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Arkansas State University

An Online Master’s Degree Focused on Digital Media

When it comes to media, consumers are still tuning in to TV and radio. Compared to last year, Nielsen reports that adults in the U.S. are spending an extra half hour each day connected to media across platforms. That includes digital.

Consumers are increasingly choosing digital formats. Pew Research Center reports that two-thirds of Americans are getting at least some news on social media. Not surprisingly, Facebook is leading the way. According to Brookings, there is a shift toward instant access to content, such as through social networks.

Staying ahead of the curve means keeping up with emerging media. The online Master of Science in Media Management (MSMM) program at Arkansas State University (A-State) takes a unique approach to helping students do this. The program builds a foundation in media communications. Students also choose an area of expertise from three tracks, including digital media.

What Does the MSMM Cover?

A-State’s MSMM offers three tracks to develop expertise in a range of interests:

Mass Media Management: Public relations, integrated communications, entrepreneurship, and news and broadcast.

Digital Media Management: Emerging media and digital advertising, social media metrics and communication strategy.

Public Administration: Organizational structures, regulations and ethics, and multi-channel marketing.

MSMM student Destiny Quinn wants to land a job as a TV anchor after she graduates. She selected the digital media management track in support of achieving that goal. An internship with an NBC News affiliate station helped Quinn make her decision.

“I had an internship at WMC Action News 5 in Memphis last semester,” Quinn explained. “I really noticed how much they utilize digital media. That’s really what pushed me over the edge for doing this degree. It’s going to put me a step ahead in learning about social media.”

All students complete 18 credit hours of core courses. Students pursuing the Digital Media Management track complete an additional 12 hours in this area of emphasis. Courses include the following:

Interactive Advertising: Interactive ads invite consumers to engage with a brand in hopes of creating a lasting impression. Students learn how to make that happen — from integrating social media initiatives to developing effective search engine strategies.

Social Media Measurement: How effective is a social media campaign? Is that Instagram account engaging more customers? This course takes a look at social media in advertising, public relations and marketing communications, including impact measurement.

Integrated Marketing Communications: Relationship building is at the heart of successful marketing. This course teaches students how to build those relationships while ensuring consistent customer-centered messaging and communications strategies across all channels.

Social Media in Strategic Communication: This course delves into social media within the mass communications, news, advertising and public relations industries. Students learn how to apply social media tools as part of communication strategy.

The capstone experience gives students a chance to apply course content to real-world media management situations.

Quinn hopes to put her degree to work in the news media industry. But career options in digital media are almost everywhere these days. Students graduating from A-State’s MSMM program will have the skills they need to manage brands across platforms in almost any field. 

Learn more about the A-State online Master of Science in Media Management program.


Nielsen: The Nielsen Total Audience Report: Q2 2017

Pew Research Center: News Use Across Social Media Platforms 2017

Brookings: Six Megatrends That Will Shape the Future of Digital Media

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