Exceptional Summer Pre-College Marketing and Entertainment Program for High Schoolers at UC Berkeley in San Francisco

Course Description: Exceptional Summer Pre-College Marketing and Entertainment Program for High Schoolers at UC Berkeley in San Francisco

The Marketing & Entertainment Programme offers an academically rigorous and creatively driven introduction to one of the world’s most influential industries. Designed for students aged 15–18, the programme explores how storytelling, branding, and audience engagement shape modern marketing and entertainment across digital, media, and consumer platforms.

Set in San Francisco, a global centre for technology, media innovation, and creative entrepreneurship, the programme blends university-style academic learning with real-world industry exposure. Students gain insight into how marketing strategies are developed, executed, and evaluated within fast-moving entertainment and media environments.

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Academic Approach & Learning Style

Teaching follows a project-based, university-style learning model, placing strong emphasis on applied learning and creative problem-solving. Students are encouraged to:

• Analyse real-world marketing and entertainment case studies

• Apply theoretical frameworks to practical challenges

• Collaborate on creative projects and pitch original ideas

Sessions combine academic discussion, hands-on workshops, and guided reflection, ensuring students develop both analytical rigour and creative confidence.

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Core Academic Content

Introduction to Marketing Strategies & Consumer Behaviour

Students begin by exploring the foundations of marketing and entertainment, focusing on:

• The psychology behind consumer decision-making

• How audiences engage with brands and media

• Analysis of successful advertising and promotional campaigns

This module introduces key marketing terminology, metrics, and theories used in both academic study and industry practice.

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Fundamentals of Marketing

This module examines how brands build identity and competitive advantage. Students explore:

• Brand positioning and brand storytelling

• Market segmentation and targeting

• The use of traditional and digital marketing channels

Through discussion and hands-on activities, students gain insight into the techniques that drive engagement and brand loyalty in competitive markets.

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Marketing’s Role in the Entertainment Industry

Students explore the close relationship between marketing and entertainment, examining:

• How films, music, television, and digital content are promoted

• The role of marketing teams within entertainment companies

• Campaign design for launches, premieres, and audience growth

Real-world case studies highlight how strategic marketing decisions directly influence the success of entertainment ventures.

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Social Media & Influencer Marketing

This module focuses on the impact of digital platforms on modern marketing strategies. Students explore:

• Social media strategy and platform-specific content creation

• Influencer partnerships and authenticity

• Building brand awareness and engagement in a digital-first world

Students analyse current campaigns to understand how brands leverage creators and communities to connect with audiences.

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Practical Experiences & Industry Exposure

Students participate in practical experiences across San Francisco, offering exposure to:

• Advertising agencies

• Media production studios

• Entertainment and content-focused organisations

These experiences allow students to observe content creation, brand management, and social media strategy in action, while exploring emerging technologies shaping the future of marketing and entertainment.

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Real-World Project: Marketing Campaign Showcase

A core component of the programme, the Marketing Campaign Showcase challenges students to:

• Design and develop a marketing campaign for a product or service

• Integrate branding, strategy, and digital marketing techniques

• Present their campaign to peers and tutors

This project develops strategic thinking, creativity, collaboration, and presentation skills, mirroring real-world industry workflows.

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Project-Based Sessions

Throughout the programme, project-based sessions provide students with opportunities to:

• Apply academic learning to practical tasks

• Identify strengths and areas for improvement

• Refine creative and analytical skills through feedback

These sessions reinforce learning and encourage independent growth.

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Academic Preparation & Support

Some tutors may assign preparatory reading or short tasks before the programme begins. These activities are strongly encouraged, as they help students engage confidently with academic material and project-based learning from the outset.

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Who This Programme Is For

This programme is ideal for students who:

• Are interested in marketing, media, or the entertainment industry

• Enjoy creative thinking, storytelling, and strategic analysis

• Are considering future study in marketing, communications, or business

• Want early exposure to university-style academic learning

No prior marketing or media experience is required.

