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Click on the name of an online course offered at UC Berkeley Extension Online to view the detailed information; you can also find out about the college or university offering the course by clicking on "School's Profile". |
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Name (Section Id) |
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Program |
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Degree |
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Name of College, University |
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School's Profile |
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Essentials of Advertising (X401.7) |
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Marketing |
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C |
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UC Berkeley Extension Online |
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Details |
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This course provides an overview of the essential methods, strategies, and vocabulary necessary for a fundamental understanding of the advertising process. Topics include marketing strategy and positioning, account management, media, and the creative process. This course will enable participants to conceive, manage and direct the advertising process from both an advertising agency and client perspective.
Examples are drawn from high-tech, industrial, consumer and service areas. This course is intended for adult learners who have minimal knowledge of the theory, concepts, and techniques of advertising.
On completion of this course, students will:
Understand the role of advertising in launching products, building brands, and increasing market sales and market share.
- Be conversant with the essential concepts and vocabulary of advertising.
- Be familiar with media planning and strategy as part of an overall marketing campaign.
- Know the roles of different functional areas within an advertising agency: account management, creative, production, and media.
Be able to mix different types of advertising methods, including print, radio video, database, and online advertising in creating an advertising plan that meets industry standards.
Supervised final examination. |
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Essentials of Direct Marketing Methods (X463.5) |
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Marketing |
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C |
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UC Berkeley Extension Online |
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Details |
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The use of direct marketing has grown at an unprecedented rate over the past five years. By understanding direct marketing methods, you can increase the response rate of your efforts dramatically.
This course explores all aspects of the discipline of direct marketing, with a focus throughout on the best state-of-the-art practices and supporting research and theory. Recent socioeconomic trends, including dual wage earner households and the expansion of the home computer market, have favored direct marketing and will continue to do so.
The course provides a systematic and thorough approach to the study of direct marketing. Throughout the course, examples and applications are drawn from a wide range of consumer, business, and not-for-profit direct marketing for both products and services. Supervised final examination. |
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Essentials of Marketing (X460.1) |
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Marketing |
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C |
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UC Berkeley Extension Online |
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Details |
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How can you implement your organization's mission in the marketplace? And how do you know whether your products and/or services meet your customers' needs? This course, designed for both for-profit and nonprofit marketing professionals, answers these questions and offers a comprehensive survey of the vocabulary, concepts, and techniques of marketing. It is geared toward those who are in the early stages of their marketing careers as well as those just starting to explore the field.
Through lectures, readings, case studies, and hands-on projects, you explore the complex relationship between what your customers need and what your organization offers. You develop a systematic approach for examining the successful delivery of product, place, promotion, pricing, positioning, and service, with the end goals of creating product value and customer satisfaction. You integrate marketing analysis and research plans, information on consumer behavior, target segments, strategy development, brand management, global marketing, and social responsibility, and examine them across a variety of industries and institutions.
Note: If you are enrolled in the Online Certificate in Marketing program, Essentials of Marketing should be your first course. It provides you with a foundation for designing and implementing marketing plans, studying advanced topics, and progressing toward completion of the certificate.
Supervised final examination. |
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Essentials of Public Relations (X466) |
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Marketing |
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C |
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UC Berkeley Extension Online |
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Details |
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A single page of advertising can cost as much as $30,000, a hefty expense for small and large companies alike. Many companies, however, are putting marketing dollars toward inexpensive, cost-effective public relations techniques. In this course you learn how to create public relations materials, such as positioning statements and press releases. Emphasis is on practical aspects of media relations and response to crises.
