Digital Media and Advertising

Digital media has surpassed television to become the most important way for marketers to reach and influence consumers. While television advertising represents just one method of affecting consumer sentiment (video ads), digital is far more complex, offering video, search, social, email, and more.

In this introductory course, students will learn how marketers leverage digital media to promote and sell products. Students will come to understand the inner workings of multiple digital media platforms (e.g., search, video, display, gaming, et al.) and the strategies and tactics marketers employ to influence consumers. In addition, students will explore the ethics of big data and privacy, as well as develop an understanding of how marketers use digital media to influence consumers.

The course culminates with a final project presentation which allow students to put into practice topics and theories about digital media and advertising covered during the course.

This course has no prerequisites and is appropriate for anyone interested in the fields of marketing and media, as well as those interested in the topic of persuasion and how corporations influence consumer behavior.