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Key Outcomes

By the end of the programme, students will have:

• A strong foundational understanding of marketing and entertainment principles

• Experience with project-based, university-style learning

• Enhanced creative, analytical, and communication skills

• A completed marketing campaign project suitable for academic portfolios or applications

Where You’ll Be Staying �*

Students will be based at University of California, Berkeley (UC Berkeley), one of the leading public universities in the United States and a global hub for innovation and academic excellence.

Located just across the bay from San Francisco, this vibrant campus allows students to experience authentic undergraduate life while immersing themselves in the tech-forward culture of the Bay Area. Accommodation is provided in comfortable, secure, college-style rooms, with essential amenities, shared lounge spaces, and communal areas designed to encourage social interaction and collaboration.

Male and female participants are housed separately, ensuring a safe and well-supervised residential environment. With easy access to major technology landmarks, startups, and cultural sites, students can take part in immersive excursions while building a diverse, global network of peers.

Living at UC Berkeley offers the ideal setting for intellectual growth, personal development, and career exploration.

Location: UC Berkeley, Berkeley, CA, United States

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Will I Be Sharing a Bedroom? 🛏️

Yes. Accommodation is arranged as follows:

• Bedrooms are twin or triple occupancy, allocated at random

• Shared bathroom facilities are provided, typically at a ratio of one bathroom per four participants

• Where bathrooms are shared, accommodation areas are separated by gender, including separate corridors

This setup ensures a safe, well-organised, and social living environment for all participants.

Can I Stay in a Room Next to My Friend? 🛏️

We always do our best to accommodate rooming requests; however, we are unable to guarantee specific room placements.

In many cases, we can arrange neighbouring rooms if you and your friend are enrolled in the same subject and programme dates. Requests are considered on a best-effort basis and depend on availability at the time of allocation.

Can a Parent or Guardian Stay with Me? 👨‍👩‍�*

Parents or guardians are not permitted to live on-site during the programme.

Many families choose to stay privately in hotels or rented accommodation in the city. While we do not partner with accommodation providers, platforms such as Booking.com and TripAdvisor can be helpful for comparing options.

How Fluent Do I Need to Be in English? 🗣️

Our tutors are experienced in teaching undergraduate-level students from around the world and are highly supportive of participants whose first language is not English.

While students do not need to be native speakers, we recommend a minimum English proficiency level of B2 to ensure participants can fully engage with the academic content, discussions, and project-based learning throughout the programme.

This level allows students to follow lectures confidently, contribute to seminars, and benefit fully from the programme’s academic depth.

Small Class Sizes 👩‍🏫👨‍�*

Students benefit from an intimate and highly interactive learning environment, with just 7–10 students per class. This small-group setting allows tutors to provide personalised guidance, encourage active participation, and tailor discussions to each student’s interests and academic goals.

Smaller class sizes ensure every student’s voice is heard, fostering confidence, deeper understanding, and meaningful engagement throughout the programme.

UCAS Points Available �*

Strengthen your UK university application by earning 8 UCAS points through this summer programme.

Students may opt in for this opportunity during the application process, allowing them to gain official UCAS-recognised points—a valuable way to stand out in a competitive admissions landscape.

• Available as an optional add-on

• Open to students aged 14 and above at the time of the programme

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Guest Speakers from Previous Summers �*

Participants will hear from inspiring guest speakers from a wide range of professional and personal backgrounds, offering insight beyond the classroom.

Suzanne Williams QPM

Former Senior Detective

An experienced hostage negotiator who has worked on some of the most high-profile and dangerous hostage situations worldwide, including negotiations in active war zones.

Jody Bragger

Ex-Military Officer & CEO of Midnight Runners

Former military officer and CEO of Midnight Runners, the world’s largest independent running community. He is also the founder of the Mogadishu Marathon, the country’s first since the outbreak of war.

Sarah Outen

Adventurer & Explorer

A British adventurer who has successfully circumnavigated the globe, overcoming extreme conditions and long periods of isolation in some of the world’s most remote environments.

