Stanford Continuing Studies

Marketing Without Money: SEO and
Social Media

Creating buzz is a critical goal for both startups and established companies. To do so, almost nothing compares to the power of free on the Internet. Established companies such as Whole Foods leverage free blogs, Twitter, and Facebook to deepen customer relationships, while small businesses such as law firms and nonprofits use SEO (search engine optimization) to get to the top of critical Google searches. Today’s Internet world is a free-for-all of Google, blogs, Facebook, Twitter, You Tube, Google+, and other social media sites too numerous to list.

This course helps startups, small businesses, and even established companies understand the power of free on the Internet as well as the opportunities presented by Google SEO and social media marketing using Facebook and Twitter. Whether you are an entrepreneur or a marketing manager, this hands-on course will teach you the secrets of marketing without money. If you have a great idea or an ongoing business but limited budget, SEO and social media are the free keys that open the lock of Internet buzz.

Each week, we will take a new topic such as “How SEO Influences Google Results,” “Google+ and Authorship Opportunities,” “Twitter Marketing,” or “Facebook Success Stories,” and investigate case studies of success. Where are the free marketing opportunities? What are the common best practices that define success? And how do you use the knowledge from these case studies to build (or improve) your own strategy?

JASON MCDONALD

Senior SEO Director, JM Internet Group; Senior Editor, eg3.com

Jason McDonald is an established technology journalist and expert in internet marketing. His sixteen years of experience began with the successful launch of an early Internet tech portal for embedded systems engineers, eg3.com. Today, he focuses on tracking free online tools and leads free webinars for hundreds of people each month. He received an MA and a PhD from UC Berkeley.

BUS 218

Mondays, 7:00 – 9: 30 pm

5 weeks, June 25 – July 23

1 unit, $345 Limit: 49

8 Factors: A Comprehensive Framework for
Running a Successful Business

Do you feel like a firefighter in your job, spending more time putting out fires that arise in your business day-to-day than actually running your business? You’re not alone. This course will teach you a proven framework to help you gain control of your business and grow it in a sustainable way. The 8 Factors Framework, a concept developed by the instructor, is a way to get control of one’s business by implementing a more integrated approach that successfully manages daily business problems such as tracking cash flow, assessing competitors, and hiring the right people. The instructor developed and refined this approach while drawing on his experience running more than thirty companies around the globe. In this course, students will assess the eight critical factors—mission, cash, strategy, people, culture, processes, structure, and leadership—and learn how they are related in the daily running of their businesses. MICHAEL C. BUSH Founder and President, Eight Factors Michael C. Bush developed the 8 Factors Framework, an online performance improvement network for entrepreneurs and small business people. Previously, he has been a CEO, entrepreneur, educator, and turnaround consultant. Through a series of purchases of the first company he founded, Decision Pathways, he became president and CEO of the world’s largest wireless infrastructure provider, Tetra Tech. Bush has taught the 8 Factors curriculum to more than a thousand entrepreneurs and business people around the world. He received an MS in management from the Stanford Graduate School of Business. BUS 120 Tuesdays, 7:00 – 8: 50 pm 5 weeks, June 26 – July 24 1 unit, $280