Two DA Lab students look at a computer.

Digital Audiences Lab

Cronkite's digital marketing agency 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 skills students learn in the Digital Audiences Lab 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.


Undergraduates: JMC 305/306, and MCO 307, and JMC 301/302 or JMC 315

Graduates: 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.