Marketing - Social Media and Digital Concentration

Experts in social media and digital marketing enjoy leadership positions in virtually all industries including advertising, public relations, fashion, high-tech, manufacturing, consumer products, finance, industrial, and entrepreneurial startups. 

The use of digital advertising now comprises over 72% of total advertising expenditures for many businesses (eMarketer, 2022). In the past, firms used social and digital channels to enhance traditional marketing programs, today the most successful firms are focusing on social media and digital as the primary marketing channels. Brand value is increasingly delivered through creative content marketing programs, initiated by both consumers and companies. 

Students become experts in the latest theory and best practices of envisioning, creating, deploying, and measuring the impact of content in social media and digital channels. The goal of this concentration is to prepare students for rewarding and exciting careers across the spectrum of opportunities in the social and digital space.

We are living in the content creation economy. Digital content, in all forms, has the power to attract, engage, sustain, and propel brands to market leadership. The philosophy of this concentration is that content excellence is the foundation of all social media and digital marketing. Students learn how to create, distribute, measure, and grow engagement with content to achieve organizational goals. In so doing,  students create a rich, deep, and creative content portfolio that will serve as proof of exceptional abilities upon graduation, thereby leading to a distinct advantage in career development.