Digital Marketing
BUSA-40879
The cornerstone of every targeted marketing plan should be a digital marketing strategy. Students in this course will explore the development, production and implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce tools to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to improve the experience of the consumer. New trends, as well as key opportunities for innovation, will also be included.
Learning Objectives:
- Understand the importance of a strong online presence and how it is achieved through strategic digital marketing practices
- Learn the core digital marketing channels and how they are managed in a business setting
- Understand how to evaluate the performance of each marketing channel using ecommerce metrics
- Understand how to interpret web analytics data critically, and how to identify key takeaways to make actionable business decisions
- Acquire tangible tools to build a digital marketing strategy
The course content and learning objectives are the same as the one in English. This course can be taken as a standalone or it can count towards the Digital Marketing Certificate. For more information contact: m9williamson@ucsd.edu
Course Information
Course sessions
Section ID:
Class type:
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Textbooks:
All course materials are included unless otherwise stated.
Policies:
- No refunds after: 4/1/2025
Schedule:
Instructor:
Jennifer Neeley
Current and former clients include Apigee, Castlight Health, Fiverr, LinkedIn, and Microsoft, as well as high-profile health care and technology executives who are referred to Jennifer for her discreet, strategic counsel. She is known for brining left and right brain ideas together through novel marketing and strategy.
Jennifer brought her skills to Iraq's Green Zone in 2011, where she worked with an international NGO to show them how to use practical tools like Google Analytics to identify where and how to disseminate information about voting rights. Her work coincided with the Arab Spring, which would lead to further opportunities to provide input on how to use social media to positive effect.
Jennifer earned her Master of Science (MS) from Columbia University Graduate School of Journalism and her Bachelor of Arts (BA) degree from the University of California, Berkeley. She has also completed programs at Lund University in Sweden and the American Conservatory Theater, and taught ESL (English as a Second Language) as a Peace Corps volunteer in Turkmenistan.
Jennifer a regular media fixture, routinely providing commentary on digital and social media to TV news outlets. She is also a sought-after speaker, and contributes to a number of online publications including Forbes, Social Media Today, Business2Community, and Medium.
Jennifer is passionate about giving back, and is an active participant on a number on nonprofit boards. She also maintains numerous professional memberships, and is active in the lifestyle and fitness community as a yoga teacher and health coach. She continues her personal development by studying Ayurvedic medicine.
Jennifer is currently working on research that aims to measure the impact of social media on at-risk health communities, as well as the mental health benefits of trauma-informed yoga offered to community groups who do not otherwise have access.
Section ID:
Class type:
All class meetings held in-person according to published location, dates and times. Students may be expected to engage with course content online during the published course dates.
Textbooks:
All course materials are included unless otherwise stated.
Policies:
- No refunds after: 4/15/2025
Note:
Schedule:
| Date | Day | Start | End | Location |
|---|---|---|---|---|
| 4/7/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 4/14/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 4/21/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 4/28/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 5/5/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 5/12/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 5/19/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 6/2/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 6/9/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 490, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
Instructor:
Caleb Chao, MBA
Caleb Chao is the Senior Manager, Search Strategy at SportRx in San Diego, CA. He is a 15-year veteran of the internet marketing industry with agency, brand, and entrepreneurial expertise in PPC/SEM, SEO, content marketing, analytics, client management, conversion optimization, digital & business marketing, and sales/operations strategy. Caleb is passionate about the intersection of psychology, marketing, sales, behavior, technology and economics.
Caleb has worked with brands such as Blindsgalore, Smith & Noble, Budget Blinds, Oakley, Ray-Ban, Maui Jim, Nike, Under Armour, Adidas, Revo, Costa, Smith, SPY, Fox, 100%, Quiksilver, Roxy, Wiley X, Lincoln Military Housing, Ambit Energy, Medicare.com, University of Mississippi, Florida National University, Indiana Tech University, Ivy Tech University, Archie/Peyton Manning Family Charity, UC San Diego, Sony, and BTO Sports.
Client type expertise includes B2B, B2C, ecommerce, lead gen, reputation management, financial services, legal, health, creative/marketing agencies, medical, education, automotive, utilities, sports, restaurants, technology, SAAS, electronics, defense, manufacturing, rapid prototyping, apparel, eco-friendly, nonprofits, services, startups, and multinationals.
Caleb graduated from UC San Diego with a BA in Economics, then obtained an MBA from Point Loma Nazarene University. Caleb teaches Digital Marketing and PPC Paid Search at UC San Diego Division of Extended Studies, and is a badged Google Partner with multiple certifications in Google Analytics and Google Ads.
Caleb has a passion for helping students navigate their internships/careers with assessments such as MBTI, StrengthsFinder, and the Enneagram. He has coached hundreds of students and colleagues with these business and personal development tools.
Caleb believes the most gratifying reward for teaching is seeing students progress in higher education, earn their next promotion, pivot to a new field, or massively increase their entrepreneurial revenue, marketing, and sales goals.