Through case studies, you gain experience identifying problems, creating solutions, and understanding reporters' interviewing styles. This course is intended for entry- and junior-level professionals in the field, as well as managers and support personnel who need an understanding of marketing, advertising, and public relations. It is also appropriate for those considering a career change. Supervised final examination. |
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Exploring Your Creative Writing Potential (X70) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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This course gives you an overview of the most common genres of fictional self-expression: poetry, short stories, novels, the first-person essay, and plays. You have an opportunity in a safe environment to experiment and discover. The purpose of learning the history of genres and their conventions is not to follow in predecessors' footsteps but to become aware of what others have done so that we can build on it. In class assignments, emphasis is placed on the shorter forms to maximize the number of genres in which you are able to experiment. |
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Financial Analysis (X432.2) |
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Finance |
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C |
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UC Berkeley Extension Online |
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Details |
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This course is a continuation of Basic Corporate Finance and as such continues the survey of topics not covered in the basic course. Subjects covered include capital budgeting, the evaluation of long-term financing options, working capital management, trade financing, and derivatives. Cases and problems are used to illustrate financial decision making in the key areas of financing. |
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Fundamentals of Data Communications and Networking (X433) |
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Information Technology |
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C |
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UC Berkeley Extension Online |
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Details |
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This course gives you an introduction to the basic concepts, fundamental principles, and technology in the design and operation of data communication and network systems. Topics include data transmission fundamentals, physical media, data encoding techniques, interfacing, link control, multiplexors, wide-area network circuit and packet switching, local area networking technology and implementations, architectures and protocols. |
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Fundamentals of Screenwriting I (X413) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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This introductory scriptwriting workshop helps you turn your ideas into blueprints for feature-length films. The course reviews structure, theme, plot, action, and dialogue, as well as narrative conventions and script format. You produce a written project, submitted in standard script format. Students will learn to analyze screenplay structure through the study of professional, produced screenplays, in their own writing, and in the writing of their classmates.
For anyone interested in writing or film, novelists, and playwrights interested in adapting their work to the screen, and film professionals. No required texts for this course: requires access to a VCR. |
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Fundamentals of Screenwriting II (X415) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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The focus of this course is to help students complete a feature-length screenplay that delivers what it promises in its premise. Writing assignments center on the important elements of a good screenplay, including structure, advancing plot and theme, maintaining tension, developing character, and creating dialogue. This hands-on writing workshop provides an opportunity for students to participate in peer reviews and obtain instructor critiques of their work. Requires access to a VCR. Eight videos are analyzed in the course. Students may choose from a list compiled by the instructor.
Prerequisite: One completed screenwriting class or workshop and one completed rough draft of a first act of a screenplay. |
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General Psychology (XB1) |
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Psychology |
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C |
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UC Berkeley Extension Online |
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Details |
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Psychology is the scientific study of behavior. In a sense, each of us is a psychologist since we are curious, we explore our surroundings, we observe ourselves and others, and we try to understand and explain our behavior. This course serves as an introduction to the principal areas, problems, and concepts of psychology. Topics include development, learning, perception, emotion, personality, stress, and pathology.
Supervised final examination..
The course may be used to satisfy 45 continuing education hours for nurses, BRN provider #00226. |
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Genres of Fiction: A Writing Workshop (X437) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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Emphasizing the techniques that are essential to several categories of fiction -- literary, mystery, science fiction, romance -- this course guides you through the writing process, helps you develop self-assessment and critical skills, and helps you prepare your manuscript for publication. As you write and revise two short stories or chapters of a novel, you acquire an understanding of the basic elements of fiction writing and of your own viewpoint and skills as a writer. |
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Genres of Fiction: A Writing Workshop (X437) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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Emphasizing the techniques that are essential to several categories of fiction -- literary, mystery, science fiction, romance -- this course guides you through the writing process, helps you develop self-assessment and critical skills, and helps you prepare your manuscript for publication. As you write and revise two short stories or chapters of a novel, you acquire an understanding of the basic elements of fiction writing and of your own viewpoint and skills as a writer.
Formerly called Popular Forms of Fiction: A Writing Workshop. |
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Grammar and Writing for Business (X11) |
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Humanities & Liberal Arts |
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C |
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UC Berkeley Extension Online |
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Details |
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Speakers of English as a second language practice writing clear, correct sentences and brief pieces of business communication. You review the basic rules of grammar, learn how to recognize errors and correct them, and learn to express ideas clearly. Topics covered include memos, business letters and reports, with an emphasis on cohesion, sentence structure, grammatical accuracy and appropriateness of tone and format. |
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Great Directors (X7) |
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Art & Design |
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C |
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UC Berkeley Extension Online |
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Details |
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Explore the fundamental concepts of film directing, learn proper film terminology, and develop an understanding of the director's role in creating a film. This course covers the importance of text, the concept of theme, the shaping of performance, and the use of the language of film. You study the work of five great directors, including how their works illustrate their command of the medium and how they succeed in creating their vision. You also examine the elements that make these films work, the development of the directors' styles, and their influence on the relatively new medium of film.
