The Master of Science with a concentration Digital Media prepares communication professionals to cover the analytics spectrum and social media landscape by being proficient in the following:
For communication professionals, visualization of this data is key to understanding trends for clients. Digital storytelling is crucial to creating themes and narratives for media campaigns in Advertising, Public Relations and Integrated Marketing Communication.
Make an impact in the professional world
Digital Media is an in-demand field with an expected 6% growth in upcoming years. Focusing on Digital Analytics and Social Media, the Digital Media program will will cover data analytics concepts, examine and apply topics such as analytics in social media, search engine optimization and search engine marketing through hands-on project based learning and teaching. Through case studies, interactive assignments you'll be introduced to best social media practices, while they acquire the necessary skills for managing a social media platform and developing a strategic social media plan.
Communication technology has changed rapidly over the past 20 years, with the key development being the emergence of social media. While social media has changed the ways in which we communicate worldwide, it has also drastically changed how organizations communicate with multiple stakeholders. It has opened up numerous new communication channels for companies to connect with current and potential audiences, and thus, the importance of social media's role is significant in both modern marketing efforts and branding. There is an irrefutable need for organizations to be able to utilize different social media platforms to both engage consumers and increase brand impact and influence. Through case studies, interactive assignments, and a social media project, this course will introduce students to best social media practices, while they acquire the necessary skills for managing a social media platform and developing a strategic social media plan.
Leaders, analysts and managers across the communication industry have to grapple with the implications of ever-increasing volume of data and detail of information captured by many enterprises. Communication has flourished and enhanced the use of Data Analytics in that, news, PR campaigns and Advertising messages are currently now very data driven, and campaign strategies and evaluation of them are based on the analytics of that data. This course aims to introduce Data Analytics concepts to students. Students will examine and apply topics such as Analytics, Social Media, SEO and SEM through hands-on project based learning and teaching.
This course introduces students to the strategic use of digital storytelling to achieve professional communication goals in areas such as public relations, advertising and integrated marketing communications. Stories have always been powerful communication vehicles that transcend barriers and build memorable connections. With the exponential growth of digital communication channels, the ability to identify strategic stories and develop them for multiple media platforms is essential to engage and influence key stakeholders. Using case studies and primary sources, students will analyze content strategies for digital storytelling. They will examine communication practices and narrative techniques used to create compelling brand, organizational and social impact stories from images, audio, text and visual media. Students will also learn to identify and develop digital story ideas that align with professional and organizational communication objectives.
Candidates seeking admission to Lasell University's Communication graduate degree or certificate programs must hold a bachelor's degree from an accredited institution and demonstrate through academic background and/or work experience the ability to succeed in graduate studies. GRE/GMAT scores are not required for admission.
The TOEFL may be waived for international applicants who have earned a bachelor's degree at an accredited college/university in the United States, United Kingdom, Australia, New Zealand or Canada. All other applicants must submit a TOEFL/IELTS score.
*A cumulative grade point average of 3.0 is recommended for recent college graduates with fewer than 3 years of professional work experience.
Materials should be addressed to:
The Office of Graduate Enrollment
1844 Commonwealth Ave.
Newton, MA 02466