Digital Media and Marketing

Associate in Science Degree

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This program provides the skills and knowledge required for digital media marketers to communicate effectively in visual and verbal format; to prepare students to use creative methodology to solve visual problems; to provide advance knowledge of marketing through diverse global, cultural, and historical perspectives; to provide opportunities for students to utilize technology to create effective marketing campaigns; and to prepare students to demonstrate information literacy through the evaluation of media.  Graduates will be prepared to transfer and enter the fields of social media marketing, public relations, media design and planning, and social media strategies. This program allows students through the SUNY Communication: Media transfer pathway.

Goal 1 To provide the skills and knowledge required to communicate effectively in visual and verbal format

  • Students will articulate an understanding of the visual problem-solving process.
  • Students will collaborate in project critiques demonstrating the ability to discuss both their own work and the work of their peers.
  • Students will demonstrate appropriate communication with instructor and peers via critique, written assignments, and class interaction.
  • Students will recognize the elements of marketing visual language including composition, visual priorities, image, and type among others.

Goal 2 To prepare students to use creative methodology to solve visual problems

  • Students will demonstrate creative problem-solving methodology using marketing and art development procedures including research, brain-storming, thumbnails, sketches, and final compositions.
  • Students will demonstrate knowledge of the creative process, i.e. analysis, incubation, illumination, and verification.
  • Students will demonstrate knowledge of different ways and means to communicate information through various media and software.

Goal 3 To provide advance knowledge of marketing through diverse global, cultural, and historical perspectives

  • Students will demonstrate knowledge of marketing on a global scale within a historical context.
  • Students will create a media plan that addresses objectives and strategies toward diverse audiences.
  • Students will gather, analyze, and synthesize primary and secondary research data through the creation of a media plan.

Goal 4 To provide opportunities for students to utilize technology to create effective marketing campaigns   

  • Students will recognize and utilize design principles to create visual interest toward diverse audiences. 
  • Students will utilize hardware and software to create advertisements with visual interest. 
  • Students will analyze media expenditures, buying problems, and construct a media flow chart.
  • Students will investigate and compute return on investment through a media budget.
  • Students will identify advantages and limitation of media and identify alternate marketing strategies within a media plan.

Goal 5 To prepare students to demonstrate information literacy through the evaluation of media.

  • Students will articulate the relationship between media, advertising, marketing, and consumers using traditional and contemporary information technology.
  • Students will label media classes and discuss media comparisons about challenges and solutions.
  • Students will identify, access, and appropriately use authoritative sources of information.

Total Credit Hours: 64

First Semester

This course is an opportunity for students to develop the skills necessary to be successful in college. Students learn the importance of the faculty-student and advisor-advisee relationship, develop time management techniques, apply effective study skill techniques, recognize the implications of living in a diverse society, utilize college resources, and explore career and transfer requirements. Collaborative projects are included. Students matriculated in a degree program must take this course in their first term of study.

This course focuses on several kinds of writing-self-expressive, informative, and argumentative/persuasive, and others. A minimum of five essay compositions are required. The course emphasizes the composition of clear, correct, and effective prose required in a variety of professions and occupations. Prerequisites: Appropriate high school GPA or placement test score or EN090 Basic Writing Skills or SL116 ESL4: Advanced Composition or SL145 ESOL Advanced Composition

This course introduces the nature and study of history, and covers the emergence and development of Eurasian civilization to about 1500 A.D. in the Near East, India, China, Europe, the Western Hemisphere, and Africa. Attention is given to religion in these civilizations and on the rise of the West to a position of world power during the Middle Ages.

This course introduces students to the fundamental principles of visual communication and creativity with an emphasis on understanding historically significant art styles. Students explore various types of visual expression and apply creative problem-solving principles to both two-dimensional and three-dimensional projects in a variety of media. Emphasis is placed on formulating basic design and layout principles, with particular stress on application. Students are introduced to the masters, practices, and careers of painting, sculpture, graphic design, animation, film, digital media, illustration, and photography.

This course introduces contemporary text manipulation, digital imaging, and digital illustration software. Students produce projects demonstrating their knowledge of both the software and the interfaces between page layout, raster graphics, and vector graphics. No previous software knowledge is required.

This course introduces techniques used to create, edit, and manipulate photographs through digital processes. Topics include image capture and input methods, workflow, editing in the digital darkroom, and output techniques for black and white as well as color images. Students operate a DSLR camera, and are introduced to Adobe Lightroom and Adobe Photoshop. Photographic composition and aesthetics, and their use as a form of visual communication, are emphasized.

