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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

How do you find, nurture and grow a company’s audience? How do you create campaigns and content that drives them to take specific actions? This real digital marketing agency immerses students in real client work that develops student proficiency in digital strategy, social media, SEO/SEM, analytics, audience research and client relations.

Students work in client teams, researching audience opportunities and creating data-driven growth strategies. Then, they execute their strategies on behalf of clients using real budget to create real social media campaigns, perform search optimization, ideate and publish paid media ads, and measure performance in real time.

Using the storytelling techniques they’ve developed in their journalism curriculum, students also create written, video and graphic content to propel campaigns and form valuable brand/audience relationships. Students 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

The digital marketing experience in the Cronkite Agency 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, MCO 307 and JMC 301/302

Graduate: MCO 502 and MCO 561

Two Digital Audiences Lab students look at a computer.

Digital marketing careers start here

This is a place for individuals who are looking for a fast-paced environment and a different agenda every day — whether it be testing strategies, creating content or monitoring campaigns.

Programs Offered

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Digital Audiences, BS

Work with real clients and earn skills in digital strategy, social media campaigns, SEO and analytics to prep for a career in digital marketing.

A student works on her computer in the Digital Audiences Lab.

Digital Audience Strategy, MS

Accelerate your career in marketing and communications by harnessing analytics, SEO, paid and organic social media campaigns and audience research in this graduate program.