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382496: Advertising in the Digital Age
MGMT-X 463.01

  • Fall 2021
  • Section 1
  • 2 Credits
  • 11/09/2021 to 12/07/2021
  • Modified 09/02/2021

Meeting Times

This class meets on Zoom on Tuesdays from 6-7:30pm.  The remainder of the coursework will be online learning.

Course is being offered as Hybrid.

Hybrid: course is taught using a combination of both asynchronous using Canvas and synchronous instruction via Zoom.  

The live meetings are scheduled November 9 - December 7, 2021 on Tuesdays, 6:00pm - 7:30pm. Once enrolled, students can access Zoom via the Canvas shell. The live sessions can be recorded so students may view them at a later time. 

Details on accessing Canvas will be emailed to you after completing enrollment. Courses in Canvas are typically accessible 2 days before the course start date. If applicable, instructions for accessing and using Zoom will also be provided in Canvas.

Canvas & Zoom Info


Create effective consumer-targeted digital advertising campaigns across the ever-changing digital media landscape. Explore how to plan, create, track, and optimize all types of digital advertising campaigns, with a focus on developing highly strategic campaigns that leverage the unique strengths of each digital media type, including emerging platforms. Topics include online/display, social media, mobile, search engine marketing, email, video, user-generated content (UGC), viral, and landing page optimization. Learn trends and practices associated with media planning and buying across the various media platforms, as well as advertising creative best practices.


Students will learn the fundamentals of creating digital and social media campaigns including: digital advertising nomenclature, channels and ultimately how to develop campaigns and drive sales through digital advertising channels. In this class you will have the opportunity to test your skills at developing a digital marketing plan, including class exercises and presentations. On a daily basis an emphasis will be placed on strategic planning and actually learning the tools your will need to develop your plans and how to evaluate the success of campaigns. In addition, industry guest speakers will share their knowledge and perspectives. 


At the end of this term, you will be able to:

  1. Critically evaluate various digital and social media channels and determine their strengths and weaknesses.
  2. Recognize how digital and social media are used to develop advertising campaigns.
  3. Analyze the success of a campaign and how to apply the learning’s to future campaigns.
  4. Distinguish between marketing rules, conventions, etiquette, ethics, and best practices.
  5. Coordinate multi-disciplinary teams to agree on digital marketing objectives and strategies.
  6. Plan a digital advertising campaign to achieve measurable objectives. 


Required: Reading materials to be posted on Canvas.  



Types of evaluations and related weights
Type Weight Topic Notes
Assignment 30 pts

One assignment to be completed and handed in.

Quiz 30 pts each

Two quizes covering the readings and lectures will be held online weeks 3 and 5.

Class Participation 10 pts

Marketing requires collaborating with others and sharing ideas. For this course, participation takes place online. You will be evaluated on the value of your participation in class which in an online class will be taking part in the discussions and handing your assignments in on time.. Please participate in the assignments and discussion boards and follow along in the class.  Assignments are graded as Complete or Incomplete and will go towards your participation grade.  If you do all of your assignments, you will get the full 10pts.

These are the standards for evaluating participation:

  1. Is your contribution relevant to the discussion?
  2. Do you consider ideas offered by the reading and by classmates?
  3. Do you increase everyone's understanding or merely repeat facts?
  4. Are your views supported with data, third-party theories and research?
  5. Do you test new ideas and challenge assumptions, or just "play it safe"?
  6. Are you respectful of others in the discussion?


Grading Scale:

  • A    90 to 100 
  • B    80 to 89 
  • C    70 to 79 
  • F      0 to 69 

Course Policies


This is an online class so you will be expected to keep up with the coursework and hand in your assignments on time.  

Due Dates

All due dates for projects, quizes and assignments must be met. There will be NO exceptions.  If you are late with any dates, the deliverable will receive a fail.  If you have circumstances where you cannot make a due date (work, etc), please let the instructor know BEFORE the due date and arrangements will be made to make up the deliverable.


The intentional or unintentional borrowing of another person’s ideas, images, research, or data without citation is a serious breach of academic integrity. Cheating, copying other’s work, and plagiarism are not tolerated and will 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 .


