Digital Strategy and Audience Engagement (BS)

Provides a basic understanding of how the Internet works, knowledge of how to create and upload Web pages, and a basic introduction to programming with JavaScript. Assumes no previous knowledge of any of the topics, although requires basic knowledge of how to use a Web browser and navigate the Web.

Introduces students to the foundations of digital strategy, including audience research, social media campaigns, SEO, analytics, audience targeting, goal setting and more. Through hands-on exercises with real brands, students learn how audiences differ across industries and platforms, approaches for engaging users, and how organizations use audience data to create growth strategies.

Learn how to attract, engage and grow audiences on social media platforms through both organic and paid social media campaigns, and research social media behavior and performance. Includes evaluating organizations' existing social media audiences, identifying opportunities for audience growth, creating content and campaigns for specific social platforms, measuring the impact of social media content and developing an organizational strategy for managing social media across an enterprise.

Learn how to research, attract and grow audiences through the strategic use of search engine optimization and search engine marketing. Includes search trend research, keyword research, user behavior, SEO (search engine optimization), tagging and coding for on-page SEO, SEM (search engine marketing), competitive analysis, domain authority and pay-per-click advertising.

Students discover how to access, manipulate and translate audience data. Students learn how to mine data from Web sites, social networks, apps, email campaigns and video platforms, and how to use analysis tools and techniques to translate metrics into valuable, actionable insights that drive engagement strategies and business decisions. By working with real audience data, students receive hands-on analysis and reporting experience.

Capstone challenges students to synthesize their digital audience knowledge and skills acquired in the previous courses through an applied project. Working with a real client and live, ever-changing data, students work to increase and engage the client's digital audience, executing a growth campaign from audience identification, targeting and strategy development to implementation, engagement and measurement.

Introduces students to the foundations of digital strategy, including audience research, social media campaigns, SEO, analytics, audience targeting, goal setting and more. Through hands-on exercises with real brands, students learn how audiences differ across industries and platforms, approaches for engaging users, and how organizations use audience data to create growth strategies.

Students discover how to access, manipulate and translate audience data. Students learn how to mine data from Web sites, social networks, apps, email campaigns and video platforms, and how to use analysis tools and techniques to translate metrics into valuable, actionable insights that drive engagement strategies and business decisions. By working with real audience data, students receive hands-on analysis and reporting experience.

Capstone challenges students to synthesize their digital audience knowledge and skills acquired in the previous courses through an applied project. Working with a real client and live, ever-changing data, students work to increase and engage the client's digital audience, executing a growth campaign from audience identification, targeting and strategy development to implementation, engagement and measurement.