Caleb also enjoys coaching voice, guitar, band leading, and pro audio, volunteering at his kids’ schools, exploring martial arts, and administrating several large online community groups. A child of technology, Caleb relishes trips back to the Bay Area where he grew up in the heart of Silicon Valley, and loves driving the Pacific Coast Highway from San Diego to San Francisco and beyond.
Section ID:
Class type:
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Textbooks:
All course materials are included unless otherwise stated.
Policies:
Schedule:
Instructor:
Jennifer Neeley
Current and former clients include Apigee, Castlight Health, Fiverr, LinkedIn, and Microsoft, as well as high-profile health care and technology executives who are referred to Jennifer for her discreet, strategic counsel. She is known for brining left and right brain ideas together through novel marketing and strategy.
Jennifer brought her skills to Iraq's Green Zone in 2011, where she worked with an international NGO to show them how to use practical tools like Google Analytics to identify where and how to disseminate information about voting rights. Her work coincided with the Arab Spring, which would lead to further opportunities to provide input on how to use social media to positive effect.
Jennifer earned her Master of Science (MS) from Columbia University Graduate School of Journalism and her Bachelor of Arts (BA) degree from the University of California, Berkeley. She has also completed programs at Lund University in Sweden and the American Conservatory Theater, and taught ESL (English as a Second Language) as a Peace Corps volunteer in Turkmenistan.
Jennifer a regular media fixture, routinely providing commentary on digital and social media to TV news outlets. She is also a sought-after speaker, and contributes to a number of online publications including Forbes, Social Media Today, Business2Community, and Medium.
Jennifer is passionate about giving back, and is an active participant on a number on nonprofit boards. She also maintains numerous professional memberships, and is active in the lifestyle and fitness community as a yoga teacher and health coach. She continues her personal development by studying Ayurvedic medicine.
Jennifer is currently working on research that aims to measure the impact of social media on at-risk health communities, as well as the mental health benefits of trauma-informed yoga offered to community groups who do not otherwise have access.
Section ID:
Class type:
All class meetings held in-person according to published location, dates and times. Students may be expected to engage with course content online during the published course dates.
Textbooks:
No textbook required.
Policies:
- No refunds after: 7/15/2025
Note:
Schedule:
| Date | Day | Start | End | Location |
|---|---|---|---|---|
| 7/7/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 7/14/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 7/21/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 7/28/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 8/4/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 8/11/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 8/18/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 8/25/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 9/8/2025 | Mon | 6:00 p.m. | 9:00 p.m. | Room 475, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
Instructor:
Caleb Chao, MBA
Caleb Chao is the Senior Manager, Search Strategy at SportRx in San Diego, CA. He is a 15-year veteran of the internet marketing industry with agency, brand, and entrepreneurial expertise in PPC/SEM, SEO, content marketing, analytics, client management, conversion optimization, digital & business marketing, and sales/operations strategy. Caleb is passionate about the intersection of psychology, marketing, sales, behavior, technology and economics.
Caleb has worked with brands such as Blindsgalore, Smith & Noble, Budget Blinds, Oakley, Ray-Ban, Maui Jim, Nike, Under Armour, Adidas, Revo, Costa, Smith, SPY, Fox, 100%, Quiksilver, Roxy, Wiley X, Lincoln Military Housing, Ambit Energy, Medicare.com, University of Mississippi, Florida National University, Indiana Tech University, Ivy Tech University, Archie/Peyton Manning Family Charity, UC San Diego, Sony, and BTO Sports.
Client type expertise includes B2B, B2C, ecommerce, lead gen, reputation management, financial services, legal, health, creative/marketing agencies, medical, education, automotive, utilities, sports, restaurants, technology, SAAS, electronics, defense, manufacturing, rapid prototyping, apparel, eco-friendly, nonprofits, services, startups, and multinationals.
Caleb graduated from UC San Diego with a BA in Economics, then obtained an MBA from Point Loma Nazarene University. Caleb teaches Digital Marketing and PPC Paid Search at UC San Diego Division of Extended Studies, and is a badged Google Partner with multiple certifications in Google Analytics and Google Ads.
Caleb has a passion for helping students navigate their internships/careers with assessments such as MBTI, StrengthsFinder, and the Enneagram. He has coached hundreds of students and colleagues with these business and personal development tools.
Caleb believes the most gratifying reward for teaching is seeing students progress in higher education, earn their next promotion, pivot to a new field, or massively increase their entrepreneurial revenue, marketing, and sales goals.
Caleb also enjoys coaching voice, guitar, band leading, and pro audio, volunteering at his kids’ schools, exploring martial arts, and administrating several large online community groups. A child of technology, Caleb relishes trips back to the Bay Area where he grew up in the heart of Silicon Valley, and loves driving the Pacific Coast Highway from San Diego to San Francisco and beyond.
