2018-34

Arizona State University
University Senate

Senate Motion #2018-34

Motion Introduced by: Curriculum and Academic Programs Committee, Caroline Harrison, Chair

Date of First Reading: February 26, 2018

Date of Second Reading: March 26, 2018

Title of Motion: Request from the Walter Cronkite School of Journalism and Mass Communication - for the establishment of an undergraduate degree – BS in Digital Audiences

Action Requested: This curricular proposal has received all college, school, unit and university administrative approvals, and is being presented to the Senate for review and voting decision.   

Rationale: Organizations in both the public and private sectors have a critical and growing need to connect with audiences on digital and social media. Corporations, advocacy groups, entrepreneurs, government agencies, community groups, news organizations and nonprofits all need professionals who understand how to reach large online audiences in order to increase sales, advertising, donations, political support and community cohesion. Leveraging online audiences requires training in social science research, data analysis, multimedia content creation, ethics, law, entrepreneurship, project management, writing and public speaking. The Cronkite School's new Bachelor of Science in Digital Audiences blends these disciplines in a data-driven, hands-on curriculum.

Through required coursework, students learn to measure and analyze how consumers interact with content online, on social media and on mobile devices. Using those measurement skills, students learn how to grow audiences through applying search engine optimization, search engine marketing, paid and organic social media campaigns and audience research in digital content creation.