Course Description (core course)
This advanced course explores the strategic use of digital and social media in strategic communication. Despite widespread adoption, many professionals lack confidence in the effectiveness of their efforts. Students will learn to apply principles from advertising, consumer and social psychology, and marketing to design and evaluate impactful social media strategies. Through case studies and hands-on projects, students will develop audience personas, assess tactics, and measure campaign success in today’s media landscape.
Learning Objectives
Analyze current issues and evaluate trends in digital media technologies and applications.
Evaluate the needs of an organization and different target audiences.
Know the characteristics of promotional media mix plans and produce digital media consultancy reports.
Differentiate the key strengths and weaknesses of conventional and new media.
Use medium strengths to determine an effective multimedia promotional strategy for a specific product or service.
Identify and apply research and communication theory to inform media mix decisions and digital media strategies.
Develop and evaluate budget scenarios for different media mixes.