Emerging Media & The Market
Course DescriptionExamines 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:
- Identify the role emerging media plays in an IMC campaign.
- Compare, contrast and experience the emerging media that organizations are leveraging to build relationships with consumers.
- Recognize the ethical issues involved in using emerging media as a marketing communications tool.
- Understand how marketers are using emerging media to reach specific audiences to include ethnic and youth markets.
- Define the role of creativity and design in emerging media.
|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.
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
t to change without notice.