Digital Content Management (Online Certificate)
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4 Required Courses:
This course explores the role of metadata in the evolving information ecosystems within various publishing ecosystems. The course examines the use of specific metadata schemes within the book and digital publishing industries. Topics covered include: metadata models, ontologies, metadata generation and preservation, digital rights management, text analytics, and search optimization. Coursework will include creation of metadata in the common schemas (XML, Dublin Core, EAD, CDWA, VRA, ONIX) and projects designed to provide hands-on practice.
Content strategy is about developing content as a business asset, using it to achieve specific business goals. This course is designed to help you plan and execute an effective content strategy to build an audience. It will be conducted as a dynamic live project, where you will work alone and in groups to get experience in all the facets of content strategy. You’ll devise a strategy, set goals, create a project plan, and conduct basic research to test your assumptions. You will create, publish, and propagate regular content to meet the needs of the audience you define. You will learn how to organize and optimize your content for maximum impact, and how to set metrics, measure your results, and iterate.
This class is an introduction to the main platforms and areas of online publishing. The class will provide hands-on experimentation with the main online publishing platforms and will give students an overview of key concepts such as web analytics, content strategy, and user interaction. The course is designed to provide students with a basic understanding of the planning, development, and management of a digital system. Students must have basic computer skills.
The fourth required class is an elective. Students may choose to take a rotating topics class on subjects such as XML, Project Management, and Usability/UX design.
Alternatively, students may take one of the following options from the Data Analytics certificate program:
DD620 Customer Segmentation and Descriptive Analytics
This course introduces students to a variety of customer segmentation techniques that provide the framework to design and deploy highly targeted, insight-driven marketing campaigns. Students will use cutting-edge analytics software to develop segmentation solutions that support many facets of today's marketing and sales operations. Students will also learn how to perform and interpret the results of other commonly used descriptive analytic approaches, such as exploratory data analysis and market basket analysis.
DD622 Web Analytics
This course introduces students to a broad array of website analytic techniques. Students will use the Google Analytics platform to identify visitor profiles and segments, study website usage patterns and content viewing behaviors, and pinpoint channels that drive the greatest desktop and mobile visitor traffic to company's websites. The insights obtained through web analytics have become an essential input in the development of digital marketing strategies that incorporate highly targeted paid (advertising), owned (web properties) and earned (social sharing) media components.
DD623 Social Media and VOC Analytics
This course will provide an in-depth understanding of how social media analytics and voice of the customer (VOC) analytics are used by today's modern marketer. Students will utilize a leading social media listening and analytics platform to develop a 'hands-on' understanding of how social media data are captured, analyzed and ultimately turned into actionable information. Students will also learn how companies are transforming their outdated customer feedback data collection practices into enterprise-wide VOC programs that generate timely insights and help companies create better customer experiences and greater brand loyalty.
Please note that students who choose to pursue a Data Analytics elective are expected to perform several different types of quantitative analysis. Prior analytical or quantitative analysis experience is very helpful, but not required.
Successful completion of any of the following or equivalent undergraduate courses or industry experience in a reporting and analysis function are good examples of experience with relevant quantitative analysis concepts and techniques:
Algebra or math courses
Introductory statistics courses
Economics or econometrics courses
Research methods courses
If you are unsure whether?you qualify, please seek approval from your Graduate Program Director.
Turn Your Certificate into a Master's Degree:
The Electronic Publishing Overview course would count as one of the core requirements for the MA in Publishing and Writing, and will be offered every semester.
All other classes count as electives?for?the current MA program and are offered every other semester.