University Catalog 2021-2022

Public Relations - Digital Media & Marketing Communication (PRDM)

Public Relations - Digital Media & Marketing Communication (PRDM)

PRDM 2900  Digital Media Princ & Strategy  (3)  

This course will provide students with an understanding of how goals, audience, and metrics define a strategic approach to online communication and how specific channels, platforms, and tactics are used to achieve that strategy. The course will also focus on the key components of planning and creating an effective inbound strategy to reach an organization's audience. Prerequisite(s): PRPA 2610 and BSMK 3200.

Prerequisite(s): PRPA 2610 and BSMK 3200.

PRDM 3010  Creating Digital Content  (3)  

This course will teach students how to think critically when developing digital content for different online channels and platforms, including long-form writing, short-form copy and headlines, images, infographics, and long-form videos and short clips. Prerequisite(s): PRDM 2900*. * May be taken concurrently.

Prerequisite(s): PRDM 2900*.
* May be taken concurrently.

PRDM 3150  Digital Media Analytics & Rpt  (3)  

This course will take a deeper look at developing metrics, reporting tactics, and evaluating results of digital media and marketing communication campaigns. Students will have hands-on access to multiple platforms that track performance on different channels (social, paid media, email, etc.) and will analyze and report results. Prerequisite(s): PRDM 2900.

Prerequisite(s): PRDM 2900.

PRDM 3200  CRM and Digital Media  (3)  

This course is designed to present how customer relationship management (CRM) software is used to manage customer and audience relationships with digital media and marketing communication strategies, campaigns, and tactics. Students will learn and evaluate different CRM and engagement database platforms and develop strategies, tactics, and processes to help manage relationships with an organization’s customers, constituents, and audience. Prerequisite(s): PRDM 2900.

Prerequisite(s): PRDM 2900.

PRDM 3410  SEO & SEM Strategies  (3)  

This course will present the basic principles of Search Engine Optimization, Search Engine Marketing, and Paid Media. It will focus on both creative and technical applications and strategies guided by industry research and best practices. Students will have hands-on access to the platforms available to research, build, and measure digital media effectiveness across platforms. Prerequisite(s): PRDM 2900*. * May be taken concurrently.

Prerequisite(s): PRDM 2900*.
* May be taken concurrently.

PRDM 4100  Digital Media Campaigns  (3)  

This course will provide a hands-on, applied learning experience using digital media and marketing communications automation software suites. Students will work in groups with real-life companies and organizations to create, implement, and analyze the effectiveness of their digital media and marketing communication campaign. Peers, faculty, and other industry experts will evaluate and judge the performance of the group’s plan and results. Prerequisite(s): PRDM 2900, 3010 and 3410.

Prerequisite(s): PRDM 2900, 3010 and 3410.