Posted on October 16, 2024 by Nick Ward
INNOVATION at COLFA: UTSA has launched an innovative Bachelor of Arts in Digital Media Influence this fall, designed to prepare students for the fast-evolving digital media landscape. This new degree program, offered by the Department of Communication, aligns with UTSA's mission to provide world-class, career-ready education that meets the needs of modern industries.
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UTSA has launched an innovative Bachelor of Arts in Digital Media Influence this fall, designed to prepare students for the fast-evolving digital media landscape. This new degree program, offered by the Department of Communication, aligns with UTSA's mission to provide world-class, career-ready education that meets the needs of modern industries.
Digital media's role in shaping public opinion, communication, and marketing strategies continues to grow. UTSA's BA in Digital Media Influence will equip students with the skills needed to excel in various digital media roles, such as social media management, digital marketing, and content creation. The program's curriculum includes courses in multi-media digital storytelling, social media strategy, data analytics, and digital content creation, ensuring students are well-versed in the latest digital media trends and technologies.
"Social media has eroded our ability to communicate with someone that is not like-minded. Yet, with proper training in theories of persuasion, you can learn to accurately define any audience and effectively reach out and persuade them with content that you have created yourself,” said Chad Mahood, department chair for the Department of Communication. “The ability to effectively communicate with someone from any background is an exceptional, and exceedingly rare, skill in today's world."
The marketable skills that students will develop are essential for contemporary communicators looking to excel in a digitally focused career. Through multimedia digital storytelling, students will learn to create compelling narratives through video, audio, and interactive media. A significant portion of the curriculum will address social media strategy and help students master the use of social media platforms to engage audiences and drive brand success. A focus on data analytics will give students proficiency in analyzing digital data and the efficacy of their efforts to inform strategic decisions.
This degree is designed to appeal to digital content creators that want to sharpen their skills, learn to precisely target audiences with persuasive messaging, and become effective media influencers. Many students already have robust online platforms that they have developed prior to enrolling at UTSA and this degree can assist with how students develop their followership and understand the impact of the messaging they already engage in regularly.
The degree improves student proficiencies with the Adobe Creative Cloud suite of products. As an Adobe Creative Campus, UTSA students have full access to Adobe’s Creative Cloud software, including applications such as Photoshop, Illustrator, Premiere Pro, and InDesign. By mastering these tools, students can craft persuasive and impactful content for diverse audiences while staying alert of digital communication trends in the field.
"The launch of this program demonstrates COLFA’s dedication to educational innovation and industry relevance by providing roadrunners the skills they need to be career-ready to enter the workforce after graduation," said Dean Glenn Martinez. "Our goal is to empower students with the knowledge to become leaders in digital media influence, capable of shaping the future of communication and marketing."
The program is available both in-person and 100% online.
— Nick Ward
