A New Pace Master’s Program For The (Digital) Ages

The university debuts a new social-media-focused master’s program.

As the marketing landscape continues to shift from a physical to a virtual space, Pace University’s new Media Storm master’s in social media and mobile marketing—a joint effort between Pace’s Lubin School of Business and leading media planning and buying agency Media Storm—is closing the gap between what universities prepare students for and what the workforce actually demands. Pace Professor of Marketing Randi Priluck gives us some insight on what future students can learn from the new program.

Digital media strategy

“Students are developing a social media campaign for one of SundanceTV’s shows. They research the target market and similar shows and plan both paid and earned media to build viewership for the show.” 

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Digital marketing and communications strategy

“We train students in social media and mobile strategy development, which consists of goal-setting, measures and metrics, and some of the technical aspects of creating campaigns. Students also learn about programming for mobile applications, which they develop in one course, so they can work with IT specialists.”

Social media strategy

“Students already know how to post on Facebook, Twitter, and Instagram. They know how to use Snapchat. But our program teaches the strategy of social media and mobile rather than the simple how-tos. For example, these days, less than 5 percent of the content a brand posts on Facebook goes to people’s timelines. Therefore, brands must use other strategies to build attention for their products and services.” 

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