COM 330 The Digital Innovation and Media Strategies for a New Consumer Culture
Digital communication has been fundamental in today’s organizational, cultural, and
consuming areas. With the continuous technological development, we have been
witnessing the surge of digital innovations in recent years. This course examines key
dimensions of digital innovations in the current consumer culture such as Internet of
Things (IoT), Augmented Reality (AR), Geographical Referencing System, Review &
Ratings algorithm, Artificial Intelligence, Big Data, BOT and chatbot. The course explores
not only the new brand and media strategies of companies but also self-branding
strategies of operators, influencers and users/consumers with a special attention to the
creative dimension of consumption experience. In this process, the differences between
cross-media communication and trans-media storytelling will be discussed as these two
strategies help organizations manage relationships between brand, product and
consumers by the means of emerging media. Ultimately, students will develop a greater
understanding of media strategies using digital innovations that can be applied in the
professional context. (This course also applies as an elective in the Fashion Studies major.)