This course creates a bridge between traditional media and interactive media. The similarities and differences between these two channels are examined in an effort to identify best practices in measurement, planning, buying and selling. In addition, students are introduced to direct mail, personal sales and direct marketing concepts. Rhe course examines all the facets required for a career in digital media.
Currently, the Internet is the focal point of this course because it is the most mature digital medium. However, the course is designed to spur an interest in other digital media. These include fixed and mobile embedded systems, digital telecommunications, digital TV, satellite communications, and the variety of mobile digital devices.
Course objectives include: (1) understanding the distinctive characteristics of communications within a digital environment, (2) exposure to the terminology and tools in interactive communications, (3) a familiarity with the Internet's technology infrastructure, and (4) the evaluation of digital media options within a larger media context. The objective is to produce an integrated media perspective.