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Emerging Media & The Market

IMC 619

Course Description

Examines how modern industry uses emerging media, such as blogs and virtual worlds, to enhance the IMC process. Addresses the creative and ethical issues unique to digital media.

Course Learning Outcomes

Upon successful completion of IMC 619, students will be able to:


Topics in this course may include:
IMC in an Evolving Digital Landscape
Understanding Consumers: Emerging Media Users & Markets. Creating a Digital Identity through Emerging Media. Using Emerging Media to Enhance a Brand.
Growth of mobile across emerging media platforms. How to strategically use mobile for marketing across emerging media platforms. Growth & popularity of video, & streaming media across emerging media platforms. How to strategically leverage video & streaming media for marketing.
An overview of The Internet of Things and how it is shaping the future of marketing & consumer behavior. An overview of New Delivery Methods via emerging media & “Enchanted Objects,” & how these will shape the future of marketing & consumer behavior.
Marketing in a Social Media World
Marketing & Search in an emerging media world. Emerging media marketing from the consumer’s point of view. Why social media platforms, Siri, YouTube, & other platforms are now powerful search engines in the mind of the consumer. Measures of Effectiveness in Emerging Media. How to decide what is important to measure in an emerging media world.
Ethical & Legal Issues in Emerging Media. The FTC disclosure requirements. Who Owns Your Data? The selling of consumer data & data brokers.
Wrap-up Week

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.