Accord all your classmates, guest speakers and your instructor with courtesy. You should certainly question and criticize ideas, but never criticize the person. You may use a computer for taking notes, but not for email or browsing the web.


Being a professional does not necessarily mean wearing a suit or checking your personality at the door. For this class (and, hopefully, beyond), professionalism means giving every project and assignment your best possible effort; it means living up to your word to your teammates and instructor; it means being on time and meeting all deadlines; and it means conducting yourself in a manner that is appropriate to the policies and culture of a particular environment. Finally, all of us can improve what we do, even the instructors. Regardless of how marketing savvy we are at the beginning of this class, all of us should strive to become even better.

Critical thinking

In marketing there are few "right" answers: what works for one company at one time might fail for another company or at another time. All assignments will be evaluated on the quality of the reasoning, and how well they integrate lessons from the reading, class discussions, and case studies. You must demonstrate critical thinking that describes "why" and "how," not just "what."


Clear communications are essential in marketing. Please make sure your writing and class presentations are understandable, professional and free of egregious errors.


To end this list on a positive note, marketing is the one business discipline where wild leaps of imagination are not only allowed, they're encouraged. Have fun with the assignments, and remember that when it comes to new media marketing, your ideas are what matter most.

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.

    To download all your assignment submissions in Canvas, please refer to the online support guide. for more information or contact Canvas Support via the help menu within Canvas.

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:


Please use this weekly checklist to follow along on the assignments and what is due each week and when it is due.

For any questions, please use the weekly discussion board under the Module/Week in Canvas.


  1. Review the Syllabus
  2. Ensure that Canvas is working and that you can access this class on Canvas.


Week 1

  1. Attend Zoom lecture (Slides provided on Week 1 under Modules)
  2. Reading- Evaluating Media Vehicles.docx
  3. Reading- General Characteristics of Media.docx
  4. Read or Watch Mary Meeker’s Internet Report
  5. Review ROI & KPI Formulas
  6. Review Marketing industry Resources
  7. Review the Final Assignment DUE TBA


  1. Exercise- Outlining the Components of a Communication Plan – Upload to Assignment in a Word, Excel or PDF document – DUE TBA


Week 2 

  1. Attend Zoom lecture (Slides provided on Week 2 under Modules)
  2. Guest Speaker 
  3. Watch Video on Google Overview
  4. Read 2016-Optimizely-Toolkit-Testing-Overview-Presentation.pptx
  5. Review Online Metrics Document
  6. Reading- Internet Marketing and Social Media


  1. Exercise- Working with Analytics – DUE TBA
  2. Exercise- Working with Search Engine Marketing – DUE TBA

Upload to Assignments in a Word, Excel or PDF document


Week 3

  1. Attend Zoom lecture (Slides provided on Week 3 under Modules)
  2. Reading- Customer Experience & Relationships
  3. Reading- Netflix Disruption


  1. Take Quiz #1 – Due-TBA
    1. You will have 30 minutes to take this quiz. Once you begin, you can’t stop or go back to any questions.  Make sure that you answer every question.
  2. Zappos Email Marketing Exercise – DUE TBA
  3. POEM Exercise – DUE TBA

Upload to Exercises in a Word, Excel or PDF document


 Week 4

  1. Attend Zoom lecture (Slides provided on Week 4 under Modules)
  2. Watch Ford Video Case Study
  3. Watch Mountain Dew Video Case Study


  1. Exercise- Facebook and Twitter - Upload to Exercise in a Word, Excel or PDF document – DUE TBA


Week 5

  1. Attend Zoom lecture (Slides provided on Week 5 under Modules)
  2. Guest Speaker 
  3. Reading Mobile Media Marketing


  1. Take Quiz #2 – Due TBA

You will have 30 minutes to take this quiz.  Once you begin, you can’t stop or go back to any questions.  Make sure that you answer every question.

  1. Final Assignment Due – Upload to Canvas under Assignments. – DUE TBA
  2. Exercise – Mobile Media Marketing - Upload to Exercise in a Word, Excel or PDF document – DUE TBA

It was great to have you in class this semester!