Content Marketing
BUSA-40880
Content marketing is defined as the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Well-developed content is the heart of a successful marketing campaign.
In this course, students will learn to:
- Create content for a variety of industries and platforms
- Plan and create content for high-impact campaigns
- Create compelling communication with current and prospective customers
- Ensure that content aligns with the organization’s messaging, marketing strategies, products, and specific audience needs
- Students will also be introduced to various Content Management Systems (CMS), and they will learn to measure, analyze, and report on performance against key indicators
Note: Not all formats may be available every quarter.
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:
No textbook required.
Policies:
- No refunds after: 10/1/2024
Schedule:
Instructor:
Stephanie Kimberling, M.A., M.B.A.
Stephanie Kimberling is the head of digital marketing at SportRx, a San Diego-based ecommerce company and Top 10 Best Place to Work in America. Her areas of expertise include SEO, SEM, and web analytics. She earned an M.B.A. with an emphasis in sports business management from San Diego State University, as well as an M.A. in sociology from California State University, Northridge.
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: 10/23/2024
Schedule:
| Date | Day | Start | End | Location |
|---|---|---|---|---|
| 10/15/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 10/22/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 10/29/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 11/5/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 11/12/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 11/19/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 11/26/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 12/3/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 12/10/2024 | Tue | 6:00 p.m. | 9:00 p.m. | Room 340, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
Instructor:
Ron Weber
Ron is a digital marketing expert with 20+ years of experience driving measurable results through content marketing, SEO, and paid search. He is currently the Senior Director of Web Communications + SEO at Actian, where he leads the company's global acquisition, content creation, and SEO efforts. Prior to Actian, he held leadership roles at Teradata and Intuit, and has been a major proponent of content marketing wherever he has gone. He has also been a major SEO content creator, having written hundreds of money management tips for Quicken.com and Mint.com.
Ron has spent the majority of his career in the technology space, has been a digital marketer since the Internet started, and has been teaching content marketing at UCSD Extended Studies for over 5 years.
Specialties: search engine marketing, search engine optimization, conversion rate optimization, mobile marketing, app store optimization, display marketing, content development, content marketing, social media marketing, paid social, public relations, marketing research, business strategy, marketing strategy, site usability, media buying, a/b testing, email marketing, reporting/analysis, trend spotting, reputation management, domaining, and blogging.
Ron is a certified in Google Search, Google Display, Google Mobile, Google Video, Google Analytics and BrightEdge.
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:
No textbook required.
Policies:
- No refunds after: 1/14/2025
Schedule:
Instructor:
Stephanie Kimberling, M.A., M.B.A.
Stephanie Kimberling is the head of digital marketing at SportRx, a San Diego-based ecommerce company and Top 10 Best Place to Work in America. Her areas of expertise include SEO, SEM, and web analytics. She earned an M.B.A. with an emphasis in sports business management from San Diego State University, as well as an M.A. in sociology from California State University, Northridge.
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: 1/15/2025
Schedule:
| Date | Day | Start | End | Location |
|---|---|---|---|---|
| 1/7/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 1/14/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 1/21/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 1/28/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 2/4/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 2/11/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 2/18/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 2/25/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
| 3/4/2025 | Tue | 6:00 p.m. | 9:00 p.m. | Room 430, UCSD Division of Extended Studies 8980, 8980 Villa La Jolla Drive, San Diego |
Instructor:
Ron Weber
Ron is a digital marketing expert with 20+ years of experience driving measurable results through content marketing, SEO, and paid search. He is currently the Senior Director of Web Communications + SEO at Actian, where he leads the company's global acquisition, content creation, and SEO efforts. Prior to Actian, he held leadership roles at Teradata and Intuit, and has been a major proponent of content marketing wherever he has gone. He has also been a major SEO content creator, having written hundreds of money management tips for Quicken.com and Mint.com.
Ron has spent the majority of his career in the technology space, has been a digital marketer since the Internet started, and has been teaching content marketing at UCSD Extended Studies for over 5 years.
Specialties: search engine marketing, search engine optimization, conversion rate optimization, mobile marketing, app store optimization, display marketing, content development, content marketing, social media marketing, paid social, public relations, marketing research, business strategy, marketing strategy, site usability, media buying, a/b testing, email marketing, reporting/analysis, trend spotting, reputation management, domaining, and blogging.
Ron is a certified in Google Search, Google Display, Google Mobile, Google Video, Google Analytics and BrightEdge.
