Digital Advertising & New Media

This course, Digital Advertising & New Media, focuses on the fundamental principles and concepts of digital media planning, buying, and advertising strategy. This course is ideal for any business or marketing student looking to further expand their acumen in digital marketing with a specific focus on media channels and strategies. The course will provide the student with an overview and framework for understanding digital media and advertising principles, methods, and best practices. 

This course focuses on the principles of each digital media channel, leading to the formation of a media plan, starting with the larger context in which media planning occurs, including a fundamental comprehension of managing advertising budgets and targeting audiences. Concepts and calculations as components of advertising budgets are examined in this course, focusing on identifying the right media channel for the right audience at the right time. Also, this course examines the critical digital media campaigns focused on owned, earned, and paid media strategies. 

Through analysis, assessment, and building a strategic media plan, students will be able to distinguish how to choose between traditional versus digital media channels, and support overall corporate goals through digital advertising methods and tactics.

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Identifying and evaluating influential literature relevant to Digital Advertising & New Media topics.
• Applying practical applications of digital advertising and new media planning methods.
• Demonstrating the functions of digital advertising and new media best practices in modern organizational strategies and challenges.
• Distinguishing best practices around media types of paid, owned, and earned media strategies.
• Applying the framework of new media planning, buying, and implementation.
• Examining the role of customer segmentation and target audience analysis in digital media planning.
• Composing a strategic digital media plan in a real-world marketing challenge.
• Preparing foundational tactics of digital media planning in a digital strategy plan.
• Critiquing various digital media strategies and establishing best practices in the industry.
• Demonstrating critical thinking, data analysis and decision-making skills in the context of digital media and advertising.
• Assessing how AI is leveraged in digital media and advertising.

ACQUIRED SKILLS

• Digital Advertising Best Practices
• Target Audience Analysis
• Digital Advertising Applications
• Strategic Digital Media Plan