About 310

Course Overview

The course addresses digital content and social media campaigns from both a PR and advertising perspective. In general, the work created and submitted is meant to prepare students for real-world application. Assignments include content creation and promotion of campaign elements using both emerging and established new media technologies, including social media, podcasts, viral videos, social media news releases and website analytics.

Students work in teams aligned with a fictional brand, product or organization for the duration of the semester. Students are expected to conceptualize and create specified elements of a promotional campaign, which includes brand platform, website, social media channels, HTML email and digital assets. Students learn to optimize and promote their campaigns and content for distribution and discovery on search engines, social networks, mobile devices and other non-traditional outlets. Best practices are explored for digital storytelling, tagging, metadata creation, social network seeding, community engagement and more. Students learn basic data interpretation techniques of the website and social media analytics services (such as Google Analytics and Facebook Insights) that track visitor behavior, page views, keyword and third-party site referrals.

Students close out the semester with a solid understanding of digital content tactics, tools, and resources available for ongoing professional development, exploration, and mastering.


Learning Objectives

  1. Develop and manage online content promotions and branded digital campaigns.
  2. Ability to develop and execute social media engagement and user-oriented content strategies.
  3. Evaluate campaign success in execution using key performance indicators and online tools for web development, email, metrics, and multimedia management.

Skills Learned in 310

Foundations in Digital Communications

  • Careers in digital marketing
  • Technology and tools for digital communication practitioners
  • Teamwork and group dynamics
  • Client engagement (presentations and reporting)

Integrated Marketing Communication

  • Intro to integrated marketing communication and the integrated marketing process
  • Integrated marketing communications plan
  • Intro to market research (surveys and social media)
  • Storytelling in the digital space – 5Ws, audience-centric messaging, earned/owned/paid
  • Situational Analysis – preliminary research, audience analysis and personas
  • Branding and positioning (visual and editorial platform)

Digital Marketing and Communications

  • Customer decision making process (awareness, consideration, purchase, loyalty, advocacy)
  • Lead management process
  • Intro to Digital Marketing Toolkit: blogs, social media engagement, websites, online advertising, email marketing
  • Digital Metrics: SEO, keywords, KPIs, social media metrics, intro to web analytics

Digital Marketing Campaigns

  • Digital marketing campaign planning, implementation, monitoring and metrics
  • Digital content strategy: user engagement and meeting metrics objectives
  • Online advertising
  • Email marketing

Campaign Management

  • Campaign execution
  • Communication campaign models – drip messaging, CRM, events
  • Campaign monitoring and tracking
  • Campaign metrics, reporting and assessment
  • Real-time adjustments based on metrics