ADV
377 Digital Media Seminar
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 cataloging concepts. Essentially,
the course examines all the facets that
are 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 incude: (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 evaluatation of digital
media options within a larger media
context. The objective is to produce
an integrated media perspective.
Course Materials for Spring 2003
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