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Second Semester

This course introduces probability and statistics. Topics include graphs, tables, frequency distributions, measures of central tendency and dispersion, normal distribution, correlation and regression, probability, and inferential statistics. This course is available in two formats: lecture only, or lecture plus laboratory using technology. Prerequisite: Appropriate high school GPA or placement test score or MA089 Arithmetic.

This course encourages a deeper understanding of human nature and the human condition through the study of ideas and values expressed in imaginative literature. Emphasis is placed on the use and development of critical thinking and language skills. Library-oriented research is required. Prerequisite: EN101 English 1: Composition or EN105 English Composition for Speakers of Other Languages or EN106 English 1: Composition & Reading.

This course emphasizes the basic practices, concepts, and activities involved in developing a successful marketing program. Topics include buyer behavior, market identification, product development, distribution, promotion, pricing, and the uncontrollable factors (economic, social, political, legal and technological) involved in the changing marketing environment of today.

This course introduces the techniques of multimedia production. The techniques of DSLR video production are explored and students shoot and edit video captured from HD DSLR cameras. Students produce videos focusing on technical skills and storytelling through multimedia elements. Prerequisite: PT207 Digital Photography 1: Camera and Editing

This advanced course integrates contemporary text manipulation, digital imaging, and digital illustration software. Students complete industry standard projects demonstrating mastery of software. Prerequisite: GD 145 Digital Applications 1.

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Third Semester

This course is an introduction to public speaking. It emphasizes the fundamentals of preparing, organizing, supporting, and delivering the speech based on factual material. It includes topic selection, audience analysis, fact vs. opinion, outlining, supporting material, and visual support. Informative, demonstrative, and persuasive speeches are presented. Elements of interpersonal communication, logic, and persuasion are discussed. Prerequisite: EN101 English 1: Composition or EN105 English Composition for Speakers of Other Languages or EN106 English 1: Composition & Reading.

This course allows students to develop a body of video work that addresses both linear and non-linear narrative structures and explores the creation of meaning through the combination of sound, movement, and narrative progression. Students incorporate both DSLR video and smartphone video in the development of course work. Discussions and readings include historical and theoretical explorations of video as an art form and means of visual communication. Students further hone their technical skills using current video software and applications while gaining practical experience with a variety of equipment options and techniques for video capture.Prerequisites PT106: Multimedia Photography.

This course introduces American journalism, including electronic media. Lectures cover historical and operational aspects, while readings and discussions explore controversial issues surrounding the news media. Written assignments provide practice in news gathering and journalistic writing: news reporting, live coverage, headline and caption writing, sports writing, feature writing, and reviewing. Prerequisite: EN102 English 2: Ideas & Values in Literature.

This course gives an understanding of and a feeling for the society in which we live. The concepts and theories discussed relate to humanity, its culture and society, and to those forces that contribute to the smooth operation of this society as well as those forces that contribute to conflict and social problems. Topics include culture, socialization, stratification, population, and patterns of social organization.

This course covers the theory, role, scope, and practice of modern advertising and introduces the types and characteristics of vehicles that carry advertisements. Topics include advertising media, such as newspaper, magazines, television, radio, and their advantages and limitations.

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Fourth Semester

This course is concerned with civilizations and their influences on each other in the modern world. It traces the rise of the West to a position of world dominance and its impact on non-Western societies. Emphasis is placed on the major forces that have shaped the contemporary world - industrialization, urbanization, nationalism, militarism, imperialism, democracy, and communism.

This course introduces students to methods of producing motion graphics. Students use problem solving to explore and produce design. Production timeline and graphical requirements of a multimedia project are demonstrated through the manipulation of digital images in a studio environment. Topics include planning, storyboarding, sequencing, compositioning, and designing still images integrated with the aesthetic issues of 2-D, 3-D, and 4-D design.

This course introduces the many and varied facets of psychology. Emphasis is on interactions of individuals in their cultural, social, and economic environments as determined by their cognitive, behavioral, and emotional experiences and training.

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This course analyzes media costs, media buying problems, inter-media comparisons, and overall media strategy. Media problems are solved based upon marketing, advertising, and budget considerations. Prerequisite: MD151 Fundamentals of Media.

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For successful completion of this program, it is strongly recommended students complete two years of high school mathematics, or the equivalent, and one year of a chemistry (lab included).