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UGBA 198: Marketing & Networking
Haas School of Business, Spring 2016
Day/Time:Thursday, 4-6:00 PM
Location: Cheit C110
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
Final Project 300 pts 30%
Journals 300 pts 30%
150 pts 20%
Participation 150 pts 15%
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
(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.
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
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
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!
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.
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
Note:There will be weeks when both your journal and speaker series write-up are due
at the same time. Please plan accordingly.
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
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.
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.
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
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.
Journal #1: Short introduction about yourself (year, major, past marketing
experience if any), why you are taking this course, and three things you hope
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.
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?
Register your information on this form now:
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:
Thanks for the interest!