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Marketing & Networking - Course Overview

Course Overview for UGBA 198 Marketing & Networking taught at UC Berkeley, Haas School of Business.

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Marketing & Networking - Course Overview

  1. 1. Marketing & Networking UGBA 198, Spring 2016 Haas School of Business
  2. 2. @MillennialIdeas #UGBA198Kickoff, @MillennialIdeas, @taictran
  3. 3. Millennial Ideas Follow, share, engage
  4. 4. Welcome! Year? Major? Career in marketing? Past marketing experience? Why are you taking this class?
  5. 5. My Background Recognitions Publishing Teaching Experience Tai Tran, BS ‘16 Business Administration
  6. 6. Course Assistants Lexa Gundelach Business Administration BS ‘17 Julian Gamboa (Lead CA) Pre-Business BS ‘18 Heather Romero Psychology BA ‘17 Arash Virk Pre-Business BS ‘19
  7. 7. Course Information UGBA 198: Marketing & Networking Haas School of Business, Spring 2016 Day/Time:Thursday, 4-6:00 PM Location: Cheit C110 Instructor:Tai Tran Email: taitran@berkeley.edu
  8. 8. Course Roadmap Marketing Networking InternshipsSpeaker Series
  9. 9. Course Objectives Understand the background of social media marketing and networking Understand the advantages and limitations of different social media platforms Understand the development and execution of a social media marketing strategy Understand the importance of data and metrics in social media marketing Understand the steps to optimizing and building a personal brand via LinkedIn
  10. 10. Course Evaluation Final Project 300 pts 30% Journals 300 pts 30% Speaker Series Assignments 150 pts 20% Participation 150 pts 15% Marketing Interview 50 pts 5% Twitter Chat 50 pts 5% This course is taken on a P/NP basis. In order to pass, you will need to fulfill ALL of the listed requirements: (a) obtain >=800 points (80%) and (b) have no more than one unexcused / excused absence. Note: Due to the size of this course, late assignments will NOT be accepted. Please plan accordingly.
  11. 11. Attendance & Course Policies Attendance will be taken at each class. You will receive a late arrival/early leave penalty if you arrive late (after 4:15 pm) or leave early (before 6:00 pm), where two penalties = one absence. You are given ONE unexcused/excused absences. You may make up ONE additional absence by completing an additional Capstone Executive Summary (brand of your choice) and receiving a satisfactory grade on the assignment (>=80%), which is due the following class after your absence at 4:00 PM via email. Note that this absence make-up exception can only be used once. You will receive a No Pass (NP) if you miss more than ONE class. Electronics Usage in Class Policy Electronic devices (i.e. smartphones, laptops, tablets) cannot be used in class. They are distractions that take away from class time, and disrespectful to speakers and group presentations. Name Plaque Policy Please bring and use a name plaque at every class as it will make it easier for name and face recognition. Students without a name plaque will receive a one participation point penalty per class session.
  12. 12. Final Project The final project will give you the opportunity to work with a brand and help them assess, evaluate, and consult the social media strategy behind one of their social channels. This is assigned in lieu of a final exam. The final project is to be done in groups of 4-5 students. More information will be given on Week 5. Some groups will have pre-assigned business partners and customized case study. Remember that this is more than just a final project. Your executive summary and keynote can be used as part of your future marketing portfolio, thus write and present to impress!
  13. 13. Past Projects
  14. 14. Journals Weekly journals will be assigned to help prepare you prior to a class session. Unless stated otherwise, all journals must be submitted via bCourses with a 250 words minimum on Sunday at 10:00 pm. Journals below the minimum requirements (i.e. word count) will be given no credit. Journal #1: Short introduction about yourself (year, major, past marketing experience if any), why you are taking this course, and three things you hope to learn.
  15. 15. Speaker Series Assignments Speaker Series Assignments will be assigned to help you prepare for our guest speaker series. SSAs must be submitted via bCourses on Sunday at 10:00 pm. SSAs below the minimum requirements (i.e. word count) will be given no credit. Note:There will be weeks when both your journal and speaker series write-up are due at the same time. Please plan accordingly.
  16. 16. Participation We all learn and participate differently. In this course, participating comes in several forms to cater to every student’s different style of learning: in class, office hours, online (Facebook and LinkedIn), and surveys. We expect the class to be fully engaged in every session, including those for guest speakers and peer presentations. Note: Participation is graded holistically, which means while enthusiasm and engagement during class will be a positive, being distracted or on your phone in class will be a negative.
  17. 17. Marketing Interview This is your opportunity to propel your marketing career. You may choose from two routes to fulfill this project. Both options will require documentation of completion. More information will be given on Week 2. Option 1: Find and choose a marketing professional that you would like to interview. This person may work in any function of marketing: digital, social, product, corporate, public relations, and communications. They cannot be a current student or recent alumni (class of 2013-2015), no exception. This can be done over coffee, phone, or video chat. Option 2: Apply and participate in two rounds of a marketing internship or full-time interview. You do not need to be given an offer in order to receive credit.
  18. 18. Marketing Interview
  19. 19. Twitter Chat During the semester, you will be participating in a Twitter chat with @MillennialVoices, a channel on millennial thought leadership and ideas. You will be required to create a Twitter account, follow @MillennialVoices, and engage in a Twitter chat. The chat ranges from open discussions on a chosen topic to guest speakers. There will be roughly 3-5 of these throughout the semester, thus you should schedule accordingly to attend at least one. You are encouraged to attend multiple chats.
  20. 20. First Assignment Journal #1: Short introduction about yourself (year, major, past marketing experience if any), why you are taking this course, and three things you hope to learn. Due:Thursday, February 4, 2016, in class (4:00 pm) Submission: For this first journal, you will turn in a PHYSICAL COPY. Subsequent journals will be submitted via bCourses. 
 Format: 250 words, 12-font size, Times New Roman, 1-in margins, double space. Remember to include your name.
  21. 21. Enrollment & Course FAQs Q. Can I audit the course? Q. How to increase our likelihood of getting accepted? Q. When is the class held? Q. Can I apply to Marketing Thought Leadership as well? Q. Why is the course evaluation so strict?
  22. 22. Enrollment Register your information on this form now: 
 http://bit.ly/UGBA198-SP16 Deadline to submit application: January 29, Friday, 10:00 pm
 Expect to hear back by: Tentatively January 31-February 2
 Confirm enrollment ASAP (or your spot will be forfeited): Within 12 Hours of Acceptance Stay in touch: /taictran @taictran Questions? Thanks for the interest!