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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Digital Media Communication

This theoretical and practical course explores how digital platforms have reshaped human communication. Students will move beyond simple content creation to understand the strategy, psychology, and ethics of communicating in a networked world. The curriculum covers digital journalism, corporate reputation management, crisis communication, and the art of crafting messages that cut through the noise of the information age.

§ 01 By the end you can
  1. Analyze the impact of new media on society and interpersonal communication
  2. Develop strategic communication plans for diverse digital platforms
  3. Master "Transmedia Storytelling" across text, video, and audio
  4. Navigate the ethics of digital privacy, misinformation, and algorithm bias
  5. Utilize data analytics to measure the effectiveness of communication campaigns
§ 02 Sixteen sessions

The whole semester.

  1. 01Evolution of Media: From Print to Pixel
  2. 02Theories of Mass Communication (Gatekeeping/Agenda Setting)
  3. 03The Psychology of Online Interaction
  4. 04Audience Analysis & User Personas
  5. 05Content Strategy: The "Content Pillar" Approach
  6. 06Writing for the Web: SEO & Readability
  7. 07Social Media Algorithms & Reach
  8. 08 · MidtermMidterm Examination
  9. 09Visual Communication & Semiotics
  10. 10Crisis Communication in the Viral Age
  11. 11Digital Journalism & Citizen Reporting
  12. 12Corporate Communications & PR Online
  13. 13Ethics: Fake News & Deepfakes
  14. 14Intercultural Communication in Global Media
  15. 15Measuring Success: KPIs & Analytics
  16. 16Final Project: The Digital Campaign Strategy

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Digital Campaign Strategy

How it’s judged

Recommended reading
  1. The New Rules of Marketing and PR by David Meerman Scott
  2. Digital Media and Society by Simon Lindgren
  3. Convergence Culture by Henry Jenkins
  4. Trust Me, I'm Lying: Confessions of a Media Manipulator by Ryan Holiday
  5. Writing for Digital Media by Brian Carroll
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