Students will need access to a VCR and video rental facilities in order to view and then critically comment on assigned videos.
Please note: although there is no single required textbook for this course, students will be required to reference some recommended reading materials in their final essay. These books should be readily available from local or online bookstores. |
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History of Buddhist Philosophy (X169) |
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History |
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C |
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UC Berkeley Extension Online |
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Details |
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This course surveys the 2,500 years of Buddhism, beginning in India with the teachings of the historical Buddha and progressing through the development of Mahayana thought and the philosophies of the Chinese and Japanese schools of Buddhism. Supervised final examination. |
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History of Islam (X21) |
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History |
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C |
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UC Berkeley Extension Online |
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Details |
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This broad-ranging course explores the rich and complex history of Islam from the birth of the religion to the present day. Students gain a greater appreciation for the cultural, geographical, and political diversity of the people who comprise the Islamic mosaic. Course materials will focus particular attention on the religious values of the culture as exemplified by the life of the prophet Muhammad and the Quran, and examine how its religious foundation accounts for Islam's attempts to remain a distinctive, separate civilization. |
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History of Islam (X21) |
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History |
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C |
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UC Berkeley Extension Online |
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Details |
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This broad-ranging course explores the rich and complex history of Islam from the birth of the religion to the present day. Students gain a greater appreciation for the cultural, geographical, and political diversity of the people who comprise the Islamic mosaic. Course materials will focus particular attention on the religious values of the culture as exemplified by the life of the prophet Muhammad and the Quran, and examine how its religious foundation accounts for Islam's attempts to remain a distinctive, separate civilization. |
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History of Western Philosophy from the Pre-Socratic Period to the End of the Middle Ages (X20A) |
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History |
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C |
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UC Berkeley Extension Online |
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Details |
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The major philosophical concerns and concepts in Western thought are introduced, beginning with early texts in which philosophy first becomes distinguishable from myth and concluding with the philosophical debates of medieval Christianity. You explore philosophical questions relating to politics, metaphysics, natural science, logic, ethics, and aesthetics. The philosophers covered include Plato, Aristotle, St. Augustine, and St. Thomas Aquinas. |
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Human Factors and Team Dynamics for Project Management (X469.2) |
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Business |
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C |
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UC Berkeley Extension Online |
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Details |
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The hardest part of quality management to understand and apply is the most critical part: the creation, nurturing, and sustaining of an organizational climate based on the principles and practices of quality. Without this requisite, teamwork, employee empowerment, and continuous improvement degenerate into buzzwords that increase employee cynicism and decrease responsiveness to organizational goals.
Companies that have been successful in implementing TQM have instilled a certain set of values and beliefs in their operating cultures. The course details these elements and discusses the benefits to companies that adopt them. Wherever your organization is in its efforts to improve customer satisfaction and competitiveness, this course provides line and staff managers with useful information and techniques they can take back to work and apply. |
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Human Factors and Team Dynamics for Project Management (X469.2) |
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Business |
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C |
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UC Berkeley Extension Online |
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Details |
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The hardest part of quality management to understand and apply is the most critical part: the creation, nurturing, and sustaining of an organizational climate based on the principles and practices of quality. Without this requisite, teamwork, employee empowerment, and continuous improvement degenerate into buzzwords that increase employee cynicism and decrease responsiveness to organizational goals.
Companies that have been successful in implementing TQM have instilled a certain set of values and beliefs in their operating cultures. The course details these elements and discusses the benefits to companies that adopt them. Wherever your organization is in its efforts to improve customer satisfaction and competitiveness, this course provides line and staff managers with useful information and techniques they can take back to work and apply. |
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