Digital Audiences

Work with real clients while learning the tools and techniques that will solidify your status as a digital professional who can strategically grow and engage audiences.

Description

Who are digital consumers? How can they be measured? And how can data-driven strategy better engage and grow audiences?

By exploring the users of websites, social networks and apps and by applying techniques across digital analytics, social media campaigns, network analysis, search engine optimization (SEO) and search engine marketing, students who pursue the digital audiences concentration gain a rich understanding of how to acquire and engage audiences.

The program uses real cases from real brands and organizations to explore tools like Google Analytics and Meta Ads, and tactics like conversation analysis, competitive keyword research and digital advertising. Upon completion, students have a portfolio of real client work and the skills to strategically grow digital audiences and harness analytics to drive organizational change.

Requirements

• Students must complete a minimum of 18 credit hours 
• All courses must be completed with a grade of “C” (2.00) or higher.
• Students must be at the sophomore level (25 credits) in order to take upper-division courses.
• Students must complete MCO 307 first. In order to enroll in the course, students must have a 2.00 cumulative GPA.
• Students who have previously completed MCO 437 should consult their academic advisor prior to enrolling in further Core course requirements. 
• No pass/fail credit accepted.

Core - 12 credit hours

MCO 307 The Digital Audience (3) (Prerequisite(s): minimum 45 hours; minimum 2.00 GPA)

MCO 433  Social Media Campaigns, Engagement and Research (3) (Prerequisite(s): MCO 307 w/ C or better; minimum 2.00 GPA)

MCO 434  Search Engine Research and Strategy (3) (Prerequisite(s): MCO 307 with C or better; minimum 2.00 GPA)

MCO 438 Digital Audience Analysis (3) (Prerequisite(s): MCO 307 with C or better; minimum 2.00 GPA)

Electives - 6 credit hours
   
MCO 302 Media Research Methods (3) 

MCO 335 Social Media Foundations (3) 

MCO 423 Media Project Management (3) 

MCO 425 Digital Media Literacy I (3)

MCO 426 Digital Media Literacy II (3) 

MCO 427 Misinformation in Society (3) 

MCO 428 Digital Media and Freedom of Expression in the 21st Century (3) 

MCO 431 Media Enterepreneurship (3) 

MCO 450 Visual Communication (3) HU, HUAD

MCO 460 Race, Gender, and Media (3) C, SOBE

MCO 494 Media Products, Sales and Solutions (3)