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Emerging Media and The Market


IMC 619

Workload:   Intensity Level 4 out of 5 (8-10 hours per week)

Examine how modern industry uses emerging media, such as blogs and virtual worlds, to enhance the IMC process. This course also addresses the creative and ethical issues unique to digital media.

Course Learning Outcomes

Upon successful completion of IMC 619, students will be able to:

  • Identify many forms of emerging media and understand the role they play in an IMC.
  • Compare, contrast and experience the emerging media that organizations are leveraging to build relationships with consumers.
  • Recognize the ethical issues involved in using emerging media as a marketing communications tool.
  • Understand how marketers are using emerging media to reach specific audiences to include ethnic and youth markets.
  • Define the role of creativity and design in emerging media.

Course Topics

  • Introduction to Emerging Media, the Changing Marketing Landscape and Digital Transformation
  • Understanding emerging media changes from the consumer's point of view
  • An overview of Artificial Intelligence, The Internet of Things, Wearable Technology, Enchanted Objects, Voice Assistants, Cloud Computing and Blockchain
  • An overview of new delivery methods, and how these are changing access for consumers and marketers, how these changes are shaping the future of marketing and consumer behavior
  • Emerging Media Technology Opportunities: Chatbots, Virtual Reality, Augmented Reality, Mixed Reality, 360° Video, 3D Printing and related technologies
  • Privacy Issues in Emerging Media and Digital Transformation
  • Emerging Media Compliance Issues and a World of Fakes

Top 3 Course Takeaways

  1. Understanding how the technologies are affecting consumer experience.
  2. Learning about a variety of technologies to be able to mix traditional marketing with new media.
  3. Understanding how to stay with the trends changing as new media emerges.

Instructor Insights


  • 1:30 - Professor Jones defines "emerging media" and its relevance to IMC 
  • 4:29 - Professor Jones provides three course takeaways 
  • 5:30 - Course intensity and workload 
  • 6:37 - What to expect and how to be prepared 
  • 10:13 - Professor Jones' passion for teaching

IMC 619 Faculty

Kristi Hansen Onkka
Profile: Onkka
William Pitzer
Profile: Pitzer