Pennsylvania State University Donald P. Bellisario College of Communications 8 courses
The DMTA minor will provide students with contextualized understanding of practices and trends in digital media, advertising, marketing and public relations. The minor is needed to provide a viable academic option for students who want to specialize in this fast-growing sector of the communications industry. In addition, completion of the minor will prepare students to pass a number of leading industry certification tests related to analytics, SEM, social media and digital media sales and marketing. The course sequence will begin with required basic courses in both IST (IST 110) and COMM (COMM 320 or COMM 370) to ensure students have the foundational information for the material that follows, and the ability to relate practices and trends in digital media to the larger communication and information technology landscapes. Students will then explore more focused courses in digital media, advertising, marketing and public relations. These areas reflect the major areas of digital communications activity. The digital media analytics course (3 credits) will lay groundwork in audience traffic measurement as well as detail the specifics of digital media system types and technologies. The search engine marketing class (3 credits) provides in-depth experience with the largest online advertising platform - Google Adwords. This course also makes connections to media analytics (also a central part of the Google marketer platform) and social media (also part of the Google Online Marketing Challenge). The digital public relations class (3 credits) will focus on non-paid digital activities, most importantly social media applications such as Twitter, Facebook, Instagram and Google+, and how these activities can be successfully integrated into a communications campaign. The digital advertising class (3 credits) will review new trends in the buying and selling of advertising outside of search engine marketing. Of specific interest are new developments in content marketing, programmatic buying and hybrid real-time-bidding programs that bring together content providers and advertisers in an increasingly automated marketplace. This course sequence is designed to easily accommodate new and related digital courses and to complement existing courses in advertising/public relations, telecommunications, information technology, marketing and media.
Prescribed Courses
| Code | Course Title | Credits |
|---|---|---|
| COMM 372 | Digital Public Relations | 3 |
| COMM 450A | Digital Campaigns | 3 |
| COMM 450 | Digital Advertising | 3 |
| IST 110 | Information, People and Technology | 3 |
Additional Courses
| Code | Course Title | Credits |
|---|---|---|
| COMM 310 or COMM 422 | Digital Media Metrics or Advertising Media Planning | 3 |
| COMM 320 or COMM 370 | Introduction to Advertising or Public Relations | 3 |
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