Digital Media Engagement Courses

The minor in Digital Media Engagement helps students master skills vital to succeeding in today’s dynamic digital marketing landscape. Coursework in digital analytics, media planning and search engine optimization and will develop talents that are highly valued by corporations, media buying and planning firms, research organizations, media companies and advertising agencies.

Intro to Advertising

Learn the function of advertising in the economy; the creation and placement of advertising; the relationship of advertising agencies to advertisers and the media; and the strategic identification of markets and targets.

Digital Media & Advertising

Immerse yourself in the world of interactive media and user-centered design, digital branding and strategy with a focus on how marketers leverage this medium for brands.

Explore the development of digital media and their impact on integrated marketing communications and consumer behavior. Analyze the use of digital media in advertising communications, brand building, database marketing, direct response and sales promotions. Examine strategic planning and the communication aspects of email marketing, interactive kiosks, mobile advertising, online advertising, websites and more. Learn principles such as content organization, interface design, navigation development and user experience that are necessary in developing persuasive digital marketing materials.

Search Engine Optimization

Search Engine Optimization (SEO) has become a fundamental part of the marketing mix. Gain a solid understanding of the fundamentals of SEO and how companies use it to make money and drive leads. Learn from real-world case studies, hear from search experts in the field and develop your own strategies in a fast-paced learning environment. Though this is not a social media or public relations class, understanding search is a fundamental part of everything digital advertisers and marketers do. As a result, you will be introduced to digital journalism, public relations and social media and how they relate to search.

Social Media Marketing

Over the past five years, social media marketing has grown from a fad to a go-to paradigm for reaching millions of consumers. Learn the strategy behind social media marketing plans. Examine the operation and organization of social media strategies, as well as social etiquette and the historical lead-up to this brave new world. Corporations, government institutions and nonprofits struggle to successfully connect with larger communities on social media channels; it is imperative to understand the challenges, opportunities and relationships that exist in the social spectrum.

Focusing on the “social” and remembering the “marketing,” the class and the instructor will incorporate social and digital efforts into their assignments, classwork and quizzes.

Introduction to Media Planning

Learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, and media selection criteria and purchasing. 

Google Online Marketing Challenge

More than 100,000 students and professors from almost 100 countries have participated in the past eight years. With a $250 AdWords advertising budget provided by Google, develop and run an online advertising campaign for a business or nonprofit organization over the course of three weeks. The teams that develop and communicate the most successful campaigns win prizes, including trips to Google offices.

Digital Analytics + Reporting

Examine how internet, mobile and traditional advertising differ in their abilities to track and analyze responses. What key measurement metrics are used by each form of media? What analytic tools are used? What is the impact of social media and electronic word-of-mouth marketing, and how can they be measured? Also learn key digital measurement terms and methods of analysis.