SPRING - UCSC Extension Silicon Valley

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marketing Business and Management Integrated Marketing Communication BUSAD.X458.7 (2.5 quarter units) An integrated marketing communication plan is the best way to reach your appropriate target market in a cost-effective and measurable way. This course shows you how to develop a plan and budget with a good return on investment using a blend of marketing tools that conveys a consistent message. Upon completion of this course, you will be able to explain the manager’s role in the marketing communication process, determine marketing communication objectives versus general marketing objectives, and properly identify the key messages for your target markets. You’ll learn the criteria for developing creative materials, evaluate and integrate all the various marketing communication tools available, select the appropriate traditional and modern digital media channels, develop integrated budgets using the “Task Method,” and develop and implement measurement and feedback processes. MICHAEL SAVOD, M.B.A. ONLINE, April 26–June 14. Fee: $685 ($68.50 discount for early enrollment). To enroll, use Section Number 3599.(030) Elective Courses Advanced Social Media Marketing: A Practical Approach for Business BUSAD.X400.095 (1.5 quarter units) This course provides a pragmatic approach to achieving measurable sales and marketing goals. The course updates traditional sales and marketing strategies and techniques using modern social media marketing tools and platforms. You will learn how to use social platforms such as Facebook, Twitter, and LinkedIn to expand the sales funnel globally, shorten the traditional sales cycle, and automate large portions of the sales process. INSTRUCTOR: TBA. ONLINE, May 3–June 7. Fee: $580 ($58 discount for early enrollment). To enroll, use Section Number 22871.(004) Business and Professional Writing For course description, see page 26. Early Enrollment Discount Save 10 percent when you enroll more than 14 days before the first day of class. VIEW complete course schedules ONLINE AT UCSC- EXTENSION.EDU Search Engine Marketing BUSAD.X400.050 (2.0 quarter units) Your Web site is your marketing window to the world. But how will the world find you and will they stay once they arrive In this course, you’ll find answers to these questions and learn to create a complete and effective Web-marketing program. You’ll learn how you can score better by having an active organic search (SEO) program and understand when it pays to advertise online and use SEM/PPC campaigns. The course also covers using Social Media to boost your search engine rankings. JOHN THYFAULT, B.A. ONLINE, April 10–June 5. Fee: $630 ($63 discount for early enrollment). To enroll, use Section Number 19966.(009) Web Writing That Works BUSAD.X400.097 (1.5 quarter units) Make texts on a corporate Web site, blog, or social network fun to read, quick to digest, and easy to act on by using style techniques specific to electronic communications. This course draws on contemporary research into Web usability, reading comprehension, and user psychology. Extensive handouts and sociable discussions will provide you with practical guidelines you can immediately apply on the job. JONATHAN PRICE, D.F.A. ONLINE, April 25–May 29. Fee: $580 ($58 discount for early enrollment). To enroll, use Section Number 23091.(003) Positioning and Brand Management BUSAD.X497.6 (1.5 quarter units) Dynamic market positioning is a strategic process designed to build awareness of companies and their products. Through lecture, case-histories and discussion, participants examine the step-by-step process used to position high-technology companies and their products. Topics include assessing and analyzing markets based on benefit and feature sets, evaluating existing positions and windows of opportunity, understanding and developing brand values, touch points and personas, mapping competitors in the market, creating positioning statements, establishing brand management throughout a company, and devising methods to preserve and enhance the brand. This course is designed for marketingcommunication and product-marketing managers at small and large firms who are planning to launch new products or need to reposition existing products, and is of equal benefit to business owners and CEOs of small companies who want to understand how to leverage their marketing dollars by establishing powerful brands and positions in the market. STEVEN CLARKE, M.B.A., Ph.D. ONLINE, April 24–May 29. Fee: $580 ($58 discount for early enrollment). To enroll, use Section Number 3781.(005) Power of Market Research BUSAD.X417.6 (2.0 quarter units) HRCI–PHR, SPHR and GPHR strategic recertification credit. Executives need market research to make informed strategic business decisions on product planning, target markets, customer requirements, communications strategies, pricing, distribution channels, and many other factors. You will learn to identify the strengths and limitations of market research, as well as the proper ways to gather and present information–in the process demonstrating the market power you can gain from key knowledge points. Topics range from basic survey techniques in both primary and secondary research to an understanding of the power of statistical factgathering and analysis. JENNIFER JACKSON, B.S. ONLINE, April 17–June 12. Fee: $630 ($63 discount for early enrollment). To enroll, use Section Number 0109.(043) 3NEW Consumer Insights: Data Analysis and Interpretation BUSAD.X421.068 (1.5 quarter units) Through case studies, this course introduces concepts required to understand consumer data from various sources, including retail, Web, survey, and call center data. You will learn the key strategies and promotions companies use to increase the profitability of their businesses based on consumer feedback data. You will have the opportunity to work on three detailed business case studies. In the final project, you’ll perform a complete analysis of a business case from its inception to execution. The course utilizes advanced MS Excel skills for data manipulation. Prerequisite(s): Basic mathematics. Rema Vinjamuri, M.S. SANTA CLARA CLASSROOM 5 meetings: Mondays, 6–9 pm, May 7–June 11. Fee: $580 ($58 discount for early enrollment). To enroll, use Section Number 30038.(001) ACCESS TO ONLINE MATERIALS online materials indicates that classroom instruction is supplemented with online materials or activities. Students who enroll in these courses, and in those which are entirely online, will receive logon information within 24 hours. However, valid logon information may not be active until the course’s start date. 34 Enroll on our Web site with a credit card. It’s the fastest, easiest way to get started. Visit ucsc-extension.edu.