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Backed by Academic Experts �*

Our programmes are shaped and validated by an Academic Advisory Panel made up of senior Fellows and Professors from world-leading universities, ensuring academic rigour, relevance, and credibility.

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A Day in the Life in San Francisco �*

Weekdays: Career Learning & Industry Exposure

Morning: Breakfast & Preparation (07:30–09:30) ☀️

Students begin the day with breakfast, using the time to prepare for a full schedule of career-focused learning in the heart of the Bay Area.

Late Morning: Project-Based Sessions (09:30–11:15) �*

Mornings are dedicated to project-based learning, where students work collaboratively on real-world challenges linked to their chosen career pathway. These sessions emphasise innovation, teamwork, and practical problem-solving.

Midday: Lunch Break (11:15–13:15) 🍽️

Students enjoy a relaxed lunch break, providing time to recharge, socialise, and explore nearby cafés before afternoon sessions.

Early Afternoon: Career Skills & Industry Visits (13:15–14:15) �*

Afternoons often focus on career skills development, including communication, leadership, and professional readiness. On selected days, students take part in industry visits, gaining first-hand insight into companies and organisations shaping the future of technology and business.

Mid-Afternoon: Expert Workshops & 1:1 Support (14:30–16:45) �*

Students participate in expert-led workshops, continue project-based sessions, or receive 1:1 tutoring and coaching, allowing for personalised guidance and feedback.

Late Afternoon: Break (16:45–18:00) ☕

A scheduled break gives students time to rest and reset before the evening programme.

Evening: Dinner (18:00–19:30) 🍽️

Students come together for dinner, reflecting on the day and connecting with peers and mentors.

Evening Programme: Social & City Experiences (19:30–21:00) �*

Evenings feature a rotating programme of social, cultural, and professional activities, including guest speaker sessions, fireside chats, quiz nights, Dragons’ Den-style challenges, creative workshops, and iconic experiences such as sunset at Charter Hill.

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Weekends & City Excursions: Exploring the Bay Area �*

Weekends and selected days include full-day excursions, offering students the opportunity to experience San Francisco beyond the classroom.

• Alcatraz Island tour and Pier 39, exploring the city’s history and waterfront

• Golden Gate Bridge and cable car tour, experiencing one of the world’s most famous landmarks

• Berkeley scavenger hunt, combining teamwork with city exploration

These excursions provide a refreshing change of pace while deepening cultural understanding and strengthening friendships.

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Final Days: Presentations & Celebration �*

As the programme draws to a close, students:

• Deliver project presentations, showcasing their professional development and learning outcomes

• Take part in a graduation celebration

• Celebrate together at a final night party, marking the end of an inspiring San Francisco experience

Do Participants Have Free Time? ⏰

Yes. Students have ample free time built into the programme.

• A two-hour lunch break each day to explore cafés, eateries, and picnic spots

• Additional scheduled free time for private study, sightseeing, relaxation, or socialising

If a participant wishes to schedule time away from the programme (for example, to visit family or friends), this can be arranged in advance.

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Can the Institution Accommodate Dietary Requirements? �*

Yes. All dietary requirements can be accommodated.

Breakfast and dinner are provided by experienced college catering teams who regularly serve university students and are well-versed in a wide range of dietary needs. Dietary information is shared with catering teams in advance, though students with allergies are encouraged to confirm allergens with staff at mealtimes as an additional precaution.

Please note:

• Participants do not have access to a kitchen

• Lunch is included for most programmes

• Lunch is not included for:

• Ages 16–18 in Oxford/Cambridge

• Ages 15–18 at other campuses

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What’s Included in the Programme Fees ✅

The participation fee includes:

• 13 nights’ on-campus accommodation

• Breakfast and dinner throughout the programme

• Accommodation in a twin bedroom

• 40 hours of project-based lessons and industry workshops delivered by subject experts

• Carefully designed study and lecture materials

• A dedicated mentor programme and access to academic support resources

• Comprehensive insurance

• Full-day and half-day excursions

• Celebratory dinner

• Graduation Ceremony and Certificate

• A personalised Career Development Plan developed with your personal coach

Please note: Travel to and from the programme is not included in the participation fee. Further information regarding airport transfers is available separately.

