Digital Media and Interactive Advertising

Catalog description

This course provides a comprehensive treatment of key elements driving the formulation and execution of a digital advertising strategy. Students will expand their understanding of building a brand through marketing communications involving digital channels such as websites, mobile apps, social media, paid media, email, and other emerging technologies, including artificial intelligence, to bring that brand to market. This course specializes in providing agency-side experience, and students will engage in the creative ideation, planning, execution, optimization, and reporting involved in interactive advertising campaigns through group assignments, class discussions, industry engagement, and other tools. At the end of this course, students will be able to exhibit expertise in leading interactive advertising campaigns and address challenges related to client acquisition, partnership development, account management and creative execution.