Digital Media Strategies (304-0-20)

Instructors

Yu Xu

Meeting Info

Fisk Hall 115: Thurs 10:00AM - 12:50PM

Overview of class

Explores the contemporary media landscape and how brand communications adapt to media technology and usage. Uses current case studies to understand the transition from passive consumption of traditional media to active participation in digital and social media. Focuses on engaging consumers and other audiences and communicating effectively with them through media. Prerequisites: IMC 303, and admission to IMC Certificate Program.

Class Materials (Required)

None

All reading materials are freely available online. Harvard Business Review articles can be downloaded through the Business Source Ultimate database, accessible at https://libguides.northwestern.edu/c.php?g=114783&p=749670

Class Materials (Suggested)

The optional textbook is Franks, J. (2025). Media from chaos to clarity and back again. Bloomsbury.

Class Notes

This course is reserved for IMC certificate students.

Class Attributes

Attendance at 1st class mandatory
SoC Individual and Social Behavior Distro