MCLE Credit MBA in Brief for Attorneys Program Contact Business and Management Department, (408) 861-3860, or e-mail program@ucsc-extension.edu. Better equip yourself to run your practice while you fulfill your MCLE requirements Learning to deal with the general business issues that attorneys confront in finance, accounting and management is part of your continuing professional education. The MBA in Brief for Attorneys at UCSC Extension is designed to meet the goals and time constraints today’s attorneys face. Our courses are accredited, convenient and attractively priced to help you fulfill your MCLE credit requirements. You’ll receive UC-quality instruction studying at UCSC Extension Silicon Valley, where working professionals make us the #1 choice for their advanced educational needs. MCLE CREDIT Business Law and Its Environment For course description, see page 25. Finance for Non-Financial Managers For course description, see page 24. Introduction to Accounting I: Financial Accounting For course description, see page 21. Introduction to Accounting II: Managerial Accounting For course description, see page 21. Courses units Course F W Sp Su Accounting Introduction to Accounting I: Financial Accounting..............38..5..........3658. p n n n Introduction to Accounting II: Managerial Accounting.........38..5..........1224 n m n n Financial Statement Analysis.................................................38..5..........6938. n Finance Estate Planning.....................................................................30.0 .........1743 n n Finance I, Fundamentals.......................................................30.0..........3636 n n Finance for the Non-Financial Manager................................13.0..........4247 n m n General Business Administration Business Law and Its Environment.......................................29.0..........6360 n n Principles of Marketing........................................................19.25 ........0104 n m Web 2.0: Social Media Marketing........................................19.25.......19357 m Human Resources Management Law and Human Resource Management..............................20.0......... 528.3 n n n Terminating Problem Employees............................................6.0...........3656 n Workplace Investigations ......................................................6.0...........5512 n Workplace Violence Preparedness ........................................6.0...........0564 n n held in classroom m offered online p both classroom and online sessions are available Business and Management MCLE credit / Technical Writing Technical Writing Certificate Program Technical Writing and Communication Certificate Contact Business and Management Department, (408) 861-3860, or e-mail program@ucsc-extension.edu. Program Overview Technical communicators work in a variety of fields, and professionals must expand their skills to keep pace with the needs of Silicon Valley’s most innovative companies. Whether addressing advanced topics or grammar basics, our comprehensive program centered around information usability educates superb technical communicators at all levels in all technical disciplines. Our program is structured into five categories of courses, each catering to a different need and expertise within the professional community: • Technical Communication Fundamentals • Advanced Topics in Communications • Project Leadership • Tools and Technologies • Engineering Communication Take individual courses to expand or update specific skills, or pursue the certificate for comprehensive instruction from the professionals who helped define the profession in Silicon Valley. Audience • Information developers, engineers and architects • Career changers • Documentation project leads • Engineering managers • Technical writers, editors and communicators • User experience architects and designers • Usability engineers • Visual designers Certificate Requirements • Total of 10 courses –Seven required courses –Three elective courses • Overall GPA of 3.0 • Course work must be completed within three years of declaring candidacy • Courses completed more than five years prior to date certificate is issued cannot be used to fulfill requirements Recommended Course Sequence • It is recommended that you start with “Technical Communication: An Introduction to the Profession”. • You must end with “Final Project: Résumé and Portfolio Preparation”. For Certificate Application Information and Information on Transferring Credit from Other Schools, see page 4. Visit ucsc-extension.edu for the most current program schedule. Copyright © 2012 The Regents of the University of California. All Rights Reserved. 35
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SPRING - UCSC Extension Silicon Valley

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