Pennsylvania State University 3 credits COMM
Technology is transforming the strategic communications industry. COMM 830 provides students with an overview of the merging of the advertising, public relations, and corporate communications industries. Students will learn how digital technology has transformed paid, earned, and owned media. Students will explore the transformation of audiences from passive users to active and interactive media-savvy consumers. Special emphasis will include the global and ethical impacts of evolving strategic communication. Students will explore the industry structure as it has evolved from traditional media to the development of the digital media landscape from the internet, Web 2.0, and the post-PC era. The course also provides an overview of strategic communications as it applies to agency, firm, government, corporate, and nonprofit organizations. Students will gain an understanding of the analog and new media landscape and will develop an understanding of the economic and financial indicators that drive the present industry. The course will explore how traditional media practices are impacted by technology as well as the impact of technology on entrepreneurial opportunities for industry practices from broadcast and digital to print, advertising, journalism, and public relations. The course will examine the roles and characteristics of content providers, carriers, and the ever-changing traits and needs of digital media consumers with a focus on emerging technologies on the evolution of interactivity. The course will provide insight into content creation, management, networking, online communities, and content consumption, and the role of evaluation and metrics in understanding the digital landscape. In addition, the course will provide an overview of the social issues facing the digital industry and insights into best practices.
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