Marketing & NetworkingUGBA 198, Spring 2016

Haas School of Business

@MillennialIdeas #UGBA198Kickoff, @MillennialIdeas, @taictran

Millennial Ideas Follow, share, engage

Welcome!Year? Major?

Career in marketing?

Past marketing experience?

Why are you taking this class?

My Background

Recognitions

Publishing Teaching

Experience

Tai Tran, BS ‘16 Business Administration

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

Course InformationUGBA 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

Course Roadmap

Marketing Networking

InternshipsSpeaker Series

Course ObjectivesUnderstand 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

Course EvaluationFinal 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.

Attendance & Course PoliciesAttendance 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.

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!

Past Projects

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.

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.

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.

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.

Marketing Interview

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.

First AssignmentJournal #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.

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?

EnrollmentRegister 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!