Digital Marketing A.A.P.D. - Curriculum
The following are the required courses for this major. Students who attend Orientation and meet with the Education Department can obtain personalized academic counseling to complete the program. Transfer credits, changes in curriculum, and other factors may affect the academic plan for individual students. The FIDM Education Department can provide additional information.
Associate of Arts, Professional Designation (A.A.)
GRPH 1050
Digital Imaging
UNITS: 3
Students dive deep into the
use of Adobe Photoshop to create high-quality image enhancements
and photo composites. Students learn additional toolsets and
explore more advanced features and improve their imaging skills.
Prerequisite: TECH 1100
GRPH 1300
Computer Illustration
UNITS: 3
In this course students
continue to build on their illustration skills with vector drawing
techniques. From tracing artwork to creating entertaining
infographics, more advanced uses of Adobe Illustrator are explored
including the use of Libraries and custom palettes.
GRPH 2230
UX Design
UNITS: 3
This course offers a
practical introduction to UX (user experience) design emphasizing
the importance of research in the design process. Inspired by this
research, students develop solutions for a variety of applications
centered around a specific set of users. Wire-framing is used to
illustrate design concepts and students learn how to create a
clickable prototype.
GRPH 2780
Introduction to Digital Photography
UNITS: 3
This course enhances
students appreciation of the skill and creativity of photography
by challenging them to produce their own photographic art. Course
discussions include terminology, innovations in digital
photography, and various experimental processes. The course
illustrates the practice of buying commercial photography for
fashion, graphic design, and general marketing purposes, including
negotiating with art reps, buyout of stock photography, and
coordinating photo shoots.
MMKT 1550
Marketing & Brand Development
UNITS: 3
This course introduces and
highlights the basic marketing principles which provide the
framework for understanding the importance, value, and impact of
marketing and brand management.
MMKT 1650
Consumer Behavior and Research
UNITS: 3
A course that examines the
sociological and psychological variables that shape the consumer
decision-making process. Students explore a variety of methodology
and research techniques for understanding consumers wants and
needs, attitude formation, purchase motivation, and consideration,
as well as maximizing satisfaction and consumer loyalty.
Prerequisites: MMKT 1550, MMKT 2880
MMKT 2780
Integrated Marketing Communications
UNITS: 3
In this advanced marketing
course, students explore creative message strategies including:
traditional and new media, public relations, and other innovative
means of communication. Applying these techniques, they create an
effective integrated marketing communications campaign that meets
the challenges posed by promoting in a sophisticated, rapidly
evolving marketplace. Prerequisites: COSM 2250, SMED 2880, MMKT
2420
MRCH 1950
Excel for Business Applications
UNITS: 3
This course is designed to
assist the student in developing a facility with electronic
spreadsheets in support of effective business management. Students
develop a working knowledge of computerized spreadsheet and chart
functions as applied to business management concepts with related
mathematical formulas and operational requirements. Prerequisite:
GNST 1450
SMED 1100
Introduction to Social Media
UNITS: 3
This course introduces
students to the history, theory, and technology of social media.
Students explore the different social media outlets and have
hands-on experience with social media technology. Students learn
how to use this new media productively, and have a framework for
understanding and evaluating social media platforms
SMED 1700
Writing for New Media
UNITS: 3
This course examines
practices of writing in digital environments such as social media,
blogging, advertising, journalism, and public relations. Students
learn to write in persuasive and impactful language while honing
in on organization, grammar, and syntax. Prerequisites: SMED 1100
SMED 2100
New Media Strategy
UNITS: 3
Students learn how to
identify a target new media audience using profiling techniques,
technographics and social computing. Through case studies and
lectures students understand how to develop a strategy to
effectively implement best new media practices into a business or
brand. Prerequisites: MMKT 2080, MMKT 2080
SMED 2300
New Media Trends
UNITS: 3
Students take an in-depth
look at the biggest new media forces. Students evaluate current
online marketing trends for these outlets and use research of
global trends to forecast what is in store for the next generation
of online marketing.
SMED 2500
Online Video Production
UNITS: 3
This course introduces the
art and science of video production for marketing purposes.
Students study and practice techniques for filming and editing in
the digital environment. Hands-on learning is reinforced through
instructor evaluation and peer critiques. Prerequisites: GRPH
2780, MPDV 2150, MRCH 1920, VCOM 2130
SMED 2550
Intellectual Property & Media Law
UNITS: 3
In this course, students
examine the law around the creation and distribution of media.
This survey introduces students to patent, copyright, trademark,
and privacy law with a goal to provide enough information that
students can spot issues and know where to turn for help. Through
case study, mock court, and mock negotiation, students see the
practical application of the law as it relates to their area of
study.
SMED 2750
E-Commerce Marketing
UNITS: 3
Students learn how to create
a successful online business. Through class lecture and industry
speakers students learn how to navigate e-commerce applications
including document automation, domestic and international payment
systems, online banking, and shopping cart software.
Prerequisites: MRCH 1950, MPDV 2820
SMED 2850
Marketing Analytics
UNITS: 3
This practical class looks
at the application of data science to solve marketing problems.
Students will learn to parse both big data and internal analytics
to understand how to use both to improve KPI reporting,
demonstrate return on investment and create effective marketing
campaigns. The objective of this course is to understand the
relationship of analytics to decision making and how to tell the
story the who, what, how and why of the data. Prerequisite: MRCH
1950
SMED 2880
New Media Public Relations
UNITS: 3
Students use practical and
hands-on experience to develop an understanding of the role new
media plays in current public relations. Students gain practical
knowledge of these techniques by developing and presenting
individual online campaigns in class. Prerequisite: SMED 1700
SMED 2920
Social Media & Culture
UNITS: 3
In this course students
analyze different social media platforms and how this technology
affects our culture. Students examine how these platforms directly
affect family, community, history and privacy. Prerequisites: SMED
2100, SMED 2300
SMED 2950
Internship
UNITS: 3
Through on-the-job training,
students gain valuable insight as they apply theory and skills
learned in the classroom to actual work situations and explore
career options in the new media industry. Prerequisite: SMED 2300
VCOM 2420
Design for Social Media Branding
UNITS: 3
Using design principles and
technology, students develop brand campaigns for online and social
media formats. Existing brands are evaluated to determine
effectiveness of brand messages; research provides critical
analysis for creating new brand campaigns in specific markets.
Prerequisites: GRPH 1050, GRPH 1300
Total Units of Credit: 60
