Arizona State University
Senate Motion #2018-50
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 program – MS in Digital Audience Strategy
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 Master of Science in Digital Audience Strategy prepares students to design and execute large-scale digital audience strategy through a data-driven, multidisciplinary, hands-on curriculum. 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 strategies and tactics to grow audiences through strategic, audience-first digital content that leverages search engine optimization, search engine marketing, audience research, and paid and organic social media campaigns. Students graduate from the program ready to drive innovation and business development in the digital age.