courses

Introduction to Digital Marketing Communications.
This course provides an overview of digital media and the latest methods for collecting, creating and disseminating persuasive messages using these media. The course focuses on the evolution of traditional media to digital media to the Semantic Web, as well as the ways digital media are being used in entertainment, information gathering and community building. We will also discuss the unique marketing capabilities of the latest digital media platforms as well as the ethics of digital marketing.

Social Media + Marketing.
This course arms students with the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Learning how to connect with target audiences and analyze what consumers are saying about companies, brands, competitors and product categories will be emphasized as we explore popular social media platforms such as Twitter, Facebook, MySpace, YouTube and more.

Viral, Buzz + WOM Marketing.
Students learn the theories and practices that inform buzz, viral and word-of-mouth (WOM) marketing through analysis of existing campaigns and key companies operating in the buzz/viral/WOM space. We will also discuss best practices in designing, executing and measuring organizationally facilitated management of consumer-generated media.

Web Metrics + SEO.
Examines how marketers can strategically gather online information to measure traffic, visitor engagement and potential impact on ROI. Students also learn to gauge what is being said online about brands and how that information can be used to develop marketing messages. We will also explore the top search engine optimization (SEO) and social media optimization (SMO) strategies and tactics marketers are using to build an online presence for their clients.

Digital Production for Interactive Media.
This class provides students with a basic understanding of the technical and conceptual skills needed to produce creative, engaging audio and video files for the Web. Students will also gain hands-on experience in integrating audio/video elements into interactive content for IMC campaigns.