Sheryl L. Kosakowski, MS, MBA
Senior Director of Graduate Admissions
The Bay Path University Certificate in Emerging Media & Communications is an introductory certificate that prepares students for work in a rapidly changing, information-driven workplace. In an increasingly digital, social, and mobile marketplace, employers want professionals who can communicate effectively and persuasively. This graduate-level certificate gives you the chance to build your knowledge in communication skills while enhancing your creativity and sharpening your strategic-thinking skills.
Students can complete the certificate program or use their certificate coursework to continue at Bay Path to complete the MS in Communications or the MS in Communications & Information Management degree.
Four Required Courses:
COM600 Emerging Media - Web 2.0 technology has enabled the development of a wide variety of social media; including, but not limited to Facebook™, Twitter™, Pintrest™, SnapChat™, Linked-In™ and a myriad of topical blog sites. Communications professionals must understand the nature and scope of these media as well as the strong likelihood that these media will soon morph into new forms as the Internet continues to evolve. This course allows students to understand the strengths and weaknesses of all forms of emerging media as well as the need for next generation capabilities.
COM620 Media Preferences - Marketing campaigns have always focused on target markets and the media preferences of the membership of these markets. But as Web 2.0 technology based media become user-friendlier, their usage is becoming more pervasive. That said, the rate of adoption of the various forms of media is not as predictable as one might imagine. This course informs participants of the current media preferences of selected target markets as well as the factors that are impinging upon these preferences and initiatives underway to influence these preferences.
COM645 Social Media Campaigns - Marketing campaigns have generally focused on the problems, interests and needs of customers in a given target market. And the goal of MARCOM has always been to persuade customers to make an increasingly stronger commitment to a brand and its related offerings. Social Media is disrupting this paradigm; perhaps best exemplified by the strong likelihood today that many customers will check out what others are saying about a brand or its offerings before making further commitments/purchases. Campaigns must be designed to capitalize on this trend in order to be successful. This course provides case studies that demonstrate the successful incorporation of early adopters and thought leaders into campaign development strategies.
COM660 Social Media Analytics - Traditional marketing campaigns continue to be measured by the degree to which they are able to call customers to action (i.e., shop for the product or service being promoted). But where do customers shop today? Certainly in retail stores; but are those brick and mortar stores or online stores? Or both? And what process do they go through before they make a decision to buy. Google was only the first to provide data about the decision-making processes of consumers. Now, virtually all-social media sites provide data about the behavioral preferences of their followers. This course informs students of the range of analytical tools available and the degree to which they can be utilized, often collectively, to determine the type of experience that a consumer is having with a brand and the primary sources of influence (including campaigns of all kinds) on that experience.