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How Do I Get to the Accommodation? ✈️

Participants should arrive between 14:00 and 17:00 on the first Sunday of the programme. Our team will be on-site to welcome students, complete registration, and escort them to their accommodation. Please note that rooms may not be available until 15:00.

Airport Transfers (San Francisco)

If arriving at San Francisco International Airport, a shared, chaperoned airport transfer service is available.

• Arrival Sunday departures: 11:00, 14:00, and 17:00

• Departure Saturday transfers: 07:00 and 12:00

• Transfers can be booked after enrolment for a fee per journey

Specific travel details, including contact numbers, are shared with participants closer to the programme start date.

Participants arriving via another airport or by alternative means will receive full arrival and departure instructions in their Welcome Pack, sent upon confirmation of enrolment.

Transfers to San Francisco are £105 per journey

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Who Will My Tutor Be? 👩‍💼👨‍�*

Project-based sessions are led by professionals and recent graduates with relevant academic and industry experience in their subject area, ensuring teaching is practical, current, and closely aligned with real-world applications.

Industry talks and workshops are delivered by experts from some of New York and San Francisco / Silicon Valley’s most influential global companies, offering valuable insight into modern industries and career pathways.

In addition, each participant is assigned a dedicated careers coach—typically someone who has recently entered the industry. Your coach provides personalised guidance, practical advice, and mentorship on next steps, helping you navigate future education choices and prepare for the world of work.

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What Happens at the End of the Programme? �*

Lessons conclude at 3:00 pm on the final Friday, with students presenting their academic work and projects developed during the programme.

Following this, participants take part in a graduation ceremony, celebrating their achievements alongside peers and tutors. The day concludes with a gala dinner and evening celebration, offering a memorable final opportunity to reflect, connect, and celebrate friendships formed throughout the programme.

Breakfast is served between 08:00 and 09:00, and participants are required to check out of their accommodation and return room keys by 10:00. Most students depart shortly after check-out; however, programme staff remain available on-site until 15:00. Secure luggage storage can usually be arranged for participants who require it.

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What Will I Receive After the Programme? �*

All participants receive a Certificate of Participation, awarded during the graduation ceremony on the final day.

After the programme, tutors provide a written Participant Evaluation, detailing academic progress and offering personalised recommendations on how students can continue to develop their understanding and interest in the subject studied.

Participants also gain access to the alumni community, which offers exclusive benefits.

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Do You Accept Non-Residential Day Students? �*

Yes, non-residential places are available.

Day students are expected to attend all activities between 09:00 and 21:30 on weekdays and must be dropped off and collected by a designated adult approved in writing by parents or guardians.

Day students:

• May join for breakfast

• Participate in all activities and excursions

• Have dinner included

• Lunch exclusions follow the same age/location rules

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Will There Be Internet Access? �*

Yes. Wi-Fi access is provided on arrival.

Students are advised to have a small mobile data package, as programme updates and important messages are communicated digitally, especially during off-site excursions.

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Do I Need a Visa to Attend the Programme? �*

Most international travellers will require either a visa or an Electronic System for Travel Authorisation (ESTA).

• Visa-exempt nationalities may travel to the USA using an ESTA visa waiver

• Nationalities not eligible for ESTA must apply for a US visa

We strongly recommend applying as far in advance of the summer as possible to allow sufficient processing time.

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Do You Accept Students from All Nationalities? �*

Yes. The programme is committed to fostering global citizenship, respect, tolerance, and understanding. Students from all nationalities are welcome where legally and operationally possible.

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What Should I Bring? �*

A full packing list will be provided after enrolment. All students must bring a personal laptop to fully participate in academic sessions.

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