expected to have at least TWO quality “posts” in the online discussion area per week and the postings should be timely and contribute to a discussion during the period that the class is focusing on that topic.  Posts made to the discussion thread after-the-fact or “catch-up” posts in subsequent weeks should not be counted.  Also, a student’s final grade should be lowered if they do not complete the required participation, or if the quality of their contribution is judged by the instructor to be not sufficiently meaningful or useful to the discussion board

Just logging on and reading messages does not constitute class participation. 

Your class participation will be evaluated based on the following:

  • The quality and frequency of your contributions.
  • The ability of your comments to motivate and engage others in a collaborative effort.
  • Whether your contributions are timely and meet deadlines.

A student’s final grade will be lowered if they do not participate in the class, or if the quality of their contribution is judged by the instructor to be not sufficiently meaningful or useful to the classroom discussion.  In the case of a borderline grade, the level and quality of participation can be used as a “tie-breaker”, either raising or lowering a student’s grade appropriately.

Other Outside Readings

Changes in marketing occur daily. Students are encouraged to read, in addition to the assigned text, periodicals that report current developments in the marketing field and to bring interesting situations and problems to class for discussion. The following publications represent only a few of the available periodicals: Advertising Age, Marketing News, Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, and Journal of Advertising. In addition, The Wall Street Journal, Business Week, Dun's Review, Fortune, etc. have articles of interest from a general marketing strategy perspective. Check the online versions such as,, etc.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns regarding 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

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

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:


The course schedule for Digital Marketing will include week by week the assignments, activities and focus areas to help keep you on track. 

Course calendar and related activities
When Module Title Notes
Module 1
Week 1
Challenges Facing the New Marketing Organization

Threaded Discussion

Homework Assignment #1

Heads-up on the Final Project Summary

Module 2
Week 2
Seeing Real-Time into the Consumer's Mind

Threaded Discussions

Homework Assignment #2 or Zoom as alternative assignment online 

Module 3
Week 3
Architecting Data-Driven Buyer Personas

Threaded Discussion

Homework Assignment #3

Module 4
Week 4
Personalizing the Customer Journey & Activating Brand Purpose

Threaded Discussion

Homework Assignment #4 or alternatively, a Zoom online assignment

Module 5
Week 5
Designing Experiences to WOW Customers

Threaded Discussion

Homework Assignment #5 or, alternatively, a Zoom online assignment

Module 6
Week 6
Winning with Content Marketing & Storytelling

Threaded Discussion

Module 7
Week 7
Disrupting the Content Distribution Mix

Threaded Discussion

Module 8
Week 8
Engaging Social Employees, Influencers and Gen Z

Threaded Discussion or, alternatively, a Zoom online assignment

Module 9
Week 9
Unlocking the Power of YOU

Threaded Discussion

Module 10
Week 10
The New Integrated Marketing Strategy: Brand Choreography®

The New Marketing Analysis

Module 11
Week 11
Data In, Branding Out AND The Future: Coming Faster Than You Think

Threaded Discussions

Upload your final project presentation (PowerPoint) to Canvas for review and grading.