Two DA Lab students look at a computer.

Cronkite Agency: Digital Marketing

The Cronkite Agency’s digital marketing experience prepares students to work in social media, SEO, strategy and beyond.

Dive into digital marketing

Inside the Cronkite Agency, the Digital Marketing Team immerses students in real client work that develops proficiency in digital strategy, social media, SEO/SEM, analytics, audience research and client relations. Students emerge knowing how to find, nurture and grow a company’s audience, and use data, content and campaigns to drive impact.

Students work in client teams, researching audience opportunities and creating data-driven growth strategies. Then, they execute their strategies using real budget to create real social media campaigns, perform search optimization, ideate and publish paid media ads, and measure performance in real time. Students also create written, video and graphic content to propel campaigns and form valuable brand/audience relationships, and create analytics reports and make client presentations to demonstrate and quantify true audience growth.

Through hands-on analysis, digital platform management, and content creation, students are able to demonstrate legitimate results for clients and their personal resumes. Students gain a firm understanding of various digital marketing concepts that include:

  • Search engine optimization (SEO)
  • Paid search (SEM)
  • Paid social media campaigns
  • Organic social media
  • Digital analytics and reporting
  • Paid media
  • Content creation and strategy
  • A/B testing and site design
  • Goal setting and tracking

Digital marketing skills are in demand, as nearly every organization has a digital audience to engage. Students go on to become social media managers, digital video and graphics specialists, content producers and analysts, reporters and editors. Students also pursue work in strategic communications, sales, technology and entrepreneurship.

digital audience lab

Course Prerequisites

Students who seek to use this course as a capstone experience must complete the following prerequisites. Please direct questions to the faculty listed below, or your academic adviser.

Undergraduate: JMC 305/306, JMC 301/302 and MCO 307

Graduate: MCO 502 and MCO 561

Two Digital Audiences Lab students look at a computer.

Digital marketing careers start here

Inside the Cronkite Agency, students on the Digital Marketing Team thrive in a fast-paced environment that changes each day. Students create content, launch campaigns and flex their strategic muscle!