2018-49

Arizona State University
University Senate

Senate Motion #2018-49

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

Date of First Reading: March 26, 2018

Date of Second Reading: April 23, 2018

Title of Motion: Request from the Walter Cronkite School of Journalism and Mass Communication –for the establishment of a graduate certificate – 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: The Cronkite School's proposed graduate certificate in Digital Audiences prepares students for work in digital audience engagement through a data-driven, content-focused curriculum. Working hands on with current, industry-grade tools and practices, students discover how to create digital content and campaigns intended to reach target audiences. Students who earn this certificate will be ready to drive strategy execution and digital audience engagement, and be competitive in the fast-changing fields of social media, digital content and audience development.

This graduate certificate differs from the Cronkite School's proposed Master of Science in Digital Audience Strategy in a few ways. First, this graduate certificate does not include the master's capstone course or additional coursework outside of the digital audiences core curriculum such as Media Law and Digital Media Entrepreneurship. This narrower scope allows students to focus on tactical skills