B U S I N E S S Social Media Marketing W e live in the era of social media. It’s not just today’s teenagers who spend hours on YouTube, Instagram, TikTok, and Facebook; it’s adults as well. Not surprisingly, businesses and nonprofits know they must master the art of social media marketing to reach their customers and stakeholders. But how? This course demystifies social media marketing, the art and science of leveraging networks as diverse as Facebook and Twitter, YouTube and Pinterest, LinkedIn and Instagram, in order to engage with existing customers and reach new ones. We will start with the conceptual framework that social media marketing is akin to throwing a party. You need invitations (a list of targeted guests and a promotion strategy), entertainment (content marketing), and other elements for your “party with a purpose.” Next, we will do a deep dive into each social network, starting with Facebook—Pages, Profiles, and the Facebook algorithm—and proceeding through LinkedIn, Twitter, Instagram, Pinterest, TikTok, and YouTube. By the end of the course, you will understand how to market via social media, including specific action items for your own company or organization. ja Son m Cdona l d Director, JM Internet Group Jason McDonald is an internet marketing consultant specializing in SEO, social media marketing, and Google Ads. He is the author of several books on internet marketing, including Social Media Marketing Workbook, SEO Workbook, Google Ads Workbook, and Marketing: Ultimate Almanac of Free Marketing Tools. He received a PhD from UC Berkeley. BUS 166 W 5 weeks, July 10 – August 11 1 unit, $510 Limit: 80 Refund Deadline: July 13 Course Format: Flex Online Funding a New Enterprise: Learn from Experienced Silicon Valley Practitioners Y ou have an idea to solve a problem, you have created the product or service to address this problem, you have proven the concept, and now you are ready to launch your new enterprise. But how do you get it funded and keep it on the path to success? This course will provide students with a balanced technical overview of the role and methodology of venture capital and angel financing from the perspec- tive of both the startup or early-stage company and the investor. The course will begin with an overview of the public equity marketplace and venture financing industry, including angel investors, incubators, and accelerators. We will then cover the concepts of risk and reward, organizing for optimal funding, equity and debt instruments, the “pitch,” term sheet and valu- ation negotiations, and subsequent financing rounds, including the IPO process. Current trends in private financing and deal terms will also be discussed. Veteran high-level venture professionals, along with experienced attorneys who work extensively with startups and later-stage companies, will be guest speakers. Each step in preparing to raise venture financing and actually doing so considers the perspective of the financier—the one deciding who gets funded and who does not. This course is a must for anyone who is considering, or has created, a new enterprise. ja m e S t e r r a nova Managing Director, Emeritus, WS Investment Company and Wilson Sonsini Goodrich & Rosati James Terranova was responsible for selecting and monitoring investment opportunities from among WSGR’s extensive private client and venture capital/ private equity funds for more than 25 years. Before joining WSGR, Terranova specialized in financial services with a major Wall Street firm and was an adjunct professor of finance at Menlo College. He continues to mentor startup entrepreneurs at several major universities. BUS 28 Wednesdays, 6:30 – 9:00 pm (PT) 8 weeks, June 28 – August 16 2 units, $730 Refund Deadline: June 30 Course Format: On-campus 73 R EGIS T R AT IO N F O R AL L C O UR S ES B EGINS ON MONDAY, MAY 22, AT 8:30 A M (P T ) R EGIS T ER O NL INE AT C O NT INUINGSTU DIES.STA NFORD.EDU