Digital Branding and Strategy

Advertising Specialization Course

This course examines the transformative roles that the Internet and digital media are playing in the advertising industry.

Students will learn about the digital revolution and the profound changes it has wrought in consumer behavior as well as marketers’ responses to those behavioral changes. Digital media is changing the way media is planned and bought, the form and purpose of advertising messages and the nature of advertising research. It is blurring the lines between medium, message, content, user and producer. Most profoundly, it is changing the balance of power between the consumer/message receiver and the marketer/message sender. In this course, students will examine the major forms of digital communication (e.g., web sites, social networks, blogs, online video and mobile), how they work and how to think about using them strategically for advertising.

Social aspects of the web and search, which have been the engines of the current digital transformation, will be explored in depth as will mobile, which is the engine of the next digital transformation. This course should make students question everything they think they know about advertising. Marketers and advertising agency professionals are questioning everything they thought they knew about consumers, media and messaging—and so should students. Students will consider the new ethical challenges created by digital media with a focus on the ethical challenges of the Internet as it relates to children.

SKILL SETS

Ability to use digital media strategically—individually and in concert—from a marketing and/or advertising perspective

TOOLS

Sysomos, MRI+, Simmons

LEARNING OUTCOMES

  • Learn to actively compare and contrast the uses and effectiveness of the major forms of digital communication (e.g., web sites, social networks, blogs, online video and mobile).
  • Participate in deep, analytical discussions about digital media dynamics, and gain expertise on the issues defining digital media advertising.
  • Demonstrate mastery in using different digital media strategically—individually and in concert—from a marketing and/or advertising perspective.
  • Develop the ability to lead a digital media advertising project in the workplace.

DESIGNED BY

Brian Sheehan