M.A.D.C. Curriculum

Students will examine the strategic role of communication in driving organizational outcomes. Students will study public relations, public opinion, the media, the role of research, message development, communicating to various audiences, and strategic communication ethics. Case studies will be examined for their level of reliance on these theories and strategies. This course should be completed in the first year, if course rotation allows.

Relying on new media theories and research, students explore digital media as cultural phenomenon with great economic impact. Students will learn about emerging trends in digital media and cutting-edge developments as they prepare to be institutional leaders in digital communication. Topics covered include social media, organizational management, and artificial intelligence.

As technology plays an increasingly important role in society and within businesses, ethical communication practice is more necessary than ever. Students will examine various ethical approaches and considerations in the digital world and interrogate existing dilemmas as presented through case studies.

Transmedia is a style of telling a story across multiple platforms, creating an immersive experience for which bridging and merging different fields (film, PR, design, gaming, XR, journalism) is necessary. It implements a mix of distinct production methodologies such as software, user-centered design, design thinking, and video production to help creators choose the best platform and communication strategy for the intended topic/project.  Students will have the opportunity to acquire a deeper understanding and skills for storytelling techniques across multiple media platforms, financing, producing, and distribution options.

Under direct faculty supervision, students will apply the skills and practices they’ve learned in the master’s program to plan and execute a digital communication project. This project can also be a presentation of the student’s digital portfolio developed over the course of the program. Program-wide presentation required. This should be taken in the last semester of the student’s coursework.

Designed for the 21st-century production approach for aspiring producers, marketers, and storytellers, this course explores the current developments and potential uses of new media storytelling from inception through implementation and distribution. Using an interdisciplinary approach to development and production methodology, the students will get a skillset applicable in digital media production regardless of technology.

This course introduces students to the current management and uses of digital communication tools, combining theory and practice. Students will explore the impact of new technologies on businesses and cultures and learn how to use social media, websites, and mobile applications to achieve organizational goals.

This course introduces students to graphic design principles and elements, the function of visual design, color theory and typography, basic digital layout techniques, and best practices for mobile app design. Students will tackle design projects with creativity, strategy, and technology.

Students will learn coding using HTML and CSS, among other methods, for the creation of dynamic, responsive websites.

Students will learn how to create strategic digital communication activities based on evidence, emerging technologies, and platform-specific principles in support of organizational goals. The course explores content strategy, audience targeting, and promotional tactics.

As marketing transitions from a reliance on traditional media to digital media, this course focuses on how companies today execute branding and promotional campaigns in the digital economy. Students will learn about the challenges of managing a digital brand and the use of emerging technologies and data analytics to engage with consumers.

This course teaches students how to analyze digital media data and how to turn that data into insights for strategic reach. Students will review digital analytics for websites, social media, apps, and content marketing while exploring trends in audience behavior and digital media usage. They will also study basic data visualization principles.

This course provides students with the practical skills to use digital media to communicate effectively. Along with learning those hands-on skills, students will also be provided with a theoretical and ethical grounding in the social responsibilities connected with using those skills in a way that helps provide citizens with reliable, verified, and trustworthy information.

This course concentrates on an intensive study of a specific practice, technology, or skill related to digital arts production.

In an industry that’s constantly changing, it is vital to stay on the forefront of the latest trends. This course considers cutting-edge issues such as new technologies and platforms, evolving business practices, interactivity, the Internet of Things, and the latest privacy and security concerns while seeking to understand how organizations can best leverage such trends to engage with customers and drive better business outcomes.

Examining the cultural impact of digital communication and technology, this course will take a historical look at the evolution of digital media technologies, who made them and why, and user engagement. Issues covered include cyber culture, virtual reality, AI, and remix culture.

Internships based on previous Digital Communication coursework are available and recommended to best prepare students for work in the digital field.

This Arts Administration course examines the development of internal and external marketing plans. It considers various approaches to maximize impact for different types, styles, and sizes of arts organizations. It examines the most productive uses of all forms of media. The course focuses on audience development and demographics, market segmentation, relationship products, promotional tools and tactics, e-marketing and uses of social media, research, customer service, and media relations.

This course will introduce students to data gathering and visualization processes. Real world data can be messy. All data tells a story, and how that story is told depends on how the data is collected, tested, and presented. Being able to properly handle data in various formats and being able to decipher good data from bad data is critically important. Students will learn how to gather data from various sources to answer real-world questions and present their findings in written and presentation form.