JOUR3275

This course is designed to provide a basic understanding of digital communications and strategy development. The course covers the digital communications planning process and emphasizes how to develop effective communications strategies in today’s digital-centric environment. The digital revolution of the last fifteen years makes it imperative for communications professionals to understand how to evaluate and select digital marketing channels to best achieve business goals. This course is designed to assist students to build the professional skills they need to compete in a digital world. This course teaches students how to develop a digital communications plan from start to finish. Students will increase their understanding of how digital communications relate to more traditional marketing and PR tactics. Students will move through a discovery process learning to analyze consumers’ digital marketing behavior, their demand for content, the effectiveness of various social media channels including website performance. The course will review current digital tools, trends, and tactics; weighing the difference between what is “hot” versus which channels can best be used to achieve a brand’s communications goals. Students will leave the course with an increased knowledge of digital communications and ability to evaluate and strategically apply digital marketing techniques in a real-world communications environment.


prereq: [JOUR 3004 or 3004H], JOUR 3201, Strat Comm major

000940