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Who are digital consumers? How can we measure them? And how can we use what we know to better engage and grow audiences?
By exploring the users of websites, social networks and apps, and applying skills such as analytics, social media execution, network analysis, search engine optimization (SEO) and search engine marketing (SEM), students who pursue the Digital Audiences minor gain a rich understanding of how to acquire and engage audiences.
The program uses real cases from real brands and organizations to explore tools from Google Analytics to Facebook Audience Insights, and tactics from hashtag analysis to competitive keyword research. Upon completion, students will have the skills to strategically grow digital audiences and harness analytics to drive organizational change.
The Digital Audiences minor consists of 15 hours of coursework across five required courses. The program begins with MCO 307. The following courses – MCO 436, MCO 437 and MCO 438 – may be taken in any order. MCO 439 — intended as a capstone — is the program’s final course.
Required Courses (15 hours)
MCO 307 / The Digital Audience (3 credits)
Students are introduced to the concept of digital audiences, exploring how community, consumer and social psychology and theory converge on digital platforms and social networks. Through case-study analyses and hands-on exercises, students learn how audiences differ across industries and platforms, what elements engage or dissuade users, and how organizations use audience data to manipulate growth strategies.
MCO 436 / Audience Research & Behavior (3 credits)
Students undertake or manage research on customers, employees, readers, viewers, influencers and others with whom an organization seeks to communicate or build relationships.
MCO 437 / Audience Acquisition & Engagement (3 credits)
Students learn how to attract and grow audiences on established and emerging digital platforms. They discover tactics and strategies for targeting, obtaining and engaging audiences by leveraging social media, SEO, SEM and more.
MCO 438 / Digital Audience Analysis (3 credits)
Students explore how to access, manipulate and translate audience data. They learn how to mine data from websites, social networks, apps, email campaigns and video platforms, and how to use analytics tools and techniques to translate metrics into valuable, actionable insights that drive engagement strategies and business decisions.
MCO 439 / Digital Audience Growth (3 credits)
In this capstone course, students synthesize what they learned in the previous four courses in an applied project. They work with a real client to increase and engage the client’s digital audience.
To enroll in any and all of the five Digital Audiences minor courses, and to pursue the Minor of Digital Audiences, the student must maintain a minimum 2.0 cumulative GPA.
Students in most majors may pursue at least one minor and, upon successful completion of the prescribed course work, have that accomplishment officially recognized on the ASU transcript at graduation if the college or department of the minor officially certifies, through established verification procedures, that all requirements for the minor have been met and the college (and in certain colleges, the department) of the student's major allows the official recognition of the minor.
A student wishing to pursue a specific minor should consult an academic adviser in the unit offering that minor to ensure that an appropriate set of courses is taken. The student should also consult an academic adviser in the college or department of the major to make sure the college or department of the major allows the recognition of the minor.
Note: Certain major and minor combinations may be deemed inappropriate either by the college or department of the major or minor. Courses taken as part of a minor may not count toward both the major degree and the minor.
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