Learning Outcomes

Following are the Student Learning Outcomes (SLOs) for the BCE program:

1. Students will analyze and interpret shifts in creative enterprise business models, resulting from major disruptions such as the pandemic, market dynamics, paradigms, economic stress and technology adoption with an eye toward robust, future facing and sustainable constructs.
2. Students will evaluate, and design ways to apply the foundations of empathy, equity and accessibility goals for existing or new business structures that have real and measurable impact for social change in the creative economy.
3. Students will demonstrate an understanding of the consumer experience, data analysis, buying behaviors, markets and monetization models for a variety of arts and communication enterprises.
4. Students will identify leadership qualities, responsibilities and vision that inform drivers for transformative change in the culture, employment, finance and ideation in business and discuss the implicit and explicit values that guide implementation.
5. Students will reflect on and develop their own sensibilities around issues of social change to face the challenges of remaking creative businesses, leading existing creative businesses or fueling the creation of new creative businesses in a global economy.

The student learning outcomes of the program balance the priorities of digital marketing, data analytics, and professional area concentration. Students will be able to: 

1. Develop targeted, customer-centric digital marketing campaigns across a range of digital interfaces, amplifying the values for a brand’s owned, earned and paid media; 

2. Apply their knowledge of digital consumer behaviors and trends to design marketing programs that (i) are human-centric and socially responsible; (ii)account for the unique user experience needs of consumers in mobile, digital and social media environments; and (iii) motivate consumers to engage with and remain loyal to a brand; 

3. Implement digital storytelling and content marketing strategies that connects consumers with brands across all major social media platforms; 

4. Use web and social media analytic tools to evaluate online interactions and identify new opportunities to generate consumer leads and build strong customer relationships; 

5. Develop consumer personas and segments that provide the framework to deploy targeted and personalized marketing treatments; 

6. Build predictive models that forecast individual consumer behaviors and enable proactive marketing communications; and 

7. Incorporate best practice digital campaign testing and measurement approaches that accurately assess the ROI of omni-channel marketing investments.

Following are the Student Learning Outcomes (SLOs) for the Strategic Marketing Communication program:

1. Students will learn to create cohesive communication plans for a business with positioning that resonates with their customers.
2. Students will be equipped with a deep knowledge of evolving strategies and media that can be used together to tell the stories of organizations operating in a global marketplace.
3. Students will learn to be marketing communication professionals who are not only great storytellers, but are also innovative problem solvers who can command today’s tools and technology and seamlessly adapt to those of tomorrow.
4. Students will learn to conduct research and analyze data to identify marketing challenges and opportunities.
5. Students will learn to develop marketing and communication plans that connect to measurable business objectives and integrate elements of digital advertising, social media, PR, promotion, branding, direct marketing, and more.