Topics change each semester- see the current Academic Schedule for current course descriptions.
Course Master
Credits
4 credits
Pre-requisites
Major=MA: Global Communications OR Major=MA: Global Comm. (Development Communications) OR Major=MA: Global Comm. (Digital Cultures and Industries) OR Major=MA: Global Comm. (Fashion Track) OR Major=MA: Global Comm. (Visual & Material Culture Track)
Co-requisites
None
In the last decade the irruption of digital platforms and related usages has redefined the communication landscape and has dramatically changed the ways brands interact with consumers. Today, a new and probably even deeper communication revolution is emerging with new ways of consuming content based on mobile first platforms, short videos and with the consolidation of the data driven marketing world (Id-data, AI, Machine learning...). Current advertising models that have contributed to build the fortune of some digital players (banners, pre-rolls…) are today challenged by new platforms and forms of communication (Amazon, TikTok...) leveraging new digital behaviors. This course aims to provide theoretical background and practical skills on how to best engage with consumers as a digital marketer.
Term
Summer 2021
Discipline
CM (Communications)
| Day | Start Time | End Time |
|---|---|---|
|
Monday
|
09:00
|
12:30
|
|
Tuesday
|
09:00
|
12:30
|
|
Wednesday
|
09:00
|
12:30
|
|
Thursday
|
09:00
|
12:30
|
Type
Regular
Can be taken twice for credit?
On
Level
Graduate
CAMS ID
41661
Code
CM50913WK2A
Learning Outcomes
Understanding the new ecosystem of digital communication
How to engage consumers with effective communication strategies beyond « traditional » digital marketing
Understanding the specificities of mobile marketing, social media communication and data driven-marketing
Mastering the creation of a brand content brief (native advertising campaign) and its effective implementation with social media influencers
Name
DIGITAL COMMUNICATIONS, MARKETING AND AI
First Name
Staff
Last Name
Staff
Real name
First Name
Chantal
Last Name
Ferraro
Real name
Section
3WK2A
Start Date
Tuesday, June 29 2021
End Date
Tuesday, July 20 2021
Start Month
June
Last update with CAMS