Do you love social media? Content creation and brand identity? Then Utica University’s new Digital Media Marketing program might be the major for you – and enrollment is now open for the Spring 2025 semester. 

The Digital Media Marketing major is housed within business management programs and provides a management foundation with digital media marketing courses. It replaces the former Public Relations and Marketing program, however public relations remains a concentration in the Communication and Media program.

Patricia Swann, distinguished professor of Public Relations and Management, said the public relations and marketing fields are always evolving and changing as technology advances, and this program targets the current industry landscape. 

“Young people are very intuitive with (new technologies) and the creativity involved with that,” she said. “I think this is something that will appeal to a lot of different students out there. It’s a good add-on to the business programs.” 

Swann said she has witnessed a lot of change and today’s communications professionals primarily focus on digital marketing, social media or “what we call strategic communication positions.” Technology plays a large role and AI will continue to grow.

“It really is all about efficiency. How can we communicate specifically to individuals?” Swann said. “We have to prepare students for the realities of how business works today.”

The convergence of marketing and communication changed the field and not many students get job titles with the public relations name anymore “even though what they’re doing is public relations, but the titles have all changed.” 

According to the U.S. Bureau of Labor Statistics, this field will grow 19% between 2021-2031. Careers include digital marketing specialist, social media coordinator, creative strategy professional, content creator, data analytics, SEO (search engine optimization)/search engine marketing specialist, media buyer, media planner and more. 

Some of the new or restructured courses included in the program are Brand Identity, Content Creation, Social Media and Influencers and Digital Advertising. 

Swann said several Public Relations alumni were consulted when developing the program and curriculum. 

“An alum who works at the Hershey Company looked at the syllabi being developed and many of them were former PR majors who told us ‘this is the way you need to go,’” she said. 

Excluding general education requirements, the major is 48 credits so students have about 35 credits of free electives. Swann said the idea behind that was so students could add a minor or two. 

“You could pick up a Healthcare or English or Creative Writing minor, depending on your interests,” Swann said. “The idea of the business foundation is really great. Employers want to see students who have a basic understanding of business.” 

Swann is pleased with the interest that the Digital Media Marketing program is generating. 

“I’m very excited about it,” she said. “We’ve had a lot of interest from students already and our alumni are super excited about it. I think this is good for students.”

For more information, contact Professor Patricia Swann at [email protected] or visit the Digital Media Marketing webpage at https://www.utica.edu/academics/programs/digital-media-marketing.