We are now accepting applications for Summer 2023.
Digital Media and Advertising
Modality:
On-campus
Session:
I. June 26–July 14, 2023
Day & Time:
Monday–Friday, 11:10 a.m.–1:00 p.m. and 3:10–5:00 p.m.
Instructor(s):
Court Stroud
Course Description
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.
Instructor(s)
Court Stroud
Court Stroud is a writer and media strategy consultant who has worked at CBS, Univision, Telemundo, TV Azteca, and several startups. He founded The Cledor Group, a consulting practice that helps companies navigate today’s tumultuous media landscape. Past clients include firms such as Comcast, NBCUniversal (NBC, Telemundo, NBC Sports), Sony Entertainment Pictures, and BBC Studios. As an adjunct faculty member, Stroud has designed several courses, including “Diversity in Media & Advertising” and “Selling Your Pitch: Essentials of the Business of Television.” He co-created a class about the fundamentals of digital advertising certified by the Internet Advertising Bureau (IAB). His byline appears in the New York Times, Washington Post, and Forbes, where he is a contributing writer. Court received a 2019 New York Press Association First Place Award. He holds undergraduate degrees from the University of Texas at Austin and an MBA from the Harvard Business School.
Specific course detail such as hours and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.